Zhou: About Subversion

At the annual venture capital meeting held yesterday, 360 CEO Zhou 袆 shared a keynote speech on subversion. The following is the main content of Zhou speech through the assembly shorthand:

Everyone is talking about subversion, but subversion is not easy.

Everyone here talk about entrepreneurship, talk about subversion, we say all right, we learn martial arts people know, are talking about four of the weight, of course, there is a word called a strong will, you jiabuzhu each other is a 500 catty of the big fat, now the Chinese Internet is not fun, was playing judo, martial arts, now the Giants have changed to sumo, So I looked around the world, there are penguins on the Antarctic continent, polar bears on the Arctic Ocean, these two creatures are quick to put all the Chinese internet market.

But for the entrepreneur, in this entrepreneurial environment does not subvert the only death, so you can only die to the top, to the small entrepreneurial team how to subvert, Zhou 袆 share two points he thought the most important content: 1. Talking about the concept of product force, 2. On the tendency of perceptual power

The first is that all subversion comes from the essence of human nature, all subversion is from the angle of human nature to subvert

Subversion from the perspective of human nature is 360 success since Zhou has been talking about, free is the Chinese people and even the world's internet users, one of the human nature, 360 is precisely because of this to achieve success.

Many entrepreneurs like to talk about concepts and even play concepts, in the display of products with cool video and ideas to impress users, but in fact this is basically fantasy. Subversion does not mean that you have to equate it with a brand new thing that a user has never seen before, which in turn makes the user accept costs. Let the user believe what you have created for him.

From the human nature, often said the user experience, user experience, said the most popular is that you let users use your products, compared to others feel particularly simple, particularly convenient. So small white users are like.

Later, someone asked Zhou why they should discriminate against small white users. Because in the user's point of view, think that the small white user is an offending term. But Zhou that it was a misreading:

Xiao Bai does not mean that this person is an idiot. Just like when we go to a restaurant to order, must we study gutter oil? The same we do in the app do software, we always think of a lot of truth, users have to use, in fact, users choose our products, in fact, is very simple, is not let him think, so you put a lot of things simple, you are a user trend, Like Apple, people say he is so successful, so successful, I cite an example, you give a three-year-old child, give him an iPad, you give him a computer, he uses which device answer is self-evident, in fact, Apple's user experience is simple to the extreme.

Many entrepreneurs have stumbled for a long time, in fact, a new idea as long as a pain point to do a simple extreme is likely to be born a subversive product.

With so much material, entrepreneurs and giants, it's hard to invent a completely new product without competitors. But conversely for users, the essence of everyone (user) is to use the product when the time does not move the brain. We have said goodbye to buy a product also want to look at the time of the manual, but now many software also want users to read the manual before, this is possible?

This means that the entrepreneurial team should be more concerned about the product itself and the needs of the user, rather than because of a new concept of fire on the rush to catch up.

The second source of subversive power is sensibility rather than rationality.

Many entrepreneurs are very rational objective and neutral to investors analysis of the future of this market, do marketing analysis, do the user layer analysis, analysis of the point is not more than corporate executives and large enterprises, but just so you lose? Because these entrepreneurs are more analytical than the big companies, No matter the entrepreneur's own analysis ability is strong and cannot be specialized by the big companies to do business analysis and decision-making department senior, so if and the Giants to fight these, do a good job is lost.

What are the big companies missing?

Large companies lack of real market close to the observation, they lack of market and users have a very sensitive understanding, and the entrepreneur's user is enough small shelf is not so big can do to the user very close observation, such examples are many.

For example, many people buy Apple, he will not install the system, this time need to pirated free applications, and then we see 91 of the brothers to provide. Also, that year like good 123 is also the same, those big companies how do you do rational analysis, the reason to speak more, said that this is the reverse trend of things move something that?

Therefore, compared to participate in such "Tall" memories, Zhou that entrepreneurs should pay more attention to those around the base, ten years ago to find the opportunity to go to Internet cafes to observe the Internet. Now can go to the airport, can observe the night after the work site to observe migrant workers.

There are really a lot of opportunities in life, and you go to see what people with smart machines do when they have WiFi and what they do when they don't have wifi.

The entrepreneur asks the link

Entrepreneur ask: "We return to the problem of normal entrepreneurship, how to look for the blue sea from the Red Sea?"

Zhou: I've just come to the point where you see how many Red Sea things Apple has done in the last 10 years, whether it's a MP3 player or a tablet, it's a concept of success and not success, but Apple changed it to a pattern, so I thought if you could see it in the Red Sea, I'd always say Is Non-mainstream, Buffett has said, others greedy you fear, others fear you greedy, as long as you reverse operation, the two reverse operation, such as the giant to make the product more complex, you do the simpler, the Giants earn more and more, you really have to do, you said I did not advertise, or higher, less, This is at least a way to turn the Red Sea into a blue sea.

Entrepreneur ask: The real walk on the road entrepreneurs know, reverse the way is not easy, what is your motivation?

Zhou: There are two points, one is the intrinsic motivation, because I have always felt that I like to do other people do not dare to do, or do not want to do, is the child when the classroom always want to play a prank, I have been trying to do in different times, this is a. And I want to thank these tyrants, every day I do not want to work, I think of their time to erase me, I was full of confidence.

91 Wireless CEO Hu Zemin: Two questions, in the developer's opinion 360 is also a butt can give us to sit dead Business Week always agree? Also, if we want to do security week now will always give some experience?

Zhou: 1th I certainly disagree. The second question that I share with you in this kind of intellectual weapon, like playing tyrants, hands have a guy, I think AK47, not only can deal with tyrants, if you really want to deal with the line, if one day we do not good, I also want to be in the midst of this can subvert me, Hu always, I do not want to PK you, But to tell an objective fact, because before 360, objectively speaking before the habit of mergers and acquisitions? Why do they think I bought you, copy one can be, in fact, there are 360, the Giants have also generated fear, the Giants fear that they will have a lot of irrational behavior, they will also reflect, So over the years they've been on the internet, no matter what, began to have some of the purchase and, in fact, 91 before I sell, I have a long talk with Hu Zemin, perhaps this commercial value by the giant recognition, may face a threat of 360, make him 91 to accept, for 91来 said is also a very good result, So many entrepreneurs have learned, we often say that after the entrepreneurial brothers do not insist on, really want to take refuge in the tyrants camp, I understand, come and tell me, I help you bidding.