Guo Ziwei: Tencent how do you copy? When I was Netease, Boss asked me, how do you copy Tencent this time often have an Xiehuo burning in the chest, like screaming:?! I switched to Tencent Then, in front of "darker than black cosplay " the start-up companies, whether large companies is a real tiger or a paper tiger? Netease former director of content Guo Ziwei think, make products, little flourishes, particularly in UGC, reputation-led growth is the most robust method. Of course the truth popular and dependable, KPI under pressure is easily anxious. Maternal blood watered once a large, equivalent to martial arts practice evil ways, started fast and then force incompetent, will soon touch the ceiling.
Then a large platform called mass users, and have actually become a trap filled with flowers, smear honey chronic poison. \u0026 Mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; fairy tail cosplay \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; the following for blog description \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash ; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; sorry Tencent peers, I party a title. In fact, this article is going to write \u0026 ldquo; big companies copy you swollen what to do \u0026 rdquo;? Obviously Tencent most typical thing, so when I was Netease, Boss asked me, how do you do at this time Tencent copied repeatedly? There was a Xiehuo burning in the chest, like screaming:?! Tencent copy how I do I switched to Tencent finally I chose to start. NetEase five years I have been with the business sector, product director transfer from the content director, regarded as the senior middle of it. Netease do product environment in the industry is about the middle, it may not have other family benefits, drawbacks are globe heat with this cool. Early talk with VC angel financing when the other big change of command question is asked: Netease copy if you do I'm surprised how to answer, if left in the NetEase will be able to make out of this project, I create what business is it?? Do you think my business is to make a fortune, specifically the right, or to put it on the CEO title SB style? So the big companies in the end is a real tiger or paper tiger? I have to start with the knowledge of business operations of large companies. ▎ sector background big company is a general concept, by a number of Division \u0026 gt; large department \u0026 gt; small department \u0026 gt; team composition. Including the project group fighting strong minority, less than one-tenth of elite troops, while the proportion of parallel over at least half of the project team. We overcritical say XX company's products have done well, in fact, is a group of extraordinary strength of several projects. If you do not confrontation with them, other groups do product is 60-something average. Do you even product 70 points are not confident? Confident you do not this ass ah. Therefore, before the fear of large companies, first touch the bottom, and your project team competition of large companies which department the following at home, it is what the background. As I have previously to a large company was very curious as to why part of the business sucks, the other part is like an insider? A: Because they belong to two different divisions, a team of abjection marginalized, another team returned victorious elite troops. ▎ business association Sometimes, you find a large company and you go into the same area of competition. Do not worry, be seen as departments look at this project, and the project's main business is in the same central axis. Since the driving ambition, department heads often not the main business of the approval number and the relationship between imagination and a lot of projects, delusions miss gold mine. However, this is just testing the waters, to buy lottery tickets, major resources are still concentrated in the main business line, not to tolerate gradual growth curve (Denver mentality thing, even dig into the copper will forswear). Outside see \u0026 ldquo; XX XX company brazenly entered the field \u0026 rdquo; \u0026 hellip; \u0026 hellip; fart le, only do stand by knowing the project team, time is tight / expect high / invest less, do not hang substantially impossible.
Then on one of the large company division rivals detailed background investigation, you may be able to relieve the fear of the monster's heart. As I used to do in the portal Netease photography sharing community, the first year, eight months assigned to an engineer's work; the next year, finally have three engineers, among them two and interns. I stayed for three years, three years ... Now, before coming to basic enough technical staffing, when market opportunities had disappeared. ▎ public resources public resources of large companies often include the following parts: UED, QA, promotion place, centralized scheduling to improve efficiency. Sometimes the operations staff and a public resource, and sometimes even worse that even the programmers are public resources. Although well-off family property, public resources to each project will be diluted very shabby, so-called demand exceeds supply. Project managers may put their hiring the right people to put together, but he had to look for various public sector boss Tian Zhelian to resources, sometimes pleading, sometimes begging. He knelt down and lick the shoes all can not work every single time, I used to make a dirty trick too, things that sector funds, make the front group of colleagues in private help cut plan \u0026 hellip; \u0026 hellip; to be treated as a charge of outsourcing. Then visual draft has piled up a month, can not push further. Similar cask effect overwhelming, almost every large company project will encounter, but why so do not force, is the short board out of breath. Even grab a (barely enough) public resources, you have to deal with randomness allocation of resources. For example, small fresh style products, could be assigned to good at this style of