(To be written) Mass niche may be the ultimate solution for the free market
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Created 232 days ago, Updated 224 days ago
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It is interesting to note that the roles of a large company and a small company are turned the other way around in mass niche. In the traditional mass production or the mass customization, the large companies take the front seat. They design and assemble the product using components bought from small companies. Not always but usually. However, in the mass niche system, the large companies do not deal with final consumers. The small niche companies do. The large companies take the back seat and provide tools for small companies.
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The mass customization and the mass niche both result in variety, but there are differences. And the most essential seems that mass customization or any effort of a company providing many different products, cannot provide as much variety as the mass niche can. While we were doing the research, we saw that the potential variety of the mass niche is incomparable to that of the mass customization. With mass niche model, it is not 20% more but 20 times more.
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It will be dangerous to generalize that this will dominate all industries in the world. However, in any industry where consumers want more variety (and we believe that this will be the case in most categories), the mass niche will be a very powerful alternative to mass customization. And the more variety consumers want in a category, the more likely the mass niche way will prevail.
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Mass niche is much more peaceful than market-share centered thinking and 80/20 theory in a sense that it provides more diversified forms of opportunity. It is not about competing against competitors but against nothingness. The question you need to answer is not whether you can be the no. 1 but whether to have the value for existence to some people. Look to the tail, where all kinds of potential opportunities are sleeping.
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