Have you ever carefully combed your business

Have you ever combed through your own business? What is your next five years of business? Try to reconstruct your company with strategic and innovative thinking.

There will always be students in business who ask the question: Which industry has the opportunity? Which industry is going to end? To be honest, direct the direction of entrepreneurship to what kind of model in the TMT industry, or which of the other sectors is unscientific. Because, this argument is groundless.

If we go back to basics, with new thinking about strategic innovation, you'll find it's not hard to find the next entrepreneurial direction. The innovation thinking decomposition, really fell to the level of start-up companies, nothing but to weigh the following issues: industry boundaries, competitive positioning, target customers and enterprise core competitiveness.

"What kind of innovative model will fire in the next five years?"

For entrepreneurs, the choice of industry and positioning is very important, it determines the enterprise's abnormal return. It is easy for an enterprise to define its own industry, which is often defined by the product or service itself. They either define the industry infinitely small, for example, to define oneself is to collect rubbish, that growth space must be to collect more rubbish, such business model lacks imagination space, or go to the other extreme, define oneself is to do environmental protection, this suddenly let people feel your company doing anything.

Looking closely at the market, we will find that the boundaries of the modern industry are becoming more and more blurred, and the fresh business model is always cross-industry.

Apple used to be a computer, and then do MP3. Mr Jobs's drive to sell ipods through itunes seems to fit perfectly with the business model of razors: I give you the knife, you keep buying blades. Apple binds the publication of consumer electronic music to the pattern of razors. Therefore, when the boundaries become blurred, it is difficult for enterprises to use the traditional-Porter five forces to define the industry.

How at the end of the product service level. Finding a point between the infinity and the end is a key step in innovation. At present, people seem to be more concerned about the pure Internet and mobile Internet, and this pure Internet industry is actually facing great operational challenges.

Over the next five years, how traditional industries are grafted into the internet and mobile Internet is a big trend.

For many entrepreneurs, basic necessities, birth and death are the easiest and most valuable areas to use mobile Internet to solve. The O2O model is typical. For example, easy to use the car, using the interconnection of the way to change the way, the use of third-party surplus capacity to create a deployment system, so that users at any time, any place can understand the surrounding business car is free, which greatly enhance the operational efficiency.

"Break or fuse your industry"

The traditional Porter's five forces are always turned into mutual game relationships. This means that the promotion of one side is another loss of power, such as the promotion of supplier bargaining power is the loss of industry profitability, the threat of substitution is the loss of industry profitability. For example, the emergence of high-speed rail, civil air tickets will be reduced, and high-speed rail out of the question, the machine ticket prices rose back.

From the enterprise level, no enterprise can independently change the structure of the industry, can improve the profitability of the industry. Therefore, the innovation should consider from the competition and the cooperation, jumps out the traditional competition and the game relation. In the field of competitive positioning, traditional theories emphasize trade-offs.

From the perspective of innovation, how to break the trade-off between low-cost and differentiated, to find the integration between the two? How to reduce the cost of the same time, improve the differentiation, to find integration, these are of great significance. Why the economic hotel chain such as home, Han court can change the rules of the traditional industry? If the competitive elements include price, location, low and medium-high, five-star hotels will push all the elements to the extreme; Can be as home, the Chinese court of thinking is very unique, that is the most concerned about the main elements of travel? Can these factors be promoted and the other elements adjusted downwards? If you want to sleep well and take a bath, all the elements that are related to sleeping and bathing should be strengthened to be moderately high. In this way, other lobby decorations, pinch feet, eating will become unimportant. In this way, the original stay star hotel customers will go down, because a good bath to sleep a good feel enough, go to relatives and friends are attracted, after all, do not spend too much to meet the basic requirements. This position perfectly finds the boundary and forms the fusion.

In fact, many industries are in a long time will be divided into a long time will be combined with the state. Industry decomposition and integration is regular. In the early years, Lotus and WPS, as independent third party software, have great problems in matching. In order to solve the match, Microsoft has made the integration with Office. When the function of product service is limited, the integration space of the industry is quite large.

Conversely, when the industry completes integration, there will be a separation trend. Vertical integration of the industry is typical, such as the hospital, chain long, many departments, the result is difficult to see a doctor, price expensive, slow response. The industry will be broken down, the earliest appearance of professional physical examination, ophthalmology, professional blood tests, as well as community clinics. In the end, 80% of the patients will be trapped outside the hospital to enjoy a specialized division of labor services.

Therefore, when a professional company to provide services lack of matching, service is not in place, there will certainly be integration space, when the industry price is very expensive, service is particularly poor, slow response time, and will appear separation. But the division and the combination must be on the new platform to open. Just as Lotus and WPS are consolidated by Office, future office will be broken down by cloud.

