6. Minimize the use of gradient color design. Gradient colors can easily lead to visual error effects, especially when mixed with other websites, which can easily cause visual obstacles and cause people's visual experience to decrease.

"Potential Investment" of Titanium Media Group's technology investment bank, after combing the entrepreneurial data of China's venture capital market, in-depth interviews with mainstream investment institutions and entrepreneurial projects, using sampling analysis, comprehensive data classification, in-depth interviews, and multi-dimensional comparisons By reciprocal means, this heavy-duty "2016-2017 China Venture Capital "Death List"" report was produced.These fields that were once in the limelight naturally eliminated a number of them in the limelight.

Echoing the above-mentioned white paper, our survey of dead companies this time found that, unlike many people’s impressions, the number of start-up companies established from 2014 to 2016 completely died was 272, accounting for the entire past six years. The proportion of 1398 total deaths did not exceed 1/3.This year, the model of relying on traffic to achieve user growth has been eliminated, and the system is being revised. Those who blindly join the entrepreneurial army will eventually be eliminated by business laws, leaving no trace.These fields that were once in the limelight naturally eliminated a number of them in the limelight.

  According to Titanium Media’s TMTbase global database, among the 1,398 start-up companies that have been completely closed, e-commerce, local life, social networking, corporate services, and cultural entertainment are the hardest hit areas, and the number of closures is 218, 141, 134, and 128, respectively. home, 123 homes.Because of this, we believe that the failure of the discussion is no less significant than the success of the analysis. Therefore, we hope that by sorting out the list of projects that have been completely closed, analyzing typical cases, and counting the characteristics of "death", we hope to provide a better understanding for the TMT primary market in China and even the world. Professional investors and operators present the intuitive and deep-seated reasons for the closure of start-up companies, and provide reference and reference for everyone's future investment strategies and entrepreneurial directions.

You must be cautious when judging whether a project is "dead". TMTpost Media Research Institute defines "death" as a project that has been completely closed, excluding those projects that are undergoing transformation, or are on the verge of death or being acquired.

Mitao.com, Taozailu, and Bopai have all fallen on the eve of the C round of financing; post-95 entrepreneurial stars have fallen to the altar; Aperture Live is the first to press the button to broadcast the knockout match; star entrepreneurial projects that have been placed on high expectations are suddenly Reduced to a "corpse"... How to explain these "abnormal" phenomena? It would be too perfunctory to use the term "capital winter" to summarize.3. Solving user problems is the best user experience.

When early-stage entrepreneurs, who were already in trouble, saw that "use and go" was regarded as a good standard product, they also began to add games, payments, and reading to the alternative tools of "QQ mailbox". Function has become a multi-attribute platform that is no longer pure. Who has the confidence to remain conservative? Therefore, "Tools must die" is more like a concentrated expression of the following views: 1. Tools are only the initial positioning of the product, and later development is inevitable. Need to "de-tool"; 2. The replacement cost of tool products is low, and there is no retention, let alone in-depth operation; 3. The use scenarios of tool products are too limited, and the space for expansion is limited; 4. Tools The functions of these products are clear and easy to be abandoned after the needs are solved; therefore, driven by such fear, almost all tool products are beginning to move closer to the goal of "platformization", such as social networking, live broadcasting, and e-commerce. Functional modules that are beneficial or unhelpful to the original core product are accumulated crazily based on the principle of "would rather kill one thousand by mistake than let one go".So what really makes entrepreneurs anxious is not the tools, but the false needs hidden under the "tool shell".

However, behind the anxiety is a completely opposite truth: the tool does not die, the tool becomes more valuable.According to Cihai's definition of "a tool is an instrument used in work and a means to achieve, complete or promote something", we can see that a tool is a concept that does not exist independently.