Baby Product Innovation Needs To Identify Fans "Pain Points"

A few days ago, at the 2015 Shanghai children's show symposium, Yun Yingtong, the founder of Shanghai Rococo design group, made a keynote speech entitled "innovation and business mode innovation of the industry of the". Around the two topics of product innovation and business mode innovation, the modern product development and consumer thinking and buying behavior were explained in plain language. In his view, the brand has changed a lot in this era, and only fans have brands.

Experience is the ultimate indicator to distinguish between good and bad service.

"O2O will be the only business mode in the future. The product is just a point of profit. The brand still needs to provide many experiences, business design emphasizes service, and free things will be more and more, through such services to maintain customer stickiness." Lian Zhen said.

In the case of Lian Zhen, O2O = user experience design + service design innovation. What brings experience is product, and beyond product is service only. In pursuit of experience, what businesses should do is to design complete services.

The ultimate goal of a service that can be provided to users is to push the brand cognition of enterprises to users through functional level, emotional level and self-report level. Understanding user needs is no longer quantitative data analysis, but a real one to one dialogue with users, making the user's needs the core component of the completion of the service. Nowadays, users' experience of service no longer depends on completing needs, but more focuses on perceived satisfaction. Lian Zhen says experience has become the ultimate indicator of differentiated service design.

Lian Zhen said that the previous business model was to study product function, gross profit, function, technology and quality, and today's product design should upgrade to the direction of emotion, experience and screaming. B2B2C brand mode, manufacturers do not have users and fans, do not understand the shortcomings and selling points of products, this is a matter of great concern and need to be corrected, only interaction can understand demand.

In fact, users of many products have changed, and 80% have become the main consumers in the absolute sense. After 90 /95, the proportion of Internet users has increased dramatically. This is the real "Internet aborigines".

At the same time, because of many kinds of products, rapid market changes, high R & D costs, rapid technological iteration, marketing will be trapped, and copycat follow up, and so on, brand must understand users, such as products to whom, how fast profits, how long term operation, traditional enterprise strategic spanformation, who serve, unique technology how to apply.

Product communication can make use of human needs.

Lian Zhen believes that the spanition from the industrial age to the information age needs to span the gap between users, changing from the cost performance and the function to the big emotional and technological content of the product; and the information age needs to span the experience gap in the era of intelligent Internet, spanforming from the big emotional and technological content to the service experience and social interaction, and creating "artifact" and " Explosive money "Is typical. If the enterprise did not cross the gap, it could only stay in that era, such as SONY and NOKIA.

"Brand has changed a lot in this era. Before, brands like to take some gorgeous names, such as" XXX Hao "," XXX emperor "and so on. Now brands can be called hammer, millet and aunt, because now is the fans' economy, fans have brands, and brand names are not important. The key is to pay fans and become brands. Marketing For example, if consumers buy your product, they are willing to dry up in the circle of friends, take the initiative to publicize and recommend the advantages of the product. Lian Zhen expresses that marketing and products are inseparable. brand We need to think about who the customers are, study their needs in different scenarios, find their pain points, laugh points, cool spots, tear spots, curious points and stuffy spots, and then put the products in. In the Internet era, the use of human nature is essential for the spread of products.

In Lian Zhen's view, Internet thinking + design thinking = the power of explosive money. For example, the traditional mobile phone plays a traditional camera while the smart phone becomes a self timer. And understanding users, digging pain points, telling stories, exploding products, light manufacturing, heavy service, strong experience, self marketing, love interaction and circle fans are the compass rules to create explosive money.

"In this era, the product is king, no fans, no brand, and now the product refers to the design of all the" value ", including services, packaging, show off, pain points, etc. Lian Zhen said.