In the general environment of "excess quantity and insufficient personality (structure)", the life cycle of products is shortened due to the accelerated pace of upgrading consumer demand. In the background of the market where demand exceeds supply, the life cycle of a product can be as long as ten years or even longer. In the context of the market where supply exceeds demand, the life cycle of a product is only two or three years, or even shorter. This is the inevitable law of market development.
Supply is greater than demand, the pace of upgrading consumer demand accelerated, shortening the life cycle, on the one hand, require enterprises to enhance product development capabilities, promote product renewal, on the other hand, require enterprises to be able to burst products as a product strategy, the development of new product development system.
As early as 2012, we clearly put forward the view that the new products developed by enterprises are either explosive products or waste products.
What are the rules for companies to reconstruct explosive products?
Rule one: the basic logic of successful products is to enter the customer's lifestyle
In the "total excess, personality (structure) is not enough" market supply and demand environment, homogeneous competition has become the focus of business competition, but also the vast majority of enterprises in business difficulties of the root cause.
How to develop and successfully launch a product that makes customers "scream" has become a strategic proposition for enterprises. A successful product can save a dying company, and can also make the company a success, so that the company to the glory.
In 2008, Chinese dairy companies were hit by the melamine incident, and domestic consumers lost confidence in domestic dairy products, especially milk powder, and turned to imported milk powder. 2009, Bright Dairy implemented a product renewal strategy, with "Longevity Village In 2009, Bright Dairy implemented a product renewal strategy, using "Longevity Village" as the basic research and development point and "flavored fermented milk" as the benchmark, and successfully launched Mosleyan, a product that, after three years of continuous brand building, has successfully cultivated a breakthrough product in the dairy industry, with current single product sales revenue exceeding 7 billion yuan. The dairy product industry has been developing related products.
The tobacco brand Hongqiqu (formerly known as Dihao) launched a new product priced at 10 yuan on top of the traditional product priced at 5 yuan, which was nicknamed "10 drains" by smokers and once became the breakout product in Henan market, occupying an absolute market share.
Law two: the cyclical nodes of consumer demand
Consumer demand has a clear cyclical nodes, this node includes two core elements, one is the upgrading of demand in the quality improvement, the other is the cultural trend of popular consumer psychological needs. We often say "consumer demand changes once every three years, and a cycle every five years", which means that consumer demand has a clear cyclical node.
We take Bright Dairy's Mosleyan as an example to illustrate that consumer demand has a clear cyclical node.
The reason for the success of Mosleyan is that it has captured the cyclical point of consumer demand. Before Mosleyan, dairy products were based on the core demand of protein and nutrition, just like Mengniu's demand of "one catty of milk per day, strong Chinese people", the quality of life based on health was the essence of the dairy industry at that time.
Guangming Dairy found the essence of over-nutrition consumption, and the company seized the pain points of consumers and thought about how to upgrade dairy products to meet customer needs. The company's "Longevity Village" flavored fermented milk promoted intestinal peristalsis and a healthier digestive system, capturing the cyclical nodes of consumer demand.
Rule 3: Successful products can hit the consumer pain points
Explosive products can not only bring some companies back from the dead, but also allow some companies to return to the top from the trough of their careers. However, after more than 20 years of research, we found that some companies will be successful in creating a pop product to glory, and some companies will not be able to launch a new pop product in time because of the lack of R & D capabilities and fall into the business of the trough, and from then on, a stumble, or even disappear in our view.
From this perspective, some companies need to successfully create explosive products to dominate the market competition, while some companies must have the ability to continuously create explosive products, the formation of explosive products iterative product channel, otherwise business is good, but also a flash in the pan.
Law four: explosive promotion achievements explosive products
Explosive products are explosive growth of products, companies must use explosive promotion of the product to launch the product to make this product become explosive.
We take the instant noodle industry unified old pickled beef noodles as an example to illustrate this point.
Before 2007, Master Kong's Braised Beef Noodles was the mainstream product in the instant noodle market, and this product occupied the leading position in the industry for more than ten years, with its market share accounting for more than 50%. 2007, the unified enterprise jointly developed the explosive product with Beijing Hongxi Flavor and Fragrance Company, and Beijing Hongxi Flavor and Fragrance Company was credited with the research and development of the Old Pickle Beef Noodles product, and as a spice supplier, Beijing Hongxi Flavor and Fragrance Company was credited with the research and development of the Old Pickle Beef Noodles product. As a spice supplier, Beijing Hongxi Flavor & Fragrance Company took the core work of product development with "offside" thinking. Inspired by the popular dish pickled fish at that time, the R&D staff overcame many difficulties and successfully launched this product in 2008.
The unified enterprise adopts focused explosive promotion to promote this product. In 2008-2009, during the two-year concentrated listing promotion period, the unified enterprise only invested more than 7,000 promoters in terminal promotion, and these people made tasting products in schools, communities and stations every day, inviting people to taste for free.
Before the listing of unified old-tan pickled vegetables and beef noodles, the status of unified enterprises within the instant noodle industry declined, while unified enterprises with the help of the old-tan pickled vegetables and beef noodles this explosive product to achieve revenue growth of 7 billion yuan. After the unification of Old Tan Pickled Beef Noodles, the explosive products such as Soup Daren, Champion List and Manhan Banquet continued to make efforts and achieved notable results in the instant noodle market.
