At present, whether influenced by new technologies such as artificial intelligence and in-depth learning, or seeking in-depth changes in users' pain points, product design and product marketing have entered a new path of innovation. At the recent new hardware Summit Forum, some excellent entrepreneurs and R & D personnel have also made some discussions on the hardware innovation in the era of product 4.0. In this paper, combined with various specialties Home speech and the development of security industry to do some thinking.





What to talk about after intelligent products



In recent years, if the product does not carry the word "intelligent", it is often unable to become people's talking capital. However, the understanding and acceptance of "intelligent product" by consumers and users have not reached the expected effect. The first reason is the low level of product intelligence, and the second is that the application field is not ideal.



Looking back on the history of product development, product 1.0 refers to tool products. In the era of farming, the best-selling products mainly solve some daily work problems, such as cattle carts, saws, etc. in the industrial era, driven by new energy, the best-selling products become steam engine driven fire trucks, etc. With the invention of electric power and semiconductor, motor and electronic technology has brought the era of high technology, forming a product 2.0 era represented by various home appliances and electronic products, which is also the era of kinetic energy products. In the past two decades, with the popularity of computers, smart phones have become the best-selling products. Driven by the Internet and mobile Internet, the era of product 3.0 has begun, also known as the era of smart products.



But as the mobile phone begins to enter the mature period of slow growth, the phenomenon of smart home and smart wearable products disorientation coexists, which can make people feel that the 3.0 smart era is beginning to move on. Some people say that the reason for this "tragedy" is that in the era of 2.0, home appliances and consumer electronics occupy the market of household necessities, and intelligent products can only become a dispensable role. But the fact is far from simple. Looking back at the essence of this problem, we can find that all the best-selling products must meet the rigid demand, and the human rigid demand can be divided into two categories: one is to increase personal energy or ability products, the other is to move freely products, so the current 4.0 must be the innovation integrating kinetic energy and intelligence, such as the current robot.



Therefore, it can be predicted that the product design in the future must be a combination of kinetic energy, wisdom and mobility, and then realize the function of the Internet of things through its own networking function. Many experts predict that when this step is mature and after entering the Internet of things, the era of product 5.0 will truly come, and smart home, smart city, smart medical, etc. can be realized.



In theory, everything is developing according to its own laws, so the smart home or other smart applications that have been publicized for decades belong to the category of "future concept", so it's natural not to call a seat, because the time of intelligent landing is far from mature.



The way to upgrade the design of new hardware products



When it comes to the design and marketing upgrading of hardware products, Lin Baiqing, co-founder of Wanmo acoustics, believes that cognitive upgrading should be carried out in three dimensions: brand upgrading, category upgrading and channel upgrading.



The cognitive upgrading proposed by Fu Sheng needs to go through the following stages:



Don't know what you don't know - the cognitive state of thinking that you know everything and are self righteous.



Know you don't know - have the heart of awe, start empty cup mentality, prepare to enrich your cognition.



Know what you know - grasp the law of things and improve your cognition.



Don't know what you know - always keep the empty cup mentality, the highest level of cognition.



In terms of brand upgrading, enterprises must clearly know their current and future customer groups. Take the smart hardware market as an example. In the future, with the development of the city, 300 million middle-class people will become the mainstream consumer groups of the market, and this scale is equivalent to the total population of the United States, equivalent to the total population of Japan, Britain, Germany, France, Italy and South Korea. At the same time, this kind of group will be mainly after 90 and 00. In this context, if traditional enterprises do not think about their own product design and marketing methods, it is easy to lose the most important user group in the future, and the brand will change with the market.



In terms of category upgrading, the pursuit of quality is an eternal theme, but with the improvement of people's quality of life, the pursuit of health and life has become a key demand that goes hand in hand with quality. These three factors should be fully considered in future product design.



In terms of channel upgrading, Ma Yun once said two words: first, the future world belongs to the enterprises that can make good use of the Internet; second, there is no e-commerce in the future, which also reveals the upgrading direction of the future channel. Traditional enterprises should think about how to use Internet technology, not just through e-commerce platform to sell their products. In the future, channels must be promoted online and offline through the combination of big data, so that enterprises can firmly grasp the trend of consumption upgrading and grasp the opportunity in product design and marketing.



Thinking about security consumer market



As an indispensable part of smart home, family safety has always been an important market that security companies pay attention to, but like smart home, no one can really eat through this market. In my opinion, timing and technology are still not mature enough for users