A few days ago, see the WeChat public "rhinoceros financial" made a chart, listed in the past decade the world's top 20 market companies list. The results you will find that some companies, such as Microsoft, the past 10 years has never fallen out of the world's top five. But some companies are not the case, such as the 2005 market capitalization of the fourth Citigroup, by 2015 already out of the world before the twenty; there are British oil giant BP, but also from the world's fifth in the top spot Directly out of the top 20 list. Why some companies in the development of the times can continue to update, keep the youth, but some companies can not stand to toss, a few years on the old bead it? In fact, the answer is particularly simple, just like biological evolution is "natural selection, the survival of the fittest", the company is no exception, but also have to adapt to environmental changes, the only way to evolve, more powerful.

What should I do? 

First of all, the first method is to seize the initiative, to provide services on the market. For example, a company called Schlumberger, is the world's largest oilfield technology services company. It has been in the past 10 years, it has been maintained in the world's top fifteen position, then how is it done? Nothing is to continue to tap the new needs on the market. At the end of the 19th century, the oil industry began to explode, the famous Shell, BP has become a giant in this field. But you need to develop the oil industry first oil production, ah, Schlumberger aimed at this demand, set up the earliest oil exploration and drilling services company, for those oil companies. Before there is a paragraph that the United States when the western gold rush, gold rush people are not rich, but the people selling the shovel full of wealth, is the truth. But you think to seize the technical opportunities to end? It is not. Oil service market competition is very intense, in order to maintain long-term lead, alone this move is not enough. Schlumberger also has a new magic weapon, that is, through the acquisition to expand their market, faster than others step. Such as oil exploration need logging, drilling, Schlumberger on the acquisition of the two companies specifically to fight the two markets. And you need a tool for drilling, so it has received several companies to become a drill and drill liquid manufacturers. So you see, the market is ever-changing, in order to ever Evergreen had to seize the initiative, to provide services on the market. This is the first evolution of the company. The second point, you have to understand the needs of customers, and timely transformation. The best example is Boeing. Boeing in the early aircraft companies and inconspicuous, with many of the mainstream aircraft companies at the same time, Boeing's business is also the main military orders. When did the Boeing rise really? After World War II. At that time, the aircraft market structure has undergone tremendous changes, the traditional military market shrinking, large civil aircraft market began to rise and grow. So at that time many other aircraft companies are not the same, Boeing immediately adjust their own product line strategy, developed a Boeing 707 jet large civilian passenger aircraft, then received thousands of aircraft orders. You see, Boeing is not the first aircraft R & D, not the pioneer of the first civil aircraft, but it improved in the civilian aircraft market products, but the best to meet the customer for security, space, comfort and cost Of the demand, so the invention of the Wright did not laugh the last, the other aircraft companies also stalemate in the military market customer demand trap can not get out, but brave to the blue sea into the Boeing finally became the industry leader. This tells us that insight into customer demand is a great secret to keep the company great. Finally, the company keeps the third point of evolution, and you have to adjust your comparative advantage at any time to respond to changes in competition. For example, many of the traditional offline retailers are now declining, because their original comparative advantage is the physical store operations and sales capabilities, that the impact of the electricity business, they did not adjust in time, so it is difficult in the competition Survive. In this regard a good representative is IBM. The company's early main business, in fact, is the staff attendance with the punch card machine. At that time its comparative advantage is the technology of special cattle, and in order to maximize the competitiveness of this, IBM also invested in the first enterprise into the laboratory. At that time, IBM's business almost occupied more than 80% of the US market share, is the leading computer industry. But later, IBM's technical advantages have been unable to help it remain competitive, and under the impact of a new generation of computers IBM even into a huge loss. That face the changes in the market environment, IBM began to reflect this time: Oh, the original market competitiveness more and more focus on the channel, and its own advantage lies in the accumulation of technology, the cost is too high, and how to compete with the new generation of enterprises What? So, IBM immediately made a transition to high-value business services market development, the final story we all know, IBM regain new life. So you see, we usually emphasize innovation, but innovation is only the first step in the development of enterprise competitiveness, in order to continue to maintain this competitiveness, but also need to constantly adjust themselves to adapt to the ever-changing market environment. Adaptation is the fundamental of the vitality of the enterprise.