Product model in the era of hot products: love, fun, use, product

　　Enterprises need to understand user needs and users need to be understood. Women, men, elderly people and other groups of different age groups have different needs. We like to define some users with labeling. Many merchants are beneficiaries of Taobao's thousands of people. Without thousands of people, traffic will be concentrated on large buyers of the category and will not be dispersed, so there will be no chance of displaying them. In fact, Taobao has only made some small attempts at present. The so-called "Thousands of People" are just one side, or even one side.

　　Merchants always find it difficult to gain user trust. In fact, what users need is understanding. Merchants need to think about what users really want. The data tells us that some user groups are ignored. Merchants often have to look at big data and learn to look at small data. For example, how many working women in the professional women’s clothing category need to pay attention to in China? What is their consumption level? These small data have a great impact on us. What can really discover business opportunities is not big data, but small data.

　　Through a lot of small data to think about, you can find points that are ignored by everyone and better understand users. The theory of pain points is outdated, and there are actually three points for users: pain points, itch points and refreshing points. The reason why users decide to buy is often a bit cool. We can find the users' in-depth needs through three points. Products designed based on users' needs will bring the user the ultimate experience.

　　01

　　Product model in the era of hot products

　　A good hot product must meet four keywords: affectionate, interesting, useful and tasteful. Feeling affection is the story behind a product. It should be warm, not just selling products. Jobs once said, "Starting from love." So merchants must know what their original intention is.

　　Enterprises must have a certain craftsman spirit. How can enterprises rely on to gain seed users and loyal users? In fact, it's up to this spirit. Apple is constantly using warm design to influence everyone's lives. If Apple falls, people will cry because many users will not get used to it.

　　There is a model called PBL, which is gamified. Merchants should use gamified thinking to consider how to play. Now most merchants only use discounts and membership cards to do activities. It is recommended that you build a private domain traffic pool, which may not be sold on Taobao. You can use mini programs to do many interesting gameplay.

　　Many luxury brands have a very good grasp of the tone of their brands. In their products, they must reflect a feeling and let users perceive it. Sometimes there are no need to be many products, you need to learn to give up and choose. Many stores pursue zero negative reviews, but I think that some stores with negative reviews, as long as they are well managed, they have quality products. The products have shortcomings and their own personalities. You must learn to show your fragility. In fact, it is easier to make friends, and the same is true for products.

　　02

　　Eight major demand points for hot product addiction

　　How to truly understand the needs and needs of users? IBM created eight aspects that year and said: "Any customer of any company and any customer of any product cannot escape these eight aspects." Currently, Huawei is using these eight demand points: price, availability, packaging, performance, ease of use, guarantee, life cycle cost, and social acceptance.

　　1, price

　　Price is a topic that cannot be avoided, and any customer will be price sensitive. Before the product comes out, it is meaningless to price it in advance, rather than making the product before it is released.

　　2. Availability

　　There are two concepts of availability: Getting started and getting. Nowadays, many people like to receive express delivery and do not care about what they bought, but about the sentiment of receiving express delivery. Therefore, "get" needs to be fast and satisfy users' emotions. "Begin" means that users can use the product very simply.

　　3. Packaging

　　Packaging includes color, style, size, interface, etc. The parts that users can see are called packaging. If a product is not done well, it will be difficult to convince users. In the era of mobile Internet, ordinary store decoration is no longer enough to attract purchases, and more scene-based substitution is needed, copywriting is scene-based substitution, and visual scene-based substitution, etc.

　　4. Performance

　　In fact, performance includes two points: performance + function, how much function can be done, and how good the performance can be done. What exactly can you do for a good product? What are the good or bad things you do, and sometimes how much you do is more important than how much you do. Too many things to do, but the most professional items must be done well.

　　5. Ease of use

　　What is the difference between ease of use and availability? In order to facilitate the first use function, the product is called "accessibility", and in order to facilitate every use, it is called "application". For example, the way the product is turned on is ease of use.

　　6. Guaranteed

　　The guarantee of the product is divided into several aspects: safety, warranty and value preservation. Product safety is the most important thing. Merchants should not be too short-sighted, but should look at it longer-term.

　　7. Life cycle cost

　　Use one product for extra charge, which is called life cycle cost; using one product can reduce other costs, also called life cycle cost. For example, why Lexus sells well, because maintenance is all free and the life cycle cost is zero.

　　8. Social acceptance level

　　When making products, merchants should consider the degree of social acceptance. When the brand acceptance is not high, try not to print the logo very much in terms of the product. Users may recognize the product, but may not necessarily recognize the brand. Enterprises should truly consider user needs. It is recommended that before making products, companies combine the above 8 demand points with their own brands to make a market research form and give it to users. Based on the survey form reported by users, find user needs and give them to the product.

　　03

　　The super triangle of addictive products

　　The super triangle of addictive power of explosive products: pain points, itch points and refreshing points. The basic needs of users are pain points, expectation needs are itch points, and excitement needs are pleasure points. The real meaning of a product is that when users buy products, they experience the temperature of the product. Sometimes you need to understand what human nature is and what is behind it. 04

　　Three different product strategies

　　The product strategic model is in the shape of a pyramid, and the strategic vision is at the top of the pyramid, mainly the direction and competitive positioning of the enterprise. The next level is product platform strategy and product line strategy. Now many companies lack product platform strategy. They must not start from scratch when making products. They must develop based on the company's original product line, and there should be commonalities between products. Therefore, when planning a product line strategy, it is necessary to plan 3-5 years of product and development plans, as well as a general platform for the products.

　　Product strategies are divided into three types: leading, improved and follow-up. Leading type is to go your own way and let others follow you. For example, Coca-Cola's products are leading product strategies; improved product strategies are usually made by other companies first, trial and error, and gradually improved on the basis of others, and Apple is the improved product strategy; follow-up product strategies are always imitating and never want to surpass them. The most typical company is Pepsi.

　　If an enterprise has a leading product strategy, it should study more and understand customers; if it is a follower, it should study more and more competitors. Improved products are the best product strategy to study the gap between competitors and customers, thereby improving products.

　　05

　　Core strategic vision

　　Product strategy begins with a clear strategic vision, a vision of clear direction and content. The vision and mission of a company are the original intention of the company and the long-term pursuit of the company. When making products, enterprises should integrate their vision and mission into the products in order to make continuous progress and make good products.