The rise of smart hardware has been for some time. When it comes to it, you have to think of its base camp—Shenzhen. When you visit the various consumer electronics exhibitions held in Shenzhen Spring and Autumn Festival, you can always find many wonderful new hardware products. But when we go deeper To explore the user's acceptance and use frequency, you can always find two very significant problems - pseudo-needs and non-needs.
Many smart hardware products are very cool and technologically advanced in terms of product functionality and presentation. However, the ultimate result of searching is sadly discovered. This is ultimately a revelry of technology drivers. When smart hardware products are not standardized, they cannot be realized. When the sales volume is realized, the final product is just a flash in the pan. For the enterprise, there is no profit that can sustain its operation for a long time. The normal operation of the enterprise may cause problems.
With such a company, its product and operating model innovation, it can be said for the majority of smart hardware practitioners to provide a new reference and enlightenment. Recently, the reporter interviewed the founder of Shenzhen Timon Technology Co., Ltd./ Mr. Yuan Huan, General Manager, Let's listen to his experience and experience in developing and marketing products.
Positioning the world, good products must be able to meet human needs!
Based on the ambiguity of most intelligent hardware appraisals, Temeng Technology will fully conduct market research before the product is established, and fully evaluate the consumer's preferences and usage habits; in the category selection, it will be selected to meet the demand. Some consumers use rigid demand products. Of course, this will use a lot of criteria and criteria for selection: For example, Jingdong, Tmall single product category sales top five; single value must not exceed the conventional price range, the appearance of the product must be exquisite What are the emotional properties of product delivery?
Based on the positioning of these products and consumer insights, Timon has gradually established its own unique product development model on selected products. That is to say, it is precisely positioning itself first: What kind of pain points does his product solve? Frequency use? Is there sufficient production alienation?
This three-questioning question is the third question of Hengmeng’s research and development and operations staff, and is also the essence of the development of the new product.
As the anti-dumpling of Tengmeng, the product development of the two children's intelligent robots currently available in Tengmen originated from this guiding ideology. When asked why to do a child intelligent robot, Teng Meng's Yuan Zong Tell us that it is from the actual and personal experience of our own life.
The first electronic product Mr. Yuan bought for his family's children was the story machine. When he saw the children put it down, Yuan always felt a little less. One-way and preaching electronic products could not meet the needs of children's early childhood education. A product that can maximize the presentation of 'acoustic optoelectronics' to attract children's attention, develop potential, and enhance interaction and communication?
The question is behind the deep needs and expectations of countless young parents. The market size and scale of the 100 billion yuan is gestating. At the moment when artificial intelligence has initially formed a popular storm, Yuan always naturally thinks about going. Doing child intelligence robot.
With so many children's intelligent robot brands and products competing on the market, Temun wants to be a child's intelligent robot.
Based on the positioning-based thinking model, Timon Technology defines the target consumer of the first child intelligent robot, Xiaomeng A1, as a child between 0 and 6 years old. The target of the target is set on a children's story machine. The slogan is 'a It can replace the revolutionary product of the story machine's retail pricing of the story machine, but it has a lot of storytelling in terms of function, human-machine dialogue, remote micro chat, English-language quick translation... These advantages cannot be played by children's intelligence. The robots were satisfied one by one.
For Xiao Meng A2, Timon defines the target consumer as a 2-8-year-old, younger-older friend. In terms of product function, the main function is not to use consecutive keys, and press the key once to differentiate the continuous speech dialogue. Presentation. In emotional appeal, it focuses on children’s education.
A child robot with a speech recognition speed of no more than 2 seconds can not only help children quickly do math problems, but also can accurately answer questions. This is in fact replacing many young parents in teaching children. In the process of encountering the 'hundred thousand reasons', let artificial intelligence replace parents to answer these curiosity without standard answers.
For the 'differentiation' of positioning 'three questions', Thomson Technology's Yuan Zong is simply summed up in the eight words 'I have no people, I have people's fines'. The products pursued by Timortech are differentiated, either The extension and breakthrough of the emotional level is either a function or a mode of differentiation. Of course, when the products are increasingly homogenized, it is indeed not a simple matter to make a bright spot on a single product. Things. Sometimes doing 'adding' to integrate the functions of consumers with high frequency of daily use, may also be a 'micro-innovation'.
For example, in 2018, Timon Technology developed a specially-fitted iphone's back clip charging pouch for Apple iPhone's serious shortage of charging capacity. A gadget has four uses at the same time: It can not only limited the power shortage尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 尴尬 更 更 更 更 更 更 更 更 更 更 更 更 更 更 更 更 更 更 更 更 更 更 更 更Holding.
After the completion of product development, it is necessary to look for positioning, or to perform in-depth analysis and insights of consumers. After doing a good job of positioning and developing products, this is a problem that many companies often need to choose between building products and integrating marketing. Science and technology use the relevant case to verify the scientific and advanced nature of the latter model. The so-called 'positioning, setting the world' is what this means.
