Baby Product Innovation Needs To Identify The "Pain Points" Of Fans

A few days ago, at the on-site seminar of 2015 Shanghai Baby&Child Fair, Lian Zhenzuo, the founder of Shanghai Rococo Design Group, gave a keynote speech entitled "Product Innovation and Business Model Innovation in the Maternity and Infant Industry". Focusing on the two major topics of product innovation and business model innovation, he gave a profound and simple explanation of modern product research and development, consumer thinking, and purchasing behavior. In his opinion, brands have changed a lot in this era, and only fans can create brands.

Experience is the ultimate indicator to distinguish between good and bad services

"O2O will be the only business model in the future. Products are just a point of profit. Brands still need to provide a lot of experience. Business design emphasizes services. There will be more and more free things. Through such services, customers can maintain their stickiness. ”Lian Zhen said.

In Lianzhen's view, O2O =User experience design+service design innovation. What brings experience is the product, and what transcends the product can only be the service. When businesses are constantly pursuing experience, what they should do most is to design complete services.

"The ultimate goal that a service can provide to users is to push the brand awareness of the enterprise to users through the functional level, emotional level and self-report level. Understanding user needs is no longer quantitative data analysis, but a true one-on-one dialogue with users, so that user needs become the core component of completing the service. Today, users' experience of service is no longer dependent on the completion of demand, but more focused on the satisfaction of perception. ”Lian Zhen said that experience has become the final indicator to distinguish the advantages and disadvantages of service design.

Lian Zhen said that the previous business model was to study product functions and calculate gross profit. Functions, technology and quality were standard configurations, while the current product design should be upgraded in the direction of emotion, experience and screaming. For B2B2C brand mode, the manufacturer has no users and fans, and does not understand the shortcomings and selling points of the product. This is a problem that deserves attention and needs to be corrected. Only interaction can understand the needs.

In fact, the users of many products have changed. The post-80s generation has become the absolute consumer, and the proportion of post-90s/post-90s generation in Internet users has increased significantly. This is the real "Internet aborigines".

At the same time, because of the variety of products, rapid market changes, high R&D costs, rapid technology iterations, marketing tricks, and copycats following, brands must understand users, such as who the products are sold to, how to make quick profits, how to operate in a long-term manner, strategic transformation of traditional enterprises, who to serve, and how to apply unique technologies.

Product communication can take advantage of human needs

Lian Zhen believes that what needs to be crossed in the transition from the industrial era to the information era is the user gap, from the cost performance and function of products to the great emotion and technology content; What needs to be crossed from the information age to the intelligent internet age is the experience gap, from the big emotion and technical content to the service experience and social interaction, to create "artifact"“ Hot money ”It is typical. If enterprises have not crossed this gap, they can only stay in that era, such as Sony and Nokia.

"The brand has changed a lot in this era. In the past, the brand likes to choose some gorgeous names, such as' XXX Hao ',' XXX Empress and so on, but now brands can be called 'Hammer', 'Xiaomi', 'Aunt' and so on, because now is the fan economy, there is a fan there is a brand, what the brand name is not important, the key is that fans pay the bill, and become a brand Marketing For example, when consumers buy your products, they are willing to publish the list in the circle of friends, take the initiative to promote and recommend the advantages of the products. ”Lian Zhen said that marketing and products are inseparable, brand It is necessary to think about who the customer base is, study their needs in different scenarios, find their pain points, laughter points, comfort points, tears points, curiosity points, and stuffiness points, and then put the product into the market. In the Internet era, the spread of products should take advantage of human nature.

In Lian Zhen's opinion, Internet thinking+design thinking=the power of blockbusters. For example, the traditional mobile phone plays the role of a traditional camera in taking photos, while the smart phone becomes a self timer. The compass principle of creating popular products is to understand users, dig pain points, tell stories, explode products, light manufacturing, emphasize services, strengthen experience, self marketing, love interaction, and circle fans.

"In this era, products are king, no fans, no brand. Now, products refer to all the 'values' of design, including service, packaging, display, pain points, etc." Lian Zhen said.