南掌柜·电商新品开发——微创新，电商新品微创新是你企业发展的护城河

E-commerce new product development - micro innovation, e-commerce new product micro innovation is the moat of your business development
南掌柜·电商新品开发——微创新，电商新品微创新是你企业发展的护城河

1 Business pain points
1商家痛点

The cost advantage is gone
成本优势荡然无存

Innovation is copied
创新被山寨

Backward technology
技术落后

The ebb and flow
此消彼长

Passive iteration
被动迭代

The new product is a change of packaging
新品就是换包装

Unclear demand
需求不明确

Product capability is gradually lost
产品能力逐渐丧失

There's no incentive in R&D
研发部门没激励

2 N pain points of product development
2产品开发的N个痛点

Long development cycle
开发周期长

Low development efficiency
开发效率低

The channel advantage collapsed in an instant
渠道优势瞬间瓦解

Poor product quality
产品质量差

Common goods
大路货

The speed at which new products are produced depends on printing
出新品的速度取决于印刷

Individual hero
个人英雄

Low development efficiency
开发效率低

Trial and error, trial and error, trial and error
试错试错试错

Cross-departmental management is difficult
跨部门不好管理

Technological innovation
技术创新

Unclear location
定位不清楚

6 day course outline
6天课程大纲

Day 1
第1天

Product-driven: A new path to growth
产品驱动：增长新路径

1. Traffic anxiety, product competition era;
1.流量焦虑，产品竞争时代到来；

2. Product is 1, marketing is 0;
2.产品是1，营销是0；

3. Product competitiveness evaluation;
3.产品竞争力评估；

4. Tools: Product Competitiveness Evaluation Form;
4.工具：《产品竞争力评估表》；

The second day
第2天

Double drill model: systematic innovation
双钻模型：创新有体系

1. N pain points in product development;
1.产品开发的N个痛点；

2. Double diamond model introduction;
2.双钻石模型介绍；

3. Judging criteria for product success;
3.产品成功的判断标准；

4. Tool: "Product Success Judgment Form";
4.工具：《产品成功判断表》；

The first day
第❸天

Demand discovery: Opportunity and choice
需求发现：机会与选择

1. Demand is the root cause of the explosion;
1.需求是爆款的根本原因；

2. See needs by search terms;
2.通过搜索词看需求；

3. See demand through competitive products;
3.通过竞品看需求；

4. See needs through little red books;
4.通过小红书看需求；

5. See needs through users;
5.通过用户看需求；

6. Opportunity selection and analysis;
6.机会选择与分析；

7. Tools: Product Project Approval Report;
7.工具：《产品立项报告》；

The fourth day
第4天

Direction definition: focus and characteristics
方向界定：聚焦与特性

1. Characteristics are the difference point of products;
1.特性是产品的差异点；

2. First feature;
2.第一特性；

3. Secondary characteristics;
3.次级特性；

4. Hidden features;
4.隐藏特性；

5. Tool: "Identify Product Characteristics";
5.工具：《识别产品特性》；

The fifth day
第5天

Innovation: Development and improvement
创新创想：开发与改良

1.18 micro innovation directions;
1.18个微创新方向；

2. Brainstorm;
2.头脑风暴；

3. Product prototype: products and services;
3.产品原型：产品与服务；

4. Tool: Micro Innovation Method;
4.工具：《微创新方法》；

The sixth day
第6天

Prototype implementation: Action and iteration
原型实现：行动与迭代

1. Affinity diagram;
1.亲和图；

2. Stakeholder analysis;
2.利益相关者分析；

3. Product prototype and iteration plan;
3.产品原型与迭代计划；

4. Discussion Tips: What other product problems are you worried about?
4.研讨支招：你担心的产品问题还有哪些？

5. Tools: Product Prototype and Development Plan.
5.工具：《产品原型》《开发计划》。