Company value is delivered through products
How to display the value of a company has always been a problem that companies must solve. Valueless companies cannot survive. In what way is a valuable company to deliver value is a very difficult problem to choose. It happens that products can play a role in it.
To study the success of a company, many people start from the corporate strategy, but I prefer to start from the product. When determining the price of a product, many companies fail to understand that the product itself does not reflect the price, but instead reflects the company's value pursuit. If we only understand the market from the product price, it can only lead to the dilemma of competition in the market. This is also a common problem for Chinese companies.
Only by starting from the company's pursuit of value and delivering the company's value through products can customers and the company establish a value choice relationship. Once such a relationship of value choice is established, the company can return to the customer's pursuit of value and make contributions.
Xiaomi mobile phones are a good case. Xiaomi has created a high-quality smartphone specifically for enthusiast-level mobile phone controls. The founder Lei Jun said when he talked about why he made Xiaomi mobile phones, as far as the current development trend is concerned, China is the world of mobile Internet in the future. Smartphones and applications will carry most of the needs of users, although in the past many years, a lot of money has been spent on mobile phones. , From Nokia, Motorola, Samsung, to the current iPhone, there are many unsatisfactory places such as poor signal and disconnection during the day. As a senior mobile phone enthusiast, I know that only a high degree of software and hardware combination can produce good results and have the ability to enhance the user experience of the mobile Internet. Based on this idea and ideal, another group of entrepreneurial partners with passion and dreams contributed to the driving force behind making Xiaomi mobile phones.
Connecting employees to products inspires real vitality
How to stimulate the vitality of employees is a fundamental issue that companies pay attention to. People think about this issue from different angles. More companies choose incentive mechanisms, corporate culture construction, and create a new organizational environment.
I agree that these efforts are all necessary, but instead of achieving these efforts, the vitality of employees is stimulated, and even more difficult is that the vitality stimulated can only be maintained for a period of time. After a period of time, the employees will show up again. The original state cannot be changed. But in fact, observing a dynamic company, you will find an exciting phenomenon: vitality comes from the interaction between employees and products. For example, the following companies.
which is considered to be a dynamic company, employees talked about the development of new products, each employee is proud to be able to innovative products, the result is the company from top to bottom are constantly releasing enthusiasm.
This small airline, in simple and plain cabin to create a happy and enjoy the journey, for 20 consecutive years of sustained growth and profitability, more importantly, to create customer acceptance of new aviation mode. Every employee is a representative of Southwest Airlines' service products, and every employee truly feels the happiness brought about by happiness, thus inspiring the power of every employee to bring happiness to customers, and making the product a value link that connects individuals and teams.
sea fishing experience shows that employees feel good has a remarkable significance. Haidilao starts with the food, clothing, housing and transportation of employees and provides them with good services. These measures make employees feel special treatment, and because of such treatment, they feel the company's respect and cherishment for them, and they have developed a sense of pride and mastery in their hearts. Once this feeling becomes the consensus of employees, it will play a huge role. Haidilao gives employees the feeling that the company cares about their employees, and this feeling has also created the employees' caring for customers.
The product carries the "spirit"
Today's consumption is no longer purely material consumption. What people need is to satisfy spiritual pursuits through consumption. The emergence of many high-spirited products and services on the market is sufficient to illustrate this phenomenon. Observing the market, it is not difficult to find that successful products must resonate with customers. Consumers must achieve value recognition through product consumption. The most common approach is to provide spiritual pleasure beyond function.
The Danish futurist Rolf Jensen believes: "We can say that 1999 was a critical point, when Europe and the United States began to clearly discover that the information age will not continue. In other words, humans We are about to enter a new era—an era dominated by stories. We will transition from emphasizing information to pursuing imagination!"
He cited the egg story to illustrate this point. In 1990, almost all Danes bought eggs produced on industrialized farms, and only a few chose eggs from natural farms. After all, the price of eggs produced naturally was twice that of "industrial" eggs. By 1999, half of the eggs in Danish supermarkets came from free-range chickens. The product is the same, the taste is the same, and even the laboratory can't find the difference between the two. Customers desire the romance of nature, rural feelings and animal welfare, and they would rather pay for it. It can be seen that "we now choose products that contain touching stories." His conclusion is that "when we shop, we actually look for stories, friendship, care, lifestyle, and character in the product. We are buying affection."
If a product can’t adhere to people’s imagination and yearning, the product will not survive. Maybe we can interpret it with a series of concepts such as "emotion", "spirit" and "dream", but all of these describe a The fundamental fact is that it is a product with a soul, not a simple function and structure.
The products people consume are no longer the products themselves, but the emotions and expectations of consumers themselves. Consumers reflect their thoughts, expectations and even dreams on the products, hoping to use the products to sustenance, feel and even vent themselves.