Good products can speak! After many series of special dream products have been listed, they not only achieved a big breakthrough in sales, but also won many awards, such as 'the most popular product award' and 'top 10 most money' 'Black Technology Award' became one of the most explosive products in the intelligent hardware industry.
E-commerce and gift channels are available to realize curve overtaking
As we all know, the biggest dilemma of smart hardware lies in the realization of sales channels and sales, and the need to make profits requires a breakthrough in scale. This poses higher requirements and challenges for a diversified channel system layout. The same is true, as long as it is able to contribute to the sales of the product will try to go and 'occupy'.
Xiaomeng generation A1 children's robot national airport high-end experience store display
From another dimension, the connotation of the Internet is 'nothing, no boundaries, no self'. For traditional smart hardware manufacturers, an invisible war is approaching, and the Internet has caused traditional channels and pricing systems. A very big impact: The product price is more transparent, the user communicates more easily with the manufacturer, and the role of the agent tends to shift to the logistics distribution and service platform.
For the Internet, traditional companies still have to learn how to leverage and hug. To this end, since its inception, Timon Technology has started to deploy its entire network of marketing, using its tools and mindset to manage and sort out its channels. After Taobao, PinDuo, WeChat two-tier distribution, today's headlines and other emerging social e-commerce platforms, Timon Technology has also established face-to-face communication with its channel customers through its own Alibaba store and marketing official website.
Continuing investment in the whole network marketing also made Timon Technology achieve a good return. In the first quarter of 2018, 85% of the sales revenue of Terumon Technology came from online. This is a good evidence.
For offline channels, the Internet is constantly pushing the traditional smart hardware vendors to reduce the channel level on the channel model, reducing the channel construction costs for manufacturers and end users. This is a dilemma for traditional smart hardware manufacturers. Choices: If there is not enough profit for the dealers, there will be no push for the products in the channel; but if the profits are still distributed according to the old distribution model of provinces and cities, it seems to have been difficult to play!
With painstaking experience, Timon chose the wholesale model for the final profit model, and no longer used the exclusive agent as a condition. On the basis of controlling and controlling the online retail pricing, he made every effort to distribute the goods.
Of course, on the way forward, Timon Technology has gradually subdivided channels and focused breakthroughs. If there is a channel, it can meet the needs of reducing the channel level and ensure sufficient sales volume. This is not a gift channel. In addition, the full range of products of Timmon Technology can not only fully satisfy the low-cost demand for gifts, but also bring a fresh stream to the stereotyped market.
In 2017 and early 2018, Timon Technology has participated in many high-profile international gift exhibitions. It has established long-term and stable cooperation with hundreds of gift companies across the country. All the way, all the way to adjust, gift channel for Timmon technology sales The pull of performance is obvious to all. In less than half a year's time, sales of the A1 single product line of Xiaomeng Children's Robots exceeded 100,000 units.
About Entrepreneurship, About Mindset and Perseverance (from Yuan Yukou)
Entrepreneurship is hard-pressing, it must be able to endure loneliness, persevere, and at the same time entrepreneurship requires a lot of internal driving force and passion. My team and I work for more than ten hours a day, in addition to the love from the heart, the most The simple idea is actually to make the company 'live' in the early stage of the operation of the company.
I personally worked in two companies, Malata and Backgammon, during my career. I was familiar with the behavior of consumers and the operation mode of electronic consumers. I thank the great company Backgammon for teaching me to think about issues from the point of view of consumers. But in the process of starting up my business, I did not copy the successful experience of their offline channels. Instead, I did many “micro-innovations” in combination with the actualities of my products and companies. It turns out that this kind of “micro-innovation” still needs A little more, the best way for you is to go further.
Although I am a post-80s self, I admire the philosophical thinking of Lao Tzu's “being kind and watery.” Water is the most tender object in the world, and it nourishes everything, but it is also the most destructive evildoer in the turbulent days. Doing the same business requires the warmth and wisdom of the water. During the period of start-up, it will surely encounter constant setbacks and pressures. It depends on what kind of mentality to deal with. When thinking about and solving problems, think more about water. Thinking, can only be flexible and flexible.
postscript:
In the interview, Yuan, who feels that Timon Technology is always a clear-thinking, love-thinking person. The person who speaks at a fast pace, although at the helm of the company, is a good product manager. He asked for product development 'three questions'. I was deeply impressed by the fact that only intelligent hardware products that fully satisfy consumer demands and can be efficiently dropped can ultimately allow consumers to vote with their feet.
The “small and beautiful” operation mode that Yuan Zong and his team have been practicing are essentially positioning and subdividing. Positioning their own products and forming a certain degree of differentiation can only build their own brands and products. , also can open up a new blue ocean in the highly competitive Red Sea.
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