How to create a monthly sales of more than 100 million online hot goods? Tulas product manager unveils secrets for you

category:Internet
 How to create a monthly sales of more than 100 million online hot goods? Tulas product manager unveils secrets for you


A good product has its own publicity effect. As many as wild spokesmen of this fan, turas has even been searched three times in a month. If we didnt interview Liu Kai in person, we would think that this is the normal marketing operation of the brand side. Both Wu Yifan and Eric, who is highly recommended in the day-to-day program, are the spontaneous use of stars and Amway. Our department received feedback from the brand department from time to time. This star was using it, and that star was also using it. At that time, we were at a loss. Even when we saw a picture of Wu Yifan wearing a fan for the first time, we didnt even dare to make a forward lottery. Liu Kai felt honored but also lacked the understanding of new media. Until now, a large number of imitations have sprung up, we began to carry out brand marketing Action to passive defense, turas used to just work hard, the station outside the propaganda can be said to know little.

Do Internet red products or good products?

The train of thought that makes net red product is: appearance value, profit and hype. And good products are: research, innovation, obsession. Who would have thought that it was a product that had suffered several crises and almost died.

How to position the product? Is it to solve a pain point of users? Is it to lock in a differentiated scene? Or beat other products in terms of parameters? Do you compromise market demand?

The following is a self-report of product manager Liu Kai:

Review the history of product evolution? I like to do this pervert thing

In the summer of 2019, tulas began to plan the necked fan project.

So, I began to think back to the portable cooling equipment of human beings in the past, from the Pu fan of Jigong, to the hand-held fan used by Yongzheng emperor of Qing Dynasty, and then to the portable hand-held fan which is widely used in Taobao. So, is there any difference between the portable fan and the Pufan of Jigong? The answer is no, because it hasnt liberated your hands. Although you dont have to shake the fan, your hands are still sour.

Later, a caring person thought of a good way to hang a rope around his neck, from hanging a fan to hanging two fans. This is the most common hanging neck fan of our time. But according to this logic, can you imagine what portable fans will look like in the future? From two to three, four, and even the whole neck?

Its not safe to forget disgrace and ugliness. The simple design can even become a killing weapon in some scenes. When used in the kitchen, not only will not bring you a sense of cool, and even will pour smoke, people smoke enough. This is more than that. For girls with long hair, it has become a hair curling machine.

As only two fans directly blow the face, the most important part of the back of the ear can not be blown, so the cooling speed is slow. There is another problem with direct blowing. The wind is too hard and it is very sharp.

Our product experience group bought back 10 kinds of competitive products on the market, started deep experience and research, and finally concluded that: not good looking, unsafe, and not good cooling experience are the three core problems that we need to solve urgently. If lets redefine this product, what should we do?

Break the stereotype: why do fans have to look like fans?

But thats not enough, because theres a wind coming out of it. If the wind is too strong and blows too hard, its easier to catch a cold? One of the researchers asked. After a heated discussion, Dysons vaneless fan has brought us inspiration. It is different from the traditional sliced fan blade. When the traditional blade rotates, it will cut the air, resulting in unstable air flow, which makes people feel uncomfortable. While Dysons vaneless technology, although the air flow is strong, it can deliver comfortable and stable wind. No leaf also solves the problem of curling hair.

360 u00b0 wind around and leafless fan combine these two concepts organically. This bold and creative idea inspires everyone. We think that in this way, we will completely change the whole experience brought by the hanging neck fan.

Internal and external attack: the boss stops the project and the competitive product is about to come into the market

Our group has been looking forward to this new concept product for several months, and we feel that it is the worlds first leafless hanging neck fan with 360 u00b0 surround ventilation, which will definitely subvert the industry and become the next outlet. But after nearly half a year, the biggest problem appeared: it . no wind.

In order to achieve the surrounding wind, the airflow actually flows from the bottom to the top, and the speed will be cut off in the process of climbing up the slope. Before reaching the peak, the wind force is gone. At this time, we understand that the problem before us is: how easy is it to change the track of the wind?

