产品定义
PRODUCT DEFINITION
专注硬科技
创新的孵化机构
Mainstream hard technology
Innovative incubation institutions
- 谋定而后动，事半而功倍。在经过长达一个月的调研之后，团队的思路逐渐清晰，形成如下产品定义：
- 核心卖点：助力水下活动，给使用者从未有过的体验感。
- 功能简化：产品功能绝不复杂化，坚持少即是多的原则。
- 安全可靠：品质有保障，避免使用风险。
- 简洁易用：傻瓜式操作方式，轻巧便携，来去自由。
- 价格亲民：3000-5000元。
- 使用场景：泳池、海滩、水上乐园、假日酒店、潜水、浮潜。
- 用户画像：主打海外兼顾国内，青少年，中青年家庭及子女，城市军民，积极自我，现代消费观念，可支配资产2星及以上，人群覆盖范围广泛。
- 在最重要的产品定义这个过程中，七一二团队从市场、应用场景和用户角度出发，抓核心问题，对产品尺寸给出硬性明确要求：产品必须能够放到20英寸拉杆箱内，从而实现便携，这是该产品定义中最重要的一个内容，这个决策和定义，是将该产品和竞品区别开来，拓展了使用场景，由专业设备变成消费品的最重要的一环，改变了原来竞品由于尺寸较大只能在海边租赁变成了可以方便便携，可以携带上飞机，可以走进千家万户的一个产品。
- It is twice as good to act after a plan. After a month of research, the team's ideas gradually became clear and formed the following product definition:
- Core selling point: Help underwater activities, giving users a sense of experience they have never had before.
- Function simplification: Product function is never complicated, adhere to the principle of less is more.
- Safe and reliable: the quality is guaranteed to avoid the risk of use.
- Simple and easy to use: simple-to-operate mode, lightweight and portable, free to come and go.
- The price is close to the people: 3000-5000 yuan.
- Usage scenarios: swimming pool, beach, water park, Holiday Inn, diving, snorkeling.
- User portrait: Focus on overseas and domestic, teenagers, young and middle-aged families and children, urban military and civilian, positive self, modern consumption concept, disposable assets of 2 stars and above, a wide range of people.
- In the process of defining the most important product, the 712 team from the perspective of the market, application scenarios and users, grasp the core issues, and give hard and clear requirements for the product size: The product must be able to be put into a 20-inch drawbar case to achieve portability, which is the most important content in the definition of the product. This decision and definition is to distinguish the product from competitive products, expand the use scenario, and become the most important part of the transformation from professional equipment to consumer goods. The original competitive products can only be rented at the seaside due to their large size, and become convenient and portable. A product that you can carry on an airplane, that you can walk into millions of homes.
