The birth of explosive products

Content source: On June 9, 2021, the CTIS Consumer Technology and Innovation Exhibition and the world leaders of leading business management media jointly created the "CTIS2021 Technology Trends Summit". Mr. Deng Zemao, vice president of Rococo Group, shared the topic of "born for needs, empowered by implementation - the birth of explosive products" at the summit, and discussed the basic rules and value creation capabilities of creating explosive products.

The following is the full text of Deng Zemao's speech, edited by the CEConline:

Hello everyone! I am Deng Zemao from Rococo Innovation Design Group. I am honored to stand here today and share with you how to create good products and how to create good explosives. On the one hand, good products are produced by demand. On the other hand, good products need to be implemented and empowered in order to benefit the people and allow every consumer to use them.

Born out of need

Looking back on last year's epidemic, the epidemic followed just after the New Year. Wuhan is closed, and many parts of the country are also closed. What problems do we, the people making the product, find? To start construction in February, the forehead temperature is required; masks are fried in March; meltblown cloth is fried in April; everyone is frying helmets in May; These things that were very hot at the time are now short-lived, why are they short-lived? Because something suddenly came out, everyone was following the trend, and everyone was pursuing short-term interests, not the long-term. I remember that when masks were very popular, many friends called me and said, Mr. Deng, can I start a mask production line? I said you wanted to die. If you have been making masks for ten years, you must have made money last year. If you temporarily set up a production line, you must have lost money!

Similarly, during the epidemic, we found that many product needs were ignored. Take a look at bicycles, which are very popular during the epidemic. Everyone knows that the Prime Minister of the United Kingdom rides a bicycle to work. It is very safe for a person to ride a bicycle, so the bicycle suddenly became popular, and the sales increased by 600%. Kitchen appliances, everyone is stuck at home and always needs to get something to eat. It turns out that I go to work every day and have no time to do my own kitchen. Suddenly I find that I have time at home and I can cook something delicious, but I find that the electric rice cooker at home is , The cooking pot is not easy to use, please change it quickly. And because people are at home every day, chargers and data cables are sold out of stock, and the factory doesn't have them, but everyone needs them. There are also sex toys that we can't think of. People are closed at home, especially foreigners who always want to do something.

What I just said It's short-termism, but what we think is really going to be long-termism. Ten years ago, the theme was consumption, that is, what do you have, what I sell, what you buy, but in the next ten years, it will not be like this, it will not depend on demand, but on creation! It is what I want, do you have it? What I want , you have to buy me. What you sell, I don't want; what I want, and you don't have, that's impossible. We want long-termism, starting from the user, really researching the user and understanding what the user wants. We found that from user to product launch, there is a long process in the middle. We divide into three lines, the traditional one at most is the middle line: I define the product myself, and then do the design, development, mold making, and production. But few people study users.

A certain mobile phone brand that represents the nation came to us four years ago and said that they had a very big pain point, that is, the mobile phone brand was labeled as a mobile phone for middle-aged and elderly men. The original target was VIVO, and it was going to the young market. We analyzed the reasons and found that it was his boss who finally decided the design plan. His boss was a middle-aged and elderly man. The product he ordered was liked by his boss, but the user did not like it. So we helped him change the entire product development methodology. Now, when we look at its products, it is already the same as OPPO and VIVO, and it is a product that young people especially like.

From the user to the product, the user is 1, and we must study the user. The user is 1. If the first 1 is wrong, the back is all wrong, and all 0s are made. I hope that in today's society, when we make products, we must do a good job in 1, and do a good job in user research. First of all, what kind of user is the product made, whether it is young or old, whether it is a man or a woman, you must study it clearly.

Let's look at another case. This is an oven we made for a customer. At that time, we were very puzzled, what is there to do in the oven, just a few heating tubes and a tin box, everyone bought one Go back to the oven, and after using it once or twice, no one may ask, how can there be a market for such a product. But with our method, I studied their users and found their pain points. I believe that many people have never seen such a scene when they are making bread or baking any food. Your bread will open like a budding flower in this oven. The shrimps and shells you want to bake will really be neat and dance in there. I believe this is the first time everyone has seen such a scene. Because today's society is the era of short videos, everyone likes to use Douyin and Kuaishou, so we have implanted a camera in the oven to combine the oven with video and Douyin. This is what the current era needs. what users want.

55 degree cup, I believe everyone has heard, pour 100 degree water into it, shake it a few times, and then it becomes 55 degree and you can drink it. This is a real scene. At the conclusion meeting of our group at the end of 2013, the boss told the story of his daughter being scalded. At that time, everyone was determined to make a product that solves this pain point. What we made was not an ordinary cup. We call to give you a cup and warm you for a lifetime. We are not selling ordinary cups, but feelings. According to the needs of the market, we have extended a lot of IP to the standard cups. In this day and age, if you want to start from the user and be driven by the needs of the user to make products, it is possible to make all the products you see, even the most familiar products around us.

Empowerment on the ground

We just talked about a lot of things that are based on design, feelings, and emotions, all of which are happy things. Today’s theme is also called “Empowerment by Landing”. The bracelet next to it is the earliest among smart hardware, and it is also a short-lived product. At that time, it raised a lot of money and made a lot of attempts, but it finally closed down. In fact, the design of this product is very good, the user experience is also very good, everyone likes it, but when it is bought back and the user is using it, it breaks down and finally goes bankrupt due to quality problems. This is because it has a problem with the supply chain. . We went to his factory to see, and spent 10 million yuan in mold fees, various tests, only a 30% yield rate during production, and sold more than 1,000 yuan, which was passed on to consumers. And Xiaomi only sells for a few dozen yuan, plus vertical technology, Lao Luo has broadcast live, and went to make friends. We have a good idea and idea, but there will be many problems when it is finally implemented. Many creative people die in the delivery of the final product, so starting a business is really a life-and-death experience.

Looking at another example, we help a client make a child robot. He needs many suppliers and involves many processes. These processes are very important and essential. To understand all these processes, it takes a lot of time to understand all these suppliers, which is their pain point. We talk about a product from the design to the final product, how well is it restored, and whether the final product has achieved the expected good effect. We believe that there are several problems to be solved, the first is quality, the second is cost, the third is efficiency, and the fourth is suppliers. I just talked about so many processes, I just picked out a few important links to tell you about it. If any of these things are missing, there will be problems.

Just like quality, what we advocate is called DFM, which is design for manufacturing. We must be oriented towards these when we make products and design. At the beginning, we must think about whether the cost of this product is appropriate or not. Whether the quality is suitable or not, rather than being too expensive to sell after it is made, it will be too late. Therefore, in the process of product research and development, a complete set of systems is required for cost, quality and time. In addition to suppliers, we all hope that our products can be guaranteed when starting a business. When looking for a supplier, we must find a special and very good supplier, which can guarantee the quality, but the best one is not necessarily the most suitable for you. Therefore, when looking for a supplier, you need to find a suitable match, based on its development potential, degree of cooperation, and even whether the values are consistent with each other.

Rococo's mission is to let everyone enjoy the beauty of design. Whether it is product design, research and development, or the supply chain behind, responsible for supply, we will also help customers do some marketing empowerment things. We hope that our design can reach everyone, so that everyone can truly enjoy the beauty of this design.