Zhou: The only way out for startups is micro-innovation

Plagiarism is a large company's patent, because the company also has money also have some people, a copy with others already advantage, can easily in the market to form a relatively successful model. But for entrepreneurs, there is no fame, there is no money, there is no user base, can do only innovation. "China Entrepreneur Network" November 19, 2010, Qihoo 360 Chairman Zhou in the 2010 annual meeting of entrepreneurs on the topic of "micro-innovation" address. Zhou language is amazing, said imitation, plagiarism is a large company's patent, small and medium-sized enterprises, start-ups the only way out is to do simple innovation, that is, "micro-innovation." In his view, to do "micro-innovation" to pay attention to three points, one is the principle of user supremacy, the second is to focus on the present, the third is to have the spirit of continuous improvement. The following is the selection of his speech. Zhou: The average person, innovation is a "250" concept, because the model of others, plagiarism others how insurance, how stable, how easy, everyone knows your model is very right. But a true innovator, you have to do something different, it must not be understood. Especially at the beginning of time, must be very lonely, must be in the exploration of an unknown field, must be defeated more than win less. Even sometimes know it is not, but there is a sense of mission, feel always to challenge, always try to do. In the eyes of ordinary people, the spirit of "250" is actually an innovative spirit. In front of the big guys said a lot of philosophy, a lot of ways, I can not reach this height, I will share some of the surgery. I want to talk about how small and medium enterprises and start-ups can innovate. I still very much agree with a point of view, when we mention entrepreneurship, we must first think of innovation. If there is no unusual idea, no unique positioning, for the start-up companies, is basically impossible. Plagiarism is a large company's patent, because the company also has money also have some people, a copy with others already advantage, can easily in the market to form a relatively successful model. But for us entrepreneurs, and no fame, no money, no user base, if again with others do, is that everyone seems to be similar to plagiarism and copy, you have no chance in the market. Innovation has changed in today's era. We listen to a lot of successful big guy on the stage preaching, actually they eat the seventh "steamed bun" when, they eat full, so he is to share the seventh "steamed bread" how delicious. But you have to see, their top six "steamed bun", especially the first "steamed bread" in the beginning to eat, this is how small and medium-sized enterprises learn how to eat the first "steamed bun", how to learn simple innovation. Everyone recently saw the success of Apple, Micro Bo success, everyone in the stealing vegetables every day, the times in the change, with the Internet, so that the distance between consumers and companies unprecedented short, consumers communicate information between the channels are also particularly common. In the past why talk about 4P theory, 4C theory, is under the condition of asymmetric information through advertising, dissemination of consumers, let consumers buy our things, this is the traditional marketing。 The traditional giants are the business models built in this theory. Times have changed and consumer-led times have come. That is to say, consumers will increasingly determine the direction of enterprise innovation, he wants to decide the strategy of the enterprise, so I feel, our values compare one yuan, is to see a company is not listed, after the listing of a high market value, after the market value is very high earning a lot of money, everyone to your incomparable compromise, incomparable worship. I believe in the words of Stanford Business School that small businesses, by innovating and subverting the business model of big business, are the real drivers of this society. So with the Stanford Business School's famous quote, the US's Silicon Valley, America's soft power is not in the United States there are several highly valued companies, these companies can go bankrupt, the United States can use antitrust laws to restrain them, the most important soft power to see their Silicon Valley, there is a continuous innovation mechanism. I hope that through today's innovative approach, I hope more entrepreneurs, even if the innovation is difficult, under a single value system, entrepreneurs still have to adhere to the concept of innovation. Innovation may not be necessary to succeed, to go the way adults have not explored, but not to innovate your industry must not do little. From the perspective of micro-innovation, the most important value is the user first, from the user to discover the needs of users. The very ego's sense of innovation may have passed, and now it takes more from the user's perspective to find out what they want, no matter how complicated the technology, how advanced the patent, he has no value, in fact, ultimately, to see what value he creates for the user. Our consumers are very simple, many of us in the industry often in a circle to communicate with each other, in fact, they have fooled themselves. Our consumers, including American consumers, sometimes for product requirements, do not need to say that you do 50 functions, do three characteristics, and sometimes is a very simple point, and even you feel very insignificant things, you just impress consumers heart, consumers will be very recognition of your products. It is the most important value for every CEO to put the user in the real attention point from the idea value. Here are 6 points, the first is micro-innovation, must be in line with the first principle, must be simple. Weibo is very popular today, do you really think Weibo did any great inventions? In fact, the original in writing a blog, everyone here to insist on writing blog every day? Persist, Weibo did a thing, the word into 140 words. Such a simple principle, so that he quickly lowered the threshold, so that more users dance in, resulting in a chemical reaction. We worship the Apple company, his real success is also the product made very simple, users buy is not technology, all the technology should be hidden behind, how to do your products so that ordinary consumers can understand, can also be used. To cite another example, many traditional security industries look down on the 360, think 360 is not only free "250", and the product is also very stupid. In the past all anti-virus software, I call him advanced software. And we're turning it into simple things that give you computers every dayPhysical examination, every year to your computer vaccination, we let hundreds of millions of of consumers can understand the concept of security, so not only free, 360 to get such a large user base. The second point, do micro-innovation must focus, must focus. Especially small enterprises, in the beginning of resources must be very limited, this time do not think about doing a lot of things, even you think too long, think five years later things, also