The Internet + Smart hardware is bullying

Now, look at the past, too many products are put on their own Internet + label, in fact, but add a Bluetooth or even a network. Just need, far more important than the label, otherwise it is bullying. The real success of the Internet + products, may not be the technical miracle, but just need a certain wonderful.

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Wen/Zhang Shule

Published in the August 2015 issue of Business Review, titled "Just Need: the human temperature of product design"

In a time when everyone is talking about "Internet +", Industry 4.0, Big data, many people seem to have overlooked a problem-where does the product come from?

Can you succeed just by packing? Any rational person will give a negative answer, but in practice, countless people in the practice of Shi Yuzhu product philosophy-packaging first. In fact, Shi Yuzhu where is only the attention to packaging, his products just need to be full. At least that "holiday does not gift", it seems to be packaging, but in fact, the impact of the health of the blank Gift, June did not see, at that time, now and the future, smoking and wine this is not so healthy brand of merchandise, not always is the feast must choose products!

In the "Internet +" era, just need is actually the most important point of collision. And in the Rococo case, it is ubiquitous in its packaging in the Internet thinking of the need for the goal-a useful to people, want to use and necessary to use the product.

Take the 55° Cup, the most acclaimed and questionable of Rococo, as an example. In the e-commerce market as a whole to smart wearable devices for the main theme of the year, this is actually not intelligent, new material technology as the focus of products can successfully reverse attack, became the most eye-catching products last year, just because it can shake a shake on the water temperature fixed on 55 degrees? It looks like a gimmick on this selling point, with a very deep user just needed.

People want to enjoy the gentle water. Rococo Design company founder Wei Jia said this is the internet thinking of the pain point of thinking, in fact, more superficial point, is just need. To 100 degrees of boiling water and to cool the heart of the ice, there are tools to achieve, and just the right warm water is often only by patience, a tool that can help you to quickly achieve this result, naturally filled the need. No matter how much public opinion is criticized for its effect, it is not so magical that it will not destroy the desired desire, which ultimately translates into purchasing power.

As for the rococo design of "one-click orgasm" Female * *, or other money, in fact, no one is wearing a stunt climax of a just need puncture point. If you must use the Internet thinking of a noun to describe, perhaps with the concept of edge breakthrough, that is, in the giant look around the big market, to find users even if only a small audience of the eager desire, and at the design level, let this desire to be the perfect release. This is at least more than drinking a glass of water to charge, at best, is a can and app combination of those intelligent cups, wearing in the hands of the smart hand-step, sleep, with the networking function can listen to network radio, online search data, but in fact, but also a navigation vehicle intelligent terminal, more easily stimulated to consumer demand point. Although from the appearance, the latter more "Internet +", there is a certain pain point demand.

Because those intelligent hardware pain point, just the kind of mosquito bites, can wipe the toilet and can scratch their own itch point degree , not really rigid demand.

Along this line of thinking, there is no way to find the big data, Industry 4.0 and the "Internet +" point of agreement.

Rely on big data to analyze the user just need, especially in the mass product flooding, lack of personalized demand and small stock of the big environment, to find the Red Sea market in a humble blue sea, like the brain Platinum, 55° cup to do so, The use of a variety of products in the past in the personalized implementation of the too expensive to reconstruct the industry 4.0, at the value creation level to minimize costs, with similar rococo design, to achieve and rigid demand for the maximum integration, and ultimately through the "Internet +" means to achieve greater levels of personalized manufacturing, and drastically shorten the length of the value chain, such as e-commerce to break the past layer of agents formed by the lower price.

It all seems a little bit sci-fi and a bit too idealistic. However, from the rise of Rococo is not difficult to see, so-called explosion money, and not only the combination of gimmicks and speculation, but the above several concepts of synthesis. The so-called "" Internet + "design" operation thinking, in fact, in the above concept of the chain to achieve a part of the link, to achieve a performance improvement.

And then what? In the end, we still have to throw away the concept of Internet thinking and simply restore it to the basic pace-tailoring . Recall that, a few years ago, when tailors were ubiquitous, they made the most personal clothes by hand, and most of them eventually died out simply because of the high cost of production in the face of the impact of mass-produced industrial garments, in the mass consumption level can not survive, only a small number of experts retained in the high-end hand-made clothing market. But this does not mean that just need to die, but this just need to be a large number of non-personal clothing and relatively cheap to cover.

55° Cup is actually a kind of damp to this kind of situation, the new craft replaces the labor cost that keeps the water temperature in proper condition in the past. By the way, when the design in the need for more human temperature, even just give the cup to the name of their beloved, and do not need to increase the purchase, it will become one of the most effective market stimulation ...

First let the design appear temperature, even if the imagination, to achieve just need, and then let industry 4.0 to complete the next steps to achieve the people just want to pay the price level, and then rely on "Internet +" and a variety of internet thinking, to ensure that the water level reached the hands of customers, not to diffuse the price of psychological defense, Perhaps this will be the industry chain of the future.

——————— Author's new book ———————

Zhang Shule: zsl13973399819 The Book of "Cross-border-the Internet era must first understand the big loser," This is a story about bat failure.

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The Internet + Smart hardware is bullying