We need to be disruptive because disruptive products

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can easily create barriers in consumer acceptance and awareness of the product. Micro- innovation refers to a " micro -innovation product " created within the range of products known to consumers to target a specific demand or highlight. It finds the user's pain points through tiny rigid demands, tiny focus, and tiny iterations, making the product scream and triggering user word-of-mouth marketing. for example: Creative design on product packaging Create derivative products through cross-border and IP forms Create differentiated product usage scenarios Invite celebrities or KOLs to endorse products to increase added value Personalized customization of products These methods will greatly reduce consumers' cognitive costs and quickly promote conversion purchases. This is a constellation perfume from MINISO . Although its price is very cost-effective compared to many perfumes on the market.


, only sold for 10 yuan, but the sales of this product in stores have always been not so ideal. So the question that needs to be answered in this project is why consumers would choose a perfume that looks ordinary? Finally, we collaborated with the famous zodiac blogger Tongdao Dashu, who has tens of millions of fans, and redefined it from " an ordinary 12 zodiac perfume " to " the first zodiac perfume customized for you " , upgrading it from product significance to consumer significance. Consumers number library may not necessarily be loyal to brands, but they will definitely be loyal to the release of their own social signals. When consumers choose a product, apart from factors such as usability and function, they also choose a label as a person in society, and some signals in various aspects such as aesthetics and attitude . And great brands have never simply sold products, but rather sold their values and labels, linking any product with the wonderful lifestyle that consumers aspire to, thereby forming a concept that allows consumers to live a wonderful life by purchasing this product. It is with this in mind that we finally designed this fragrance.


The water bottle has been upgraded from a very ordinary glass bottle to a unique form that consumers can place anywhere in the room. It immediately became a hit in the store. This is the cumulative effect brought about by micro-innovation. Finally, I would like to remind you that innovation is not for the sake of innovation. We innovate to solve users’ pain points and to realize a better life for users. 3. When creating products, the top leader should not be the one “ standing on the shore ” When I was consulting for companies, I experienced many such things. When you asked the top leaders of most companies about the products, most of them had no idea. If you asked the people below them, they would say, "I don't care about the products, I only care about the overall direction." However, once the direction of the enterprise is determined, does it need to be managed every day? The boss is the one who controls the steering wheel. In addition to strategic layout, product research and development is also the most core part (especially for product-oriented retail companies). The direction and strategy of a business have nothing to do with consumers;