The essence of business is to release human nature -- Zhou Hongyi's dry goods

Satisfying human needs The essence of

　　business is to release human nature, and disruptive innovation is no exception. In the final analysis, it is how to meet human needs. Some people are lazy and are willing to use things if they are made simple; some people are greedy for cheap things and are willing to use them if they are cheap or even free. Specialty stores offer half price or even 10% off. No matter which country people are from, they will buy a bunch of things they don't need to go home. This is human nature at work. The Massachusetts Institute of Technology once conducted an experiment and found that once something is free, people will easily lose their reason and ability to discern, and swarm it and take it for themselves.

　　Another example. Back then, Hewlett-Packard made tablet computers, each priced at $399, and it didn't sell a few for several years. Later, Hewlett-Packard announced that it would no longer produce the product, and decided to sell it on a clearance sale. This shows that the power of markdown and free is enormous.

　　The user chooses a product, the purpose is actually very simple, that is, to help him solve the problem without letting him use his brain, and without making him work hard. Therefore, making the product very simple becomes the advantage of the product. Why is Apple successful? Experts analyzed its industrial chain and ecosystem, and said it very mysteriously. In fact, Apple's user experience is so simple that it used this trick to shake Microsoft's dominance. Therefore, if we can find that there are still many pain points and inconveniences in the product, and then make it simple and convenient, then we may make a subversive innovation.

　　Re-establishing users

　　If I were to sum up my feelings on the Internet in the simplest terms, I would still go back to users and stickiness. All business is ultimately human. Traditionally, one of the biggest problems with the Internet is to re-establish users. If this core is well grasped, the rest are tactics.

　　I always ask traditional entrepreneurs a question. I say don’t think about how to make money first, and don’t think about getting your original business model online. The essential question is how do you connect with users, and further, what do you provide users with? Valuable products and services can keep users here for a long time. No matter what business you do, you can definitely find some valuable services that will make users depend on you for a long time.

　　Experience is a very detailed thing

　　There is also the experience, which allows users to produce strong stimuli and feelings that exceed expectations. Everyone always has a misunderstanding about the Internet. They think that what the Internet does is new. In fact, I don’t think what the Internet does is not necessarily new, including Apple’s technology. It is the experience that wins the user.

　　Think about it, why do you like apples? There are different emotions than with Nokia. Including Haidilao, it doesn't sell abalone, bird's nest, and shark fin. Why is it different from others? It's because of doing trivial things that others don't want to do, such as cleaning glasses, playing checkers, etc., so the experience is a very detailed thing.

　　I often tell many people that it is not necessary to overturn the enterprise. Think about what is not good enough in the entire life process of providing products, and which can be the best? I also competed with Lei Jun for mobile phones back then, why did it fail? I went to Shenzhen to find a lot of counterfeit machines to cooperate with. Their product concept is that they are enough and they can be sold. As a result, the products cannot be perfected, and users cannot scream. The result can only be a business relationship.

　　Today, everyone regards the transformation of traditional enterprises as a matter of self-revolution. In fact, many traditional enterprises cannot be replaced by the Internet. I don’t think their business models have essential problems. The experience angle makes the experience better. Are you saying that Apple is an Internet company? When Apple started selling iPods, it was still an equipment company, and it developed little by little through the improvement of experience.

　　How to sell feed for free?

　　Speaking of free, your core business doesn’t have to be free, everyone still has to make money, but have you ever thought about making something free? The last time I went to Liu Yonghao's New Hope, many people PKed with me and said how can we sell feed for free. I said that I can actually make a piece of free thing, which is to provide training services for farmers, and answer that farmers do not know how to use the things they bought; it turned out to be a fee, I said that a large enterprise like you invests 100 million a year, and it becomes free. Make an online expert network for farmer friends on your mobile phone. Regardless of whether it is a new hope customer, whether it is farming, raising pigs, or raising sheep, it can be used. Isn't this better than 100 million advertising fees?

