In the past, mass market consumer brands have been convincing us to pursue fashion and eager for what others have. The biggest advantage of Starbucks, GAP and other brands is to provide the same experience for consumers around the world. But technological innovations have made everyone more and more inclined to individualized products and experiences, and even began to pursue "absolute perfection," which makes the company not necessarily the bigger the better.
Heminant Taneja, a venture capitalist, and Kevin Maney, the author of the two, "Descale: How Artificial Intelligence and Next-Generation Enterprises Create Future Economy (Unscaled: How AI And a New Generation of Upstarts Are Creating the Economy of the Future), which argues that artificial intelligence and the technology wave that it spawns enable highly focused small-scale innovative companies to compete with traditional old-style economies of scale. "Going to scale." The future of scale customization is in the hands of independent creators, and emerging companies can provide new experiences for targeted markets and users with personalized needs.
Unscaled
How AI and a New Generation of Upstarts Are Creating the Economy of the Future
Hemant Taneja, Kevin Maney/
Piatkus March 2018
Technology has spawned "de-scale"
For a century, consumer brands in the mass market have often kept us flowing. We have been buying standardized products such as Starbucks coffee and GAP jeans. Their original intention and advantage are to attract as many consumers as possible and give consumers around the world the same consumer experience. But now, the situation seems to have changed. We no longer want to buy the same things as others, and technology makes personalization possible. Emerging companies such as private custom companies and 3D printing services are redefining a new era, giving each of us what we want: a product and consumer experience that is unique to one person, not everyone.
Protolabs, a manufacturer of prototype custom and on-demand parts, said its CEO, Vicki Holt, said: "The demand for personalized products and mass customization is a trend and will continue to grow. Today, companies need to differentiate their products, sell at high prices, and connect with consumers. Just as the traditional automobile manufacturing industry is coming to an end, the Black Ford T-cars bring the same assembly line, and now have a certain scale of customization. It is also the need of the times."
Writer Kevin Maney and venture capitalist Hemant Taneja made an anticipation of the industry's general trend in the book Unscaled, the consumer market. The transformation is one of them. This is not a technological wave that start-ups are hampering established companies, but artificial intelligence and the technology that has spawned them, enabling highly-focused small-scale innovative companies to compete with traditional old-style economies of scale, which they call “de-scale”.
Artificial intelligence enables learning and understanding of individual consumers. Therefore, small businesses can specialize in targeted production and services for those markets with strong individual needs but huge potential, and even the entire market.
The future of scale customization
In the hands of independent creators
The traditional approach is usually to win by the scale of the factory, the large distribution network, and the large number of store shelves. But now, these are becoming more and more troublesome and burdensome. For example, in the razor industry, although P&G has a wealth of resources, it lost its market when competing with more flexible start-ups such as Dollar Shave Club, a US unicorn company that specializes in razor products. Share. These start-ups are free of suppliers and contractors, can directly face consumers, and are faster to market, providing new experiences for new users in a narrower market. With these advantages, they can steal a large market share from the current market occupants.
It can also be seen from the example of Stitch Fix that a more personalized consumer experience works. Founded in 2011 by Katrina Lake, Stitch Fix combines artificial intelligence with manpower to provide a custom look for every consumer. The products sold by Stitch Fix are mass-produced, but the style and size of the clothing are tailored to each consumer.
New users of Stitch Fix first need to complete a close-up of online style, explain their size, size, answer some questions, and reveal some information about their lifestyle, such as "What occupation do you work for?", "Do you have children?" . The stylist then picks up five pieces of clothing based on your style. Consumers can buy their favorite clothes and then send other clothes back, and artificial intelligence can further understand the consumer style based on the selection of these clothes. Every few weeks, the specific interval is set by the user, and Stitch Fix will resend a batch of clothes that will be left or returned by the consumer. With these transactions, the software can understand the consumer's personal preferences, and in the long run, they can even better guide the stylist, so that the clothes sent by the stylist are right for the user's appetite.
