Chapter 3114: Cognitive Warfare

Zhou Shaoning nodded, "This incident has really sounded the alarm for us. It is really difficult for us to compete with the iPhone based on product strength and innovation alone. This is especially true when the timeline is extended. . Originally, our Aster series, relying on the innovative design of a series of products, has already surpassed the iPhone 5 and iPhone 5s in sales. Unexpectedly, the iPhone 6 is coming.”

"So, Cook is more difficult to deal with than Jobs!"

Zhou Buqi had long realized this.

It is far easier to deal with a "gentleman" who is determined in his heart than to deal with a "profit-seeking" gangster.

Steve Jobs also committed plagiarism.

But Jobs would be more restrained in his plagiarism. He had his own product philosophy that he adhered to. Once he thinks something is bad, no matter how recognized it is by the market, he will not imitate it. If he had been willing to put down his face and persistence, nothing would have happened to Microsoft.

Cook is different.

He is not a designer and has no product concept. He comes from the market and is market-oriented.

This is terrible.

If you see something good from your competitors, you can just copy it and use it. This will pose a fatal threat to competitors like Samsung and Asda who want to rely on product innovation to compete with the iPhone.

Zhou Buqi said: "Asida finally made some innovations. After our unremitting efforts to promote them, it was verified by the market. The result is that after a year and a half, Apple also followed suit and put our new design Put it on the iPhone. This leads to a lack of sustainability in the advantages of innovation.”

Zhou Shaoning nodded, "Plagiarism is always easier than innovation."

Zhou Buqi sighed and said: "Technology is the core competitiveness? This thinking really needs to be changed! This is simply a wrong path!"

"It cannot be said that it is a wrong path, but it is an imagination of technology by those people in China who do not understand the market but have the right to speak, sitting in an ivory tower. In other words... this is a misunderstanding that oranges grow in Huaibei and become oranges. "Zhou Shaoning did hardware research in the United States in his early years, and later switched to the Internet, and later started his own business as Asda. He felt deeply, "China and the United States are different! In the United States, in Silicon Valley, technology is indeed different. core competitiveness.”

Zhou Buqi said in a deep voice: "It's really like this. Looking at Zhongguancun in the past few years, every aspect is imitating Silicon Valley. Those who hold power have a complete lack of understanding of the market, so they think that it can prevail in Silicon Valley." This set of logic can also work in China.”

Zhou Shaoning said: "In the final analysis, it is still decided by talents."

Zhou Buqi nodded and said, "Well, the density of talents."

Zhou Shaoning said: "Silicon Valley brings together talents from all over the world. If a company has the most talents, it can continue on the road of scientific research and innovation. They are not afraid of plagiarism by their competitors. Their competitors will fully understand their own products. No, plagiarism is over...they have newer inventions and creations, but plagiarism can stimulate the technological progress and development of Silicon Valley.”

At this time, the two people's ideas were connected.

Zhou Buqi said: "The number of talents in China is far less than that in Silicon Valley, and there is also a lack of freedom for innovation. A company has spent countless efforts and finally succeeded in a certain field with only a few scientific and technological talents. Breakthroughs, some innovations... were copied by others, and everything was ruined."

Zhou Shaoning sighed, "This is a matter of probability. The more talents, the more open the policy, and the higher the degree of freedom, the more innovation and research and development results will be. Innovation in some fields can also occur in the country, but the probability is too small. Silicon Valley can afford to be copied by others, because even if they are plagiarized, there is a high probability that they will have newer products and ideas. However, China cannot afford it, because the probability of innovation is small, because once it is plagiarized, there is no hope of having it again. It is almost impossible to replace it with newer inventions.”

Zhou Buqi said: "Even Aisda can't afford the price of this kind of plagiarism."

"I can't afford it." Zhou Shaoning also made this judgment, "iPhone6 ​​really taught us a profound lesson. The differentiated designs such as fingerprint unlocking, AI assistant, and large screen that we are proud of will not be copied by the iPhone , our advantage will be gone. The same is true for the full-screen mobile phone with face recognition that we are planning. In the early stages of its release, we will have certain advantages. But once the iPhone is copied and has a similar design, we will. Still not working.”

Zhou Buqi said: "This is the truth. R\u0026D and innovation cannot change the industrial structure. This is not a development path that can promote long-term competition between Asda and Apple. Otherwise, the iPhone 6 incident will only happen again and again. . The innovative design we worked so hard to promote was recognized by the market. When the iPhone copied it, it immediately became their unique global hit. This was very harmful to the team’s morale.”

