The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall
when our college textbooks are still talking about the success stories of ebay, Amazon, Yahoo, Google, when
you go to the bookstore and buy a poor, pathetic, Internet book from America, it's full of these American
The legendary successful experience of how the Internet website is humanized and advanced in technology. But the reality we see in China is just
on the contrary, the U.S. Web site in China's development is very little, in China is basically a typical failure, it can be said that its
The development of
's Chinese competitors ' web site is a complete abandonment of the experience of these American sites, and even the
Some American websites "do it backwards" to succeed.
Although Chinese newspapers and magazines are beginning to question the general unsuccessful development of these American websites in China, what is the
because of the reasons behind the failure of these U.S. websites to develop, the analysis of these reporters is only a general, separate
boots are itchy and not in place. I have some contacts with some Internet parties and the promotion staff of the American website, plus
's own observation, that the U.S. site in China has failed mainly in the concept of doing things, they have a good strategy in China
, the smartest person, the most money, the best technology, but do not change the concept of doing things, the way, can not be in the
China produces even a successful website.
A, would rather white-collar grass, also do not ordinary public seedlings! vs. the Miao of white-collar petty bourgeoisie, also want ordinary big
Grass!
This is the Achilles heel of the development of the American website in China, the people of these American websites, no one has yet realized this, because
for the operation of these U.S. websites, the senior people are Hong Kong and Taiwan, employees are Shanghai senior office workers, they know
Road, China is always only Shanghai office this place, so all their practices include product design, website style
, the promotion target is to Shanghai office senior white-collar and top 500 enterprises as the reference object, never consider big
Public demand and small and medium-sized enterprises.
their upbringing, interest, and vision, leading to their innermost feelings is the exclusion of the public, those Internet café children, those
the internet in tens of thousands of small towns across China (note that these 2 people have accounted for a
of the Chinese Internet population)
more than half), the people of these American sites are deeply impressed, including those who are interested in "Super girls"
and so on, the U.S. website of senior white-collar workers not only dislike, and from the heart is deeply disgusted.
They only know Gmail, do not know 163 mailbox, only with MSN, never use QQ, to declare their elegance. From the Heart
In the depths of
, they feel that our site would rather go bankrupt than do a tasteless website that caters to the needs of the public.
to do China's mainstream internet sites, not to meet the needs of the public is doomed to failure.
two, would rather be forgotten by people hate VS prefer to be hated, can not be forgotten
The former is the philosophy of the American website, the latter is the philosophy of Ma Yun and Zhou Hongyi.
U.S. website for fear of a little bit of negative news, while China's website for fear of no negative news, by thousands of people "
hate "is one of the highest realms of internet promotion.
on the U.S. website are 10 times times higher than the competitor's Chinese site employees, who are afraid of losing their jobs, preferring to
has no performance, it is best not to make mistakes, take any risks. They are low-key, conservative, cautious, each
people are polite, polite, but never the mentality of war, the result of those who live, on the nail on the Chinese
Competitor website.
See Ma Yun bully ebay people, outsiders look uncomfortable: Ma Yun Taobao is still a great distance from ebay China,
used Analysys International announced Taobao more than ebay China became the eldest, ebay China's PR female director weak said: "I
They only value the user experience and so on. Ma Yun recently again to the ebay Chinese bully said "I do not see the opponent with a telescope"
。 Ebay people are afraid of making mistakes, the United States listed companies can not casually speak for the interface, afraid to say the wrong thing, live to be bullied
negative, provocative to the end.
Three, protracted war thought vs fast mentality
American website always has a long term plan, always make a lot of money to do all kinds of useless paper after market investigation
, planning how to do in a few years, do strategy, do the budget, did not easily adjust. Anyway, they were
at first.
money, some senior talent, slowly do planning, slowly develop, but the site is no more than other industries, people relish the
multinational companies in China to develop a good 10 deficit strategy in the Internet industry is not feasible, the development of less than 10 ebay
and Yahoo have acknowledged a complete failure in China. Instead of taking it slow, you might as well start out.
and competitors of China's web site forever quick Success, do the idea of the site is "fast", Ma Yun do Taobao can
organization death squads closed office, everything to fast for the purpose, emphasize small step run, edge make the wrong side adjustment. and the United States website a
began to do a lot of perfect planning and budgeting, even if the U.S. company granted a waste basket if not budgeted for one months
are not necessarily able to grant down, this change anything to be approved by the United States headquarters to do things are doomed to fail.
Four, means is the so-called, the purpose is not everything vs means is indifferent, the purpose is all
is said that Ma Yun's management is a river-style, the establishment of an indicator, such as the pursuit of traffic this year, the next year to pursue the registration volume,
no matter what method the team uses, as long as the war-style of everyone to work towards the goal, to achieve the goal of everyone "big
meat "and" spoils ", so the team what rogue means are dared to use: what plug-ins, bundles, yellow gambling virus site
promotion and so on. Chinese-style Web sites believe that "means is indifferent, the purpose is everything", the only prerequisite is not to commit crimes.
And the United States site assessment indicators are many, the rules are also many, to maintain the high-end brand "virtual" image, to maintain cross
the face of the company, but also to have a noble moral sentiments, and so on, in these premises only to pursue dozens of of many different
long-term short-term business indicators.
