顛覆式創新：更便宜、更簡單

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":"br"},"content":[{"type":"text","text":"顛覆式創新又叫破壞式創新，是克里斯滕森在《創新者窘境》這本書裏提出的概念。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":"br"}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"克里斯滕森對技術創新的性質作了分類，一種是延續式創新，一種叫破壞式創新。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在講如何找到不同差異點之前，我們要弄清楚，爲什麼大公司不進行破壞式創新。這也是克里斯滕森一個非常獨特的見解。那就是大公司有”價值網依賴“。在他看來，任何成功的企業都有其特定的環境，它用一個特定的技術路線，組織資源來生產出消費者需要的產品或服務。企業一旦通過試錯走向成果，企業的能力體系就開始固化了。它的客戶、它的產品、成功的方法共同限制了大公司的創新。要變得一起變，所以現在很多企業在做創新業務的時候，都是獨立團隊出去做的。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"而小企業的機會就在於此，相比於大企業的固化。小企業更靈活，破壞式創新這個詞可能會給你誤解，認爲是對原有技術進行顛覆。其實不是的。顛覆式創新更多體現在更便宜的價格、更簡單的操作。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"破壞式創新分兩大類，一類是低端市場破壞，另一類是新市場破壞。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"低端市場破壞式創新，適合那些需求被過度滿足的市場。以拼多多爲例，它出現的時候，天貓、京東都那麼大了。拼多多靠的什麼起來的？就是便宜和簡單。早期拼多多沒有品牌效應，它的品類其實不多，但問題在於價格便宜，加上簡單的操作，一鍵下單，沒有加購物車、沒有湊單、滿減。追求的唯一目的就是讓你下單體驗。是不是很簡單，但爲什麼是拼多多？因爲它趕上了一個關鍵，技術進步讓產品的質量達到了用戶的要求，早期的山寨產品，價格雖然便宜，但質量差。對普通消費者來說，在拼多多上買質量還可以的產品，還是選擇天貓京東買質量很好，但價格很貴的產品？事實上低端市場的用戶明顯更多。他們對價格更敏感。這就是拼多多用戶增速這麼快的底層邏輯。直到現在，什麼618、雙十一，拼多多依然只做百億補貼，不搞什麼滿減，湊單。用戶買起來方便，價格還便宜。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"新市場破壞：找到一個還未被滿足的市場，可能是市場上還沒有能解決這部分用戶需求的產品，也可能是滿足其產品的價格太高。比如早期的小米，智能手機市場是大家需要，但因爲其價格，導致很多用戶買不起智能手機。早期小米的手機是怎樣的？價格便宜，性能一般，功能一般，操作系統簡單。就這樣，大多數人使用的第一臺智能手機都選擇了小米。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"瞭解這個創新有什麼用？如果我們要選擇一個項目創業，首先要想，你現在做的項目有沒有創新？是不是破壞式創新？具體可以問自己三個問題","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"1、你的產品是不是做到了更便宜、更方便？以前是不是有人嘗試過，但因爲技術不成熟所以一直沒能成功？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2、低端市場上的客戶是否願意用更低的價格，購買性能還不錯，質量還說得過去的產品？同時你的商業模式，能否在提供更低價格的同時還能夠盈利？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"3、如果你的策略做大規模了，能否破壞行業裏的先行者？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如果你的答案都是肯定的，那麼實施破壞式創新成功的概率很大。","attrs":{}}]}]}