Zhou: Subversion is simplification, sensibility, micro-force

November 26-27th, 2013 venture Capital conference opens at Millennium Hotel in Beijing. The theme of this annual meeting is "subversion", the entrepreneur and the investment community representatives took turns, reviewing the 2013 year of the Big Circle event, exploring the 2014 innovation model and new business pattern. In the morning of 26th activities, Qihoo 360 Chairman Zhou made a wonderful speech, on the industry monopoly, to avoid the Giants, industry competition and other published their own views, and with the on-site guests, the audience had a wonderful interaction. The following is a live text record: Zhou: Today let me say two words, just Yu also talked about, everyone here talk about entrepreneurship, talk about subversion. Learn martial Arts people know, all speak four to dial the weight, of course, there is a sentence called a force down ten, you jiabuzhu each other is a 500-catty big fat. Now the Chinese Internet is not fun, originally playing judo, martial arts, now the Giants have changed to sumo, so I looked at the global situation, the Antarctic continent has penguins, polar bears on the Arctic Ocean, these two creatures quickly to the Chinese Internet all the market monopoly, the user's value of growth, the only thing we are glad that We have also produced a lot of companies, you see they are probably equal to all the combined sum of the listed companies, in the past few years, although our entrepreneurial state constantly teach you all kinds of entrepreneurial tricks, you have to admit that innovation is very important. I am thinking today, I say these words are nonsense, because face 500 kilograms, 1000 kilograms of big fat, I teach you how bouncing may not be very effective, but since we have chosen entrepreneurial innovation, we only have to bite the bullet to go down the road, the last encounter. I want to talk about my understanding, subversion I think there are so few. First, all subversion comes from human nature, all subversion is from the angle of human nature to subvert, why so, we have too many entrepreneurs like to talk about theory, talk about concepts, want to listen to the successful entrepreneurs to share some stories, but users will not choose your products for this, Users will always believe that you create value for him, we do not always equate subversion, we do a thing that no one else has done, brothers, this is basically a fantasy, you say now which thing we have not seen? So in today's subversion, we can kill in the things that others are doing, but subversion put this thing in a way, in fact, there are two ways, a subversion I think is simple and extreme kind, from the human nature, often said user experience, user experience, said the most popular is that you let users use your products, Compared with other people feel particularly simple, particularly convenient, we often say that small white users, small white users. Later, the user asked me, "Why do you always humiliate us, I said there is misunderstanding, small white is not to say that this person is an idiot." Just like when we go to a restaurant to order, do we have to study gutter oil? Also we do the app to do the software, we always think of a lot of truth, users have to use, in fact, users choose our products, in fact very simple, is not let him think, soYou make a lot of things simple, is a user trend, like Apple, people say he is so successful, so successful, I give an example, you to a three-year-old child, give him an ipad, you give him a computer, he used which equipment? The answer is self-evident. In fact, Apple's user experience is simple to the extreme, so the first subversion if you can find in your side to say that everyone in the use of some products, there are many stumbling, there are many pain points, there are many inconvenient places, you can make it simple and convenient, you may have a subversive innovation, and the essence of subversion is that people do not want to do more brain, today's material so rich, choose so many, similar products so much, you said I would like to use your software, read the last manual? So I think this is the 1th. The second, I also often set the business school terminology, business model subversion, but in fact, in terms of truth, the business model of the subversion is what? It is expensive things to find ways to reduce the cost of it, or to make other people charge things for free. In fact, whether it is 360 antivirus, we think, is a business model of subversion, including the micro-letter to the operators of subversion, is the common use of the charge of the text messages and MMS, not only to make it more convenient, but also become completely free. You have to think from the perspective of human nature, why free power is so large, in essence, people love to take advantage. Greed and ignorance in the Dharma, not only the Chinese people love to take advantage of, some people accuse us to use pirated, American people love cheaper, the first group-buying site is from the United States, they have to go to restaurants to eat a discount meal is also very enthusiastic. When Hewlett-Packard bought an iOS, it is said that Biandro also better, he made a tablet computer, sold 399 U.S. dollars, several years did not sell a few, and then Hewlett-Packard said we stop the business, we start a certain month clearance, the price set to 99 U.S. dollars, it is said that half a day in the U.S. This shows that the power of price reduction and free is enormous. So you will find that if you can make a thing especially cheap, or simply give it to the free, so that others can not sell the charges, it is also in line with human nature. What does this sign mean? I said these two subversion, I actually think a few additional points, the first, also I went to the Silicon Valley the previous two days, I can not like the Yong Fu they are, they are successful entrepreneurs, to Stanford