This Internet company, which had sold 700 million yuan a year through software, has now been left unattended.

Rising in the country, Rising, just one year, the software monthly sales exceeded 100,000 sets, the most prosperous year, Rising software can sell 700 million yuan a year, personal-grade products almost monopolized the market at that time. Before this madness, Rising’s account left only 100,000 yuan in funds and owes 150,000 yuan in advertising expenses.

Recently, veteran anti-virus company Rising has reverted to the industry's attention by hitting new boards. After dragging on for more than a decade of listing dreams, we have to feel embarrassed for this once overlord. For Rising people, perhaps this is a victory and a relief.

Rising anti-virus software is a generation's memory

The impact of the new three board, sounded returning to the horn, Rising is like the computer lions of the desktop that morning, suddenly and suddenly appeared in front of us.

What is embarrassing is that as a latecomer in the same industry, Qihoo 360 has taken the top spot in domestic anti-virus software and made a round trip on the New York Stock Exchange; Kingsoft also landed on HKEx, and the antivirus business turned into a cheetah. Mobile has become the best performing internet company in China. Zhou Hongyi and Fu Sheng are representatives of the Internet in China and frequently appear on various occasions to guide the industry.

Back to Rising's founder Wang Hao, there was no spotlight or applause. There are two realities in front of him: a company living on the PC side, and a brand new mobile Internet.

Lion old man, still able to rice?

An unprecedented legend

Pull the time further and return to the martial arts that did not change.

Zhongguancun in the 90s was not big, and the entrepreneurial circle was very small at that time. In this small base, there are very few heroes who fail, and few who fall and still get up. However, Wang Hao is an exception.

1993 was the first culmination of Wang Shuo's business. At that time, his anti-virus card developed in an unexpectedly popular market, with daily sales of nearly 1,000 units and gross profit of more than 200,000 yuan. These figures are for the just-started Chinese software industry. Recorded shockingly, Rising computer technology company is more than more than 200 competitors come to the fore, Wang Hao has become one of China's anti-virus market opener.

Later, because of illness, Wang Hao retired for three years, until the spring of 1998, Wang Yicai once again "out of the mountains." The returning Wang Hao was surprised to find that before the sweet market had been overdue, the sales of anti-virus card products of Rising's flagship were almost zero, even as the anti-virus cards were too prominent for Rising, and nearly three years of anti-virus software was launched. No one cares.

Wang Hao is very anxious and the old routine is definitely not the solution. After analyzing the market, he first made changes to the marketing model. “In the past, the promotion mode of advertising and retail marketing was too slow.” Wang Xiao thought of a tricky way. “Signed cooperation contracts with Lenovo, Tongchuang, and Founder hardware manufacturers. The Rising anti-virus software was put into the computer as an original device. Users would think that since well-known companies such as Lenovo and Founder have chosen Rising, Rising's technology is certainly correct.” Through this “parasitic” approach, Rising is not only Free advertising, but also greatly expanded market share.

At the same time, there are plans to stimulate distribution channels. In three months, capable distributors can purchase at cost, and the difference between the cost price and the normal purchase price is returned to the distributor for advertising promotion. With such support from Rising, distributors are also highly motivated.

Everything is ready to enter the market and it will be a good product. With the technical advantages, Rising Anti-Virus 8.0 quickly went public, killing Zhongguancun and marching toward the country. Rising 8.0 first cleared the computer macro virus. In the second year, the CIH virus broke out in the world. Rising became the first anti-virus software to solve the problem. The two events laid the ground for Rising's status in killing the soft world. Liu Xu made the technology, Tian Yakui ran the market, and Wang Hao invested in coordinating the overall situation. The three partners performed their duties. At that time, they were the best time for Rising.

Rising in the country, Rising, just one year, the software monthly sales exceeded 100,000 sets, the most prosperous year, Rising software can sell 700 million yuan a year, personal-grade products almost monopolized the market at that time. Before this madness, Rising’s account left only 100,000 yuan in funds and owes 150,000 yuan in advertising expenses.

It must be said that Rising made the internet myth. "China's Most Bully Internet Company" and "Heroes of Zhongguancun" are all attached to Rising's complacent Wang Hao.

A cheating brother

In the development process of Rising, it is necessary to mention the grudges of the founders of Wang Hao and Liu Xu.

The two men who once fought side by side and opened up their soil to expand their soil were good brothers with deep feelings. But later it became a secret contest and could not compete with each other.

The turning point of the incident occurred in 2002. The low price promotion of Kingsoft Internet Security led to internal disputes over the strategy of Rising. At that time, Liu Xu advocated the use of technology to upgrade against Jinshan. Wang Shuo preferred to deal with price reductions. Although Liu Xu, the main battle faction, won the victory, but then paid the price for four consecutive months of losses, Rising's listing plan ran aground, and Wang Liu’s two completely. Give up evil.

In 2003, Liu Xu, who had been in the company for more than ten years, had left the company. The pro-Liu faction inside Rising was gradually cleared away, and his voice was firmly in the hands of Wang Hao. However, this war did not end. After leaving Liu Xu founded the Eastern Micro, relying on his technology, Eastern Micro Point developed an active defense software specifically targeting Rising products.

The threatened Wang Hao hated Liu Xu's teeth. Then, their personal grudges seemed to have risen “highly.”

