When Li Mu started his business from Yiting.com, every step he took was very pragmatic and steady. He rarely made any rash advances or ambitious goals. Before today, he had never seriously considered how to achieve success. To promote YY to the world, he suddenly thought of the importance of innovation. He also suddenly realized that to build the Internet, we must not only innovate in the product itself, but also make breakthroughs in operations and layout.
China has a large population and has the largest homogenous user group in the world, so many Chinese Internet companies guard a huge gold mountain when they start their businesses. The vast majority of Internet entrepreneurs feel that as long as they can gain a firm foothold in the Chinese market , even if the business is successful, there is no need to worry about anything in the future. It is this characteristic that destined very few Chinese Internet companies to make their products into global products.
The two most powerful Internet companies in China: Tengxun and Alibaba have not made a global product or built a global platform. In the era of mobile Internet, there is only one global APP in China, and this APP is WeChat, but WeChat has not truly achieved globalization.
In Li Mu's view, globalization is an ambition and a strategy. ICQ and MSN are both global products, but they later crushed them and created an empire of QQ with a market value of more than 200 billion US dollars. , but failed to become a global product. The fundamental reason is that throughout the entire development process of QQ, it has been focusing on the Chinese market and has never thought about how to build its own products into global super products.
Although the development speed of WeChat has attracted the attention of the whole world, WeChat has not really opened up the global market in the field of instant messaging. Its competitors are Facebook and Whatsapp, and the latter two are global products in the Internet field. Users Covering nearly 200 countries around the world, its influence far exceeds WeChat.
Precisely because China Internet had not produced a global product in his previous life, Li Mu suddenly had a strong impulse in his heart to build YY into a truly global instant messaging software!
Kong Lingyu had never considered this issue on a global scale before, so when Li Mu asked this question, he felt a little blind. He frowned and thought for a long time, but he didn't think of how to answer Li Mu's question.
Seeing Kong Lingyu's sad face, Li Mu said, "There is no standard answer to this question, so you don't have to worry or be anxious. Think about it slowly. It doesn't matter if you can't figure it out."
Kong Lingyu relaxed a little after hearing this, thought carefully for a moment, and said: "Mr. Li, I think first of all, we have never paid attention to the overseas market. Secondly, we have never studied the actual use of instant messaging software by overseas users. need."
Li Mu nodded and said, "I thought about it just now, and I agree with both points you said. What I just thought about was how our YY can compete with overseas instant messaging software, such as MSN and ICQ. "
Kong Lingyu said: "So if we want to globalize QQ, we must first understand the needs of users in overseas countries."
Li Mu said: "It is too difficult to study the needs of users in overseas countries. The more needs you understand, the easier it is to lose your original intention at the level of product development. In my opinion, if we want to globalize now, we should First determine the opponent, and then make targeted product adjustments based on the opponent's current situation, just like how we defeated QQ. QQ is very powerful. Everyone feels that its products are both internal and external and impregnable. But as long as After studying it thoroughly, breaking through its defenses will not be a problem at all. For example, at the beginning, we felt that the biggest advantage of QQ was the personal connections users established on it, so we used Happy Farm to first copy and enhance users’ personal connections. Then we push our new products to users, allowing them to directly gain stronger and more complete connections than on QQ, allowing users to achieve a completely smooth transition. This is the foundation of our success."
After that, Li Mu added: "In the current international market, we have two direct competitors, namely MSN and ICQ; there are also two indirect competitors, namely: Email and telephone. The first two are instant messaging software. Their core services are the same as ours, but the last two are commonly used communication methods between people today. Please analyze carefully first, what are our current advantages and disadvantages for MSN and ICQ?"
Kong Lingyu thought for a while and said: "The advantage should be our product itself. Our various functions and user experience are far superior to these two software. As for the disadvantage, it should be the foundation of human connections. Overseas users are used to these two software." , if it is replaced with our products, the user cost will be too high."
"That's right." Li Mu said: "Our Happy Farm has been continuously upgraded and updated. It is now a management game with a very large world structure, many elements, and very strong playability. If we develop this game Do you think it will have the effect of gathering people by releasing a multi-language version and then promoting the game to overseas markets?"
