In the lean era, the creator of the world

Non-Lean road, is doomed not to the original strength based on the improvement of innovation, although it can be a certain scale, but it is difficult to improve profitability. Do not do lean, no matter how big you are enterprises, are wasting social resources. In the lean era, the creator of the world.

This year, the internet industry's "seismic event" seems particularly much, Baidu has 360 such a big God-level competitor, the beginning of the Royal Literature Department of the Chinese network of the core team to flee; Mr Ma resigned as CEO, Lu's superior, and Tencent founder Chen Yidan will also step down as Chief Administrative Officer (CAO), As a lifelong honorary consultant for the new generation to give up. What's going on behind this? Will it infect the traditional industry? Recently, the author of the traditional enterprises around the boss, vice president of the personnel changes are very frequent. It seems to be necessary to find the Internet and even the earthquake center of the traditional industry.

Before, I wrote an article, "Wahaha and lean Long tail theory." It says: "The long Tail theory is" wired "editor-in-chief Anderson to the Amazon Enterprise practice summary. But Anderson did not notice that it was necessary to distinguish between ordinary long tail and lean long tail, the nature of which was very different. It is because Amazon operates the ordinary long tail products, these products are not innovative enough, therefore, Amazon if continue to sell ordinary products, sales 100 years also difficult to change the situation of Amazon meager profit. ”

Lean is indeed a major contradiction in the development of e-commerce, no matter how many means of electric business, such as SEO, through train, as long as e-commerce sales are not lean products, the management of electric business is not lean management, marketing is not precision marketing, the conversion rate of the electrical quotient is difficult to improve.

E-commerce is a personalized logistics, the cost of personalized logistics is necessarily higher than the cost of centralized logistics. Without lean products, how does the electric business cover the logistics cost? To do this, only selling authentic is not enough, but also sell lean products. This is the real challenge that the electric trader encounters.

The Internet and traditional industries have faced the challenge of lean. "Lean Entrepreneurship" This book is difficult to read, because it is too simple, repeatedly said to find demand, verify demand and meet demand. Why do we need a book to describe this simple truth? And the author is proficient in practice, but lack of theoretical thinking, not really point out the key. And the key is three words: Lean.

Do not do lean, no matter how big you are enterprises, are wasting social resources. In the extreme of Samsung and the minimalism of Apple, there is always a more correct one. Ironically, Samsung is still thinking of catching up with Apple. Minimalism is the essence of lean, the strategy behind the single product is lean, rich product line is a wrong strategy, resulting in low profit margins, and in order to maintain a huge sales network and constantly put huge advertising. The path of the non-lean, doomed is not to be based on the original strength of the improvement of innovation, to see today's electronics enterprises in Japan, know how to imitate the road is how failure.

Tencent is also the king of imitation of Chinese internet companies. What is the price of imitation? When large enterprises through imitation to seize the market for small and medium-sized enterprises, how can we really set up an open platform based on SMEs? When Tencent's product line spans all areas, can Tencent's product managers really do better than entrepreneurs in these areas?

Except for micro-letters. Non-lean management will let the enterprise internal senior talent drain, become their formidable competitor. So the new generation such as Lu, Zhangxiaolong and so on have the opportunity of superior. The beginning of the chaos of Chinese network must be sure Hou cockroach integration industry, creating a toll Internet and network literature ecosystem, with indelible credit, but his lean team value neglect is the cause of the lost management. There is no longer an example of a traditional enterprise, where traditional companies have proved themselves to be standing on the back of a lean era with huge inventories. Li Ning, the United States, and so on, there is a long list, unfortunately, they are mainstream enterprises.

There are at least four basic requirements in the Lean era:

One is to protect the original. Yesterday, the United three Life Weekly, entrepreneurs and other more than 20 mainstream media issued the "Protection of original, respect for copyright" initiative. I believe that the HuffPo post as the representative of the media era in China will soon come, from the media development of the first factor is the original. No original, readers will be tired of reading a few. And how to protect the interests of the original author is essential. In lean times, originality is productivity. Imitation is a waste of social resources. The creator of the world. Today, an editor of Nanfang Daily struggled to find the author and asked if it could be reproduced. This kind of media person very let the author move and respect. and "Chinese entrepreneur" reproduced the author of an article there is no notice, the reason is that reporters gave up looking. How serious the issue of copyright protection is today is needless to say. Enterprises and in the rich product line waste resources, as the pursuit of originality, less is more.

Second, lean management. Lean products correspond to lean management. The emergence of lean production, amoeba operation and enterprise process reengineering is not accidental, and it is the only way for traditional enterprises to lean. Lean management can fully activate the creativity of front-line staff, minimize system costs and allow consumers to buy more cost-effective lean products.

The third is Cross-border operation. Traditional enterprises do not understand the Internet can not really do lean. Internet companies do not understand the traditional enterprises can not be lean. Lean is long industrial chain, only in the local optimization is meaningless. Consumers are confronted with the total cost of the value chain. Lean behind the Cross-border synergy, otherwise in their respective industries will occur after another 7-magnitude earthquake.

Four is lean electronic commerce. Never forget E-commerce, no e-commerce, there is no business. But E-commerce must be lean e-commerce. Ma Yun and Wang's wager, I firmly support the former. But in the short term, the e-commerce industry is facing a dawn of pain, there is no profit growth, performance but lack of fundamental innovation.

In the lean era, the creator of the world. Original value is greatest. Without originality, who will forward your micro-letters and tweets? When Apple has the original power, it will be invincible; when Apple loses its original power, it will repeatedly break the minimum market value.