Since the development of the paint and coating industry, additive thinking has been used in product innovation, which is a process that an industry must go through from the initial stage to the maturity of development. But obviously, due to the impetuous eagerness for quick success, we have gone too far in the application of additive, so that the phenomenon of conceptualized, literalized, and changing the soup without changing the medicine is very popular. The pure additive product innovation thinking has lasted for nearly ten years in the industry, which not only limits our thinking, but also makes us take it for granted to deviate from the course and go astray in the work of product innovation, and indirectly hurts the healthy growth of most companies and brands.

At the beginning, product innovation thinking was based on product-oriented inward-looking marketing ideas, and it emphasized more breakthroughs in product performance. However, with the development of the industry, marketing ideas have slowly transitioned to outward-looking customer demand orientation, so it has become more and more important to meet the real needs of consumers in product innovation. It's just that whether it's a breakthrough in product performance or the realization of meeting consumer needs, additive thinking is obviously a bit rigid or a match in the implantation of new elements or new technologies. Saying that the elements, factors or technological demands of innovation are not always natural, harmonious or justified in terms of the combination of products and needs.

The excessive use of additive thinking is based on our superficial marketing understanding that "consumers are mentally handicapped fools", which makes us over-beautify the product. But everything is too much, and the result of over-beautification is that it is difficult for the product to really stand out; the second is to exaggerate the role of marketing, even "perfectly packaging garbage"; the third is not only to deceive consumers' feelings, not only to hurt the healthy growth of the brand, but also directly or indirectly lead to a huge waste of industry and enterprise resources.