Zhong Xuegao and Zhang Xiaoquan Hot Search Revelation: What is good product innovation?

In July, the two brands of Zhong Xue Gao and Zhang Xiaoquan also frequently searched.

A popular new consumer brand, a Chinese time -honored brand, although there are no lack of product innovation, but these product innovation has not won user cognition, it should become a "pioneer" product but become a "assassin".

So, what is good product innovation? In the rapidly changing market environment and fierce product competition, how to let good product innovation drive everyone from the internal volume to the product level of the industry, and let the competition show a beautiful side?

Please see the latest sharing brought by Professor Zhu Rui, Professor Fan Xinyu, and Researcher Li Xin of the Yangtze River Business School.

Author | Zhu Rui Fan Xinyu Li Xin

Source | Caixin.com

In July, the two brands of Zhong Xue Gao and Zhang Xiaoquan have also become hot topics on the Internet.

Some netizens have exposed the Zhongxue Gaoxing series of the 160 yuan for social media for social media to refresh people's awareness of ice cream.

Immediately, on the various social platforms, everyone showed out those "ice cream assassins" mixed in cheap ice cream, in fact, "sky -high". People began to question these ice cream "virtue (quality) unsatisfactory (price)" and squeezed the living space of cheap ice cream.

Another netizen issued a conversation with Zhang Xiaoquan's after -sales customer service: Zhang Xiaoquan kitchen knife who had just bought a long time was broken because of the garlic, but the customer service response was "not recommended to shoot garlic." Immediately after, the video of General Manager Zhang Xiaoquan's "Chinese people cut off the vegetables is wrong", further setting off the wave of public opinion.

From the popsicles of five hairs to one or two pieces of Zhong Xuegao, the ingredients seem to have no amazing quality leap; as the "Zhang Xiaoquan" of the old Chinese name, the quality assurance of the well -known "good steel" is now available, but now it is As soon as you shoot.

Both Zhong Xue Gao and Zhang Xiaoquan have no shortage of innovation in the product, but the heated discussions caused by the ice cream and kitchen knife reflect the actual performance of these products' innovation. Become a "assassin".

So, what is good product innovation? In the rapidly changing market environment and fierce product competition, how to let good product innovation drive everyone from the internal volume to the product level of the industry, and let the competition show a beautiful side?

In this article, we will share the industry standards with everyone through the company's product innovation stories in business innovation in business in good practice, and to achieve business value by solving real social problems through innovative innovation.

In order to ensure the neutrality of the article, we will hidden the name of the entrepreneur in the story and avoid the information that can be replaced, and it will uniformly call them "small good".

At the same time, we will strive to introduce the details of the small good action to stimulate your more thoughts that are reading articles.

Return to the essence, then surpass

The eternal core of the product is to meet the actual needs of users. Therefore, the eternal core of product innovation is to improve the satisfaction of user needs and the happiness of life.

Xiaoshan, who was engaged in the hot pot industry, found that there was a thing that troubled him in the industry when he started his business -using fire -alkali products.

There are many dry goods in the ingredients of hot pot, such as hairy belly, duck intestine, yellow throat, squid, etc. Because these ingredients are not easy to save, many meat products are dried and air -dried to dry goods.

However, it is difficult to chew these dried goods directly. For this reason, hot pot restaurants usually use fire -alkali to make hair, and they usually use industrial alkali with stronger corrosion power. However, industrial alkaline is very harmful to people's health, and it is easy to get gastric ulcers after eating.

In order to prevent deterioration, these dry goods soaked in fire alkali usually need to be soaked in Femain. Forma can not only prevent the ingredients from deteriorating, but also make the color of the ingredients more beautiful, but it is harmful to human health.

But in the past, customers did not know that businessmen had nothing to do, which became an industry practice.

Later, Xiaoshan heard a "Papain" (Papain "technology that can ensure the freshness of dry goods such as wool belly, while natural hygiene and safety.

So he developed a green fur belly production line based on this to form a standardized production process and solve the problem of food safety.

Belbed with "tenderness of papaya protease" technology

Since then, Xiaoshan has decided to explain the harm of fire -alkali to his peers, and expressed his willingness to use the papaya protease technology freely to use it to everyone.

Xiaoshan's selfishness is that if everyone uses such a hairy belly, competition will be fair, and their own hot pot restaurants can still win through their own quality and taste. At the same time, in such competition, consumers' health has been better guaranteed.

Today, the fire -alkali hair system has almost withdrawn from the hot pot market. It can be said that Xiaoshan's innovation has changed the entire industry.

More importantly, while Xiaoshan solves the pain points of the industry and enhances the industry standards, it also achieves the success of his business: on the day of the opening of the first store of Xiaoshan's provincial capital, the longest diners ranked 490.

It can be seen that not all competitions need to be the result of squeezing the opponent out of the narrow freezer. Competition is entirely possible to bring progress and win -win. You chase me and improve step by step.

Facing the uncertainty caused by the epidemic, the catering industry is one of the most hit industries. In the face of high pressure of survival, do you still need to adhere to high -quality product standards? Or can you "be a little lower quality and live longer?" This is the dilemma that Xiaoshan and almost all practitioners in the catering industry need to face. In the current situation, improving product standards and leading the trend of the times are the feasible ways of gaining advantages in head enterprises; in the adversity, adhering to high -cost high standards require great courage. This also brings a question mark to the sustainability of industry progress to similar product innovation.

