Compared to previous discussion articles about Tencent's dreams, this article is more rational, and there are also some authors' unique insights. This article is reproduced from the public micro-channel number & ldquo; Zhou treasurer & rdquo; (ID: zhouzhanggui525), Author: Zhou treasurer.
Tencent’s criticisms have been brushed up in these two days. “Tencent has no dreams” is a good article and full of emotions. At the same time, "Who said Tencent did not dream? The refutation was also an article after many reflections. This kind of discussion actually gave Tencent a reminder that the people have some opinions on them and are not very satisfied.
But objectively speaking, I think it is a false problem to discuss Tencent's dream. Tencent’s main business is a social network, which realizes the value-added of social traffic through investment and avoids the main industry’s being too utilitarian and thus longer. To be the first in the Internet, to be more secure in the real world social security or to be a platform, it is great wisdom to be able to make it bigger and bigger. In general, I and other team advisors recognize Tencent's current strategy.
Most of the time, we, as a strategic advisor, will not comment on the company without deep investigation and insight. Especially the super giant like Tencent, you don’t know his strategy, his thinking logic and evolutionary trajectory are not clear to you. Without months of in-depth study, perhaps the local part may be the opposite. As Lu Xun puts it: If a lot of people's criticisms of bad roots are placed on one person, it is possible that the whole nation is filthy.
Evaluation of Tencent, and even large companies such as Lenovo, the reason is the same, without the investigation and in-depth criticism may be in addition to earning eyeballs, not conducive to large companies, is misleading to ordinary readers.
Perhaps the more truthful and clear the truth, here I will talk about my personal views:
1. Critics cannot look at the giants with the mind of a small company
This logic is not necessarily accepted by many people, because in the final analysis, ordinary people perceive a large company or rely on a small entry point, it is easy to produce "WeChat bad Tencent not succeeded" & ldquo; "Mobile phone is not good association failed" & rdquo; This one-sided conclusion.
However, from the perspective of our strategic consultants on the company, I always think that large companies, especially Tencent, can't use small companies' "dream theory" and "extreme single product theory" to constantly fight for themselves. Chicken blood. In fact, this principle is not difficult to understand. The major strategic position of platform companies is actually empowerment and energy exchange with their partners. All strategies should focus on the "altru" perspective and not simply pursue their own strength. .
The other is to understand the borders. Tencent’s current borders cannot deprive eco-partners of the rights of “subversive innovation”. The giants can never achieve the efficiency of small companies. This was before I communicated with Tencent co-founder Zhang Zhidong. He also mentioned that the efficiency of fast-growing small and medium-sized start-up companies with 20 to 100 people may not always reach the giant such as Tencent. Tencent itself has a clear understanding. Therefore, maintaining cooperation with small companies and using investment as a way of supporting the top of the ecological chain is the most efficient and necessary mode.
From this perspective, there is nothing wrong with becoming a company with strong investment ability.
2. Tencent wants to be on the lookout for "Brilliant" "revolutionists" idealism
This kind of aggressive idealism is manifested in three aspects. The first is that Tencent must be successful in all areas because of its strength. It is like the frequently asked question of Liu Chiping mentioned in the critical article: Why isn't Tencent's short video successful?
In fact, this is a question worth asking, but it is not a logic that deserves confirmation. Genghis Khan’s fierceness eventually left the Mongol Empire with nothing, and he won all the conquests, but his own disintegration was an important reason that they did not bring civilization and hope to the conquered land.
Tencent is the same. Tencent can make the healthy and rapid growth of every investor in the enterprise and the ecology. It is the idealism that giants should have. The eager expectations in critical articles are valuable, but for the company's strategy is not desirable, giants and giants' "idealism" has always been the root cause of human social misery.
3. The real problem that Tencent's core must solve is "Expression of Belief", that is, "Idea Enabling" ”
At least three aspects Tencent needs to improve ——
The first one is the continent that leads the outside world to express the vision of giants. This sharing may lead to better cooperation opportunities;
The second is to share the successful strategic thinking and failure experience, which also allows Tencent organizations themselves to be purified;
The third is to lead the exploration of the era. This may not be enough for Tencent to do. There are some explorations that are difficult to fight with mercenaries, such as more basic R&D, and they need to maintain their entrepreneurial spirit.
