Fall Into Market Traps Carefully When Making Innovations

Conventional

Based on this theory, some enterprises focus on the development of revolutionary new products, so as to establish a "pioneer advantage". Some enterprises take a wait-and-see attitude at the initial stage, wait until the demand of a product is stimulated, and then enter the market.

With the quickening of the speed of product upgrading and the increasing competition, fewer and fewer enterprises are able to take the lead, and enterprises that are "dragging" in the market are everywhere.

Therefore, more and more enterprises, especially small and medium-sized enterprises, begin to pursue the "forerunner advantage" and hope to pass.

After many years of research, an American scholar discovered the root of the problem and summed up "

In order to further understand these traps, we may take four main types.

The consumption motivation of "fever type and pioneer type consumer" is mainly reflected in two aspects: first, the adoption of the latest technology and products, the establishment of competitive advantages of enterprises or individuals, the establishment of the leading image of enterprises in the same industry or individuals in the "circle"; two, the pursuit of "revolutionary" breakthroughs, and great interest in new technologies, new trends and new products.

This group of people's consumption characteristics are the pursuit of the latest technology, fashion, preference for high-risk, high return products, even if the product is immature, willing to try, very concerned about product performance indicators, but not sensitive to price.

For such a group of consumers, whether enterprises have the advantage of "forerunner" is very important.

(China's first textile network: www.webtextiles.com) the consumption motives of "practical consumers" are mainly embodied in two aspects: first, to improve production efficiency or improve the quality of life as the goal and do what is right; two, pursue innovation and improvement, and care for substantive progress.

The characteristics of this group of people are that they are not willing to try new products before they succeed. They are willing to follow the trail of pioneer consumers and do not take too much risk. These people only buy mature products and are sensitive to product quality, service and price.

For such a group of consumers, enterprises must be reassured by consumers, and there are successful models to illustrate the problems. These successful examples are just like bowls' bottle No. 1, so long as hitting the first bottle is easy, so if you want to enter the mainstream market, enterprises must find out who is the first bottle on the market, then turn them into a reference for other customers.

The consumption motives of "conservative consumers" are mainly reflected in two aspects: first, only when most people consume, they only consider and do not want to be in the limelight; two, when they are under the pressure of the environment, they only spend money for the sake of "face" and fear that others will be outdated.

The consumption characteristics of these people are unwilling to take any risks, extremely sensitive to price, and very picky about products, but they believe in the recommendation of experts and good friends.

For such a group of consumers, enterprises must provide "mature products" that have been hammered out and become the preferred brands recognized in the society.

To push the product to conservative consumers, a tornado is needed. Many wait-and-see potential customers are forced to join the consumer market under the huge tornado, in other words, "explode the fashion".

"Skeptical consumer" is a group of consumers who are abandoned by most enterprises.

Because these people belong to a group of consumers who are passing by easily, they can always find reasons not to consume, have doubts about any new things, and will not consume a product unless they have to do so.

Therefore, enterprises should not work on these people, or else they will lose more.

Knowing four kinds of consumers, we can understand why some products can enter the mainstream consumer group that accounts for 80% of the population, while others can only become the "toys" of 10% fever and pioneer consumers.

It can be said that if an enterprise's target customer group is a "fever type and pioneer type consumer", it is necessary to work hard on inventions and create products and push them to market as soon as possible so as to gain the advantage of the forerunners. If it is "practical consumers", we must keep up with the market trend, grasp the market dynamics and take the opportunity to push the products to the mainstream market and catch up with the spring tide; if it is "conservative consumers", we must strive for products with quality, service and brand, and strive for consumers with good quality and cheap products.

The combination of "practical consumers" and "conservative consumers" is called mainstream consumer groups, and the products they consume can be called mainstream products.

In the era of mass consumption, enterprises are mainly concerned with practical and conservative customer groups. In the era of mass consumption, enterprises focus mainly on avant garde and practical customer groups. In the era of personalized consumption (YOU), enterprises are mainly concerned with fever oriented and avant-garde customers.

It clarifies the consumption characteristics of these different consumer groups, and enterprises can have targeted and fewer detours when making product innovation.

The product life cycle is not a continuous curve, but a trap. Many new products fail because they fall into invisible market traps.

Understanding the existence of these traps is very important for product innovation management.