Last year in October, Web2.0 Summit in San Francisco, Jeff Immelt took out a "BlackBerry." Up the audience at once curious, why is the CEO of General Electric does not want to display their products. However, we found a close look, this gadget is not any communication products - the first part shows the ultrasound image of a patient's lungs, below is the action button.
"This is our latest device,glue stick called Vscan. And two or three years ago, 250 thousand U.S. dollars a function of ultrasound console is almost the same." Immelt said.
Medical equipment industry in a number of people who seem, Vscan available meaning the birth of perhaps no less than iPhone caused shock in the mobile space. Not only did it because Vscan portability and functional unity, glue gun but also make the price cheaper.
Thanks to contributions from the Chinese market. In 2010, the official listing Vscan, production base in China, but also China's R & D team to develop the Norwegian team.
In fact from the last year, the GE Healthcare sector is the most significant change, from the Chinese market, "reverse innovation" - from China and other emerging markets innovative products, experience, mode of transport started to developed markets in Europe and America, they used to After the first European and American multinational companies a new approach to emerging markets - more and more cases. Not only from Chinese products, such as ECG Mac800, ultrasonography Logiqe etc. (For details, please check in Gemag.com.cn "pacemaker" article), began to sell the United States and began working in the medical sector to "reverse innovation "The systematic operation.
The first is the development platform for system support. May 2009 General Electric announced the "Health to Create" program, the company will invest in 6 years, 30 million to develop at least 100 kinds of medical care can reduce costs, improve health care opportunities and medical quality, innovative products, so that more patients can affordable access to these devices, many of which are in China R & D tasks. In 2010 by planning to have a product in the pipeline.
And in "Inchinaforworld" "reverse innovative" ideas, some of China's R & D projects will be through access to GE's overall platform market from other countries and regions, research and development support.
In the marketing front, and even some creative ads in the Chinese market began with the global. Such as General Electric in China produced a group of goldfish swimming in the ocean's overall image of the ad, has been translated into English in the U.S. market. A General Electric in-depth warm rural health care market advertising, but also on the GE Healthcare Global's website.
Difference and similarities.
In 2000, General Electric Global Ultrasound business executives 奥马尔伊什 lako (OmarIshrak) plan to do a portable ultrasound device, because it is a new product, the world's eight research centers are nobody dared to touch this problem. The results were small number of Division of Ultrasound, "not many other things in hand" and the young do not know the depth of the accepted. Operational and technical guidance of his department head Xi water on "Global Entrepreneur" recalls. Results for Xi water their surprise that only took 2 and a half years or so, his department would come up with features for the Chinese market its first portable ultrasound instrument LogiqBook.
Also led to his surprise, surprise, this product has been well received at headquarters of General Electric, and Salt Lake City Winter Games in 2002 produced a special carrying LogiqBook African doctors do check image advertising, a significant influence. Headquarters of the Chinese team from beginning to trust, to be specifically authorized to be responsible for global product development.
Xi water and colleagues live up to expectations, one after another upgrade LogiqI, Logiqe, Venue40 and other products, some of which products are sold to the U.S. market.
To two or three years ago, Harvard Business School professor Weiguyige text Darraillan found this story, he and General Electric CEO Jeff Immelt, the global communication of the characteristics can be summed up, and Xi is responsible for water order to communicate various types of materials and headquarters. Final Guyi Ge Wen Yang and Jeff Immelt Dara co-wrote the "General Electric's self-subversion" article, the official presentation of "reverse innovation" concept.
Now "reverse innovation" has become the practice of many multinational companies strongly target, and with the gradual slowdown in growth in developed markets, the rise of the Chinese consumer market, and gradually the local creative activity, has been a growing number of cases in such as Siemens, Dell, Intel, HP and other multinational companies who.
In theory, multinational strategy evolved from globalization, localization to the reverse process of innovation. However, the "reverse innovation" is not an alternative globalization. Globalization is still dependent on multinationals of the core management model, this case, you need to Shouxian of the Chinese market is a deep understanding of Manzu local demand; followed other markets in the Tui Guangdao time to consider the to the common, they need to have sensitive antennae market and found that open up new market demands, rather than the traditional product market competition for existing space.
"In order for innovation to develop the reverse, General Electric R & D has taken on global Moshi, where Zui Shi Ge Jue Ding Ke Guan's research and development products and Zui Zhong He Xin part of the finished product, which helps Fanxiangchuangxin product in the She Ji Chong Xiang stage is for the number of market services, rather than the traditional sense, with a market-oriented. "GE Healthcare headquarters in charge of the relevant person's interpretation.
More effective at this stage "reverse innovation" is at the beginning of research and development of products for the China market, we should also pay attention to the possibility of the world.
China's health care reform in the context of rural health care market is not only to become multinationals and local companies are competing in the potential market for innovative products reverse the soil. Rural infrastructure limitations caused by the higher product performance requirements, in the promotion of the global market, they also have other advanced. "We are no longer a single product provider, but the disease itself on providing complete solutions, which design considerations on the much more complex than producing a single product." GE Healthcare President and CEO Greater China Saunderson (MarceloMosci) on "Global Entrepreneur," said.
Such as portable ultrasound, the typical use in China is in the rural areas in black and white portable ultrasound equipment, diagnostic liver, gallbladder, and other gynecological diseases. But the global market and China's R & D team discovered that in addition to specialized foreign Ultrasound, other sections will be equipped with high end color portable ultrasound equipment as a supplementary tool. In the operating room, anesthesiologists anesthetic injection to control the safety, efficiency, hope ultrasound monitoring to neurons. Therefore, China's team on for anesthesia, orthopedics and other market segments, develop differentiated products, and competitors distinction. The cost of inputs in Europe and the United States less than 20% to 30%, sales price is almost one half of production in Europe and America, performance was higher than its competitors.
In addition, product differentiation has also avoided the "reverse innovation" products in developed markets and other high-end GE competition. Such as Mac800, most start in the low-end market positioning, both from the exterior to the design reflects the accuracy and portability, it offers general-purpose laser printer, rather than the high cost of conventional ECG thermal paper to print. The output format with common PDF format, but also data sharing should be the community's demand for health care reform designed. This economical, portable and other properties, the economic crisis in the U.S. market to meet the needs of a number of small clinics, and past General Electric in the United States mainly to high-end products, the lack of such a main clinic markets.
Even the latest appearance of Vscan, also opened up new markets rather than to occupy the traditional market. It provides the primary diagnosis in the initial stages of the introduction of the possibility of image, this will increase the accuracy of the final diagnosis so that the whole process more reasonable, but it does not substitute for other needs of radiology. At present, General Electric's R & D cooperation in the platform, the integrated solution is to not only combine a variety of products available to customers, or the same product Bumen regional cooperation, but also may be a different product co-development products.