He Xiaopeng: Mobile Internet innovation destroys 5 big pits of three views

This is UC founder He Xiaopeng in the Innovation School hosted PMX Salon, a keynote speech, from the product manager's point of view of the depth of the mobile Internet innovation of those pits, very dry, but also very destroyed three views: 1, authority and experience is not reliable. 2, the first super copy is not reliable. 3, the Geek user is not very reliable. 4, light look at the data is not reliable. 5, single point of concentration is not reliable. What is a reliable and innovative weapon in the lumpy of the mobile internet in the cloud? Dictation: He Xiaopeng UC Gifted founder, president of the mobile Internet innovation of those pits, is actually UC and many companies in the past made some mistakes. Some pits, we even fell more than once. Today, to share with you, is to let you know some of the pits may be encountered, can be in the future of the entrepreneurial process less to take some detours. But in the company's continuous exploration and innovation on the road, I believe that all people should continue to learn, no teachers, only the common learners. Pit One: authority and experience are unreliable. Before making a product, many people first ask the person next to them, especially the people they believe, how to do it, or whether the idea is right now. In fact, it is normal for others to recognize and not recognize you. UC early, Ding Lei, lei give us a lot of advice, investors also advise, even including other companies founder also give us advice. It now seems that none of the suggestions are truly entirely correct. After all these years, I remember most clearly is IDG investor Yang, when he gave me a vision, he said that our future initial business model should be similar to "Hao 123". There was no navigation on the UC browser at that time. After a few years, I think back again, I feel that he is right, this thing impressed me. In fact, all the experience that has been experienced is based on his past experience, but can he remain true to the new experience? I think it's probably not right. UC has a lot of product Managers report directly to me, I am most afraid of the product manager what? After I told them about some of my thoughts and thoughts, I will take them firmly, but after six months they are likely to be diverted. That is to say, a person with experience needs to change, just like the lei of the Golden Knife. Ray always founded after Millet, the play and Jinshan era is completely different, before there are KPIs, now no; Last week I met Ray General, I said the first sentence, you make millet so successful, how to look younger. Since the early days of Jinshan market, Ray is always very thin, very pale face, but he is really younger now, more spirit, and then I said I am old, Ray always come over to look at my hair, white hair is indeed a lot more. Actually my age is much bigger than everybody thought, I am almost 40 this year. I will share some experience and authority on specific cases. In the past, we divided a product into three pieces, user products, commercial products and channel nature products. Not all products can be divided into three pieces, but at least usefulHousehold products and commercial products, a few products have no commercial capability at all, but it can jump from user products to the next commercial product. The innovation we have done in the past is to make something different and to get more users ' approval. If your competitor is weak, or if there is no one else in the industry to do it, and you can do it, then this is a kind of innovation that can achieve some success. 2004 we founded UC, early in the user products and channel products to do a very big difference. The idea was simple because the browser on the phone was not good. I sat on the toilet and thought the phone was slow on the internet, so I wanted to get the speed up and drop the traffic. This would have been a very simple thing, and then we did it to find that the built-in browser is not the practice, there was no Oprea and Oprea Mini. In the channel products, in fact, UC went a lot of detours, but with data to prove very valuable, we put the navigation site to UC, through the flow of traffic, such as we give others to bring how much flow, others bring us how much flow, this is a channel product prototype. What is the effect of these flows? At that time UC a year of channel costs only 1 million, it prompted UC in the case of not too much money, so that channel products have a great upgrade. There are many companies that are making similar changes in user products, channel products, and commercial products. Take 360 as an example, first look at his commercial products, 360 launch 360 search, 360 search for an attack point is a security issue, and health-related. From the 360 point of view, he wants to attack each other's profit model. If Baidu, or even China, all search teams do not treat health as the main income, Baidu revenue will drop 45%, which is a big decline. Anyway, 360 in search of nothing, he attacked this violent attack, Baidu can not do according to 3,601 of the way, only to strengthen cooperation with the authorities. 360 still doing a thing, whether on the PC or mobile phone, if he did not think how to do products, or products to make a difference, they will be strong control channels. Recall that 360 on the PC and mobile phones are not in the control channel? Early last year, he began to control the mobile phone channels, the effect is good. But today 360 in the mobile Internet channel control, has been far inferior to the PC side, the highest PC can reach more than 80%, mobile phone up to only 30%. In the second half of 2013, Baidu, Ali, Tencent began to control the mobile Internet channels. What is the best way? I am confident to all entrepreneurs that if your users and products can do "1", the "1" stand, I think the back is "0", this is the best way. If your entrepreneurial products in the short term can not be "1" to achieve the ultimate, or can not fully stand, I suggest that the channel products must also be a certain degree of competition, it can make you comprehensive strength stronger. How many people can succeed in running a business in