Rising was founded in 199 1 year 1 1 month, and started to make hardware antivirus cards. Rising 1995 and 1996 saw a sharp decline in sales performance, and the company was on the verge of life and death. Starting from 1997, Rising adopted the strategy of OEM and low price.
1999 Liu Xu, a researcher at the Institute of Mathematics of China Academy of Sciences, officially joined Rising Company. The arrival of Liu Xu completely saved Rising Company, which was facing bankruptcy. Under his auspices, Rising's anti-virus software level has been greatly improved. It can be said that without Liu Xu, there would be no rise today. Rising negotiated with Dr. Web to rent its engine, but failed to reach an intention. Later, I rented Kaspersky's antivirus engine. In China, there are rumors that Kaspersky engine is used in Jiang Min's antivirus software, because Kaspersky's engine was leaked earlier. To tell the truth, a considerable number of anti-virus software in the industry have referenced its engine design, including Rising. In 2005, Rising claimed that it had developed the OOT antivirus engine for three years, which was actually an improved version of the early Kaspersky engine Rising. In 2003, Liu Xu left Rising because of the company's investment direction, and Rising began to cut technology investment and put a lot of energy into product management and marketing, which made great market gains in a short time.
In fact, since 2002, when Liu Xu was ready to leave Rising, Rising has been committed to product promotion and marketing, including the distributor's distribution policy, network promotion, other media promotion, market activities and even desktop pet promotion of product image (Rising Kaka). Rising's market share rose rapidly due to the change of work focus, and it established its dominant position in China market in 2005. In this process, the war of words between Jiang Min and Jinshan in the early stage, the wrong marketing methods, and the negative effects caused by the transfer of funds in Jiang Min and Jinshan's stand-alone soft kill market in the later stage also played a catalytic role in Rising's sales. However, Rising's investment and development in the actual technical field can't keep up with its own marketing speed, which can be seen in domestic professional forums. Although there is a gap in technology, Rising still relies on some local advantages to make up for some disadvantages caused by backward technology. For a small number of "domestic viruses", Rising also showed extraordinary response speed, which undoubtedly enhanced the confidence of many Rising supporters in Rising antivirus software.
How much you pay and how much you get, Rising has invested countless times in marketing these years, turning Rising's signboard into Amway in the soft market. No matter whether computer users know antivirus software technology or not, when it comes to antivirus software, they can call Rising by the way. Even many computer users will be surprised to ask when they find the computer service center. I installed genuine Rising antivirus software. How did I get so many viruses? It can be seen that Rising has established a high image in the minds of these computer users in China.
In short, the current Rising program is bloated (occupying hundreds of megabytes of hard disk space), the system resources are large (it is obvious before and after installation, plus firewall and Kaka advertisement, the speed is slower, and the machine with low configuration makes people feel as slow as a virus), and the ability to kill and kill viruses is poor (adding a virus casually, the shell ability is still very weak), but the market sales are still hot (too many people don't know). If Rising continues like this in the future, it will be very difficult to support domestic production with only one sentence.