01 Common characteristics of successful unicorn companies

In the past three years，A lot of changes have happened in the market，China’s economy has entered an L-shaped new economy。In 188bet new economic normal，Focus has also undergone many changes，Since 2013 after privatization in US capital markets，By the end of 2015, we started backdooring again，Returned to the A-share capital market。Is the first Chinese concept stock company to return to the A-share market。

After Focus came up，Returned to a market value of 145 billion yuan，Become the stock with the highest market value among Chinese cultural media。In the process of business and market value development，We have also seen the rapid growth of many growing companies，Many unicorn companies have appeared on Focus’ screens in recent years，Are 188bet hungry?、China Car Rental、Didi Chuxing, etc.，So what do the successes of these unicorn companies have in common？In my opinion, there are mainly three points:

188bet，They created a new category，Or create a new feature。

Secondly, they seized a 188bet window,When creating 188bet category，Not many competitors，Or competitors have not made a sound yet，There is no so-called leading brand in the minds of consumers。

Last，They are within a six month or at most a year window，Both used "saturation attack"，Just give 188bet your all。What 188bet be the final result of "Saturation Attack"？It is equal to a certain category。

For example, Didi equals private car、China equals car rental、Ele.me equals takeout，They occupy a unique mental advantage in the minds of consumers，Consumers have equated their understanding of 188bet industry with 188bet brand。

I think，The consumer’s mind is actually a very lazy mind，Consumers often have first impressions。For example, China’s first car rental advertisement，After "Saturation Attack"，Once the impression is formed in the minds of consumers that China is equivalent to renting a car，China’s sales 188bet increase。

2010，When FocusBang China started advertising，There are only 600 cars in China，Ehi 188bet has 1200 vehicles，Supreme 188bet has 1000 vehicles，China is probably ranked third。

But by the time Shenzhou was listed in 2014，Car rental market in China，The number of vehicles in China is equal to the sum of the 2nd to 15th places，In the year of listing，China makes hundreds of millions，Earned 1.4 billion last year，Other competitors are slightly profitable。At this time，188bet will find that the gap is very far，The first place is all three to five times more profitable than its competitors。

This is a feature I really want to explain，188bet are in a time window，After adopting a "saturation attack", a new category will emerge。

02 Four questions for startups

Why many entrepreneurs think，188bet year’s economic environment is more difficult than during the 2008 financial crisis？Even some urgently needed products，Including P&G’s shampoos have been challenged，All industries do not have strong growth momentum。

Is 188bet because consumers have no needs or desires?

In fact, in 2015, domestic consumers’ overseas consumption reached 1 trillion，188bet explains，It’s not that consumers don’t have demand，But the vast majority of Chinese companies are seriously homogenized，Lack of innovation，There is no way to stimulate users’ desire，Everyone is fighting a promotion war and a price war，On the contrary, their respective profits will be diluted，Unable to create a brand，To get out of such a predicament，I think every startup company needs to think carefully about these four questions:

First question，Did 188bet create a category，Or create a feature in a category？

If there is already a leading brand in this category，Do 188bet have different characteristics from it？For example, when China created another brand "China Private Car" from car rental，Didi has taken the lead in leading this category，Didi is already equal to a private car，So China has made a feature - a safer special car。

For example, more than ten years ago，Master Kong、Wowhaha、When Nongfu Spring has already risen，How to build a beverage brand？188bet can only do one feature，For example, I am a drink that prevents getting angry - "Drink Wanglaoji if 188bet are afraid of getting angry"。

The Chinese market is big enough，Although 188bet do not represent an entire category，But as long as 188bet can grab a feature，188bet can also become a huge brand，Now Wanglaoji + Jiaduobao are worth 40 to 50 billion。

Second question，How do 188bet express your brand differentiation in a concise sentence？

For example，「A website specializing in special sales」。"Special Sale" was originally called "Flash Sale"，But consumers don’t understand，Consumers 188bet understand by using "Special Sale"。Why do we do special sales?？Because there is already Juhuasuan before，Juhuasuan is Taobao、A brand in Tmall，And "a website specializing in special sales"，forms differentiated characteristics。

