The entrepreneur is imitated by the giant to nibble the market: run together to be swallowed?

China's mobile internet is becoming a paradise for entrepreneurs to get together, many cutting-edge mobile internet companies are struggling to do products, hoping to pass a product of a gun and red. At the same time, however, the internet giants are also entering, in addition to countless from the end of the tour, the page tour, group purchase, E-commerce and other fields to come over the speculators. The phenomenon is happening in the mobile Internet market: Entrepreneurs are exploring new markets and developing new applications, while the internet giants are harvesting the market behind them.

In this "Ant shakes Elephant" battle, how should the pioneering company position, how to break through is a question worth discussing.

Mobile internet entrepreneurs in the face of investor interrogation, always face the problem: if Tencent, Taobao to do a similar product, what do you do? Currently, startups in the mobile internet sector are facing not only how to add users to their products, but also how to deal with the formidable challenges from the internet giants.

Giant imitation eats up the market

Now the personal application product fluctuation is very big, easy to obtain the flow quickly, but has not thought clearly the business model, the product has already faded down. Especially after the Giants enter, make the competition intensifies, become the biggest challenge that the entrepreneur faces.

Recently a "singing" Social K-song software, a line on the explosion of growth, quickly attracted the attention of the wind, the industry has been rumored to be valued at 75 million U.S. dollars.

However, in the face of a user-like products, the industry has shown praise for the product and pessimistic about its outlook contradictory attitude. The reason is: if Tencent took out a similar product and QQ music and micro-letter to get through, it may soon be able to kill the second "sing it."

Pioneering pioneers have always been under the pressure of the Giants to "imitate" themselves. The mobile internet boom has emerged since the second half of 2010. In the capital, countless entrepreneurial enterprises from a small application gathered users, achieved a small number of well-known products, such as Dolphin Browser, rice chat, Flight Butler, MO, the United States Mito, hotel talent and so on.

However, two years later, the industry has changed a whole day, investment institutions to tighten the cautious wait and see, a idea will be able to gain capital favor of the good times gone.

What causes capital to be cautious? A very important reason is: In the past two years, entrepreneurial surge, resulting in a large number of mobile applications, but at present these products are still difficult to form scale, there is no mature profit model, investment in short-term recovery is basically hopeless.

"Now the personal application products are very volatile, easy to get traffic quickly, but have not thought clearly about the business model, the product has been diluted down." Especially after the Giants enter, make the competition intensifies, become the biggest challenge that the entrepreneur faces. Cao, dean of the Research Institute, told the China Business News reporter.

"2011 is the super speed of the year to copy products, Chinese companies copy the United States products, large companies copy small company's products, the entire industry copying each other angrily." "said Shiong, a partner with Bertelsmann Asia Investment Fund.

When large and medium-sized Internet companies intervene in mobile Internet, they also increase the cost of development and operation of mobile products. Beijing Micro-Grid Interactive Technology Co., Ltd. CEO Liang Yawei told reporters, mobile internet labor costs rose. At present, a one-year experience in the development of engineers to start with 10,000 yuan a month, plus the promotion of rising costs, many entrepreneurial companies even if the product is good, but also unable to carry out effective promotion.

Micro-lattice is the first batch of clients to develop Sina Weibo, early because the design and experience are good, quickly reached the million download, but later due to the increase in the number of entrants, the promotion of fatigue, slow growth.

Mobile Internet analysis expert Yi said, "The current domestic mobile internet is actually the traditional internet giant led desktop Internet mobile trend, the giant behind the user, brand, technology accumulation and talent accumulation, are entrepreneurs can not match." At the same time, in addition to private giants, now entrepreneurs are still facing a greater strength, that is, from China Telecom, Chinese Unicom and other state-owned enterprises, such as the internal incubation entrepreneurial enterprises, such as the equivalent of wearing life jackets, with life buoy to kill into the market, so for grassroots entrepreneurs is a huge blow ”

This scene has already appeared. This July, China Civil Aviation Information Network Co., Ltd. (AVIC letter) under the "Air travel" application on the line, data directly from China Civil Aviation Information group released the latest flight dynamics, because information more timely and accurate, but also to provide ticket authenticity detection, seat selection, storage of all travel records and other functions, It has been quickly seconds to kill a lot of similar applications.

In the melee of mobile Internet, the competition pattern of giant and start-up company has been formed. For example: micro-letter to the MO, the public comments on the gods shake, air travel in both vertical and horizontal to fly. In addition, the hotel's talent, Hotel Butler, Miche, tonight Hotel specials, are in fact Ctrip 500 million U.S. dollars to hit the sale of the target.

