The underlying logic behind the brand’s best-selling

Excellent products meet the needs of consumers, and great products meet the desires of consumers. Therefore, to become an excellent or even great product, you must find the conflicts behind consumer desires and problems, and find greater and more lasting conflict opportunities. The author of the following article introduces to us how products solve "desires and problems". Let's take a look.

01

What are the various brands and products on the market used for? Brands and products are used to solve "desires and problems" . Existence is reasonable. Where there are desires and problems, brands and products are needed to solve the problems. Desires and problems have also achieved consumerism. In other words, the underlying logic that drives business success is consumerism. Why are so many people willing to buy branded bags and shoes crazily? Desire!!!

02

Edison said: "You don't know how much men and women love to enjoy, how greedy they are, how much they love to complain, and how much they love to find all kinds of problems." There are endless desires and problems in this world, and the "products" we create will never stop. When a product solves a desire or problem, it will give rise to new desires and problems, and the cycle repeats itself.

03

What is the greatest product in your mind? What products have changed the world?

04

Radio makes words emotional and powerful, and makes it possible for a person to speak to the whole world;
Television has opened a window for us to see all parts of the world, letting us know that the world outside is really wonderful.
The telephone has made carrier pigeons "unemployed" and turned postmen from the most anticipated people to "passersby";
Mobile phone: "Personal whereabouts tracker", everyone is no longer alone in the ocean of life, and the longing becomes less mellow;
With cars, we no longer have to worry about cleaning the smelly stables, and no longer have the feeling of running a dead horse over a mountain;
Wine can make us forget our worries for a moment and let us sleep soundly...

05

The products listed above have one thing in common: when they first appeared in the world, they instantly shocked the world and even completely changed the world and people’s lifestyles.

06

Find desires and problems, create conflicts, change the track, and reconstruct the market. The reason why continuous product innovation can succeed is essentially that human beings are born with the instinct to like the new and dislike the old, love leisure and hate work, and seek benefits and avoid harm.

07

There is a very short joke that says: "Who drives the world?" The answer is: "lazy people". Facts have proved that the lazier people are, the more imaginations and designs they have that go beyond ordinary people, which ultimately make our lives more and more convenient and comfortable; and when a product rises to the top of Maslow's needs, it will involve social interaction and human nature, and the product will become complicated.

08

From simple to complex, and then from complex to simple, whether a product can survive in the world does not depend on whether the product is better or worse, but on whether the product resolves the conflict between desire and problematic products. When the conflict continues to escalate, expand, and change, the product must iterate and innovate. If the conflict does not undergo an essential change, then the underlying functions of the product do not need to change.

09

Why has the zipper not changed? A small plastic tag is better than a thousand buttons, so the zipper still maintains its original appearance! It is almost an "ultimate innovation and ultimate invention." Antibiotics, antibiotics, atomic bombs, and radar are named "the three major inventions during World War II." Miniskirts, the great design of Ms. Chanel, let women jump out of the old world of "as if they have no legs". From then on, the world belongs not only to men, but also to women.

10

The underlying functions of these products have not changed much so far, but they are still needed by the market!

11

What do you think is the value of a product? What is the premise of product innovation? Solve the conflicts, conflicts, and conflicts behind consumer desires and problems!

12

The best-selling products in the world are not necessarily the best products, but the products that can communicate with consumers, create value, and solve consumers' inner conflicts. Why is it that in our real life, "flowers" are always stuck on "cow dung", and the most beautiful girls in school always marry not the boys with the best grades and the most handsome looks, but the boys who are willing to queue up for him to get food every day, send him flowers, buy her all kinds of small gifts, buy snacks, and bring local specialties? The beautiful girls are flowers, that is, "consumers", and the " cow dung" is very good at communication and service, and can solve the inner conflicts of flowers.

13

Take note: products are used to resolve the "conflict" behind consumer desires and problems. It comes from the three attributes of products: core product, physical product, and peripheral product.

14

The core product solves the most basic and important part of the consumer's problem. It is the concentrated embodiment of the product's ability to resolve conflicts, and therefore it is also the real reason for consumers to buy. The core product is the benefit that consumers get from buying this product, just like girls buy cosmetics to make themselves look more beautiful, whiter skin, and shinier hair. Using core products to resolve consumer conflicts must be perceptible to consumers and have sufficient trust. If you use a random selling point to fool consumers, consumers will not believe it at all.

15

Physical products are the form in which the core product is realized, that is, the image of the entity and service provided by the product to the market. Usually manifested in the product's quality, appearance, style, packaging and brand name. Physical products are the actual products you see, hold, use and feel. For example, is the cosmetic you hold a pearl whitening product or an amino acid freckle removal product? Is it water, lotion, essence or facial mask?

16

Peripheral products are all the additional services and benefits that customers get when they buy tangible products, including credit, insurance, installation, after-sales service, etc. For example, when you buy high-end cosmetics, the merchant will not only provide free skin testing, but also give away subsequent skin management services. In simple terms, it means: buy products and get services for free.

