It turns out this friend of this water heater manufacturers agent in the production of these products before, using a new invention, is to use a new type of plastic materials to replace the original copper. At that time, when the use of new materials, but also tested, but unfortunately there is no test no longer tests on the mass production of the. Did not expect, because the water heater tank is heated continuously, this new type of plastic to do plug on the case of thermal softening, and the result of the opening of the things that happened. But the frightening thing is, this is not a case. At that time, the introduction of new materials enterprises this invention to reduce the cost of 400 million, but now, enterprises have to pay for these products 600 million in repairs, the cost of compensation, but the story does not end. Not to mention the matter to the enterprise’s brand negative impact.
Therefore, we have to say, “we must guard against pseudo-innovation” time.
A lot of pseudo-innovation is in the beginning, the name is part of “Innovation” banner, but not really innovation. We know that is the essence of the brand relationship between a brand users and brand owners mutually beneficial relationship. Which Mody, business as a brand owner, in product innovation, the first a need to consider the question should be is “we have adopted this new innovation, is not able to benefit my customers? Is not a customer will bring trouble or a problem? “When the conduct of such enterprises to constantly ask themselves, it is often, we can clearly know that this innovation is being done, in the end is a real innovation, or pseudo-an innovation. Because, obviously, will allow us a clear answer “is the ability to bring benefits to customers”, and is the real innovation; the contrary, I am sure that is a dangerous pseudo-innovation.
Pseudo-innovation and harm is very large, this friend’s case is a good example. Enterprises to adopt this “innovation”, intended only to allow enterprises to save manufacturing costs, and is not intended to create greater value to customers; Therefore, “This innovation can allow enterprises to cost savings,” the objective, pseudo-innovation to be adopted, and implemented, giving enterprises great trouble: to save 400 million, has spent six million, but the brand has brought back a huge damage.
For innovation, and China’s largest and most professional manufacturer of Gree air-conditioning, general manager of marketing knowledge Dong Mingzhu like this: “to promote independent innovation, of course, very necessary, but the ‘innovation’ is a fruit, but to promote innovation, ‘Industrial Spirit’ is not or missing due. while the industrial spirit means to be afraid of a disadvantage, the courage to sacrifice, to the customer, our community and to the public have a strong sense of responsibility. “officially based on the” burn “the industrial spirit, Gree have a well-known design and innovative ideas, “Consumers should not take guinea pigs,” came out with its new product design, you must go through a trial production, the long-term running test, re-design process, after a lengthy trial process, such as product quality and the real clearance only after the before they can be put into production and sales. Also doing so, Geli was in the market fierce competition, come to the fore, becoming the first Chinese air conditioner industry, the brand, and is the world’s leading brand air-conditioning industry.
As a famous Chinese manufacturer of solar water heater solar energy company Sun Rain —- Jiangsu Province, but also made clear its views, its chairman and Mr. Xu Xinjian on the proposed and in-house advocate, “to give customers a more valuable service “, which Mody, a quality and excellent products and services is itself a part of. Treatment of a similar innovation in the rain the sun is the solar companies to adopt “is not able to bring greater value to customers” and ask themselves the manner in which solar shower solar products over the years is also able to obtain the name of the export industry first one of the reasons Sun Rain brand is the rapid development of important reasons.
On the other hand, pseudo-face of innovation is very difficult to identify, because the innovation has always been a strong driving force for enterprise development, and the pseudo-innovation in the initial stage is not able to bring a clear understanding of the people, just like milk industry, added, ” melamine, “that when added to those food-grade melamine, also adds to the product protein content of the surface is also brought benefits to customers; and if added to the original pig-raising industry,” Clenbuterol “is only after many years of know that this is a pseudo-innovation, to bring about the damage people’s health.
Therefore, it is precisely because of these camouflage of pseudo-innovation, the greater the harm it brings. Therefore, enterprises must also be taken seriously, it is necessary to protect ongoing innovation, but also identify the pseudo-innovation. Pseudo-innovation approach is to identify and validate to ask a “This innovation is not able to bring real benefits to customers and value.” For what looks like the benefits of innovation to the enterprise is worthy of our vigilance.
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