Meaning:

    Translated as “blue ocean,” the term came from “Blue Ocean Strategy,” a 2005 book written by W. Chan Kim and Renée Mauborgne, professors at INSEAD. Based on a study of 150 strategic moves spanning more than 100 years and 30 industries, Kim and Mauborgne argue that companies can succeed not by battling competitors, but rather by creating “blue oceans” of uncontested market space. They assert that these strategic moves create a leap in value for the company, its buyers, and its employees while unlocking new demand and making the competition irrelevant.

    Example:

    A: 你的创业计划怎么样了？

    Nǐ de chuàngyè jìhuà zěnmeyàng le?

    How is your startup plan?

    B: 我打算回老家找一些果园供货，做一家水果电商。

    Wǒ dǎsuàn huí lǎojiā zhǎo yīxiē guǒyuán gōnghuò, zuò yījiā shuǐguǒ diànshāng。

    I’m going to negotiate with orchards back in my hometown to be my suppliers and run an online fruit sales business.

    A: 水果电商现在竞争很激烈，不再是创业的蓝海了。

    Shuǐguǒ diànshāng xiànzài jìngzhēng hěn jīliè, bùzài shì chuàngyè de lánhǎi le。

    There is fierce competition in the online fruit selling market. This is no longer a blue ocean for startups.