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

Innovation

Ideation

Creativity

Intent

Execution

Craftsmanship

Rendition

The Shanzhai phenomenon.

Shanzhai marks a temporary, not the ultimate state of an organization’s evolution.

Hiroshige(original)

van Gogh(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 a direction for further growth. In a country that values respect and continuity between generations as much as China does, can we look at Shanzai as a step, 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 to project status and upward social mobility.

面子Miàn Zi

In a country socio-economically as divers as China, putting your best face forward drives many behaviors and aspirations. Shanzhai products can play an important role by providing the insignia to project achievement or upward social mobility.

In a country socio-economically as divers as China, putting your best face forward drives many behaviors and aspirations. Shanzhai products can play an important role by providing the insignia to project achievement or upward social mobility.

Shanzhai products can actually play in favor of the established brands. I learned that sometimes customers might only become aware of ‘the real thing’ through the purchase of an equivalent Shanzhai product - especially in low tier cities where western brands often lack branch presence.

Shanzhai are among the truly customer centric businesses in 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 difficult regulations the Chinese government has established to become an official manufacturer.

The Shanzhai ecosystem that can crank out products in one-tenth of the time, unencumbered by moral, legal or institutional barriers, can be seen as more customer-centered and responsive than their legally established competitors in China - an opportunity, rather than a threat?

Given their fast product-to-market cycles and their non-commitment to regulations and business alliances Shanzai manufacturers can be seen as more customer-centered and responsive than their legally established competitors in China.

Shanzhai redefines the relationship between the inventor and the maker.

... an ancient form of Google Wave, where ideas invite conversations - and sometimes imitation ...

In post-renaissance western cultures the inventor often enjoys higher appreciation 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 the initiator 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 the initiator 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 from Shanzhai companies?

Have the headand the handwork together.

Accept what you don’t know. Jump in, get dirty.

Know what you are selling. Love your product!

Increase TTM through incremental innovation?

Understand your customers and their needs.

Co-create with yourcustomers.

Be easy to deal with. Be a good partner.

Stop obsessing with protecting your ideas?

Hire good people. People who network.

Hire good people. People who network.

People who love what they make.