Cheetah CEO Fu Sheng "return to simple" part of the keynote speech

Tencent Technology Cheetah Mobile CEO Fu Sheng in Tencent has done a "return to simple" keynote address, in his speech to share the following four changes in the trend:

1, consumer products era more concerned about the appearance of the user experience, to win the experience and user awareness;

2, single-point breakthrough in the Internet age has become possible, and has become the mainstream;

3, the Internet to make the world more peaceful, and find the minimalist point, it can produce detonation;

4, we can think that the era of industrialization is the system to promote a single product, while the Internet era is the single product belt system to find a single point and brought out the entire surface.

When it comes to Chevrolet's future international strategy, Fu Sheng first cast "locomotive theory." In his opinion, the essence of Cheetah Clearance Master's success is a flank war, CM CME gradually brought out the entire team of doctors, Photogrid, Drug tyrants and other tools. Once you make a single point, you can bring out a series of cars. There is no value in putting a car there, but when you hang up a train, it becomes a luxury express train and slowly turns into a motor train. In the end, it may become a high-speed rail.

The following is Fu Sheng speech part Record:

I am constantly inside the company to be a simple person, to be a simple product, the management objectives are simple enough. This era, simple is a place that we can not see or even look down upon, but it can burst out tremendous energy, this energy will often exceed our imagination.

There have been many things that subvert our perception in this era, including a few days ago when a comic speaker released a mobile phone, in fact, I am still very respectful.

People are the animals of the times, that is, all the chances are inevitable. I feel as if we can not possibly see a pig standing up to talk to you because it has no such necessity. When you see something popular, you discover that it is not just because it is strong, because this era gave birth to a great opportunity.

There is always a word of thunder, you are nothing more than a pig standing on the tuyere. What is this tuyere? Most importantly, many things today become consumer goods. The whole concept of thinking must be changed. Twenty years ago, windows brought the era of engineers and tools; and into the era of consumer products, it is important that the experience and awareness of users is first.

And the consumer goods era there is another background - Internet age. Internet era brought about what is it? He brought down the cost of information transfer speed. Everyone is doing Internet, I do not need to be very careful.

Why the Internet will have a huge impact on the traditional industries, is the cost of information to reduce. It brings the cost reduction is much higher than we imagined. We always think that manufacturing is the core of industrial production, in fact, this concept is wrong.

The Internet makes the production and front-end, that is, the cost of information dissemination is reduced a lot, making the user cognitive costs lower. The internet has brought the information not available in the traditional industrial era and made single-point breakthrough possible and mainstream. In the past to spend on a complex system to complete the things, production logistics, sales, brand all done, in order to carry out large-scale operation.

Internet era, because it can pull the front-end users, the cost of information dissemination is very low cost, can be cut directly into the core, define a product form, product form user awareness, make a product that everyone can know. In this way, to avoid such issues as inventory.

Why should I say simple? The simplicity of penetrating power allows you to know you at a fraction of the cost, which is far more important than industrial products.

What is the hardest thing you know in the consumer goods era? That is to let hundreds of millions of people around the world know you, or even let him use you, the highest cost.

WhatsApp can sell so much money is still the core point. It's extremely simple and easy to quit without you unless you uninstall it. This is the original positioning. This simple concept can penetrate hundreds of millions of users worldwide. You will find it extremely difficult to establish the same perception for all, and that is the simple, central point. In the Internet era, simple is useful, otherwise the communication can not go out.

However, the Internet makes the world a lot more flat, and you have a point where everyone can be aware of the big savings you've had with marketing.

Today's things spread through the Internet, so that everyone can form a consensus, which is a huge background of the times. We know that something that could not have happened before is that this simple point can be quickly amplified by the Internet.

In this era, it is possible to detonate by finding a core claim through a minimal point. Because this thing can be quickly spread out, it should be simple enough. Of course, simpler than complicated.

In fact, to find an extremely simple point, suddenly detonated. This power is so powerful that we do not really know it today. We use a systematic thinking to complete what we call the layout of something.

My own conclusion: The era of industrialization is called a system with a single product, but the Internet era is a single product with a system, first point detonated, homeopathic to be able to make a series of things.

