How does innovation capture the excitement of customers?

[asked by:] ROYALSPIPIT(HK)LIMITED Arthur Wang

Question 1: When positioning a product, which is more important to listen to yourself or to listen to the market?
Q: Our company is now considering doing customized services for customers. In this process, should we listen to the voice of the market, but also to listen to our own voice? Or can the two be combined?

Luo Huan: While listening to the voice of the market, we must also listen to our own voice, so as to create cool products that are popular with consumers. Everything is a contradictory and unified existence. It is more important to listen to your own voice or to listen to the voice of the market, which depends on your company's own positioning. If you just want to make products that are popular in the market, you need to listen more to the voice of the market; if you want to be a great company like Steve Jobs and make products that change the world, then you need to listen more to your own voice. I think each product has its own unique value point, and we need to find out this core positioning point.

Xia Lanying: If you want to win the market, you need to listen to your customers. Our company mainly produces industrial endoscopes. From 2008 until now, we have only produced such a product. Customers choose us among many competitors, not because of how well our products do, but because we can understand and follow in the footsteps of customers. A customer once told me that it was very inconvenient to hold an industrial endoscope during operation. It would be nice if the hand could be released. Later we changed this product to be like a watch and can be worn on the hand. The product later won another big customer. How to catch customers? It's about understanding the customer base of the product and listening to their voices and solving their problems.

[asked by:] Cao Jian, Shenzhen Tianlong Shengjin Co., Ltd.

Question 2: How can innovation capture the excitement of customers?

Q: High-tech smart products are easy to excite customers. But what we do is collectibles, the products are not smart, and there are not many bright spots in function. In the process of communicating with customers, how do we capture the excitement of customers?

Luo Huan: First of all, starting from your own products, can you find the point of combining with some smart home or other products in addition to the display? Two days ago, I saw a product provided by a customer. It was actually a home furnishings, but it was integrated with the smart home. This craft can not only display, but also have practical functions, I think this may be a good direction. Second, in addition to finding a good direction, we must learn to interact with customers. Customer preferences vary widely, so it's important to focus on where your customer's interests lie. Third, think about what your service process is and do it well.

Li Xiaocui: Crafts are a relatively static thing, just put there, how to find the highlights of the product? In fact, handicrafts can also be dynamic. If you promote static handicrafts into dynamic handicrafts, customers will feel that your products are very selling. For example, you can make some better promotional videos, make some dynamic videos, add some short stories to make it more plot, and make your customers feel that you are a flesh-and-blood craft.

[Questioner:] He Guang, Chairman of Shenzhen Innovation Advanced Technology Co., Ltd.

Question 3: Is intelligent hardware just intelligence + hardware?

Q: There are many smart products at present, and many companies can't wait to add intelligence to all their products, but is smart hardware just intelligence + hardware? What is the future development trend of intelligent hardware?

Luo Huan: Smart hardware is a trend, just like we saw the trend of smartphones five years ago, and the trend of the Internet ten years ago - the trend is unstoppable. In the future, every product in life will be intelligent. The first very big change in the future of intelligent hardware is that it will no longer be a cold machine. Some people think that when making smart hardware, you must add WIFI and use a machine to control it. I think the real smart hardware is that it needs to understand the needs of users. We are working on a smart toothbrush that is not connected to an APP. When we were doing it, we were thinking, how can a smart toothbrush be considered smart? We believe that a toothbrush that can automatically adjust the way of brushing according to the user's habits, time, and intensity, regardless of whether there is an APP, is a smart toothbrush. In the future, smart products will definitely solve the problem of communication with us in a more artificial way.

Next we will reach the Internet of Everything, the so-called Internet of Things era. The smart hardware of the future requires the introduction of international standards on a global scale. I believe that before the introduction of the standard, some manufacturers such as JD.com, Haier, and Midea have already created some ecosystems of their own, in order to hope that the intelligent hardware will be linked.

A consumer once showed me an APP, saying that the era of smart hardware has come, which is very convenient. But when you open these smart products, you find that there are all kinds of apps. Do you think this is smart? Not only is this unintelligent, but it also caused a lot of trouble in my life. In this case, what should SMEs do? First, rely on big data; second, wait for the introduction of national standards; third, think about what industry I want to work in in the future.

All the content of this article comes from the scene of "2016 Zhisheng Future Export Series Forum Shenzhen Station"