Industrial transgenic? To uncover the mystery of 2.0.

The author of this paper is the Denghau of the space of creating passenger in Nanjing, whose understanding of 2.0 is worth thinking about. In the past year, the creation of culture in the domestic rise, but the creators seem to leave only a crowd of fans amateurs impression. According to Denghau's understanding, a 2.0 should be the intelligent hardware of the Fever hobby, hands-on to rise to the product, so that more people to use, benefit.

This is in fact an idea between a fully commercialized mindset and a traditional creator far from business. Capable creators can completely turn their ideas into products, through the public and other channels, so that more people experience. (by national Benevolence) the following text:

The creators are not the new people born with the Internet and open source hardware, those who make their own farm implements farmers, mother to do the unique taste of chili, Dad hand-made wood toys, and even every one keen to cook the cargo, and this play hardware creators, playing software geeks, in fact, is the same, that is, For a little less than the meaning of life, through their own hands, to achieve a better life of the pursuit.

Only with the development of technology, knowledge is extremely rich, division of specialization more and more fine, any product birth, all want more people's synergy, this limited to a certain extent "do-it-yourself" possibility, and the rise of industrial large-scale manufacturing, the product design and manufacture to the smallest unit, so that each process efficiency to play to the extreme, So that the maximum speed of manufacturing products to meet the desire for products. But the need for personalization, including the pleasures of do-it-yourself, is suppressed and buried. To solve the food and clothing of the parents, and even the food and clothing we have, "survival" is always more important than "interest". The satisfaction of the material also takes precedence over the spiritual satisfaction, those who can obtain the standard industrial product of low cost, the promotion of the quality of life, appear more important, even if such standard industrial products, relative to our demand, there is always so little satisfied. So people embrace standardized industrial products, large-scale standardization of industrial manufacturing has become the hallmark of this era, even if some people feel that these standardized products should be a little more function, or a little bit of differentiation, these personality needs are abandoned, because he does not meet the characteristics of large-scale manufacturing.

The power of the Internet

The emergence of the steam engine, opened the material free movement of high-speed prologue, the advent of the Internet, so that the flow of information to become fast and cheap. People, as each link in the Information Network node, in the message, transmission and acceptance, has an equal status, the world has become more and more flat, this is the internet to show us a better world. In such a flat information network, as each node of the person, never or such "freedom of information", everyone can send their own information, show their preferences, express their needs. The human society, divided by the ethnic/regional/ethnic boundaries, is gradually reconstructed in the internet age, and the "community" formed through the Internet, which is reconstructed by the soft spiritual factors such as interest/culture, strengthens the mutual recognition and accelerates the internal consistency. Such "human groups" present the same interests and interests, have similar views and behaviors on things, and, through the Internet, strongly highlight and express their views and opinions.

The desire to be released

And observe such "human groups", internal uniformity and external differentiation, are constantly happening, more and more, we see different groups, for the same type of demand, regardless of food/clothing/transportation such as the material demand, or reading/film such cultural needs, show great differences. Drive the impetus of social development, it is everyone's yearning and pursuit for a better life, like the Malthusian demand theory, after satisfying the basic material needs, the pursuit of higher security/achievement/honor/recognition and so on is inevitable, and each person's definition of a better life is completely different, and these released desires , in the standardization of large-scale industrial manufacturing, because of their diversity and niche characteristics, has never been respected, and has never been satisfied, but in such an era of change triggered by the Internet, these discarded demand, is garbage or baby?

Luxury 2.0

A small crowd is a luxury, otherwise, why do so many traditional luxuries always emphasize hand-made, because they are different, in addition to these costumes in people, in the name of "Noble" to express the different luxury, there are some new exotic "luxury", such as handmade crafts, hand-painted postcards, Their own electronic works, even to friends to choose gifts, these luxuries, not because the price of "expensive" and show the Product "high", their unique value, only to meet the user's unique and so a little demand and interest, thereby gaining appreciation and gratitude. Compared to large-scale industrial manufacturing products, people for such "luxury" pay the money, there are several times dozens of times times the gap, such as the popular in the campus hand-painted map, more than 10 yuan price is still hot, and the standard map, the cost of only a few cents, the gap can be seen.

