What is a good product? For this problem, we can not give a specific definition, to unify the majority of people's product preferences which is not objective, everyone has a different taste differences, for sweet, sour, bitter, spicy and salty, people's preferences are basically different. The more practical problem is: even if people can't define what is a good product, and can't define what kind of product they actually prefer, but people will always buy a good product that they recognize.

In the path of consumption and choice, people are the ones who know what a good product is and are explicitly willing to pay for it. Most people believe that there are certain cultural limitations to people's product preferences, such as the fact that people in Sichuan and Chongqing are more likely to eat spicy food, but people in Guangdong aren't, and that there are different presentations of "spicy" flavors in Yunnan, Guizhou, Sichuan, and Chongqing, for example, in terms of preferences for the feeling of spiciness.

But if we think about it this way, we get into extremes that can't be harmonized. If, for example, the food cultures of Americans and Chinese, and indeed of the world, are so different, is there no such thing as transnational cuisine?

We see that even though there are countless cultural differences in the world, there is a unification of food preferences, such as Coca-Cola, bread, cakes, fruits, rice, etc..

Leaving aside the word preference, the fact that almost the whole world accepts international beverages such as Coca-Cola is proof that there are two kinds of limitations on diet, small ones such as cultural limitations and large ones such as genetic limitations, which create a large togetherness and variability in people's feelings about food and their acceptance of specific foods.

In the view of Chopsticks (www.kwthink.cn), from the two points of culture and genetics as the basis, we are also enough to determine, for what is a good product and how to build a really good product, there must be a product view behind the argument.

01 From the fruit / snack / Japanese food to see behind the same view of quality products: people inherently know and can recognize what is a good product

For what is a good product, the academic community is just unable to give an accurate and uniform definition, but this does not mean that we for specific products "do not know good and bad". "

The first step in the process is to make sure that you have the right tools for the right job.

For an adult, putting two foods in front of you at random, even if you don't know what's in front of you, you can definitely make practical choices based on your own preferences. Even babies and toddlers can tell what they like, it's a survival instinct that comes with living things, "recognizing food to survive", and people inherently know and can recognize what a good product is, and behind that, there must be a set of product concepts in the form of a product that helps to filter and define the food.

This post discusses good products and product concepts, not in the direction of simple/hassle-free/standardized products, but rather in the direction of "good food".

On what diet is and the importance of a good diet, Chen says, "We humans are not only concerned about whether it [food] can power us, but more importantly, we also have pleasure when we eat these things." For example, if you're also supplementing vitamins and nutrients, with VC pills on one side and fresh food on the other, anyone knows how to choose.

For food, Leung made the point in Roundtable Pie that "food doesn't make sense without you having to think bitterly about it." That is to say, for what is a good product, what is a good view of the product, we do not need to carve or disguise, we are born with the ability to recognize a good product.

The earliest/least processed food is fruit, whose main flavor is sweet and sour, and through which people can directly feel the sensory pleasure brought by sweet and sour when tasting, as well as the composite aroma of the food itself brought about by "terroir care".

Although fruits are produced differently around the world, there is a familiarity with them that is hard to deny. This familiarity has allowed fruits to travel across oceans, such as oranges from the United States, durian from Malaysia, and kiwi from New Zealand....... Nowadays, except for special types of fruits, most fruits taste better when eaten ripe.

In addition to fruit, the most widely circulated snacks cookies class, this type is also directly tear open the package can eat. Basically, no one will eat fruit or crackers when you have to pay attention to the plate, which of course can be, but the flavor of the fruit and crackers will be greatly reduced, and the purpose of the inevitable downgrade from pure taste to "watch and taste", such as the purpose of the bar fruit plate is to take a look at the purpose of the bar.

A critic said, "I went to a new restaurant experience, the dishes come up, once I saw the dish decorated with carved dragons and phoenixes, I know it's over, the restaurant spends more energy on packaging, if the chef and the restaurant's philosophy is to gimmicky and 'do not take the right path! ', then this restaurant basically has no good product."

We are not saying that a good product does not come with good decoration, but insiders know that there is a word called "show-stealing", if the product is the bride at the wedding, and the decoration is the wedding bridesmaids, once the bridesmaids than the bride is more glamorous, this is not only show-stealing, it is the primary and secondary are not divided.

