Jobs and Apple: It is not difficult to transplant Chinese auto companies

For China's own brands, discover their core competition areas as soon as possible

Steve Jobs, a celebrity entrepreneur who likes to be on the limelight. He died younger than 60 years old, of course, will cause people's extensive discussion, of course, will lead to who will become the industry's "China Jobs" discussion. However, it is true that such figures will at least appear to be generally skeptical for the auto industry. My personal point of view is exactly the opposite. It is not difficult to introduce Jobs from the IT world to China. However, since it is “China Jobs”, it is inherently difficult for him to be as influential as the United States’ Jobs, and it is difficult to bring about so many revolutions in the industry. Sexual new things.

Entertainment and Personalization Although the IT industry is a big difference between the pioneering modern industry and the ancient traditional automotive industry, considering the trend of human social consumption, both the IT industry and the automotive industry face the same group of people. Consumers, their needs are similar, measured by today's vision, entertainment and personalization are the most mainstream needs.

People familiar with the history of IT development know that Jobs and Apple were known at the beginning of their lives as "the first personal computers" that were not particularly professional. If you think about it, whether it's an iPod, iPad, or iPhone or iMac, a constant set of routines for product development is to pack something that has been professionally colored and scared of ordinary consumers into a fashion that can Innovative products that are accepted by many consumers. And it can further integrate all kinds of current trends, such as environmental protection, exploration, and knowledge, into one product, and it can continuously lead the way along this road, allowing competitors to follow for a long time, although they can keep up with it. But almost never catch up or surpass yourself.

Although a computer does not need to be entertaining, people who use computers need to entertain themselves. They also need to show their own personalities through entertainment, and thus become one of the important links between individuals and others or the entire society. Following this line of thinking, as long as we get rid of the concept of simply carrying passengers or speed, the traditional car manufacturing industry, which has always followed the rules, has a lot of room for improvement. It will use the various electronic technologies under exploration to develop the car into future information. An important part of the flow is to use new materials to develop the car body into more personalized and changeable innovations. The more interesting and more individualized path is far more than just a few monotonous roads. Exploring your own ideas can allow the car to carry more functions that people actually need, and thus also achieve their position as the industry leader.

A clear product strategy, whether it is Apple's mobile phone or Apple's computer, is recognized as the industry's high-end products, so that all high-end opponents can not easily deal with. However, an analysis of its pricing strategy will reveal that although Apple is so new, although Apple is so well-made that its services are so abundant, its pricing is not the most expensive. This is Apple's clear-cut product strategy - high-end but not top-level.

The experience of high-end consumers often tells people that top-level products contain more water, and people often pay too much “other expenses” to pursue top-level products. The high-end of Apple is even more affable. Taking a cell phone as an example, Nokia's pricing ranges from a few hundred yuan to more than 10,000 yuan. It completely covers Apple, but buyers must carefully study the configuration of different models. The value is more suitable for you. And Apple's strategy is not to compete with low-end brands, and its own product line can be clearly understood in only a short period of time. Similar situations include computers. Take laptops as an example. Lenovo's ThinkPads range from a few thousand dollars to tens of thousands. Sony's situation is also similar. On the other hand, Apple is only a few thousand dollars and more than ten thousand yuan. Between, the choice is very simple and apparently a lot of influx of people buying Apple's important reason.

For the Chinese auto industry, although the characteristics of the industry determine that each company often competes around one or a few core models, after gaining a dominant position, almost all of them will inevitably have to move to different levels. This led to the dispersion of the company's energy. Learning lessons may at least allow different brands to maintain a relatively constant status and not be able to squeeze indefinitely. Especially for China's own brands, finding their own core competition areas as soon as possible and then focusing on the main products should be a useful experience.

In addition to these two relatively clear strategies, in fact, Apple's sales system, brand promotion, product development and promotion of rhythm are particularly worthy of serious reference. However, the situation in China is very different from that of the United States. It is difficult to learn Steve Jobs's "genuine scriptures" as a whole. This is why so many people find it difficult to catch up with Steve Jobs. Serious analysis of Apple's products may be able to find a lot of breakthrough points, but Jobs' charisma should not be learned.