All products are hot-selling products

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But they will have different product marketing focuses for different seasons and different times. Product focus is more suitable for brands with accumulated business experience, who can inventory and integrate existing products and allocate resources rationally. Single product strategy is often used by emerging brands to use single products with development potential and easy standardization to quickly form replicable terminal store chain brands and bring them to market. For example, Tai Er Pickled Fish has only one flavor to choose from in the store, using only one type of fish and one level of spiciness, neither adding nor reducing the spiciness. The fish arrives at the store every day, with a fixed quantity, and the store closes early after all fish are sold out. 2. Why is it product micro-innovation, instead of...


Disruptive innovation? Before we talk about this topic, I want you to think about a question: when we create products, are we creating textbooks or markets ? We will find that in the commercial market competition, those who ultimately win the market are often the latecomers, that is, the second batch of companies entering the market. This is the number library so-called " second place wins . " The first person to try something new has to educate the market and get consumers to accept the new product, which requires a lot of trial and error costs. When the " second party " enters, it is often a period of market maturity and explosion, with huge room for growth. And because of the experience of the first party, the second party can often formulate targeted strategies by observing the advantages and disadvantages of the former. This is what we usually call the " latecomer advantage " . Let's take a look at the new consumer market today. Why can Qifentian stand out among so many desserts? Why can Yuanqi Forest and Kongke instant noodles become the new favorites of young people? Their success does not lie in disruptive innovation of products, but in finding a delicate balance in the existing market through micro-innovation, which just fills the gap.


It has captured a corner of the beautiful life in the hearts of young people. Next, based on the case, I will analyze it from two dimensions. The first dimension is to look at it from the industry perspective. Speaking of new-style tea drinks, the first thing that comes to our mind is HEYTEA, which is recognized as the originator of new-style tea drinks. Speaking of HEYTEA, we immediately think of cheese milk tea. HEYTEA was the first to combine salty cheese milk with natural tea aroma. Cheese milk tea has become HEYTEA's signature product. But in fact, the first brand to launch milk tea was not Heytea, but Taiwan’s Gongcha, which transformed the milk foaming technique of cappuccino coffee and applied it to milk tea, which has since revolutionized the tea industry. Everyone in the industry knows that most of the milk caps in the industry at that time were made of powder, which was something the industry could not get around. From the perspective of consumers, this was definitely not good for the health trend of consumption upgrading, and new breakthroughs needed to be found. Heytea started from consumers and found the products.