Source: Dolphin Business School (ID: jin-xiao-shang) From the "traffic is king" era of e-commerce platforms to the "inventory is king" era of mobile internet, and then to the "value is king" era of private traffic, the consumer internet era is undergoing a continuous process of change. In the future, whether it is an enterprise or an individual, one must continuously upgrade one's competitive advantages to stand out in the rapidly changing environment. In Mr. Yang Yonghua's new book "Reconstruction: Upgrade Your Competitive Advantage", he provides a detailed interpretation of the problems enterprises face in reality, analyzes the troubles that the current internet brings to enterprises, and puts forward the core viewpoint that "what disrupts enterprises is not technology, but customers." Through this viewpoint, he tells enterprises to carry out strategic reconstruction. As the saying goes: "The unskilled watch the excitement, the skilled watch the craftsmanship." For industrial products and intermediate products, the "craftsmanship" lies in understanding the needs of "the user's users", and then actively achieving "integration" with one's own users, so as to enable users to gain competitive advantages in facing consumers. For example, equipment manufacturers that produce standardized products with mass production as their goal may find it unreasonable when users, facing personalized consumption, propose to purchase "personalized, small-batch" customized equipment, feeling that their users' requirements are inconsistent with their own business goals. In response to the problems enterprises face in reality, the book "Reconstruction: Upgrade Your Competitive Advantage" provides a detailed interpretation, analyzes the troubles that the current internet brings to enterprises, and puts forward the core viewpoint that "what disrupts enterprises is not technology, but customers." Through this viewpoint, it tells enterprises to carry out strategic reconstruction. As the saying goes, "All changes are inseparable from the principle." The "principle" is the foundation, and "all changes" are the core and premise. Because the market is changing, we cannot "respond to all changes with constancy"; we can only "respond to all changes with change." Only in this way can we turn "possibility" into "controllability." From the "traffic is king" era of e-commerce platforms to the "inventory is king" era of mobile internet, and then to the "value is king" era of private traffic, the consumer internet era has undergone such a process of change. The first part of the book adds an analysis of the changes in the consumer internet era, revealing that the essence of business is to create customers (users) and operate "customer (user) value." The first part also analyzes the frequent mergers and acquisitions in recent years from two aspects: the reconstruction of the business ecosystem and the inevitability of survival of the fittest. An entrepreneur once said: "The purpose of starting a business is to sell the company and make money." What business opportunities lie behind this statement? Let us decipher it for you. The second part describes the path and methods from reconstruction to rebirth. This part is the conclusion of the book, mainly providing solutions and methods. First, enterprise reconstruction includes 7 major types. They are strategic reconstruction, brand reconstruction, market reconstruction, product reconstruction, marketing reconstruction, system reconstruction, and management reconstruction, providing paths and methods to solve problems from different dimensions. Second, it analyzes the reconstruction of each element through case studies. Because FMCG enterprises, especially food enterprises, have large market space and fierce competition, most of the case studies in this book are FMCG enterprises. It is necessary to focus on explaining the principles, paths, and methods from the perspective of each element with case studies. FMCG enterprises face end consumers, that is, product users. The reconstruction thinking of enterprises is to "enter the lifestyle of customers." Through this approach, they find the pain points of consumers, implement product reconstruction, continuously launch new products to meet consumer needs, enable enterprises to occupy a competitive advantage in the market, and strive to become leading enterprises in the industry. Compared with FMCG enterprises, the reconstruction principles and logic of industrial enterprises are relatively simple. The reconstruction thinking of industrial enterprises and service enterprises is to "enter the production mode of users." Enterprises cannot simply be product suppliers but must become providers of "comprehensive solutions." 1. Taking machinery enterprises as an example. Machinery manufacturing enterprises need to "enter the production mode of users" and think about user needs with a strategic thinking of supply-demand integration. For example, a packaging and printing enterprise should not only meet the packaging needs of users but also consider "user experience" and continuously improve service levels. 2. Taking the advertising service industry as an example. Advertising service enterprises need to "enter the lifestyle of end users" and reconstruct their own value. They cannot simply "sell media platforms and time slots" but should deeply study communication strategies and tactics, telling users what to do when they feel confused, and also telling them why to do it. For example, packaging design companies should not only study how to design packaging but also answer why it is designed this way from the perspective of end users. Of course, the case studies in this part also interpret problems from the perspective of industry and product essence. Facing the era of "total surplus," when enterprise business scale declines, how can reconstruction achieve rebirth? We take beer enterprises and instant noodle enterprises as examples. Beer enterprises should think about how to use "craft beer" to meet people's personalized needs, while instant noodle enterprises should also deeply understand the essential changes of instant noodle products. In the past, the essence of instant noodles was "convenience." Now, instant noodle enterprises should upgrade the essence of the product to "delicious and healthy." The cases listed in this book are some cases from the Guanfeng Consulting team's service projects, and these are retrospective cases. Of course, we list cases only to inspire innovative thinking models for enterprises, not to provide models that can be completely copied. The case section focuses on interpreting Fenjiu and Uni-President. By reviewing the development history of these enterprises, it explains the basic principles of enterprises adopting customer thinking and winning in competition from the perspective of decision-making thinking and top-level design. To inspire innovative thinking models for enterprises, we use the reconstruction theory system to analyze the typical case of "Kodak" and find out the reasons for enterprise failure. In the process of providing consulting and planning services to enterprises, through long-term practice and in-depth research, we have summarized our insights and compiled them into a book, hoping to help enterprises step out of the trough of their careers and embrace a new future. Are you "watching" me?