Why is Tencent doing a bad job of searching? Decoding the mystery of the Internet in the search for the soul of Tencent

　　

Speaking of Tencent, we all know that this is a domestic largest internet company, the market value of more than 300 billion, with more than 700 million users, remember some of the magazine once said "look at Tencent, so many users, throw a stick in the inside can open flowers." The saying is that there is a great chance of success on the user base of Tencent. But this is not the case, Tencent has instant messaging, games, online shopping, community, search, and other departments, in addition to instant messaging and games these pieces do very well, others do not do well.

Just take a search for it. So many years, the market share in the search market has been only a few, and search or binding in Tencent more than 700 million QQ users, we can imagine how Tencent QQ has failed. Today, while the Black Horse's editor friend invited the manuscript, to write some Tencent search for those outsiders look strange but the road of the failure of course.

　One, lack of positioning

Like most Chinese entrepreneurs, Ma's thinking is to make a product out, and then bound in the 700 million-user QQ on a push, relying on Tencent QQ massive users and Tencent community mass flow, even if the conversion rate is low, search will also have a lot of users to use, Moreover the entire Tencent system uses the Tencent Q currency to bind together.

However, this is only Mr Ma's wishful thinking. What is a search for Tencent? We stand in Tencent this angle can say this is a search engine, but, in the user's mind, this is a what? Most people will answer, this is similar to Baidu, and Google almost ... Yes, that's the answer. Prove that the Tencent search is a user unrecognized product, since the user can not recognize, what they rely on to remember, to use it?

What does Google's product stand for? It represents innovation. We have to look at Google's home page and logo changes will probably know; what does Baidu represent? On behalf of Chinese search; what does a search represent? On behalf of the cottage? Sibuxiang? products on the school to learn Baidu, the promotion of learning in Shenzhen, the cottage machine, technology to go to Google, we ask users to say, such a search like what?

The above example fully demonstrates that Tencent search is completely without accurate positioning, that is, it is not recognized and do not need to have any impression of the Shanzhai goods stall goods.

　　Second, no differentiation strategy

As we all know, a project or product, if there is no precise positioning, can be achieved through differentiation strategy or promotion methods to achieve some goals. The orientation belongs to the level of "Tao", and the differentiation strategy can only belong to the "operation". Play "way" can not play, we try to see whether the search is understood "surgery."

As mentioned above, Tencent search is a what thing? This question we invite all use Tencent Search the user to answer, everyone's answer may look like Baidu almost, and Google almost. We see clearly, it is precisely because of this almost vague statement that the Tencent search is not to the opponent to separate the area, that is, and the same type of products, there is no difference.

This is only the search for user identification, product differences. Let's see what we can do if we ask Tencent for a search. Search! What are the same things that can be used to search? Sogou, Baidu, Google, window of the world, 360 and so on, why choose Tencent Search? When answering this question, I believe the overwhelming majority of users are unable to answer. Because there is really no reason to choose Tencent. This shows that Tencent search in the marketing or services of the difference in the lack of.

Combined with the above point of view, we can draw a conclusion that Tencent search in the eyes of users is a vague product, is a dispensable product, but also an impossible to have the loyalty of products.

Therefore, Mr. Ma should now understand why more than 700 million users can not be a reasonable conversion of Tencent search users, why the search market share so little.

　　Three, Trifles

To be honest, the bottom of my heart is that most people are just savages. Acts of brute force without the strategic skills, even though wearing glasses can not see through the truth, can not find the essence of things.

Mr. Ma, who is a technical man, is obsessed with technology and products. So that in Tencent search this thing is clever and wrong, oneself hinder oneself.

Tencent search, the fundamental problem lies in the positioning, is the strategic direction is wrong, is the tactical thinking is wrong, Tencent company has invited a so-called technical Montana Mr. To do Tencent search. Do you understand the market? Do you know the Apdia law? Do you understand the root cause of the bad development of Tencent search? If you don't know, why do you have to do this structure like this? Is this not a vet to go to a doctor and start a ride on your feet?

It was because Mr. Ma himself was a technology man, he was so obsessed with technology that he thought he could change the market with a leading technology. Oh, yes, forgot to say a fact, Tencent QQ before the success, not because of the perfect technology products, but then the market is very blank and then add local things easy to use, so spread open. So do not misunderstand that is the technology to change the market, and do not use the accidental success of the past to guide the work, otherwise, will only be diametrically opposed, far.

Tencent Search is a living example. Accurately speaking, it is Mr. Ma's technical thinking of a market monster, because the birth of the beginning of the market is not in line with the basic principles, so, Tencent search market share is getting smaller and even completely disappeared, are reasonable things.

The reason why people are suffering is that they can't see through the essence of life, and so is business. If trifles, deviate from the commercial Road, the end result is to burn the flames, oneself to end oneself. I think Mr. Ma must have begun to realize the problem.

　　

　　Conclusion:

Tencent in the eyes of everyone, represents a huge scale, representing the rich, even represents the omnipotent ... However, this is the view of the secular people. When we calm down, with the basic principles of commercial fundamentals to one by one of the time, it will be found that the so-called big enterprises have so many holes in the original. If the person who will use a little use, will achieve extraordinary achievements.

So, the article is written here, to send all the entrepreneurs a word: do not those prosperity and scale of these intimidated, perhaps it is just a sham. As long as you see the essence, you can use the strategy and tactics to break it properly. Finally, because today is too busy, so bad writing, I also ask you to forgive me a lot. Welcome Gathen 22107571 to continue to communicate.