There's no other way than to run.

"Pure online" technology innovation and model innovation, in the giant's flow, brand and technology accumulation, the advantages of the accumulation of talent under the impact, appears to be vulnerable. But the combination of offline real-world economies is often an area where giants are less adept and less willing to dabble.

In the face of the giant's "sneak attack", the entrepreneur is to speed up or adjust the direction to avoid its sharpness? More and more entrepreneurs are in a sense of crisis and the giant wrong peak and the line.

2010, the "Flight Butler" first entered the flight and hotel service areas. At present, Ctrip, where to go, air travel has become its strong competitors. In this respect, Beijing Vigor Day Technology Co., Ltd. (flight housekeeper) CEO Wang frankly said, "innovation itself has a huge risk, most startups are in the process of walking forward to sacrifice." In the first day of entrepreneurship, these situations are predictable, we can only run, and constantly on the steps to increase their own threshold. Among them, the most important thing is to know where to run, the final competition is the service rather than the data. ”

Early angel investor Wang Lijie also said startups should not choose to venture under the gun of the giant at first, and if they go to the forbidden area of the giant, they should turn back in time, on the one hand narrow, do deep, do the specialized, on the other hand to increase the artistic content, through the spiritual level of the appeal to retain the accurate crowd Especially not in front of the battlefield with the Giants head-on, not necessarily, not worth it.

Entrepreneurs "pure online" technology innovation and model innovation, in the giant's flow, brand and technology accumulation, the advantages of the accumulation of talent under the impact, appears to be fragile. But Wang Lijie also believes that the combination of offline real-world models is often a field that giants are less adept at and less willing to dabble in.

In the face of micro-letter competition, just melt the B-round Beijing MO Technology Co., Ltd. founder and CEO Yantan the contrary, to kill a seemingly identical but very different applications, that is, specialized services to strangers social.

For the reason that can develop from the very eyes of the micro-letter, Yantan indifferent blunt bluntly: "Some products are want to come out of the demand, put aside the circle of acquaintances, strangers social networking is the user's real needs." Acquaintances and strangers have a lot of social differences and more accurate positioning. Yantan revealed that the next will continue to expand the user volume based on the attempt to interest in social networking, location group social services.

"Opportunities are not just giants, technology is being updated, users ' needs are changing, and more innovation can be found if we focus more on innovation." "Blue Chi Venture investment director Zhu Tianyu said that the start-up companies are facing the market already some competition, the key is the entrepreneur on the market competition pattern understanding how in-depth, the forerunner of the short board is what, only to come up with a very unique countermeasures, they can find a breakthrough in the cracks.

Compete through cooperation

Selling to big companies is an option, and deep cooperation with Giants is also an option.

There is no real enemy in business. June 2012, Ctrip with 20 million yuan acquisition of flight Dynamic app fly regular news in the network upload. Wang said on Weibo: "If Ctrip buys a fly, that other OTA (online travel distributor) will not be able to cooperate with flying." Therefore, all other OTA and Flight Butler are welcome to cooperate. ”

If it is a choice to sell to a large company, deep cooperation with the Giants is also an option.

"Fly often" in the CEO Zhenghong "half-truths" in the cover of the default to get Ctrip investment. It is understood that flying is always a can help flight passengers to track flights and provide delay in intelligent forecasting applications, the core of the competition lies in the information behind the flight dynamic database, as well as a long-term accumulation of a set of algorithms.

Zhenghong to reporters, civil aviation information is divided into three large: booking, departure, flight dynamics (actual flight dynamics and Take-off and landing delay time). "Fly" is the main task is to the actual take-off, landing and other production data into the C-terminal passengers and Ctrip, where to go and other B-end customers use commercial data.

It is these back-end data advantages for the "flying constant" provides the basis of strategic cooperation with Ctrip. Flying is often provided by the flight dynamics, can extend Ctrip ticket booking service function.

With the "flying constant" background data supply role is different, positioning in the hotel reservation of the rice, is pegged to the art of the background of the housing and customer service, so accepted the art as their angel investment. Miche co-founder Raihompo told reporters, "March the beginning of the line, the monthly sales are 1700/night, to July to reach the monthly sales 12000/night, completed 10 times times the growth rate." "Raihompo is quite satisfied with the performance of the 16-person team," he said.

As for how to complete such a light operation? Raihompo revealed that art dragon not only provide housing supply, but also provide back-office customer service. For example, Miche application in the upper right corner of the 400 phone, entirely by the professional customer service professionals in the name of the Miche to answer. And the Miche of the room, will ploy dragon on average about 15% commission to take 10% within the Commission.