Stitch Fix's evaluation is now well-deserved, and it scores only 3.6 stars (out of 5 stars) on Facebook. But even if this model is not perfect, it is still a case of scale customization and can represent a trend. The clothes may not be customized, but the consumer experience is definitely. Stitch Fix's goal is to understand consumers and find clothes that are right for them but they may not know. In the past, this vision was only achieved by relying on private buyers, who needed a lot of manpower. Artificial intelligence and data create a personal relationship between consumers and businesses. Although this relationship is not real, it is precisely because of this, this private order is more likely to achieve large-scale development.
Another case is that the scale of consumer products will become reality with 3D printing. Currently, 3D printing is still in its infancy. But maybe within ten years, the new shoes or new chairs you ordered will no longer be remote factories from mass production. In contrast, many companies make small-scale, customized productions based on ordering.
Shapeways, a 3D printing customization platform, was founded in 2007. With the above assumptions, it has raised more than $100 million in funding, including $30 million raised earlier this year. Shapeways can provide 3D printing services to any user who has design content or needs design assistance. Next, Shapeways wants to help creators in specific industries package and market their products while serving consumers. In April 2018, Shapeways CEO Greg Kress said: "We believe that the future of scale customization is in the hands of independent creators. The production technology of 3D printing is only the driving force to achieve this goal. force."
"Sales of Satisfaction" is being abandoned
The combination of artificial intelligence, data, and 3D printing allows companies to deepen their understanding of individual consumers and then offer or build proprietary products. If you can choose between your own and popular products, which one would you choose?
A study by PricewaterhouseCoopers states: “Today's consumers, especially younger consumers, are abandoning the deep-rooted 'satisfaction rule'. The term was coined by the economist Herbert Simon. Because of the limited accessibility and lack of information, consumers tend to be satisfied with 'good enough' instead of pursuing 'absolute perfection'. The situation has changed; the new goal of consumers is no longer relatively satisfactory, but Perfect. Now, absolute perfection seems to be within reach."
With the continued development of the trend of “de-scale”, giant companies such as Starbucks, GAP and Apple will have to make adjustments. The advantages brought about by large-scale are gradually eclipsing.
In the new era of scale-up, if a small company has a clear goal and regards individual consumers and consumer experiences as the center of all work, then when competing with companies that do not distinguish between consumers and target the mass market, They are more likely to win.
Follow Me
——END——
Heminant Taneja, a venture capitalist, and Kevin Maney, the author of the two, "Descale: How Artificial Intelligence and Next-Generation Enterprises Create Future Economy (Unscaled: How AI And a New Generation of Upstarts Are Creating the Economy of the Future), which argues that artificial intelligence and the technology wave that it spawns enable highly focused small-scale innovative companies to compete with traditional old-style economies of scale. "Going to scale." The future of scale customization is in the hands of independent creators, and emerging companies can provide new experiences for targeted markets and users with personalized needs.
Unscaled
How AI and a New Generation of Upstarts Are Creating the Economy of the Future
Hemant Taneja, Kevin Maney/
Piatkus March 2018
Technology has spawned "de-scale"
For a century, consumer brands in the mass market have often kept us flowing. We have been buying standardized products such as Starbucks coffee and GAP jeans. Their original intention and advantage are to attract as many consumers as possible and give consumers around the world the same consumer experience. But now, the situation seems to have changed. We no longer want to buy the same things as others, and technology makes personalization possible. Emerging companies such as private custom companies and 3D printing services are redefining a new era, giving each of us what we want: a product and consumer experience that is unique to one person, not everyone.
Protolabs, a manufacturer of prototype custom and on-demand parts, said its CEO, Vicki Holt, said: "The demand for personalized products and mass customization is a trend and will continue to grow. Today, companies need to differentiate their products, sell at high prices, and connect with consumers. Just as the traditional automobile manufacturing industry is coming to an end, the Black Ford T-cars bring the same assembly line, and now have a certain scale of customization. It is also the need of the times."
Writer Kevin Maney and venture capitalist Hemant Taneja made an anticipation of the industry's general trend in the book Unscaled, the consumer market. The transformation is one of them. This is not a technological wave that start-ups are hampering established companies, but artificial intelligence and the technology that has spawned them, enabling highly-focused small-scale innovative companies to compete with traditional old-style economies of scale, which they call “de-scale”.
