从规模到聚焦（From scale to focus）.docVIP

从规模到聚焦（From scale to focus） The secret of success in the next wave of the Internet business model: focus on a focused field rather than blindly pursuing scale. When the Internet first emerged, it was stressed that this emerging virtual business model could be oriented to the mass market without being subjected to regional limitations of the old economy. The risk of investors in those emerging enterprises lucky on spending billions of dollars to encourage them to develop rapidly before competitors gain a foothold. Their business strategy is all about how to scale up. For Amazon and eBay, this strategy works, but for most companies, this is a dead end. Today, this simple pursuit of mass markets and scale is almost certain to fail. This is not to say that we will not continue to be shocked by the rapid growth of the Internet - such as Facebook and Google, which have created a whole new business model that has been able to expand rapidly. But most Internet companies simply try to replace the incumbent company by deforming the old business model. Now, entrepreneurs (and even venture capitalists) no longer expect every new idea to change the old economy, but begin to realize that size is the result of business success, not the cause of business success. A closer look at past successes and failures, as well as a number of new internet stars, reveals that the key to their success is to focus on unique abilities. And, perhaps surprisingly, the size of the business model that has expanded in the mass market has gradually turned into a new development model aimed at the local market. The new company is not using the virtual nature of the Internet to reach out to the vast majority of geographically unrestricted markets, but to build unique capabilities and attract loyal users locally. These capabilities - not scale - provide barriers to entry that enable these firms to beat competitors. As in the old economy, the leading Internet companies are constantly repeating their success