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Zhang Yiming once said:

Cognition is the core competitiveness.

However, as I got older and older, I realized that cognition is not the core competitiveness, but experience.

You ask the e-commerce boss: Is the product important? Does the team matter?

Most will tell you that it is important.

However, you look at their daily time allocation, how much time is spent on the product? How much time do you spend on recruiting?

Not much.

In theory, your cognition can be infinite, but time is limited.

Only if you have the experience of optimizing products and creating popular models will you really invest time in products.

At this time, cognition will become the real core competitiveness .

So Shi Yuzhu said:

Listening to experts sharing their entrepreneurial experience is often of no use. There are not many pits that should be stepped on. It’s just that you have heard the sharing, and you will wake up faster when you step on the pit.

Only experience can turn cognition into core competitiveness .

Today I want to share with you a new cognition called “productization”.

What does this sentence mean?

For example, before the iPhone, fingerprint recognition technology or face recognition technology has existed for a long time, and many companies are using these technologies to make products.

However, Apple is the first company to truly commercialize fingerprint and face recognition.

Because although this technology has been applied before, in most cases, it is a gimmick, and the experience is very poor.

Apple’s fingerprint and face recognition products have been tested and upgraded on the basis of the original technology.

By capturing multiple fingerprints and complex algorithms, fingerprint recognition technology has become a truly practical product that has entered thousands of households.

Tencent has been controversial in China. Most of the criticisms are that Tencent plagiarizes and does not innovate.

However, you can’t deny that Tencent is the top product manager in China. Every time Tencent’s success is not just importing QQ WeChat traffic, otherwise every product will be successful.

In my opinion, the essence of Tencent’s success in plagiarism is also ” productization “.

On the basis of other people’s innovation, improve the user experience and pursue the practicality of the product.

A few days ago, I saw a news that the e-commerce brand “Jiaoxia” successfully submitted a listing application.

Jiaoxia mainly produces sunscreen products, with a gross profit margin of 59%, almost catching up with the gross profit margin of liquor.

Banana’s most successful product is the female sunscreen umbrella, which emphasizes “black technology for sun protection”.

However, according to the “Dad Evaluation”, although Jiaoxia can indeed block 99.9% of ultraviolet rays, the Paradise Umbrella can also achieve 99.8%, with a difference of only 0.1%.

The genius of Jiaoxia is that although the emphasis is on sun protection, it has achieved a “high premium” by relying on sunscreen black technology.

But winning the market is because they secretly worked hard on the product experience.

For example, a “capsule umbrella” can be made into a girl’s bag. The color and design of the umbrella allows women to use the umbrella not only for sun protection, but also for taking pictures and beauty.

Maybe some sellers heard this, and the words popped up in their minds:

We are a small company, we can only sell existing products, and cannot “productize”.

No, you can do it.

I don’t know if you have heard a story:

There is a problem with the canning line. Some bottles are empty, and it takes a lot of manpower to pick them out.

If you want to solve this problem, you need to invest millions, on a device.

The final solution to this problem only cost a few dozen dollars.

I bought an electric fan and blew on the bottle, but all empty bottles are easy to blow away.

This may be a fabricated story, but it provides us with a good idea for ordinary sellers to productize, that is, ” workaround “.

I still remember what I said before, we made a large-capacity water bottle for women’s fitness, and the survey found that women’s needs are to bring a straw, so that the lipstick will not be rubbed off.

The conventional solution is to make another set of molds with straws, which are customized for female customers. This is indeed not something that small sellers can easily do.

However, I saw another Yiwu brand that solved this problem at a very low cost.

It is to insert a suitable straw into the original opening, and the lid is hidden inside. When the lid is opened, the straw will automatically pop out.

Moreover, if it is used by men, you can also take out the straw directly, and drink directly without a straw.

So far, this large-capacity kettle has become the top of the kettle sales. It has won the market through productization and the ultimate user experience.

Well, I’m here for 5 minutes today.

In many cases, pioneers often become martyrs, and it is the enterprises and individuals with a “product-oriented” mindset who really win the market.

Find out who the user is, find the usage scenarios of the user’s products, pursue the ultimate experience, and iterate periodically, then the market will naturally reward you.


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