To subvert innovation, please start from the palace

Recently, the day by the entrepreneur magazine sponsored by the Black Horse contest held in Beijing National Convention Center, Qihoo 360 founder Zhou as a guest to address. He explains what disruptive innovation is in the typical role of challenging people all day long, and points out that the biggest opportunity in the search industry today is that the leader of the search industry is not paying attention to the user experience. Here's what he said

In fact, to participate in the Dark Horse is not a two times, but every time I see so many entrepreneurs I still feel particularly excited, I usually do not drag what word, and then I think a word to everyone, is no matter black horse white horse, dare to start is a good horse, regardless of black horse white Horse, the courage to innovate is a good horse, this is my present to you a feeling.

Our topic is to talk about search, this is a love-hate topic, but we also want to be able to fasten today's theme, is innovation and challenge, I take this search example to say what is innovation, how to face the challenge. I am a typical person who challenges me all day long, so I can give my own.

What is subversive innovation?

I actually talk a lot of micro-innovation, there are many people are particularly dissatisfied with my micro-innovation, I always think that I am misleading the young people, said that we all dream to change the world, you every day let us focus on product details, focus on the user experience, attention to a lot of trivial matters, not let us talk about the platform, not let us talk about strategy, or even talk about concepts, You should laugh at any O2o,sns. You teach us every day where the young entrepreneurs of China will go, and then I think about the micro-innovation, and I'll talk about two bolder words, subversive innovation, also called disruptive innovation.

In fact, I dare not talk about these two words in the past, as you all know, these two words in China is very reactionary words, a call subversion, a call to destruction, have heard of subversion of the government, there is counter-revolutionary destruction, the two words with innovation linked together, many people will feel a little treason. There are also many people who think that Zhou is inherently a destructive freak, born to be a spoiler, he can always find ways to make other businesses do not earn money or less money. I would like to explain that these are all misunderstandings. In fact, in the American Business School Classic Subversive Innovation of the textbook said very clearly, an innovative enterprise he must not be able to follow the market has been successful in the rules of the game to do, because he lacks resources, lack of funds and talent, he must do the opposite. So the so-called subversive innovation is to find ways to destroy the existing corporate game rules, to undermine its business model. But no matter how you subversion and destruction, there must be a reference standard, is that you are indeed to consumers, to create value for users, creating benefits. Such subversive innovation can become the driving force for the industry to move forward, even Western managers think this is the impetus to promote the progress of commercial civilization.

In addition to this big concept, many people say what subversive innovation? is not you in the home quilt to want three days, think a loss recruit, invent a recipe of Coca-Cola or invent a patent that cannot be done by others? It's wrong, too many of us equate innovation with invention. To invent a new thing frankly, it's really great, and it's hard. But for most of our average-born entrepreneurs, inventing doesn't mean innovation, and it's hard to invent something that nobody else has ever thought of. There are also innovations that often mean a new way to work on an existing product. There are three ways of subversion, the first is called invention, but relatively rare, such cases are very few, so it is through the technology to make a you can do, but others can not do the technology to update, to subvert. But more commonly, subversive innovations are two, one that changes from user experience and user experiences, and, in the most vulgar words, makes it easy to use things that were difficult in the past. You go through two classic textbooks, sounds particularly grand subversive innovation, which is the definition of two words, the first is what I said the experience of innovation, is to make the past very complex things become very simple, this also has the opportunity to subvert. There is also a very important innovation is the business model of innovation, in a big saying, is to make expensive things cheaper, and even let the money things become free. Congratulations, you do such a thing is also subversive innovation. So you see a lot of subversive innovations, probably in the user experience and business model of the operation to produce a different approach to the Giants.

How to challenge the Giants?

I was in the entrance before, in fact, several students have asked me, as an entrepreneur, in China is always facing is life and death and the Giants, in the face of the competition in the Giants how to do? In fact, when you use subversive style, especially in the user experience and business model you decide to subvert, The biggest test is whether you have the determination to be brave, because they have too much vested interests. But the entrepreneur is nothing, so dare to start from the user, for the user I will lose, for the user, I must experience to do more to the extreme. including in the business model, I have not earned much money, I do not earn this money. But for the Giants, it's more painful than you to let them Gongjin themselves. So sometimes the decision to win or defeat, whether to do subversive innovation, is that you dare to yourself first from the state of mind, from the standpoint of speaking, you really from the user, you really dare to subvert.