to give a speech, I usually go to a small start-up company, I particularly want to see entrepreneurs around the world, I still find some different, So I want to sum up a few more. First of all, I still think there is a big difference, the power of subversion should be derived from the product force, not the concept of power. Why do you say that? Our domestic entrepreneur honestly, come up and talk to me. Concept, even the macro-world situation, in fact, you are all similar to such annual meetings, magazines, are similar to the evaluation of the house, they are all successful cases, and then put it up to a theoretical height, we listen to a particular reason, today popular O2O, Contrary to all subversionNo matter how grand your thoughts are, he comes from a force that gathers on the tip of a needle, are derived from a product breakthrough, including my participation in many entrepreneurial competitions, many people on the 5-minute, voluminous said 4 and a half, I do not know what he will say, so first to subvert, you first say what you do out of the product , you may not see the general idea of its future, nor can you predict how much money it will make in the future, but if you convince him to let the audience, investors feel that this is a product that I need, then you may have broken through. The second real subversion is from the perceptual force, not from the rational force, many entrepreneurs particularly rational to you do market analysis, do marketing analysis, to do user analysis, you read his entire business plan, you think the analysis is very good, Many of these big executives come out of business and often make such an entrepreneurial plan, but what's missing? He is less real to the market close to the observation. There are a lot of good examples in China, there are many grassroots entrepreneurs in China, for example, the first to do 91 of these people, they may not so much rational analysis, they have a market and users have a very sensitive understanding, he has a close observation of users, such as many people buy apples, he will not install the system, This time need pirate free Application, then we 91 inside have, so same as hao123 also, how do you do rational analysis? The reason is more, in the reality does not occur. On the contrary, to be able to observe the performance of the user, so I advise many entrepreneurs, rather than do this rational analysis, it is better to go to the Internet cafes, today you find a lot of migrant workers, where they press, you see, a lot of people in the airport waiting, you really seriously to observe, you will find in the reality there are many opportunities, That means there is no WiFi, and this opportunity is the inspiration for subversion. In fact, when it comes to subversion, I wrote an article on the Internet about micro-innovation, and I often stress that subversion is about micro-power, not platform power. Why do you say that? Many of our founders said I want to do a platform, platform is not a subversion, big companies are not to do the platform, because large companies to his size, he naturally became a platform. And for those of us who don't have the resources, the more bitter entrepreneurs, we are not going to do the platform, so the real subversive force from the micro-place, the focus of your resources together, we often talk about doing simple or cheap, the most important is the ultimate, so sometimes from a single point of breakthrough to form subversion. I recommend a book, this writing positioning and reorientation, there are two translations, one called "Business", a book called "Marketing War" is worth to see the entrepreneur, which summed up a strong subversive in what? Subversive forces are not in the mainstream popular market, subversive force is actually at the edge. He gave a lot of historical examples of all the successful cases in history, such as the Normandy Landings, where the Allied forces were never the most heavily defended in Germany.Place to storm, he is to choose the enemy's unexpected place to break, in fact, I think the subversion is not gongs and drums, if a reversal of the trend today, entrepreneurial State magazine has introduced to you, sorry, the giant's strategic department has already done a report, doing what those giants think very rare news, the giant saw the disdain of things, Or the giant can not understand things, because today all the companies Yu when UC, or Hu Zemin they do 91, in fact, we can do today is because the giant gave you the time of 35 growth. If you do it today, the Giants will immediately reflect it, is you put Yu, Lei tied in a piece, he also do not, is our real lei millet do so successfully, let us look up, but you think of millet just came out, I went to visit them, they do not believe that millet will subvert them. So we as entrepreneurs have to have a kind of the spirit of the bench, if you do a more fashionable thing, the media do not give you reports, no meaning, so I also often remind a little, we have a lot of small partners, we want to beat drums, today to do Sina interview, tomorrow to the entrepreneurial state bright phase, In fact, in the early days, it is better to let the Giants invisible. Moderate participation in such meetings, but more time should be the cat up with small white bubble together, pondering what perceptual needs they have, three years later, when you make your debut, you will find that the Giants can not see, he finally saw that, it is already beyond, because time is limited, the rest of the time to write Weibo. The following is the entrepreneur asked: Aishing: We have felt the subversion of your speech, we feel applause and smiling faces have increased a lot, thank you for your wonderful speech, three minutes on the countdown, you are sure that the speech is not enough, the organizers in such a link arranged a 10-minute entrepreneur asked, You can see I have a stack of very thick letters, these questions are for you, we