"Entrepreneur" magazine: Plagiarism is also a technical work

Tencent plagiarism can be successful, MediaTek plagiarism can be successful, Hisense plagiarism can be successful, why the cottage machine slowly died? Plagiarism is also a technical live host: Liaoyu "entrepreneur" editorial department: Liaoyu "entrepreneur" editorial guests: Gao Xiang Ceibs Business School Shao Beijing hua Pu Lang tai Information Technology Co., Ltd. President (left) Hong, general manager of Beijing JIU he Shang Products Technology Co., Ltd. (middle) 2009 Autumn and Winter exhibition, Italian fashion brand Dolce & Gabbana show a trousers, and Milan's other world-famous fashion brand Armani in the 2008 show also had a similar one, Armani angry and blamed Dolce &　　Gabbana's two designers copied his work, facing accusations, two designers were very calm, and retorted, the prototype of this design in 2007 has appeared in a Japanese designer's work ... In fact, not only the fashion industry, looking around the world, "Shanzhai" has become a phenomenon: a new technology or a new product appears, the market will immediately appear a number of similar followers. Just as the Hanwang ebook is on Amazon's Kindle, the various names of Groupon sites are on Groupon ... If it is not beyond the bounds of the law, is this a short cut? But the so-called "Goodfellas", if you are a start-up entrepreneur, when you see other people's new products and new technologies, how to learn and imitate ability is not illegal and gain maximum benefits? On the other hand, when you become the leader of the industry, how can you ensure your leading position without being copied or exceed by the later person?　　More？　　More than one entrepreneur told "entrepreneur", whether plagiarism or imitation is not a simple definitely, to copy out their competitiveness, it is not an easy thing.　　Read the Tang poetry 300, will not compose will also Yin host: In China, "cottage" has become a phenomenon, but how should we grasp the degree of plagiarism and imitation? Shao: When we learn ancient poetry when we have heard a sentence: "Read 300 tang poetry, will not compose also yin", the reason is so, learn the language is from the recitation of other people's things began to do the technology to do products is the case, learning or imitation is a compulsory course.　　Learning other people's things is to learn others have walked the road, these are learned to do a higher and deeper things, you can go out of their own characteristics of the path. Because it doesn't make sense to start from scratch and repeat what others have gone through. For example, we now want to make a light bulb, even if you give you 50 years of time you may not be able to work on the basis of Edison before the development of how to do the lights, but you can directly study how to design the shape of the light bulb, how to make it more functional,　　How to achieve more energy efficiency and so on. So no matter what you want to do, there is always a process of imitation, imitation is to create a new east?　　West。 Hong: Speaking of "cottage"Problem, we must first admit that many of China's technologies are indeed lagging behind foreign countries for many years, and in such cases how to compete with others? I think imitation is a short period of time to improve the competitiveness of the best way, but "copy also Youdao", good plagiarism is to copy others on the basis of the injection of their own things.　　We were in 2007 in preparation for Masa Maso brand, in a big direction, we decided to imitate PPG. Before this, I have been in the apparel industry for many years, do traditional processing and sales, in fact, there is a period of time our T-shirt price can be sold to the boss, Burberry, and even some categories we can more than they, but frankly speaking, our brand is inferior to them, These years as more foreign brands gradually enter the Chinese market, we are more and more pressure?　　Big。 After analyzing the status quo, it's easy to see the biggest problem is actually pricing, and the most impact pricing is the channel, if there is no channel of their own, you have to accept the conditions of others, a single store turnover is good, you can only be divided into one part of the profits, so if the channel can change, is a good breakthrough, At that time the PPG model just can be in a new channel on the large-scale intensification, which gave us a lot of Kai??　　UNCTAD。 A thorough study of PPG's model, we have found a lot of points that can be used for reference, such as more focus on the internet rather than do high cost of direct mail, more accurate some, better quality products, update faster, the category richer and so on. And PPG most worth learning is that his model can be bigger in the new channel, can quickly face the national consumers, than a store to open a store in the traditional way, than it takes many years to do a good brand way, are much better.　　He has no stores, no inventory backlog, product turnover rate is very fast, the price does not need to set too high, as a traditional clothing industry for many years of people, ppg these characteristics gave me very big inspiration. I admit we were imitating ppg at first, old Vancl is the same as us, but we are not blindly copying, in the investigation when we also found PPG's Achilles ' heel, anticipating his failure, so we in the launch of their brand when a lot of reform, which is also PPG is now dead, The reason we're still alive.　　From 2008 onwards to the present 2.5 time, our company's basic positioning and strategy has not changed significantly.　　Liu Dijun: Start a business, everyone's ideal is to find the blue sea, but find the ocean is very difficult, and if you want to stay in the Red Sea, the same industry competition must be very fierce, the result is blood, peer competition in the process will certainly involve a lot of "plagiarism" problem. To take other people's things as they are "plagiarism", "learning" or "imitation" means to make changes on its basis. However, whether using "plagiarism" or "learning", I think of this behavior as a positive effort, the starting point is still want to make the company betterNew Directions. "Copy" is a technical live host: We all think that in the early start imitation is very necessary, why would there be high and low points?　　For example, Tencent, a lot of people call it the entire Internet "public Enemy", he formed how the core competitiveness can repeatedly "copy" repeated success? Hong: Simple "plagiarism" is not a skill, it is important that you learn, imitate others at the same time, but also to see the other side of the shortcomings, and your own advantage will be. There are some models, in fact, there is no technical difficulty, disruptive technology or products to open up is an increasingly broad market, the biggest problem may be you enter the time, into too early you become the martyrs, entered too late will have no chance. That is to say, "copy" also want to move brain, learn other people's innovation, copy is not the goal, can be used for me is the final goal?　　