Wealth

Why the mobile phone beat chewing gum

  In the era of high-speed iteration, business innovations emerge in an endless stream, and many business formats will be updated every few years. Some business formats seem to be unrelated, but in fact there are inextricably linked. These links are not their own commercial characteristics, but exist in consumers’ consumption patterns.
  For example, after a careful analysis of the sales of chewing gum and smartphones in the past ten years, it can be found that the sales of chewing gum have continued to decline, while the sales of smartphones have been rising steadily. These two seemingly completely unrelated industries, the data changes actually present some interesting mutual exclusion.
  The reason for the decline in chewing gum sales is not that there is a problem with the quality or taste of the product. In addition to the improvement of everyone’s awareness of environmental protection, there is another important reason that seems to have nothing to do with its industry, and that is the large-scale popularization of smart phones. The logic may seem weird, but it is extremely relevant.
  In the past, the important sales opportunity of chewing gum existed in the checkout scene of various stores. When customers are waiting in line for checkout in supermarkets or canteens, their eyes will look around, and it is easy to have impulsive consumption behaviors for the chewing gum displayed beside them.
  In the era of smart phones, both information and entertainment functions are more abundant. Many smartphone users spend their boring fragmented time on WeChat, browsing news, watching Weibo, playing games, etc. on the subway, on the bus, and in the supermarket, so when checking out in the supermarket, their attention is occupied by their mobile phones . As long as you have a mobile phone in your hand, killing time is so easy that people no longer have the desire to buy chewing gum.
  In the competition in the smart phone circle, chewing gum outside the circle was accidentally injured, and the digital industry, which has nothing to do with fast-moving consumer goods, defeated chewing gum in disguise. This phenomenon does not exist in isolation, it is happening frequently in various industries.
  All kinds of replacements in the business world are nothing more than the following situations.
  Replacement by the same kind: This should be the most common type of replacement. For example, Didi Chuxing eliminated fast ones, digital cameras eliminated film cameras, and Apple mobile phones eliminated Nokia mobile phones. Many companies’ cognition still stays in this range. They attach great importance to industry competition and go all out to build product barriers, hoping to survive by defeating industry rivals. Today, this view is no longer reliable, and it simply cannot stop the new rules of competition opened by the experience economy era.
  Replaced by similar businesses: Smartphones have disrupted the traditional card-style digital camera market. But this kind of subversion is different from the internal logic of the chewing gum story. The iteration of smart phones to traditional card machines can only be called a product upgrade of a similar format. Because the functions, usage environment, and output are not particularly different.
  Replacement by unrelated businesses: This kind of replacement is the most terrifying for many traditional companies. Just like the example of the chewing gum industry being squeezed by smartphones, it is not competitors or companies with the same technology orientation that replace it. Knocking out its nascent industry, or even having nothing to do with its industry at all, is a true “barbarian at the door.”
  The origin of business comes from users, the opportunity of business is based on the consumption psychology of users, and the positioning of business focuses on user-level scenarios.
  Today, many emerging Internet celebrity brands can replace decades-old brands. Although old brands have accumulated enough brand influence through years of operation, they will eventually be abandoned by users because the products or services of emerging brands provide users with a better life scene that surpasses old brands.
  The user scenario supports the appeal of the user perspective, which is the people-oriented business view. The key to the user’s world can only be obtained by responding to the business view from the user’s perspective.

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