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不得不提的市场逆向创新

The Explainer: Creating New Products for Emerging Markets

There’s really no way to take a product created for, say,
没什么办法能让针对特定市场设计的产品
the American mass market, make a few changes,
——如为美国大众市场设计的产品——只进行少许修改
and make it work for the Indian mass market.
就直接推向印度市场
But that hasn’t stopped multinationals from trying.
但那并不妨碍跨国公司进行尝试
That’s the model global companies have followed for decades,
跨国公司几十年来一直遵循这样的模式
to appeal to customers in emerging markets,
为了吸引新兴市场的客户
they water down products designed for developed markets.
他们会直接调整那些为发达市场设计的产品
However, a better way is for global companies
然而 对跨国公司来说更好的方式是
to develop brand new cost effective products
在商品市场所在国家
inside the countries where they’ll actually be used.
开发性价比高的新产品
For example, General Electric developed
比如 通用电气公司开发了
several medical devices in emerging markets
若干适合新兴市场的医疗器械
that were a little simpler and a lot less expensive.
这些器械结构更简单 价格也低很多
In China, they developed a compact portable ultrasound machine from scratch.
在中国 他们重新开发了一款小巧便携式超声波设备
It cost just $15,000 compared with
它的售价仅为一万五千美元
over $100,000 for their high end model.
相比之下高端设备售价则超过十万美元
Although it didn’t have all the bells and whistles,
虽然并无任何的花哨功能
it was a hit in China’s rural clinics.
但其一度在中国农村诊所很受欢迎
That’s when G.E. realized that American doctors could use it too.
正是在那时 通用电气意识到美国的医生也可以用它
Not to compete with the more expensive product,
不和更昂贵的产品竞争
but for new uses.
而是着眼于拓展新用途
In situations where portability was important or space was tight.
用于便携需求突出或是空间狭小的情况
This is what Vijay Govindarajan and Chris Trimble
这就是维杰•戈文达拉扬和克里斯•特林布尔
call reverse innovation.
所说的逆向创新
Not only does it result in products
它不仅能使产品
that address market needs in emerging economies,
满足新兴经济体的市场需求
it also creates new sales opportunities in developed ones.
也能在发达国家创造新的销售机会
Reverse innovation can be tough to pull off
逆向创新可能很难实现
but there are two reasons to try.
但有两个值得尝试的理由
First, because emerging markets have larger populations and
首先 因为新兴市场人口较多
lower per capita GDP’s,
人均国内生产总值较低
they’re especially sensitive to many of
它们尤其(在价格上)对那些
the forces affecting competition in global markets today.
能在全球市场指点江山的大公司非常敏感
Products built for emerging markets
为新兴市场开发的产品
are more likely to be well suited to
则可能更好地适应
issues that ultimately affect every market.
这些市场的需求事项
Second, as emerging market companies grow,
其次 随着新兴市场企业逐渐成长
they’ll be looking to export their own products often at much lower prices,
他们通常会试图以更低的价格出口自己的产品
which incumbent firms will find tough to beat.
在位企业将会发现很难与之竞争
Practicing reverse innovation today
如今实行逆向创新
will help protect incumbent firms from
将会帮助在位企业
being disrupted by low cost competitors tomorrow.
保护他们在未来免受低成本竞争对手的冲击

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视频概述

新兴产业的蓬勃发展,坚持逆向创新总有价值

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视频来源

https://www.youtube.com/watch?v=qYKJwqtArPM

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