The winner of overheating: Internet entrepreneur wins ten

Is the internet entrepreneur a very happy thing? PE, VC Few do not do TMT, a little bit of improvement, there are several investment managers to receive, the product fire dozens of of the VC business card to choose their own investors, board members said you as soon as possible to burn money, more users will become, the United States market to China Internet valuation is fair, always have a corresponding success model to give you a premium.

Is it a hard thing to be an entrepreneur on the Internet? New Think out of things like Tencent and other companies are ready to imitate, American things are copied, but will do localization of talent not much, do a community are epidemic products, do popular than do tools several times, finally have a LBS such concept, we all rushed up, see group buying has what kind of?

This is to confirm a word, this is the best of the times, this is the worst of the times, in such an era, it is hard to avoid is full of competition, it is difficult to avoid the majority of enterprises are eliminated, a small number of enterprises will succeed. As Zhao Min, chairman of the board, said, a successful internet company means the elimination of hundreds of opponents, the Internet's victory is always built on the death heap!

Now the Internet, as long as it is to make money, there is a future of things, it is inevitable through the concept, the first winners, a group of imitators, a number of superb innovators, a number of popular wind-seekers, a large number of eliminated, several listed and the last success of this route. We also know that most people like the fate of success rather than elimination, if the industry can not avoid the overheating, then what is Internet entrepreneurs through the industry's secret of overheating? After a long period of observation, I came to ten laws, like bases, for the entrepreneurs on the road to use.

one, the first choice test complete, win opinion leader Good Word-of-mouth

The author of the "Internet: Winner Take All" (also known as: Internet product choice) in the view that only the choice of the Internet products can have the most users and value. To sum up, there are four main steps, a friend you believe in, a favorite opinion leader, and a media recommendation that allows you to experience the product, how you feel after experiencing it, whether you meet your expectations and needs and decide whether to use the second time, Be asked to ask a bunch of questions in consciousness quick questions. Decide whether to become the preferred site for this product and to consider the priority of preferred products in many products based on satisfaction.

We see Sina Weibo by virtue of its huge user base and popular concept, and eventually led Sina stock prices from 09 to 20 dollars to April 2011 mid-147.12, just two years, investment returns up to 7 times times. Not only that, for Sina CEO Cao Chao, is also a peak year, April 2011, Chao was selected the United States "Time" magazine 2011 the world's most influential figure 100.

The same excellence is also being obtained by these businesses and people: Baidu and Robin Li, 360 and Zhou, Alibaba and Ma, Youku and Koo, which affect the overall situation. Classified market such as carrying Rountines Ctrip four gentleman (Shen, hanting, Liang Jianzhang, fan), worry and Shanghui, rice net and Wanghai soldiers, Century Jiayuan and gong and so on. It is the successful experience of the preferred process of the article, they finally achieved their own brilliance.

Second, the first online exclusive product line, to win the dazzling commercial highs, for the opinion of the leaders praised

How to get more media and opinion leaders to appreciate you? First of all, a well-known case, Apple's iphone is the most expensive arcade in China, is also the most unified mobile phone of Chinese opinion leader, plus v celebrity Weibo, if from the phone, will show from the iphone client, Apple this is what level? Meanwhile, Apple's earnings show that China's two-quarter revenue was about $2.5 billion trillion, with iphone sales up 2.5 times-fold, a real boost.

Here is not to explore the apple, to say, only really cool enough things to impress the opinion leader! Try to think about the opinion leader, if you can not be very humorous to ridicule those fresh things, or is their own fashion, everywhere forefront, or is well-informed, always for everyone trivial problems to find the coolest answer. Apple is what this group of people should fall in love with, and natural apples are also the ones that are affected by them, most want to buy, or can not afford to buy the most desired thing. The Chinese group buys the prize to carry on the lottery with the Apple, all quickly creates the Apple draws the world record.

Here, for example, one shop is the largest supermarket class consumer website in China. A store in the subway first put a group of two-dimensional code subway ads, take the two-dimensional code, can be in a store successfully ordered products. This thing has not been successful for a variety of reasons (see "Revealing the internet company advertisement in Shanghai Subway"), but its biggest role is not a large-scale display, but the use of the Apple machine and Android system, the young elite, a store is very large, the idea will be in the next few years to benefit a shop.

