Evernote's China dilemma: the market does not equal to benefits-Evernote, EverNote-IT information
Time is passing too fast. I think the last time that Evernote, is still talking about Microsoft OneNote after a full free, what needs to be done if we want to beat Evernote. Suddenly, Evernote is showing signs of pills.
This two-day Microsoft and Apple have implemented export individual notes Evernote tool--OneNote and memo tools. Both of these tools are very useful, since Evernote export format itself provides a suffix for ENEX, such a file can take notes hierarchy, which contains pictures and even sound are preserved intact. Even Microsoft's sync tool does not need to install the OneNote application itself, will upload the ENEX file content to the cloud, and cloud sync back.
Microsoft and Apple in the respective product, supports synchronous publishing to Facebook, Twitter, Twitter or any other social networking platform, with your own picture or video file with the tool, you can also publish to YouTube, Flickr or other pictures and videos on social networking sites, and also supports the use of third-party account login. This is normal and is part of a profit-sharing measures. But let each other to migrate all records to their platforms, are the important things of a different nature. Before NetEase goes music import shrimps had been supported a single song, soon sparked controversy, and was later cancelled.
Now, Microsoft and Apple launched into service, but Evernote does react, what does it do now? It has the verge was busy closing before it hatched a variety of products.
Latest reports indicate that not only executives to leave the company was founded, and in relation to other business lines, in particular China's leadership will be replaced. Have very impressive Hello, Skitch and Food before these applications, just someone's analysis of what this is going to cut out new areas, creating new growth points. They seem to have lost its former glory, and the analysis of those articles is ridiculous.
Why Evernote is now so low? --Despite the fact that as a company is still alive, but if as a Unicorn, can be said to have failed. One of my idea is that Evernote's success in China, making decisions that affect the company.
Yes, Evernote has succeeded in China, but it can also be said to be the only successful overseas markets. Users of the market behaviour of some, paralysis of its thought, and let it remain complacent with our present state. This is the multinational companies in China, after following the acclimatized before a dismal exit, encountered a new minefield.
This may be from a giant story to find some inspiration. ACE handheld Sony PSP, is the most amazing handheld devices on the market before the iPhone, with a very strong performance, so much so that in addition to playing games, you can do more things. The Chinese took a fancy to it. They buy the PSP when you get home, is listening to music watching movies, reading e-books when a USB memory stick, along with playing pirated games.
In the know column article on the legendary Palm lost to the Chinese player had inadvertently killed pointed out that of the PSP, it was this that was the wrong decision by Sony Executive. They see the PSP sales in the Chinese market soared, wrongly believing that will open up a lot of new players in China, thus increasing the output of the host, as well as the investment game. Results did not expect is that players in China except for outside the machine, did not spend a penny; and the machine in any market other than those sold in China are not good. Ultimate Sony PSP technical support was recently shut down, and successor, PSV may be put into song on the Sony PSP.
Because there is no timely notice to show danger signal, was blinded by numbers on the surface, even successfully squeezed into the market, multinational companies may also be brilliant because here, suffered a new defeat.
Chinese people are too much, almost equivalent to the 1/5 dug out of the Earth, where the birth of a new market. That year Japan also had a similar phenomenon of the Galapagos, but Japan's economic prosperity are a bubble, a billion people can't afford too much market, Galapagos phenomenon in Japan is a failure, they ultimately costly integration in the global ecosystem. Only China can only with great economy and to match the number, create a complete isolation to be self-sufficient in the development environment.
So, time for multinationals to develop overseas strategies now, must be dealt with separately in China and other parts of the world. Success in the Chinese market, can't say easily copied to other areas, but nearly impossible to replicate. Success in China, most likely because the Chinese preference for hardware outweighed the desire for software, most likely because free will suffice, so very low conversion rate free users to paying customers, most likely because the user of the greedy money-burning advantage, so the burn stop users after plunging ... ... Chinese users will appear to give you flowers and applause, is actually one of the most elusive.
