How do entrepreneurs break through the siege in the Age of Giants

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Absrtact: When people for Baidu 1.9 billion acquisition 91 assistant's exclaim lingering has not completely dispersed, Ali 40 (has said 5 billion) dollar's acquisition again gives a heavy bomb, thus, it is not difficult to imagine that the back of the domestic internet will have a larger acquisition occurred, Even the size of the luxury deals like Facebook190 billion buys WhatsApp is not impossible.

In these days, the entire Chinese internet was Alibaba pressed the F5 key, once again refreshed the Internet's acquisition record and the entire internet pattern, swallowed the mobile internet star Enterprise UC Excellent view, completed the mobile Internet module a beautiful blow.

At a time when the moral floor was constantly being refreshed, the Giants were refreshing the upper limit of mergers and acquisitions again and again:

When people for Baidu 1.9 billion acquisition 91 assistant's Marvel sound lingering has not completely dispersed, Ali 40 (has said 5 billion) the U.S. dollar's acquisition again gives a heavy bomb, thus, it is not difficult to imagine that the back of the domestic internet will have a larger acquisition occurred, Even the size of the luxury deals like Facebook190 billion buys WhatsApp is not impossible. It doesn't matter who gets the next takeover, the Giants ' games are as hard to guess as girls ' minds. Internet resources are being highly concentrated towards some giants, this trend is becoming more and more obvious, and does not say that social, electric business, application stores and other hot areas, only to brush the software this niche market to see the impact of the current giants: the first domestic brush machine brand Brush machine master (Zi brand root master, save brick master, etc.) Tencent is the holding company, and several influential brands and Giants Close, Brush Machine Wizard (Tencent wholly-owned acquisition), Zhuo Master (Baidu share), 360 brush Machine (Qihoo 360 products), they have occupied the brush machine 95% of the market. We should be more concerned about, as entrepreneurs, in the era of giants, oligarchs rampant, how do we survive? Do we have a chance? What should we do?

The Giants have done, but differentiated products

The entry risk of this piece is quite large, needless to be further, since the Giants have done, and do a very mature field, the entrepreneur must be very cautious to enter, such as social networking, before the QQ, and then the micro-letter, plus line, MO, Contacts, Ishin, meet a large pile of social tools covering all areas. At this time, to do a pure chat tool, the death probability is close to 100%. It is said that in the early days, Sina saw Tencent QQ do a good job, I also designed an IM tool, tall, full-featured, but in the end. Big companies are so, not to mention grassroots entrepreneurs!?

Hit the edge of the entrepreneurs have become in the field of large areas of survival of the few opportunities and methods, such as acquaintances and social have a micro-letter, strangers have a strange society, if there is no better mode, simple access to do these two will not have much meaning. But anonymous socializing is an area that no one has ever paid attention to, secret (after the name is not found) of the red on the issue, just got a round of 15 million dollar financing voice social application is also a good example, in fact, now the big guy is also caught in the micro-letter in strangers to make friends of the lack of development.

In addition to the Giants ' core business, the Giants are easy to reuse resources, and fast-expanding derivative businesses are not doing as much as possible. Before there are many to do the same city's daily necessities of the electric business platform, with the logistics and layout of No. 1th store speeding up, the cat supermarket development, Beijing-east and so on, soon disappeared, but focus on a particular segment of the electrical business has grown very quickly or even say unstoppable, focus on the tail cargo processing of electric companies only products will, Focus on female cosmetics and the United States excellent products and music Bee network. Core business is the bottom line that giants rely on to survive is the lifeline, user habits have been cultivated, the Giants will never allow later entrepreneurs to move their cheese.

But can be aimed at their business on the weakness of divergence and development.

What a giant is not good at, need to rely on offline or other resources

There are many areas where giants know the value is great and want to do it, but most of the time it is not the resources that are available to them. Too much reliance on offline resources, to some extent, internet companies are in some way divorced, internet companies tend to pay attention to light assets, rapid iteration, but if it is too dependent on offline resources, even the Giants, will weigh, or will borrow force to enter. But for the entrepreneur, this is also a relatively high threshold, suitable for local or offline resources can borrow the team or the entrepreneur.