designer? No, anyone who dispatches air down. Good at small fresh designer of course, there, people are another team, even if that project vulgar, designers are also very happy, so how can halfway half. So I had with PM, said: someone to help you do just go and burn incense vow, there to promote the position to hand on Thanksgiving tears, you also pick wisdom furans pick a dozen departments clamor for dozens of projects are the best and most want? right, you feel then let UED Nan? Because the public sector use to send a single system, the majority of project staff lack a sense of belonging, a sense of honor, he neither full participation, it is difficult to integrate into the team inside. Seat often separated by a few hundred meters, a week can only meet twenty-three face, even as participation time is short, even for relatively shallow understanding of the product, to cope with the end of this deal with that, \u0026 ldquo; just go \u0026 rdquo; the mentality is very common. The project manager is often only look at the product as a son, as others have led to a neighbor stopping by his house to a child. Better understand that the public sector this month to do a single A project next month to do a single B of this month A project group please request overtime meal, rice next month B Please request overtime. Project on-line you'd collar work / play tour / vacation, the next project group was tearful that this list is particularly important, should not have to pull a brother. Would it not be \u0026 ldquo; endless overtime \u0026 rdquo; \u0026 ldquo; endless fight this battle \u0026 rdquo ;? less to deceive you I \u0026 hellip; \u0026 hellip; designers have seen previous cooperation, privately made himself some money just for fun APP, had spent more than two months to design our department APP, at least two levels higher. Really impressive. ▎KPI KPI is evil, no KPI is totally unacceptable. The so-called KPI, is part of the system, it is also part of large enterprises disease. The world does not fly and project the majority, entrepreneurial team is tricky to measure standard is simple \u0026 mdash; \u0026 mdash; left for the king. This is a game of survival. With the company alive and swell up, natural selection screening effect quickly lost. Entrepreneurship means high risk and high return, when the entrepreneurial team to grow into medium-sized companies, large companies, the personal risk reduction (increase income, payroll job stability), earnings also decreased (option to reduce or even no), easy to breed more frivolous adventure, take the company's money to play their votes, the construction of a variety of residential flats. If you do KPI to balance, eighteen Scrapped company resources will be emptied.
People Hanlaobaoshou high salary, they earn experience points from the toss, even resignation, the next job can get a higher salary, but your boss does, only to run out of a street vendor of assets. Identification and constraints of various Scrapped management tools, which we call Project KPI, namely the stage of project assessment. Prove themselves reliable in this process, the project formerly known, the company will continue to support you. In my opinion, although a lot of good KPI whole project is dead, but more than 95% of rinse off, indeed defective, after complaints KPI's wicked cry together, that the cause of failure is \u0026 ldquo; \u0026 rdquo company does not give support ;. The question is how to prove you deserve more support this project? How to prove that you are likely to succeed in the 5% rather than 95% of the doomed? Boss after all, not Skynet, he can not know everything, especially for the new expansion business, once beyond the successful high-level experience in the field, can only be judged by the KPI project prospects. This also means that [terrible] company to project a lack of patience and vision. If you can not see the short-term data is positive, the rapid decline in support, resource supply reduction, steering wheel and immediately hit a named \u0026 ldquo; Death \u0026 rdquo; on the road. He foresaw the disaster will determine the interference of the project manager, tend to make some short-sighted harm than dirty trick out of their lives struggling to keep their eyes. ▎ level interventions mentioned large companies lack the patience and foresight of new business, which is also the root cause senior body. The so-called high-level, the minimum is under the jurisdiction of hundreds of people regard high officials, normally from the date from VP. Big company executives must be able to do extraordinary that it cosplay costumes for sale can, after the unfortunate people over 30 years old to the new field of learning plummeted, coupled with the administrative affairs ridden, unable to focus on business. Therefore expand the market, the majority of high-level mixed tunnel vision and opinionated these two qualities will inevitably rely heavily KPI management. Conversely, if a project aimed at executives, determined to gamble it, it will get more resources and tolerance, the initial KPI may simply does not set up, all public sector spin around you. It can get rid of the top behind 60 percent of large enterprises disease, as a start-up team, to face such opponents is a very terrible thing, but fortunately, they are just a handful, accounting for less than 5%. And you'll also be a sunny day because of rain wet shoes, afraid to go out on the timid it? Moreover, high-level support is a double-edged sword, he will give you enough fodder to feed, nail good shoe, but also to You put on the bit, delineation direction even strategy. So the policy level specified direction wrong? Congratulations, your project hung up. Executive will make as a mountain, chief fear is an outsider. In other cases, large companies project because of insufficient resources, resource dislocation and do hit, in fact, influence or high-level decision-making. He believes that this support is sufficient to see the prospects, if defeat, why