And then the perspective into the catering category, to the Japanese food, for example, whether it is more top expensive Japanese food, its products are basically a kind of fresh and elegant immovable feeling, in most of the catering category, the Japanese food mouth anorexia is also relatively low.

PS: Mouth aversion refers to the extent to which food remains in the palate (oral senses) after eating it, and the extent to which the primary sense of taste is affected by the residue. Coke is a drink with very low mouth aversion; the taste residue as well as the taste experience of Coke disappears a few seconds after we drink it. Conversely, garlic is a food that has a very high level of mouth aversion.

The advantage of foods with very low palatability is that people are willing to take another bite when they're full, and that people can accept the food even when they have the least appetite. Although disgust is important, we're not talking about disgust only when we talk about Japanese food, but rather that good products don't need to be pretended, and that people have the innate ability to recognize a good product and then consume it. The more unadorned it is, the more it is accepted by the market, the more it proves to be a really good product.

02 A Japanese restaurant owner and the top chocolate master's view of the product: the view of the product as the form determines the content

How to taste a glass of red wine is good or bad? Some critics say that you don't need to read too much about wine, you just need to drink a little bit of the wine in your mouth when you wake up, open your taste buds, open your tongue, your mouth, your nose, and your senses will tell you whether it's good enough and how it is good, or how it is bad.

The editorial team interviewed a Japanese restaurant owner for a feature called "100 Careers," in which the reporter asked the question, "What do you think is a good product?" The boss did not directly answer what is a good product, but said his own view of the product, "a dish, you have to be willing to eat before you can give the customer to eat, I also often say to the staff, 'if you do not eat this thing, how can you give the customer to eat,' a good dish not only to stand up to the ingredients, but also to be worthy of customers."

To be worthy of the ingredients is to put the dish in the main position, and not to let the fancy other content affect the dish experience itself. Chopsticks play thinking previously also read such a case, a plate salesman to find a restaurant owner, said they have a batch of cheap plates, the quality can not see the difference, just the boss to open a branch, the salesman asked the boss want goods.

The owner took the plates from the salesman's hand and told the salesman, "Let me teach you how to see the difference."

The owner then taps the plate and asks the salesman, "Hear the difference?"

The salesman was anxious, "Isn't it just that the sound isn't thick enough?"

The owner replied, "Taking a bad plate spoils my ingredients and spoils my customer experience." That's what we mean when we say, "Do right by your ingredients and do right by your customers."

Jacques Guinan is a legendary French chocolatier, and his workshop has been recognized by the New York Times as a pilgrimage site for foodies around the world. Jacques Guinan said in an interview, "I have the honor of being the best chocolatier in France, and it's all thanks to the fact that I only use fresh ingredients, rather than adding preservatives to increase the life cycle of the food, because I'm a chef and I want to make sure that the food is absolutely fresh."

Based on this philosophy, Jacques Guinan's chocolates are shipped on the same day and customers are advised to eat them on the same day. Although the cold chain extends the freshness cycle of the food, Jacques Guinan's chocolates do not go through the cold chain (they are not frozen), and he would like his customers to eat the chocolate during its freshest period, not a few days later.

The reporter asked, "You've got such a great reputation and a high demand in the market, why don't you open a branch?"

Jacques Guinan replied, "Of course I could open dozens more outlets, but if I did, it wouldn't make Jacques Guinan chocolates."

Jacques Guinan shared two thoughts on the business: one is that people need to be clear about why they are doing a business in the first place; do they want money or honor or is it a commitment? The second is, "I want to be able to enjoy chocolate, not think of it as a job."

As we can see, behind almost any good product is the simplest of product ideas, which are extremely simple, extremely easy to work with, and yet under-appreciated and shallowly publicized.

Almost all catering white people know that the ingredients are fresh to make a good product, but only in the critical moment to see people for the recognition of the basic concepts or not, for example, a restaurant can only consume 50 kilograms of potatoes a week, and then assume that the restaurant is basically a weekly procurement. If the supplier says, "Purchase 100 kilograms of potatoes at once, the price will be half the price." And the restaurant knows it can't consume that many potatoes, and more will definitely result in potatoes that aren't fresh enough, so how does the restaurant choose?

How to choose, how to define the word "fresh", which can be seen in the restaurant owner's product view of the high and low real chapter.

