Beijing Yintai E-commerce is a production and sales of health supplies business

Was named the "2012 Ten net Business" of Beijing Yintai E-commerce Co., Ltd., is a production, sales of health supplies business, there are Fansy Sun Qi, foot season, bath see bosom friend, found 5 brands, 2013 online sales are more than 200 million.

Its general manager Xu Chang should give such products a name, called the product of fragmentation innovation. Said it is fragmented because it is small, inconspicuous, very alternative; it is innovative because it is particularly fond of the atmosphere of the Internet: experience, interaction, communication.

Such small products are daily necessities, there are a wide range of customer groups; This kind of small product has a great appeal to the target customers, this attraction is not because the product price is low, but the product brings the imagination to the consumer; this kind of imagination drives consumers to tell their experiences to the people around them without delay. , free communication tools and interactive platforms on the Internet help consumers to talk, and thus help sell such products like Snowball rolling.

Mud Bath Treasure is the company's one bath products, entered the market in 2004, began to walk is the line of sales routes, and then changed into small shops, products are left out in the back of the shelves of no one. Offline sales There are too many helpless, Xuchang said, "This product is too new, online to open up the cost of the market is very large, is small enterprises do not come." "2008 Xu Chang test in Taobao sales rub mud bath treasure, a strange phenomenon appeared, rub mud bath treasure no advertising support, by the consumer word of mouth, sales slowly from warm up into the nirvana." 2009 years one months on Taobao sold 800,000 bottles.

Some products are small, but may become great inventions

Xu Chang Application of envy and respect of the tone and we talked about 3M company. He thinks that the rub mud bath treasure such products have one thing in common, that is, they must be popular consumers have the demand for daily products. Such products are very much like the 3M company's products. 3M Company has a variety of inventions, many products, giving people the feeling is not Amorites, this is the product of fragmentation. The market outlook for this fragmented product is very large and the global annual income exceeds 20 billion dollars.

3M is a veritable "fragmented innovation product", and before the Internet, Xu Chang should only be its admirer, and in the internet age, Xu Chang should be its followers. He analyzed himself this way, "small companies like us do not have the ability to open the market like 3M, but I see that we have the ability to do online, as long as we focus on, familiar with the sale of the Internet, slowly I can do this kind of products online sales boss position. Again, we can go back to do offline. We set up a special company and formed a special team. The position I give to our team is to be the integrator of the fragmented innovation product. Now, we've developed seven or eight of these products. ”

In a step-by-step, items winning

When the company was founded, Xu Chang should have talked about his ideals and the company's strategy, and what he wanted to do was integrate the category of fragmented products. His project, will first through the network to nurture a mature market, and then planned to the offline development, each project will reach hundreds of billions of sales, seven or eight projects can do a billion of. Now he's heading in this direction.

Xu Chang should have such a phrase on Weibo: "I want to solve small problems for customers and create new value." I think this is a way of living, but also the value of the enterprise. Our slogan is ' I change, life changes '. There are two layers of meaning, the first meaning is because our innovative products, customers use, so that they are more convenient in life, there is another meaning, is the emotional level, because the customer's own change, life has become better. ”

About the incubation of "fragmented innovative products"

Initially, we understood the product as a product of a network explosion, but soon found it wrong. On the Internet, the explosion of products, generally rely on amazing discounts and creative marketing atmosphere, the sellers want to be influential, but they are generally unprofitable, the product market cycle is very short, will not produce continuously effect.

Later, we came to terms with the product force, and felt like a generalization of the product of the fragmentation innovation. Product attractiveness is composed of three independent core forces, which are driving force, imagination and influence respectively. Each of them has the ability to exert individual force and attract the target or consumer group from different angles. Product force the term is not appropriate for the interpretation of the fragmented innovation product, which is a one-way attraction, and the fragmented innovation product can not only attract its own target consumers, but also enable the target consumer to speak and spread and attract more consumers.

Such products can not only move consumers, but also to allow consumers to speak, the reason is that we give consumers a reason for the active transmission, so that the product has a virus like the transmission of influenza, and the internet is like a hotbed of viral colds.

