Many enterprises are lost because of the lack of industry insight due to their addiction to technological innovation

Dangdang CEO Guoqing recently pointed out that many companies are addicted to technological innovation and lack of industry insights to fail, and said that they predicted five years ago to Nokia to fail. Guoqing pointed out that Lucent had hit 15 years ago, but the share price plunged from 100 U.S. dollars to 1 U.S. dollars a share, after a more collapse. It is because Lucent has made the wrong decision in the field of communication transmission, when others have studied the transmission of optical fiber, it is still studying the transmission of copper wire, did not grasp the major technological innovation and technological revolution.

The second example is Kodak, which has been cutting people almost every year over the past few years. It is because the CEO of Kodak does not admit that digital cameras will become the machine that people are keen on. Another example cited by Guoqing is Nokia.

"I contacted them five years ago," Guoqing said. I said you're going to be screwed in five years. The success of Apple today, Nokia has been in the blueprint, not only the largest handset manufacturers, but also the largest MP3 manufacturers, digital camera manufacturers and game operators, listen to all right, but not attention, the face of mobile monopolies, Nokia can't find a way out, these businesses are shrinking, and it is obsessed with doing luxury goods, a wire-born to do what luxury? Nokia's market share is crumbling today. ”

Summary of the above three failed enterprise cases which are addicted to technological innovation and lack of insight into the future of the industry, guoqing that, when it comes to innovation, there are both industrial innovations and major technological inventions, but not only that, Apple has not made any major innovations or innovations in any field, it is to find the value chain of the industry again, Of course, it is vertical integration, vertical expansion, the realization of the value chain of the discovery.

Guoqing that this is the innovation of the business model, is the innovation of the profit model, in what way, to earn the money. So people's understanding of innovation, do not think that innovation is the technological revolution, business model innovation is often more important, but also to the entrepreneurs to give higher expectations of the destructive innovation focus.

On the innovation of the electric business model, Guoqing said that most of the manufacturers are currently addicted to the price war, lack of differentiated competitive advantage. In fact, in the category of expansion, platform applications, community e-commerce, retail business, and so on, the electric business through the mode of innovation still has a great profit margin. Guoqing pointed out that when the state of the industry is not only the supermarket industry, in addition to the supermarket has also expanded the department store and Online shopping center of the business state. At the same time, by vigorously open the platform, category expansion and the introduction of electronic books, private brands, such as high margin of innovation business, when the current has completed the industry turned, and in the high-speed growth towards the goal of scale profit steadily approaching.