How does the product become a super product?
Many business managers will think about this, but few people can really understand it.
This article tries to find the answer for everyone based on the method mentioned in the article of Elos!
01
The premise of creating a super product
In the era of consumption upgrades, few people can capture the dividends. Therefore, if you want to build a super product, you must catch up with a good era. So what is consumption upgrade for business managers?
The answer is simple. People's lives are getting better and better, and their needs for material, culture, and life are getting higher and higher. In this trend, we will find a saying that Teacher Ai Yongliang often said: "All products are worth doing again."
In the process of creating super products, we will find that the following three aspects have changed:
1) The user group has changed
For example, when a girl born after 00 goes to buy underwear, he will definitely not buy the same brand as her mother. This is because their demand for underwear has changed. In her mother's era, most The underwear styles are dominated by lace and underwire. This is because in the past, female underwear consumers were more concerned about the eyes of others. But now girls who are born after 00 buy underwear, they pay more attention to the comfort of underwear.
2) Brand replacement phenomenon
Domestic brands will replace foreign brands. Nowadays, many consumers buy TV sets. They no longer say that they have to buy a foreign brand and think that foreign brands are better than others. Instead, they pay more attention to cost performance. Our domestic TV sets are also quite good.
Young brands are gradually replacing old brands. This is because old brands can no longer understand the needs of new users. When the brand ages, it is difficult to create products that young people like without making changes. Therefore, it is impossible to catch up with the speed of young brands.
3) The birth of new technology
For example, in the past we only had simple cooking functions when using rice cookers, but now the smart mode of rice cookers allows you to choose timing, adjust according to your taste, and rice type. These new technologies bring this product to the rice cooker. More opportunities.
Once we find opportunities, we can talk about real issues, how to seize the era of consumption upgrade when traditional manufacturing products make products.
02
Common problems of traditional manufacturing
In the era of consumption upgrade, three kinds of difficulties that many traditional entities are likely to encounter
1) OEM companies do their own brands
According to the message under Elos’ article, there was a company in Suzhou that specialized in making handbags for foreign big-name luxury goods. It stands to reason that the quality of the products produced by this company is reliable. As a result, they spent millions of The self-owned brands are all in the water. I was so depressed I didn’t know what I did wrong. I didn’t realize it until I saw the analysis of traditional manufacturing in Elos’ article. In fact, this situation is a lot of traditional manufacturing companies. The problem that managers will face.
2) Product issues
After the product was made, it was found that the channel cost was higher. Although the product was sold a lot, it still did not make money after the calculation.
3) Add to the product
Many business managers want to add to their products for whatever features they look at, which ultimately makes the product extremely troublesome to use, and users can only choose to invest in competing products.
These are summarized based on the comments under the article of Elos, and then we can analyze:
What is the reason why the product cannot be sold?
Take, for example, Suzhou companies that OEM for foreign luxury goods. They are good at OEM, but it doesn’t work to make their own products and brands? There are two main reasons behind this:
1) There is a problem with the product itself. Many business managers think that their product is good, but users just look down on it. Therefore, first analyze whether the product has a problem. If there is no problem with the product, we will find the first One problem is that the company fails to find user needs or they are confused by pseudo-needs. At this time, no matter how good your product is, there is no demand for users and it is inevitable that they cannot be sold.
2) If your company does not have the ability to do its own brand, it will also lead to brand failure.
03
The key to creating a super product
If you want to build a super product, the first principle is to understand the real needs of users. For example, as a parent, your daughter is already in the sixth grade. The teacher will assign homework every day. The way they assign homework is through documents. The form allows parents to print the job independently, then the file will be sent to the parent’s WeChat or QQ. When the parent receives the file, it must be downloaded to the computer for printing. Once the printer is not connected, it will not be printed. When connected, occasionally the ink may dry...
In response to this situation, please think about what is the pain point of this user group?
In our real life, when targeting specific pain points of characteristic user groups in specific scenarios, many users will resonate, and they can't wait for a product to immediately meet their needs.