Discard or sacrifice, face the need of cutting

In such an era of the Internet, traditional large-scale industrial manufacturing, facing the choice. Is the user needs to do subtraction, discard personality needs, extract the common part as the basis for product design, or to sacrifice these abandoned demand?

Times roll forward, as the user's "people" change, irreversible. Future industrial manufacturing, the ideal goal clearly visible, the above question, the answer is obvious, but how to reach the goal, the path is confusing.

But at least, we can do one thing, no matter how the traditional industrial system to undertake, in the face of demand, to make cutting, divided into common needs and personalized needs, traditional industrial manufacturing, in the user research and product design phase, the same will do this cutting. But what is to be done now is to sacrifice these cut personality needs, to respect "them", to satisfy "them", to create a different product, to give the user a different value, to give the user an extra price, or to discard these personality needs?

UGC everywhere.

UGC (user generated content) is a name of the Internet domain, is also the foundation of web2.0, numerous UGC kind of website and forum, endless, and traditional media embarrassment form a strong contrast. Respect each user, respect each user's knowledge and needs, encourage and protect the creation of the user, this is the UGC kind of website's survival Way, have the content of the website to blossom, can let each reader can find the content that need, and is willing to dedicate own director, UGC kind of website therefore endless.

Similarly, in the field of industrial manufacturing, the best way for users to satisfy their individual needs is to be provided by members of the same group because they know each other, have the same interests, have common sense, and are familiar with the needs of those who have been cut off. This is the hallmark of the 1.0 era, what interesting ideas, the realization of the "product", there are always like the likes of a group of people flocking, and within the community quickly spread, or maximize the impact.

But outside the traditional group, people of other groups have their own understanding and portrayal of the good life of the future, and the needs of those who have been cut down, how to make the traditional large-scale industrial manufacturing system known, and can be valued and eventually formed personalized products, this requires not only the insight of the visitors, It also requires changes in the traditional large-scale industrial manufacturing system.

Chong 2.0, Industrial transgenic

In addition to entertainment, the first flashing a dazzling light, the creators can not replace the traditional industrial large-scale manufacturing, but is the link between the user's personality needs and large-scale manufacturing, is to bring UGC to the industrial field operators.

The traditional large-scale manufacturing system, to do is to build an "open manufacturing platform." Deconstruction of the final product design, in terms of function/appearance, division can be customized and standardized parts, and the user experience is closely related, can reflect the personalized part, open up, by the creators, and even the end user to customize, these highlight the user's personalized color products, including personalized features, is the internet era of " Luxuries. " "Who gets the end user, who gets success", such internet rules, in the Industrial manufacturing field, are equally applicable.

As a link to the creators, they are a group of people in life, the definition of them is not only to tinker with the open source hardware of the players, but can discover the personality needs of similar groups around, and into the final product, customizable part of the design of the people. This is beyond the definition of the creators of Entertainment 2.0, and to support the creation of 2.0 of the product manufacturers, such a "genetically modified" type of change, is a freak or a freshman? But like natural creatures, at least one evolution, the market is the ultimate judge.

The change of Coca-Cola

So many years of the same taste of Coca-Cola, so many years reflect the consistent style of the appearance of Coca-Cola, in the spring of 2013, presents a variety of forms, from the "Chinese Internet" a variety of the term, such as "Female Man", "otaku", "Oxygen Beauty", "High Handsome", "for Youth", "Natural Stay", " Fans "," Expression Emperor "," Goddess "," Moonlight Clan "and so on, impressively appeared in the Coca-Cola packaging, can even be customized by the user name packaging. Users, in the end, how much proportion, because of their own personality, choose "Female Man" or "otaku" packaging, perhaps only Coca-Cola himself know.

If further, "Female man" and "otaku" in addition to packaging, there is also a slight change in taste, further, Coca-Cola to provide such a "development and manufacturing platform", the creators to customize their own taste, custom-made their own packaging, which is the real "female Man cola" and "Otaku cola." Coca-Cola or that Coca-Cola, but the user drink is a little bit unique cola, the creators of the turn, become a "beverage deployment to create a guest." It seems to be a little more fun and cool than drinking Coca-Cola.

PostScript

The internet has changed the development of society and made the world more and more equal. Everyone has the pursuit of a better life, these released passion, will become the source of business progress, the 2.0 era of creators and large-scale industrial manufacturing system, can be the era of change and human, cheer, change ...