Entrepreneur's game Theory: Between Life and death and the Giants

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

[In Between the Giants and the life and death, entrepreneurial companies struggle repeatedly, but compared with the environment, each entrepreneur must overcome is their own heart]

"is the fuel consumption a little high?" At the moment of getting the trophy and the Chrysler car keys, 25-year-old Tang Wenbin a nonsense word to amuse the people in the place.

Why abandon a number of already profitable mature entrepreneurial projects? Choose such a immature team and project as "entrepreneur" Black Horse competition champion? The judges, chairman and chief executive officer of Chen and Qihoo 360, Zhou almost unanimously answered: "Bet on a future."

360 degree face recognition, is a still not perfect technology, but if you can find a mature business model, it can be widely used in many fields.

No doubt the judges are playing a game, "as an entrepreneur, in China is always facing life and death and the Giants." Zhou told the first financial daily.

Market game, how to shake the Giants

Choose Tang Wenbin, to some extent, Zhou choose oneself.

In recent years, Zhou is undoubtedly a legendary character in the Internet field. Some people think he is a wreck, all the rules do not speak; others think he is smart, into the search field, quickly become the industry second, and make the odd tiger layout form a closed loop. A big boss with Ma and other Desktop war, let Zhou famous but also suffer from customer criticism.

Yes, it would be more appropriate to define him as a spoiler, but the spoiler got himself a piece of the pie. "Challenge the brand, challenge the authority." He said I only want 10%, 15%, but his mind is the reverse of 85%, 90%. "Chrysler China sales general manager and President Zheng Jie read Zhou."

In this respect, Zhou's own interpretation is "subversive innovation". "What happens when you're faced with a big competition?" Zhou's answer is: "When you adopt a subversive style of play, especially when the user experience and business model decide to subvert, the biggest test is whether you have the determination." ”

Zhou said that the "subversion" and "destruction" of these two words with innovation linked together, many people will feel a little treason, in fact, this is a misunderstanding. The classic textbook of American Business School makes it very clear that an innovative enterprise must not be able to follow the rules of the game that has been successful in the market, and that it has to do the opposite in the face of its lack of resources, lack of funds and talent. The so-called subversive innovation is to find ways to destroy the company's existing rules of the game and business model. However, no matter what kind of subversion and destruction, there must be a reference standard, is indeed to consumers, to create value for users, creating benefits. Such subversive innovation can become the driving force for the industry to move forward, is a driving force for the progress of commercial civilization.

Giants have more than just resources and markets, and too many vested interests. And the entrepreneur itself has nothing. This is a brave bet, in the past few years, with 360 free antivirus and desktop finishing, Zhou won the market, but also opened the Internet free of precedent.

Reviewing the course of 360 development, Zhou frankly process is very difficult. After a few days of falling out with investors and board members, investors accused him of investing a lot and not doing the promised search community, but making a lifelong, free user experience. In the eyes of Zhou, free is just a means of game.

Like other industries, the current Internet market leader in China is becoming more and more closed. Zhou that subversion should be in the business model. Dare to break the existing rules of the game, disruptive Innovation (disruptive innovation) in order to become the driving force of industry progress.

Return to the core of value in game

"There are two ways to subvert big companies, one is to subvert the product experience, the other is to subvert the business model, to do it cheaper, or free, different stages can be used in different tactics." "Zhou analysis.

In between the Giants and the life and death, entrepreneurial companies struggle repeatedly, but compared with the environment, each entrepreneur must overcome is their own heart.

"First of all, oneself as a piece of white paper, in some way to innovate, you can when you do not know what in this field, this time you will be able to innovate." "Orange Crystal Hotel Group CEO Wuhai that," the enemy of innovation I feel only myself. ”

Many people simply focus on free, ignoring the user experience. This is the idea of putting the cart before the horse. "If you don't find the right way to make a profit, free is not the solution," he said. Chen, in his view, is the case for many Internet cases. Many internet business bubbles have been disillusioned by the lack of a successful profit solution and the loss of advantage in the face of new technology. And the real solution is to focus on the customer, the user and product experience as the core.

Many years ago, many blog sites, a few years ago SNS site, seems to have experienced such a wave, in a free sound, a number of sites seemingly successful and finally fell. Living conditions are generally embarrassing.

Therefore, in the game, we must also have the ability to resist the attack. "Who do the company want to be big, today the Giants ignore you, because you have not shaken them." Once the Giants have been shaken, they must be prepared to be beaten. If you want to hit someone, you will be beaten first. "I have no successful experience to share," Zhou said, "I was the biggest loser on the internet and the hardest hit in the internet, so I'm the only one who can be proud to say I'm the hardest hit." ”