Author｜Zhang Nianchao
Original title | Products are the integration of people, technology and environment
I participated in the color academic exchange meeting held in Shanghai last week and visited Yishan Road. In addition to gaining a new understanding of ceramic retail, I also listened to several academic exchange classes and gained a new understanding of the new logic of product development. A deeper understanding.
First, the ancient Yishan Road has a new mission.
Yishan Road is the vane of the industry and a battleground for the Tao family. It is the dream of many ceramic brands to have a store there. This has little to do with sales, but is an appeal stemming from the brand development strategy. At present, the traditional ceramics on Yishan Road are still traditional, but two new trends of thought have emerged: one is the store model, category integration and product trends of Xiyingmen Shopping Mall, and the other is a group of post-80s new ceramic retail sales in surrounding neighborhoods and office buildings. ; One represents the product trend, and the other represents the new sales model. In Shanghai, where land is at a premium, they are taking a different path from tradition, such as category collection brands, designer products, 80's new retail, etc.
Second, develop products from a human perspective. Only then can products have vitality and leadership. In the future, we cannot imitate products based on their popularity, or create products based on products.
The former Lenovo product director traced product development from three aspects: "technological reinvention, realistic doubts, cross-border boundaries, division of labor, pursuit of nature, and individualism", giving a new direction to product development in traditional industries. Product development for the benchmarking ceramic industry may focus more on the technical aspect, what can be achieved, what cannot be achieved, and whether it is leading. Although it involves the environmental aspect, it is not much, and at most it only touches on application scenarios; as for the human aspect, There is not enough consideration, such as who to sell the developed product to, what it can bring to users, etc.
Third, technology can subvert industries, not products. Traditional industries need a technological revolution.
Take 5G as an example. Most of our understanding is that the Internet is fast, playing games and watching movies without lag, or we can think of the Internet of Things or autonomous driving. The United States’ suppression of Huawei is also simply understood asIt’s the competition for 5G technology. After listening to the academic exchange, I realized that 5G will not only change the Internet, but also the entire IT industry chain. Take mobile phones as an example. In addition to the difference in brand and series, the current price of mobile phones is also the difference in processor + memory configuration. Once 5G is implemented, the transmission speed of mobile phones will be higher than the computing speed of the built-in processor. Therefore, the processor and memory of the mobile phone are no longer important. The mobile phone may be just a display, which may be very cheap in price, or it may no longer require money, but the more expensive thing is 5G. Therefore, what it will subvert is not the Internet speed, but the entire product chain; just like electric vehicles are not cars but electrical appliances, all 12-cylinder and turbocharged products will be subverted. Let’s look back at the process of making products, whether we have considered the trend of technology, whether we are only making changes in colors, or whether we continue to be a porter of resources.
Fourth, life needs to be simple, but it must be colorful.
In the past two years, the industrial style was very popular. In the past two years, it has declined somewhat, and there has been criticism and abandonment of the industrial style. Let’s take a look at the popular styles in the past twenty years. Which one has a lifespan of five years? Why? Let’s look at the industrial style in Europe and the United States. How many years has it lasted? In fact, it’s not that industrial style is bad, but that it doesn’t give it the color of the times. This year their industrial style has changed to a combination of grey, green, black and red, while ours is still black, white and gray. Therefore, it’s not that industrial style is no longer popular, it’s that your industrial style is out of date. Take another look at Shanghai Pudong Airport, including the colors of seats, aisles, and shopping malls, which make the journey a lot less tiring. Color has become a part of life. This is a product that combines technology, people and the environment.
In the past, we considered products from a product perspective; new ideas may be needed in the future. Products are just carriers. The best-selling products must not be the best-selling products themselves, but the product logic triggered by best-selling events.
2020 is approaching, and everything is new, including the logic of the product. Although ceramics cannot compare with technological products, they can refer to technological thinking.
