How do electric sliding door enterprises understand needs, desires and demands?

What should a company do if its products fail to sell? This is the latest electric retractable door that has been newly developed by the company. Many enterprises are extremely frustrated about this. Even though they have provided consumers with the best products, consumers often not only refuse to buy them, but even ridicule them. The reason for this situation basically lies in the fact that the enterprises have not correctly and comprehensively understood the relationship among consumers' needs, desires and demands.

What is a need? Need is an inherent survival instinct of human beings, it is a basic part of human nature. Therefore, everyone in the world has needs, they cannot be created by others and will not be changed by anyone. Thus, people's needs are diverse and complex. The famous American psychologist Maslow once proposed that human needs are divided into five levels: physiological needs, safety needs, social needs, self-esteem needs and self-actualization. For example, the main reason why consumers purchase electric retractable doors is to consider safety needs. If the enterprise cannot even meet the basic safety function for consumers, then this product is destined to be eliminated from the market. The retractable door enterprise believes that they have developed the best product, but they also need to think about which level of need the new product meets for consumers, whether it is safety, social, self-esteem or self-actualization.

The second is desire. Desire refers to the needs based on different historical backgrounds, such as social economy, politics, culture and psychology. Need is an abstract and objective psychological concept, while desire is to turn the abstract concept into a concrete product. For example, construction engineers consider the need for safety, and believe that the entrances and exits of the construction site should be equipped with faults, so that casual personnel cannot easily enter and exit. What could his choice be at this time? He can hang a sign saying "Construction area, no outsiders allowed", he can choose to arrange a security guard to stand guard all day long, he can choose to build in a closed manner, or he can choose to install an electric retractable door at the entrance. Thus, the realization paths for consumers to satisfy their desires are diverse. The electric door enterprise should not only focus on the surface desires of consumers, but also explore the deeper consumption needs.

The third is demand. Demand refers to the desire of consumers to purchase and the ability to purchase products. For example, in the 1950s and 1960s, the concept that "the bigger the car, the better" had already been widely formed in the United States. However, due to the limited economic level of most consumers, cars could not widely enter the middle class. This is an embodiment of consumers' willingness to purchase but inability to do so. Later, the appearance of the Beetle led to a rapid increase in the popularity of cars in the United States, because it was not only durable but also very affordable, and it also combined the purchasing desires and purchasing capabilities of consumers. The electric retractable door enterprise is the same. Developing the latest product is indeed a fortunate and proud thing, but this is an internal matter of the enterprise. In a certain sense, it has nothing to do with consumers who have no needs and desires, let alone being willing to pay money to purchase the electric door products.

In conclusion, the electric retractable door enterprise needs to correctly understand the relationship among consumers' needs, desires and demands.