Coca-Cola's approach is incremental innovation, and its meaning

Therefore, only products that create unique value for users can make users scream and win their trust. However, in the era of constant overthrow and innovation between user needs and satisfaction, many companies are prone to anxiety, and they do not know how to interpret the emerging phenomena. From the beginning of selling the essence of the product - selling the sense of security - selling the quality - selling the "face value" - what are you selling now? The author's answer is: it sells the added value beyond the product function, such as: interest, content, and cultural value attributes. For example, many of us now go to eat a meal, not only if we are full, but also whether the meal makes me or my friends eat well-behind this, it provides different values. Buying a pair of sneakers is not just about durability, but also about the value proposition behind the shoe brand - such as Nike's "Just do it" (just do it), which promotes a daring and daring spiritual proposition. Buying a mobile phone is not only for making calls and surfing the Internet, but also for other psychological needs brought by this mobile phone - such as buying an iPhone X or a Huawei mobile phone, it is not only easy to use, but also because of the sense of glory this mobile phone brings. and identity. Therefore, for many practitioners in brand marketing, product design and service experience, what is more scarce than the attention economy is to understand "consumer intent", how to continue to give "meaning" to their product design, and then generate interaction and influence consumer behavior. For example: Coca-Cola, an old brand that has lived for 132 years, has a century-old innovation strategy that not only does not “show old”, but maintains its youthful vitality. From this leader in innovation, we may be able to find the rules of product innovation. How does Coca-Cola do it? It firmly grasped the needs of users, and extended dopamine products on the basis of functionality to stimulate consumer excitement. With the improvement of consumers' health awareness, Coca-Cola has become a "fat house happy water" that consumers love and resist at the same time. In response to this consumption trend, Coca-Cola has embarked on a low-sugar and low-calorie health route, from sugar-free to transparent. Products are also gradually abandoning high-sugar and high-calorie products.