In 2020, if I were to describe the IP trend, it would be younger.
Celebrities and anchors, bosses and employees, etc. have become "younger" with their personal IP attributes...
The essence of "rejuvenation" is the underlying concept of creating a super product through a super product strategy.
Learning super product strategy is a compulsory course for every company and founder. It determines the depth of the company and also determines the development of the company and the reputation of the company. Among them, the young core of the brand comes from the rejuvenation of the product. Transformation means that the chances of companies building super products will be greatly improved.
01
Why should the product be younger?
Product rejuvenation is what many companies are doing. From the perspective of market trends, once the product is not rejuvenated, it will face the following consequences:
1) With the decline in product sales, the brand will gradually be eliminated, because user needs are constantly changing. If the company does not make changes, then being changed will become the ultimate destiny of the company.
2) It is impossible to catch young user groups. If the product is not rejuvenated and adjusted, it is impossible to catch users with decision-making power.
In the process of creating a super product, iterating on the product and making users love it is the key.
As Ma Huateng said, "Sometimes you do nothing wrong, but you are too old."
No one can guarantee that they will always like the same product, because human needs will always change.
02
Ways to rejuvenate products
The purpose of product rejuvenation is to build super products, and to build super products, you need to understand users.
Many users don't care about your brand. This is their consumption concept. They are more willing to pay for their pain points. Especially the way of paying for updates. For example, if a product is iterated once a month, they will be willing to pay for it. Therefore, for companies, product iteration needs to be granular. The more detailed you make, the stronger their sense of demand will be.
Just like the Apple mobile phone, each iteration is a small change, but there are still many users paying for it.
To create super products, companies need to interact with users in a timely manner, respond to users, and improve user experience while increasing user stickiness.
Not only that, product quality is the key to a company's creation of super products, because it satisfies users' psychology of pursuing extreme value.
Users will choose your product based on a premise: you have to make them feel worth it.
03
The purpose of creating a super product
In this era, there are no large-market products. Really good products start from a small-scale market and gradually influence the trend of the big market.
Therefore, if you want to create a super product, in the case of fierce competition in the big market, emerging companies can consider finding market segments first and making a sense of niche in it, before they have a chance to win.
Before building a super product, I hope everyone can think clearly, what kind of problem does the product rejuvenation solve? We are not young to look young.
The original intention of the product itself is to solve problems for users, not just to attract users' attention. Therefore, think about who your product is sold to? What value can it bring to them? Research it thoroughly for this group, meet the needs of users in all aspects, and build a product for that group of users with them as the center, thus creating the birth of super products.
04
Three main points of super products
1) The product is authentic and grounded enough to truly solve problems for users.
2) Meet user needs and prioritize the needs.
3) Constantly appearing in the user's field of vision.
In essence, the core of each product sales is different, and super products can only be born by focusing on one product.
For a product, what an enterprise has to do is: attract users, please users, and retain users.
Every company’s way of creating super products should be like a human being. It should present products to users in a personalized way, so as to connect with users, change the relationship between users and the company, bind personality, and let They cannot do without products and become loyal fans of the company.