not very reliable. The only thing you can do at this time is to focus your limited resources on one point. I stretched out two hands, and a flea pushed the elephant, which was not to be pushed. But if you turn the entire resource into a needle tip, you may be able to pierce a market. I often see a lot of start-up entrepreneurs, by bloggers, industry analysts bewitched will be very relish. Entrepreneurs should concentrate on thinking, how to find a point to impress consumers, how to impress consumers dessert. We are not platform, platform is not made out, the platform is large companies, big players of the patent. Small companies do not platform, because the platform for consumers are not feeling. Consumers always ask a question why I use your service and why I want to buy your product. Our enterprise is small, other can't, can form a micro-innovation culture inside the enterprise. What is the culture of micro-innovation? Not from the top down, nor from the inside out, in turn is UV and inside, a lot of innovation is to listen to the voice of consumers, is in the market to capture the potential of consumers are not even to be excavated demand. There are innovations that are bottom-up, in other words, your enterprise inside your every grass-roots staff, technical backbone, product managers, front-line sales managers, customer service, they are in the forefront of their fire recently, they from the consumer recently, they are really able to deal with consumers in the process, in the product recommendation process, Many of their feedback is often the source of innovative ideas, rather than the CEO to engage a few people, engage in several consulting companies, engage in several high-end industry consultants planning dense, operational materialism launched. If everyone here is a CEO, each CEO should consider himself as the chief manager of the product, as the chief User Experience Officer, only the enterprise to establish such a to the next innovation culture, you and large enterprises than, you have a real competitive advantage. Some people say that micro-innovation a little on the spirit, certainly not, micro-innovation will certainly have failed. Do micro-innovation to have a continuous adjustment ability, if ten years grinding a sword not easy, but the idea is wrong, the times change quickly, difficult to adjust. If you run fast and quickly adjust the method, you may be quarterly, month to cycle, and constantly introduce new product features, you can quickly in the market to get feedback. If the user said, sorry did not impress my point, you have time to do timely adjustments, there is a chance to do the next innovation. If the consumer reflects, think the idea is good, of course, rough some does not matter, you can take hot iron, can continue to improve. Do micro-innovation to have a continuous improvement of the spirit, don't want to eat a fat. Apple's success is also a small victory for the victory, do not think the ipad is aHe probably spent 10 years passing through Allenweber, ipods, ipads, even the big companies, by fine-tuning the steps. As a small business, we should have the toughness of not afraid of adjustment, not afraid of failure. For many small and medium-sized enterprises, today to talk about the pattern of some complex, the pattern is not to come out, even at the beginning of the model is not very clear, all the models are based on the creation of users value, the first user value can have commercial value. Where is the user value built? Not in the house pondering a pattern, the user value must be built on the product to speak, to provide users with what kind of products. I once again stressed that in the start-up time, if not clear how to make money, I think it does not matter, as long as the consumer is willing to accept your products, this is the first step. Many enterprises are when you have hundreds of millions of users, the pattern will naturally find you. If the user does not find dessert, every day to change to go, with a lot of VC big business model, this is talk, not CEO to do. The letter is not beautiful, good words do not believe. Innovation to have a mental preparation, you do things may be very unpopular at the beginning, others can not see clearly, this time feel very lonely. You go to VC,VC don't talk to you, you want to talk to the industry old people don't care about you, all the entrepreneur to have a bit of the spirit of loneliness can withstand. Do not look at the successful company, everyone hindsight summed up his experience, in the start-up time must not be people's attention. Baidu, Sina, Sohu think this mode is too good, you also do, still have your opportunity? There must be no chance of you. So I think as an entrepreneur, when we do it in a micro-creative way, this may be an operation, in the psychological to endure loneliness, to have the pressure, continuous micro-innovation to explore, I believe that a business is like a huge flywheel very heavy, pushing a little bit, To continue to find consumer expectations of you, adhere to the flexible adjustment, many of our entrepreneurs will be able to finally achieve the desired success. This time I did something very "250". I want to challenge, I want to let the Chinese internet unchanged so monopoly, I hope that China's Internet can become more open. I never believed that the Internet, including many industries, has formed the industry giants, they always hope that this pattern is very good, 50 years unchanged, they are always making a lot of money, the following no new start-ups can stand out, China does not lack the enterprises can make money, but the lack of innovative enterprises, can have the courage to go through innovation. Big companies contradict innovation, big companies do not love innovation, innovation has a great risk, large companies want is security, only small entrepreneurs, we have real power, not willing to follow the rules of the game, so we have the power to innovate, for innovative enterprises, not innovation will not succeed. This time I have two sentiment. The first sentiment, the user supports us, this is I just said, the user is supreme. We have always adhered to this concept, in the past four years, has been to China's hundreds of millions of netizens, so that theyNo need to spend money to enjoy better quality than to buy antivirus software experience. Critical time the user's power to support you is an innovative company when faced with a monopoly, the only thing that can rely on the greatest strength, because more than the money than the human resources, we are still a start-up company. Or a sentence, only the importance of users to down-to-earth. The second sentiment, many entrepreneurs, each of us to do micro-innovation, everyone is insignificant, but I think our various industries, especially the Internet entrepreneurs, I hope that we can more cooperation and solidarity with each other. Many startups, entrepreneurs can call for innovation, against plagiarism, against monopolies, if through this incident let the industry reflect, each company can change, let the industry more open, there are more new start-up companies can succeed, this time we pay what the price is worth.