Community Value Is More Important Than Product Value.

More important than product value is Community value

Logically speaking, producers and consumers no longer need intermediate channels, nor will they generate marketing costs.

Li Shanyou: Director of China Europe entrepreneurship center, Professor of entrepreneurship, founder of cool 6 network

The China Europe entrepreneurship camp has held two phases, and what entrepreneurship education should teach is the time to reflect. In my view, entrepreneurship and entrepreneurial quality are not allowed to be taught, nor do I teach entrepreneurial skills and company management which can be learned in EMBA courses. Entrepreneurship education requires innovative thinking.

Innovative thinking can be divided into two categories.

The first is the thinking mode of "disruptive innovation" or "subversive innovation". We talk about innovation. Most of the time we talk about progress in science and technology. Harvard professor Christensen wrote a book entitled "the dilemma of innovators" in 1997. In this book, innovation is no longer the same as technological progress, but rather different ways of doing things. Christensen calls innovation disruptive innovation, and translates into Chinese as "destructive innovation" or "disruptive innovation", which means that it is better to fight against the giant than to do better than to go with them. For example, when we are pursuing more and more complex products and more comprehensive functions, it is an innovation to make things simpler, more convenient and cheaper.

Christensen completely abandoned the past innovations that were based on technological advances and inventions, instead of defining innovation in a way that did not seem so cutting-edge.

In the direction of technological progress, competition is easy for big companies to succeed, but in simpler and cheaper ways, big companies tend to lose to smaller ones. The pace of technological progress will exceed the pace of market demand. Small companies and start-ups have great opportunities in this innovation.

Christensen has a core view called low-end market. When the performance of any kind of products is over supplied, simplifying too complex functions and starting from the low end is easy to succeed. HUAWEI is a typical low-end market entrant. It develops step by step in the county and in the school, and finally becomes a great company in the world.

The two is the way of thinking of the Internet. Chinese enterprises can probably be divided into three generations, the first generation of traditional industries, many local entrepreneurs; the second generation is the high-tech industry represented by the Internet; since 2008, there has been a combination of traditional industries and the Internet. Today, we live in an era of Internet, mobile Internet and traditional industries coexist.

We will find that enterprises are in the form of organization. business model There have been many new changes.

From the perspective of organizational form, the industrial age is a hierarchical management. Today, due to the Internet, mobile Internet and self media, the way of information transfer has undergone tremendous changes, and everyone has become a self media. Under such circumstances, the foundation of organizational form has undergone great changes. From top to bottom, the organizational form is out of date, and there are many "de centralization", "flat" and "small team" organizational forms, so as to quickly reflect the market changes. For example, Millet's "three tier management mechanism", in fact, in many new enterprises, this way is no longer new. In the industrial age, we all talked about evergreen industries. Now there are no organizations. How can we talk about evergreen industries?

In terms of business mode, selling products in the industrial age is selling things. In the era of mobile Internet, the value of products is of course important, but the value of the community is more important than the value of the product. Products may be sold to consumers at cost, or even free, but around this product, communities will be generated, and returns will be generated in the community, with a greater social value than product value. Huang Taiji's Pancake boss is running. micro-blog It has created a "charming personality", attracting a large number of fans, forming a community and bringing better sales performance.