17

In traditional commerce, most products only need to achieve one attribute of physical products to have a large market. However, in the era of smart commerce, the speed of product iteration is far beyond the imagination of ordinary people. Only by constantly breaking and reorganizing the triple attributes of products, breaking and reorganizing again, can there be continuous opportunities and space for product innovation. That is why some people say that in the new consumer era, all industries and products are worth redoing.

18

Make the new familiar and the familiar new. In traditional industries, competition based on physical products has become fierce. If you can rise to the level of core product competition and then create conflict by enhancing the value of peripheral products, you can reconstruct the track.

19

For example, Haidilao, which originated in Chongqing, the hometown of hotpot, did not promote "authentic and delicious" but went the other way and promoted "service". It created new conflicts with its ultimate peripheral products and attracted many consumers and gained countless fans with its "abnormal" services such as "manicure, shoe polishing, baby watching".

20

Now that Haidilao has started to improve its service, does that mean it is no longer afraid of competition and can remain unchanged? Of course, it has to change, so Haidilao still needs to constantly stand on the side of consumers, constantly understand their needs, and understand the conflicts that escalate due to their new desires and problems. Only in this way can it always have the opportunity to have a good relationship with consumers.

twenty one

When Haidilao was iterating its products, it once saw a conflict: a person wants to eat at Haidilao, but is afraid of being lonely when eating alone. After seeing this conflict, Haidilao thoughtfully arranged a "friend" for lonely consumers to sit opposite you and eat hot pot with you. This service was once rated "five stars of thoughtfulness" by Dianping.

twenty two

Haidilao learned through Weibo that some consumers like Haidilao very much, but are very resistant to excessive service, which conflicts with consumer privacy. Haidilao immediately launched the "Do Not Disturb" service. If consumers do not want to be excessively disturbed by waiters, they can get a sign with "Do Not Disturb" written on it and put it in a conspicuous place. The waiters will only provide basic services such as serving dishes and clearing plates.

On Dianping.com, consumers gave the "Do Not Disturb" service a high score of five stars, which shows that Haidilao has an accurate insight into consumer conflicts. Haidilao constantly explores the desires and problems that consumers encounter in "service" and constantly understands and escalates conflicts. Haidilao has been leading the way, far surpassing those catering brands known for their delicious food, and has gained great loyalty from consumers (no one can do anything about the epidemic, so don't blame Haidilao for its decline during the epidemic).

twenty three

The best-selling products in the world are not necessarily the best products, but they are definitely the products that can best solve consumer conflicts. The principle that all businesses are worth redoing is that if we cannot change the physical products, can we change the appeal of the core products? If we cannot change the core products, can we innovate peripheral products to provide consumers with a more convenient purchase path, a more pleasant purchase experience, and a more comfortable purchase prelude?

twenty four

Excellent products meet the needs of consumers, and great products meet the desires of consumers. Therefore, to become an excellent or even great product, it is necessary to find the conflicts behind consumer desires and problems, and find greater and more lasting opportunities for conflict. Products that succeed based on the times will die out as the times pass, while products that succeed based on human nature will make the product and brand a symbol of eternity.

The content that great brands ultimately communicate with consumers must be a concept that is higher than products and needs, and comes from human emotions and desires. Therefore, sports brands must firmly grasp the desire of sports spirit and the desire of women to become more and more sexy.

25

Great products are products that can make consumers addicted, and to make consumers addicted, great conflicts must be resolved. The most important reason why cigarettes, alcohol, tea, cola, coffee, and milk tea can "rule" the world is that they all satisfy human desires without exception.

26

Products are the foundation of a business. If your product does not resolve conflicts, then no matter how good your product is, how powerful its functions are, how beautiful its packaging is, or how low its price is, it will still be an irrelevant item to consumers.

27

When material demands are overloaded, the entrance of new products must be found from human desires in order to find a more effective market. The demand for products can be deduced from the desires of consumers. This is the best way. Diamonds have never been the most useful stone in the world, but they are the most valuable stone. Why? Because they create a desire for "sense of security" for love. Debes discovered the huge conflict that girls face when facing love. They desire love but worry about the volatility of love. So it solved the conflict with the advertising slogan: Diamonds are forever, and diamonds are passed down forever. Diamonds are used as a promise of love, and the hardness of diamonds is converted into "promise of love", which brings girls a sense of security in love and solves the core conflict of girls in love.

28

Baudrillard said in his book Consumer Society: "Consumerism means that the purpose of consumption is not to meet actual needs, but to constantly pursue manufactured and stimulated desires." Demands make people identify, and desires make people yearn for them. Look at Valentine's Day, co-branded items, limited edition items, Pop Mart's blind boxes, and skins in games in our lives. These are not actual needs, but waves of consumer desires.