Evernote的中国困局：市场不等于效益 - Evernote,印象笔记 - IT资讯
时间实在是过得太快了。我觉得上一次说Evernote，还是在说微软OneNote全面免费之后，如果想打败Evernote还需要做什么。转眼之间，Evernote就呈现出了药丸的迹象。
这两天微软和苹果相继推出把Evernote导出到各自的笔记工具——OneNote以及备忘录的工具。这两个工具都很好用，因为Evernote本身提供了一个后缀为enex的导出格式，这样的文件可以把笔记层级，里面所包含的图片甚至声音，都完好无缺地保留下来。甚至微软的同步工具都不需要安装OneNote应用本身，会上传这个enex文件里面的内容到云端，然后再从云端同步回来。
此前微软和苹果都在各自产品当中，支持把状态同步发布到Facebook、Twitter、微博或者其他的社交平台当中，用自带工具加工的图片或视频文件，也可以发布到YouTube、Flickr或其他图片和视频社交网站上，也支持使用第三方账号登录。这都是正常的，而且是属于一种让利措施。但是让对方所有的记录迁移到自己平台上，则是性质不同的重要事情。之前网易云音乐曾经支持导入虾米的歌单，很快引发争议，后来就取消了。
现在微软和苹果争相推出导入服务，但是Evernote却没有什么反应，它现在在做什么呢？它已经自顾不暇，正在忙着关闭它之前所孵化出来的各种产品。
最新的报道显示，不仅公司创立时期的高管在离职，而且关于其他业务线，特别是中国区的领导都会撤换。之前曾经非常抢眼的Hello、Skitch和Food这些应用，刚出来的时候有人分析这又是要切入什么新的领域，创造什么新的增长点。它们似乎都已经失去了昔日的光辉，而那些当时的分析文章也显得滑稽可笑。
为什么Evernote会到现在这种地步？——虽然说作为一家公司还算是活着，但是如果作为一个独角兽而言，早就可以说是失败了。我的一个想法是，Evernote在中国取得的成功，影响了公司的决策。
是的，Evernote在中国成功了，但这也可以说是唯一做成功的海外市场。这个市场的用户的一些行为，麻痹了它的思维，并且让它长期的自满于现有的状态当中。这也是跨国公司在中国，继之前水土不服惨淡退出之后，所遭遇的一个新的雷区。
这也许可以从另外一个巨头的故事当中找一些灵感。索尼的王牌掌机PSP，是在iPhone之前市面上最令人惊叹的掌上设备，拥有非常强大的性能，以至于除了打游戏之外，可以做更多的事情。而当时的中国人正是看中了这一点。他们购买PSP到家之后，是听歌看电影，读电子书当U盘，顺带着玩盗版游戏。
在知乎专栏上的文章《一代传奇掌机的逝去中国玩家竟在无意间害死了PSP》指出，正是这一点让索尼执行了错误的决策。他们看到在中国市场的PSP销量暴增，就错误的认为将会在中国开辟大量的新玩家，因此加大了主机的产量，以及游戏方面的投入。结果没想到的是，中国玩家除了买机器之外，别的一分钱都没花；而这台机器在中国以外的其他任何市场卖的都不好。最终索尼最近完全关闭了对PSP的技术支持，而继任者PSV也可能会成为索尼在掌机上投入的绝唱。
因为没有及时的注意到可能表现出的危险信号，被表面上的数字冲昏了头脑，即使是能够成功地挤进中国市场，跨国公司也有可能会因为在这里的辉煌，而遭遇一个新的滑铁卢。
中国人太多了，几乎相当于把地球的1/5挖了出来，在这里可以诞生一个全新的市场。当年日本也有过类似的加拉帕戈斯现象，但日本当时的经济繁荣是属于泡沫状态，一个亿的人民撑不起太大市场，所以加拉帕戈斯现象在日本是一个失败，它们最终要花大代价融入全球生态圈。只有中国，才能够以巨大的经济体和与之相配的人数，创造一个完全与世隔绝都能自给自足的发展环境。
所以说，现在的跨国公司在制定海外战略的时候，一定要把中国和世界其他地区分开来处理。在中国市场的成功，不能说轻易被复制到其他地区，而是几乎不可能被复制。在中国的成功，很有可能是因为中国人对硬件的偏好盖过了对软件的渴求，很可能是因为免费已经够用，所以免费用户到付费用户的转化率极低，很有可能是因为用户贪了烧钱时的小便宜，所以烧钱停止之后用户马上骤降……中国用户看起来会给你鲜花和掌声，实际上是最让人捉摸不透的。