succession? This kind of person is really very few, American Regiment CEO Wang Count one. In fact, eitherThe first generation of Internet entrepreneurs or the second generation, it is difficult to form the continuity of innovation, one of the important thing is experience and authority. UC once did a community called UC Park, it was done in the era of Saipan, but it did not succeed. One of the most important reasons is that we are more experienced at the end of the page, too superstitious about the ability of the page. So for the past experience and authority, we have to listen to, but not all of the letter, in the implementation of the process of changing. Pit 2: "First copy after Super" is not reliable. Many people know twice times the theory that if your product is charged, you must be half as cheap as others, or one times better than others, so that you can create enough differentiation. To change an angle, called first copy after Super, the beginning of my in-house training in the PPT to see this sentence, is the first plagiarism and beyond, in fact, many internet company product managers will be unconscious to do. If you ask him what he's going to do next, he'll tell you that he hasn't figured it out yet and said he'll do it first. Remember, this has made a big mistake. After the first plagiarism beyond, more for some platform-level companies, or have strong channels and business-driven companies. If a small company does this, it will eventually form a prominent feature, that is, the later product manager more to think about how to optimize the product, modify some small details. Large and medium companies can do this, but there are really big problems with start-up companies. After UC size expanded to 500 people, we began to focus on corporate culture. Many people don't care much about culture, and startups don't have to focus on culture because your corporate team isn't big enough. What is culture? In simple terms, culture is the smell that comes from you, and your employees learn the flavor. If you expand from 500 to 2000 or 3000 people, that's another way to interpret it. In other words, for the product managers here, if the first is to copy and then beyond, then all the later follow-up product managers, product assistants will use the same method to think about the problem, not to think how to make a difference. In the past, we often describe the competition of Internet products, there are three scales: shape, God, pith. What is shape? It's your profile, your looking interface, your chart, your base interaction, your function. But God is different, why do you put this chart here, why do you put this box in the middle, how many pixels, each of your segments of the Chinese characters, or the size of the English language is what font, which is seen in God, these are used to guide the data. But the most frightening thing is the marrow, which means that your bones are what? If your team is not a team that tries to change, you will be very painful later. So what I want to say is that small teams, if you go beyond the first plagiarism, you are very difficult to go further. In particular, I see a lot of entrepreneurial team, perhaps you will have a lot of difficulties to say, I really do not think that I have no resources, I have no other advantages, so I can only thisSample。 Then I would like to suggest that, if so, the difficulty of your success is really very small. In the past, UC also invested a lot of companies, we see particularly successful companies, in fact, they are basically a lot of no channel ability, they do not have to copy others, they are in the solution of an important demand. To share an example, PP assistant, we bought the PP assistant at the end of last year, and then we looked at his financial data. We found a very exaggerated thing is that the PP assistant basically did not do the promotion, especially the payment on the promotion. This is very rare in many internet companies, in mobile internet companies. Pit 3: Geek users are also less reliable. As a product manager, I've done a similar thing before, you want to find the pain, you want to find a different place to ask who? Ask your very hardcore fan users, is this going to work? I believe it depends on the direction of your product. Give a few examples to say. About 2009 years, I met the Zang of the Charm clan, at that time was the general introduction of Ray. Ray always told me when he introduced, you should pay attention to the way of communication, he said he first met with him quarreled, and then told me not to do against him. Then I quarreled with him for the first time because he had a lot of ideas that were different from the traditional product managers, but it was pretty good to see the family. His point of view is that if you don't like the Phantom, please get out of the way, and remember, not go away. If you don't listen to him on the forum, he'll kick you out. If he thinks a product experience is good and you don't agree with him, he doesn't think he can talk to you. So it was a very important revelation to me that if you are a product of a small audience and a product of a relative mass, your point of thinking is completely different. I believe that millet in fact for fans, with a very simple example is called high low hit. And in the beginning, I thought it was a pretty different idea, actually. I have a friend named Prince Yuan, he made Navigator browser, formerly is UC's competitor. At last the navigator did not succeed, and he later summed up several reasons for his failure. One thing I quite agree with is that I was both a friend and an opponent, and he said he was taken to the ditch by a handful of geek users. A lot of people have heard a word, is a thing called lose in the pattern, win in detail. Remember, geek users, or your fans can help you, is to keep your details constantly refined, continuous refinement, but he must not know your future direction is what, your pattern is what, you will be the way to go. Of course, I also believe that there are a small number of geek users, his ideas in the middle of the refining, you can become the real direction of your. But this needs to be refined by the product manager, and it's really hard for users to refine it.