We are in an era of “moving” scarcity, and we are surrounded by a large number of undifferentiated, unmoving products.
Whether it is design innovation or disruptive innovation, different companies can choose different innovation paths and modes. For example, disruptive innovation means that companies enter new markets with new products or positions and create new market value. For example, Wang Laoji [Weibo] used the concept of fear of getting angry to transfer herbal tea into the big market for eliminating fire, and overturned the original market of herbal tea; for example, transformational innovation means that the company makes certain innovations on the original basis. Reconstructing the existing product categories, Gree launched strategic new products such as Cool King and Power Saver, ensuring its position as an industry leader. Model innovation, through the innovation of business models, opens up new markets and forms differentiation. For example, Wanda Plaza uses the combination of foreign indoor pedestrian streets and Chinese commercial buildings to achieve a major change in real estate.
For new strategic products to be successful, the launch phase is very important. Li Zhiqi believes that prior to the launch of strategic new products, it is necessary to clarify unique product advantages, put forward a clear product concept, define and estimate the target market, and finally, the synergy between technology and market, strengthen development quality and market attractiveness.