In the past, people used to say that "instead of change," the best policy, the reality is -
In 2012, Eastman Kodak Company, with more than 130 years of history, filed for bankruptcy protection. As early as February 1997, it had collapsed on the “magazine image†with a market value of US$31 billion.
In the past, people always thought that "hundred feet of insects were dead but not stiff." The reality is -
In 2013, Nokia, which had two years to celebrate its 150th birthday, was acquired by Microsoft, which was 90 years younger than its younger counterpart. Once the mobile phone industry kings bid farewell to the stage, and another "giant" was dismembered.
Looking at the sports industry, why not? Umbrella, 15 teams in the top 16 of the Football World Cup wearing their jerseys are the most brilliant. Now the company has changed hands and disappeared completely.
Successful people each have their own clever tricks, and losers always have the same fate-like shadow - no innovation, death. It can be said that innovation is the only way for companies to survive and develop in a market that is like a big wave of scouring, especially for mature companies that already have a certain industry position in their respective fields.
ISPO-Hang Lazy: Oh, welcome to the first issue of [ISPO ​​AWARD]. In this issue, we were fortunate enough to invite a few heavyweight special guests to join our meeting room around the topic of “How mature companies can take the first step in innovationâ€. they are:
Mr. Lu Qiding, founder of Fire-Maple
Mr. Li Jun, Managing Director of Actionfox
Mr. Lin Binghuang, General Manager of 361° Overseas Business Center
Mr. Zhu Lei, Product Director of Border City Sports, Northland and HALTI Product Planning R&D Manager
Pathfinder (TOREAD) R&D Management Center Director Chen Boshun
Let us formally enter today's interview time -
ISPO-Hangzhou is lazy: Faced with the rapid development of science and technology and the unpredictable domestic and foreign markets, many companies and brands that did not have the opportunity to conquer the mountain of “innovation†were eliminated by the times. As the leader in the sports industry and the winner of the “ISPO Global Design Competitionâ€, when did you start to realize that brands need to innovate in products and technology?
Biancheng-Zhu Lei: In the second half of 2014, the growth rate of China's outdoor market slowed down. On the surface, homogenized products in the market were flooded, price wars intensified, and consumers’ interest turned from traditional outdoor sports to competitive sports and leisure travel. The reason behind this is probably the lack of innovation in our industry and even in the entire industry. Since then, we have clearly and truly realized that the original innovation was insufficient and then increased our innovation.
Pathfinder - Chen Baishun: Yes, we also feel that the domestic outdoor market is shifting towards outdoor specialization. In order to innovate products and technologies to meet the needs of outdoor specialization of consumers, we not only sponsored the costumes of the Chinese Antarctic expedition team, but also participated in various domestic outdoor sports challenges, including hiking, mountaineering, skiing, etc. Wait. Pathfinder’s mountaineer Wang Jing also challenged the extreme outdoors of San Deng’s Everest.
Fire Maple - Lu Qiding: In addition to changes in the external market environment, but also with the company's own development stage is inseparable. At the initial stage, Firefly's business was mainly OEM (customer processing). With the gradual opening of the market abroad, we received foreign orders and also encountered first-rate design abroad.
At that time we realized that although we already had the ability to produce high-quality outdoor stove cookers, there was still a huge gap between the R&D innovation and the brand building at that time.
Since then, we have been working hard to build the Fire-Maple FIRE-MAPLE brand and continue to increase investment in R&D, placing our development focus on the innovative design of our products. Years of hard work have also earned us corresponding rewards.
ISPO-Hangzhou is lazy: Indeed, both the company's own development needs and the market's constant change in product demand make "innovation" especially important to a company. However, things are often "hard to know." Understanding that it is innovative and capable of designing an innovative product is completely different. All of you have won the "ISPO Global Design Award" for the brand. Can those award-winning products' original design or inspiration source share with us?
361°-Lin Binghuang: Take our award winning SPIRE as an example. At the time we wanted to design a sneaker that could exhibit a sturdy covering and guarantee a comfortable and resilient feel. So we thought of the steel structures that are widely used in buildings and made of soft and hard materials intertwined with each other. The inclination of the straight line is different from the thickness, and it is interspersed in various parts of the shoe upper, so that the functional performance of the shoe upper is different, thus realizing the original intention of our design.
Actionfox - Li Jun: In addition to trying to develop better functionality, focusing on user experience is also an important source of inspiration.
Knit hat is a common product in winter, warm and comfortable and easy to carry; glasses have the function of polarizing and anti-fog. So we tried to combine the two to solve the tingling sensation of being blown to the cheeks by the cold wind when it was cold out in winter, especially when ice activities or cross-country skiing were performed, which could increase the comfort of the athletes; With the function of preventing fog interference and removing stray light, increase the safety index.
It can be said that this product focuses on the integration of different product categories in the same usage scenario to complement each other.
Border City-Zhu Lei: Yes, many times the inspiration for the design of innovative products comes from grasping the pain points in the process of consumer use. I think that good design should be able to cleverly address the needs buried in the depths of the consumer's heart, even when they have not yet found the demand. But to be honest, it is indeed difficult to know. Fortunately, our team members maintain a high level of enthusiasm for outdoor activities, sports, and travel. They are able to experience and ponder in actual use from the perspective of consumers, and are driving our designs to innovate.
ISPO-Hang Lazy: Zhu always has any interesting stories to share with us?
Biancheng-Zhu Lei: Our colleagues in the Attachment Products Department have a place for admission. Each time you go out, the inner and outer clothing, clean and dirty clothes, and all kinds of computer power cord data lines must be organized and separated. However, in order to save space in the package, every time the storage bag is used, it is necessary to use the storage bag to make a flood. As far as possible, the storage bag should not leave any air, and the sealing method of existing products determines that this is not easy to do.
So, after he completed a Qinghai-style plateau trip and said at the meeting that the pressure to withstand the altitude sickness had been enough to pack several storage bags, we began to discuss internally how to solve this problem.
Later inspired by home vacuum storage bags broadcast on computer shopping, we tried to use the same principle in outdoor storage bags. Although it is impossible to achieve the effect of using a vacuum cleaner for vacuuming, it is also possible to discharge the air in the bag to a maximum degree (the volume of the laundry that has been treated by the deflation method is slightly smaller than that of the bulk bag), and the most simple extrusion method is used. (The little lazy is using the buttocks to sit inside the air).
One of our award-winning products was born, greatly improving the user experience with a very small design, allowing the storage control to complete the baggage in a more elegant way.
Conclusion
ISPO-Hang Lai lazy: This world is really more and more friendly to me, who are careless and lazy but also somewhat hypocritical. Fire Maple's award-winning "Bravo" titanium tea set is both strong and healthy. I thoroughly and countless my porcelain cups say goodbye; the Pathfinder's single-widget wet long-sleeved underwear ensures that I exercise the row Khan and keep warm, avoid bathing three times a day for four clothes; all the above designs, frankly speaking, will make me willing to pay for these products.
This article comes from the cooperation platform ISPO
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