How To Solve The Two Major Predicament Of Product Innovation

On many occasions, when it comes to innovation, many voices will be heard. The starting points of these voices come from two aspects. One is that innovation is difficult and the other is to follow suit.

At first, these sounds seem quite reasonable. After all, the real environment and many stories of innovation and fire are in front of us.

However, the fundamental reason is that we have misunderstood the connotation of innovation and are not familiar with the methods and processes of innovation.

So how to understand and control product innovation?

Innovation does not only involve technological innovation, because consumers spend money not only on the hardware and technology of products, but also in the process of product experience.

In other words, consumers not only buy core products, but also include complete products made up of peripheral products and epitaxy products.

For example, the same dish of fried vegetables in the stalls is different from eating in restaurants, while eating in five star restaurants is even more different. Even though the dishes taste alike, different tableware, dining environment, decoration grades, service quality, popularity and other factors all affect the overall feeling of consumers, and this general feeling is what we call the product at the business level, also known as the complete product.

With this concept in mind, we will find that product innovation is actually not as difficult as we think.

Because it does not necessarily require us to have high technological innovation ability to change ourselves from core products, and peripheral products and epitaxy products have broad room for innovation.

For example, Haier uses the super service strategy to give consumers different feelings. Starbucks also uses unique services to make coffee no longer a cup of ordinary coffee, and Mercedes Benz and Rolex luxury goods from the perspective of a complete product, they are no longer simple communication tools and timing tools.

As for clothing, there is also a concept of complete product. The same fabric and style can be changed in shopping environment, purchase process, service, packaging and brand appeal, and the goal of product innovation can also be achieved.

Second, find

Product innovation comes not only from innovative minds but also from customers' dissatisfaction.

It is a scientific process that we can learn and reproduce.

Its method is also very simple. 50 target customers are randomly selected to do the following questionnaire.

1, what are your complaints about buying your product? 2, why did you buy the competing product instead of buying it? 3, there is demand, but why did you not buy it or buy it?

There is such a true story.

In the candy market filled with price war, a small and medium-sized enterprise found a blank market - the wedding ceremony market.

Then we designed and developed a series of candy specially designed for wedding occasions, and named it "first joy", or even creatively put forward: marriage is the first great joy in life.

In order to get closer to the needs of customers, candy is also creatively made into various shapes of flowers and firecrackers.

This series of innovations, because of the close proximity of the target customers to the needs of the wedding ceremony, also created the reasons why the customers could not buy. Therefore, the products were quickly recognized by the market as soon as they were listed, and sales immediately became blowout. A small unknown enterprise became a star of the industry overnight.

However, it didn't last long. After less than half a year's time, the enterprise was "back to the prototype" by many imitators. Sales volume continued to fade, the market share was shrinking, and finally returned to its original market position.

I remember that the project's planners finally used such a thought-provoking sentiment to evaluate the market: domestic innovation is not effective, because the market is too serious.

By the end of the story, I think this story is not only a typical epitome of the innovation process of many enterprises, but also reflects the root of the domestic market, which is afraid of innovation and lazy innovation.

However, we must realize that market competition is originally a game of attack and defense. Imitation is a conventional weapon in the market. When we do not find a better weapon, the use of "conventional weapons" is a habitual habit of ordinary people.

Therefore, we should be prepared before participating in this game, rather than feeling afterwards.

Especially for such a major business activity such as product innovation, we must have a guard against this process when making the process, otherwise the final outcome of innovation must be unthankless and even igniting.

The following is the answer.

Follow the 6 strategies, hoping to inspire and help interested Innovators:

1, 2, 3, 3, 4, 5, 6, and competition.