Only by continuous innovation can we stand in the forefront.
Editor’s note: This article is from the WeChat public account “Egg Solution Startup” ( ID: manjiechuangye), author of the egg-breaking entrepreneurial editorial department.
In recent years, with the upgrade of consumption and the penetration of the Internet, the brand market has been shuffled very quickly. Brand owners who have been operating for many years are also beginning to worry about aging.
Therefore, various special effects drugs, such as transformation packaging, cross-border brand cooperation, market-based marketing, and social media entertainment, began to flourish and presented a “re-rejuvenation” scene, but the call for brand aging has never weakened. .
Does the brand makers useless?
How to deal with the problem of brand aging?
This year’s new product launch conference of Xiaomi released a concept phone with a surround screen, priced at 19999 yuan. This time, Xiaomi’s new mobile phone has branded Alpha and wants to open a new door for mobile phones in the 5G era.
Now, when a product occupies the name of innovation, the road under his feet will become much better. For example, Huawei leads 5G innovation and independently develops chips.
People are eager for innovation and will be more tolerant of innovators. In fact, most of the innovation is to adapt to the new era and attract more consumers.
It can also be understood as not letting yourself fall behind and aging. Why do you say this?
Because many brands and categories are growing up with a generation, because no one is 18 years old, but always 18 years old. When faced with products developed by young people, it is very likely that today it will not be accepted by a new generation of young people.
What should I do if I find that my industry is getting older? ?
An economic report said that in 2019, there were fewer people drinking yogurt in China, and more people were eating noodles. But in recent years, yogurt, which stands for health, has been relatively hot, and instant noodles, known as junk food, have been going downhill. But why is there a saying that “the number of people who eat noodles is increasing?”
Before instant noodles are only seasoning bags and fried noodles, so most people think that instant noodles have low nutritional value, but in fact, as long as they don’t eat instant noodles, occasionally eat one.What is still after 90, they have too many consumer needs, the main thing is that the consumption logic is four: quality life, deep self, alone but not alone and kind glimmer.
These four logics are actually influenced by the spiritual level, which corresponds to enjoying life, hobbies, social needs and social responsibilities. Therefore, if you want to grasp the hearts of consumers after the 90s, whether it is product innovation or brand innovation, they are inseparable from these four aspects.
Innovation has never been a vocabulary for laggards, and only by continuous innovation can we stand in the forefront.