“抄袭有理!抄袭无罪!” 这家公司靠抄市值超 30 亿美元 - 小众知识

“抄袭有理!抄袭无罪!” 这家公司靠抄市值超 30 亿美元

2013年01月27日 14:18:05 苏内容
  标签: 市值/抄袭
阅读:7328

最近,国外自媒体 Hustle 采访了一位不愿意透露姓名的 Rocket Internet 前员工。Rocket Internet 是一家很神奇的创业孵化器,他们通过无耻地抄袭硅谷创业公司的项目赚到了几十亿美元的收入。

Rocket Internet 可能是有史以来最成功,但也最臭名昭著的科技公司。这家公司一方面孵化创业公司,一方面也会做投资,他们的策略就是投资抄袭硅谷创业项目的公司,让他们以光速在欧洲、南美、亚洲发展。一旦 Rocket Internet 投资的公司占领了一个市场之后,他们就把公司卖给硅谷被抄袭的创业公司。

这家公司是德国三兄弟在 2007 年创办的,他们是 Marc Samwer、Oliver Samwer 和 Alexander Samwer,到目前为止他们孵化的创业公司员工数量已经超过 3 万人。Rocket Internet 的公司市值也达到了 30 亿美元。

Rocket Internet 这家公司在 Oliver 领导下,采取了激进的成长策略,将无数个创业想法在短短三年内变成了数以十亿美元的投资回报。想加入 Rocket Internet 非常困难,这家公司的 HR 团队非常强大,全部都是银行家,只要他们发现有一家值得投资的项目,立马就会往这家公司注入大量的资金。

鉴于 Samwer 三兄弟很少接受采访,Rocket Internet 也很少在媒体出现,所以这家公司和这三个人对于商业世界来说相当神秘。

不过,国外媒体 Hustle 最近安排了一次与他们以为前员工的采访,他是 Rocket Internet 投资的一家相当成功的山寨创业公司的前 CEO。他在 Rocket Internet 工作了 7 年。他的故事让我们见识了一家创业公司到底可以增长多快,Rocket Internet 这家公司到底有多么无耻。文中所有名字都已经被处理过。

Rocket Internet 是如何诞生的

Alando,Rocket Internet 孵化的一家抄袭 eBay 的创业公司,在孵化的第 100 天时以 5000 万美元的价格卖给了 eBay。

从 Rocket Internet 成立的第一天开始,Oliver 就知道自己的使命就是去「抄抄抄」。他根本就不在乎原创。他只关心山寨公司的执行效率。作为 eBay 的欧洲山寨版,Alando 甚至在德国用了和 eBay 一模一样的 logo。

到了 CityDeals 阶段,Oliver 还不是特别清楚自己的这套「抄抄抄」山寨硅谷创业公司策略是否能奏效。但是在看到 CityDeal 不可思议的成功之后,Rocket Internet 的山寨孵化模式终于定型了。

Samwer 兄弟在 2010 年开始孵化 CityDeal 项目,这一家生抄团购网站 Groupon 的创业公司在孵化的第 5 个月被 Groupon 以 1.7 亿美元买下。这是 Rocket Internet 的第二次山寨胜利。第一次是抄袭 eBay 那次,卖了接近 4000 万美元,用时 100 天。

进入 Rocket Internet

我(受访者)是在 Rocket Internet 业务初期进去的。进去之后就当了某一家山寨孵化公司的 CEO。那个时候,他们已经抄了 Zappos,并且在欧洲地区发布了产品。Rocket Internet 在 30 个月的时间里获得了 10 亿美元的收入。因为业务非常成功,所以他们三兄弟决定把触角伸到世界的所有大洲去。

我也想管理一家几千人的公司,明白只有进入 Rocket Internet 才能做到这一点。当时我还只是个 20 出头的小伙子,对这件事非常兴奋。

Samwer 三兄弟

招聘银行家做 Rocket Internet 孵化公司的 CEO

所有进入 Rocket Internet 的人都必须有投资银行或高级顾问背景。Oliver 自问,「我能不能找到一些最不安分但又能做出超越自身能力成就的人?」这样的人大多出自高盛或相似的顾问公司,而且这样出身的人拥有强大的人脉,能轻松地拿到融资。

Rocket Internet 的所有员工都是 25 岁左右的银行家或高级顾问。对于数字很敏感,都有创业家精神,但都不知道如何去运营一家公司。当 Oliver 发现潜在的 CEO 之后,他会请他们来柏林,然后让他们参加培训课程。如果相中了对的人,他就会亲自培养,手把手教他们该做什么,不该做什么。

我可以在任何时候给 Oliver 打电话。不管是凌晨几点,都可以。他都会接起电话,告诉我应该怎么做。虽然有时候很害怕给他打电话,但是我还是会拿起手机拨过去。现在,Rocket Internet 在全球有 300 位 CEO 在为它打工。