188bet will notice，Sometimes one word can make a country strong，One word mourns the country，Creating differences in words，I found a unique location，A lot of times I think words are the things that change people’s thinking，Words are the things that can leverage the power of consumers，This world believes too much in technology，I believe more in the power of human nature。

Another example is that 51 imported cars are parallel imported cars，Everyone doesn’t understand the term parallel imported car，Isn’t it just an original imported car？Isn’t it the difference between buying a Chery Land Rover and buying a Land Rover?？So，When 188bet created the genre，Just say "If 188bet want to buy original imported cars, look for 51 imported cars。”

actually，When an emerging category rises，The simplest method is as simple as 188bet、Crude sentences to lock 188bet industry in place，Endorse 188bet category。

Also，188bet still need to find the switch in the hearts of consumers，After turning on this switch，Your product will explode instantly。Like "Drink Wanglaoji for fear of getting angry" activates the switch in consumers' minds，Before this，It made 100 million yuan in four years，But after the consumer switch is turned on，It will become 1.2 billion yuan in the second year。

Let me briefly summarize.I think all new brands，The most important thing is to find a concise sentence，Enable 188bet to create a new category in the minds of consumers，Or new features。

After the creation，All your words must be sharp enough，Like a nail，Find the gap in the minds of consumers，Then seize a time window，Punch 188bet in with the fastest hammer。

The third question，Time window is very important，Once the time window is missed，The efficiency of communication 188bet be very low。

For example, Toutiao created "What 188bet pay attention to is Toutiao"，Its personalized attention is a feature that distinguishes it from other news clients，Once 188bet say this sentence, 188bet will develop this characteristic，Once this characteristic is created，And implant this feature into the minds of consumers，Then it represents this feature。

Maybe someone 188bet be able to make personalized recommendations in the future，But it is much more difficult to enter consumers’ minds than Toutiao，Because consumers tend to only remember the first one。

Technological leadership and business model advantages are not fundamental barriers，These only create a 3-12 month time window for 188bet，How to seize this time window saturation attack，Put your positioning firmly into the minds of consumers like a nail，Building mental advantage is the moat。

Nothing is absolutely leading，If 188bet cannot use "saturation attack"，Quickly form the perception that "188bet are equal to a certain category" in consumers' minds，Then wait until the competitors show their strength，It will be too late if 188bet try harder。

Give an example，Actually, China Car Rental is not the first to do car rental，But it is the first 188bet to implant the concept of car rental in consumers’ minds。Guazi used cars are not the first to do C2C used cars，But it is the first C2C car purchase to be implanted in the minds of consumers、A second-hand car company without middlemen to make the difference。

Consumers will not research who plagiarized whom，Who followed whom。Once consumers identify 188bet as a category，Then，His knowledge of the entire market is occupied by 188bet，It is very difficult for others to subvert this perception，It will cost many times more。

The fourth question is, is traffic or 188bet more important?

As a startup，Same budget，Should 188bet burn traffic first or build a brand first？Some people think that traffic should be burned first，Because the brand is relatively slow to gain popularity，And traffic is more direct，How much traffic can 188bet bring from Baidu with how much money 188bet spend in a day，This way 188bet can pull the data up。

I don’t quite agree with this view。I think，The era of traffic dividends is now over，It was feasible to do it through traffic five years ago，But the traffic cost is already very high today，If 188bet still spend money on traffic，Although the data will look good，But it will actually cause severe losses。

At the same 188bet,Traffic is difficult to generate a brand，No matter how many traffic ads 188bet do，It will bring 188bet users，Bring registration，Bring a try，But it’s hard to create a brand。Many startups do not exist in the public mind，Everyone doesn’t know the existence of this brand。From a communication perspective，In the era of information fragmentation brought about by mobile Internet，If 188bet want to build a brand，It must detonate the mainstream crowd。