Artificial intelligence enables learning and understanding of individual consumers. Therefore, small businesses can specialize in targeted production and services for those markets with strong individual needs but huge potential, and even the entire market.
The future of scale customization
In the hands of independent creators
The traditional approach is usually to win by the scale of the factory, the large distribution network, and the large number of store shelves. But now, these are becoming more and more troublesome and burdensome. For example, in the razor industry, although P&G has a wealth of resources, it lost its market when competing with more flexible start-ups such as Dollar Shave Club, a US unicorn company that specializes in razor products. Share. These start-ups are free of suppliers and contractors, can directly face consumers, and are faster to market, providing new experiences for new users in a narrower market. With these advantages, they can steal a large market share from the current market occupants.
It can also be seen from the example of Stitch Fix that a more personalized consumer experience works. Founded in 2011 by Katrina Lake, Stitch Fix combines artificial intelligence with manpower to provide a custom look for every consumer. The products sold by Stitch Fix are mass-produced, but the style and size of the clothing are tailored to each consumer.
New users of Stitch Fix first need to complete a close-up of online style, explain their size, size, answer some questions, and reveal some information about their lifestyle, such as "What occupation do you work for?", "Do you have children?" . The stylist then picks up five pieces of clothing based on your style. Consumers can buy their favorite clothes and then send other clothes back, and artificial intelligence can further understand the consumer style based on the selection of these clothes. Every few weeks, the specific interval is set by the user, and Stitch Fix will resend a batch of clothes that will be left or returned by the consumer. With these transactions, the software can understand the consumer's personal preferences, and in the long run, they can even better guide the stylist, so that the clothes sent by the stylist are right for the user's appetite.
Stitch Fix's evaluation is now well-deserved, and it scores only 3.6 stars (out of 5 stars) on Facebook. But even if this model is not perfect, it is still a case of scale customization and can represent a trend. The clothes may not be customized, but the consumer experience is definitely. Stitch Fix's goal is to understand consumers and find clothes that are right for them but they may not know. In the past, this vision was only achieved by relying on private buyers, who needed a lot of manpower. Artificial intelligence and data create a personal relationship between consumers and businesses. Although this relationship is not real, it is precisely because of this, this private order is more likely to achieve large-scale development.
Another case is that the scale of consumer products will become reality with 3D printing. Currently, 3D printing is still in its infancy. But maybe within ten years, the new shoes or new chairs you ordered will no longer be remote factories from mass production. In contrast, many companies make small-scale, customized productions based on ordering.
Shapeways, a 3D printing customization platform, was founded in 2007. With the above assumptions, it has raised more than $100 million in funding, including $30 million raised earlier this year. Shapeways can provide 3D printing services to any user who has design content or needs design assistance. Next, Shapeways wants to help creators in specific industries package and market their products while serving consumers. In April 2018, Shapeways CEO Greg Kress said: "We believe that the future of scale customization is in the hands of independent creators. The production technology of 3D printing is only the driving force to achieve this goal. force."
"Sales of Satisfaction" is being abandoned
The combination of artificial intelligence, data, and 3D printing allows companies to deepen their understanding of individual consumers and then offer or build proprietary products. If you can choose between your own and popular products, which one would you choose?
A study by PricewaterhouseCoopers states: “Today's consumers, especially younger consumers, are abandoning the deep-rooted 'satisfaction rule'. The term was coined by the economist Herbert Simon. Because of the limited accessibility and lack of information, consumers tend to be satisfied with 'good enough' instead of pursuing 'absolute perfection'. The situation has changed; the new goal of consumers is no longer relatively satisfactory, but Perfect. Now, absolute perfection seems to be within reach."
With the continued development of the trend of “de-scale”, giant companies such as Starbucks, GAP and Apple will have to make adjustments. The advantages brought about by large-scale are gradually eclipsing.
In the new era of scale-up, if a small company has a clear goal and regards individual consumers and consumer experiences as the center of all work, then when competing with companies that do not distinguish between consumers and target the mass market, They are more likely to win.
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Link:Tenco
——END——
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