They express their opinions in their own way, output emotions, respond to questions, and settle the crisis.
Editor’s note: This article is from WeChat public account “ burning Finance” (ID: rancaijing), author Du Feng, editor Wei Jia.
The development of the Internet in China is a history of struggles that have been erected by the big brothers. It is also a face-breaking history starring Daxie.
Unlike traditional industries, the Internet industry is changing with each passing day, and practitioners tend to be younger. Ma Yun sang rock, Ma Huateng jumped hip-hop, and Li Yanhong moved out of the drums, which made their image in the eyes of the public more real and friendly. At the same time, the big brothers are happy to stage speeches, showing their determination and outputting opinions.
But the old saying goes, words will be lost. At the same time as the big ones began to perform, they were inevitably in the embarrassing situation of reversing the situation and being beaten.
For example, Lei Jun has publicly stated that Xiaomi is only a high-end machine, and the low-end model has been launched when the voice is not over; Ma Yun once slaps his chest and said that he will not get involved in the game, but Ali finally set up a game business group; Jia Yueting left the United States. After that, “returning to China next week” has become a industry laughter.
It is difficult to stop the Internet from speaking loudly. They are either active or passive, even from different industries and at different stages of enterprise development, they have stepped into the same river that has been beaten.
Their stories vary, and the process of making faces has some commonalities. We summarize it into the following four types: Zhangkou comes to show personality, die does not recognize the end of the bar, sells feelings of false positives, and wild smoke collects profits.
Open your mouth to show your personality
Representatives: Lei Jun, Luo Yonghao
China’s Internet is an industry where fan culture is prevalent. Even entrepreneurs have the opportunity to become a cross-border network. Xiaomi founder Lei Jun, is to seize the characteristics of the Internet and user psychology, so that Xiaomi became a hit. Lei Jun himself is quite individual. With the help of “standing on the wind, pigs can fly up”, “life and death are bearish, and dissatisfaction will be done” and other people will become the entrepreneurs.
The mouth is coming, and the personality is full. This makes Lei Jun sometimes roll over while harvesting fans.
April 2012, there are thousandsMillion fans of the big V Lei Jun, in Weibo rumors Xiaomi want to launch a low-end version of the mobile phone 899 yuan, said “Millet focus on high-performance and cost-effective fever-class mobile phones, seriously take the high-end mobile phone is enough, do not consider The low-end configuration, while also @小米官方, to show determination.
However, a year later, Xiaomi released Redmi Red Rice, which is mainly aimed at the low-end market and adheres to the most cost-effective route. This product was even declared independent by Xiaomi in January 2019. Lu Weibing, former president of Jinli Group, joined Xiaomi and was appointed as the vice president of Xiaomi Group and the general manager of Redmi brand.
The same as Lei Jun was beaten by the founder of the hammer mobile phone Luo Yonghao.
Compared with Lei Jun, Luo Yonghao is more able to “open the mouth”, the launch of the hammer mobile phone, was ridiculed by the industry as Luo Yonghao’s “single-mouth comic dialogue.” The lectures on the stage for several hours are like a well-designed talk show, and his frequently exposed verses have become a highlight of the future.
The hammer’s first product, the Smartisan T1, was initially set at a high price of 3,000 yuan. Before the release, Luo Yonghao said on Weibo, “If it is less than 2,500, I am your grandson.”
According to his plan, this is a medium-to-high-end product. He specifically emphasized that “I am particularly disgusted with the fact that some mobile phone manufacturers set a high price when the new product goes on the market, and soon they will cut the price again. Our this. The price will always adhere to the entire product cycle, unless the next generation of products is on the market, the previous generation needs to clear the inventory, it is possible to cut prices.”
However, T1 went public in less than 4 months, and the price dropped directly from 3,000 yuan to 1980 yuan. Not only did it not adhere to the life cycle of the entire product, but the shadow of the next generation product did not appear.
This may be the commonality of the mobile phone industry. The update progress of the speech will never keep up with the iteration speed of the product. Product update speed is too fast, and product pricing can’t keep up with market demand. In the eyes of the industry, another important reason is that Lei Jun and Luo Yonghao both overestimated the high-end appeal of their products and underestimated the explosive power of the sinking market.
This is not a big problem for product people. In most cases, fans will not blame them for their inconsistencies. After all, only by making good products is the ultimate responsibility to the user.
Don’t admit the bar to the end
Representatives: Zhou Hongyi, Jia Yueting
Zhangkou is a personality, but whether it can be insisted is another matter. The Internet industry is popular with “hard shackles”, and one road goes black, I don’t care.
If it is said that the Lei Jun-style face is also mixed with the simplicity and individuality of the product person, then Zhou Hongyi’s capital operation has a hint of secret operation.
In June 2015, 360 announced the privatization of the New York Stock Exchange. Privatization lasted for one yearMore, Zhou Hongjun mortgaged the 360 building and the “360” trademark for loans, and received a seven-year, $3 billion loan from China Merchants Bank.
