What I perceive as a few billions of dollars app's entrepreneurial rules

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Entrepreneurship, two words, a horizontal vertical; wrong, fall, right; stand.

Since 2011, I have turned to QQ open platform business, witnessed the second wave of China's Internet the most wonderful entrepreneurial dividend tide, accompanied by hundreds of of the entrepreneurial team from the dim to bright, or from the Tomb of Rebirth. Today, looking back on this three-year course, there is a point in time from a user's behavior habits of latitude, divided the Chinese Internet new pattern, this time point is June 2012. At that time, domestic users had more mobile phones than their PCs owned. (Image unit: million units)

The new pattern is an exploding but ambiguous situation that is the fastest-running entrepreneur. Among these entrepreneurs, I've seen several products that have exploded and broken the blur, with companies breaking 1 billion of dollars and others pushing 1 billion of dollars.

1. The MO

(This picture has the bright spot, the belly black etc. please seek self)

Established in August 2011, the number of registered users in 2012:22.5 million, 2013 registered users: 84.23 million, the number of registered users in 2014:120 million. This is a big bat such as the envy of the merchandizing tongue of the number, and in the capital market, last year, also estimated hundreds of millions of dollars of the Mo, said this year has been valued 2 billion U.S. dollars, and is said to go to the IPO. Behind this series of wonderful numbers, what are the rules of the mobile internet explosion?

One rule: The supremacy of human nature

On the platform of Tencent services for more than six years, the biggest feeling is that the essence of the company's understanding more and more strongly. Many laymen think Tencent is a social company, many people in the industry think Tencent is a game company, and in the siege of my view, Tencent is a family of data mining companies. From the perspective of Tencent platform to look at the street, really feel the mobile Internet shuffle-type change-understand the human nature of products will erupt. A lot of people will like to label unfamiliar products, the biggest tag on the street is "about Cannon", but the label is only explicit cognition, the real value is its insight into the weakness of human nature. The human weakness in the film "Seven Sins" has a strong penetration in the products of Mo mo: Sexual demand is just a primer, so that the opposite sex sparks, so that the same sex between arrogance, jealousy, anger, and laziness is the internet to bring young people the most terrible subversion, the stranger makes it easier for young people to find common interest in people, nearby people, Even use the "roaming" function to achieve random dating; again, greedy, this is the number of young people release the secret of stress, but also in the community atmosphere is the easiest to get rapid transmission. Two days ago and Zhouhe Investor Chat, the other party joked to, feel the habit of QQ users eat weeks black duck, MO mo user more love to eat haha mirror, because the latter younger, more group, more lazy, even downstairs to store all feel trouble.

2. Drop a taxi

Last March, when I walked into Zhongguancun e world a less than 100 flat office, which is crowded with more than 30 people, voices, 70% of people in a loud call, a listen to know in and the CAB communication, answer FAQ. The other 30% computer screens are full of data, reports, and code. Sitting in a small conference room, I saw several details: a full glass of sticky notes (full of brain storming) and a large blackboard. When it comes to exciting places, drip operators run directly to the blackboard to draw the interaction between the two sides of the interface, between his words I feel his passion and meticulous. When I put forward a few product experience suggestions as a drop-user, he recorded all of them and repeated and I confirmed the details-amount, time, location. At that time, suddenly feel "non-interference" inside the lines of Shu Qi is very in place: between people is a taste of attraction, only to the taste, can like-minded. This reminds me of more than 10 years ago, when QQ also called Oicq, A8 Music chairman Liu Xiaosong in the introduction of NetEase Ding Lei, came to Tencent to discuss investment matters. He was pony, Tony's data mining and user experience of the ultimate pursuit of shock, and finally voted Tencent. Drop a taxi in two years less than the time to get 100 million users, the value of 1 billion U.S. dollars, it's the law of the reverse attack?

