In today's society, why should we pay attention to the product innovation of Cookies Making Machine? This is a question that many companies should think about. At present, many domestic growth companies are exploring product innovation. The product forms, functions, and selling points are becoming more and more new. However, most corporate innovations are spontaneous innovations and are for innovation. Innovation. Many of them are the product of unexpected or wishful thinking of corporate bosses.
In recent years, we have had a deep experience in serving enterprises: Chinese local enterprises have deeply felt the market pressure, and serious product homogeneity has greatly affected the development of enterprises and the industry. Under the environment, companies have realized the development trend of "no innovation or death".
Under the conditions of a market economy, it is rare for products to be in short supply. Most commodities will be in a state of market saturation; even if a certain commodity is in short supply, there will be a balance of supply and demand or even an oversupply in a short period of time. This is the allocation of market resources. the result of. Phenomenally, most products on the Chinese market are oversupply. The food industry is even worse. At this stage, the homogenization of products by Chinese food companies is rampant, following the trend, and counterfeiting products emerge one after another. Affected by product similarities, corresponding channel squeezing and terminal competition are inevitable, and price wars are everywhere.
The homogenization of the marketing of food companies has caused the entire industry to fall into a dilemma of low profits. Product strength is an important guarantee for the competitiveness of an enterprise, and an enterprise should look for deficiencies in products and market in product innovation. For companies, the market is always fair and equal, so companies aiming at the market to innovate products will always find market space. Product innovation is not just a fantasy, nor is it a perceptual impulse that bursts with enthusiasm. It is a rule-based rational creation.
We must first understand several principles of Kibbeh Machine product innovation:
- Mainstream.
Food product innovation should be mainstreamed. Only by grasping the trend of mainstream consumption can product innovation succeed. Modern mainstream consumer trends are in our daily lives. A little attention will reveal that when we see more and more environmental protection, sports, fashion, health care, tourism, and entertainment, we know that the mainstream has penetrated The whole trajectory of our lives. We can see from the review of the development process of China's beverage industry that almost all of the strong brands in the existing beverage market have grown with the rise of a certain mainstream trend. In a sense, we can even think that the beverage industry is an industry that "times make heroes"!
Master Kong, Wahaha, Uni-President, etc. have made product innovations at the same time; by the beginning of the new century, the mainstream consumer trend of Chinese people has progressed from simply "quenching thirst" to pursuing quality and supplementing nutrition. Therefore, fruit juice drinks are based on "vitamins" and "beauty". In 2004, with the success of China’s Olympic bid and the rise of sports craze, sports drinks flourished, and the pulsating mainstream innovation won them the sports drink brand. Status.
- Timeliness.
For individual enterprises, product innovation does not exist all the time, it is based on the opportunities of the times. Good product innovation does not necessarily guarantee the success of the product, it must adapt to the environment of the times. Compared with the environment of the times, if product innovation appears too late, it may be outdated or lead; on the contrary, if it appears too early, it may make consumers unable to understand and accept it.
In the 1990s, when hundreds of color TV companies across the country were still engaged in price wars, Haier carried out product innovation and took the lead in launching Haier's digital TV, but it became a nonsensical concept hype at the time. I can’t agree with this kind of product innovation. Although it is a good product, because the environment of the times is different, it not only fails to establish the strategic position of Haier color TV in the fiercely competitive Chinese color TV market, but also overdrafts Haier color TV’s marketing resources, making Haier color TVs have been in a tepid state An embarrassing situation without fire.
Moderation.
Product innovation must be moderate, and "small steps and fast running" is a safe way. Many companies tend to ignore the principle of "appropriately lead, half a step ahead", and once fell into the thrill of product innovation and cannot extricate themselves from it. They often make product innovation deviate from the right track and fall into a misunderstanding, and even fail in the market and waste corporate resources. At the same time, market opportunities have passed by.
Differences.
The direct purpose of product innovation is to create product differentiation, enhance the differentiated advantages of enterprise products, and increase product leadership in market segments. Break through the new market