In July 2005, Liu Xu suffered a sudden "bad news" at a time when Liu Xu's new micro-products were coming on the market. The Beijing Municipal Bureau of Public Security Bureau of Cybernetics investigated the micro-dots and prohibited them from being available on the grounds of "spreading the virus".

Difficulties are hard to come by and the opponent gains. Rising ushered in the "heavenly period" from 2006 to 2008. Rising's anti-virus software sold hot, and even once again reported Rising's listing on the Hong Kong Stock Exchange.

However, the story was reversed in 2008. Beijing police identified the case of “Oriental Micro-points Making Drugs and Transmitted Drugs”. Yu Bing, former director of the Beijing Municipal Public Security Bureau's network monitoring office, received more than RMB 4.2 million in “rewards” and accused the subordinates of fabricating a false case.

After this incident, known as the "biggest scandal in China's computer antivirus industry," was exposed, Rising was not only criticized by the industry, but also suffered an unprecedented credibility crisis. The micro-point active defense software was thus blocked for two and a half years, with a direct economic loss of 30 million yuan. In the end, both lose themselves.

A defeated war

Another war is Rising's Waterloo.

In 2006, Qihoo 360 security guards who did not follow the routines launched a “permanent free” strategy. One squid quickly stirred and subverted the soft market. Rising, Jiangmin, Jinshan, Kaspersky and other anti-virus software makers have resisted this reaction. Rising is even more arrogant with its big brother: "We can't see how the free model will survive."

In the face of competitors, Rising is only fighting but not learning, and constantly leads a team of charges to kill software and Qihoo 360 to play a public relations battle.

Then, Qihoo 360, which has gone its own way, promoted free antivirus and quickly seized the market with its devastating influence. In 4 months, Rising took down the championship.

Qihoo 360, which people don't understand, is actually a shortcut to Internet thinking. Under the bombing of free strategy, the number of 360 users quickly exceeded 300 million, and thus became the largest security software vendor in the domestic market. Even worse, Qihoo 360, which captures user traffic, builds a "product lifeline" on the PC side by leveraging channel capabilities. It has successively developed products that bring cash, such as browsers, navigation, and search.

Rising reaction is too slow. There is no adjustment for the market and no upgrade of the product. It was not until March 2011 that Rising realized that the general trend had gone and could only follow 360's announcement of a free strategy.

And there is a part of the reason behind this. After Liu Xu left, Wang Hao shifted Rising's strategic direction from product research and development to marketing, and the 360 ​​counterfeit, micro-dot, and 3Q wars were staggering. The number of products used for public relations and advertising was surprisingly high. There are boutiques. Rising without technical support and product thinking, personal-level products have also been criticized, and even users joking: “360 is transformed from a rogue to a Guardian, Rising turned from a Guardian to a rogue, and doctors and butchers came to a gorgeous interaction. In recent years, Rising has been following the 360, and it has copied one for 360 and one, and the speed of copying is slower than that of Kingsoft."

An old gun is far from the river

Today, Rising also does a little “sideline business” to make money, such as browsers, web site navigation, and game connectivity, but the revenue contributed by these businesses is not large. Rising's current "lifeline" is an enterprise-level product, but the degree of concern has diminished, and it has almost disappeared in recent years. Wang Hao seems to have fallen.

As early as in 2010, Wang Hao had identified three strategic directions for Rising's development: enterprise-level security, enterprise mobile security management systems, and personal-level mobile Internet products.

Currently, in the field of enterprise-level security, Rising has a total of 13 enterprise-class products, with nearly 90,000 users and nearly 15 million terminals. In terms of personal mobile Internet products, the active products of Rising Antivirus V16+ and Personal Firewall V16 were respectively 78 million and 15 million. From the published prospectus, it can be seen that the revenue for the first half of 2015 was 82.65 million yuan, of which more than 60% of the revenue came from PC-side web site navigation and game operations. On the other hand, on the mobile side, 360 mobile phone guards have accumulated 788 million users and reached 2.8 billion in the second quarter. Today, the gap between Rising and 360 is a huge difference.

It is obviously not satisfactory for Wang Zhong, the hero of Zhongguancun, to be completely satisfied. In the face of such reality, at this time, the new three boards will be impacted and the capital will be connected. Rising still has the opportunity to regain one city?

Someone said: "Compared with personal network security, enterprise-level security requires one-to-one service. From the perspective of service cost, the company's technical cost in the enterprise security market can be duplicated, and its maintenance cost is lower than that of personal security products. It will help Rising to reverse losses."

Some people also said: "For most enterprise companies, most Internet companies are in a period of force, there are no significant barriers, and the current enterprise-level security is already a giant, and Rising without resources is difficult to support."

Wang Hao never responded to the outside world's voice. He is like a silent lion, keeping Rising firmly in his arms.

The Zhongkecun Zhongke Building was the first floor of Zhongguancun many years ago. Rising is still working here. It has not been removed for about 10 years. It is said that the feng shui is good here, but now it is easy to be overlooked under the cover of high buildings such as Ding Hao and Hai Long. Rising's position in the industry is a bit like that of this building, and it looks bleak.

Some time ago, Zhou Hongyi asked him to buy Rising. Wang Hao refused, and he replied: “This is not a matter of money.” For Zhou Hongyi, Wang Xi is very unconvinced. He does not fall in love with “rogue” and has to be a bit of a “Zhongguancun hero” spirit.

He said: "Lei Jun was successful. I am very happy. In the era of the Internet, the old man in Zhongguancun was not completely annihilated."

Source: Business

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