Wimdu 有 400 名员工,在全世界有 15 个办公室。实现这一数字,Wimdu 只用了 100 天的时间。

Wimdu vs. Airbnb

选择合适的创业公司来抄袭

挑选合适的创业公司,这一过程并不复杂。关键指标就是资金和执行力。社区或技术密集型创业公司 Rocket Internet 一般不抄,因为花的时间太长了,也很难在短时间内收获消费者的信任。我们尝试抄袭 Airbnb,但是发现太难了,Airbnb 的品牌太强了,而且有很稳固的社区。即便最后有了 400 名员工,在全球有 15 家办公室,依旧无法实现让 Airbnb 来收购的目标。

最后我们发现最好抄的就是电商。

Rocket Internet 的快速扩张

在我们选定一个创业项目之后,下一步就是快速发展。不惜一切代价地去发展。

在抄袭的过程中,我们使用了 3 个杠杆来快速地山寨创意并超越原创:1、比原创提供更广地理范围的服务或产品;2、比原创提供更多的产品 3、比原创提供更低价的产品。我们把绝大多数时间都花在开发更多产品和拉低竞争对手报价上。

在选定了杠杆之后,立马开始发展。前 6 个月,Rocket Internet 设定的目标是每周增长 100%。当公司收入达到 100 万美元之后,就将目标调低到每月 20%。在 36 个月里,我们就能山寨出一家 10 亿美元级的独角兽创业公司。

有时候我们会对自己说,「先占领市场,然后证明我们可以实现每月 20% 的收入增长。利润不重要!」关于资金消耗率,只需要控制在一定的数字之下,让要收购的人看不出什么漏洞就行。然后我们在把公司卖给原创创业公司,让他们自己想办法赚到钱。

Oliver

管理方式

所有人都有必须要完成的 KPI。Oliver 每周都会进行电话例会,要求所有 CEO 汇报每周数字和增长量。如果你没有完成目标或者不知道接下来的目标,那么 Oliver 将在几百人面前无情地羞辱你,让你难堪。

Oliver 会让完不成任务的人如坐针毡。「完不成指标,就给我滚蛋。」管理层的流动非常频繁。只有极其出色表现的人才能留在 Rocket Internet。

很多人不喜欢 Oliver 的管理方法,但是我很喜欢。看到那些完不成指标的人被炒鱿鱼,我还有点小激动呢。有时候为了完成工作,甚至有好几个星期没见女朋友。在 Rocket Internet 的这段时间里,我每天早上 8 点起,每天凌晨 3 点睡,女朋友只能在周末来公司看我,那段日子比在银行更苦。不过年薪税后 15 万美元确实值得我这么努力。Rocket Internet 为我们提供了超豪华的生活空间,甚至还有按摩浴缸,过着皇帝般的幸福创业生活。

开始山寨创业

在开始一个新项目的前 2-3 个月里,我们会花 500-600 万美元,然后之后的 4-5 个月里,每个月烧掉 2000 万美元。绝大多数资金都用在了招聘人才以及买 Google、Facebook 广告来吸引消费者上。

只要还有钱,项目就会持续推进,直到资金耗尽。山寨创业公司的唯一目标就是尽可能地获得收入,融更多的钱,然后卖掉它们或者拉到股票市场上市。更多的收入增长更意味着我们可以拿数字去骗到更多的投资,最后让竞争对手来买我们。融资!融资!所有努力只为融资!赚不到一分钱也无所谓!

Samwer 三兄弟

进入新国家

在一开始的时候,我们会飞往一个新的国家,在一个库房或公寓里进行创业,就像伞兵空降突袭那样。此时的唯一目标就是招聘人才。德国柏林的总部会在头一个月里,帮助我们在 Facebook 上进行营销、搭好抄袭的电商网站。

一年之内,库房大小的公司就变成了 10 个足球场大小的超大办公楼。要实现这样的目标,只需要招聘更多的低技能员工就可以了,比如客服。然后把更多的产品挂在网站上。

快速招聘

我们会在当地招聘最好的行业精英,比如客服部总监、供应链总监、物流总监等。为这些精英提供之前工作 1.6 倍的工资,把他们挖来。然后灌输给他们「亚马逊、阿里巴巴的创业鸡汤」,忽悠他们「大家一起努力!一起变成亿万富翁!」

这群总监也要负责招聘更多的当地员工,然后他们再去忽悠员工「我们抄的那家公司现在估值多少多少,只要我们努力,我们可以比他们更大,他们犯过的错误,我们不会再犯!大家一起努力!让我们都成为百万富翁!」总监以下岗位,山寨创业公司会支付 1.3 倍的薪水。6 个月之后,我们会裁掉表现最差的人,然后招聘更多的人进来。

几个月之后,我们会教当地的总监做更多的技术工作,比如说运营 Facebook、Google 广告等。有时候还会把一些表现好的人送到柏林区学习如何进行付费营销。只需要 2 个星期,他们就能掌握技巧。那 2 个星期,不眠不休!!!

