What is the logic behind the dark war in the distribution industry?

The Earth Demon has always believed that the beauty of the internet industry lies in "competition". In the Internet industry, no company, a product is an absolute monopoly. From portal to video, from electric to group buying, from search to gaming ... All the same. In the mobile internet era, known as the "entrance of the mobile portal," the mobile distribution as an example, that is, including Baidu, 360, Tencent and other big guys, and peas such a professional company.

From the 91 wireless and pea pods of the two-male side, to 360 of the rise, and then to Baidu occupy half the Sky, now has formed a number of melee situation, mobile distribution has become a microcosm of the fierce competition in the Internet, this competition is also to promote the rapid development of the industry. Although the overall development of the industry is very gratifying, but too much emphasis on the market and industrial chain, resulting in some platforms ignore the functional and technical innovation, at least from the industry as a whole is inadequate in this respect, because the user's perception of application distribution is relatively low.

After all, the distribution platform is for the service of people, so for users and developers, the platform on the technical and functional level of innovation not only for these two groups of the retention and benefits of the issues played a key role, but also to the development of the industry to help push the role. Let's make a concrete analysis of what innovation really means.

Can aggregate popularity release humanity, create a sense of user participation

The condition that attracts the user is the resources and the function, in the case that the resource is commonly similar, the distribution platform in gathers the user's responsibility to fall to the function experience. Previous distribution platform competition is mainly the function of ease of use, download speed, flow consumption, etc., but this is the distribution of "1.0 times" play. Now "2.0 Times", the play has changed, how to gather popularity is the first priority. And how to shorten the distance between users and requirements, let users quickly into the product, and find their own sense of participation, is the key to gathering popularity.

The users of the App store can be divided into target-specific type, drift-type, and happy-go-flow type. To gather these users and enhance their popularity, the platform must have personalized features. For example, Baidu mobile phone assistant new version 6.0, in addition to the traditional popular list, search and other functions, there are hot search list, one-hour download the hottest, popular index and so can win the popularity of innovative features, this allows different types of customers in the same way without changing the behavior of the basis of the shortest path to find the corresponding application. In the fast pace of mobile internet, this convenient and quick way to get information is the user's favorite way.

If the mapping to Maslow's demand level, the "shortest path" is undoubtedly only a physiological and security basic needs, the full release of human nature, to create a sense of participation, is a higher level of emotion and ownership, respect for the needs. At this point, Baidu Mobile Phone assistant Details page of the comment function is relatively bright eye. Its role is to enable users to express their views through comments, so that the user's experience can be smoothly expressed to the developer, the developer will respond positively to it, which gives users a sense of respect. On the contrary, developers can also understand the product pain point where.

When users download requirements are met, can also find a sense of participation, then there is no reason for users to use this platform? In other words, is the platform afraid of being unpopular? Baidu's function is similar to the key role of innovation is to form a small circle of users, thereby constantly settling users, the use of popular finally formed a good reputation. In the minds of these users, the formation of reputation, and then use the strength of the masses, to popularize popularity.

In fact, similar to the "aggregation of users-to form a circle-precipitate users-the formation of Word-of-mouth-focus on popularity," The practice has been in today's bustling millet, Lok vision, carving ye brisket, logical thinking and other companies and "products", has been successfully validated.

Can realize fine operation, activate developer

Distribution platform development so far, the general face a problem, that is the list of traps. Objectively speaking, in the early development, similar to the popular list of features, because the focus of the aggregation of the presentation of the user has brought great convenience. But with the development of the Times, the user has become more and more mature, but also more personalized, coupled with mobile phone on the popular software pre-installed, making the hot list of the role of less and less.

But for most developers, the hot list is a disaster. The conventional applications that occupy the list often make it hard for the long tail developer to stand out from the creative application. In this case, Baidu mobile Phone Assistant 6.0 version of the "Hot Search list", "one-hour download the hottest", "popular application Vane" and Tencent application Bao "Hot List" and other multi-dimensional list is not only important for users, but also small and medium developers to reverse the rare channel. This or real-time dynamic, or by the breakdown of the list, from the various dimensions, from the public to the small, full and accurate docking of the application of developers and user needs, so that both sides achieve satisfactory results.

Multi-dimensional Personalized list in addition to not the developers to play the list, but also to make the developers more scientific and meticulous operation. For example, Baidu mobile phone assistant recently launched a new version, the combination of downloads, weeks of retention, and the number of users, and other factors, the introduction of the index of the popularity index, and in each app's application details page to provide download trend map, open user reviews, so that developers no longer on the competitor's app and the industry's most popular app ignorant, But can the enemy, the benign competition, thus purposeful to carry out product optimization. This is exactly the same as Google Play's developer Control Panel, which Google has also voiced on Twitter: "The core of the developer Control Panel is how to present your application to millions of of Android users around the world and track your application's current status."

Do not underestimate the functional and technical aspects of innovation. It can meet the needs of users at the same time, but also can guide users to cultivate the use of habits, but also from the fundamental changes in the application store and developers to use the relationship between the application is to build applications store, developers and users of the three mutually beneficial ecological lubricant; Therefore, in the distribution industry, innovation means to precipitate users, strengthen the interest chain, leading the industry development.

Throughout the mobile distribution industry, the big pattern lines are obvious. The future will be the competition between giants, on the basis of technology enhancement, the next station of distribution platform will be circle warfare and ecological warfare. Personally feel that the distribution field is to win in the future, if the families want to play a beautiful battle, then it is time to start a rainy day.