The individual protection industry has a huge consumer market in China, and hair dryers are the product tracks that brands have focused on developing in recent years. Under the general trend of many competing products in the industry, serious internal volume, and price wars to gain more markets, Xiaoshi SHOWSEE, a new brand, needs to have stronger product competitiveness. However, the overall industry's thinking on the pain points of consumers is stagnant, and there is no breakthrough in core technology. Under the environment where product differentiation is concentrated in devices such as motors and heating bodies, Xiaoshi needs to find a unique breakthrough to win the market.

The convex and concave team first conducted online research and collected user feedback through the data center of the e-commerce platform to sort out the user pain points. After obtaining detailed user feedback, we will disassemble the competing products and reset the internal devices, including attempts to solve the pain points, so as to lay a better foundation for subsequent innovation.

Through a large number of market research and research, convex and concave found that the traditional hair dryer is easy to damage the hair in the process of use, long-term use will make the hair dry and yellow, convex and concave design from the demand side to think about the user's pain points, change the purpose of the hair dryer-convex and concave responsible for new material research department has done detailed research on a VC material, found that this material can remove chlorine in tap water, if this material is used in the hair dryer, then in the process of blowing can eliminate chlorine, reduce chlorine on the hair and skin damage. Therefore, convex and concave put forward the concept of VC care, the use of hair dryer from dry hair into hair care, to achieve a functional upgrade and transformation.

The convex-concave team collected a large number of market research and user experience data. Starting from the user experience, the user's pain point was taken as the breakthrough point to change the homogenization of the hair dryer, and the function of the hair dryer was changed from dry hair to hair care to effectively meet the needs of users. At the same time, the effect of different meshes on anti-aspiration was studied through proofing tests in the design process, thus solving the problem of traditional aspiration of air inlet hole of the fan, greatly improve the small suitable hair dryer in the industry market competitiveness. The small VC essence hair mask hair dryer, which makes people shine at the moment and can effectively solve the hair care problem in use, has a considerable sales volume once it is sold on domestic and foreign platforms. It has not only obtained good market feedback, but also won the 2022 German IF Award. It is expected that more partners who dare to try will work with us to develop new species products that can bring more beautiful experiences to end consumers.