How To Create New Products And Achieve Business Miracles

The competition between juice and milk has been fierce, but the fast line of "juice + milk" is category innovation. Instant noodle market is fiercely competitive, but hitting the "non fried" label can kill a blood route. Milk tea is difficult to break through the bottleneck of scale in the beverage store, but it is a miracle that the cup of milk tea can create a "circle around the earth".

As long as we have the heart, innovation is easy to achieve business miracle.

The success of new products, such as Wahaha nutrition express line, fragrant float glass cup milk tea and Red Bull functional beverage, has completely accepted and approved by our entrepreneurs and marketing managers, creating a new product category for an enterprise in the market.

If the concept of new product concept created by the enterprise itself has a competitive meaning, then the success rate will be even higher. At the same time, there will be more dissemination resources and less input in marketing promotion.

This is the topic of "competitive new category" innovation that I have been studying recently. So what exactly is a new product innovation with competitive strategy?

How to create a competitive nature

Incremental creation of new products

The way to develop new product names of enterprises is usually by continuous incremental innovation, that is, creating a new product with new functions or new uses in the existing product market.

Formed a category of influence such as Wahaha "juice + milk" nutrition express line, that is, from milk drinks subdivided, target group is not like pure milk taste, like to drink sweet fruit juice milk group, this is a new product developed by Wahaha, after being put into the market immediately after being sought after, and become Wahaha company's profit contribution to the largest category.

The new products with the same nature as the nutrition express line include the "cup filled milk tea" with fragrance, the "green tea beverage" of Master Kong and Wang Laoji's "cool tea beverage". These new products are both "brand name" and "product name" in the name of product brand, and they are only "add" names, that is, they only tell you the birth of a new product category, and do not have targeted competitive strategies.

The new category of "adding nature" often focuses on some changes in product attributes, and belongs to "continued incremental innovation" in the theory of innovation.

Continuous incremental innovation is also known as reformist, for example, a garment is originally four pockets, you change it into two pockets, or no pockets, this kind of micro level improvement belongs to continuous innovation, sometimes it can bring certain market benefits to enterprises.

Milk tea originally existed, but it has been sold in cafes and some restaurants. It has made a simple and convenient shortcut cup, so it has jumped into the supermarket retail channel. The nutrition express is also so. Yogurt and juice market are all there. Wahaha just adds the two together to become a new product of the two.

Therefore, the nature of these new products belongs to "additions".

New products created by partition

The competitive new category means that when the enterprise creates the concept of the category name, it intends to make it have the pertinence of the industry and the segmentation of the market, its characteristics are pertinence and exclusiveness, and its name must contain the category name which is separated from the product of the competitive brand.

For example, the "non fried" instant noodle in the five Valley Dao Chang, the implied meaning of "non fried" literal meaning, makes consumers naturally associate with the corresponding fried instant noodle.

And when the enterprise shouted "refuse to fry, keep healthy" communication appeal, consumers naturally agree with this logic that "fried foods are harmful to health". The impact of consumer behavior will naturally encounter the panic of competitors, which will lead to the competition of "fried" and "non fried" noodles, which shows that competitive new products are fierce.

Although Wu Gu Dao has gone through the funding chain break and acquired by COFCO, it does not affect its success and classic case as a competitive new category.

Enterprises have become one of the most important channels for enterprises to participate in today's market competition and achieve rapid success by creating new products that can produce huge value.

Grainger electric smoke exhauster has created a new category of "deep attached" swirling oil fume machine, a deep "deep" word and a attached "attached" word, which expresses the uniqueness and uniqueness of a side slant swirling oil fume machine of Grainger.

Since the "deep suction" was born, consumers who bought the lampblack machine knew that the traditional hoods did not have the function of "deep suction". They belonged to the "shallow suction" lampblack machine. Compared with the suction rate of "deep attached suction" 98%, the 68% absorption rate of the ordinary lampblack machine was obviously lagged behind.

It is no wonder that Green's "deep suction" range hood has the shocking ability of "stir fried chili without choking flavor".

As a result, the "deep attachment" of green and the "shallow absorption" of the whole industry form a sharp distinction between "right and wrong".

Coincidentally, the name of the "electric fence" of Haier electric water heater in the year also caused the whole industry to be divided into two parts: an electric water heater with an electric fence and an electric water heater without an electric wall. Consumers can see the different value contents of the two products casually, and the purchasing decision is naturally unquestionable, which is the division of the competitive new products.

