1000 hardcore users How to do it without spending

@ Wensheng: I am the founder of the traditional apparel industry, the impact of the internet has brought me to realize the importance of users, I began to interact with users through social platforms, hoping to find hardcore fans to improve the product. Whether the enterprise Micro-blog or service number, in addition to the directional push enterprise information, although each lottery draws many users to participate in, but afterwards proved that the user only to Chong the prize, not the true meaning of the angel users. I reflect on the impact of the money to get the user is not a long-term solution, the user is really the best product recognition is the best policy. So the question is, how do you not spend money on 1000 hardcore users?

Liangning (very Kesin venture capital partner) said:

Whether in trading, single or dealing with interpersonal relationships, people are divided into five degrees, the middle state is neutral, users can choose you, you can choose someone else, starting from the middle two degrees, one side is like and dislike, the other side is hardcore and enemies.

Hardcore and like are two different concepts. For example, your business is good at music, flattering, the other party will like you, but only with you small business, hardcore users may not like you, but he must believe you. I define hardcore users. Conversely, do not like to mean that you do not like certain characteristics, some people like to eat spicy, some people do not like spicy food. The enemy is the hardcore of your competitor. So when we face the user, not simply face fans and hardcore two-dimensional users, but face like, do not like, indifferent, enemies and hardcore five-dimensional users.

To achieve no money to find 1000 hardcore users, I think the product definition must first serve the heavy user. What is a heavy user? for example, a fast food restaurant a bowls sold 15 yuan, mainly for young people, its advantage is that rice twice as many other fast food restaurants, to ensure that young boys eat full, they think this fast food restaurant is good. But girls do not feel sufficient appetite is a good thing, unless with the boys eat, fast food restaurant with such a simple trick to win heavy users.

I found that a large number of entrepreneurs do not succeed in the product only serve the general user, they can not die users pain point, only to get heavy users of the recognition only meaningful, heavy users have a high demand for products, they will try a variety of products, if meet the needs of good products, it is easy to produce strong But the centrist user does not bring the product word-of-mouth dissemination.

In the product scene design, the vast majority of users are not hungry, they belong to the middle, because there are countless alternative products for them to choose, countless small snacks will always feed them, even if the user did not eat enough to not be hungry, and only heavy users will be hungry. But the need for heavy users and critical value is high, ordinary entrepreneurs do not have the self-confidence to meet them. For example, restaurant owners dare not open to gourmet, they often open a fast-food restaurant in the street, simply think there will always be someone to eat, but the end must be dead, because he did not think who is the hotel's heavy users.

Rauschecker (founder of Aunt) said:

One is to listen to the voice of the user is far more important than closed-loop data analysis, carefully pay attention to each user to our feedback, micro-bo, micro-letter, product internal, etc., timely interaction with the user. For example, we will use the form of questionnaires to let users choose the product, we will continue to improve the next version of the user to give us the various suggestions.

Second, do a good job from the media, to find the user's resonance. Content marketing is the first choice and needs to be converted into a language that the user understands. Like our @ Big aunt? Small assistants will not coldly say "Please do not drink cold water", but will stare big eyes say "you want to dysmenorrhea painful death", this kind of boudoir honey feeling close "big aunt" and the user's distance. For example, we will draw a comic book without integrity, compare the egg pain and menstruation which more pain. The comic was forwarded 120,000 times on our microblog with only 5000 fans.

The Golden Wrong knife (founder of the Research Center for Micro-innovation) said:

In fact, Millet team to do the first product called Millet driver, is completely used by the exercise team. But Millet's first real fan product is MIUI.

MIUI is not spending money to do 1 million users. But how does MIUI spend 1000 users?

This question, I have done with Li Vanchang in-depth discussion. One of the key points is to find Word-of-mouth node.

MIUI early Word-of-mouth node is not by research, pure is our own use. The earliest proposed this demand is Millet engineer Peng, he likes to brush machine, at that time, the founder of the Millet is basically enthusiasts, basically like to brush machine. In other words, the driving force of millet to do the mobile phone and millet to do MIUI is from the internal team, the team is the first group of Angel users.

Millet's approach is to first get rid of 100 of hardcore fans, Miui early is to make a 100 fans, but the question is, how to let them stay, and continue to enlarge?

Miui in the beginning of a very accurate, is the brush machine. But on the brush machine, MIUI solves two core requirements: first, we emphasize personalization. The second emphasis is fast.

Li Vanchang said: "Because we are a true regular Army team, at that time a lot of people do, including some small team to do, in fact, they are not very strong, really do the bottom of the optimization, and then we really come up to grasp the core, how to optimize the growth of the entire desktop, and then how to optimize the call faster, Is that what we really do is really kung fu. I think these two points miui in the first step is very accurate to seize these two needs is very important, all of a sudden there is a reputation. ”