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Shanzhai Innovation
 

Shanzhai Innovation

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Can a copy be more truthful to an idea than its initial rendition?

Can a copy be more truthful to an idea than its initial rendition?

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    Shanzhai Innovation Shanzhai Innovation Presentation Transcript

    • Shanzhai Innovationby Rainer Wessler, Executive Creative Director
    • frog drives innovation for the connected world
    • frog drives innovation for the connected world
    • frog drives innovation for the connected world
    • Innovation
    • InnovationIntent RenditionIdeation ExecutionCreativity Craftsmanship
    • The Shanzhai phenomenon.
    • Shanzhai marks a temporary,not the ultimate state of anorganization’s evolution.
    • Hiroshige van Gogh (original) (copy)
    • Traditionally, copy and repetition are key ingredients to Chineseeducation and training programs and do not demonstrate a lack of ideasor originality, but a statement of respect. Frequent iteration andincremental improvement are seen as a necessity to achieve perfection.
    • Only after acquiring the basic skills of a trade, creativity is encouraged as adirection for further growth. In a country that values respect and continuitybetween generations as much as China does, can we look at Shanzai as astep, but not the end state in an organization’s evolution?
    • An ecosystem that not only delivers truthful copies of productsbut also creates novel feature and brand permutations.
    • Shanzhai products help toproject status and upwardsocial mobility.
    • Miàn Zi面子
    • In a country socio-economically as divers as China, putting your best faceforward drives many behaviors and aspirations. Shanzhai products can playan important role by providing the insignia to project achievement or upwardsocial mobility.
    • In a country socio-economically as divers as China, putting your best faceforward drives many behaviors and aspirations. Shanzhai products can playan important role by providing the insignia to project achievement or upwardsocial mobility.
    • Shanzhai products can actually play in favor of the established brands. Ilearned that sometimes customers might only become aware of ‘the realthing’ through the purchase of an equivalent Shanzhai product - especially inlow tier cities where western brands often lack branch presence.
    • Shanzhai are among the trulycustomer centric businessesin China.
    • This is not a basket of eggs.It’s the tip of an iceberg.
    • For most people shanzhai - or imitation goods, have a derogative association.However, one of the motivations for going Shanzhai is to avoid the difficultregulations the Chinese government has established to become an officialmanufacturer.
    • The Shanzhai ecosystem that can crank out products in one-tenthof the time, unencumbered by moral, legal or institutional barriers,can be seen as more customer-centered and responsive than their legallyestablished competitors in China - an opportunity, rather than a threat?
    • Given their fast product-to-market cycles and their non-commitment toregulations and business alliances Shanzai manufacturers can be seenas more customer-centered and responsive than their legally establishedcompetitors in China.
    • Shanzhai redefines therelationship between theinventor and the maker.
    • ... an ancient form of Google Wave, where ideas invite conversations - andsometimes imitation ...
    • In post-renaissance western cultures the inventor often enjoys higherappreciation than the craftspeople who make it happen.
    • Can a copy be more truthful to the actual idea than it’s initial rendition?
    • Yes it can :-)
    • Only in arts and pop culture we see symbiotic relationships between theinitiator of an idea and the ones who are the excelling in bringing it to life.(think Beethoven & Glenn Gould)
    • Only in arts and pop culture we see symbiotic relationships between theinitiator of an idea and the ones who are the excelling in bringing it to life.(think electronic music / sample and remix culture)
    • Shanzhai innovation in the‘connected world’ ...
    • One open briefing, three independent teams = one idea?
    • Do ideas converge in the connected world?
    • Has innovation turned into a community effort, a public sport?
    • A community of designers volunteering their ideas to brands they admire.
    • What can we learn fromShanzhai companies?
    • Have the headand the handwork together.
    • Accept what youdon’t know. Jumpin, get dirty.
    • Know what you areselling. Love yourproduct!
    • Increase TTMthrough incrementalinnovation?
    • Understand yourcustomers andtheir needs.
    • Co-createwith yourcustomers.
    • Be easy to dealwith. Be a goodpartner.
    • Stop obsessingwith protectingyour ideas?
    • Hire good people.People whonetwork.
    • Hire good people.People whonetwork.People who lovewhat they make.