RE-SEGMENTED EXISTING MARKET(LOW COST AND NICHE)
被重新细分的现存市场(低价&精进)

A new product entering an existing market with a sustainable,dramatically lower price,not only takes market share from incumbents,but expands the size of the market by selling to price-sensitive customers who otherwise do not purchase from anyone.Either customers will stop using a competitors’ product and use yours because of significant cost savings or they will simply start using yours because they could not afford to use your competitors’.
如果一个新商品顶着风暴价的招牌打入市场的话,不仅仅会在市场份额上分一杯羹,而且能通过扩大本来不买这类产品的价格导向型消费者规模来扩大市场。也就是说消费者们要不然就是舍弃正用的产品来用你的,要不然就是直接开始用你的,因为竞争者的价格相对昂贵。

Similarly,a new product entering an existing market with unique functionality targeted at a specific user class,not only takes market share from incumbents,but expands the size of the market by selling to new customers brought to the market by the new functionality.Either customers will stop using a competitors’ product and use yours because your functionality better matches their needs,or you will acquire new users because existing products never adequately fit their needs.
同样的,等一个拥有更好性能的、指向性明确的新商品出现在市场中时,不仅仅瓜分了市场份额,而且通过新功能能够吸引更多的消费者,从而扩大商品市场。也就是说消费者们要不然就是舍弃正用的产品来用你的,因为你的商品性能更符合他们的需求;要不就是吸引到新用户,因为你的竞争者达不到他们的要求。

“RULES OF THUMB”
“拇指规则”(经验法则)

The toughest distinction to make is whether your product represents a new market,or is re-segmenting an existing market.There is a tendency for startup entrepreneurs to believe that they have a new product for a new market,though this is rarely that case.It can be argued that most technological advances either lower costs or enable new functionality that improves problem resolution within existing markets.True market disruption often requires major technology innovation or uses existing technology in a new and unforeseen way.Most likely,you are re-segmenting a market.
最难辨别的事情是你的商品代表了新的市场还是一个被重新分割的现存市场。新兴企业往往会觉得自己开辟了新市场,尽管这件事往往不是真的。现存市场中的价格战争和性能进步永远是争论的话题。真正的市场结构性改变源于核心技术的革新与商品全新架构模式的建立。大部分情况下,你只是处于一个被重新分割的现存市场中。