New Solution For Shop Opening: Create Blue Sea Through Category Innovation

Innovation in channels, media delivery and brand positioning can rebuild the space in the minds of consumers and enable consumers to perceive the value of differentiation.

So as to break through homogenization and enter new market segmentation.

So there are numerous ways to innovate in categories. As long as you have enough insight and enough imagination, you can do things in different ways and create great value.

Innovation is nothing more than finding another way to the destination. "Speak lightly, you can create a look at me."

Many colleagues will think that I stand and speak without pain.

Indeed, if you want me to come out with an innovative plan now, I will be at a loss, but today we are going to exchange some methodological theories on the core concepts of category innovation, rather than the beginning of brainstorming. First, we should clear up some directional things so as to make innovation less than Hu's thoughts.

You may be overlooking the fact that every day the mobile phone in hand can explain all the problems of category innovation.

Open a mobile phone website, you will see many classification columns, such as: camera phone, music mobile phone, game phone and so on.

The basic function of mobile phones is to make phone calls, and do all these functions. If every mobile phone manufacturer makes phones that can only make phone calls, then everyone jumps to a dead end of homogeneity. What is the competition?

It is the desire of every enterprise, so we must work hard in the category innovation.

Mobile phone manufacturers have entered new market segments by adding basic pictures, listening to songs and playing games to basic telephone functions.

The first innovator of the category will enter a brief state of non competition.

That's enough to make him go to heaven.

Please note that the short term used above is because the innovation of these additional functions belongs to the surface category innovation, which is based on the inspiration of the creator. That is to say, what others did not expect was first thought of by you. Such innovation is easy to be followed up and duplicated by competitors. When the followers swarm into the crowd, the advantages of category innovation will also disappear. Therefore, how to maximize the benefits in the short blue ocean state is the key issue of surface innovation.

At this point, you may be more melancholy, it is hard to create an innovation, so that people can get ready to do, how to understand? Think slowly, this is the reality, then again, if you have enough strength, you can also make people can not copy the category innovation.

Or the small plastic box on hand, in the initial listing time is the use of analog signals, and later the use of GSM data signals, followed by the CDMA and its rival, now 3G just listed, it is said that TDLED (4G) has been in intense research and development of the test.

From generation to generation

It is a symbol of the progress of the information industry, and also a revolutionary innovation. The completion of such a category innovation can keep the creator in a long period of time, because the formation of this innovation requires a huge R & D cost, and most people can not play it.

Therefore, the completion of such a category innovation is equivalent to creating an industry, the creator, the boss of the industry! You may ask again that innovation in mobile phones and communications industry is all happening in technological innovation. If you don't know how to do technology, can you only bite teeth in the homogenized market?

It seems that the spray in the last chapter did not make you understand the nature of category innovation, which gave me an early exposure to what I put in the final speech.

Listen well, the definition of category innovation is to create new imagination space in the mind of the consumer and meet the needs of consumers.

What is the essence of category innovation? It is the imaginary space in the minds of consumers. It has nothing to do with technology and technology.

PPG is the three letter that has been popular recently. It does not know which poor clothing manufacturer of poor hill Valley has put up a card and put it on the Internet, selling tens of thousands of pieces a day, so that the clothing market with stagnant water is amazed.

PPG just moved the shirts that were piled up at the entrance of the mall to a new place, and created a marketing myth without any cost at all.