Ghost Foot Seven: Internet products only the fast-breaking truth goes bankrupt

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Wen: Ghost Foot Seven

Compared with traditional industries, the Internet has changed rapidly and has many opportunities. More and more intelligent people enter the industry, so that new models and new products emerge. Almost all entrepreneurs have this consensus: Internet products must be fast, there is an idea to quickly landing, fast to the market, rapid iterative improvement!

Most successful products on the Internet are so. Baidu just online, the main to provide search services to Sina, and Google to provide Yahoo search service. Just started on the line when the effect is very poor, 2003 also made a lightning plan, quickly improve the quality; QQ first called OICQ, interface and ICQ very much like, the most difficult time almost sold, but QQ rapid improvement, to adapt to the needs of Chinese netizens, developed to the present giant; Taobao's first page said how ugly it is how ugly, users are not many, but rapid improvement, adapt to change, the development of the current largest electric business platform.

There are a lot of Internet products are not improved fast enough, slowly decline. 263 mailbox is an example, the search is an example, MSN is an example, Tianya, happy net can also be considered similar examples. A lot of products were hot, but a flash in the pan, I do not want to remember now.

Undeniably, the development of Internet products, must be fast, the beginning of the product can not be perfected, but must be fast! Fast launch, to seize the market, and then quickly fix the problem, rapid iterative improvement! Almost all the product managers of the Internet, there is a consensus: Internet products, only fast and not broken! Not fish, but fast fish eat slow fish!

However, the environment is quietly changing, and this concept has become the original failure of some products. Now launch a new Internet product or feature that should slow down!

The popularity of smartphones, the number of mobile Internet access in the explosion of growth, mobile internet access in the last two years almost more than the past 10 years of accumulation, which is the environmental change.

What are the changes to smartphones? No one has ever said that computers are part of a person's body, but it is not too much to say that a cell phone is part of a person's body. Previous News reports:

Some young people were banned from using mobile phones, began to get sick, the hospital stayed for a few days also did not improve, more and more serious. Later had to give his cell phone back to him, the illness soon recovered!

Since the cell phone becomes a part of each of us, will we tolerate the dirty things on our hands until the next day? We'll tolerate a big chunk of grease on the clothes. Do we always go around wearing a pair of really crappy shoes every day?

In the same way, if some of the software on the phone has obvious problems, most people will uninstall it immediately. Once a friend to recommend me an interesting mobile phone application, said that can send a picture with sound, I installed after two tries, encountered a few bugs, I immediately uninstall, no matter how much later he improved, I have no desire to reinstall. There is also a very useful photo management software, I tried one day, found too many user experience bad place, I also deleted. A lot of similar scenes, I believe many people like me.

Use a more logical explanation to illustrate this point. On the PC if a part of the page does not like, a bit of weight loss breast aphrodisiac ads, I can accept; if the verification code has errors, a big deal closed the browser reopened, and the PC has more than one window can switch. But on the phone is not so, small screen, inconvenient multiple page switching. If you encounter a small problem, it becomes a big problem in this application. The result is that the user complains that if the user uses it again and encounters problems, the result is only one: Delete application!

The product on the handset obtains a new user the cost is much higher than the PC, after all, China network speed is not fast, the flow expense is high, each application has several megabytes, the download trial cost is too high. When I deleted an application, and then someone recommended this product, the freshness has gone, the resistance will spontaneously: This application I used, very rotten!

Therefore, in wireless Internet products, not too fast, should slow down. Slow down is not an end, the goal is to make products into a boutique. function can be less, but must be carefully designed, rigorous testing, no obvious flaws, otherwise good functional ideas will be undone!

When a good application product is released, the new function can not be increased quickly, but be cautious, each new function should be improved. function on-line easy, want to withdraw down is difficult. When the product has more than 100,000 people in use, and then the function of garbage, there will be a few percent of people feel good. This time off the function, users will complain, and will spread, resulting in user churn.

See here, someone said I understand, PC product development is the most important is fast, mobile phone application product development should be slow, should be a boutique!

No! PC product development should also slow down, it should be launched boutique!

Why are there many PC products that have defects that can be developed quickly? One of the reasons is that I just mentioned that some of the smaller bugs users can tolerate on the PC Internet. Another reason is that internet users are growing bonuses. As long as your product experience is tolerable and the follow-up is improved, a large number of new Internet users will come.

But now the development of Internet users has been gradually saturated, from the first 100% growth to now only 10% of the growth, the user dividend factor has been very weak. What is more easily overlooked is that the user's habits are changing slowly.

In the July 2012, Chinese mobile internet users have surpassed PC users. The user's habit on the phone has made users more and more self, and increasingly picky about internet products. User habits on the phone have slowly influenced their habits on the PC Internet.

Sina Weibo once had a potential product called Micro-magazine. If someone has studied the micro-Journal, it will be found that the product idea is very good, and the micro-letter of the public account features somewhat similar to the time there is no micro-trust public platform. But the product has no chance of a flash in the pan. Micro-publication of the first day, I began to trial, found a lot of experience on the problem, almost give up, because the product idea is good, in view of my new product research mentality, I still adhere to a period of time. With the micro-credit public account, I completely abandoned the use of the Micro-magazine.

Later had the opportunity to communicate with the product manager in charge of the micro-issue, she said that the micro-Journal online the day before, the internal test out of 156 bugs have not been repaired, but still worried about the line, plan to go online after the change. I said, you drove the user away. I believe a lot of people like me, because many problems, and then no longer try, others asked me, I will evaluate said not to use, not recommended.

In my micro-letter No. 036 article "product manager's four-point thinking" (add my micro-letter account "Taobaoguijiaoqi" Reply 036 view) in the emphasis:

Make products to the icing on the cake, not gild the lily.

I was talking more civilized, more vulgar saying is: Add new features must be added to a flower, rather than add a lump of excrement. For an already on-line product, if wants to add a new function, must let the most user have "wow" the feeling, but not lets some users say "shit"!

Many people in the use of micro-letter, research micro-letter product strategy, will find that the micro-letter is very conservative, new features are very slow, but each feature is a boutique! No matter how strong the user needs, if not made fine, micro-letter will not be online. We look at the introduction of micro-letter to talk about the function, so that everyone is "wow" praise! To see the micro-letter payment has not been online, not because the demand is not strong, nor because Tencent did not pay the product, but because it did not find the most suitable solution. If other companies do, the payment function estimated early to get up, the experience is not very good, slowly change Bai. Of course, the micro-credit payment function will sooner or later, now is the micro-letter 4.5 version, estimated 5.0 of the time to pay the function should be on.

I share inside Taobao said that the micro-letter of the large number of users is not terrible, terrible is their product strategy, or in the micro-letter of the head of Zhangxiaolong.

With the booming development of wireless internet and the gradual disappearance of the Internet user dividend, the fast-breaking truth has been challenged more and more. Internet products, should slow down, should launch boutique.

A product manager said, your opinion is not completely correct, the Internet product should not slow down, but both fast, but also fine!

Well, you're right, as long as you can!

Perhaps the time has come for Internet product managers to wake up.

The author introduces: Ghost Foot Seven, electric dealer and search expert. Focus on Electronic Business observation, enterprise management, product design, Taobao dynamic and rules interpretation, tea Zen, occasionally deep, occasionally literary, to do a thoughtful person. Micro-signal: Taobaoguijiaoqi