After the completion of privatization, a number of “360 privatization concept stocks” emerged in the A-share market, and a number of 360 backdoor lists were circulating in the market. Before the announcement of the backdoor program, Zhou Hongyi warned everyone on many occasions not to listen to rumors. In short, it is not recognized that 360 will be listed on the A-share backdoor. Zhou Hongyi responded at the time: “There are too many rumors. We don’t have any capital considerations. We didn’t talk to anyone (backdoor listing).”
For savvy businessmen, there is no need for rumors and rumors in the accident world. Just like Zhou Hongyi, even if the outside world is full of rumors, he can still calm down and blame. When rumoring, we must be resolute. The words “too much” and “any” are the high-frequency words that Zhou Hongyi appeared when he rumored. At the same time as one bite, the speed of action is also important.
In November 2017, A-share listed company Jiangnan Jiajie released a 360 backdoor announcement, and the news of 360 backdoor A shares was sitting down. Subsequently, in just one and a half months, 360 quickly completed all the preparatory work from the release of the reorganization plan to the suspension of the meeting and waiting for the meeting. Before 360, the giant network that was privatized back to A shares spent nearly four months, and Focus Media spent two and a half months. Zhou Hongyi has been able to operate a capital drama without dripping.
Although he was beaten before and after, Zhou Hongyi did not lose. When the US stocks were delisted, the market value of 360 was about 9.338 billion US dollars, which was converted into RMB 62.6 billion. The current market value is 166.4 billion yuan.
Jia Yueting was also beaten. But when he was beaten, he still had nothing to do with investors.
After the Lexie crisis broke out, Jia Yueting left the United States on July 4, 2017, leaving a billion-dollar debt in China. At that time, Jia Yueting said: It is only a short-term trip abroad and will come back within a week. LeTV’s external statement is also: “Jia will return to China in the near future, and it is very likely that within a week or two, the specific time will be based on the progress of the US issue.”
On July 17, LeTV.com held its second extraordinary shareholders meeting in 2017. Jia Yueting did not appear. Sun Hongbin was seated. On the contrary, a large number of suppliers have been on the scene to get paid. In the following months, LeTV was exposed to IPO financial fraud, and Jia Yueting’s external calibre became “not returning to China for the time being. After returning, the US will not be able to come, and FF will be paralyzed”.
On December 25, the CSRC issued a document requesting Jia Yueting to return to China within a limited time to cooperate with the resolution of the LeTV network to deal with risks and protect the interests of investors.. Prior to that, Jia Yueting had been included in the list of people who were untrustworthy. However, Jia Yueting did not pay attention to it. Today, Jia Yueting’s “returning to China next week” has become a mystery.
In short, I am self-sufficient. In some specific situations, for Daxie, not acknowledging, ignoring, or speaking is a weapon of public relations.
Selling feelings and sorrows
Representatives: Ma Yun, Luo Zhenyu
The Internet age is an era of mixed feelings. Up to the Internet, down to the front line sales, always love to take care of things. No feelings, this year is embarrassed to start a business.
Ma Yun is a very emotional big man. In the early days of Alibaba, he declared that he would “let the world have no difficult business.” In June 2010, Ma Yun said in a work report that the game can’t change China, and children can’t play games. “The game we don’t vote for a penny. People vote, we applaud, but we don’t do it, this is one of our principles.”
When Ma Yun said this, Ma Huateng and Ding Lei still rely on the game business to raise other innovative business teams. The game is the main business of Tencent and Netease, and because of this, the two companies are questioned by parents of the majority of students. Ma Yun is standing at the moral high ground, and the clouds are light and windy.
In January 2014, Liu Chunning, president of Alibaba Digital Entertainment Group, said at the 2013 China Mobile Game Industry Summit that Ali will launch its own mobile game platform. As soon as the news came out, Ma Yun faced the risk of being beaten. In September 2017, Ali Entertainment established the game business group directly, with the Open Platform Division and the Interactive Entertainment Division. In addition, Ali Entertainment also announced a wholly-owned acquisition of Jane Yue, founded by Netease’s former COO Zhan Zhonghui, and began to bet on the game industry.
At this point, the feelings that Ma Yun once proclaimed have completely disappeared. After all, let’s go ahead in the face of commercial interests and peer competition.
If Ma Yun’s top-level big names are far away from the public, then Luo Zhenyu’s “masters” who are good at capturing user psychology are better at getting close to the masses. Luo Zhenyu feels with one hand and anxious, making the knowledge-paying business a success.
At the beginning, there was still some feelings. I wanted to be quiet and be a self-media. But after being a member, Luo Zhenyu turned into a shrewd businessman. He has carefully curbed the “knowledge formula” for countless urban youths who are eager to make progress and become increasingly anxious. He stood on the high platform and lost incessantly