"In consumer products, product managers are jobs that are rolled out by market competition."
I", by tracing the historical development and evolution of China's consumer goods field, I discuss the origin and changes of the work functions of consumer products from the two dimensions of market environment and product function, and analyze the email list beginning of this article. introduction.
Through the comparative analysis of the two dimensions of market environment and product function, three conclusions are drawn:
1. Short time, fast change
It has only been 44 years since the reform and opening up of China's consumer goods, but it has been divided into three different development periods: the world factory, the digital economy, and the population change.
2. The orientation themes are different, and the product functions are focused
The product functions of 3 different oriented periods are undertaken by personnel with different roles, from front to back, they are technical personnel, operation/design personnel, and advertising personnel, and different roles match the development direction of the period;
3. New situations require new gameplay
The market environment has changed drastically, and the overall shift has shifted from incremental expansion to stock games, the population has changed again, demand has been stratified, and consumption motives have shifted. The new situation requires the establishment of special personnel to learn new rules and master new gameplay.
The preceding article also analyzes the characteristics of consumer goods:
The fields span a wide range, such as catering and beauty, toys and consumer electronics. The expertise of each industry cannot be reused, and the technical gap is deep.
There are different types of enterprises, including marketing-oriented, technology-oriented, design-oriented, and cost-oriented, and the types of product manager capabilities required are different.
The above are the main reasons why no one has summarized the knowledge system that product managers need.