A hanging neck fan doesnt work. Are you playing with me? This is the bosss original words. He told us to stop the project in front of the whole company at the morning meeting. Although we have registered the patent of the leafless hanging neck fan, it is said that the competitive products are ready to be put on the market with the concept of no leaf. Our project manager Wu Xun Huan is crying, saying that we should give up the 360 u00b0 surround wind first and launch it as an iterative model, and seize the market with no leaf. Now its easy to say that this depressing atmosphere has lasted almost the whole spring festival.

A man of benevolence must have obsession

I like to watch Zhou Xingchis movie Su Qier. Su Qier is a fighter who cant support him. But when his fate almost forced him to a desperate situation, he had the obsession of revenge. After a lot of heart and patience, he finally gained what he could not and became a Buddha in one day. The reason why people can overcome difficulties is because they have obsession in their hearts.

At that time, under the pressure of competition from the above and from outside, I made a picture of the whole group: regardless of what the competitors want to do, we only need to focus on what we want to do. Only by 360 u00b0 circular soft wind can we cool down the whole body quickly, and it wont be hard to blow for a long time. This is what a portable fan should look like. In any case, were going to get this thing through.

Soon, the technical difficulties were overcome by us. Unexpectedly, we were inspired by journey to the West. One of our colleagues proposed that we could change the air outlet from the previous strip outlet to the Buddha beads of Sha Seng, which is similar to the arc-shaped air outlet, arranged from large to small like a runway, and then through the extrusion air outlet mode and the brand-new air duct design, we can solve the problem of wind force decreasing in the process of climbing, but the technical realization still needs time to verify.

At the beginning of the year, it was also the most serious period of the epidemic. It can be said that at that time, our development team had ignored life and death one by one. It was no longer for the sake of money, for the sake of winning or losing, and for competing with the boss. It was a milestone in the history of fan. Lao Li, an engineer, simply put up a bed in the company, ate and slept in the company for a month, and made more than 30 kinds of air duct schemes.

Finally, this centurys problems have been overcome. We can be very proud to say: the track of the wind has been designed as a work of art.

The most expensive but the highest sales, consumers are not stupid?

Cooling effect: comprehensively improved from three dimensions:

Wind coverage: 360 u00b0 surround wind from 2 oclock to 48 outlets, and direct blowing around the neck to avoid cold. The wind coverage area is 3 times of the past to achieve rapid cooling effect;

Wind feeling: in fact, the wind force of the traditional hanging neck fan at 2 oclock is very strong, but after blowing for a long time, the wind feeling is very hard; tulass hanging neck fan adopts the leafless design, the wind is very soft, close to the natural wind feeling;

Wind adjustability: Although a large number of imitations copy the concept of 360 u00b0 air outlet, they are made of low-cost materials, and they can not adjust the angle and freely control the direction of the whole blowing. The actual blowing experience is not ideal, and the sweating and fever of the neck is more serious after a long time of use. The most expensive stainless steel is selected inside the toulas neck fan, which can be bent for more than 100000 times without reducing the service life without any neck scalding problem.

In terms of weight, we have optimized the overall structure and materials to make it the lightest product among the high-end fans of its kind. It weighs only 220g, even lighter than a mobile phone.

Wear and match essential: earphone like model design, neutral appearance, suitable for men, women, old and young, suitable for different personalities, can cooperate with publicity, can also cooperate with low-key, not abrupt, not dazzling, integrated into daily wear and life.

The idea of tulas is to connect users with good products and deliver value to the world, even if its just a little bit better. For example, our fans can rewrite some peoples emotions in mobile space. When they move outdoors or in a confined space, it is no longer a sense of suffocation. People are tired, make-up removed, stuffy, hot and bereaved. We hope to see that they are comfortable, relaxed and happy. Forever, STAYCOOL is the attitude that our product represents and the way to change the world. Source: editor in charge of mass news: Chen Tiqiang_ NB6485

The idea of tulas is to connect users with good products and deliver value to the world, even if its just a little bit better. For example, our fans can rewrite some peoples emotions in mobile space. When they move outdoors or in a confined space, it is no longer a sense of suffocation. People are tired, make-up removed, stuffy, hot and bereaved. We hope to see that they are comfortable, relaxed and happy.

Forever, STAYCOOL is the attitude that our product represents and the way to change the world.