Rule two: Connection unknown

Every business has its own genes or destiny. Beyond the genetic range of exploration is costly and wasteful. Bat giants face O2O are ambitious, but the offline pattern is unpredictable, do not apply to the large system under the slow roast whole sheep strategy, but should be barbaric growth, happy enclosure. Drop-A-taxi just knows the secret, and most of their core teams come from bat, and it's hard for them to follow quickly, and the rapid growth of mobile internet and data barriers make them more convinced that they need to be aggressive in expanding their turf. Last year to this year, the big Internet big guys are stressing "connection", and drop a taxi such a O2O platform is connected to the unknown area of the Giants. Illusion, a regular trip to the international trade-three Li Tun-Apple community female white-collar users is not suitable for her to buy a shopping mall gift card? Drop the first break information asymmetry pattern is a business model innovation, and the back based on LBS data analysis, is its 1 billion U.S. dollars to connect the unknown business model innovation.

3. Today's headline

This Zhang Yixi classmate is really blockbuster. Encounter such a public opinion challenge, as a technical man, he did not become frightened, but still steadfast in product optimization and actively prepare for war. I remember the first time in the small table of entrepreneurs together to see a classmate, heard him talk about why choose to do news products, I was surprised. At that time he has been doing for six months, although rapid growth, but it is clear that the Giants have begun to return to God, heavily hit the news client, this is a seemingly red Sea lake. Originally did not understand how technical men do a good job of a heavy media products, but now nearly 2 years of development time, it has been 100 million users and 500 million U.S. dollars of valuation, really provoked the public portal client envy. So what's the secret rule of today's headline that breaks the tyrants line?

Rule number three: less is much (pager is more)

The media is the easiest to manipulate, and the most likely to become a bureaucratic power dispute Vanity Fair, it is too many external factors interference. Technology is a means of fair and impartial to allow each user to perceive their own preferences, and through the continuous intelligent screening can improve the user's stickiness and multidimensional degree of data. I think this is the real internet means to subvert the traditional media, of course, it is also those from the newspaper magazine in the portal pondering the title of the party's students do not dare to think, disdain to think of the method. Media most emphasis is on the tone, emphasizing the impact of influential people, and in the mobile Internet tide, to find cock silk users of the demand is the key to the outbreak of the gap between the path. To give a user just need an example, we estimate all can guess Baidu search the largest keyword category bar, and each door is embarrassed to put this category to their own news client inside. Today's headlines are well aware of the user's motivation and behavior data, and finally listed the "Beauty" category. This just-needed release is not just being touted by users in today's headlines, including "Content jokes", "moral selection", "Miss Sis" are all the same, just through social transmission to sweep a lot of users.

4. Pomelo

Finally, another app that's also stuck in a peer controversy: grapefruit. April 2013 on line, as of June 2014, the 14-month user volume exceeded 50 million. This number shows efficiency comparable to Sina Weibo, but don't forget that Sina Weibo promotion has portal diversion, PC migration, advertising, star effect. And grapefruit is just a mobile internet products, and CEO Chen Fangyi is still a 85 after the handsome boy, how he put the female app into the capital favored sweet cakes, valued billion dollars?

Rule four: Focus + Extreme

Many people say that the internet is female, where there are women, where there is business opportunities-the electric business basically rely on female chop hand clan; social products as long as the Bai Fumi can attract a lot of cock silk male; it can attract a lot of clicks as long as it has a female picture video, even the game products are more women's clothing, male users more active. Has anyone ever done a female app community product before pomelo? I believe there is, but the insistence on not allowing men to pour into the community seems to be not much, this extreme demanding is the best protection for female users and a deep understanding of women's needs insights. Women have a very strong group identity needs, such as women like to go to the toilet, which is a social way to express their closeness. In psychology, the level of language attention of men is designed to be a contest, while women's language concerns are associated with the intention of expressing intimacy. This is the reason why Pomelo develops the community after focusing on the analysis of women's social characteristics. Today, millions of of the female users in the grapefruit production of more than 2 million posts on the content, the formation of hundreds of millions of browsing, these data continue to grow, to bring the value of the market can be imagined.

1 billion dollars for many entrepreneurs seems to be a distant future, even languish more than 10 years after the Thunder IPO is not the market value. But in the new pattern of mobile Internet, to achieve the supremacy of human nature, connection unknown, less is more, focus + extreme These laws, products can obtain explosive growth.

Above is I have contacted several hundred billion dollar start-up company's fragment and the feeling.

The writer is Tencent's Instant Communications business assistant director, Tencent College lecturer Liu Xiapei. The above view is a personal point of view, does not represent the company's position, welcome attention to the public number: Little Q tease you to play.