China, in just within 20 years "world factory" in the position, mainly rely on large quantities of cheap labor to reduce 鎴愭湰. But with the increase in labor costs as well as India, Vietnam, the rise of "China" is slowly losing cost advantage.
Domestic business community insight, including the Haier Group CEO Zhang Yin Mingshan, chairman of the Chongqing Lifan Group, have seen it and made a "Made in China" concept. Zhang once said, "to create a people I have not, and manufacturing is someone I have."
From "manufacturing" to "create", although only one word, companies need to do is quite different. Zhizao Di products, Zhi need Anzhao customer orders on time you can guarantee quality and Liang, and "creation" of Chan Pin, have to directly face the market in Feng Xian: Zhen Zheng met Xiao Feizhe the need to, to ensure that competitors in a short period Bunengkaifa a similar product, to ensure that launched at the right time ... ...
The most important is the new product ideas. How to get creative? Past the traditional view is that creativity comes from the sudden inspiration to luck. Two of the U.S. Business School Professor of the hundreds of successful new products, the found that most successful new product ideas come from the same line of thought: hybrid.
Development of new tips: Hybrid
Over the past number of successful "hybrid" products include sofa bed, can call the fax machine and a refrigerator with freezer. These are some similar features to combine the resulting products. Now, the success of new products are generally of the two seemingly completely different, even totally unrelated products together.
For example, South Korea's LG has introduced a measure of blood sugar levels can phone at any time. The phones main elderly and children, the user can drop of blood on a test paper, and then the test strip into a slot in the phone, you can get the latest time the blood glucose data.
New hybrids are sometimes produced affect the entire industry, or even create a new industry.
Sony pioneered the Walkman, so people can listen at any time to hear their music, creating a whole new way of life. Subsequently, Apple to MP3 and oversized storage space combine to create a rage iPod. Recently, Apple and Nike to launch a new type of running shoes. Apple Nike running shoes to insert a chip used to record the running of the step frequency, and wireless signal transmission to the user's iPod nano. In this way, users can run at any time know the distance and calories burned up.
Of course, just the two unrelated products together is not enough. Enterprises must fully understand the features of both products and features to combine them effectively. This combination of psychologists to the process known as "idea came" (emergence), they found that the more irrelevant the two products, the more have the potential to produce a sensational effect. This, and the nature of "hybrid vigor" is quite common.
Successful product must have a hybrid feature, is to create a new user experience, and this user experience must come from a combination of both. We can look at a less successful example. LL International Shoe Company in Los Angeles produced called Code M's running shoes, running shoes in the heel in the direct implantation of an MP3 player, music, radio signals can be sent to the user's headset. However, the user, not in the running time in addition to carrying a separate MP3 player, there is no other the benefits. In comparison, LG's mobile phones can not only measure blood sugar, blood glucose levels measured can also be immediately distributed to users via SMS family, so that they keep abreast of the user's health.
So how can companies products through two completely different surface features, see the innovation and opportunity?
Ideas for inspiration
A good way to get inspiration is to observe the functions of the two products each, and then use them together. Two products appear to have no contact, can combine to provide customers with two products alone can not provide a selling point? Enterprises can start from their own products to see their products will be involved in the use of any other products and these two products together will produce if any good?, for example, can take pictures of the phone allows ordinary people to see their own situation at any time send to others, which became its selling point.
You need to answer several key questions: the same product in combination with another when the key features of existing products, what happens? For example, iPod's screen to display music information could have been, and Nike running shoes in combination, used to display the distance on the run, and calories burned a. Another problem is that if the different products has never been any contact before, how to make them happen link?
In this hybrid with the new product launch, always will be very easy for the market acceptance and generate understood why people feel. A few classic examples:
MP3 + big hard drive = iPod
Phone + email = BlackBerry
TV + digital storage device = Tivo
... ...
And market communication
Sometimes, a new product launch, consumers need more time to understand and accept the benefits of new features. Even some consumers may think that two new features put together will influence each other. This time, and consumers need to fully communicate. Not only to tell consumers the benefits of new products, but also tell them the possible risks of new products, and the company have solutions.
For example, Victorinox has recently unveiled a Swiss Army knife with USB mobile hard disk. The new mobile hard drives are very useful and it can carry when going out. But when flying, Swiss Army knife can only be checked, which is the user's data is a security risk. Victorianox with a simple solution to this problem is to be demolished, mobile hard disk made, And they spared no effort in advertising 涓?Gao Zhi Xiao Feizhe this.
Responsibility to be creative in not only the creative staff in the enterprise, but also because each entrepreneur. After all, the entrepreneur himself is the understanding of their products and users who. Once you master the right thinking, and you can be creative as master of Jobs.
The market will always have room for innovation and breakthrough, do not believe that we can again hear the former president of Warner Bros. Harry - Warner in 1927, said then, "who want to listen to movie actor to speak ah?"
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