To the Niang occasion, the first market promotion only spend 20 yuan

Absrtact: The domestic mobile Internet development momentum is strong, the study of enterprises specific combat cases, will be able to give practitioners and want to dabble in the field of people to a certain reference significance. Tencent technology to visit many of the front-line entrepreneurs, launched the "Mobile Internet creation

The domestic mobile Internet development momentum is strong, the study of enterprises specific combat cases, will be able to give practitioners and want to dabble in this field of reference to some people.

Tencent technology to visit many of the pioneers in the forefront of the pioneering, launched the "Mobile Internet Business Practice Guide" series of articles, as far as possible to talk about theory, more talk about practice. This article is the 8th: Focus on image processing software operations.

Baidu Magic Chart team in front of the Baidu Building group photo (Tencent Science and technology with map)

"The new reading map era has come, the main image content of the site, will be better developed and grow." "Baidu CEO Robin Li had a wonderful story about the reading era last year, and Instagram's high-speed growth and Facebook's $1 billion trillion acquisition made the best comments.

Domestic photo applications in the rapid heating up, although Instagram is difficult to be replicated in the country, the United States Mito owned 30 million user value is difficult to match the Instagram, but the application of the prospect of photo-exchange will undoubtedly be optimistic. Including Baidu, Tencent and other giants have entered, last year, Baidu on tens of millions of dollars to acquire innovative factory incubation Project Demon Figure Wizard.

According to Baidu Magic Map product leader Du Lin introduced, Baidu acquired magic Figure after the wizard has been integrated with Baidu's projects, than Baidu albums in the Web End will also be integrated with the magic map related functions.

In addition, Baidu Magic map in the end of February officially launched the iphone version, claiming so far has won millions of users. Du Lin revealed that this aspect is to Niang occasion, on the other hand is the use of Baidu Magic map in the Android version tens users to promote. Today, Baidu Magic Map will launch the iphone upgrade version, and the integration of similar Instagram address book features.

Compared with the United States Mito, Baidu Magic Map focused on the phone, not ready to do the web version, there is no open API, Baidu Magic Map is more as a mobile phone products Baidu albums. Du Lin that, to surpass the United States Mito, must be the Magic map advantages to play to the extreme, the image of the beauty function is Baidu Magic Killer chart.

To Niang occasion first marketing only spend 20 yuan

In contrast to the Android version, the Baidu Magic image version of the iphone was launched earlier this year, Du Lin also recently took over the project. Previously, Du Lin worked for Tencent, Qihoo 360, not long ago by PC client products to do iOS, Android mobile platform application-Baidu Magic map.

Talking about the first iphone version of the experience, Du Lin said that the product manager's ability to judge is very important, every day to experience products, products have no problems, whether the release standards can be achieved, but also to do a series of coordination work, prepare to submit App Store data audit, to ensure that the release of no omissions The first release of the product, the Product manager's project coordination capacity and risk control ability is also a good exercise. For example, the App Store audit time is difficult to control, lucky one weeks through the audit, bad luck to submit two weeks or even be called back.

"When I'm doing a pep rally, I'm going to make sure that it's a very safe time, and then all the promotional resources, channels, and operations are paved according to the prescribed time, not when and when," he said. It was scheduled for February 28, because the assessment could be approved by February 27, but the United States time was Sunday, and it might not be possible to pass the audit. Of course, luckily, Apple passed the audit in the afternoon of 27th. ”

For Baidu Magic Chart, no doubt more fortunate, the iphone version of the product on the line, whether it is the channel resources or operational promotion resources are on schedule. Plus Baidu Magic map on the Android version already has tens of millions of users, through the Android version of all users prompted the iphone new version, but also achieved a good publicity effect.

When it comes to the new Product App Store, Du Lin points out that the Baidu Magic figure iphone version took three days to put the United States Mito occupy more than half a year in the first place of the photographic list squeezed down.

Now Baidu Magic Figure iphone version has millions of users, but the first time release only spend 20 yuan. This also became Du Lin and Baidu Magic figure relish topic. Du Lin said that there is an interesting story in the middle, that is to occasion Niang.

During that time, Baidu company HR Liu on Weibo. Liu photo by netizens: Looks sweet, the spirit of Lin Chi-ling, slim, star-like full, sexy hot and so highly rated.

Du Lin pointed out that Baidu Magic map after the introduction of the iphone, a lot of people are said to be a big chess Baidu, first to the Niang to fry Red, let the Niang go up every day. And then said the Niang actually use the Baidu Magic Map Landscaping photos, this is for Baidu Magic Map released to do one thing. In fact, Baidu Magic chart iphone release is only to borrow this potential, not the next game.

