Good product thinking is the key!

This year, whether it is within the company, between companies or high public opinion, is very popular one point: that mobile internet is subverting all traditional industries. At the same time, the reverse thinking is the traditional industry how to embrace the Internet, how to transform. This is a very big topic, it is very easy to flow in the slogan, similar to the one I said before the "make products to be minimalist." It's hard to fall if you don't think deeply about the argument.

So, I usually and some friends in the circle when talking about these topics, will remind everyone "speak". Today, I would like to share with you the question is: what is the practical significance of a good product? Or, what are some of the products that are considered "good products" can solve?

In the past few years, many of the entity industries or business models that we are very familiar with have been changed by the Internet to one new entry point after another. Let's take a look at our phones. Say a few familiar examples, the most typical of the electric business, not to say, the public comment is very good understanding, it is the model behind the line online, online for the convenience of the line to make life better, after all, we live under the line. There is also a special example of the fire this year, internet finance, the typical product is Ali's balance treasure. There are American Regiment, where to go and so on (but I personally do not like the 58 of the city of this type, after the free discussion) in general, the typical example is not complete.

I would like to cite a few less well-known but life-related products, such as aunt, bread travel, hungry mody, tick a taxi, snowball and so on. You will find that their activity is very high, in their respective fields have a good reputation, although no micro-letter so dazzling, but can be called a good product. Why? That's the question I'm thinking about.

In my heart, good product thinking is a needle, a knife, a line. And they just fit these points.

Unfolding said, a needle is the user pain point, Zhou has a very comprehensive discussion of the internal teaching of ceibs, and his words are, "you push an elephant with your hand, you can't push it, but you push an elephant with a needle and you can push it up." He used this metaphor to warn everyone, must find the user's pain point, and then targeted the grinding of the core function of the product. Remember, there must be only one core function, then constantly polished, constantly cut branches ya, constantly do subtraction, when you put this core function, polished into a needle, you can take it to the user's pain point, this time, users do not scream is not possible. This is used to say the product itself, very well understood. You can go to see what the good products are a function of the needle.

It must be very very small pain point, many even small enough to make us insecure, which is why most products continue to increase the function of the reason, always feel uneasy. But I'm telling you, the pain point of the future of Internet products will be smaller and more subdivided. What is it that determines what? by the user of the quality of service, product performance requirements are increasingly high decision. At the beginning, the user only needs a bowl of food, and the tube is full; Later he wanted a meal to be delivered, convenient; At last he wanted a Western food, and had the best foie gras, because of the money, pure personal enjoyment. This is also the fundamental driving force for the continuous economic development.

Then we talk about a knife, this is I think in the operation, as if no one expressed. When you have the needle, the product can win the user's favorite, but a needle is not enough, the power of the needle is limited, this time, we will come up with a more powerful weapon than the needle, is an equally sharp knife. Do what? In your target market, find a suitable size of users (scale is not too big, easy to hurt, too small, can not cut out movement), cut a hole, this is the focus of operations. For example, Sina Weibo's opening is to take big V this knife cut out; micro-letter of the incision, is to take the QQ and cut out, millet is cut out of rice noodles, is and the island's opening, is to take dozens of with the Tung Wah relationship good big guy cut out and so on. This is the starting point of the operation, need a knife. Very well understood.

Cut out a hole, causing great attention to small users, we also need a line, because you need users to explode, need a larger market, while constantly improve and strengthen your business model. This time you need a line. Use a line to stitch together the incisions we cut out before. This is what all enterprises are striving to pursue, but the cost of traditional enterprises is very high. I would like to cite an example, such as Wang Wanda Plaza, is a line, this is a brand, in the country want to do 100个万 da Square. Each square volume is very large, possibly tens of billions, there are a variety of physical stores, all kinds of big brands. But the whole control process is of great risk, long chain and heavy burden. Hydro-gas property He has to take care of these trifles.

What is the Internet product like? It is a thread that is strung together with a very small entry point. So Ma's balance treasure, only need to use "balance" this small point of entry, each user took out the balance of Wan Ba-chu put in, do not hurt the bone, gently loose on a 200 billion of the fund. How big is the first fund of our company? 1 billion. Even if each member takes out 100 million, it is only 200 billion, but how hard is it? I don't envy Ma Yun, but think we should use smarter play. The internet is definitely "small profits but quick turnover", turned into a "more lucrative", because once the pattern is determined, the product operation in place, the last is to increase the server problem. There is no need to be like Wang, every building a Wanda square, with local government, various departments dozen so many dealings.

Let me give you an example of a small product that is not famous but is a good aunt. The traditional bosses would think, what the hell do you think of space, but, I tell you, big aunt is the most common pain point of every woman of childbearing age, (although the activity is in the month, slightly close, but each month also has a week or so). Once the product is ready, it can use this small cut-in point, the female supplies market cut a huge hole, can put those different menstrual care supplies, all integrated into this product, around these users, to provide consumption options. We might as well calculate the market size of women's supplies, and you know how much space you imagine. Moreover, this kind of thing, does not need the visa to let the foreign female use.

Therefore, we will see those who do good products, pointcuts are very small, but can be cured before the "Entity brand Scope", all cut into a hole, let consumers re-examine, re-enter. This cut off, is a new "monopoly mode", a new integration process, to compete with each other, fighting, the same content, different brands of products, connected to a platform, the consumer's power is greater, greater freedom. And the service will be better. The traditional monopoly is the upper reaches of monopoly, Monopoly region and monopoly resources. How do internet companies monopolize? It is a monopoly in a consumer node, a certain number of minutes to use the time of the user resources, really from the source to monopolize the market. The user this channel control good, produce what, how to produce, how much price, natural you will decide. And you just have to deal with users, discuss the topic is how to improve service, improve customer satisfaction such a big joy rush things. What about Le?

This is what we do a good product of practical significance.