For example, popular concept O2O, we all know that the catering is just needed, is a hot industry, but to do the public comments as early as every city to push the team to do, as well as the United States in order to win some key cities of these businesses, each city set up branch to do promotion, this process requires not only financial support, but also the need for human , endurance and so on multiple comprehensive factors, the process is very painful, even the Giants will weigh again. Public comment Zhang in describing the development process for "creeping forward this 8 years", "from the local restaurant information to find someone to write a comment, and then to form a community atmosphere gradually let users produce content, a little plowing, nothing like internet companies occupy the field market when the mercury." "The process is easy to describe with hardships, but the advantage is that the threshold is very high, once set a high threshold, the giant is difficult to enter (but comments now have become the industry boss), even Ali and Tencent such companies, so Tencent finally willing to invest 400 million U.S. dollars + micro-letter import stake in the public, Later, the micro-life as a dowry merged into the public comments. Gaobong, the failure of micro-life shows that the Giants in these areas are not good to open up are not smooth.

A subdivision in which a giant disdains or takes no account.

The Giants are standing tall, see far, their focus is mainly to build platform, pull link, create the ecology, disdain to do some of the edge of the odds and corners of the things, but also, but if the deep into these links, accumulated to a certain degree of magnitude, will explode an amazing energy. At the same time, with the rapid development of Mobile Internet, the division of labor will be more refined, more focused app or application easier to survive, such as ink weather, birthday housekeeper, clock alarm These low-key but well developed software.

March 2009, Tech with two college students Zhao and Zhang Yuse, decided to do a Symbian system based on weather software, for users, this is a "now exist, ten years later still exist" day-to-day needs, but there are few outstanding pioneers in the market, and the big business does not care about doing this, Not as an opponent. They have been focused on the field of weather, and now has developed to more than 200 million users, while beginning to move toward the direction of smart hardware (ink air fruit), and has been a large number of rounds of investment, the future of the imagination space is great;

The same example also has the birthday housekeeper app, very simple also very obscure one application, the function is in advance remind your family or the friend birthday, later also adds the purchase gift and so on function, at present the user surpasses 10 million, the transformation focus does the gift consumption and the social power service. June 6, 2014, the birthday Butler announced the acquisition by the Oriental Canopy, Qihoo 360 and cast tens of millions of yuan a round of investment.

By a small but often user-used demand point, fully do product experience, solve one or two pain points, wait until accumulated to a certain level of users, began to do product derivation and deep excavation, business model will slowly also clear up, now ink, birthday housekeeper and so on are good, if not too big accident, will continue to moisten.

Dance with the Giants to make a link in the giant ecological chain

This is the lowest threshold is also the most suitable for grassroots entrepreneurs model, the Giants are generally running to build platform to go, for example, Taobao, cat-electric platform, such as Beijing East-the beginning is 3C electric business platform, slowly develop a series of electric business platform, such as micro-letter-social platform, now seems to be in the direction of enterprise service platform; As a grassroots entrepreneur, one of the most taboo things I am afraid is to do the platform level of business, to build a platform is a good dream, but often by the reality of the mouth before waking up, the platform for the financial, human, resources, not the general initial or small enterprises can and, rather than live in the virtual platform daydreaming, than with the Giants dances, Win together.

Giants to build the industry's eco-chain, can not be exhaustive, informal, win-win coexistence is the focus of the development platform. So the Giants are also very welcome to provide derivative services to third-party service providers. It is hard to imagine Taobao to go to the three or four-line city to do Taobao small sellers operating training. There are many advantages to starting a business on a big platform: high product visibility, reduce the promotion and the user education cost, the flow is very big, the foundation construction is comparatively good, the customer is relatively stable, for example in Taobao development process grows up the rebate website and the Taobao Guest, does the public account in the micro-letter platform to develop the micro-credit service provider, has the good harvest, Brand also has a certain reputation, and even the official set up as an example, such as the recent hot rice folding network, micro-letter Third-party service provider Pocket Pass, etc.

But there is a principle on the platform: Be sure to keep alert, pay attention to the change of wind direction, familiar with the platform policy, flexible adjustment at any time. The most obvious example is Taobao blocked rebate net, mostly killed, the rest of the beautiful said, such as timely transformation, escape from the birth of the day, shortly before the micro-letter shop on-line, some micro-letter third party wailing, brick house comments "cornered", in fact, before the signal has been very obvious, but a lot of third party did not pay attention, let people sigh.

Remember the story of the American Gold Rush, the same is to go to the west to make money, everyone is busy to dig gold, really dug to gold a handful of money, but some people sell water and the people who sell tents have made a fortune, in the road of gold rush crowded, but few people pay attention to the roadside that make a pot full of water sellers. It is said that the cowboy brand Levi's was invented in this period.