What is small and beautiful?

Source: Internet
Author: User
Keywords Small but beautiful goods functions understanding we

Recently, especially after the double 11, many media are talking about small and beautiful, small and beautiful almost become grassroots, or small and medium-sized http://www.aliyun.com/zixun/aggregation/33789.html ">b2c the last straw." But how to understand the small and beautiful, it seems that no one can speak clearly. Taobao has tried to analyze and study the properties and latitude of small and beautiful data in the background, but this is too theoretical for the entrepreneur. How to understand small and beautiful, how to find, or create small and beautiful?

As we all know: small but the United States is mainly for the current standardization of most of the electric business, homogeneous products, is to avoid and other electrical products, the positive competition, and explore a product function differentiation, can not through price competition to attract consumers to buy business. So, personal opinion:

1/"small" refers to "feature unique", easy to focus on a "clear target consumer groups" of goods. "Small" is not for the size of the goods, or the number of sales price;

2/"Beauty", refers to the function of excellence, the pursuit of the ultimate. Relative to "small", "beauty" refers to the depth, the more in-depth understanding of consumer demand, your goods will be more "beautiful";

According to the above view, "small but Beautiful" is unique, the ultimate, consumer groups are very clear (do not need to promote in the mass market) goods.

Let's see what products around us are "small and beautiful" goods?

First case: Apple Phone (iphone). Personally think the iphone is small and beautiful. According to Apple's product development principles, Apple is going to be the best product in the world. ("Let's Keep the heartbeat thing going" is fanatical focus on making the best products in the world.) Not a good product, not a lot of products, but the absolute world's best products. "From the conversation Mr. Cook received on NBC's visit. This is an easy to focus on high-end fashion market products, Apple has some features, such as industrial design, user-friendly interface, etc. to achieve the ultimate, and in the market success.

But we also have to understand that when such goods are generally accepted by the general public, or the influx of too many competitors, the commodity "small and beautiful" characteristics may have changed. For example, when smartphones are generally accepted by the public, these "small but beautiful" may lose some of their features and become popular goods. Therefore, the "small and beautiful" nature of the product is not necessarily always exist!

second case: Viagra. Accurate customer groups, unique, the ultimate function, very much in line with the above categories of goods. It is also necessary to note that when the unique function of a commodity is surpassed, the characteristics of "small but beautiful" will also change, and the characteristics of demand-driven sales may be shifted to other more functional products.

The third case: the elderly mobile phone. It is easy to understand, big buttons, big font, a key to help the function, and so on, not advanced, but simple, not fancy, the target market is clear, only for the elderly market.

These several cases are called "small but Beautiful" model. In fact, the "small but beautiful" commodity market is not small, but lies in how you operate, the pursuit of the ultimate ultimate, and carry it forward.

For startups, or businesses, more people may ask, how do we find and make decisions about "small and beautiful" goods:

1/science and Technology Progress, innovation: technological Progress and innovation, breaking the shackles of existing customer experience, so that users think about the relocation of goods, these changes even affect the user's lifestyle. For example, smartphones, including Apple. Of course, this threshold is relatively high;

2/The meticulous observation of life, found that the demand: "Small and beautiful" from the observation and pursuit of life. I still remember the first time to visit the home after the private feeling, on a lot of things. There are so many places in life that we can go into deep observation and think to improve and pursue the ultimate. Even if only the appearance of the merchandise.

Perhaps we have their own unique understanding of the "small and beautiful", the title of this article as Broken bricks Jade. Hope that entrepreneurs find the "small and beautiful", entrepreneurial way to make money.

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