Characteristics of competitive new products

The main characteristics of competitive new products are embodied in two aspects: first, the names must contain adverbial and non sexual characters, such as "deep" and "shallow", "yes" and "no", "high" and "short", "pure" and "impure". This is the two point method in the philosophical system. With the dichotomy, the choice of consumers has a scientific basis. It is easy to judge whether consumers are good or bad in their minds, and naturally it is easy to control consumers' purchase choices. Two, the competitive new category names themselves have the function of positioning products for competitors and the suggestive effect on consumers' competing products.

Some competitive new category names contain huge explosive capabilities, so long as the business is properly applied, the market effect and influence will be immediately apparent.

In planning for Hunan Hua Chun wine, we also created a "pure garden wine" new category of healthy wine according to the characteristics of the whole wine industry and the brewing technology and product quality of Hua Chun company. The name of this new category contains at least three meanings, technological characteristics and health characteristics, as well as hints of competing products.

The first word in this name is "pure". In the market there is a "pure garden wine" without adding sulphur dioxide. The implication is that other wines are definitely "impure" unhealthy wine added with sulfur dioxide and other chemical preparations.

If the enterprise can make full use of this resource and carry out proper input into it, it is believed that there will be a great stir in the wine industry.

We also created the "original planting" new peanut oil category and "high precision plating" plumbing hardware and new products for peanut oil customers. These names all have the characteristics of new products and competitive characteristics. Once they are put into the market, they will inevitably bring passive to competitors, but also play a great role in the minds of consumers.

How to create competitive new products

From successful cases, it is easy to find that there are certain contingencies in many cases of creating competitive new products, but most of the successful paths are traceable.

Over the years, we have done a lot of research and practice in the creation of competitive new product strategies, and have become the secret weapons involved in product planning.

A stands at the height of the industry, looking for the characteristics of the product itself.

Usually every new product has its unique side. Enterprise planners must stand at the height of the whole industry, analyze the core demand points and the common characteristics of the industry in most enterprises, such as common weaknesses, common processes, homogeneous products and the same marketing means.

Such as "non fried" and "pure garden brewing" two cases are standing at the height of the industry, only to discover the common malpractice of the whole industry, but itself has made a huge breakthrough, so the competitive new category strategy naturally came into being.

B uses lateral thinking to create something out of nothing.

Grainger's "deep attachment" lampblack machine and oil mill peanut oil "original planting" and the new products of "high precision plating" of tap products were created by the double sword planning team using the lateral thinking creative method of breaking marketing. Before we started the brainstorming of lateral thinking, we first used the problem definition tool of "breaking the problem solving method" to determine the core of the problem we wanted to solve, and only when the problem was confirmed, the direction of thinking was clear.

For example, peanut oil is a natural daily food that consumers eat every day. Health is the first choice. Health is too popular for consumers. It is hard for consumers to win the trust. Peanut oil is recognized as "creating the name of a peanut oil that can make consumers listen or take a look."

Once the problem is confirmed, we have made such an assumption: under what circumstances, consumers are willing to pay high prices to buy our products?

As a result, our logical thinking and lateral thinking came together, and soon came the three words "original planting".

C must use words with dichotomous nature.

Whether the seven happy "non Cola" or Grainger's "deep attachment", the name of the competitive new category concept is very obvious with the pertinence and dichotomy nature.

The "pure" and "pure" beer of pure garden wine and pure draft beer are just opposite. The "deep" and "shallow" depth of the deep sucking beer are opposite. "High" in high precision plating is strongly contrasted with "non high precision".

Consumers are naturally clear at the same time. As long as the new category names with the dichotomy nature appear, the competitiveness of the name will be highlighted. Usually in an industry, if you take the lead in using it, your competitors will become passive. If you can register as a trademark for IPR protection, then your strategy will have some legal protection.

If a word contains such characteristics, it is easy to have a competitive strategy. Commonly used dichotomous characters such as "black and white", "thin and thick", "refined and coarse", "dry and wet", etc., as long as your way of thinking is right, the problem is confirmed accurately, so creating a competitive name strategy with obvious competitive strategy is not too difficult.

In product planning process, it is very important to maintain a competitive value concept for business customers.

At the beginning of the planning, we always create the concept of the new product concept for the customer as the entry point of the planning, because once the breakthrough point is found, the investment planning and dissemination promotion will be logical.

Sometimes, when a name is born, all the promotional ideas are naturally generated. For example, when the "pure garden brewing" was born, we thought of the public relations communication strategy of "chemical" wine, which was added with sulfur dioxide in the industry.

At the same time, the concept of competitive new category will bring huge savings to the marketing and promotion expenses of enterprises, and sometimes it does not even require large-scale advertising. As long as ingenious event marketing is conducted, the power of nuclear explosions can be generated.