In addition, if we want to create super products, we can divide product functions into these three types:
1) Basic functions: to meet the basic needs of users.
2) Expected function: Let users have expectations for product functions. The better you do, the more satisfied the users will be.
3) Super-expected functions: Functions that users never thought of, bring them a sense of surprise.
In addition to controlling product quality, product design must also follow user preferences, including detailed processing, so that every detail is optimized, which can effectively improve user experience.
Many business managers hope to iterate their own products to have a greater chance of creating super products, but in many cases, we have to emphasize, can your products represent the next generation of technology? If not, is the best technology at the moment the most important thing? Technology is the primary productive force of an enterprise.
There is a case of Dyson in the article of Elos, telling how Dyson detonated the market, and it also made me think that the main feature of making a vacuum cleaner is excellent technology. Of course, identifying user needs and pain points is an essential factor for almost all super products.
In summary, you can use these methods to check whether your products have the genes of super products.
04
Building a super product is about strategic adjustment
The core of this article is: how to build a super product. Super products are not just a question of products, but whether the strategic model of the entire company can support this super product. Assuming that the product itself is good enough, what it lacks is in line with the company’s strategic model, and it is difficult to detonate the market. This strategy includes channels, teams, supply chains, and ways of thinking.
1) Channels: This is also a difficult problem. There are products but no place to sell it is the pain point of many manufacturing entrepreneurs. No matter how good the product is, what is the use of selling without place?
The online cost of some traditional channels is too high, and the traffic cost is almost the same as offline. Therefore, the channel has become a big problem. Personally, I suggest that you find either boutique e-commerce channels or second-class e-commerce channels for sales.
The difficulty of the boutique e-commerce channel is that your product must have characteristics or be good enough, but its boutique channel is different from the traditional channel in that the threshold of traditional channels is low, but the later costs are getting higher and higher. Channels have a high threshold. This is because you have to choose carefully to sell things. Therefore, your product must achieve these two points. Either one has no one, or one has one.
When the product power is good enough, the channel is no longer a problem. Once the product power is insufficient, even if there is a relationship, it will not last.
The second type of e-commerce model represents a product page + cash on delivery, which requires sufficient content. After all, it is a one-shot deal. If it is not popular enough, it is impossible for buyers to place orders. And cash on delivery meets the consumer psychology of most users, as long as there is traffic, everything can be sold, and there is not much demand for products.
For companies that want to build super products, it is particularly important to establish their own private domain traffic. This is also very difficult, but one problem must be solved, that is, to find the traffic from the big platform to transform into their own private domain traffic and establish their own User traffic pool.
2) Team: For many entrepreneurs in manufacturing transformation, their teams come from factories, but the factories can produce good products, but they don't understand user needs.
A good team needs people in some basic positions, such as product manager, design director, channel director, R&D director, and even brand director, to bring these people together, especially for the manufacturing industry that wants to build its own brand , It is particularly important. Only a neat team can make an independent brand.
3) Supply chain: As a major manufacturing country, China is no stranger to the importance of supply chain. However, according to the data in Elos' article, the manufacturing level of different industries is uneven.
In the face of this situation, we can find a trick in the supply chain: dimensionality reduction attacks.
For example, the heater is a small household appliance. We can use the 3C supply chain to make this heater, forming a method of dimensionality reduction attacks, and use a higher-dimensional supply chain to make products.
4) Way of thinking: Many business managers want to make a lot of products, even proud of their rich products, you see! I have whatever product I want here, but this approach does not create a super product, but is called a machine-sea strategy. There are many products, but none of them can become super products.
If you want to build a super product, the most important thing is to concentrate your resources and strength in one product. To be more demanding of ourselves, you must know that many Internet-based companies make physical products, and they will use the competition method of Internet companies to build products, and the competition of the Internet is so fierce that they can stand out. All, we have to demand more of ourselves In order to make better products.
Companies that make products often exist, but companies that create super products are rare.