gamble it. Well, after all, the main business is still profitable, and have a choice, but rather \u0026 ldquo; no choice \u0026 rdquo; into entrepreneurial team backs against the wall where toughness. ▎ work together to tell sounds very harsh words, big companies really difficult to talk about together. As I understand it, is not the cornerstone of personal qualities together, but members are suitable for this project, like this project, natural to unite. You can join a one big company, often by their aura / welfare / attract qualified with a pit on Meng Wang jumped, followed by reorientation easy. What projects are also subject to sector limits, autonomy is very limited. In other words, the big companies involved in the project team, not the most suitable, like most people in this project, but the project manager can now get people (mobilization, recruitment and public sector to send a single). Even the project manager himself is ordered for, or draw lots of frustration. Powered work is professional ethics, quarterly assessment, bonuses and fame, they are not your love for this product. Honestly admit that I myself is one example. Even in overtime Netease very much love to do it until the resignation of the product, just think in the past are all walking corpses. And my current entrepreneurial team is only six people from five large companies (listed or will be listed). You say we give up paying welfare, stability to Shanghai to do an iffy product why certainly not served my three dead brain Shishenwan \u0026 hellip;? \u0026 Hellip; so I now project faster than before Netease fast 3 times, the progress of work planned, without management, a strong initiative of the players, happy with the tacit cooperation within the past never experienced before. Word: \u0026 ldquo; happy \u0026 rdquo ;. In exchange for large companies, and that was how much playing chicken mobilization meeting open ah, the last meeting was still asleep. ? ▎ Tomorrow is what a small team to compete with the big companies it was said to be \u0026 ldquo; \u0026 rdquo ;, focus was said to be \u0026 ldquo; \u0026 rdquo ;, patient was said to be \u0026 ldquo; vision \u0026 rdquo ;. These are right, I should add that a small team than some large companies make less wrong. This sentence sounds very baffling, large companies talent, a small team with others than what the correct rate of answer is simple:? Talents, but also Tomorrow. Comments to the project the more people, the lower the efficiency, which is ironclad laws. Especially when the recommendations were included in all levels of leadership when the decision is even more erratic. You have to consider the position of supervisor, stand sector companies subtle political environment, of course, no lack of insight, close together, it becomes noise. Spent a lot of time for examination / modify / meetings / quarrel / write document / go above process, slow chess move difficult to set, but also increase the probability of going astray. In contrast, the quick decision making small team, fast action, just hit the soft underbelly of the big companies. A new product out power to send large companies found that it was at least two months to read it two months, the project team had to spend a good group two months. Coupled with the market uncertainty, the innovator in the limelight before the big companies are willing to invest (Adventure) resources are minimal, just to test the water, to copy than copying innovative improvements follow a conservative more than keen to open up. Results of one or two years later, innovator bravely climate has become big companies to collect myself, I want to with fully a try. People's early accumulation has lead the market, newcomers may not recover in time for. Similar cases are numerous. Entrepreneurs eyes only a good opportunity, but only one of big companies seem obscure 1000 opportunity, draw the line uncertain. Thus reverse thinking, it is best not to insert large entrepreneurial team the company's main business to Hukouduoshi. People painstaking efforts for many years, by virtue of this market understanding and alert mind, will quickly find that you pay attention to you, then you rise horn sounded defeated. But then you go to open up a new battlefield, with large companies still do not follow with more vigorously now, which direction to go, it is difficult to unify internal disagreements. ▎ people are envious of gene transfer large companies \u0026 ldquo; \u0026 rdquo ;, so-called resource more resources, half of human resources, half the mass of users, namely marketing resources. But not often mentioned is that a large platform team Gene / User Composition / user habits, and the new project is consistent. Or the general point that the resource advantages of large platform whether a smooth transition to the new project. I have been \u0026 ldquo; gene theory \u0026 rdquo; supporter, the company the power to send personal preferences, determines the team composition and culture, and thus determine the home-court advantage and a disadvantage. As APPLE were defeated in battle several social networks, Facebook is also great as Google could not lift the weight. Bewitched only by ambition, even sub-character, large companies will brazenly into new areas (what I will not do), followed by sad exit (Originally, I really do not). More irritating than the team genes users gene constitutes the usage of the current user base. Do products often encounter \u0026 ldquo; cross-domain \u0026 rdquo; this problem, an occasion to promote the same. The new project product demand, user configuration, and if the mother in the same region, the resource advantages of a smooth transition, competitors are deadly destruction. But in fact \u0026 hellip; \u0026 hellip; a smooth transition is a particularly rare thing. Sometimes whole new cross-border projects, such as Tencent do pat, friends, introducing loss alarming rate; sometimes great platform to vertical market segments, promote the objectives can not