Kong Lingyu said firmly: "It will definitely work!"
"OK." Li Mu nodded: "Then let's test the waters from this step first, develop a multi-language version of Happy Farm, and then place ads on major international portals to see how users respond in overseas markets."
Kong Lingyu immediately said: "Then I will arrange this work today."
Li Mu nodded and said: "This is on the one hand. On the other hand, our own core products also need to be further improved. As I just said, we cannot develop products for every different group, but we can target the common characteristics of users." To develop and design product functions, MSN and ICQ, as instant messaging software, only satisfy the information interaction between users, but they have not yet implemented the group chat function, but the YY group has proved one thing: humans are social animals. , even on the Internet, people need group social interaction, not just one-on-one social interaction, so this is the advantage of our product. "
"In addition, our team is also developing more advanced streaming media technology. Our YY will soon be able to support group video and group voice calls based on the existing bandwidth. This technology will be industry-leading. Our streaming media solution will be another huge advantage for us in terms of the essential needs of users. This not only surpasses the two direct competitors, but also surpasses the potential competitor phone, which currently has difficulty in enabling multi-person calls. Not to mention multi-person video calls.”
"In addition, among our competitors is Email. Currently, our YY has not launched its own email address. I think now is the time to develop the email address and integrate it into YY. In this case, we will compete with the competition again. The opponent distanced himself.”
Kong Lingyu said: "There is also the function of resuming the download you just mentioned. This is definitely very useful for business people."
Li Mu said: "You are right. Resumable downloading optimizes the file transfer experience between users. Tieba and YY Games may not be able to meet the essential needs of overseas netizens, but the file transfer function must be indispensable to all netizens." One of the requirements to avoid, if this feature is developed, it will also be a major advantage of our product.”
After a pause, Li Mu said: "To improve and arm myself according to the essential needs of users, this is what I really want. Americans have special habits and needs of Americans, Japanese have special habits and needs of Japanese, and Germans have German, French and French... Americans are passionate and public, Japanese are low-key and restrained, Germans are rigorous and rigid, and French are wanton and romantic. These different groups have different characteristics and different needs. These different needs are actually in-depth customization. We cannot provide solutions to their deeply customized needs one by one, but as long as we grasp the needs they share as users, we can attract them all and bring our YY To build a truly worldwide software.”
Kong Lingyu said: "I understand what you mean, Mr. Li. From the perspective of looking at user needs, we need to see what users have in common."
Li Mu asked him again: "Can you sort out a rough process now? Which step to do first, and which step to do next."
Kong Lingyu nodded and said: "The first step is to develop a multi-language version of Happy Farm first. At the same time, I will immediately send people to build servers in the United States, Canada, Japan, Britain, France, and Germany, which have a large number of Internet users. Once After the development of the multi-language version is completed, it will be launched in these countries immediately. I will contact the promotion resources in advance and promote it simultaneously after it is launched."
"While the Happy Farm line is advancing, I will urge the technical department to develop and test YY's own new product functions, especially the three major ones you just mentioned: group video and group voice, email, and file transfer. aspect."
Li Mu nodded: "It is very difficult to build a global product, but the influence of globalization is unmatched by local Internet companies. Look at Yahoo now, and then look at Sina. These two platforms are both powerful and influential. Generally speaking, they are not on the same level at all. YY is our only product that has the potential to be globalized at the moment. If it can achieve this goal, Makino Technology’s influence around the world will be unprecedentedly enhanced.”
As he said that, Li Mu looked at Kong Lingyu and said, "I will leave this task to you for the time being. We will take three months as the deadline. I hope that within three months, you can sort out the few points and two points you just sorted out. Once all the lines are completed, if your progress satisfies me after three months, you will continue to be responsible for the project. If I am not satisfied, then I will find someone else or take over myself."
Kong Lingyu said immediately: "Don't worry, Mr. Li, I will try my best to do it."
Li Mu said: "It's a very important matter, so we must go all out!"
(End of chapter)