Subversive innovation is frankly a sound frightening concept, but in fact, starting with micro-innovation, when you do something, you think about what your opponents are afraid to do, what they have to do, what they have no money to give up, and what business models they don't want to lose. All these places could be your chance to subvert, as long as you dare to take off your shoes, as barefoot, you dare to do thoroughly, then you start this kind of subversive innovation, in fact, the opponent's many advantage resources may become his baggage, you will let the opponent into a dilemma.

I want to take the search as an example, I decided to do the search this matter also brought me a lot of trouble, we have seen, recently I became the target, there are many rumors blowing. I do search for a lot of reasons, not a detailed, I just from the perspective of subversive innovation, in fact, I saw the opportunity to innovate. As in the United States and China, the search market is not an emerging market, is a mature market after decade years, and the market leader basically occupies 70% or even 80% of the monopolistic share. The user has formed a cognitive also formed a habit, even very bluntly, the search technology in the last 10 years, in the traditional pc-based Internet search technology has no essential technical changes, which one jumped out to say my search is the first generation, this is a fool's argument. Of course, on the phone, there may be voice, there is a map, there are many mobile phone sensor technology intervention, search may produce more products on this innovation, today I am not here to swim a fish.

Now the search industry, the biggest opportunity is the search industry leaders do not value the user experience

I actually think that if the Chinese search industry is as good as Google in the user experience, indeed, the user's interests and social responsibility can also be placed within the scope of his consideration, I think even if the 360 has China's largest web site traffic, even if 360 have China's largest browser share, I don't think I would consider doing a search. Because the sentence, you do not have the opportunity to overturn, you completely imitate, completely follow the market leader to do, you will never have this opportunity. But I would like to say, in such a market that you think is impossible, why can I see the future of the search for subversion? It's especially easy, because a lot of the founders here are probably looking for a knowledge engine, not an advertising engine, when you need to look up information. I also like Google this company, but when you use its search, many times the results of the visit can not come out, you may not know what happened. So in China, search users have no choice but to use that search engine. So I used to say, as a fundamentalist in the free market competition, I think that companies are not used to flaunt their own good, I believe that even if a few bad companies, they just play a fair market competition, they in order to try to impress and please consumers, consumers can finally get the best results. If there is no choice, a business that is morally advertised, I don't think he has the motivation to improve the search experience. So you see today's search in some key words when everyone learned that the first screen is advertising, automatically ignored. You can ignore, everyone, your parents, many small white users they do not understand.

For example, to give a search of the chaos, in the user experience with extreme examples, if you do a media, you will certainly put the article and advertising separate. Today's search engine has become a public device, not a home garden, he has in the 80% monopoly market share, has been China's largest media, even the king of the media. But search results and ads are mixed together, and even deliberately mixed together, so that small white users do not distinguish to click. So recently I said I saw the opportunity, an enterprise said that they want to learn wolf to me, I asked them whether there is a mistake? What they lack is the wolf sex, what they lack is human nature. Every businessman has to make money, but once you start entirely from the interests of the enterprise, and do not consider the interests of users, because users have no choice, you put more ads, users have more complaints, and even the media have more criticism, does not matter, because the user has no choice. So I see that in the user experience, I think there is a chance for subversion. If I do a search engine, with Big Brother, two elder brother are similar, is stuffed with a mess of ads, I think this thing is meaningless, I have no chance. Just now, if in the experience let us feel that my search is cleaner, less advertising, if there is advertising, I must put the ads with different colors marked out and search results to distinguish, not to let small white users to misunderstand, I think in experience on the creation of a subversion. Although the search technology may be similar, but this subversion will let the Giants face a very embarrassing situation. Are you with me? You do not, I believe there are always some users are not willing to be fooled, there are many users may feel indifferent, but I believe that there are many users do not want to be fooled, they want to be able to search for more, neutral, objective search results, rather than the manipulated search results, I can get users. If the user follow up, then congratulations, that's what I said, CCTV criticized the 6-day unchanged problem, I did a search, I at least drove the Giants to make some changes. At least if the search industry gets more clean, I think we can meet a little sense of achievement.

If you want to succeed, you must start from the palace

Just like when I went to do free antivirus, in fact, all the antivirus manufacturers have followed up, their only mistake, is in my free anti-virus, they are too cherish this point of income. So at that time I often send a sunflower treasure to peer, the first page of the Sunflower Book: To succeed, must first from the palace. At that time, the last page was written, if he was hesitant to turn to the last page, called even from the palace, may not be successful. When I started to do antivirus, not to deceive everyone said, my board, my investors also fell out of the sky, we are eager to beat each other table, the Cup. They said: "Zhou, we voted you so much money, you originally promised us to do community search did not do it, not easy to do a free kill rogue software to get some users, you sell Kaspersky one year also has 100 million or 200 million of income, we get a year or two on the market, on the set now. You have a free, but also for a lifetime of free, you have not killed others, you do not fool yourself?

