Zhou: No matter black horse white Horse dares to venture innovation is a good horse

News from November 24-25th, by the Entrepreneur Magazine held an annual innovation and entrepreneurial event-the fifth annual entrepreneur meeting in Beijing-National Conference Center. The same time also held a domestic well-known entrepreneurial tournament--2012 Chrysler Cup Black Horse competition annual finals. Dispatch channel to broadcast the meeting. Qihoo 360 founder Zhou and the founder of the Beijing Iron and Blood Technology Co., Ltd. Len Lei, Icanmusic founder Vekeyun and Mikamika Food Co., Ltd. founder Zhou Kaiyuan three Black Horse contest students carried out the theme of "Search for the Future" of the Dark Horse classroom. Zhou in the classroom, regardless of black horse white Horse, dare to start a good horse, regardless of black horse white Horse, the courage to innovate is a good horse.

The following is Zhou Transcript:

Moderator: It seems that there is no value to Feng's total here, thank you, this class is over, thank you for your participation.

Thanks to Feng's total share, below we begin the third lecture, the future of search, we have the Black Horse Camp Learning Group Three students, Beijing Iron and Blood Technology Co., Ltd. founder Len Lei Icanmusic founder Vekeyun, Mikamika Food Co., Ltd. founder Kai Source. Here is the instructor of this class, this year endorsement of the new imported Chrysler 300C 360 founder Zhou, please!

Zhou: Thanks to old and new friends, also thanks to Chrysler, they wrote me a very good advertising language, I am not very satisfied that I see the ads inside are cars, I do not seem to have many times, then they told me this is the car ads, not Zhou ads. If any entrepreneur wants to drive my car, I won't be driving, so welcome everyone down to sign up.

Today, we deliberately arranged for several generations of entrepreneurs, in front of Liu is always 30 years of entrepreneurs, Feng City more than 20 years, they are very intelligent, but also very business experience, so in the front, indeed I also very pressure. Including our Feng always especially like to listen to the color of the jokes, today he also spoke a few, but with the packaging, relatively cold, I see everyone did not respond to come, we now laugh out. In fact, to participate in the Dark Horse has not been twice, but every time I see so many entrepreneurs I still feel particularly excited, I usually do not drag what word, and then I think a word to everyone, is no matter black horse white horse, dare to start is a good horse, regardless of black horse white Horse, the courage to innovate is a good horse, this is my present to you a feeling.

Our topic is to talk about search, this is a love-hate topic, but we also want to be able to fasten today's theme, is innovation and challenge, I take this search example to say what is innovation, how to face the challenge. I am a typical person who challenges me all day long, so I can give my own. I actually talk a lot of micro-innovation, there are many people are particularly dissatisfied with my micro-innovation, I always think that I am misleading the young people, said that we all dream to change the world, you every day let us focus on product details, focus on the user experience, attention to a lot of trivial matters, not let us talk about the platform, not let us talk about strategy, or even talk about concepts, You should laugh at any O2o,sns. You teach us every day where the young entrepreneurs of China will go, and then I think about the micro-innovation, and I'll talk about two bolder words, subversive innovation, also called disruptive innovation.

In fact, I dare not talk about these two words in the past, as you all know, these two words in China is very reactionary words, a call subversion, a call to destruction, have heard of subversion of the government, there is counter-revolutionary destruction, the two words with innovation linked together, many people will feel a little treason. There are also many people who think that Zhou is inherently a destructive freak, born to be a spoiler, he can always find ways to make other businesses do not earn money or less money. I would like to explain that these are all misunderstandings. In fact, in the American Business School Classic Subversive Innovation of the textbook said very clearly, an innovative enterprise he must not be able to follow the market has been successful in the rules of the game to do, because he lacks resources, lack of funds and talent, he must do the opposite. So the so-called subversive innovation is to find ways to destroy the existing corporate game rules, to undermine its business model. But no matter how you subversion and destruction, there must be a reference standard, is that you are indeed to consumers, to create value for users, creating benefits. Such subversive innovation can become the driving force for the industry to move forward, even Western managers think this is the impetus to promote the progress of commercial civilization.

