Interview guest: Wang Feng, Vice President of Jinshan Software Company
Interviewer: Sina Technology Editor-in-Chief
"You look awkward, these two days have worked hard."
"From the day before yesterday, it is basically not a good break. However, today, today, the channels are reflected in various regional markets, channels are good to respond to drug tyrants, and they are more ideal. The heart is much in the second quarter of this year. problem."
At 8:00 pm on June 6, in a bar of Beijing, a vice president of Jinshan, Wang Feng, a vice president of the drug tyrant, accepted an exclusive interview with Sina Technology. Two days ago, Jinshan officially released the drug tyrant V and Net Dart V two information new products and Jinshan Company 2003 Information Security Business V Raiders. After the press conference, Wang Feng has received exclusive interviews from Sina Technology and several other media. It is only two days, and an interview has been arranged. Wang Feng has been busy a day. He said that he suddenly felt a bit tired when he had started from get off work, but there would be a lot of words to make a communication with the media, I hope that things are more clear.
If there is anything happening on the evening of June 3, Wang Feng accepts a media interview with a new product to accept it enough.
On the evening of June 3, Jinshan's most powerful opponent - Rising suddenly announced that 2.2 million yuan for users and dealers, and the retail price of a single-machine version of the product was lowered by 30 yuan, and the retail price dropped to 168 yuan. And another opponent Jiangmin in Jinshan also announced that a anti-virus software-kv Jiangmin anti-virus king DOS anti-virus partner will be launched in a 38-yuan ultra-low price.
For opponents's move, Jinshan has made some reactions in the afternoon of the new product. When I replied the reporter, Wang Feng was slightly paused. Finally, I finally took a sentence. "I will warn my opponent", "I am the Taoism immediately pick up the topic." This market will only do it will be lively. It is even more. No matter what our competitors have done, this can only be considered different market strategies. "
On the day of the press, Jinshan did not blame the competitor, even a smile; however, the next day, Jinshan began to distribute a word fierce to the media, full of gunpowder is almost equivalent to declaring war "檄文", Jinshan is in the statement It emphasizes: "First, Jinshan drug tyrant V new product is released on June 4 due to" SARS ", and there is no relationship with other incidents; Second, Jinshan promised product price is only 100 yuan, and feedback users with leading technology and quality service; Software enterprises should advocate technical business services as the first, do not engage in text games to deceive users; four, do not make conceptual price cuts, new products, new technologies will eventually defeat "SARS". "
"It's strange, why don't you publish your products a day before yesterday? Don't say anything about the opponent, there is so much multimedia present, isn't it more convenient to express your ideas? How do you suddenly throw your wording strict, straightforward statement, this How do two days of ideas turned so fast? What happened? "
"The day before yesterday is mainly to release new products. I don't want to say anything more. I just want to do our own things well. However, these two days we saw many media reports, see everyone is talking about virus market" price war "I feel that everyone may have misunderstandings. I don't want to see that we have such an important new product publishing department in various strange talks. Our company doesn't want to attack the company. Others come to sprout, we will definitely make some clarifications. "
Maybe it is in the bar, maybe there are only two people face-to-face. On the evening of June 6, Wang Feng released the product in the afternoon of June 4th, and more about, and of course more or anti-virus software. People and thing.
Interview record:
Sina Technology: Now everyone is talking about the anti-virus market is very weak, from the beginning of the year, the sales of each manufacturer is not very good, what is the reason? Some people say that Jinshan has launched a price war in the second half of last year, and puts the market purchase force in advance. Wang Feng: SARS has a certain impact, and consumer demand is suppressed. In fact, the sales of anti-virus software in the first half of this year did not have much difference, and the reason why they feel silent, and the media propaganda has a relationship, and there is also a relationship with the manufacturer's own adjustment. For example, there have been major changes within Rising companies, and the needs of various relationships will be stunned; Jiangmin mainly pushes his 500 yuan online version. Around the stand-alone version, everyone has done some work in 315, but there are not many actual actions. It is silent in the past two years. With the rise of the Internet and Jinshan enters the anti-virus software market, it actually promotes the rapid upgrade of anti-virus software products. The previous anti-virus software has a substantially upgrade of 1-2 years, and due to the entry of Jinshan, the market competition is more intense. The anti-virus market is much more active than before.
