If the combination of the luggage brand LV and the street fashion Supreme, many young users are surprised and surprised. Then, the architects of the design circle have even crossed the border into the fields of clothing, luggage, etc., and designed various creative products to successfully interpret the meaning of unbounded innovation. However, what most people did not expect is that it is an original invention sink dishwasher that has entered the hardware circle from the fashion circle and the home appliance circle and opened a new realm of cross-border. It is not just a clash of all walks of life, but also a generalization of the heat wave in the industry.
Judging from the reaction of the first-line market and consumers, unlike the fashion season's “new season†hot roller coaster, the cross-border side-sink dishwasher based on the original invention is still hot for three years, changing the development of many industries. And the track of change. There is a deeper meaning behind the cross-border inventions, which is intended to integrate resources across borders to meet the individualized and differentiated needs of more consumers.
This is undoubtedly a question worthy of our deep thought. From the current point of view, in the cross-border original invention explosions such as Fangtai Sink Dishwasher, behind the continued popularity, there is a point of interest and innovation that directly hits users' pain points and minds.
Jumping out of the joint name, cross-border into the world's most fashionable trend
Last year, there was a phenomenal product in the fashion circle. It was the joint series of Louis Vuitton and Supreme. To what extent did it fire? Line up and buy it overnight, and you can't buy it with money. This is a joint collaboration between luxury goods and street brands. But let a lot of people in the fashion circle speak straight: I did not expect it.
From the fashion world, the design circle to the home appliance industry, why is the joint explosion of glamour that is not worthy of cross-border originality?
It seems that all companies, whether they are high-end luxury brands or street fashion brands, for the user, nothing can't be changed. This is the truth of business, and it is the driving force behind the company's eternal development of passion.
In fact, joint names in the fashion circle have long been commonplace, and the co-brands of various brands are also emerging. In addition to the cooperation between brands and brands, the cooperation between stars and brands is also not good in the past two years. Kanye West and Adidas Orinigal cooperate with Yeezy Boost. The legendary coconut shoes) was a great success, and Rihanna and Puma's cooperation earned the eye of the fashion circle, and successfully made Puma from the telecentric circle to the fashion circle.
Compared with the fashion circle, the design circle has played a new type of cross-border. The famous female architect Zaha Hadid has designed the package, diamond sleeves, stone home, and even clothes in addition to the design of the building. . Cross-border is gradually becoming the most fashionable and innovative expression.
If the joint name between the brands is only a symbolic meaning to the user's brand level, the joint name of LV and Supreme is hot again, and it has not changed the essence of the clothes. However, based on user needs, cross-border original inventions beyond the user's imagination can often change the life of an industry or even people.
For example, the original invention of the iPhone, when the mobile phone brand is focused on the function of the phone itself, the iPhone is wonderfully combined with functions such as camera, personal digital assistant, media player and wireless communication device, with hardware, software and cross-border functions. The joint advantage not only subverts the mobile phone industry, but also has a huge impact on the digital industry and the entertainment record industry.
Now, when we are discussing Amazon's Echo, is it a speaker category? As a crossover product, Echo is a new concept of smart speakers, which can be portable speakers, Bluetooth speakers, personal virtual assistants and smart devices. Interaction and Control Center. It quickly sold more than 5 million units in the two years after its release. Before that, TVs, routers, and game consoles all wanted to be the center of smart homes, but in fact they were small smart speakers. This is the great charm and influence of original cross-border products.
The cross-border of the home appliance industry, a surprise to the world
What is gratifying is that in the home appliance circle, cross-border design and original invention are also breaking the traditional innovative thinking and turning into a whimsical user carnival. When everyone was surprised that the joint name of LV and Supreme last year could be so hot, in fact, as early as 2015, Fang Tai original invented the cross-border explosion of the home appliance industry, and it is the sink dishwasher for the super symbol of home appliance innovation.
This time, the cross-border design of the home appliance circle is a new species that gathers the sink, dishwasher, and fruit and vegetable purifiers in the kitchen sink to form a “unique†sink dishwasher. To what extent is this product? However, in three years, it has entered nearly one million Chinese families and has a market share of about 40%. In the end, the "foreign brands" who dominated the traditional dishwashers were defeated.
From the fashion world, the design circle to the home appliance industry, why is the joint explosion of glamour that is not worthy of cross-border originality?
Therefore, let's look at the commercial charm from the joint name to the cross-border money, and let the market so sought after? It is definitely not just the juxtaposition of two famous logos, or the same paragraph of a famous star or designer, or buy one The piece can realize the function of three products. Obviously, these are only superficial phenomena. Compared with joint names, the biggest charm of cross-border models lies in “deconstructionâ€, breaking the traditional ideas and innovations, and realizing a new cross-border combination based on original technology, which means that the brand is against the times. Re-understanding and interpretation of the brand spirit of consumers and the times.
Therefore, it is not how to combine product functions, but the brand's insight into this era, the grasp of user needs, and the keen control of the trend and trend of the times. It can be said that without understanding the pain points of users and not paying attention to the wishes of users, it is impossible to have the popularity, popularity and even detonation of today's cross-border explosive products.
Fangtai is making the home appliance industry cool.
Louis Vuitton former menswear creative director Kim Jones believes that "in this era should not distinguish between street and luxury goods, it should be called a contemporary men's clothing." Fang Tai Chairman and President Mao Zhongqun also believes that "innovation if the traditional boundaries, It is impossible to have big achievements and big innovations."
Although luxury goods have a lot of co-branded series, LV's this year is particularly hot. Similarly, dishwasher products have long been introduced to the Chinese market, but Fangtai Sink Dishwasher has reshaped the dishwasher market with the concept of “this era†products.
So jumping out of the surface of the brand's joint name, directly hit the user's demand for the cross-border original creation, it is not just for the gimmick, but to meet the needs of users. Fang Tai has always been committed to making different products for modern Chinese family kitchens, especially for the young people in the moment, so it dares to break the inherent form of kitchen appliances, reorganize functional requirements, add additions to the functions of kitchen appliances, and do space. Subtraction, so that every kitchen and electricity products are used to the best of their ability.
Therefore, it not only originally invented the sink dishwasher, but also invented a steaming micro-integrator that combines a microwave oven and a steamer, a European-style range hood and a near-suction range hood, a European-in-one cross-border hood, these pairs of home appliances In the industry, products of new species have gradually become the standard of modern high quality and beautiful life. Fang Tai will also rise across the border to a new height of trend leaders.
The times have changed, and the current trend of any brand can not be separated from the word - young. The current mainstream consumer groups are pursuing a higher quality and better life than any other group. The high quality and good quality are behind the more demanding requirements of the brand, but the cross-border thinking can make the brand look at the demand from a new perspective. As the famous architect Zaha Hadid said, “There is fluidity between art, architecture and fashion, they can cooperate and influence each otherâ€.
In a cross-border product, you can feel the whimsy of blending, colliding and inspiration between different art or product forms, so that the consumer group can get more possibilities from the product. Cross-border behavior also breaks the traditional concept of product development, designing products from a new perspective, and giving new traits and experience to the products with clever and reasonable inventions.
From this point of view, the home appliance industry, which has not been so avant-garde and fashionable, is becoming "tidal" and "cool" because of the exploration and breakthrough of companies such as Fangtai.
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