choose a few. Let's start with the first one. The first question is do you have the most feared opponents? If so, why? If not? What is the most feared thing? Zhou: Yes, all opponents I am very afraid, a joke, in fact, I think there is often a word not afraid of the same opponents, fear of pig-like teammates, in fact, I think every enterprise is the most worried about their own, Is that you have no good management skills, there is no sustained innovation, whether they can go to find users who are not found out of the needs, this is the most important. Because this is in my own control, I feel the difference between warriors and deserters in battle, not that warriors are not afraid, many people are afraid, their difference is that you can control fear, you can turn this fear into power, so for example this year the Internet has a few tyrants, you fear is not used, or like Hu Zemin, Since the fear of joining them, so this fear is useless, so I forget, but I do not have the internal fear of making products. Aishing: Is the site satisfied with the weekly answer? OK, look at the second question, hello, every time I see you are full of confidence, pleaseAsk yourself what has been the biggest blow to you since you started your business? Zhou: In fact, I have answered this question many times, I have been hit too much, I do not remember clearly, to share a, recently I heard a rumor, the two big giants meet, said Zhou 袆 belong to, Zhou 袆 is a cockroach, how to fight all can not die. I said, I was hit by the number of giants to many, slowly you get used to, slowly can withstand, so later you face tyrants blow, he sees him as a kind of sharpening. Aishing: OK, we return to the problem of normal entrepreneurship, how to find 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, with the concept of success and not being successful, but Apple changed it to a different pattern. So I think if you could look at the Red Sea for another thought, Buffett 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. Aishing: You just mentioned to subvert, mainstream how to do, we have to reverse, but the real walk on the road entrepreneurs know that 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 always like to do things that others do not dare to do, or do not want to do, I always wanted to do it in different times when I was a kid. And I want to thank these tyrants, every day I do not want to work, I think they always kill me, I am full of confidence. Hu Zemin: I have two things, correct, I am not the old week to go inside, in fact, the week is also can be a butt to sit us dead people. Aishing: Agree? Zhou: Of course I disagree. Hu Zemin: Second question, if I want to be safe now, what should I do? Aishing: Is the week always willing to share? Zhou: In fact, I share with you this kind of ideological weapons, like playing tyrants divided fields, hands have a guy, I think AK47, not only to deal with tyrants, if you really want to deal with the line, If one day we do not do well, I also want to be able to subvert me in the midst of this present. Hu General, I do not want to PK you today, but to tell an objective fact, because there is 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 also generated fear, the Giants fear they will have a lot of irrational behavior, they will also go to reflect , so over the years they have had some mergers and acquisitions over the Internet, no matter what. In fact, before 91 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 later manyEntrepreneurs have learned, we often say that after the brothers really do not go on, really want to take refuge in the tyrants camp, I understand, come and tell me, I help you. Aishing: Thank you for your week. This problem from the audience, especially for your subversive answer, you are the next five years after the internet will be what, from a technical point of view, from the ecological perspective of the enterprise also share? Zhou: I think from my point of view, the Internet equipment has been decentralized, television, television, mobile phones, The tablet has been dispersing a lot of internet time, all the equipment you can see, whether it's on the body, on the body, including the home, the car, everything imaginable is an intelligent system that can connect to the Internet anytime, anywhere, all the data is in the cloud, so I don't know if it's good or bad. From the perspective of enterprise ecology, completely depends on the outcome of the Supreme People's Court trial, the Supreme People's Court still believes that Tencent in China has so many users, 90% of everyone thinks he is a monopolist, but he still said he is not a monopoly, so, I think five years later we may still be able to meet, we are 10 million or 20 million income, One hundred or two hundred of people, not to go up, China's Internet value will turn 10 times times, the giant will become 10 times times the market value of the company, and we meet again, over 10 years five years you will find a bunch of old cabbage. Aishing: Thank you. The final question comes from the entrepreneurial state team, we know that in 2009 you are 100 of the Internet enterprises in the entrepreneurial State, from 09 to 2013 360 for the Chinese Internet leader, you can simply share what happened in recent years? Zhou: Because we are not internet leaders, Who says we're leaders, right, we're just leaders, not leaders, we're just helping a lot of third-world internet companies, and we're fighting two superpowers. Aishing: Well, thank you for your humble and subversive answers. Zhou: I finally add that I have known Hu Zemin for many years, we also have a lot of consensus, there are many inconsistencies, I this style is a comparison of two, we can not like my style, you can not like my disorderly put words, I also often nonsense, I hope you can not support me, But I hope members will support antitrust in the Internet industry, because only by tyrants, can we divide the fields.