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I especially agree with Bei Xiaoxiao's point of view:
"Don't always think that marketing can solve all problems. Product strength is the foundation of everything. No matter how strong the marketing power is, it can't support a 60-point product. "
In the past sharing, I have repeatedly mentioned that we are experiencing a leap from product-centric to customer-centric, with the aim of creating greater value and moving towards a new road of growth. The shift of strategic focus does not mean that we must give up. On the road of adjusting strategy, we must not step into the misunderstanding that "marketing is more important than products". We must insist on protecting core competitive products while improving marketing power. In the main battlefield where flow is king, we must not lose the pursuit of products, and the core of returning to the essence of medical care is still product value.
In this section, let's first understand a very important role in the operation of medical beauty, medical beauty product manager!
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What is a medical beauty product? Medical beauty products = project/product+technology+service
Before we begin, let's learn about medical beauty products.
Medical beauty products are the basis of building brand core competitiveness, and medical beauty products = project/product+technology+service!
Medical beauty products are comprehensive solutions provided by us according to customer needs or pain points.
Products that meet functional value, experience value and spiritual value are the most competitive;
Product line sorting, product value classification, explosive product creation, product line upgrading strategy and product iterative management will be shared in detail later, and will not be repeated here.
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Everyone is a product manager, but not everyone can be a good product manager.
Why is everyone a product manager?
The product manager is not the person who combs the medical and aesthetic projects into tables, but the person who is responsible for the whole life cycle of the products.
The product manager must be the person who knows the business, customers and needs best!
Because there is no shortage of products in the market and the availability of information is getting higher and higher, what is lacking is only a solution that is more in line with the needs of consumers. The product manager connects all departments in series with products, collects users' needs, is responsible for product update iteration, coordinates the operation of product marketing, and drives the growth of the organization!
Every medical beauty needs to have the deepest understanding of the products he manages, and the success of the products depends on the perceived value of customers. I firmly believe that a doctor who doesn't know the medical beauty of the product is unqualified, and his efficiency can't be maximized without knowing the product!
Every post will be a member of the product chain, and everyone is a product manager, but not everyone can be a good product manager!
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Operation Manager = Operation Manager+Product Manager
Today, the competitive basis of the market is changing from "competitive sales" to "marketing competition"-whoever can meet the needs of consumers more efficiently will win the competition.
Competitive products are definitely not independently completed by the planning department. The core builder should be an operator who knows marketing, customers, processes and is good at development. Every operator must join the product manager attribute, which will be your basic skill in an invincible position. Product is the soul, service is the foundation, and product is a comprehensive solution provided by us according to customer needs or pain points! As for the operator, you should be the main provider of this comprehensive solution besides doctors.
The attribute of product manager lies in finding the right focus, setting the breakthrough direction and grabbing the market through product strategy.
So, for operating officers and products, I think you must have:
1, product thinking: product thinking needs to be improved, which is the basis for increasing customer perceived value.
2. Product strategy: competitive product analysis+competitive analysis to find out the core product advantages formed by differentiation.
3. Hierarchical management: the product pertinence should be clear, and the flow, inventory and circulation should be classified in detail.
4. Intelligent development: product manual creation+training attribute blessing+continuous iterative ability.
5, solve the pain point: great pain is human nature, and the function is small.
6. Information transmission: products are synchronized with marketers, creating potential energy and driving growth.
What is said here is that having product attributes to do e-commerce operations is far more effective and efficient than a single operator. This is flattening, and products are greater than marketing and operation.
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Baidu Encyclopedia has compiled four principles for product managers.
1. Intention: Be responsible for yourself and your products.
My understanding: based on demand, polish with heart and create value.
2. Empathy: From the user's point of view
My understanding: the key to thinking is what users want and what their psychology is, not what bosses like.
Step 3 pay attention everywhere
My understanding: medical treatment is the essence of medical treatment, and the content is output through doctors, consultants, customers and other aspects with a rigorous attitude.
4, heartless: be thick-skinned, don't be afraid of being scolded.
My understanding: no one is perfect, and the product is not perfect as soon as it comes out. Listen to your opinions and do an update iteration.
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In this market, at present, many small and medium-sized organizations only meet the basic needs of customers and attract customers with grandiose advertising language. The upgrade of customer cognition brought by consumption will be eliminated in the popular year if there is no product system superior to competition as a support. We should know that the total purchase value perceived by customers is not only the basic demand, but also the service and a series of benefits expected by the product, including product value, service value, human value and brand value.