Let’s analyze the entire media environment today。Today’s media environment is simply dusty，If we talked about information diversification and fragmentation，It’s not enough to describe 188bet world now。Now it is turning into dust，Information is extremely fragmented。After fragmentation，Two results will appear:

● Mainstream people stay away from TV;

● There is too much information and too many choices on the Internet，188bet selectively ignore advertising。

Why TV is said to be far away from the mainstream crowd，From 2011 when the mobile Internet just started to sprout，The viewing time of 188bet Internet is only 35.8%，And traditional media time accounted for 64.2%，After 5 years, 2015 is a turning point，The turning point of China’s traditional media’s first negative growth。

At 188bet time, the time spent on mobile Internet exceeds that of all traditional media combined，It is 188bet turning point，China’s TV advertising experienced its first decline in 2015。

Mainstream people stay away from TV，People in big cities rarely watch TV，The real ratings are concentrated in Gansu，Ningxia，Shaanxi and other regions，And TV is calculated based on a TV population base of 1 billion，According to data from CCTV Sofurui，Even if the top 4% of satellite TV programs cover a population of 40 million, viewers with an income of more 188bet 5,000 yuan only account for about 10% or about 4 million。

So the mainstream people basically don’t watch TV，Mainstream people on the Internet， Weibo and WeChat news accounts occupy 4-5 hours，In this most important time，Consumers are watching content rather than ads，What 188bet see and remember are hot social topics，Major social events，The one who detonated the explosion was Wang Baoqiang，Zhang Jizhong，Lujiazui video，Sanlitun bang bang，Consumers have choices on these apps，Between content and advertisements, users mainly choose to read content and topics and pay little attention to advertisements。

This requires us to mainly provide thorough content on Weibo and WeChat news，To expose the core of the brand, we need to do public relations and create a topic，Create content that can be spread。The core problem is，To disseminate, 188bet must integrate into major social events and hot topics。

Online video covers mainstream people，About 600-900 TV series are launched on major platforms a year，Make a video patch，Many entrances，If 188bet hadn’t bet on Descendants of the Sun，Laojiumen，Ode to joy，Then nothing will happen，Only betting on blockbusters will be effective。

I have a famous client who bets correctly on one or two dramas every year，He has a scorecard system，Watch 300 dramas a year，Enter data，Predict which ones will succeed，Over 80 points, an average of more than 20 movies。Just vote for these 20 movies，I will definitely win one or two movies in the end。188bet is the sunk cost，Betting on these films requires a huge cost of silence，And now more than 100 million mainstream users of popular dramas buy membership accounts，Thereby go to ads。

Focus has a market value of more than 140 billion, which is good，It’s okay to do more than 10 billion ads a year，The core is to bet on two words - elevator。China has been urbanized for more than ten years in the past ten years，Elevators are the infrastructure of urbanization。We build media on urban infrastructure。Elevator means four words: mainstream crowd，The only way，High frequency arrival，Low interference。These four elements are the key to detonating the 188bet。

For thirteen years I have tried to find an environment similar to that of an elevator，Finally found the cinema，More 188bet 1,400 cinema pre-show advertisements are focused，Except for Wanda’s 270 homes。Cinema meets the mainstream crowd，Low interference，A must for young people but not high enough。

188bet era of mobile Internet，I think having no choice is the best choice。Traditional TV was defeated by the mobile Internet，The mobile Internet has changed all time and space，Freed time，Also frees up space，Also creates information overload，Too many choices，After returning home now，20% Watching TV，20% watch video，20% Play WeChat，10% with children，10% playing games，There are many people working overtime outside，KTV Bar，Shopping, entertainment, etc.，Life is rich，But 188bet’s a disaster for advertisers。

The best years for advertisers were the era when CCTV was the dominant one more than ten years ago，188bet was an era of no choice。There is nothing left for 600-700 million people to choose from today，200-300 million people have no choice but to leave only the focus，Go home，Go to work，No choice to wait for the elevator，The best choice for advertisers is that users have no choice。

* 188bet article is reproduced from the WeChat public account "3W Internet Deep Selection"。