BAT3 Products

As is known to all, Apple and Facebook, at their peak, are product-driven companies, Google often calls itself or is called a technology-oriented company, and in fact, Google is a company with a clear view of the product, from the initial "6 seconds to answer the user's question" and "Do not do evil" Credo are Google's product concept. When chatting with many peers about product and product-oriented issues, there is often a misconception that "product-driven company product managers are the core, technology-oriented corporate engineers are authoritative", while the author's view of the product concept refers to the principle of team-oriented, including products, technology, operations, design, There are even customer service and other values of the whole. Products, is a company to provide users with all the value of the carrier;

The author is not a 3BAT of any company's decision-making participants, can not tell a variety of vivid historical stories, but from the sidelines, looking back at 3BAT in the past some of the products of the concept of products, we may be from the things they have done and results, to re-examine what they are doing now.

Tencent, there is a slogan called "One-stop service"

The internet has a history of dialogue: MA in the mention of "Tencent to provide users with a one-stop service", Robin Li's response is "you have to do one-stop, that is, you do not give others leave space." One-stop service the surface looks like an ambition, but it is a one-stop Tencent to help users save the cost of their own also earn money, it is the existence of QQ products, many do not know what the blog is the user in the QQ space began to record, QQ game lobby to help the bottom of the small white users opened a simple and rich entertainment channel; If Tencent had earlier figured out that "one-stop service" was the operating system of the Internet era, the first to build an open platform with Third-party developers to provide a complete content and application ecosystem, Tencent could be China's Facebook.

At that time the Chinese Internet was still in a phase of relative scarcity of content and application, many low-level white users need to "save cognitive costs and migration costs," and Tencent's "one-stop service" ambition and both overlap, even if the final form does not become China's Facebook and the App Store, But the QQ space and QQ games and other products received at least phased and local success.

To Tencent's recent peak products-micro-letter, if Zhangxiaolong just consider QQ in the mobile end of the layout, rather than the mobile end of the user need what new ways of communication, then there will be mobile phone mobile version of the QQ and will not have micro-letter, more difficult to disrupt the micro Bo Circle of Friends, as well as media parks and business services of the new media- Public number. Then look at mobile payments, is not only a social trend is also the user needs, mobile payment skills are users "mobile phone life one-stop" filling, more convenient to pay is Tencent to do, but also the times need--the corresponding company to do things.

Baidu, Chinese Internet filler and responder

Google is the information that organizes the world, Baidu in China's desolate period of the internet is one side to create information and transport information, and then organize information, it is the task of more than two processes to stick, know and encyclopedia, and these several "redundant" products are Baidu has been the development of an important foundation and star products.

What Baidu needs to do is search, including the technical power of search, product shape and business model, which is in line with the needs of the Chinese Internet Wilderness era-more information, more users to ask questions like Google's general answer-also agreed. In the history of Baidu products, there is a called Baidu Hi, when the vice president of the product June said very clearly-Baidu hi to do is not QQ or MSN, but as Ali General, for their own electrical quotient (AH) to provide a closed-loop business. In Baidu Electric Business project, Baidu Hi back to the internal tools also do not violate beginner, also did not break the beginning of the border.

Recent Baidu's products are mostly following, Baidu Shadow stick, small WiFi and internet finance are so. Baidu once mapped "cloud computing" proposed "box computing" is an interesting thing, "box computing" itself is in the game "users more need is the only answer or multiple answers, this is not only the question of Baidu, but also the user needs, to verify that the problem itself is the new business model of the Pathfinder, is also to provide users with a better solution to the attempt, even if the final results are not perfect, but the original intention with the user needs and social problems are highly coincident, at least is worth the investment and adventure to do things.

360, User fundamentalist believers

The old week and 3,601 start to do is search, the success of security guards have some strange taste, but the essence is firmly grasp the user in the security level of demand, the Chinese Internet needs more security to more rapid development, the user's computer security also needs a lower cost, 360 of the success comes from security guards who make the most of the free security services, make Internet security a real basic service, and thus sit on hundreds of millions of users-the foundation of all future business models.