In addition to this big concept, many people say what subversive innovation? Are you at home for a lifetime to think about three days, think of a bad recruit, invent a recipe for Coca-Cola or invent a patent that no one else can do? It's wrong, too many of us equate innovation with invention. To invent a new thing frankly, it's really great, and it's hard. But for most of our average-born entrepreneurs, inventing doesn't mean innovation, and it's hard to invent something that nobody else has ever thought of. There are also innovations that often mean a new way to work on an existing product. There are three ways of subversion, the first is called invention, but relatively rare, such cases are very few, so it is through the technology to make a you can do, but others can not do the technology to update, to subvert. But more commonly, subversive innovations are two, one that changes from user experience and user experiences, and, in the most vulgar words, makes it easy to use things that were difficult in the past. You go through two classic textbooks, sounds particularly grand subversive innovation, which is the definition of two words, the first is what I said the experience of innovation, is to make the past very complex things become very simple, this also has the opportunity to subvert. There is also a very important innovation is the business model of innovation, in a big saying, is to make expensive things cheaper, and even let the money things become free. Congratulations, you do such a thing is also subversive innovation. So you see a lot of subversive innovations, probably in the user experience and business model of the operation to produce a different approach to the Giants.

I was in the entrance before, in fact, several students have asked me, said as an entrepreneur, in China is always facing the life and death and the Giants, in the face of the competition in the Giants how to do? In fact, when you use subversive style, especially in the user experience and business model you decide to subvert, the biggest test is whether you have the courage to take the palace, because they have too many vested interests. But the entrepreneur is nothing, so dare to start from the user, for the user I will lose, for the user, I must experience to do more to the extreme. including in the business model, I have not earned much money, I do not earn this money. But for the Giants, it's more painful than you to let them Gongjin themselves. So sometimes the decision to win or defeat, whether to do subversive innovation, is that you dare to yourself first from the state of mind, from the standpoint of speaking, you really from the user, you really dare to subvert.

Subversive innovation is frankly a sound frightening concept, but in fact, starting with micro-innovation, when you do something, you think about what your opponents are afraid to do, what they have to do, what they have no money to give up, and what business models they don't want to lose. All these places could be your chance to subvert, as long as you dare to take off your shoes, as barefoot, you dare to do thoroughly, then you start this kind of subversive innovation, in fact, the opponent's many advantage resources may become his baggage, you will let the opponent into a dilemma.

I want to take the search as an example, I decided to do the search this matter also brought me a lot of trouble, we have seen, recently I became the target, there are many rumors blowing. I do search for a lot of reasons, not a detailed, I just from the perspective of subversive innovation, in fact, I saw the opportunity to innovate. As in the United States and China, the search market is not an emerging market, is a mature market after decade years, and the market leader basically occupies 70% or even 80% of the monopolistic share. The user has formed a cognitive also formed a habit, even very bluntly, the search technology in the last 10 years, in the traditional pc-based Internet search technology has no essential technical changes, which one jumped out to say my search is the first generation, this is a fool's argument. Of course, on the phone, there may be voice, there is a map, there are many mobile phone sensor technology intervention, search may produce more products on this innovation, today I am not here to swim a fish.

I actually think that if the Chinese search industry is as good as Google in the user experience, indeed, the user's interests and social responsibility can also be placed within the scope of his consideration, I think even if the 360 has China's largest web site traffic, even if 360 have China's largest browser share, I don't think I would consider doing a search. Because the sentence, you do not have the opportunity to overturn, you completely imitate, completely follow the market leader to do, you will never have this opportunity. But I would like to say, in such a market that you think is impossible, why can I see the future of the search for subversion? It's especially easy, because a lot of the founders here are probably looking for a knowledge engine, not an advertising engine, when you need to look up information. I also like Google this company, but when you use its search, many times the results of the visit can not come out, you may not know what happened. So in China, search users have no choice but to use that search engine. So I used to say, as a fundamentalist in the free market competition, I think that companies are not used to flaunt their own good, I believe that even if a few bad companies, they just play a fair market competition, they in order to try to impress and please consumers, consumers can finally get the best results. If there is no choice, a business that is morally advertised, I don't think he has the motivation to improve the search experience. So you see today's search in some key words when everyone learned that the first screen is advertising, automatically ignored. You can ignore, everyone, your parents, many small white users they do not understand.