Group 800 is currently China's largest group buying navigation site, its first lottery Apple package, including all the Apple products, even more shocking is that the next lottery is worth 1 million of the global travel. Jingdong in the express chain in the pain of the killer, Jingdong guarantee day to day and a half, easy to the city locked in half a day. Although the United States Group and DQ last huff, but opened a very good tide licensing cooperation, and link DQ successful impression to the United States Regiment itself, so that the United States regiment now stable industry top three.

third, won the first launch of new types of advertising, forcing other companies and investors forced to burn money, drag down the cash flow, improve the threshold of competition

Win the venture to do not say, this is a large number of enterprises to become the only way, here to talk about the launch of new types of advertising. The new type of advertising is the same kind of companies have not yet been put on the type of advertising, such as the audience, outdoor advertising, subway ads, frame media, tulip ads and so on. What are the tips for putting these ads on? First, to have a certain effect, spread on Weibo, which can be seen by similar enterprises or their investors. Second, where similar enterprises or their investors are likely to appear or hear. Third, advertising to the tide, easy to hype. Four, to give the opponent a great spread of pressure, like net Chen Yao ads for 58 of the same city. Five, the industry by the wind to invest more, the amount in tens of millions of dollars above, to the greatest extent to let everyone is not spontaneous, is in the venture capital to join the advertising situation.

Now the best example is the handle net for the Litters Regiment, litters Regiment rush to the market, advertising overwhelming, but always is the handle net follower, the reason is the first to pull out the subway advertising, litters Regiment in following this strategy, but ignored the handle network advertising has been the cultivation of good internal strength, Even a lottery is due to a bug loss of millions of, so which investment banks dare to take this hot potato?

four, reflect on internal integrity, not only KPI assessment to prevent the emergence of major integrity problems

This has to be done from Alibaba's choice to let Business-to-business CEO David Wei finish class. If the enterprise to KPI-oriented, fake, fake services, data fraud, false information will be less? The motto often says: When the pace is too fast, stop and look at your soul. If a moment does not stop, as Ma Yun said, professional managers each year KPI is done very well, but carefully think and wrong, but do not know what is wrong.

Finally, Ma Yun chose in 2011 to give up KPI assessment, re-establish flawless integrity system, seek to set and move, integrity is the cornerstone of all big enterprises. When we say this case, remember, do not force their employees to spell performance, so there will be no bottom line, rapid development has always been a problem, the key is to stop to solve.

This concern also to the development of the rocket-like Jingdong Mall and its representative of E-commerce, even if the backstage advanced, but also in the temptation to expand, look at their own team.

Five, pay attention to the industry integration trend, the first to launch the industry-wide navigation, search and other products

One industry's lucrative proof is that more people are entering the industry. For example, since last March in China, the number of national group buying network has reached record 5,507. Similarly, each type of E-commerce has several unequal rankings, many of the same type of site springing up.

This is mainly about the cool things. 2010, Youku launched the first video industry user rating data Products "Youku index". In the same year, together with the China Film Group, Chevrolet Branch launched the "11-degree youth" film campaign, creating a new "New Media film" mode. The masterpiece of this model, is the Chopsticks brothers 40 minutes movie "Old boy", only this one, created 35.67 million clicks.

Youku 2011 To create a search database-the entire network of video search engines, and further grasp the Internet video Search portal. With cool years of media experience, Youku full channel navigation covers all aspects of netizens ' lives, creating the conditions for all to meet in the Youku.

Youku was listed on the NYSE on December 8, 2010, with Youku's total financing ending at $233 million, with a net financing amount of $219 million deducted from the issue fees. At the end of the month, Youku announced 12.31 million ads, with a total financing of $593 million trillion, at $48.18 per share of US depository Receipts (ADS). After the listing of stock prices out of the rapid upward trend, and reached the highest point of 69.95 U.S. dollars, compared to the price of 12.8 U.S. dollars rose 546%--This is the establishment of a leadership position in the reciprocal return.

Six, the opponent every small mistake can hire a third party amplification

What is the most important thing in venture capital? High-speed growth, user income Qi. This gives the Enterprise unlimited power, but also to the Enterprise unlimited pressure. Under pressure there will be a rash, we see litters group lottery even if a large loss, it is difficult to resolve their own credibility crisis. Similarly, many e-commerce companies will have a few negative news in a year or so.

Grow too fast enterprises will always have a variety of problems finally put on the table, as competitors, how can we pass this opportunity? As the saying goes, personally dirty their hands, so these things, can find a third party to do. The credibility of the first choice, brand image impact first choice, the user experience impact first choice, friends to denigrate the impact of choice, in short, it does not matter, to pull the opponent, one hand to climb the king. Youku is not the first to do video, now is not in this very competitive market in the first one?

Seven, early listing, the earliest financing, the acquisition of their own complementary enterprises, improve the industrial chain

Early IPO early financing, this truth is not much said, how to spend money is the second big problem. We can see Alibaba in recent years has invested in the name of the shoe library, the United States network, Shanghai Bao Zun Electric, a Tatsu, Love Dog Network and many other E-commerce-related enterprises and communities.