Even if 360 is a controversial company, rival dramas with rival companies have been the object of media onlookers, 360 not because of the "3Q War" and won the user's reputation, but because from the perspective of the user to win the "3Q War", in UCD popular today, ZHOU called "User fundamentalism" Values also constitute 360 of the concept of products, even if the 360 team also have a good job, but it may be worth the attention of users.

360 recent star products, such as 360WiFi and 360 child guards (hand rings), the original intention of these two products with the most basic user problems and social values there is a high degree of overlap, even if not as much information as the organization of the world, so that no hard to do business and make Internet security as a basic service and so on speak up magnificent, But at least it is real, plainly, 360WiFi to make the sharing of the network more simple, 360 child guards let parents to children a little more informed and assured that the user value has been reflected in the 360 product view, which is also 360 as a product-driven company certification.

Alibaba, not afraid of the road far, the direction to

Alibaba is a relatively more valued values of the company, at the beginning of the "Let the world is not difficult to do business" created Alibaba Business-to-business and Taobao, and then Alipay's birth is also from the transaction security and credit system of user demand and social needs, Alibaba and Baidu, Tencent's success is all about choosing what to do-and making it, the internet era of business needs the symmetry of information and the security of transactions, users need to choose with a lot of goods and lower prices, the community needs a more secure Internet trading environment and credit system, Ali products want to do exactly what users and society need.

Jian, Alibaba Group CTO and CEO of Cloud Computing in 2009, said publicly now Taobao every deal can cook 6 eggs, we have to do is to reduce energy consumption, the use of a more environmentally friendly way to provide better products and services; Alibaba's career is more of a need to face and solve social problems, It is both a mission and a challenge. Soon after that, Mr. Ma spoke openly about the need for more sociologists to take part in their careers, and what they need to know is what society needs them to do. And then the rookie network, even if Jack Ma resigned from Alibaba to do the logistics network, but also has been committed to e-commerce in the domestic ecological improvement. There is also a recent hot balance treasure and internet finance, in financial institutions and Internet companies are looking for a variety of financial products model, while Alibaba insists is to build the internet era of financial credit system, Alibaba's core resources and Ma Yun Leader's rookie network, has been linked to the expectations of social development, even if the business of the resignation of Wei and cat incident all have sacrifices, but the goal is the credibility of the alarm and the security system of the enhancement (for the Cat incident, the author here also has a point of view, adjust the price is to upgrade the threshold- Sellers who guarantee greater security are more able to contact buyers, furthermore, the allocation of limited resources, if all sellers can easily enter the day Cat Mall, Taobao compared to the cat shopping mall on the user does not have the essence of the significance, so the mall itself is not an unlimited but the seller of the world's products, Ali PR team said The direction is not afraid of the road far "also confirms the first walk in the" do things "this way of values.

However, Alibaba recently another product-contacts, reflecting the other important deployment with Ali is completely different product concept. If you want to say "only micro-trust is not a good thing", I can easily help you uncover the truth. For example, Ali's solidarity with friends will agree that "Taobao in the company is not a good thing" and "Alipay is not a good thing"? After all, such as micro-mail, such as mobile IM products are closed products, the user's connection between the more easily more valuable, while the micro-letter and side, the user needs how to connect. From the perspective of the development of the current, the product level can not see "we really need what kind of mobile communication" effective exploration, at least it is difficult to see that the present traffic is the user's needs and social expectations. A friend who makes a product may understand that if you burn after reading, it is the signature function of the popular product. But also from the treasure of Alibaba, how can not recognize the micro-letter itself is weakening the "record" of the product, how can not find "after reading" The applicability of the small public (micro-letter users themselves do not have much to see Chat records) : The answer itself is not product considerations and design of technical issues, product decision-making level of the product concept.

Product view, whether it contains the user's value and social needs, or is the long-term strategic investment is correct and worth the risk of the benchmark, if it is to hug a sum of money is finished things do not have to use the product view to consider, but to really do something, hard to transfer the user's way will appear "0 and competition" pattern, From the economic and sociological point of view, "0 and competition" is loss, at least the loss of valuable opportunity costs.