CCIAI

1, introduction

Creating explosives is the dream of every entrepreneur! The so-called explosives can not only detonate the market and gain great attention and reputation for enterprises, but also bring explosive growth for enterprises and quickly realize the transition of enterprise performance and capability. Among the thousands of mobile phone brands, Apple has been upgrading on just one product, accounting for 12% of the market share and about 90% of the total market profit. In the five years of millet development, the sales of millet mobile phones showed explosive growth, which laid the foundation for the ecological layout of millet industry and established the leading position of millet in the domestic mobile phone brand. Independent brand enterprises are more and more deeply aware of the role of explosives in leading the market and promoting the brand. After all, hundreds of SKUs on the shelves might as well launch one or two explosives. So-called, less is more!

A large number of enterprises have worked hard to develop countless products. They hope to be able to emerge several high-quality products and explosives in many products, so that they can easily occupy the market with overwhelming advantages, but they can not win and win more or less. Little wonder, it's not luck to build explosives. Only with the most innovative team and the rigorous product innovation management system, it is possible to develop competitive products and build a leading organizational innovation capability.

Facing the same confusion and challenge, J Company of the net drinking water industry has found an easy way to help it build product innovation management system, enhance organizational innovation ability and create competitive products.

2. Background Introduction

After nearly 30 years of development, J company has a good accumulation of technology, brand, channel, users and industrial chain resources in the water purification industry. The company's top and middle management team and the backbone of business technology are generally stable. Under the leadership support of the holding group and the leadership of the management team, the company has achieved good results, and formed a culture and atmosphere with its own characteristics.

In recent years, with the rapid development of the net drinking water market, the giants at home and abroad are striving to enclose their territory, the competition is becoming increasingly fierce, the overall profitability of products is declining, the market expansion and growth lag behind the main competitors, the products lacking leadership and high expectations for a long time are mediocre, J company once faced with more severe development challenges!

3. Pain Points of Enterprises

As a leading enterprise in the early aquatic household appliances industry, J company's internal product R&D and innovation system is becoming increasingly problematic, which is difficult to meet the company's competitive needs in the new stage and new situation. Management is not satisfied with the performance of innovation performance in the past 3-5 years in terms of "more, faster, better and less":

1. J company invests tens of millions of R&D funds annually and loses more than 3 million moulds annually. The failure cost of new product development is high, and the success rate of new product development under the guidance of follow-up strategy is far lower than that of competitors.

2. J company has hundreds of products, of which more than 80% are in a silent and unprofitable state, and have not been re-produced and sold, and high-end water purification and drinking water products have not opened up in the market competition. Behind the silent data are more sluggish materials, semi-finished products and finished products.

3. To examine the company's development potential, the new product sales contribution index is very important, and its low ratio indicates that the enterprise's development potential is insufficient. In recent two years, J company's contribution to new product sales is less than 10%, which shows that the enterprise's development momentum is seriously inadequate.

4. Due to the serious delay of new product development projects or the uncontrolled development cost, the market sales are very passive, from the front-end of the market fluctuation to the production end, product end, procurement end and so on, resulting in the low morale of product development team and high mobility of personnel.

4. Enterprise Demand

J company invites Luyi team to provide expert consultancy services and hopes:

1. Accurately diagnose the current situation, problems and root causes of product R&D system of J Company, and form a consensus with management.

2. Luyi experts provide solutions to enhance the competitiveness of product research and development, guide the internal team to design the path of market success, capability upgrading and system improvement based on product-driven, and promote the concept renewal and structural optimization of internal organizations.

Within 3, 1-2 years, the company launched products with significant competitive advantages, and through 2-3 years of continuous efforts, J company returned to the leading position in the industry.

5. Customer Value

Through the joint efforts of both sides in the past two years and the continuous self-improvement of J Company, the project has achieved many results since its implementation.

1. Text achievements: product line strategic planning, organizational documents, performance incentive documents, nearly 30 process documents, more than 140 templates, basically build a product R&D and innovation management system matching J company's business needs.

2. Talent Achievements: Over ten qualified key management and professional posts have been trained, of which:

Five qualified project managers

Three Qualified Product Managers

Two Qualified Process Managers

3. Product results:

Delete 4 redundant product lines and dispose of hundreds of redundant and silent product models

Successful completion of pilot kitchen water purification project

Effective support for strategic product X series high-end water purifier successful listing and continuous iteration update