IT manager world: The root of innovation is the vitality of Chinese enterprises

Whether it is "apple peel" or "ge Kiln Skin", similar Chinese innovation is still only in the "skin" level, and from the source of innovation, is the vitality of Chinese enterprises. Author: Sun Yu "ge kiln Skin" again dazzle, "apple skin" again cool, they are only "skin", not "nuclear".　　Facing the reality of China's low-level innovation and basic innovation, how to discover the opportunity in the consumer's demand, embody the product and lead the new trend of application and practical technology, is the essence of "Chinese-style innovation". Patriot recently launched a portable digital camera, in a public auction to make the top camera to the 600,000 yuan. The full name of this expensive card machine is "Patriot Gothic digital Camera", the market price is 2999 yuan, for the auction of limited edition camera number No. 2010. The biggest selling point of the Gothic kiln camera is that the shell adopts the ice crack road of the Song Dynasty Gothic kiln craft. As a result of the kiln firing every time the ice crack to the extent that the production of the texture is not the same, so the Patriot for this camera developed "with a unique Gothic kiln camera, express a unique love" marketing slogan, positioning gift Market, the main affection card and Thanksgiving card. Feng, the Patriot's president, said in a microblog that he had given his mother a camera and said to his mother, "Mom, you have a hard life and love is unique to me." Son today to send you a unique one of the Gothic kiln camera, to express your unique love of Thanksgiving, and every time you see this unique Gothic camera, you can feel the son of your unique feelings. "You ask me how deep I love you," the Brother Kiln camera represents my heart. Feng to the mother's filial piety is moving, the love of their company is admirable, but this love confession is too hard, too to force, too want to highlight the "unique" four words, but produced the effect of tongue twisters, in micro-blog attracted more than 100 fans of ridicule.　　The good-natured Feng, instead of being angry, announced on Weibo that he would be rewarded with 1 million of dollars for finding two exactly the same. Just as patriots were marketing their gothic cameras, Apple fans around the world were fascinated by the invention of a pair of brothers from China's Henan province-the "Apple Peel" shell of the Pan brothers could turn a $2000 worth of itouch into an iphone that sold more than $5,000.　　This "MP3 change phone" Magic video uploaded to Tudou, the click rate has more than 260,000 times, was forwarded 13,000 times, in China, Japan, Korea, the United States of Technology Forum, Apple fans are anxious to ask each other: where to buy apple peel? Aside from the laws, patents, commercial development and other subsequent factors, the beginning of the affair was more like a joke with Steve Jobs by two stubborn Chinese children, but it revealed snippets of information: Teenage genius obsessed with technology, research and development in the basement, experiments in the cellar, self-study through the Internet, and advice to the developer community ... ... Can smell the exciting Silicon Valley.Road。 From the HP garage of 70 ago, to the student dormitories of Harvard University Gates and Ballmer 40 years ago, and to today's abandoned warehouses in the outskirts of Shenzhen, the Pan brothers did the same thing: innovation.　　Sadly, "Apple peel" is "skin" rather than "nuclear"--it is just an external communication module accessory that is grafted on Apple itouch. What kind of soil will bloom. Japan is rooted in the reality that its resources are scarce and space is limited. Then set out the lean production of management innovation flower, to save resources and space to achieve the ultimate; After the Second World War, Korea lacked the basic scientific research Foundation, then took the "introduction-digestion-absorption-innovation" road, resulting in a group of OEM, imitation of the world famous brand. In China, the world's largest consumer market for electronic products, the establishment of innovation in the study of consumer interests and realistic demand is undoubtedly the most practical and most likely to be successful road. Of course, a unique camera shell is also a kind of innovation in a sense, but this unique in product value-added has not accumulated, lack of follow-up power.　　In other words, it is one-time, it is difficult to produce progressive development on the basis of this. David Chemitres, dean of MIT Sloan Business School, said: "Chinese companies should not only prove they can produce" for today "good products, but also to make products and innovation strongly related to consumers feel that this is able to bring" next "brand. In other words, today these products are very good, good place can let consumers "understand", but this is not enough, the future, better products to be able to exceed the consumer's understanding ability. To reach this level, Chinese enterprises are still a long way to innovate. The first step is "unexpected surprises," enable consumers to perceive the brand's ability to make excellent products through a product, followed by "continuous reinforcement", to enhance consumers ' impressions of their brands through ongoing technology development and product innovation; the third level is "irreplaceable expectations", let consumers Chase, Eager to have products that will change the quality of their lives, the brand's next-generation products always have the most anticipated effect. At present, most of China's electronic brands can do the first step is very good, and Apple has certainly come to the third step, its products to consumers obsessed, why obsession?　　Apple is almost perfect because it always offers innovative products that go beyond the existing understanding of consumers. As the only national brand in the field of digital camera, the ability of a patriot to survive in this market is a sign of its tenacious vitality, but if one day it can reach the height of Apple, it means that patriots need not only a good marketing gimmick, but also a brand spanning several generations of products and sustained innovation. It is said that Patriots will also launch the next "gothic paper book", if the unique appearance as a creative point, the manufacture of June kiln camera may be a better choice.　　June kiln firing pay attention to variable, color change more psychedelic and unpredictable, in the innovation change to more than the pure fragmentation of the kiln. From the kiln skin to the applePeel, Chinese enterprises it is time to think about the leap from "skin" to "nuclear".