"The first release can be successful, is the right and the outcome of the weather, such as the mother of this thing, the geographical location is relying on Baidu brand, people and the team is really good coordination." We didn't make the iphone version at the time. "Du Lin is proud to say that, according to the industry experience, if the product of the sunshine load reached tens of thousands of levels, thirty thousand or forty thousand or forty thousand or fifty thousand levels, must be spent to brush the list." "I can tell you the truth, we only spent 20 bucks for the first time," release said. ”

Another thing to mention about the first hit list is that, two weeks after the first release, the App Store has adjusted its ranking strategy and severely battered the company. If the user installed the uninstall, will reduce the product score to very low, many of the application of the brush list has been severely reorganized. And because the Magic Map are users to actively download and use, after the apple adjustment, but luckily to the top 20. And now the growth is also relying on user Word-of-mouth and product quality in the natural growth situation, so Du Lin that product characteristics and experience to really let the product has a good growth.

Surpass the beauty Mito must achieve the extreme in the product

As a successor product, Baidu Magic Map in many details and product features are not like the United States Mito, even before the purchase of Baidu only Android version, but Baidu Magic map in the launch of the first iphone version not only did not add more features, but also reduced many of the original features on the Android version.

When it comes to why it is this strategy, Du Lin points out that the first product, at least 80 points to be able to release, if some features appear to make the quality of products, become rough, it would rather abandon. For example, the Baidu Magic map on the Android version has a blush function, until now the iphone version is not added, but actually blush development has already been made. The reason is not to add this function, mainly its color or interaction can not let Du Lin satisfaction. "Blush, girls can particularly understand that blush of the permeability, exquisite, fine degree is very important, if you do not good to become a spoof, not beauty." ”

At present, Baidu Magic chart The most important thing is to do a good product experience, Du Lin said, in the core function of the user experience, product managers have very high requirements, beauty function is Baidu Magic chart of the Assassin's killer function, in this killer function experience can not lose, not bad. On the phone to do the design has a big problem, it is prone to misoperation, including the text hint where, this line of text how to say, the following two buttons called what, how to do, these details Baidu Magic Map have been modified many times.

"The people on our floor in the Baidu mansion, whether the use of touch-screen mobile phones, or no use of touch-screen mobile phones, almost have been swept by us once, each made a version will be taken to let him use, will not use, will not use to ponder what problems. Then figure it out and change it immediately. including prompt text, the hint in which position is a little bit of tune, only to ensure that most users see will use. ”

"Some of the features we may have done are not enough, including users now feedback a lot of text editing features, custom text, and other features of the magic Map are not." Du Lin points out that for product managers, the long-term plan for the magic chart should be taken into account. If the industry has the first, second, third, by micro-innovation can not be successful, impossible to break through, can only be subversive innovation, can break the industry pattern of ideas, from the beginning can win.

In contrast, the United States Mito a certain degree of commercialization, a large part of the income from boutique recommendations. For Baidu Magic Chart, profit is not the focus, more is based on the overall image of Baidu product strategy to make decisions. Du Lin said that the United States Mito has been preconceived, and in the brand dissemination and promotion of a lot of effort. Baidu Magic Map will also be in the brand communication force to catch up gradually.

The future Baidu Magic Chart will also show some features similar to the Instagram, such as direct contact with the user address Book. The latest version of Baidu Magic map has been added Baidu album entrance, and can be based on the address book to share. Du Lin said that the future Baidu based on the application of the picture will be led by Baidu Photo album, and album function will go to open, become a platform, the third party can access, and do based on the fun application of pictures, Baidu album in the Web page will also be integrated with the magic map of the related functions.

Excellent question and answer excerpt:

Tencent technology: The Magic Map in the iphone version of the match with Mito a long time, in this case how to surpass the opponents?

Turin: You must know the user to buy your product exciting point there, I can not and it the same function, but my beauty features are none of them.

Tencent technology: That is, the characteristics of the play to the extreme?

Turin: Must be to play to the extreme, we must achieve the ultimate. For example, our beauty is the killer function, in this killer function of this experience can not be lost, not bad.

Beauty function on the phone to do design has a lot of problems, prone to misoperation. This line of text how to say, the following two buttons, how to do, we version of a version of the change. Baidu third floor This side of the people, whether the use of touch-screen mobile phone, or have not used touch-screen mobile phone, we have been swept. Each make a version will take to let him use, will not use, will not use to think about what the problem, figured out immediately after the change.

Tencent technology: How did you rush the list?

Turin: We all know how to be a mother, at that time, when the iphone version of the magic figure released, many people are said to be a big chess Baidu, first to the Niang to fry, let the Niang to go up every day, and then said her picture is used magic map, said it is for the magic map released to do this thing. I want to say is that our first version is borrowed this potential, not Baidu under this game.