Phases
The distribution map reflects the sequence in which different types of users enter the market and the stage of demand development before the market reaches saturation. According to the sequence in which users enter the market, they can be divided into fiv
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Phases
Just like all living organisms, firms have their own lifecycle. From start-up to growing-up, expansion and transformation/decline, co-evolution strategy redefines firms’ lifecycle
3.1
Lifecycle of User Elements
3.1.1
Lifecycle for User Elements
3.1.1.1
Distribution Map of the Sequence in Which Users Accept New Products
The distribution map reflects the sequence in which different types of users enter the market and the stage of demand development before the market reaches saturation. According to the sequence in which users enter the market, they can be divided into five categories: innovators, early users, early followers, late followers and laggards. Among them, innovators and early users enter the market in the embryonic period of demand development. Early followers enter the market in the growth stage of demand development, while late followers and laggards enter in the mature stage. When all the laggards enter the market, the market demand reaches saturation. The characteristics of different types of users determine the sequence and proportion of their entry into the market.
© Beijing Huazhang Graphics & Information Co., Ltd, China Machine Press 2021 J. Y. Lu, Co-evolution Strategy Canvas, https://doi.org/10.1007/978-981-15-5988-4_3
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3 Phases
Innovators Innovators are generally technical fans and enthusiasts. They have fun from being the first to experience new products. Even if the products are not perfect and the price is high, innovators are willing to try. Innovators account for roughly 2% of all users. Early Users Early users are the second to enter the market. They are generally followers of fashion, or they have seen the important application value of the products in the future. The forward-looking pursuit of technology or products prompts the innovators and early users to enter the market during the germination period of demand development. Early users accounted for roughly 13% of all users. Early Followers Early followers represent the trend-setting crowd in the mass market, whose participation marks the beginning of the growth phase of demand. Early followers are curious about new technologies and products, but they were also pragmatists who will assess the benefits and costs of using new technologies and products, and only if the products could bring them more than the cost benefits will they consider using. Early followers may reach 35% of all users when the market is saturated. Late Followers After the early followers have proved that the new products can meet their needs, the late followers will join the market. The channels for them to obtain information are usually traditional, the time to obtain information is relatively late, and their acceptance of new things is relatively low. Late followers may also reach 35% of all users when the market is saturated. Laggards Laggards are the last group to enter the market, accounting for roughly 15% of all users. They are usually conservative and don’t like new things. These users usually accept the products only when they have to do t
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