"The development of the domestic science and technology industry in the past two to three decades is really a sufficient proof. Since the 1990s, those companies based on science and technology research and development and product innovation have basically failed. Even Peking University Founder and Tsinghua Tongfang It's almost bankrupt now..." Zhou Shaoning thought of something and said with a smile, "By the way, there is a mobile phone company called Smartisan, right? It claims to be based on products and innovation, and it has indeed made some achievements. Very interesting new design. ”

Zhou Buqi certainly knew, "So, no matter how the product is, Hammer's choice of this path is a dead end. Bad designs are laughed at by peers and the market. Good designs are copied for free by peers with better market recognition, and they are used as wedding dresses for others."

The comparison between Chinese and American technology companies is actually similar to the comparison between Hammer and Astar.

In the market's perception, Astar is more famous than Hammer, has a better brand, and is more respectable when it is taken out. In short, Astar's mobile phones are more recognized in the market and control the minds of more consumers.

This has formed a dead end for Hammer.

If the new design is not done well, it will be ridiculed and laughed at, and Hammer's mobile phones will become more and more unrespectable; if the new design is done well and recognized by the market, Astar can copy it and put it in its own mobile phone.

Astar's brand is much larger than Hammer's.

It is also more recognized by users and the market.

Both mobile phones have the same functions and designs, which one will users buy? Of course it's Astar's phone. Users don't care who copied whom.

This means that Hammer phones can't get any bonus from creative new designs, but instead help competitors a lot.

Zhou Buqi said: "If Hammer phones want to break through, they must first change users' perceptions. They need to create an industry-leading brand positioning for Hammer, rather than doing any research and development, new designs, or new inventions. This is a cognitive war. If Hammer's market recognition is higher than Astar's, or even becomes the first in China, then if China makes some new designs and inventions, it can stand firm in China."

Zhou Shaoning agrees, "Mr. Lei's Xiaomi has done a good job in this regard. As a brand that was established not long ago, Xiaomi has gained market recognition far beyond Hammer. But in terms of product creative design, Xiaomi's contribution to the mobile phone industry is almost zero, and it is far from comparable to Hammer."

Zhou Buqi: "Not only creative design, but also technological research and development. Look at Huawei and ZTE, they are both in China. With top-notch technical strength, what is the result? Their mobile phones are getting further and further away from the market. Technology research and development, product innovation, these are all very important, but there must be a big premise! "

"Awareness!"

"I heard that Huawei is going to abolish its mobile phone business? "

"It's possible. "

"It's a pity. With their level, they can make mobile phones better. " Zhou Buqi then became a little bit mysterious, "However, if Huawei wants to struggle to the death and save its mobile phone business for the last time, it must change its understanding of the mobile phone business from a strategic and conceptual perspective. Technology research and development cannot solve fundamental problems. If Huawei mobile phones want to make achievements, they must transform from technology to marketing! Establish new brand awareness through marketing! "

Calculating this time, Yu Dazui should also come to the stage at this time.

Huawei mobile phones should also enter a recovery period under the new concept.

Once the brand is supported, with Huawei's technological accumulation and hundreds of thousands of talent reserves to create product ideas, there will be a chance for Huawei mobile phones to soar into the sky.

Zhou Shaoning didn't take Huawei seriously at all.

He is now thinking about Apple.

This time, the iPhone 6 imitated the Aster 5 last year in every aspect, but it became a world-class hit model, which brought him a great shock. This also prompted Zhou Shaoning and Zhou Buqi to consider that they must change the strategic positioning of Aster at this stage.

Aster's goal is to become a world-class technology company.

If he only focuses on the domestic market, he doesn't have to worry so much.

Because Aster's brand in China has been established, and market awareness has been formed. With awareness, it is equivalent to sitting on the Diaoyutai, watching other products have new functions and new designs, and copying them for your own use.

Anyway, other brands lack market awareness, even if they are original, they can't sell much.

Aster has a higher awareness, and all the ideas are copied, but they can also be popular in the market. If Aster works a little harder and makes some independent new designs and new technologies, it will be enough to cause collective excitement in the market.

Apple's position in the global market is similar to Aster's position in the domestic market. Especially in the Cook era, the creativity of the iPhone has been greatly reduced, and the product concept has become more and more in line with the market... But this is not important, Apple's brand and market recognition are there.

Apple can't compete, but I can't.

When others come up with something new and interesting, and then copy it and put it on the iPhone, it will be enough to create one hot-selling iPhone after another.

What Zhou Shaoning is most concerned about now is how Astar can break through in the global market and find a way to compete with Apple in the long term.

Zhou Shaoning took a deep breath and said in a deep voice: "The Hammer phone is to Astar, just like Astar is to Apple. If you want to break through, you still have to fight a cognitive war!"