Home Appliances: Why is it difficult for innovative products to become popular?
Under the background of market economy, those who do not want to launch their products will become explosive products. But the reality is always hard to agree with the imagination, especially when the household appliance industry enters the mature stage dominated by personalized demand, it is difficult to see a real boom. Why?
Insiders, Home Appliances: Why is it difficult for innovative products to become popular?
Written in Jinning
Everyone in the household appliance industry sighs that it is difficult to innovate a product now, and it is even more difficult to innovate a product that can become a blockbuster. It is true that many manufacturers in the market have not had any popular products for many years, so the market is always flat and calm, and there are few scenes where the market is boiling when a popular product comes out more than ten years ago.
It is reasonable that with the development of science and technology, the strength and ability of enterprises have been enhanced, the social innovation atmosphere has been improved, and manufacturers have a deeper understanding of users. Therefore, there should be not only more innovative products, but also more popular products. But the reality is just the opposite, as the industry laments - it is difficult to innovate, and even more difficult to sell! Why on earth is this? In fact, this issue needs to be understood and viewed historically and objectively.
First of all, from the perspective of the development history of household appliances, in the early stage of the development of the household appliances industry, it is easy to see a boom in terms of category, quantity and user demand. From the product level, there are only a few product categories in the industry. Once a new product category appears, it can activate and attract a large number of demands just to meet the curiosity of ownership. It is easy to build up a tower of sand, form an order of magnitude of growth, and form a phenomenon of exploding funds.
As for historical issues, we should examine them from the perspective of development. After all, the current household appliances are not as limited as those in the early stage of development. The emergence of slightly different differentiated industries is likely to impress users and mobilize their emotions. Passionate purchase is often a prerequisite for the boom. The more in the early days of product shortage, the more popular products will appear. But now there are many kinds of products, which often distract users' attention.
Secondly, in terms of the actual situation of users, household appliances were still in the stage of popularization and development at that time, and many families were still in the stage of satisfying their own needs. The market completely showed that demand exceeded demand. In addition, the economy was in a period of high growth, and the real estate supporting the popularization of household appliances was also in a period of high prosperity. Residents were full of expectations for the future. Therefore, it is easy to create an explosive market situation when there are new household appliances or targeted promotions.
At the user level, it was difficult to get excited about a product because of the sea. The current main consumer group is born in an era of increasingly rich commodities. Unlike the older generation, when they were short of daily necessities, they rushed to see fresh and rare goods. In addition, user needs have been personalized. Unless a certain product is really extreme, it is difficult to cause a sensation in purchase. In this case, it is really difficult to produce a popular product.
On the other hand, let's look at the present: the current technological strength and innovation conditions are unmatched in the early stage of the industry, but it is not so easy to innovate products or market blockbusters. The reason is very simple, that is, the industry has entered a mature stage of development, and the industry foundation of the original explosion has changed.
On the one hand, household appliances have completed the popularization period, and it is no longer urgent to enter the iterative demand period. There is no special factor to stimulate people to simply buy, that is, the impulse to buy has weakened. In particular, the update iteration is a gradual process, and rational consumption occupies a leading position. Under such a background, it is difficult to activate the passion of consumption. Without impulse, there will be no money explosion.
On the other hand, the household appliances category has expanded. Household appliances are no longer just a few categories of big household appliances, small household appliances and kitchen appliances, but a great variety of products, even a surplus of products, with a wide range of choices. Personalized products are aimed at personalized needs. In the context of increasing product categories and product individuation, the large area of the explosion is not in line with the actual market demand.
There are always internal and external reasons for the development of things. If the above are internal reasons, then the promotion of household appliance manufacturers is external. A product can become a blockbuster, in addition to hitting the pain point of user demand, it is also inseparable from the vigorous promotion of manufacturers. Good products, together with the promotion of manufacturers, are indeed often easy to become blockbusters. However, any popular product is based on the internal factors of the product. The promotion is just to enable the product through packaging, which can not solve the core problem of the popular product.
As for those "hype" or "constantly touch porcelain", they are all marketing means and methods, which are the external reasons for whether they can become a blockbuster, and whether they really become a blockbuster or play a decisive role internally. The idea that you always expect to save yourself with a burst of money is undoubtedly a modern version of Don Quixote.
In this sense, instead of trying to save the market with the explosive funds all day long, it is better to find the real needs of users and explore targeted personalized products. If it is really the needs of users, there is no need to rush to become a blockbuster. A long running line is the highest level of good products!