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Blue Ocean Strategy is a framework brought up by Kim and Mauborgne through their book Blue Ocean Strategy, arguing that companies are able to create successful story through creating ″blue oceans″, which means uncontested market space rather than competing with each other on the existing market. Blue oceans come in the contrast with Red oceans, which represents all the existing industries today. In blue oceans, demands are created instead of fighting over. Daxue Consulting’s staff strongly believes than the Blue Ocean strategy in China can be extremely promising when used on relevant markets and with good expertise.There are four principles need to be adhered to:

  1. To identify the untapped new market space and to structure market with new boundaries and rules
  2. Always focus on big picture
  3. Reach beyond the demands in existence of today, or to create demands
  4. Conduct strategic sequence

According to Chief Executive China, the one of the most popular management magazine in Mainland China, Blue Ocean Strategy has been voted for No.1 among the ‘Top 10 Management Practices’.


Chinese star APP WeChat is an excellent example of successful Blue Ocean Strategy in China

The cornerstone of the Blue Ocean is to value innovation. 10 or 20 years ago, people may rarely associate China with technological innovation. But today, a social network APP sweeps the globe with its blue ocean strategy and recorded the highest number of daily users. This APP is Wechat.

To surf in the Blue Ocean does not imply that we should only look for new opportunities in completely unknown industries. But it seems to be a perfect strategy to develop in such high-potential market. Chinese consumers are really eager to discover new kind of consumptions.

blue ocean strategy in China

Huge potential for foreign brand through Blue Ocean Strategy in China

Apple is the best example of a successful blue ocean strategy implemented in China. What makes Apple stands out is that they are always looking into new markets and creating new experiences. The star product of Apple, the Iphone is crazily welcomed in Chinese market with its cutting-edge design and function. More importantly, Apple turned the mobile into a symbol in China. It is a symbol of fashion, luxury and high social-rank. Now, Apple is launching the Apple watch to keep this position of pioneer in China.

Daxue Consulting provides Blue Ocean Strategy insights to position you ahead of the Chinese market

China is a market extremely eager for innovations. Therefore, blue oceans areas are many. The shift from ‘Made in China’ to ‘Created in China’ is underway, and we believe that the accomplishment of this process is just a matter of time.

Daxue Consulting considers each project as a unique and new challenge. With our services including store checks, Focus groups , Mystery shopping, Market analysis, In-depth and quantitative interviews, Daxue will provide you will the cutting-edged market analysis of the industry and product in China. Based on the data and report, we will offer you Chinese market tailor-made business plan and go to market strategy with a ‘think out of box’ Blue Ocean Strategy. Cooperating with China market expert- Daxue consulting, we will identify the opportunities in the red oceans.

Voir aussi: Forbes / Google books

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