Five steps to achieve "disruptive" growth

1. Select a pointcut

Choose an entry point that your competitors don't pay much attention to, and use all of your resources in this small market. Any move in the positive market and strong opponents is not worth the candle. For example, entering the auto industry at the very beginning, it may easily lead to failure in the field of high-end vehicles, or in areas where sneakers and other giants compete for fierce competition.

2. Create a "killer" product

The products launched by the company in the early stage must be attractive enough to consumers. It will save a lot of market expenses, bring enough upfront profits, and generate enough influence. Therefore, there must be a product with a killer significance, such as Chery's situation, TCL's gem phone, Sony Ericsson's T618, etc. are all open with a product.

3. Follow your own pace

If you follow the pace of industry leaders, it will never keep up with them. The premise of acting as a “breaker” for the industry is not to act according to the rules of the opponent, but to find their own unique ways and rules and set new standards for the industry. An Dema started with relationship marketing, and BYD started regional marketing and they all succeeded.

4. Create continuous "destructive power"

The short-term shock can only make the “breaker” a short-term success. In order to launch an impact on the industry, it is necessary to cultivate sustained “destructive power.” It took Samsung a decade or so to build its leadership in the digital world. It took more than 20 years for Hyundai to stand in the world.

Under the premise of flexibility, we must gradually strengthen our capabilities in technology, talent, marketing, etc., and continue to invest in brands so as not to be overthrown by giants. Huawei started with "low prices" to enter the market, but now it has begun to compete with its competitors.

5. Extend to a broader area

A product does not produce enough destructive power. Step by step, and constantly develop new product lines, in order to compete with a strong opponent on a larger platform.

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