The simple first big core is to reduce the cognitive cost. Once I use QQ, I said to create a new group, how to find can not find a new group, the last collapse. Looking for almost 20 minutes. Of course, I myself have done some complicated products.

This era is different from the industrial age. Many people work very hard, but the effort is wrong. This era users can see the most or an important degree of importance, not by complexity, but by the user's perception of him to decide. Especially in the Internet age, it can be recognized by everyone and is very important.

Take Tesla as an example. When you approach the door, the door handle will automatically jump up. At that time of design, all engineers objected. Because the engineer culture that the most important car wheels, chassis is the most important. I used to buy a Citroen car and I will not buy it anymore. He said the car was safe and easy to hit, but we did not pay any attention to trivial matters.

If you stand in the Internet age, Tesla why do the door handle? In my understanding, the door handle is the place where users touch the most, each time I see it jump, my heart will suddenly produce a sense of self intoxicated.

In addition, Tesla car 10-inch screen also has this charm. I have a friend of Mercedes-Benz with a 5,6-inch screen, very rough. However, a 50-60 million car with a big screen will happen?

If he does not change, because he does not feel important. In this era, you can see and feel the most important things. We need to use this idea to rearrange.

The simple second step is to make the project controllable. I have done a lot of various functional versions, and finally found a law, if you plan to basically three months failed. I met one hundred percent failure. If more than six months of hair is not a huge possibility. This makes me very confused. I developed a "Pray Plan" at 360, one version per week, one version for a week. When I walk the peak of ten client developers, only one version a week, and finally only made a function. This actually makes that function guaranteed. Such an update speed and reaction to reality, the most important is that it simplifies management.

Instead of replacing the old management with a better one, the Internet takes a simpler approach to managing more complex projects. It is a huge difficulty to spread out in this age, but it can turn into huge energy once it is spread.

The product must be simple enough. We must not think that it is great to do more functional products, and sometimes a simple point of penetration at the product level is beyond our imagination.

Under the guidance of a simple product concept, you can make a lot of different ideas before. That year, regardless of the rise of 360, the rise of millet, including our cleaning master barely fought a battle, in fact, is true.

Another question: how to do management? This is also the biggest difficulty I face. I am as old as many middle-aged cadres, even older than me. I used the business to lead the improvement of the whole management system. In the past two years, no e-mail has been issued to me today. I do not have a large-scale, clear and many reporting relationship. I did not carry out the so-called business unit system. We have done this first phase in this way.

I've always wanted to be able to really help the whole company. My responsibility is to help the company do management, but management itself is not a goal, business is the goal.

Think of a core goal is to make business goals minimalist. As a leader, there must be such abstraction. I have a word, you must leave the complex to yourself, simply left to subordinates. In this case, when this simple goal is passed down, everyone will jump in and out of the target box. This time instead of worry about management issues.

Once, when I talked to a department, I said that your goal is too complicated. When it comes to talking about a huge and complicated data system, I simply can not understand it and it is estimated that many people do not understand it either. Do some so-called complex PPT why? He said no, our business is too complicated, there is a lot of lines, not a word can be clearly stated. I say you are complicated, more complicated than China it? Complex, more complex than the 1.3 billion people? Deng Xiaoping used three letters - GDP to solve the problem of China's development. You will find that this is the biggest difference between the so-called great men and us. To put it plainly, is a highly abstract abilities. You can simplify a complex thing.

Of course, we are facing the situation: the software is free, we will copy. I was particularly painful at the time, and I think if I continue this attack on the PC, in any case will not have a chance to subvert the 360. Later, we in San Francisco, a small broken inn, next to a small supermarket to buy 10 dollars in red wine, drink a little drunk, I said in China can not beat, to play internationally. International is better to fight. According to our CTO memories, we all looked at each other, do not know how to do it.

From then on, we began our strategy of internationalizing the entire company around this goal. Focus it on a clean-up software, rather than spread it apart. We have just stopped cell phone bully that time, that is focused. Single cleaning time drops from 20 seconds to 10 seconds. Go around this core goal point to develop the so-called path, step by step. What is the core of the so-called clean-up software? Design, background, size, including our earliest 3G to cooperate with us. Each extrapolation installation brings a natural download. At that time keep looking for promotion. This path one by one analysis clearly. Until July last year, only a Chinese version was finished by a fan.

