The internet thinking behind the bad street is always a subversive innovation

"Subversive innovation", formerly known as disruptive Innovation, is also called "disruptive innovation" in the Chinese Internet. "Disruptive innovation" was first proposed by the famous economist Joseph Schumpeter in 1912, and in the last 1997 years, Professor Christensen, a master of innovation theory at Harvard Business School, once again made clear in his masterpiece "The Dilemma of the innovator" the destructive innovation, and compensated and improved Schumpeter's theory of innovation. Nowadays, "subversive innovation" or "disruptive innovation", which has been mentioned by the Internet barons, comes from Christensen theory.

What is authentic "disruptive innovation"

"Disruptive innovation" is the story of "The Wreck" and "the destroyed", the "destroyed" refers to the existing mainstream technology, mainstream customers and affiliated enterprises, and "The wreck" there are two basic models:

From the low-end market entry: the existing market and value network, to "low quality and low price" model to attract the original mainstream market low-end customers, and gradually grow. In the process of growing up to improve their performance, to the high-end market. In short, that is, "Persimmon pick Soft pinch", from the bottom to occupy the mainstream market. Specific examples such as Japanese cars, Korean cars into the North American market expansion path.

0 Consumer market Entry: that is to find the original mainstream market in the blank zone, these consumers have a certain type of product demand, but the market price of such products often exceed their affordability, this batch of users is "disruptive innovation" of the seed users. Compared with the mainstream market products such products tend to be convenient features, so as product performance improvement, can continue to attract the "broken" market mainstream consumers to enter. In short, it is the "rural siege of the city", circuitous occupation of the mainstream market. Specific examples such as Walk man for desktop radios, Tablet PCs for laptops.

Second, "Li" and "Li Ghost" under the Chinese Internet

Strictly according to Christensen's theory system standard to judge, the Chinese Internet under the "Li" and "Li Ghost" typical representative is as follows:

1. Authentic "disruptive innovation"

Low-end market access to the "disruptive innovation", e-commerce on the traditional retail, this everyone knows the way Taobao walked:

Non-mainstream people buy non-mainstream commodities-> mainstream people buy Non-mainstream commodities-> non-mainstream people buy mainstream commodities-> mainstream consumers buy Non-mainstream commodities

Taobao's development path, is a typical development trajectory from the bottom up; Internet news for traditional newspapers; Weibo for blogs, "140 words" (low price and low quality) for "No Limit words".

0 Consumer Market Entry: 360 to traditional anti-virus software vendors, to free low-quality anti-virus software to attract the first batch of people without money to purchase genuine anti-virus software, and gradually improve their anti-virus software performance and function gradually swallowed mainstream anti-virus software market; micro-letter to SMS, The use of free mobile communication (real-time arrival and call quality than traditional SMS and voice calls) has attracted users, gradually improve performance gradually swallowed up the mainstream of the text message market; The balance treasure to the traditional money fund, with its convenience to attract the former does not finance not to buy the funds of cock silk, gradually erode the traditional fund company's market

2. Pseudo "disruptive innovation"

Millet mobile Phone: If the millet phone compared to "disruptive innovation", then it destroyed who? Apple? Prehistoric's mainstream non-intelligent machine market? NO, the Smart machine is a new era, millet is only the first time under the new era of followers just, good miui+ start of cost-effective + proficient marketing of the phased success of the product. There is a real disruptive innovation in smartphones, which is also expected to undermine Android's market for iOS.

Huang Taigi: What mainstream markets does it destroy? A pancake stall on the street? Non-Also, is still only the modern marketing means grafting to the traditional industry, the only bright spot is to use social media to do free marketing.

In fact "disruptive innovation" more emphasis is a process of evolution, an irreversible process for the mainstream market or enterprise substitution. "Li Ghost" are the main characteristics of the bait, the competition in a certain stage of innovation as a "disruptive innovation", in fact, "surgery" innovation is likely to come from behind competitors.

What are the "Li Ghosts" under the Internet today? Welcome to Add.

Iii. the motives behind the "disruptive innovation"

Advocates of "internet thinking" will say that "disruptive innovation" behind the main motives are as follows:

1. With the Emperor to make Princes

"The name is not straight", the Chinese most speak of "doctrine", once "disruptive innovation" this people admire set thousands of Huang, side can kill opponents, the other side that can incite a fan obediently for their qianqiutaiye doing dying, discriminating things.

2. Qin lost its deer world altogether

What will happen to the potential "broken markets" story of the wolf's coming, without a doubt, like an arms race, "prophets" are honored as a guest, and they cannot be rich or famous.

Iv. How traditional enterprises should face "disruptive innovation"

Traditional enterprises than the "God movement" under the most anxious group, flying "internet thinking", "disruptive innovation" let them jittery panic.

How to embrace the Internet in the process of calm, I prescribe the prescription is "strategic contempt, tactical attention." Not be forcible by the phenomenon of confusion, not to overestimate the Internet to bring "disruptive innovation" and pessimism, pause or blindly forward. In the tactical importance of the Internet in the tactical emphasis on the transformation of traditional industries, steady, eclectic, Master Yi Long technology to make, can not underestimate the internet and become warm water frog.

During the period of great change, we need to remember the Gerstner advice that led IBM out of the trough: "The key key: Know and love your career"