Abstract Into the hypermarket, 3M products can be seen everywhere: "home life" has water purifiers, melon cloth, sponges, magic care; "personal health" has acne stickers, masks, earplugs; "decorative storage" has no trace Hook, post-it; "car area & rdq
Into the hypermarket, 3M products can be seen everywhere: "home life" has water purifiers, melon cloth, sponges, magic care; "personal health" has acne stickers, masks, earplugs; "decorative storage" with no trace hook , convenience stickers; "car area" has engine cleaning supplies, insulation paper ..., the product is diverse, sweeping all ages. Wang Siting, chief of the Minnesota Mining Manufacturing (3M) in Taiwan, said with a smile: "Consumer products account for only 20% of us, and 80% of them are not noticed." For example, Under Armour's reflective material, Lexus soundproofing The plates on the plates and 7-11 signs are made by 3M.
Why is 3M's product creation so strong? Wang Sixing summed up three key points: First, product development has SOP, second, the company itself is a material company, employees have sufficient resources, and third, Taiwanese are deeply entrepreneurial. As long as resources are given, they will actively innovate. In summary, only 3%-40% of 3M's annual revenue comes from new products.
Product Development SOP, 7 steps to create a red-hot product 3M marketing staff will personally visit the consumer's home, gain consumer insight, and use this as a core to think new ideas. Then explain to the designers and manufacturers, discuss the feasibility, the final one has to go through 7 steps, repeatedly verify whether the product can meet market demand, whether it has market potential, and the commodity will be listed.
Take the air purifier that was sold out of stock in just one month in 2016. In fact, as early as 2004, 3M introduced air purifiers to Taiwan, but its sales in Taiwan have ceilings, and the market penetration rate is 15%- 20%, how to advertise can not break through.
Later, Wang Siting discovered that most of the households in Taiwan were not large, and they had been filled with all kinds of home appliances. "There is no room at home!" On the other hand, in response to the humid environment in Taiwan, it is better to buy a dehumidifier than to buy an air cleaner. . So Wang Siting simply combined the two functions into one.
The filter material of the air cleaner is a 3M strength. They still focus on the air cleaner, supplemented by dehumidification. Clean air with dehumidification ability and enhance functionality (concept). Again, it is to discuss with the technical staff, is there any technical obstacle? Avoid the concept is good, but can not do it.
Once it is determined that this innovative concept is feasible, it will enter the product development and manufacturing phase. The first is "product development", designing product specifications, appearance, etc. Secondly, whether the product can be “scale up†refers to whether the product can be mass-produced, because sometimes the design concept is good, but the cost is too high or the price is too expensive and forced to abandon. The stage has to be considered.
The last and most important thing is marketing products. Planning "launch" includes product naming, how to arrange the way, after-sales service arrangements, etc.; and formulating a "postlude" strategy, such as if the product is not sold well? The focus is on arranging supporting measures to avoid waste of resources.
The key to innovation is the entrepreneurial spirit and abundant resources. In addition to developing products based on consumers and the local market, Wang Siting specifically mentioned: “The key to such an endless innovation lies in the resources provided by 3M, and 'Taiwan’ people'."
She believes that Taiwanese people have the spirit of entrepreneurship. As long as you give him enough platform and resources, they will see these materials, just like entering Baoshan, they will come up with various ideas.
And 3M has a total of 46 technology platforms in raw material research and development, such as grinding and mucous membranes. This allows technicians to match different technologies and produce hundreds of millions of combinations, so almost any idea that has market potential can be developed. At present, 3M has more than 50,000 products in the world, and there are more than 30,000 in Taiwan.
In addition, 3M has a total of 85 laboratories around the world with 46 technology platforms for material innovation. But only 45 of them have the ability to develop products, that is, to link technology to the market and turn it into a product. Taiwan is one of them, and these are the reasons for continuous innovation.
Brand localization strategy: innovation has regional differences, according to consumer attributes, research and development of goods in Taiwan, the definition of innovation is to strengthen the "convenience" of life, such as product availability, accessibility, the most mundane use of products, etc. . However, in advanced countries such as Europe and the United States, the so-called innovation is to solve the "difficulties in life". For example, it is very normal to go to the store for purchase once a week in foreign countries. Without a convenience store, it will not cause too much inconvenience.
This is also the reason why Taiwan's 3M is different from the US headquarters. Many materials used in the world do not necessarily have a market in Taiwan. Therefore, Taiwan will develop the direction of innovation, focusing on whether there is “accessibility†of goods, and based on this, find a market gap that can be satisfied, and then develop consumer goods that are frequently used, such as acne stickers and heat insulation paper. .
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