Five, do the user's Savior vs. follow user needs to do
maybe the only place in China for us to learn is that they value the user experience more, but this user experience goes to
to do the head, for netizens think too much, too humane but fetter their own development. Chinese users often do not
need you to be too good for them, and do not need you to think too much for them, they will choose, not you
for them
selection.
know the U.S. ICQ exit the Chinese market, development failure of the fatal, the Americans pay great attention to protect user privacy, he
in China to launch the Instant Messaging products, you use on a computer with ICQ, another computer can not be remembered
recalls the previous information, which protects the privacy of the user, that is, only in their own home a computer
the safest use, the result is not suitable for Chinese netizens to use, they retreat out of China also did not understand why
. Ma as ICQ in China partner company's technical counterpart contact person, steal Division art instant communication Technology,
knows that Chinese Internet cafes (employees of American websites never understand how the Internet café is going to be) are accustomed to only improve the
, that is, regardless of the so-called privacy issues that only senior white-collar workers will care about, will drive ICQ out of China.
Six, applauded not to draw on vs.
American-style web site in China is always applauded not to draw, they do the market to promote the same idea amazing: is
Please 4 a company to design a beautiful flat advertising, and then to the subway, waiting for the booth, and then design a suit of white-collar mouth
Taste of the network advertising, the big price in the 3 portal sites, the price of expensive to buy Google keywords (
Note that they do not buy Baidu, the United States site only Google and MSN People's eyes. Their ads are all called
.
good, but is no one online station, even if someone, input-output cost is too high, is basically invested 1000 yuan to
let a person surf the internet, they also find themselves excuses said, although no increase in traffic, but we establish a brand image, the total
is to take brand awareness or reputation as a shield.
Competitor's China website always first pursues the flow, believes that I as long as a penny promotion must bring a person's standard
to promote the site, no matter who this person is, first let him come to my site to say. Real traffic is a pragmatic
brand promotion, those empty, useless, virtual brand image can not be eaten. The only purpose of promotion is to bring
people come in, good is the product of the matter, so the promotion are "four to dial the heavy".
Seven, passive gentleman propaganda vs initiative forcibly pull
American-style market behavior is always limited to publicity-oriented (such as outdoor advertising), difficult to pull the market. Pragmatic competition
Competition for the Chinese site will not do just to establish the so-called image of the brand advertising, only to do the pull-style hype-type activities
publicity, not only produced a direct benefit, but also expanded the visibility, but also to force people to see.
Chinese brand Mr Shangxiang once observed Taobao ads and ebay's Internet ads, saying that they all use products
the display of the database banner ads, the same advertising fees, the former advertising effect is more than 10 times times:
because ebay ebay's products are Ipod,zippo, these products for the elegant people do not understand the British
not read, and how many people buy these foreign things?
and Taobao ads are sexy underwear ah, the Hindu god water and other eye-catching things, but also in the yellow gambling site forced bomb
out, don't look.
People on the American website may not be unaware of these, when their "turtle" upbringing has not been able to make their own psychological
: I would rather do put 100 million to bring 10 million people browse the elegant fashion trend of advertising, also do not make input 10 million band
to 100 million people to browse the "dirt scum" vulgar ads.
so the advertising effect of an American website is one of the 10 websites in China, only to fail.
Eight, mail, MSN communication mode vs phone, face-to-face communication
American website People 90% of the time and manner of communication is mail and communication, and complacent in all communication in English,
a telephone can solve the matter, need 10 mail transmission to solve, so many times the mail and MSN
is often the most ineffective form of communication.
Zhou a takeover of Yahoo China is the 2 kinds of communication culture conflict is very strong, all the original Yahoo employees to customers
and partners always use mail communication, never to meet with customers to drink, think that very vulgar, since the resignation of
the employees who only know about mail communication, the business has improved.
US website It is said that if there are 20 or 30 Chinese local staff meeting, but as long as there is an old outside, speak English all,
vanity and not pragmatic to the extreme, they never know what they do is Chinese business, must adopt Chinese language
and communication methods.
Nine, deserted beautiful first vs lively Rich for Wang
take a look at a website, if you don't know his American background also know is the site that Americans do: refreshing, concise
, deserted, high above the beautiful, good things are always hidden inside the website, I believe that "wine is not afraid of the alley deep", feel
to meet the taste of a multinational website. 20% small bourgeois very like, but 80% of the public to see this
, the Web page is cold and gone.
And their competitor's China website is always chattering banner floated, put the good things on the home page show push
squeeze a lot of people to see, and the design of the beautiful is not the focus of consideration.
until now the original Yahoo China people also look down on hao123: that idiot did the site ugly, a
heaps of links piled together.
can be a few years ago the same site navigation Yahoo, in China invested 1 billion, a lot of MBA, Turtle, Hong Kong and Taiwan fine
, the Guangdong Junior High School graduate of a person to build maintenance, promotional costs for 0 of the Web site navigation website hao123 completely dozen
failure, a few years ago, the number of traffic and users, advertising effects are far behind the hao123.com.
10, recruit the same background of the management of people VS recruit the entrepreneurial spirit of the people
U.S. website recruitment too much emphasis on the common way of communication, tacit understanding of the unspoken rules: those busy employees, those
cautious staff, those who have all the staff, those who are always good at English mail punctuation, those who
ppt is an impeccable and courteous employee who will always give priority to the people of Hong Kong and Taiwan, and the turtle workers. They're all
.
is a mold out of people, outside people can not enter their circle, so the style of the site, product views,
promotion and so on everyone is no need to argue the elegance of the same, but also the failure of course. They're hiring too much,
from the management corner.
degree, like well-organized.
but the people who recruit their competitors ' Chinese websites are decisive, adventurous, and ox obscure
people, although the level is uneven, but entrepreneurial spirit, doing very extreme, aggressive, but can build a
can beat the Chinese website of the US website.
In addition to some of the big U.S. website examples, many small bit of American sites in China are also the same, they
In China, tens of millions of yuan a year, the number of Internet per day is only about 10,000 people, and their competitors China website
Hundreds of thousands of a year can do it. The American website person must completely change oneself to do the above ten wrong thinking
Road, then their development in China will be by leaps and bounds.
