What do you do with Giants?

In the face of a bigger giant than you, you can't replicate what you've already accomplished, and all you can do is run counter to it. Take the search, only to consumers, users to create value, so subversive innovation can become the driving force of industry forward.

Search is a mature market, the market leader basically occupies 70% or even 80% of the monopoly of the share. The user has formed the cognition, uses the time also to use oneself frequently. Why do I see the potential for subversion in a market where people think it's impossible?

There is no essential technological change in the traditional search technology based on PC Internet, if China's search industry, like Google in the United States, does a seamless user experience, even if the 360 has the largest web site traffic and share, completely imitate, completely follow the market leader to do, there is never a chance.

When you need to look up information, you definitely want to find a knowledge engine, not an advertising engine. China's search users, in fact, there is no choice, you can only 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 today, search some keywords, we have learned that the first screen are ads, automatically ignored. You can ignore, everyone, your parents, many small white users they do not understand.

But search results and ads are mixed together, and even deliberately mixed together, so that small white users do not distinguish to click.

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 saw. In the user experience, I think there is a chance of subversion.

If I do a search engine, with Big Brother, two elder brother are similar, is stuffed with a mess of advertising, this matter 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.

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, Nod32 a 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.

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 the meaning of this sentence.

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.

(This article according to Zhou in the entrepreneur's Black Horse contest speech finishing)