Zhou: strategy is not in Nike Lunar Haze the clouds, must fall to the productwithin the company, I do oppose critic, entrepreneurs do not do it first critic. Critics standing high-end, industry issues to talk about, talk about the pattern, this thing really does not make sense. The more abstract a lot of problems after that words are correct nonsense. No matter how large or small businesses, when faced with challenges facing a transition time, need to give proof of concept, to abandon the platform of thinking, to give up the idea of a game in a lot more focus should be to look at the user's body. Specifically, it is to stop and think about it, I have to do something, or I've done something, its users are? User using my product, any problems? What do I place not good enough, you can do better? Any defective place, there is room for improvement, all represent opportunities for innovation, it represents the potential market opportunities. Strategic planning because no matter how well the event, eventually you fall to the strategy, we need to open markets, and to open up the market, the most important move the user's heart. This is a very crucial pointcut can not find all of your strategy is air. When N challenges companies face when Apple, N company made a very ambitious plan, spent more than 60 billion dollars to buy up a company to do the map, buy the Internet company, is a magnificent structure. Today they are with Microsoft cooperation, there is also a magnificent structure. N I have been using the company's products, but I think the company has never N from the user's point of view, from a product point of view to think. Now users with these phones, when in the end encountered any difficulties. Executives I think they do not have Apple's phone, so they do not know how to win in the end Apple phone users. Do you really think Apple's success is due to the strategic planning at the macro well? I will not talk strategy, I do not know the strategy. I think Apple has no strategy. If there is that there are strategies then all strategies are user-strategy and product strategy, continue to find the user's needs, and continuously meet the needs of users, put it to the extreme. Consumers are not rational, consumers choose a product, to abandon a product, not because you have good technique, or poor technology, users are feeling from the bits and pieces. Why am I talking about micro-innovation? I mean micro, for consumers, the feeling is a tiny point. The reason why consumers use your product, it may be because it is a small point. Consumers are not rational, is particularly emotional. Today's consumers are more emotional than before, the product is not to fight the last function, fight technology, but fight experience. Apple did not patent the core mobile communications, some are patent appearance. What is CDMA, what the chip and the like, are not. But Apple has swept across the wireless Internet terminal, past the big companies were trounced. If the Internet is a revolution, then, what it means for business? From my perspective, this is the Internet consumers Air Jordan 1 have more right to know and the right to choose, the Internet make information more symmetrical. In the age of information asymmetry, buy sell fine, no business is not evil, enterprises through advertising, through advocacy, Air Jordan 7 Retro use of information asymmetry to educate consumers of information, in which case the consumer to buy your stuff. Once the money at hand, the company's marketing task is complete, just like consumers say goodbye. The last service is forced to make a link. Today, the Internet has changed all that, the right to speak of consumers is growing, so the user experience will become increasingly critical success of a product. This time, the selling point of this concept is obsolete. Because you can not go through the selling indoctrination to the user, the user is not buying things just as you end the relationship, just users to buy your products, with your product, this time the user experience journey began. If the called user can not be a strong selling point for awareness and perception, then the advertising and marketing is a fake, ineffective. When you get something, they know that they cheated. By high advertising investment, a lot of fatigue bombing, Nike Air Force 1 channel agent on the ground and light, this traditional practice, only one goal, and that is to find ways to sell the goods. However, this approach can not be formed reputation, because there is no experience, can only form a one-off sale, we shot for a place. If today you want to be a popular product of the company, you have to completely abandon the idea, but should try to get your product when handed the Nike Shoes hands of consumers, can form a exceed consumer expectations, can make them a surprise. If you can not do everything, then at one point, allowing users to completely feel it has done absolutely stick, in order to truly create a virtuous cycle. For example, a well-known company to promote CDMA mobile phones, mobile phones find a lot of planning master plan selling, claiming green no radiation. But the selling point will not be successful, also proved true. Why? Because consumers can not judge the CDMA phones are not really small radiation. CDMA mobile phone radiation may actually be small, but consumers can not perceive. It can not be perceived to mean no. Later, the company has got a selling point, CDMA mobile phone anti-eavesdropping. But it is also a pseudo needs. Unless you're a heavyweight, the average consumer is not worried about being tapped, because vinegar tea all day, and nothing worth eavesdropping. So, that for Air Jordan 8 Retro ordinary consumers, can not produce experience. Even if I was tapped today, how do I know this phone may Theft listening? They still can not be verified. User experience, understood as a product of past interaction, appearance and packaging. Wrong, this thing today, the user experience may be the key to success of the product. This is not to say that companies do not do strategic planning, but that business to achieve a certain scale, to do strategic planning, they must obtain specific to the product. Strategy can not stay the Kids Nike Trainers cloud, it must fall, to how to solve specific customer problems. I think this is a very important product concept.