所有人都想打了鸡血一样,似乎是在准备一场恶战。所有到公司来的人心里都有一个想法,更快地让产品上线,更快地把产品送到用户手中。

山寨公司的发展速度快到当地的物流公司都跟不上。有一次,我们甚至买了几百辆小三轮,招聘了几百个人来帮我们配送。现在这个几百人的物流队伍已经开公司创业了。有的山寨电商网站连支付功能都没有,需要快递员来收现金。没错,Rocket Internet 公司 35% 的收入是真真正正的现金收入,因为新兴国家很少有人用信用卡或银行卡支付,只能收现金。

Rocket Internet 复杂的公司结构也在他们孵化的山寨创业公司中有所体现。

Rocket Internet 孵化的山寨创业公司

融资

Samwer 三兄弟用自己的钱创办了 Rocket Internet,但是扶持创业公司的钱来自于瑞典的 Kinnevik 家族。Kinnevik 家族曾投资 Zalora 公司(亚洲美妆电商网站),这家公司卖掉之后,所有收入都进了 Rocket Internet 的腰包,这就是为什么 Rocket Internet 这么有钱的原因了。Kinnevik 家族现在拥有 Rocket Internet 公司 25% 的股份。同时,Rocket Internet 也从自己孵化的山寨创业公司投资人手里融资。

如何运营一家 Rocket Internet 的山寨创业公司

进入一个新的国家,Rocket Internet 会派去 3 个人:CEO、CFO 和 COO。

CEO 负责组建团队,做市场营销,提高销量。CFO 管理收入增长和现金消耗。COO 负责找到更大的仓库和物流配送。

三个人必须有相同的行业背景。有可能三个都是来自麦肯锡、高盛或者其他顶级投行的同事。他们对数字的敏感度都超乎想象,年龄全部低于 30 岁。一般来讲,他们都是 30 出头,绝对不会更老。

Rocket Internet 用 Pinspire 生抄了一个 Pinterest

抄袭别的创业公司是一种什么体验?

Samwer 三兄弟对此一点也不害臊。他们就像美国的 Trump 一样,希望能通过自己的努力让「德国再次强大起来!」,所以他们只关心培养伟大的创业公司。

我们只关注于抄袭网站。Oliver 甚至招聘了一个博士来专门研究我们要抄袭的网站。每周这个博士都会给我们发一份被抄袭公司的网站研究报告。这份报告的内容,卧槽简直屌炸天了。就算是亚马逊把 logo 往左挪了 2 个像素这么微小的细节,我们都能第一时间发现并进行修改。每周的通话中,我们会讨论如何更好地炒出一个一模一样的网站。

关于抄袭,他们一点也不在乎。没错,根本就不害羞。每隔一周,Rocket Internet 的 300 多名 CEO 会收到一封新闻邮件,然后我们就会根据邮件内容进行修改(抄袭)。关于抄袭,我甚至不用动脑,我只需要去执行就可以了,因为邮件上明确写了「立刻去执行」。

渐渐地,我们就开始程式化地工作。比如,每个分类上线 xx 个新产品,从当地的 10 所顶级高校里招聘人才,把人才送到柏林区进修,然后不断地重复这个过程。

三兄弟的激情

Oliver 有一次在邮件里写道「为了胜利,我可以去死,我希望你们也能像我一样。Rocket Internet 孵化的公司,必须要在当地进行闪电突袭,必须找对时间。对于我来说,我时刻准备着去任何一个国家。我不能接受别人来突袭我,只有我去突袭别人的份。你们三个人必须搞清楚这一点:要么成功,要么就别回来了。」

Oliver 就是山寨创业公司的精神领导和智慧大脑。剩下两兄弟…… 嗯,是废柴。

Oliver

Oliver,Rocket Internet 的真正领导者

每周我都会与 Oliver 进行通话。他本人非常粗鲁,如果说话的时候忘了某个数字,他就会吼道「你记的数呢!难道忘了吗?不知道数还打什么破 XX 电话?我都快知道数字了,你居然还 TM 不知道?」

如果真的发生了这样的对话,接下来的一整夜我都得忙活去了。他能在一秒之内让你觉得自己做的跟屎一样。电话会议的时候,屋子里全部都是最聪明的人(CEO 们)。电话那头,他问道:「曼谷,报数字。墨西哥,报数字。」他能在所有 CEO 面前斥责我们所有人,然后再挨个点名批评某个国家的 CEO。

Oliver 可能是我见过的最怠慢不得的人。他说自己从小就是这副德行。从娘胎里出来,就带着一股子傲慢。但是他的两个兄弟就不是这样,还算是好人。

Amazon vs Lazada

最后观点

硅谷的人都讨厌 Rocket Internet。所有被抄的创业公司都对这三兄弟嗤之以鼻,厌恶至极。

LeWeb 公司创始人 Meur 说,「三人赚了很多钱,但是却扼杀了创新。他们的所作所为在告诉创业者,可以通过抄袭来赚到一大笔钱,然后再把公司卖给原创的创业公司。」

但 Oliver Samwer 却不以为然。

「绝大多数创新都在别人创新的基础上进行的,不信你自己去看。」

在他的观点里,商场就是战场。能赚到钱、能取悦消费者的,就是赢家。

当硅谷正大力宣扬创新的时候,Rocket Internet 则鼓吹着「我们抄袭、我们不要脸,但我们知道自己是赚钱的好公司」。

文章来源: thehustle,由 TECH2IPO / 创见 Rowson 编译,首发于创见科技(http://tech2ipo.com/),转载请注明出处 

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