Product Innovation Pain Point approach you know what?

Now a lot of industry innovation is in trouble, typical such as the traditional household appliances industry, 2013, the video of the Super TV, Archie Art and TCL cooperation of the Internet television, Millet introduced millet TV, etc., is making the traditional appliance manufacturers into embarrassing situation. I have a few years and a few domestic very large household electrical appliances enterprises have business dealings, for them to do some consumer demand positioning and product innovation direction of consultation. Overall, they are very concerned about 3-5 years of consumption trends in household appliances, such as sensory innovation, intelligence, the application of Internet technology and so on, but most of the lack of courage to innovate, or accurately, in the face of the young generation and the consumer's future needs, often overwhelmed. Want to redefine the product, but also worry about losing the existing market, do not improve, and worry about being eliminated by the market. Finally, only to do some conservative products, the result is that the new products are flat to end.

However, in the field of technology-related markets over the past few years, the change is not the large, already sufficient industry status of the traditional enterprises, often the latter. For example, millet mobile phones, with cost-effective and quality experience, redefine the local smartphone, win a lot of people in the pursuit of, and the continuous introduction of new products, but also has a large number of fans, such as its release in early May Xplay to the ultimate fi audio-visual experience, attracted a lot of attention to the audio-visual experience of consumer groups; Music video of the Super TV, the Internet through hardware into the living room, focusing on content, hardware and software and content integration, in the field of network video formed a differentiated positioning. Similar to the music vision, Archie Art, millet such spoilers, with a completely new internet age consumers new experience creators of the role of the user, to software, applications and content platform as the core to build the ecosystem, breaking the simple hardware-led business model, is to make traditional home appliances manufacturers face huge challenges. There are many examples of this, if you open the cat, there are many product logic and the reality of the traditional enterprise logic is completely different.

These products in the technical, formal and not too much subversive, but in the consumer experience of the details of a lot of innovation, such as millet at the outset, this is a fever for the mobile phone, because he is more in the use of the details of the experience of innovation. Even the Luo hammer phone, which has been trained in English, has launched the hammer system, claiming 75 important improvements.

In traditional companies, these improvements may be "superfluous" or "superfluous". Remember 3 years ago and a domestic famous household appliance enterprises to explore the new direction of the washing machine products, discovering WiFi, Intelligent interactive interfaces, panel applications (such as displaying weather forecasts, listening to MP3, etc.), based on the mining of consumer needs, can be a creative spot for local improvements that bring more human experience. , is the direction of young consumers, however, the company responsible for washing machine products, the general manager said, these directions are completely beyond the washing machine itself, their focus is still on how to wash more clean and save electricity more water-saving and so on functional aspects, in fact, young consumers think, How to wash more clean and other functions is the most basic should be done, but a washing machine is not enough to attract people, the key is the appearance of its products and control experience is the best.

Emerging technology enterprises dare to bold innovation, the essence is that they understand the consumer's "pain point", that is to say, consumers in life to use a product, the most dissatisfied with the aspect, often is the opportunity for new products. But in the traditional enterprise's thinking, the dissatisfied aspect, as long as is not what centralism opinion or most people's opinion, usually chooses ignores, or uses the service and so on the way to satisfy. This is the two different logic, emerging enterprises, in the hope of the already fierce competition in the field of survival, so tend to pay more attention to consumer demand, traditional enterprises are easy to rely on the path, more at the product level to think about the problem.

For example, jobs once mentioned that they didn't think of making an iphone at first, but that he and company executives sat together every day and often complained about how much they hated their phones, and realised that the company's consumers might have the same problem. The mobile phone was not invented by Apple, but jobs realized that eliminating the consumer's ' pain point ', or making better handsets, could improve the lives of consumers, Bon said. And then, what we'll see is that an apple, led by the elimination of the consumer's ' pain point ', overturns a product-oriented Nokia, Bon.

As the example above, consumer "pain Point" (bon points) often exist in a scene of the demand, the use of washing machine washing clothes, consumers tend to hand washing small pieces of clothing (such as underwear and underwear socks, etc.), this time will be very boring, so hope that the washing machine can play music; Many washing machines set different types of clothing to allow consumers to choose a different model, in fact, consumers simply can not determine what they put in the material, so they need more fool and intelligent design.

Therefore, one of the most important jobs for a company that wants to stay ahead of the market is to understand the "pain points" of consumers and to ease the pain they cause, classifying and combining pain points, which could be a source of product innovation. Many companies each year to carry out a variety of consumer satisfaction surveys, most companies do these satisfaction, more for the internal market and service performance assessment, the end is often a mere formality, if we are dissatisfied with the consumer of these pain points are dug out, and the product to do some more humane improvement, Will there be a demand-led product?

Sometimes, based on the user experience of micro-innovation, often the emergence of breakthrough products. And these tiny innovations that exist in consumer complaints and pain points, do you really study and discover them?

Shoming, business trend watcher, social and cultural trends researcher, marketing specialist. Micro-Credit Public account "Shoming-trend Watch", only to share about the future of business, market and consumer trends in dry goods.