Where does a small company go under the shadow of a giant?

"Guide" China Mobile Internet market Competition is fierce, we have been consciously looking for this so-called "edge", not in the leader and the central region to attack, but to find a piece they do not look at the edge of the roundabout to achieve surprise effect.

Jinshan Network CEO Fu

Not long ago, I had a conversation with the editor of Wired, Kevin Kelly. His masterpiece, "Out of control," has the idea that the idiot election idiot, the effect is extremely alarming. In the case of hives, each bee is an idiot, with only 6 days of memory, but the whole hive shows a full 6-month memory, IQ is far beyond the individual bee.

KK based on this theory, predicting the future of the whole state of society will be out of control, that is, from the previous central government's "orderly" gradually become a "no central node" network-type society. Following this theory, we talked about the future of the Internet industry, the future of the company, the future of the people, and the survival strategies of small companies under the domination of big companies.

The internet is a living body

I asked KK the first question is, in the past decade, in the Internet and mobile Internet competition, why did not show out of the central control of the state, but more and more controlled by large companies? There are bat (Baidu, Ali, Tencent), abroad have Apple, Google, Facebook.

KK believes that this is the hierarchy, the entire network is hierarchical, each level has autonomy, will also form their own central node. Therefore, the present is that the open system will be closed to produce, the closure will be accompanied by open.

I give a popular interpretation, this is like the human body in the spleen and kidney, both in their own location points, and will slowly strengthen, eventually become an irreversible center positioning.

This is similar to the positioning of a company in the market. Taking Tencent as an example, social positioning is its central node in the Internet industry. Whether it is Ali's dealings, or NetEase's easy letter, can win the micro-letter? almost impossible. Today, if anyone comes out and says it's a delusion to beat Tencent in China's social life.

However, a life is extremely complex, there are many systems, not only the heart to complete the life of the contribution and positioning, as well as liver and spleen lung and kidney. The same goes for the entire industry, there will be more and more different positioning of the company, like Taobao as a platform has been very powerful, the Beijing-East choice to do the self-employed, and since the construction of logistics, rapid direct, delivery, although the dry-turn Taobao difficult, but the opportunity to do electricity business is still there.

In essence, the more backward the Internet competition, the more it seeks the different system positioning in the whole life body. Therefore, as a small company, how to find their own positioning, become particularly important.

Small company flank Breakout

Have to admit that the big companies have their most mature model, the best flow at a certain point to achieve the ultimate, like mountain climbing, has climbed to the entire industry can not reach the highest peak. It stood on the top of the hill, who dared to come up, on who blasted, from the mountains to the mountains, you want to go up to hit him, will only outweigh the gains.

At the same time, as a big company standing at the peak, if you want to change, or capture the next peak, the next market, it will also face a downward trend, from the center to the edge of the dilemma. This is the rule, no one can escape. So every company has its center and its edge. It takes a great deal of courage to walk from the center to the edge and downhill from the top.

In fact, most companies fail on their way to the second center, and few have two centers at the same time. Because, the previous center is too important for it, it will devote the most resources, manpower, material resource in the center, on the contrary, its edge will not receive so much attention.

At this time, the opportunity of the small company came. Since attacks on the heartland of big companies are difficult to win, small companies are more likely to rise up on the fringes of those that look technologically rough, with little return, and with few users. If one day, the edge of the region began to become the center of time, small companies have achieved the subversion of large companies.

Just like the qq of that year, people can talk about a day on the above what use Ah, no one think it has value, to the whole society is a marginal area. At that time, the center of society in Telecommunications and real estate, not the Internet. When the internet started to fire, everyone thought social networking was the center. Tencent's value is beyond the traditional industries of large companies, and even become a threat to the telecommunications industry. Therefore, the pursuit of competition is often difficult to succeed, only to the large companies do not pay attention to the slightly rough edge of the creation of value has meaning and opportunity.

From the edge to the center

Three years ago, Jinshan network set up, poor. Analysis of the competitive situation at that time, antivirus market due to the emergence of 360 security guards, but it seems less important than before, into the edge of the region. So we chose to do a good job of poison PA This anti-virus products, at that time the company's internal statement called "Zaguomaitie do poison Pa." Poison PA from a marginal product evolved into our central products, led to the company's performance multiplied. This is to do a product that looked very marginal at that time, but finally evolved into a differentiated winning strategy.

Later we started to do mobile, because the mobile phone security market competition is very fierce, we are willing to invest heavily in promotion. As a start-up company, we had to choose a battery doctor who looked very marginal. It was said that there was no market for battery doctor gadgets, as well as security products so user awareness, but with the popularity of smart devices, the battery problem is about to become a user pain point, our battery doctor's user volume in the case of no promotion quickly over billion, in China iOS is almost the most coverage of the tool; In the Android is also the province of electricity users first. At the earliest, it was also a marginal market.

China Mobile Internet market Competition is fierce, we have been consciously looking for this so-called "edge", not in the leader and the central region to attack, but to find a piece they look down on the edge of the roundabout to achieve surprise effect.

For example, Cheetah clean-up Master, is to explore the edge of the market another achievement. In the beginning, it is a small tool to clean up the rubbish file of the mobile phone, seemingly just a small function of very multi-function complex software. However, we put the experience of this small tool to the extreme, and Android garbage has become the user's biggest obsession, the result is not everyone's expectation: Cheetah clean-up Master in the Google Play on the tool list ranked first in the world, one month download more than Twitter and other world-renowned applications.

I met a lot of Americans in Silicon Valley and had them pull out their phones and see for themselves that the first place in the American charts was our product. Looking at their surprised eyes, my heart is still very proud.

Miracles often appear inadvertently, and now look back to see a lot more clearly. When you work hard and do a deep job in an obscure marginal market, it's time to wait for the edge market to become the center of the market when God favors you. Whether the whole industry changes, or the growth of their own strength, will make the edge of the past, gradually become your center. The miracle of Jinshan network again illustrates this point.

This is typical of the Internet model, a life-style feature of the model-center and edge of the continuous switching mode.

P.S. In the next issue, let's talk about big companies and corporate people and how to deal with this runaway era.