03 In order to make a good product, I put the partners and chefs closed in the store for a whole month

Most bosses said that the product view is not difficult to say, difficult to operate and specific practices, some catering people said, "Most people certainly know that they can eat to the customer to eat, but you love to eat, the customer does not necessarily also love to eat. necessarily also love to eat."

So most of the catering people themselves do not have a systematic view of the product, but also look down on the product view of the people, the root of the problem lies in the lack of actual practice.

What is a good product? How to make a good product? A manager said, "I don't want to hear you say, you just eat it to me." The manager and co-founder said, "restaurant to open that moment, I asked the chef product debugging, chef and another partner in charge of the product told me that all fixed, I then asked them, how long will customers eat eat tired? The chef said to eat a month are no problem, I asked for sure a month? The chef answered me that he was sure."

"So after deliberation, I will manage the product partners and chefs locked in the restaurant, let them eat for a month in a row restaurant chef to cook, and then during the period according to the chef and other managers of the actual recommendations, we have only determined the final product concept and the final product structure and specific practices and so on," the manager said, "What promises are unreliable, catering this thing, you have to do it, you have to eat it, so that the final product is real."

Some bosses like to grade the product, the first level is for their own food, the second level is for customers to eat, the worst level is for employees to eat, so this leads to the recognition of the staff that garbage products are also products, anyway, their own food is even less tasty, then the customer's complaints about the product, the chef is more not to be taken seriously, and the restaurant owner himself is high up in the restaurant, and he certainly will not be taken seriously by the customer said. There are many restaurants like this, so the industry closure rate has been high, there is no correct view of the product, the stores naturally do not make good products, but also naturally can not keep customers.

Some restaurant critics pointed out that if the product view of the garbage into the mainstream, once the customer feels that the restaurant industry is really do not need a good product, and even less good products, which will make the bad money to expel good money things happen, but as long as the industry has a good restaurant, there are restaurants in the good product view, that the industry is saved.

Art historian Xu Xiaohu believes that a good work of art can communicate with God. There are also a large number of restaurant people believe that a good product view out of the product is a work of art, for a good product, the customer can perceive, once people eat really good products, he established a real product view, which is the ability of every person born with.

The catering industry is the same, as long as enough openness, the catering industry is sure to come out of the good works, and the good works of concept and good brand concept is behind the good product view.

04 Conclusion

What is a good product concept? The product concept is the craftsman's idea of the product, but also a product form, and the form determines the content, there is a good product concept to have a good product.

For what is a good view of the product, which does not require a unified expression, after all, everyone's attitude towards the product is different, for example, store A's view of the product is fresh, not overnight, and store B's view of the product is to ensure food safety under the premise of not three days, both can be, but the different view of the product is also bound to filter out the different market prices and different groups of customers.

Some customers think that delicious and cheap on the line, it does not matter a few days, then he can accept the product view of store B, and store B's view of the product also determines the store B's products can not be sold at a high price. Some customers for the freshness of the higher requirements, he may only accept the products of store A, product view is higher, then also necessarily means that the ability to pay for the enhancement. The difference between the two stores' product views also determines that the two stores are not on the same track.

Of course, some stores have a very messy view of products, or don't have a view of their own products at all, which can lead to frustration in customer acquisition and branding, and even in product development.

The product view is a broad positioning, which determines the track and future path of a brand, but also determines the brand's product concept and can attract the customer base. To put it simply, whether or not a store has a good product depends not on a specific dish or two, but on the product concept behind the store, as well as the store's attitude and conception of what is a good product.

To summarize some of the core content of this article:

1), the product view of the two difficult to rewrite the foundation: one is the cultural limitations, the second is the genetic limitations.

2), a good product view has two major roles: one is to solve people's survival motivation needs, and the other is to bring people a pleasurable experience of the senses and spirit.

3), even if most people can not define what is a good product, but people are born with the ability to recognize good products.

4), good products do not need to pretend, do not need to be pretentious, but also can not be robbed of the drama, good products in the presentation of the main and secondary clear.

5), the product view to have unity, employees and bosses do not eat, the customer is also sure not to eat, but even if the employees and bosses are eating, the customer is not necessarily eat, the core lies in the customer's recognition, and not in the self-appointed good product.

6), the product view of the high and low is how to define the degree of individuality of the product, such as how to define the freshness and so on.

7), people have the freedom to define their own view of the product, the view of the product does not lie in what is said, but in what is done, how to do in the face of choice.