平行游戏 / parallel play

「释义」

当儿童在和他同年龄儿童一块玩耍时，他和他们同时玩相同的东西或玩具，但是各玩各的，各依自己的意思在玩，彼此之间并无相互影响或依成规约束自己或别人的活动方式。这种游戏方式称为平行游戏。这是以社会互动方式而分类的游戏方式之一。

在新生市场获得成功的先锋企业，行为与学龄前儿童有着惊人的相似之处。先锋企业努力了解市场和客户，学习可能发挥效用的行动，方式与幼儿了解世界的方式非常相似。

「应用场景」

在不甚了解情况的时候，平行游戏是一种自然而然的行为方式。与新生市场中其他竞争对手相比，成功的企业有三种特别的平行游戏方式。

Parallel play is a natural way to behave when you don’t know very much. Three kinds of parallel play behaviors in particular distinguish high-performing new-market companies from their less-successful rivals.

早期不考虑差异化，而是借鉴创意。幼儿各自独立学习，但因为他们会互相观察，所以每一组儿童都在进行某种集体实验，使其中每一个人都能学到比自己单独学习更多的东西。幼儿很少花费时间精力尝试超过别人。借鉴也是新生市场创新者的典型方法。这一点还是可以用拼车业初期的例子。Sidecar选择降低其多人乘车、多站停车模式内在的复杂性，专注一人乘车、一站停车。驾驶者不是职业司机，开的是自己的私家车，而且叫车的应用程序会搭载电子支付、GPS导航和驾驶者评价系统等功能。其他公司顿时都明白这些特性能够创造价值。Zimride的服务模仿Sidecar，后来Zimride更名为Lyft。

Early on, forget about differentiation. Borrow ideas instead.

Young children learn individually, but because they observe one another, any group of them is performing a kind of collective experiment, enabling each one to learn more than he or she could alone. Indeed, preschoolers often imitate one another. Rarely do they bother trying to outdo one another. Borrowing is also typical of successful new-market innovators. Again, the nascent ride-sharing category offers a good example. Sidecar opted to reduce the complexity inherent in its multipassenger, multistop model and focused instead on one-passenger, one-stop rides. The drivers would be nonprofessionals using their own cars, and the system would include such in-app features as electronic payments, GPS navigation, and a rating system for drivers. Suddenly, those features for creating value made the most sense to everybody. Zimride’s service emulated Sidecar closely, and the company eventually changed its name to Lyft.

《新生市场谜题》

罗里·麦克唐纳，卡特勒恩·艾森哈特

2020年6月刊

“The New-Market Conundrum”

by Rory McDonald and Kathleen M. Eisenhardt

编辑：马冰仑