What is the real reason for the loss of adobe?

September 24, Adobe issued an official statement that Adobe in China will be the main market expansion, so decided to cancel and close the Research and Development Branch in China. The research and Development Branch will stop operation at the end of December. Adobe will retain sales in Shanghai, Beijing, Guangzhou, Shenzhen, Hong Kong and Taiwan.

This is a surprising decision, because Adobe's products have been deep into our life and work, Photoshop synonymous with "PS" has become a household name, Flash has been the standard of network animation.

The reasons for Adobe's abandonment of Chinese companies have been divergent, but none of the points have been mentioned. For example, some people say the reason is because Adobe has been too bad, September 17, Adobe released the end of the August 29 fiscal year 2014, the third quarter earnings. Revenue of 1.01 billion U.S. dollars, a micro-increase of 1% per cent, not up to expectations. Net profit was $44.7 million, down 46% from $83 million a year earlier.

This is not a bad performance, revenue has increased by 1%, net profit although 46%, but still more than 44 million dollars. Moreover, the performance is too poor, more should pay attention to the potential of the Chinese market ah? Poor performance is to give up the market, this reason does not make sense.

For example, foreign media are frying adobe out of the Chinese market because of prism door, because the environment of foreign companies in China is bad, this is another ridiculous reason. Adobe's image software business, and state secrets are not related to, China's foreign enterprises are not bad, but before too good.

A company failed for many reasons, do not understand user needs, not adapt to industry development, not adapt to local conditions and so on. Luckily, Adobe made all the mistakes at the same time.

1, not adapt to China's national conditions, selling high-priced software highbrow

After Adobe withdrew from the Chinese market, many netizens apologized by saying, "Adobe, we owe you a genuine." "Sorry, when I have money, I will buy the genuine." ”

This aspect reflects the Chinese pirated more, many PS people actually did not use the genuine Photoshop, on the other hand also reflects Adobe's product pricing strategy is problematic.

I looked at it, Adobe's Photoshop CS6 is priced at $1260 trillion, which is an astronomical figure. Even if it only upgrades, it will take 265 of dollars. At the same time, cracked Adobe software is so easy, online raiders a lot of, even the rookie is easy to crack.

In China, it is necessary to understand China's national conditions and adopt appropriate strategies.

2, not adapt to industry development, cloud computing is not thorough

With the internet booming, the era of software is over, and now is the era of cloud computing. Most typically, Microsoft's office is selling high prices, while Google's docs is implemented in a cloud-free way.

Adobe is the same, in the network era, we spend thousands of yuan to buy a software, but also spend a small amount of money online use or rental services. This is a trend that no company can violate.

said that Adobe does not value cloud computing is also a bit wronged him, last May, Adobe announced the total abandonment of the creative Suite (CS) series, no longer continue to develop products such as Photoshop CS, focus on creative Cloud (CC) cloud services, Provide product services to users via online subscriptions, including Photoshop cc, InDesign cc, Illustrator cc, Dreamweaver cc, Premiere Pro cc, etc.

But Adobe seems unwilling to give up yesterday's brilliant, transformational cloud computing is not thorough. For example, users still need to download and install a large volume of client software, which is quite different from a pure SaaS cloud application service such as Salesforce. Also, Adobe's main approach to attracting users to the cloud subscription service is to stop upgrading the boxed software, although Adobe says it will continue to provide support for creative Suite6, but future major application upgrades and updates will be diverted to cloud subscription services. This means that no one will "own" the latest creative suite software in the future, and that users will need to continue to use the creative Cloud cloud services as they pay for a fee.

For the past not to let up, to hesitate to the future, so Adobe missed the great opportunity of cloud computing.

3, do not study user needs with the times, "extreme" products outdated

Another mistake Adobe has made is that it does not study the needs of users well, and keeps pace with the needs of users. For example, in today's fast-paced era, user demand for image processing is changing, most of them no longer need particularly complex, special experts, particularly large software, but a modest, just good features. They require quick processing and easy operation.

Photoshop is the opposite, the more the software to do the larger, more complex to do, more and more difficult to use, eager software learning to be a special training course. Although more and more professional, more and more powerful, but this also makes Photoshop into a small audience of professional software, and can not enter the ordinary people's home. This makes many PS people without photoshop.

In the past few years, the rise of the image processing software, such as the United States Mito, Shadow magic hands, cattle images and so on, body light volume small, features close to the Chinese user needs, not only simple operation, but also contains a lot of beautiful themes, templates, and constantly updated. More importantly, they are all free, how do you let users choose?

In fact, Adobe has a lot to change the place, in the final analysis or not comply with the development of the Internet, do not understand the needs of users. For example, Adobe can make a simplified version of Photoshop for the masses of users, free of charge to users, the business model from high-priced software to the use of free software to attract users, and then gather a user community, whether selling ads or vendor questions is a good choice.

Having made so many mistakes, Adobe, although now just shut down research and development, and sales remain, but if these errors do not correct, sadly withdrew from China is sooner or later.