Of。　　For example, now buy Mode special fire, our website is learning. The general group buying mode will do a lot of different products, and we buy only to do our own products, on the one hand can borrow the concept and momentum, just for our sales played a good role in promoting; On the other hand, the main thing to do is how to attract customers and sticky customers, with "buy" this mode,　　We provide customers with a very interesting, very attractive interaction and communication, one is the price of something is really cheap, and the second is to create a strong atmosphere for everyone, only in the specified time this activity is effective, and things are limited in quantity. It turns out that group buying really brings a good user experience to our users.　　Imitation, ultimately for our own development, such "plagiarism" has a purpose, so it will have meaning. Liu Dijun: No matter who you imitate, if you're absolutely as sure as he is, the first person has the advantage of being more competitive.　　So it is "copy", there should be differences, these "differences" said a good point is called "innovation." Some people say that the most important thing is capital, technology and talent, but I think these points are relatively easy to obtain. Talent is needless to say, can recruit; a lot of people think that technology is the hardest, but in fact, a technology can please understand the technology to do, two you can buy technology; money is also so, change is really difficult, but after all, there are VC, PE, bank and many other ways you can go to find.　　Only "innovation" is hard to get from others. As a matter of fact, there are numerous examples of companies who have come to the end of the business, such as a MP3 company, which was listed on Nasdaq very early, but was quickly overtaken by another company in the country.　　The reason is that the products of two companies are very close, but the advantage of the latter is low cost, the same products sell much cheaper than you, of course, can quickly occupy the market. Like MediaTek, which is familiar to all, he started out as a mobile phone, but since he began to make mobile phones, he has learned and inherited everything from other companies, and the technical advantage is notObviously, he was copying other people's stuff, while doing the business model innovation: The company with him does not need to pay high entry fees, and do not need to wait for a long period of technical release, he put everything is done, you only need to do a shell, draw a label, and then you can sell.　　As a result, so far, all the big international companies have been beaten by him.　　So I think, the highest level of imitation is "No I have, people have my essence", compared with others, you have to have differences, have the advantage, in order to finally win in the competition. Hong: In fact, many now well-known enterprises are starting from imitation, Hisense is the case, in order to imitate Samsung, in 1995 they once bought a few imported Samsung television sets.　　To now you can find Hisense imitation Samsung traces, such as you compare two kinds of products will find, Hisense TV menu settings and Samsung is the same, including the waiting will appear when the round face, are identical. But Hisense is now known as a big company, indicating that he is capable, because good copy is also a ability. The first need to have a keen observation, one is the observation of consumers, to understand their needs, there is another one is the observation of competitors, the next enterprise to have the ability to copy these things with the original things of the enterprise grafting perfect, and can make the whole enterprise after the smooth running,　　This requires the enterprise itself has a strong foundation.　　such as Tencent, he also copied other people's things, and most of them are successful, first of all because of his customer stickiness is very strong, the second his entire company's genes are very healthy, money is not a problem, so he can continue to advance, the same industry in the second to the present is not a magnitude. Shao: So to the question of plagiarism, I have always believed that a company only very clearly know that they are copying what other people do, for their own copy of the next 5-10 years of development plan is very clear, you copy others can be successful.　　"Cottage" is not a funny thing, it is important to pass the "cottage", can find their own way, and then can have their own innovation. "Always be imitated has never been surpassed" host: "The Shanzhai King" MediaTek has successfully reached the top of Taiwan's new "Stock King".　　Now he has become the object of learning and imitation, and then there is another question, when you become a pioneer or pioneer in a field, how to "always be imitated never be surpassed"?　　Hong: Enterprises to ensure their own competitive advantage, the final affirmation or rely on their own innovation, this innovation can be technical, can be products, can be managed, can be market or channel. Liu Dijun: The only way to prevent plagiarism is to make sure that your technology never leaks and that no one else can develop your technology--but that's easy to say, actually very difficult, especially in the middle.　　Country。 The possible solution is: you are always changing, there is constant innovation. If you can achieve the ultimate in a technology or product, not yet.People learn your last technology, you already have a better new technology launched, that other people's plagiarism is meaningless, or you can continue to expand the scale, reduce costs, for some High-tech products, this way can avoid others imitation.　　Why now the cottage machine slowly died, because wait until the cottage to imitate you, your size is big enough, the product is cheap enough, the Shanzhai machine is not competitive at all.　　In short, one is to continue to innovate, the second is to continue to reduce costs through the scale effect, so that the latter want to surpass you is very difficult.　　Shao: Focus on the product to achieve the ultimate, you are not afraid of someone to copy. Industry division is becoming more and more fine is certainly a trend in the future, such as our company, in a subdivision of the field, the market is almost no close to the company, we only do one thing, if the use of the analogy, we do only launch 500 meters away, lethality of 20 meters radius of the shells, or big or small things we do not. Do one thing, and then do it to the extreme, so that others want to copy you cost will be very high, also not cost-effective??　　. Of course, if the future market demand is big enough, the industry will certainly have a successor and plagiarism. But I think this is not scary, because if someone plagiarism, a show that you do well, the second shows that the industry is very promising, and if you are more unfortunate than others, this can only show that your homework is not solid enough, to find out more from their own reasons.