The outbreak of smog allowed us to know the air purifier, and the ultimate pursuit of clean air made the fresh air system appear in the public eye. In recent years, the emergence of more convenient wall-mounted new fans has greatly reduced the “trial and error costs†of such products. New fans are also expected to become the sixth largest after TVs, washing machines, refrigerators, air conditioners and computers. Just need home appliances.
No longer "one pot of stew" What is the most lacking in the new market?
Although the market has begun to take shape, the new wind industry in the early stages of development is still confusing. There are many excellent products in the market, but they always need to worry about the plagiarism and counterfeiting of the opponent without the bottom line. When the "good guys" are tempered by the "bad guys", the final result is the vicious competition of the market, and the victims are undoubtedly consumers. . This scene is no stranger, the air purifier market a few years ago is more exaggerated.
The air purifier market was a bit confusing a few years ago.
In my opinion, in order to change the chaos of the “new pot†of the fresh air market today, in addition to the gradual improvement of the rules, a brand that is excellent enough and dares to “take a decision†is needed.
Good enough is not difficult to understand, after all, excellent products are the basis for winning consumer trust; how to understand how to dare to "take a decision"? If you want to get an answer, we may wish to change the scene more familiar to the public: the mobile phone market.
Apple's influence in the global mobile phone market cannot be ignored
Regardless of whether we admit it or not, in the global mobile phone market, Apple has been the focus of the public for a long time now and in the future, and its every move has an unparalleled influence on the entire market. From the bottom of the Home button design to the non-replaceable battery, to the cancellation of the 3.5mm headphone jack, whether these designs are smart or "mental barriers", will be followed by many mobile phone brands, why?
The root cause is that Apple dares to "take a decision" for most users. The biggest feature of these users is that they don't know what they really need. What Apple does is just send the iPhone to them and tell them "this is the best mobile phone in the world." What is the result? In many people's minds, the iPhone has become the benchmark for their choice of mobile phones.
Of course, if you want to do this, you must first be emboldened by the product. This is also the most crucial point: the brand and the product should be good enough to be confident enough.
From small screen to big screen, Apple constantly updates the definition of “excellent product†for users.
For another example, from the transition from iPhone5s to iPhone6, Apple was almost completely smeared by global users. However, the result is that iPhone6 ​​has become the best generation of Apple's sales. In the end, more than 200 million users worldwide still use 4.7 inches or more. iPhone. It is no exaggeration to say that when you have a good enough product and enough brand influence, you are enough to change the world.
Back in the fresh air market, what is missing in today's market is such a benchmark brand with sufficient influence. As I said before, there are many excellent products in the market today, but there are very few brands that consumers can remember. Most brands even follow the old-fashioned propaganda of the era of air purifiers: “intimidating†consumers by exaggerating the status quo of pollution, or using various promotional methods to “please†users. . . What they lack is exactly the courage to "take the opportunity to make a decision for consumers."
Some people say that everyone in the future society is a product manager. I don't think so. The ability to determine the product design style and function is only a small group of people, they also affect the taste and aesthetics of most people. It is true that the market for fresh air is not yet mature, and its influence is not as good as other home appliances, but as more and more people begin to pay attention to health, this market is not destined to be lonely. The brand that builds its influence from the beginning will be the biggest winner in the future.
For the chaos in the fresh air market, we have too many eyes on the formulation and improvement of external rules, but we ignore the most important factors in the market: the brand and the enterprise itself.
For such healthy products, consumers need a mature and excellent solution; more directly, users need someone to stand up and tell them affirmatively which product is good, and the good company is The best choice for this role.
The formulation and improvement of rules is only an external factor. To completely change the phenomenon of “one pot of stewing†in the current fresh market, it is still necessary to start from the most fundamental internal factors, that is, the enterprise itself. Finally, I went back to the beginning: a brand that is good enough and dares to "take a decision" is what is needed in today's new market.
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