On September 20th, the author was invited to participate in a smart hardware offline salon. Several senior people from the field of intelligent hardware production, R&D and sales shared their views on the industry and products. The author combined with the salon sharing and their own understanding, the smart hardware from the hot to the hot sale is still five hurdles.
One is user demand: users need more than just data, facts and simple controls, but practical solutions.
The current smart hardware products focus on the product itself and pay less attention to user needs. Providing users with more data, providing practical solutions through data analysis, and some products provide data that is not accurate, such as some bracelets. Some products, simply install the control module, control by mobile phone, etc. is called intelligent hardware, such as mobile phone control to turn on the lights, simple and rude, does not solve the real needs of users.
Intelligent hardware should not be the starting point, nor should it be the end point. It is just a process tool that provides users with life solutions through intelligent hardware, providing a new life concept and lifestyle. Therefore, products should not be used for products, but for technology and technology, and should not bring more information anxiety, more operational troubles and unaccustomed to users. The correct way is to fully understand the user's needs, solve the user's pain points through the product, and help the user to have a healthy, convenient and comfortable lifestyle without significantly changing the user's living habits.
The second is product development: what is needed is not a fast iteration, the ultimate thinking, but a better experience, more scenarios and greater industry space.
Using Internet thinking to build products, often the concept is played early, the product jumps frequently and the mass production is more difficult; if the product has just been made, it will be copied and copied. The giant card position has monopolized the product development space; there has been a strange phenomenon of “doing more platforms and making fewer productsâ€.
Rapid iteration, extreme thinking, etc. in Internet thinking are not applicable. Due to the high requirements of process and quality, the intelligent hardware has a long cycle from the establishment to the launch of the market. It is difficult to quickly iterate, and there is also a risk of quality word of mouth. Product development is based on the needs of users. The user's attention is often not the intelligence of one or two functions, but a better experience and enough application scenarios. Even if the product with only monitoring function is extremely extreme, if there is no function to adjust the air quality, there is not much practical value for the user. For small entrepreneurs, it is the best time and the worst. There is plenty of room for innovation. At the same time, the advance layout and card position of the giants will bring the future to small entrepreneurs: either die or be acquired.
The third is the sales channel: online promotion is easy to sell, users pay attention to experience, O2O is a good sales method
The current problem is that the sales of intelligent hardware are often on the official website, or on platforms such as Jingdong and Tmall. Most of the online channels are sold, and the offline channels are less developed. The concept of selling products to users is mostly, giving users the actual experience. Less.
Online promotion, easy to quickly cover larger groups of people, and play a good effect. But online sales have certain drawbacks. How can users easily buy if they don't know what the smart hardware does and how it works? The offline experience is an indispensable part. Therefore, more intelligent hardware sales should consider China Digital, Suning, Gome, and even the operator's business hall. In these 3C, digital department stores, it is easier to turn customers into real users through experiential marketing. Therefore, the online promotion and offline sales of O2O mode is a better way. When the product forms a certain sales scale, there will be a certain amount of space for online sales through word-of-mouth communication.
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