be accurately filtered, mixed badly import users, the importance \u0026 ldquo; temperament, atmosphere \u0026 rdquo ; vertical markets is Destructive Enthusiasm. In my photography before doing Netease, for example, do not push it, in the big companies doing business there much difference between products with, for fear a waste of resources. Push it, do not take the side of people passing by came to step on one foot, a variety of low-end users, the self-user, low aesthetic and enthusiastic middle-aged users flocking ambience chaos, operating costs rise exponentially, eventually trapped more than benefit. As shown insects but rather independent photographic products, the user likes and dislikes come naturally grow to create communities temperament far better drainage from a large platform, temperament is precisely the core competitiveness of the community. Do products, little flourishes, especially UGC, reputation-led growth is the most robust method. Of course the truth popular and dependable, KPI under pressure is easily anxious. Maternal blood watered once a large, equivalent to martial arts practice evil ways, started fast and then force incompetent, will soon touch the ceiling. Then a large platform called mass users, and have actually become a trap filled with flowers, smear honey chronic poison. Tetracycline treatment like a child, grow up bright smile full of yellow teeth exposed. \u0026 Mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; I is a summary of the dividing line \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; in short, in a large company doing a lot of product minefield. And internal environment that make war effort, often accounting for over two-thirds of the blood groove, leaving only less than a third of the market to deal with. Copy it for you, not necessarily hit you too. It is a big guy, but also like to tie up and walk two feet thumb. In most cases, the new project of large companies only body covered diamond shackles, weak giant, is copied it probably means you are too inferior to die, rather than the big guys too ferocious. However, the industry's main argument does not think so. In recent months, all sorts of people have come to ask me, since determined to innovation, how do you copy large companies? On this issue, I have a variety of specific answer, but not the truth. Only the face of some people, such as investors, you talk to him empty, it will be treated as a sprayer, I have to express a clear countermeasure \u0026 hellip; \u0026 hellip; in fact countermeasure fickle, but rather \u0026 ldquo; Product Philosophy \u0026 rdquo; Such imaginary things more constant. My sincere attitude can be summed up in three self-questioning. 1, I can not beat the quality of the product followers, at least with the followers of the good at it long? If not, it is not my problem was copied, I was too frustrated, I Renzai. Competition will stimulate me to improve product quality, it is not necessarily a bad thing. 2, assuming that product through innovation, opening a new market segment, the market is big enough, big enough to accommodate more than one competitor at the same time survive? So it is also a rival teammate, while we fight each other, while the common land reclamation, jointly develop the market. Even if the end I only got third, fourth share, not bad, who pocketed the provisions of innovators to have to the whole market can not \u0026 mdash; \u0026 mdash; droit du seigneur is not equal tenure, the market is not a single-mindedness of chastity arch. 3, in addition to the user reputation, whether the product is worth figurative precipitation? Such as viscosity and strong customer relationships, such as he values the contents of the user retained, such as a loyalty premium content publishers, such as gold and timeliness Longer messages. These deposits That defense barriers, from product architecture phase should be considered in advance, determines the difficulty of defensive back. So people coming copy of this thing, I have always been much concern, and occasionally think, never worried. Zhou Hongyi there is, indeed, very good, small staring at the opponent, more research users. All day long worried that \u0026 ldquo; how I do Tencent copy \u0026 rdquo ;? worry fucking matter ah, if the product does not do well, Tencent copy bothered to copy, that was how much energy is wasted brain. I just hard to do their own products, Hongxing cover me to fight - another point of view, even more luck, soon to be big companies can afford and graced the opponent copy go all out at the top behind and improve its Gene just another smooth transition \u0026 hellip; \u0026 hellip; then I hung up. But product innovation if, as I hope to open a market segment, to improve certain types of user experience, as the initiator, I go bankrupt, glorious defeat. \u0026 Ldquo; small changes in the world \u0026 rdquo; more than \u0026 ldquo; earn ten million \u0026 rdquo; more worthy of pursuit. As I said in the micro-Bo: stop your creativity is \u0026 ldquo; incompetent \u0026 rdquo; instead of \u0026 ldquo; \u0026 rdquo ;, plagiarism inspire innovation is the heart of your pride and not always come out on top. \u0026 Mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; I am a postscript dividing line \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; \u0026 mdash; in April to spend time with entrepreneurs Since the frequency of articles written dropped. On the one hand it is busy, in addition, although many business-related experience (recruiting / Product Design / internal collaboration), but not for loud talk, after all character not even got off it. Some of the words too early, will inevitably be people waiting to see him fail. Or write down roots and other products after relatively safe. Therefore, the pro, I am going to go smoothly bless it, bringing together positive energy. Course of business can write something more than I NetEase too much. Uncle treasure not cry easily, but not yet reached when then TB