Sina Technology: There is an analysis says that the Jinshan drug tyrants is officially launched until June 15th, and with the price cuts of other manufacturers, it has a large amount of goods in the channel, collecting money, there is no money to do money on the channel. .
Wang Feng: The current software channel business is very different from before, and now the software channel is basically doing online games, and online games are more demand for cash, compared to online games, anti-virus software stand-alone funds need a lot. Many . Distribution channels have no money, this is impossible; in addition to commercial speakers, channels will not be so stupid, channel merchants will give all money to another promotion before the new product of a well-known brand?
Sina Technology: There is a saying, say this time Rising and Jiangmin teamed up with Jinshan. What do you think?
Wang Feng: Two years of Jinshan released anti-virus products, they may not look at us; now someone says this, I am very happy, our status is really improved. At least we make them look, feel pressure, are we so powerful to join hands to deal with it? ! (laugh)
Sina Technology: How is the software so hard, especially the anti-virus market, the competition ecology is very bad, feel very messy?
Wang Feng: The few families have been very powerful, and they can't talk. The domestic market is impressed, there is no big company to lead the industry, only enterprises are large enough, there are commercial capabilities to formulate market game rules, and the market is orderly. In addition, this market competition is not less than the PC, "Water War" is terrible, these companies have "wild" from Zhongguancun to the earth, talking about "wild", is not a light of oil.
Sina Technology: Jinshan drug tyrant V version 99 yuan, network dart V version 99 yuan, the binding version of the two 189 yuan. When I launched a "blue revolution" last year, you recognize that 50-100 yuan is a reasonable price of ordinary consumers to accept anti-virus software. Last year, Jinshan drops to 50 yuan, then raised to 79 yuan, this time, the drug tyrant V version is improved What is the reasonable price of the reasonable price, how is the pricing strategy of Kingsoft Internet Security? Is it still in a process of exploration?
Wang Feng: Determines the final situation of the market or the power of the terminal, in fact, the Kingsoft Internet Security has pulled the price below 100 yuan, and it is impossible to adjust the price. Last year, Jinshan conducted a large-scale promotion at 50 yuan programs, which was trial water. It is now priced at 99 yuan, which is the price of consumers, channels, and manufacturers.
Sina Technology: Now Internet security standards are not uniform, in this case, how do your network darts think? Wang Feng: Last year, I and Lei Jun went to the United States to see the United States. I saw some large supermarkets with software stores, like Symantec, Nai has special firewall products sold, and even separate data repair products. Since last year, we think that whether it is a suit product or a subdivision product, it must meet market demand, and the demand for consumer differentiation has produced market segmentation. From Jinshan Wantel and Jinshan Express, some successful cases have given us a lot of inspiration. In terms of anti-virus products, we are not innovative, and it is learned about some advanced practices abroad. In the marketing, the drug tyrants and network darts are disassembled. It is a strategic choice. Jinshan tries this product segmentation strategy. It is believed that the firewall market is still incuring, but with the demand for black and black, it is getting bigger and bigger. The market is not always available. Third, the work we want to do with the opponent is different, we frankly admit that we will not do the so-called "good boy", there is a feature: the general software market is characteristic: the user group should be large enough, do not do the top three, Don't live; if you can't do the first two, don't talk about what the future. To stand in the fiercely competitive market, you must seek differentiated roads and keep the product on the desktop.
Sina Technology: Just talked about the pursuit of high installation rate, some people say that Jinshan indulgens user use piracy?