"Subversion, turn Non-mainstream into mainstream"

Thinking about your target customers is also extremely important. Companies often ask: Who is my client? When a company asks, it actually locates itself in a market segment, and it will naturally aim at the characteristics of the market segment. As a result, services targeted to target customers are required to meet the target customer's characteristics, but they give up other target customer groups.

If the goal of the game market is young men, when you make the game faster, lifelike image, the pursuit of thrilling stimulation, so that people, such as near their borders, gave up the market for women and middle-aged and old people. In other words, these people are not without demand, but you design the game as expected, resulting in their lack of demand. So we have to consider, how to jump out of the target customer's characteristics to seek common, the common to maximize. For example, the Wii is about simple interaction, this feature is suitable for both men and women. It maximizes interactivity, and the original physical performance (speed, image) becomes unimportant. The Wii sells more than the Xbox because its non-customer base is larger than its target audience.

So, if a competitor from behind has to pose a subversive threat to existing competitors. First of all ask yourself: what kind of product service function is superfluous? As we all know, the expectations of the general customer demand is more stable, and enterprise product services to upgrade the speed is often particularly Shaanxi, which produced a surplus of functions, such as mobile phones.

When the product service function is excessive, if the product complex function simplifies, reduces the cost, thus pulls the price more sensitive user to come over, or the original unused user attracts. This will lead to two kinds of market-based: low-end customer market and non customer market. At the same time, such a foothold in the market will also bring a business model from Non-mainstream into the mainstream, and even to mainstream competitors caused great subversion.

Almost all the gyms are in the pursuit of equipment, the more the better, the larger the better, bathing among the thousand steamed wet steaming everything complete, the final membership fee is high. This is typical of the service glut, because 80% of the device usage is extremely low, most people take a bath to go. If the surplus equipment removed, the site area to reduce some, dot more shop. Let each point can achieve break-even, into the low-end market, it will let the price-sensitive people to fitness, but also to attract the original people who do not exercise.

There are two extreme competitors in the karaoke industry: A cash van, a root alley. The till is a typical service-excess model that pursues sound effects or premium beverages. But for the public, the key is to find a place to entertain with friends. So entrepreneurs can think about, who's not going to karaoke? In this way, if you build a small, civilian, dry, and tidy, well-equipped and low consumption karaoke shop, you will be a potential user around.

It is also a typical case. At the outset, GE and Panasonic both outsourced processing in China, and the same products have no competitive advantage. But Grant is concerned about people who do not use the microwave oven, and launched a survey, the results found: foreign people commonly used to stir fry function can be completely removed, the volume can be done small. In this way, the function of simple grant products to the Chinese users who do not need to pull in the microwave, and the global microwave oven market share of 70%. Therefore, the simplification of the product to stay in the non-customer market, the cheap products fall in the low-end market, and in these two market-based market will gradually improve the business model, entrepreneurs will be in the industry leading the mainstream direction.

"Experiential Economy"

Classical strategic thinking emphasizes the importance of core competence, because it is the potential of enterprise sustainable development, but at the same time ignores the core competitiveness of the other, that is, core rigidity. When the external market changes, the core competitiveness is often a barrier to coping with change. Microsoft has done the best PC operating system, but in a smaller physical Sishi, when the chip speed is not so fast, it takes a different mindset to do so. Microsoft is not short of money and talent, but why is it not good enough? Because of this, the core competitiveness of enterprises has become an innovation barrier.

From the point of view of innovation, enterprises must jump out of the traditional core competitiveness constraints. Many people think that the so-called upgrade is to make products and services better, more perfect, more in place. Almost all businesses are fighting product and service performance. At the same time, we all want to use products and services to meet customer needs. Therefore, the consumer has been in the state of being understood and satisfied. Do we really reach the core competitiveness of the enterprise level?

Let's take a look at what the experience economy is, from the product service level to the experience level, with the experience of economic thinking to rethink the past product service economy. In the concept of experience economy, products and services can be the same, but experience must be ever-changing. Here, consumers will define their own needs, they are not at the end of the value chain, but from the end to participate in the entire value of the creation process.

Why does the iphone beat Nokia? Because Nokia is targeting every segment of the market to meet various needs, and Apple open the platform, there are 600,000-700,000 of third-party applications to build IT applications. The same physical platform, but the way people use the phone is completely different, that is, the product can be the same, but the experience is different. One of Apple's phones can meet the needs of most people because there is room for customers to participate. Nike's shoes are the same in traditional industries, but how can you find different experiences outside of your shoes? Nike has done a lot of sports communities where users can share running mileage and favorite songs, and when traveling on business, they can also get referrals for running routes and even donations in the community. In short, one of the most important experiences of the economy is the creation of value, the original business model is closed: enterprises to create value for users, and experience in the 2.0 era of economic, enterprises to the entire business model to build open space, allowing users to participate in the creation: This will cause great changes in most business models.

There is no sunset industry, only sunset mode, small restaurants also have customers to experience the creation of customer space. As long as a new perspective to build business models, opportunities everywhere.