Perfect Time and Space 2010 acquired the Beijing Xin Bao source film and television investment company and Shanghai Bao Hong English company majority stake, in addition, perfect time and space also invested in the establishment of Network literature website Chinese network, completed the film and television, literature two industry layout, and its own online products to form Synergy.

Big Brother in the game world is already difficult to distinguish its overall appearance. In 2010, Grand founder Chen decided on a grand plan to invest in the mobile Internet, setting out a somewhat crazy scheme: to sift out the top 50 companies in each segment of the industry, excluding the big companies and the investors who already have them. Meanwhile, Shanda is the first to invest in the online industry companies, there have been 18, 20, the wind and other three special funds, as of the third quarter of 2010, 18 funds have invested 700 million yuan, supporting more than 40 projects and teams, a variety of 18 funds to invest in the game running online, and even out of the overseas

Here we see that these investments are the natural extension of their own business, or can access their own platform resources, which is also in line with the nature of finance-financing and optimize the allocation of resources. In the long run, it also has great benefits, one, push high competition threshold, two, increase the relevant enterprises to their own centripetal force, three, layout industry, create synergy, four, do the whole industry chain against other giants attack

Eight, refining the industry value, to media communication leader thought

When it comes to this, it's natural to think of the electric business Big Brother Horse Cloud. Mr Ma is good at shooting, whether it is won in China Central Television, or in the size of speeches and television programs, are not evasive industry focus. The entrepreneur's insistence on individuality, deep insight into the industry, the human needs of netizens, coupled with their own motivational factors, English eloquence and chivalrous demeanor, so that he every appearance has become a wonderful performance.

This is the point here, when some media interview, must not just remember to hit others, but also remember that they are the leader of the industry, every move embodies tolerance, understanding and self-confidence, only in this way can become a feared entrepreneur, rather than xiaodujichang business owners.

Nine, the organization public relations team, guard against the size offense, provides the public relations manuscript with the Netizen likes the text

This case from a reign of the Internet War--3q War, 360 lost the lawsuit, won the popularity, Tencent won the lawsuit, lost Pr. Soon after, 360 in the NYSE successfully listed, and Baidu market value to replace Tencent, China's Internet market capitalisation is the largest company.

China's internet industry seems to be unlimited creativity, the actual is not calm, such as the last Lok Tao responsible for buying senior executives to borrow Tencent investment, things are not, in fact, through the dissemination, shake the confidence of investors and opinion leaders, not the pursuit of instant seconds to kill, the pursuit of a long-term imperceptible impact.

Ming gun Easy to hide, arrow difficult to prevent, in such an environment, even if not to attack others, also difficult to prevent each other attack themselves, and enterprise attacks are always organized, premeditated, often hurt very much. So for their own injury is very large, if again with Leonardo da Vinci and taste thousand PR level, the result is more tragic. The Black Swan is always vigilant, there are plans to be prepared to ensure that in a sudden attack, not black and blue.

"Zhou: Have to say" is the classic 3Q war, at the same time, Zhou 祎 the event of the dozens of micro-blog also memorable, take into account to clarify their own, the fight against opponents and the media, the first source of multiple roles, worth thinking, worth appreciating.

10, open the platform when the market share drops, enlarge the industry

The most basic theorem of economics is that with the increase of the entrants of the industry, everyone's economic profit tends to 0. For the bustling industry is the same, you can achieve a high market share, but cannot remain there for a lifetime, as more market segments and business opportunities are opened, market share will inevitably decline.

Grand in August 2010 open platform, playing with the high profile, attracted a lot of online games companies, even included in the top 15 of the big manufacturers. The first quarter of the 2011 online game market share 17.7%, a weak lead in the third NetEase, Tencent for 28.8%.

October 2002, the grand operation of the "legend" the highest number of online people to break 600,000. September 2003, the grand operation of the "legendary World," the highest number of online people to break 300,000, Shanda all the highest number of games at the same time online numbers exceeded 1 million, refreshed at that time to maintain the world record. Less, Shanda Although the market share has been difficult to rise to that time close to half, it is difficult to catch up with Tencent's leading position, but Shanda still has a great advantage.

Now the Grand Mighty table now, into the grand enjoyment of the resources of the super many products, there are still a lot of users and big game can afford to burn, there are a variety of options: be acquired, be invested or access open platform, it is the above points, let Shanda in the market share decline, is still a lot of small team dream Angel.

Ma Yun said: Today is very cruel, tomorrow is cruel, the day after the good. In the process, a lot of people are going to fall tomorrow night. Everyone in the fierce Internet industry to start a business, for that good, in today's pay a minute. For these people, for those who want to be entrepreneurs after the ebb tide, I believe it is not a clear way to go here.

Article from 36 Krypton