Wang Feng: This issue is going to see from history. In addition, Jinshan has a process of understanding anti-virus software. In 1997, we found a market phenomenon. The genuine software has basically encrypted. It does not use the CD. It is more convenient to use pirated software than the genuine. For encryption, genuine users are very headache, often after installing genuine software, then prompt installation or Repair, but I don't know where to put the boot disk, and the sure is packed. You know that the Lei Jun is a master written by the encryption program, but the Lei Jun decided not to write in 1997, Jinshan software is not encrypted in 1997. When you do anti-virus software, the company's ideas all the way, Jinshan drug tyrants are paying tuition fees, and come down all the way. On this issue, we have no need to be shameful, and our income has been lost, but our software installation rate has formed a scale, unintentional willows, after solving the charging problem, then go to the online sales model Our scale advantage will be reflected, and our high installation rate will be honored.
Sina Technology: Domestic anti-virus software has been playing for several years, and international manufacturers have basically come in. Can I predict future anti-virus market pattern?
Wang Feng: A fierce competition in the anti-virus market, the upgrade of the product is constantly accelerating, if some manufacturers are not right, some manufacturers really have to fall. The essence of the market is difficult to change, that is, the tide of the tide, where the company has the meeting, some will be under Zhongguancun did a good job in some slit markets in some slit markets, and later died, why, not this company itself is not good, but the market demand varies sharply, the gap of the market is gone, dry. Therefore, Jinshan does not make a slit market, and develops in general software in market demand. I think Jinshan will make it better.
Postscript:
Since the "Blue Revolution" has been launched in September last year, Wang Feng rarely appeared in front of the media. "Within a period of time, there are very few friends who share the media. On the one hand, there are many things, and we must manage the drug tyrants. At the same time, it is also responsible for the integration of the company's marketing platform; Don't give the outside world's impression, we have been with the team in working anti-virus products, I have repeatedly warned that I have to be low-key, I hope I will have some work behind the scenes ", Wang Feng's words turned," I am afraid. "I am afraid." Being famous, I really hope that there will be more things, but I will not show it long. Sometimes I have to be against it. "" Too low-key is not good, I don't know that you know, I have been in March, I am guess you outside. What went wrong."
Wang Feng is very frank. "In fact, I was afraid, someone asked me if I didn't have an accident at the beginning of the year? I haven't worried haha, saying that I am busy in Jinshan. Later, media reporters interview my government procurement, I am finally over, where are you here? I am talking about the company, people have chased it again, then you are so busy now. At this time, I want to be broken, I don't know what it is. I will ask the Lei Jun whether there is no rumor outside. The Lei Jun said that he didn't hear it; after two weeks, Lei Jun came over with me, he also heard that there was a reporter asked him. "
How to pass the end of the year, there is no test. Wang Feng feels that it should also reflect on his own way of life, and cannot walk from one extreme to another. Jinshan's employee said that Wang Peak sex is more urgent, it is more demanding, but a good person, has been a mathematics teacher, after criticism, I feel that there may be unfair, I will send an email to review it.
Between the speech, Wang Feng continued to expose the feelings of Jinshan. In 1997, Wang Feng came from Chongqing to the world. Now, he can come to the palm of the anti-virus market, but he is still a young man who is basically unknown for the software. It is a little excitement that Wang Feng has been very excited in Jinshan. It is also his footprint in Jinshan. He said that there was a feeling of drifting in the first two years. In 1999, he felt that he had been associated with Jinshan's business.
In 1996, the current Rising Vice President Mao Yutin has done a deputy general manager in Jinshan. When Wang Feng went, Mao Yutin had left the Jin Changcheng computer to be planned, but Mao Yutine still returned to Jinshan, Lei Jun Mao Yutin introduced new employees, Wang Feng looked at Mao Yutut full of prosperity, when he wanted to have a few tricks with this Zhongguancun famous planner. When it comes to Mao Ying, Wang Feng said he is a "cattle" in the media public relations; mentioning Wang Jiangmin, although Wang Feng may not understand him, a "teacher" said that "Wang Ming" said that He Enemong Mingtai, Wang Feng used a very strange word. "He is a 'Confucianism'." He said that he wants to fight the Tong Mingtai, will ask the other party to drink, tell the other party "We have to fight."
People who don't understand is that anti-virus software is so fierce, maybe I will think that several of the family meet, and the family meets, Wang Feng said that it is doing things, and everyone is doing it. It is still more talks, and some things will also be reported to exchange. Not like the outside world.
