How are the four life cycles of the app operating separately?

App is also a product, since it is a product, it has its life cycle, different life cycle, we need to adopt different operating strategies, only with the operation strategy, to achieve the established operational results. This article and everyone to share is the application operation of the life cycle of the operation method, come together to see it, hope that everyone learning Operations to help.

One,APP life cycle

To fine-tune the life cycle of a product, it is necessary to understand what life cycle the product has, and what characteristics the product has.

1. Discovery period

a large number of Before the app was formed, it was more like behind closed doors, a brand-new app in the end is the creators in the self-hi or really can hit the user pain point, still need to be verified.

When the product is in the exploratory period, a certain user is needed to help validate the product model.

2. into the long-term

Products have verified their own mode, formally launched to the market, for the user to choose, the copycat is the competition will appear at this time, if the product can not be quickly obtained users, will be competing products catch up.

So in this period, the product will be quickly iterative according to the needs of users.

3. ripening period

Products into the mature period, has accumulated a large number of users, but at this time, the market still has more competing products, if lightly, it is easy to seize the market.

So, at this stage, the operation is the focus, around the user to fine operation, focus on the user's activity, but also the brand firmly branded in the user's mind.

4. Decline period

Product market is nearing saturation, when the product of a large number of users by the replacement of products taken away, the product also ushered in its recession period.

But it does not mean that the product life cycle is over, that it is well-run, and that the product will erupt again.

Second, how to operate the product life cycle

1. Discovery period

in the APP Exploration period, product and user is the focus of operations, product managers will present products to the public, waiting for users to test, to verify the model of the product, need to have " people " participation. At this stage, operators find the people who need the most products – the seed users.

And, considering that there will be a lot of user access in the future, in order to prevent the clutter of the content of the community out of control, at this time, we need to determine the good content of the tune.

(1) Introduction of seed users

When it comes to seed users, it is necessary to mention the knowledge of this product, the early stage of the market, the choice is a semi-closed form, the founders through their own network, the community will be some of the more well-known people invited to know. With the fame of these celebrities, a variety of invitation-code posts appeared on the Web.

According to a lot of users recalled, at that time they are thrusts out old face in micro Bo, watercress and other people, finally to the invitation code.

In fact, it is known that the official also has to distribute the invitation code, but need to fill in the form of the application, the official audit to obtain, the way to fill in the personal information to obtain the invitation code, in fact, the operation between themselves and seed users to build a bridge of communication.

The operation feeds the questions and suggestions of the seed users to the Product manager, and the product manager improves the product according to the user's needs.

(2) Determination of content modulation

Airbnb(Audemars Piguet) found in the survey: the image on the top of his website is a casual shot by the landlord with his mobile phone, without any appeal to the user.

in order to attract users, Airbnb's operators door-to- door to help the landlord take photos of his house and beautify the photos to the web. The box fungus P has one, then the APP interface should look like this.

content tuning will be the first time the user enters this The impact of the app's subjective feelings, so at this stage, the operator should determine The content tuning of the app:

· if it is a content product, it needs to determine the content of the evaluation criteria;

· if it is an e-commerce product, you need to determine the picture display of the product;

· if it is a social product, you need to determine how the user is connected to the user.

2. into the long-term

Products through the exploration period, formally into the growth period, the product is ready, the need for a large number of users. At this point you can use the promotion method, tell the user: We have a new product, can be used since.

activities are also a great way to attract users, so at this stage, the focus is on APP to promote and start doing the activity.

(1) promotion and promotion !!!

The product is ready, can the user where, in the product growth period, need to obtain a large number of users, which need to promote the product.

If you have The app has not been published on any platform, can apply for the App Store starter, if it has been published or has failed to apply for the first time, can buy the App Store paid promotion service, but the latter is too expensive, not suitable for start-up companies to promote.

There is another way of promotion with the development of the Internet came into being, that is through the net red pay promotion. The specific choice, you need to choose the product values in line with the net red, remember not to throw in order to effect.

(2) launch of the event

Apps require a large number of users, and this is the way to operate. Activities can quickly pull up a certain indicator in a short period of time, so at this stage, the activity is the first choice for the operator.

I do not know if you remember the year of the sale of the subsidies of the war, said that the war, it is prepared to enter the small companies feared.

at that time, hungry, three pillars and Baidu outside selling, desperately burning money: new users only need a piece of money can order food, ordered two meals , add a bottle of soda full block directly minus block, and finally Ten buy two meals and a bottle of soda in a lump sum.

In the end, the money-burning subsidy campaign was quick to get users for the three takeaway platforms.

The money-burning subsidy does bring a large number of users to the platform, but this approach is doomed to run forever. Users before ordering, will first go to see which platform preferential more, and then on the cheapest platform on the list, burning money subsidies bring the user loyalty is not high, the money will be used up, the subsidy is not enough, the user will leave.

Therefore, in addition to burning money to rob users, but also need to use the means of activities to cultivate user habits. Specific methods can be seen before the box of bacteria written before the "user operations necessary, four rules to cultivate good user habits" article.

3. ripening period

The APP enters the mature stage, the operator in this phase in addition to focus on user operation, improve user activity, but also pay attention to brand operation.

(1) User activity level

The app already has a large number of users, but is not active, so some apps will improve the user incentive system at this stage. The specific incentive methods can be: virtual glory, integration level, badges and so on.

Moreover, in order to promote user activity, The APP is also very active in this period, before the box bacteria often received the message of the shared bike and the small yellow car ofo Push, Mobike and ofo have launched a monthly card, Mobike sent free ride of the month card, A $2 renewal fee of one months and $ 5 for a monthly renewal of 3 months are also introduced . Ofo , however, launched a free monthly card.

(2) Brand creation

mobike and Ofo in the mature period, have strengthened the brand operation, here only take Ofo as an example:ofo Please come to the red small meat Luhan as their image ambassador, and carried out social advertising, in the bus, subway and other land can see Luhan and small yellow car figure.

in the god Stole Milk Father 3 on the line before,Ofo with the god to steal the milk Father cooperation, launched the small yellow people cooperation small yellow car, and released 5 headlines,Ofo through cooperation with the small yellow people, once again to the brand.

4. Decline period

Products into the recession, and here, the heart of the box fungus shook a bit, in recent years the recession and even the end of the life cycle of products: Yahoo China mailbox stop service, friend Net also announced close.

In fact, every Internet product will enter a recession, but this does not mean that the product life will end.

in the year, the watercress released its own ten years poster, for many people just, watercress this product is actually already very old, the user most often uses is the movie, the book grading, the appraisal and so on function, but its group, the broadcast and so on function's user activity is not so much as before, Whether the watercress will fall on this, afraid not.

watercress combined with their own, began to explore new product direction,in the year, watercress on-line knowledge paid column - watercress time, back, watercress and launched a video culture search program "if", I hope the watercress can find the right new direction for you.

Source: Network

How are the four life cycles of the app operating separately?