We were not moved jinshan, rising cheese, is to smash their own rice bowls. If you do not dare to subvert the words, if you say that there are other directions, can earn money, if there is no such determination, talk about subversion?

Today's search is the same, search inside the most notorious business model is the so-called bidding rankings, your site traffic is large, the original search your name should be able to search, you should definitely be in the front. Webmaster, but I'm sorry, your flow is big, someone spent the money to search the time can be ranked in the front, which is called the bidding rankings, finally you have to spend money. Worse is the way in which the bad currency expels good currency, which leads to who spends money and who can be at the top of the line. For example, false medical advertising, the industry's most of the income is originally made by themselves, because their ads are mainly brush in the men's toilets, brush on the top of the pole, and now these places have been cleaned up, they finally found the place can be concentrated. So they contribute to the industry revenue, accounting for more than 30% of the revenue of the search industry, I do not want to criticize the industry, I do not understand, I just want to say a most simple personal feeling. To tell you, I have a doctor in Beijing to care about the relationship, or the hospital is overcrowded, because you do not see a good doctor, because medical resources are scarce. So the hospital every day overcrowded, sea people, patients can not see, they have to spend 500 dollars a click to search engine to buy visitors? So in front of the search engine spend hundreds of dollars to buy a click of those medical institutions probably what role you know.

I just think, if I also want to earn this money, in fact, I and search engine eldest brother no essential difference, that talk what subversion? You and he are feather. So the subversion of business model is to dare to give up the giant dare not give up the money, does not earn this medical profession the money, does not earn the bidding rank the money, this formed the business model subversion, this subversion also can let the giant feel the dilemma, you do not have with may lose the user, you and will lose the income, anyway, will be very difficult. In fact, I do not want to be with who deliberately embarrassed, I think the business inside competition, each company will find ways to give their customers to provide different services. As every entrepreneur, find a way to subvert the Giants, and even some one day to subvert me, I think it is natural, is from the user experience and business model of these two perspectives, which I think many entrepreneurs can really do it.

If people want to play "closed card", you should play "Open card"

In fact, wireless search represents the future of search. Today's topic on innovation and challenges, I'll take a search to do an example. I decided to do a search, and I didn't think it was completely done. But I think that when you enter a Red Sea market that is considered a foregone conclusion, you may not invent a search algorithm or invent a more advanced technology. But from the point of view of the user, from the industry point of view, from the business model point of view, you may see the opportunity to subvert, so the real subversion opportunities are everywhere.

I also have a dream, I hope not like the CCTV criticism of a search engine said that the phrase advertising, what search you are fooled. At the same time for industry, I think search engine should return to the nature of search, in fact, this is a chance to subvert. Why? Because the search engine used to talk about the concept that you have the right to be able to guide everyone's website, we all put the best content through search engines to search, the search engine naturally to bring traffic into the various sites. So the search engine wants everyone to quickly find something and then quickly leave. But today, China's search boss has openly said, we hope that users do not go, they do not only do search engines, they also use their own flow to raise vertical content and then the vertical content of the closed up, and then continue to stabilize the monopoly on traffic. So like the interactive encyclopedia the brother, you are unfortunate, you do with the search engine the same vertical content, you do not get traffic, today Youku may be easier than I feel this sentence meaning.

When the search engine to all kinds of vertical content through the flow of monopoly, it may not be very good to survive. This makes even if there is a very good content of the site to pay for traffic, then we have to engage in an open strategy, to work with a variety of vertical sites, to bring them traffic. If the search engine is excessively commercialized, is to the user experience and the product environment biggest damage, this is our later entry person's biggest opportunity.

Subversion sounds great, but when you're really a subversive and ready to move a big cheese, you have to be prepared and the big companies will use a variety of methods to strangle you. Today's giants ignore you because you haven't shaken them, and if you really find the rules of subversion and touch their interests, all the stories on me today may fall on you.

Subversion should have a delicate heart to pay attention to the interests of users and experience, but the competition should also have a rough heart, thick skin, the opponent's blow to be turned a blind eye.

The subversive must believe that no matter who you move the cheese, you can rely on is one thing, than the giant to the user better. If you're like the big guy, what's the challenge? This is the monopoly of monopolies. Dare to have their own light feet of the spirit, to be eligible to do a subversive innovator.