Xu Chang should think that one or two of products to become a burst of money is not a success, the business is to do is to turn success into a control. How to build this kind of fragmented innovative product, we propose the concept of ' hatching ', which is done in four steps: The first step is to gain insight into the unmet needs of the customer; the second step is to implant the virus in the product; The third step is to activate the virus in the marketing process, and the fourth step is to have a strong willpower. ”

Let the engineers of society cooperate with themselves

Xu Chang should have insight into demand, but not on his own research and development, he said, "Our research and development mechanism is particularly good, I particularly want to integrate, dare not say global, at least the resources in the field." For example, if you have any good things, I do not need to investigate, I rely on judgment, coupled with the understanding of the market, I see a reliable to invest in, we do, and then the project on the implementation of Technical Commission or shares, not outright buyout. produce me, sell me, I just want the recipe. The inventor is the wisdom cost, we have the specialized team, has the ability to transform the creativity and the design into the product. ”

We should understand the Xu Chang of several products. Rub Mud bath treasure inventor called Huzhiche, is a Taiwanese engineer. Xu Dong because of mud bath treasure and famous, in Beijing's engineers circle is called "Xu Dong phenomenon." Xuchang's philosophy is: The social engineers not only have the resources, but also a sense of achievement needs. They see a basic fact: the self-worth of engineers needs to be realized through cooperation with the enterprise. Enterprise's practice is to input, from the whole project to judge, to plan to the packaging to the product into the market to get sales, enterprises to bear is aggressive. The project lost is the enterprise, the engineer has nothing to lose. Enterprises to develop their own values, the unique way to operate, so that the social engineers and their own cooperation.

Implant a "virus" that can be transmitted in a new product

We ask Xuchang, what is the development process of your fragmented innovative product? His answer is: The discovery of demand--research and development--constantly testing--the experience--has been asking: can products not impress themselves? Products can not meet the needs of consumers? Does the product have more fun content than meets the demand?

In the perspective of social demand, in the commissioned engineers before the development, Xu Chang should be added in the middle of a link, he thought is the first to search on the Internet, there are words, first buy it back, buy back what to do, and then pondering again analysis.

Xu Chang should be added to this link, is in a larger scope of the further analysis of the link, is actually a new process of innovation. In this link, he wants to do is the product force design, is in the product how to implant can be transmitted "virus". "After you feel a product, make sure the product is valuable and valuable, then you have to start developing it." Research and development products there is a core in it. What is the process and content of implanting a "virus" into a product? Let the customer say yes and help you say in the spread that there must be some kind of gene in the product. Customers say the product is good, from five messages, what you see (vision), what you hear (hearing), what you smell (smell), what you taste (taste), what you are touched (tactile). The product is perceived by the five senses and then transmitted to their brains. There is already a program in the brain center that is programmed to produce good or bad results. It's as simple as that.

The best marketing, the greatest marketing is to let customers to help you sell, customer transfer customers. What people prefer is to let their eyes shine on products that they can relish to spread. In the Internet age, especially the emergence of low-cost and cost-free interactive platforms and tools, the spread of Word-of-mouth can go further.

You're going to sell fast.

What is the difference between the marketing of this fragmented innovation product and other products? Xuchang's experience is divided into three steps: The first step, the production of a small number of samples on Weibo to find customer experience, organize fans to make suggestions, write and share; the second step, mass production, synchronization of advertising, so that more people experience; The third step, the organization distribution, so that more sellers to sell, and finally naturally detonated the market.

On Taobao, Xu Chang should be one of the first to be tested in online advertising. He thinks a good reputation of the product, also need to have the power of detonation, the question is when you go to detonate it? Is it soft? Such a small product, smashing such a large advertisement, is it necessary? Xuchang The truth is: do sales on the Internet, there are good things you must sell fast. A feature of the network is fast, to quickly occupy the first position. You take the first position, the consumer recognizes you, the copycat will exclaiming you. For example, Taobao rub mud bath treasure has sold more than four, there are more than five pieces sold, have sold more than six, but Xuchang mud bath treasure sold more than 10, still accounted for more than 80% of the sales, the first reason is that the quality of products do well, the second is to sell fast, sell fame, stable sitting in the first position.

Wen/finger soft sand