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Rupa Islan
Aug 02, 2022
In Welcome to the Forum
Nowadays, the word "productism" is abused to a large extent. It seems that "productism" has become a sword of grace, which can help companies move forward. If companies do not talk about "productism", it seems to become political Incorrect. However, we have always been skeptical about "productism", and we also believe that it is necessary to remind enterprises of the limitations of "productism". Even in the realm of the consumer internet, the term "productism" is quite misleading. Internet products do not need to be Buy email list sold multiple times, but long-term user operations after acquiring customers can be regarded as a model of "one download, lifetime use". The interaction between products and users has become more important, and product update iterations are also regarded as users. part of the experience and anticipation. But for a diverse user group, "what is a good product" itself has many different faces. For example, you can say that WeChat and Pinduoduo are both good products, although their user experience in some dimensions is very different. , and this is only because different users have different priorities in different scenarios. Therefore, instead of saying that "productism" is king, it is better to say that it is essentially "userism", and products are the means to meet user needs. However, it must be understood here that the needs of users for brands are diversified, and the iterative innovation of the product itself may not be the one with the highest priority among user needs. That is to say, the product is only one of the means to meet the needs of users. This is even more instructive in the consumer industry. As a traditional real economy, the fast-moving consumer goods industry not only has a complex upstream and downstream industry chain, but also has the characteristics of multiple repurchase. Each consumption of the user needs to make a new decision, which can be regarded as "multiple purchase and multiple use". mode. It is also for this reason that users often consider product quality stability and price more than iterative innovation of the product itself. Without understanding this, talking about "productism" is likely to lead astray.
New consumer brands need to jump out of the trap of "productism"
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Rupa Islan

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