There is another resource called tilt, not to be added. Think strategically at the minimalist point, you can think of all the ammunition to put in, because this opportunity only a moment. The core of the Internet is to capture the user's mind. Tencent doing micro-channel should also be such a courage. At that time go all out to do cheetah cleaning master. They have never seen such a three-vote product: vote VP, cast staff, cast external resources. In the first quarter of last year, we ranked 48th for downloading, and did not stop all promotions until the fourth and fourth in April. Now is the fourth.

With a minimalist goal to be able to break a single point, I think this is the opportunity created by the times. In this era, a point high enough to look different. This point can be done high enough, this is a core demand. I do not think that layout can change the war situation, the layout can only strengthen your current situation, but the layout can not produce disruptive. Only a single point can produce disruptive. Once done, how? From point to area.

We decided at that time to make a security software from Dec. 20 and took about 15 days to make it. This is also minimalist, is a button. We did not have confidence in this product at that time. As a result, it was released in just three months with more than 20 million daily actives and more than 30 million monthly actives. No use of any external resources, only recommended master clean-up. In the United States, it's better than cleaning up masters. Today in the United States, we have become very powerful in our ability to overthrow security.

Next, I want to say is "the theory of the locomotive." Once a single point has been made, a series of carriages begin to be brought out, a car there is worthless, but once hung there, it becomes a high-speed luxury train. Gradually into EMU, it becomes a high-speed rail. In March, the United States, Japan and other basically CM fast security occupied. There are three of the first four are ours. We have the top 50 already in the top 4.

The two biggest barriers to the Internet, the first is time, and the second is cognition. Once you have a different understanding than others, this awareness can lead you to move forward quickly to form a snowball effect, getting bigger and bigger. The best time for an individual in this age is that you do not have to worry about being devalued. Even in a time, you may not have been. The best part of this era is that the company is no longer alone and never put you there as a part, but instead gives you the chance to become an engine, and once it becomes an engine, no one can afford it.

It is not built that building, nor is it the petrol station, the resources have become very unimportant, it is important for individuals to know one thing. Throughout the entire era, this era is also a great place for the rivers and lakes, but you believe it to be a triangle. We just coordinated development, when you think in a company it gives you good enough return, you only have to work hard, in fact, you will get more. When you feel inadequate, as long as you are good enough, this era will give you more opportunities. This triangle allows us to think of everything as a thing, just as our CEO.

Even if I was a Cheetah mobile today, I was a minority shareholder, but I still use it as my own child. Only in this way can we get more and better returns, and tangling in other ways does not make any sense. Especially in making some choices, is a simple choice.

Concentrate yourself to a very simple point, you can make decisions that were not dare to do before. This mode of thinking is what I have been continuing for so many years. Another point, when you do the product, you have to figure out whether it is for the KPI service or for the user, to maintain the perception of the user or to meet the leadership of your critical, this is the principle of doing things, we must not easily give up , Otherwise in this era of deviation.

This era is different from the industrial age, and we should really and seriously work hard to do things. A lot of people work hard, but the effort is wrong. The importance of a thing is not determined by the complexity, but by the user's perception of it to decide. In this era, you can see and feel the most important things. Use this idea to rearrange.

We want to keep the empty cup mentality. Everything is accepted, not accepted. The right thing to accept is sieve mentality. Empty cup mentality is that you have to admit that he is doing better than you, do not look critical attitude, to learn the most changes in the industry. You first accept, after absorption in the body integration. When a person's cell phone can sell that way 60,000, first think of his right place, and then fully study.

Must be done without desire just. Although we are listed today, financial pressure is great, will be concerned about the income of these, but still to be truly product-centric. I believe that as long as the product is good, all the questions and ridicule made by us in this industry will disappear.

The last sentence to everyone, "the world has never been easier, but you become excellent." As you learn to sum up things that used to be very complicated in one sentence, your general abilities are enhanced. Many times people and people are abstractions and abstractions. This world avenue to Jane, I am also a mentality of trepidation, facing the changes of the times.