The nature of consumers who like the new and hate the old is becoming more and more intense, and the trend of personalization of consumer demand is becoming more and more intense. This poses a common challenge to the new product development of all enterprises: the new product development cycle must be continuously shortened, and the number of new product launches must be greatly increased. . All this means: Every company is under increasing pressure to innovate its products.
In fact, it's already been stressful.
For a long time, brand owners and users are far away. If they rely heavily on dealer channels, such as home furnishing companies, they are even more distant. Even if they are self-operated offline stores or online stores, they will There is almost no daily interaction of users, and of course it is impossible, because in the traditional marketing era, no one has efficient interaction channels and scenes after users leave the store.
Therefore, we often hear stories like this: a well-known and mature FMCG company develops hundreds of new products every year, with a success rate of less than 5%. Today, the post-90s and post-00s are the main consumers, and their highly personalized and spiritual needs can be obtained by the post-70s and post-60s by subjective assumptions? How to do?
Only the private domain can solve the worries.
Today and in the future, every company can rely on private domains, such as in the community, in the official self-media, in the shopping guide's WeChat, etc., to communicate with independent users "day and night", "qingqing, me and me", and even with independent users. Those born in the 1990s and 2000s talk about everything, so they can gain country email list insight into the potential needs and preferences of users based on a large amount of multi-dimensional and fresh user data, so as to truly understand Ta.
In the past, the development of new products relied on traditional market research and keen personal intuition; now, Zhong Xuegao, Yuanqi Forest, Perfect Diary, Ramen Saying, Three and a Half, Hi Tea, Wang Fusuan, Fanbeauty, Ruixing Coffee, Liangpin Puzi, Master Kong, Haier and other national trendy new and mature brands rely on real-time interaction with users in the private domain to accumulate, analyze, and mine user data to drive product innovation; more advanced ones will draw a vote A total of innovative products.