NetQin announced its brand strategy in May: entertainment transformation focuses on

With the decline of Nokia, NetQin, which rose on the Symbian platform, has lost its former glory in the domestic mobile phone security field. However, PC security giants are thriving on the Android platform, and even some newcomers have achieved good results. Faced with this situation, NetQin, which has many business lines, has begun to seek new mobile entertainment transformation and will announce a new brand strategy in May.

NetQin's transformation is imperative

In the past few years, the domestic mobile security market has been re-divided. Companies with high brand awareness on the PC side have turned to the mobile security field and launched their own security products. In particular, the entry of giants such as Tencent, Baidu and 360 has suddenly made the mobile security market a red ocean. Currently, NetQin is no longer among the top ten mobile security software.

More importantly, NetQin's paid mobile security model is no longer suitable for the current usage habits of mobile Internet users. According to NetQin's 2014 fiscal year, NetQin's personal consumer mobile security revenue has declined, and the company has focused more on mobile applications and services that can be commercialized. Zhou Bin, vice president of NetQin's strategy and investor relations, also pointed out that Xiuse, which focuses on live broadcasts of beautiful women, accounted for more than 10% of mobile value-added services in Q4 2014. In 2014, the number of daily active users and revenue of Feiliu, a wholly-owned subsidiary of NetQin, increased by more than 100% compared with the same period last year, and even contributed nearly 40% of direct revenue.

All these data indicate that NetQin has actually made strategic adjustments, but has not yet officially announced the company's specific strategic layout. It is reported that NetQin's top management is currently in intensive discussions. Some value-added services based on entertainment are the focus of NetQin's transformation, and the original security business will become a secondary business line. However, what image NetQin will reappear in will be revealed in May.

Entertainment transformation focuses on focus

When most people hear about NetQin, they can't help but ask: "Does NetQin really make mobile phone security?" The reason for this doubt is related to NetQin's past business model of to B. However, if NetQin wants to develop in the direction of to C entertainment in the future, it will face the problem of user brand recognition. Therefore, the brand positioning of NetQin's entertainment transformation has become a key point.

Through investments and acquisitions over the past two years, NetQin has now formed five areas: mobile security, mobile games, mobile advertising, enterprise mobility, and mobile healthcare. This wide-ranging model has brought NetQin a lot of benefits, and some businesses have even surpassed the main business and become new growth points, but such scattered business lines are difficult to focus on. Zhou Bin believes that NetQin's entertainment transformation must first solve the problem of focus and reshape the user's image perception of NetQin.

However, the several directions selected by NetQin seem to have great development potential. With the explosion of mobile games, Feiliu has already made its mark. According to NetQin's official website, as of December 31, 2013, Feiliu had 106.9 million registered user accounts and 20.4 million monthly active user accounts. Xiuse, which focuses on live broadcasts of beautiful women, also accounted for more than 10% of mobile value-added services in Q4 2014. The enterprise mobile business showed continuous quarterly growth throughout the 2014 fiscal year.

Generally speaking, using the concept of "ecosystem" to connect the messy business lines is one of the best ways. However, Zhou Bin said that NetQin is still at the beginning of exploring the ecosystem, and it is too early to talk about "ecosystem" . Therefore, in order to formulate a unified brand strategy, NetQin may seek new ideas in mobile value-added services.

NetQin is currently facing a difficult problem in its transformation to entertainment: with five "good cards" in hand, which one should it choose as its "business card"? In the past, NetQin, which was focused on B2B, did not care much about these, but now that NetQin wants to transform to C2 entertainment, it must focus on its brand positioning and seek greater development space in mobile value-added services .

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.