　　Not because of God-like teammates, but because of pig-like opponents

　　In the past, doing business was very simple. I wanted to sell things to make money. What do I do for free today? It is possible that some of the things you sell are free, forcing me to make a new thing. This challenge is to cross the border. Today's enterprise It has to cross the border.

　　Huawei said that it is a hardware equipment manufacturer and will never provide information services. Today, this sentence has to be taken back, because selling mobile phones is not only a business, you must provide navigation, search, games, and life services in the mobile phone. To become an information service provider. When 360 was doing free antivirus, our opponents thought we were crazy. In fact, when I made a free decision, I didn't know what to do next.

　　In fact, in the end, I found that 360 will die if it is only used for security, so I did search, navigation, and browser. We all know that Tencent is the largest communication service provider in China. It can make money from games, and it may rely on e-commerce in the future.

　　I don’t know if you have noticed. We often talk about Internet companies being the best. In fact, the competition between Internet companies is not so good.

　　Who is the most fun for Internet companies to fight?

　　It's a traditional business. Ma Yun harvested traditional retail, WeChat harvested telecom operators, Lei Jun harvested traditional copycat phones, we were playing traditional software companies back then, and P2P wanted to play banks, and they all distributed the money they originally earned to the common people. It is asymmetrical, and the opponent cannot track it at all.

　　So, aren't some people joking, the Internet company Niu is not because of the teammates like gods, but because of the opponents like pigs.

　　When I went to Shenzhen to launch a counterfeit phone manufacturer to fight against Xiaomi, I didn't do it carefully. Huawei decided not to do it at the beginning, because Huawei found out that this is a dry millet. The traditional channel that took many years to build, suddenly said that the Internet has directly contacted users. A mobile phone sold for more than 2,000 in the traditional world. Now it sells for 999 yuan. Therefore, Xiaomi mobile phones have been focusing on a concept for a long time: I am the most cost-effective.

　　Today I asked many traditional mobile phone manufacturers, what were you doing when Xiaomi sold 1999 yuan, I said how much did you sell for dual-core mobile phones at that time? Samsung sold more than 6,000 yuan at the time, and we sold more than 4,000 yuan. Although it could not be sold, it had to be at this price, which gave Xiaomi a great opportunity. Looking back on it today, Lenovo, Huawei, Coolpad and Samsung have all followed Xiaomi to reduce prices, but the minds of users have already been occupied by Xiaomi.

　　There are many examples of subversion on the Internet. If you remove the bells and whistles, you will understand the essence.

　　The concept of selling goods no longer exists. In the

　　next five years, I will talk about a word, IOT, that is, the Internet of Everything. In the future, people will be interconnected, and people and everything will be interconnected. This is a huge opportunity for traditional enterprises. All the hardware we see, all the objects we see can be smart, it is a mobile phone that is not like a mobile phone.

　　After many businesses and products have been transformed, it is not only the concept of technology, but the user experience is naturally turned into an Internet-based experience. Recently, GE has done such a thing. All aero engines can be connected to the network, real-time satellite connection, real-time monitoring of engine air data, and can tell you at any time which engine should have a problem, what needs to be done, that is, the original The business of leasing engines, or selling engines at one time, has become a long-term service. So every enterprise can become an Internet enterprise.

　　Everyone who drives a Tesla has a Tesla server connection, and will find that Tesla has also become an Internet company, not only providing real-time software update services, including search and navigation, and even Tesla cars can tell you nearby Supermarkets have discounts. I personally think that IoT is more reliable than 3D printing. Many people say that 3D printing is the fourth industrial revolution. I have seen that the most advanced 3D printers in the United States are still difficult to reduce costs. Mass production manufacturing and flexible manufacturing are still different.

　　In the future era of smart hardware, the concept of selling goods no longer exists. If you make a smart refrigerator, there is a fresh e-commerce distribution company behind the refrigerator. I really want to make a driving recorder. If it is cheap, there are 10 million car cameras in China, and you can get the most real road condition information in China. You can see that this company is not a driving recorder company, but a company big data company. After the Internet, it is the service industry.