4. The problem to be avoided is “ capitalization corrupting entrepreneurship ”
The most mentioned in the critical article is Tencent's investment thinking, which deviated from the spirit of entrepreneurs and did not incubate more internally with Zhang Yiming and more with Liu Qiangdong. From the perspective of entrepreneurship, it is indeed justified, but if we consider the design of the ultra-large corporate innovation matrix and organizational stability, Tencent already has a mature system that can hardly encourage entrepreneurs to overwhelm. Values, this is not yet abducted by capital, and GE Cork Welch's failure in financial reforms is still not comparable, but the inevitable nature of the company's development to a certain stage. However, it is not denied that Tencent needs to empower its employees to have more ideas for clustering and innovation.
5. The problem of having a sense of crisis is "The transfer of the power center of the Internet ecology to mobile phones."
From the perspective of Tencent's top-level strategy, the methods used by several partners of the Weekly Dispensers team are the same. We do not think that Tencent will decline due to the lack of entrepreneurial spirit. The greatest possibility lies in the “Time Selection”.
If the power center of the era to select mobile phones expands, the software application ecosystem is marginalized, or the intelligent ecology expands, and application innovation is marginalized, Tencent may indeed be squeezed in terms of traffic entrance, thus allowing the entire traffic-based value-added ecosystem to be large. The pattern is weakened.
From this point of view, what Tencent needs is innovative research and development in the hardware era. It is certainly not a mercenary that can avoid such risks. Instead, it is Tencent’s own Spartak phalanx, which is constantly increasing its investment in R&D. Times hit the ground.
6. Tencent's weakness is that its organizational strategy urgently needs to be precipitated. "System Civilization"
This will not be talked about, there are many details, in short, Tencent and Google and Apple, such a great company, in corporate governance may need to introduce more Western management methods, to avoid large and chaotic, need to precipitate innovation of the company's ; Institutional Civilization ”. The issue of management may have become increasingly prominent in Tencent's next few years.
Farther away, let's look at Mayflower (the first British ship carrying Puritan immigrants) on the boat to go to the American gang of Puritans and succeed in laying down the small core of the American spirit. Are they great strategies? No. Similarly, the poor people in Shandong and Hebei who went to the Northeast in the Northeast had no grand dreams or clear strategies, but some had the firm belief in breaking the old world and the desire for a better life.
The founders of these great times have all been able to increase their horsepower because of the large ship with institutional civilization. These people, much like today's entrepreneurs, who have failed to climb up to prove themselves young. As the builder of the Internet infrastructure, Tencent marks the technological leaders of an era. It is these people who need to be empowered, and at the same time establishes "innovative institutional civilization."
Empowerment has three aspects:
First, the most important thing is to give them faith and let them see hope;
The second is to give them the weapons they can exploit, the arms they can rely on, and capital is a must in this support;
The third is to establish order and be fair and open.
In contrast, if we must criticize Tencent, I would rather believe that Tencent needs to clearly express its own beliefs, its own insight into the dividends of the times, and the direction of entrepreneurship, and at the same time empower these "strategists" and dreamers.
All major companies in the world, or great companies, basically become moderate and rational builders when they are fully platformed and socialized. Companies with a little more monopoly emphasize internal ecological empowerment, have fewer monopolies, or open giants such as Google and Apple emphasize openness and cooperation.
In the final analysis, for today's Tencent, how many SMEs and entrepreneurs have determined how successful it is, and what kind of “belief expression” “demonstrating their own insights, values, and beliefs is the spiritual height that the great must have.
I personally expect that Tencent will become a company with “belief, expression, and empowerment” and does not want its revolutionary idealism to “destroy” the opportunity to deprive entrepreneurs, and it does not want him to succeed in every idea.
Giants are great because they share their shoulders, because beliefs condense genius while the industry grows.
Zhou dispensers (micro-signal: zhouzhanggui000): Well-known business strategy expert, columnist of the Chinese "Financial Times" Chinese network.