Based on care, then trust

In product innovation, the design of innovation is only the starting point, and the use and recognition of consumers are the ultimate goals. And if you want to get recognition and trust, you need to use action to win the respect of consumers.

At this point, when the person in charge of Zhang Xiaoquan kitchen knife showed a high -end "educational tone" in a public video, he had lost his trusted pioneer.

By exploiting, products with humanistic care as the background can often pass the intention and respect of product design to users due to their tender perspective, and finally gain the trust of users.

Provide support services for the elderly who are unfamiliar with modern electronic products and easy to be deceived. Xiao Shan, who is responsible for a special appliance store, may be able to launch an exclusive service area for elderly customers in the stores he managed.

Xiaoshan decided to set up a fixed area of ​​about 5 square meters at each home appliance store, set a unified "elderly customer service zone" logo, and assist the elderly to understand smart devices and solve online and offline shopping for the elderly. Many needs and remind elderly customers how to avoid risks.

Even if you do n’t shop, the elderly can enter the store for help, such as learning online shopping, setting up debugging products, etc. In this regard, staff will provide a series of intimate guidance.

In a small house of Xiaoshan, the staff is teaching for the elderly customers online

The project greatly solves the problem that the elderly are unfamiliar with electronic products and do not use, and also allows the elderly group to feel warm services.

But on the other hand, the promotion of the elderly service area is not smooth from the beginning:

The person in charge of the specialty store said that receiving ordinary customers has occupied a lot of working time, and it is difficult to have extra energy to provide one -to -one service for the elderly;

The service area of ​​the elderly occupies a large area, and its renovation returns are not as good as upgrading other high -end booth display sample machines;

At the same time, the purchasing power of the elderly group does not seem to be large, and there is no input output ratio that can be seen immediately;

And even if a store has been affected by the service, the output that cannot be rapid and quantitative makes merchants worry about it.

In the face of this series of problems, Xiaoshan's team persisted in conducting various attempts, from establishing typical cases to stimulate example effects to entering the community to do batch services to try to improve efficiency.

From the perspective of the store, what eventually enables them to recognize this concept is the commercial value improvement brought by some specialty stores in the service area of ​​the elderly.

In terms of sales and transformation, direct service items directly related to the elderly, such as air -conditioning cleaning, washing machine repair, etc. to bring additional benefits to the store;

At the same time, due to the good word -of -mouth effect of the elderly service area, local small stores are the first choice for home appliance consumption.

After all, when the younger generations sought the purchase opinions of the elders, the elders usually gave the same answer that made them trust.

From 2020 to 2021, the overall traffic of Xiaoshan specialty stores increased by 20%year -on -year, the unit price increased by 26%year -on -year, the joining consultation increased by 48%year -on -year, and the private domain users precipitated by 10 million.

Of course, online shopping is constantly squeezing offline stores, so that offline chain stores have pursued the ultimate ping effects today, whether the old -age area model that focuses on the tender mode can be expanded to more regions, and its business logic is higher in rent costs. Whether the core area of ​​the city is still established is still unknown.

However, the exploration of Xiaoshan Home Appliances Store reveals us that in addition to the effectiveness of people, it can bring business value improvement, as well as a smile that customers trust.

summary

Psychology has a halo effect, which refers to our perception and judgment of a person often only start from local and spread to get the overall impression, which is often partial.

If a person is indicated by good, he will be shrouded in a positive aura and given all the good images;

If a person is indicated that it is bad, he is shrouded in a negative aura and is considered to have various bad attributes -like the halo (moon halo) appearing around the moon the night before the weather. The ring is not the expansion of the moonlight.

When contacting the product, users will have such a halo effect. Good functions, experience and humanized design will bring users trust, that is, good products are the core.

How to innovate good products in the company itself? How to avoid invalid internal consumption in competition?

Specifically, we advocate that enterprises follow the basic rules of "business -oriented", discover the social value of its core business, and present it in corporate strategy, business development, and resource allocation. Humanized understanding and respect.

This kind of product innovation will allow companies to no longer be the "assassin" of people's hearts and become "pioneers" of a better life.

The road to good, I am not alone. Entrepreneurs have always been the most active and most active individual in the market economy. In today's China, China, we can still see many beneficial explorations, and we do not deny the various problems existing. In the future, we will combine hot topics now to continue to share with you how today's companies can realize business towards good and social innovation, how to create social value, better realize business value, and become an important force for social progress.

I hope that the articles in this series can also produce a halo effect, stimulate the goodwill in everyone's heart, and encourage you who are reading you to join the business team that you are reading -we encourage people not only to pursue goodness, but also in a way others are willing to join you. Follow it. (Follow your passion, but do it in a way that Others will join you.)

do you know?

The cases in the article are from the true story of the Yangtze students around us. Among them, Xiaoshan, who loves hot pot, is Du Zhongbing, a student of EMBA31, and Xiao Shan, who respects the elderly, is Liu Jun, EMBA36.

While applauding the two students, we also sincerely invite more students to join Xiaoshan's team:

Goodness can also be done, we are all good!

The picture in the article comes from Tuwu's creativity, and the reprint needs to be authorized.

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