How to analyze the durability of Internet products

The rapid development of the Internet era, the product of the iterative update to show the unique fast-paced era. The product is like the athlete in the athletic field, the user is the baton, the product unceasingly changes, but the user uses the product to have certain choice period. The user's demand is the final goal, and the product itself is to meet the needs of users of the media. As the product development cycle is getting shorter and faster, internet companies are responding more and more quickly, and more and more products are competing in the market. But it is still a problem whether many "fast products" can be used as "durable goods" by users.

The explosive growth of "fast-product" users does not mean that it is "durable", for example, microblogging, LBS, a lot of products to meet only the users of freshness, fashion elements and other recreational needs, this rapid product even if the rapid development, but also easily replaced by a new model, and really to create lasting value for users, Must satisfy the user rigid demand and provides the essential functional service. Here, I borrow a few fast products and "durable goods" phenomenon to the product model analysis.

• Fast Product phenomenon

2007, university students began to register the Universal School; In 2008, white-collar groups began to like to play happy net, the people to "steal food" into a fashionable entertainment; in 2010, a group of celebrities brought a group of students and white-collar workers to weave a "scarf." The so-called singular is that the portal and BBS era in the west near the end of the same time, and Facebook has not reached the peak, the domestic SNS but there are "sheng extremely to decline" trend. "Portals-search-social" have undoubtedly become "durable goods" in the west, while SNS in China now appears to be in decline.

The universal users of fast products are susceptible to the transfer of freshness, Weibo is now the most popular Internet platform product, many people also believe that 2011 will be the power of Twitter year, but the various basic functions of micro-blog (information, social and entertainment) can make the internet era of "durable goods" is still unknown. For example, the original play BBS users played SNS yesterday, but today is playing Weibo, who can imagine tomorrow will play God horse. Mobile Internet era, but micro-blog and emerging concepts of various products (such as group buying, lbs, etc.) is only called "Fast product" or "durable goods" is an unknown, this depends on the market to test, we see is to use logic to infer.

• Durable goods model

If you look at the user cycle, all the vitality beyond 5 years of Internet products can be called "durable", such as now gradually out of the stage of the portal, as well as IM communications, search engines, and e-mail such as the beginning of the internet era of products are still widely used by users. The essential feature of "durable goods" is to meet the basic needs of users, such as access to information, remote and instant messaging, and so on, the durable goods role provides more platform and functional services.

The so-called internet age of durable goods and ordinary fast products have several characteristics of the difference: 1 The base investment of durable goods is more, the recovery period is longer, such as platform application and platform itself, compared with webgame and MMORPG, the latter risk is higher, but can provide the value relatively lastingly, 2 the durable goods are irreplaceable, But its own function and version will also have Universal fast product update speed; 3 users rely more on durable goods, while dependence on irreplaceable functional services and the cost of alternative products, such as IM and social networking sites, the choice of alternative products will be accumulated with the accumulation of time to increase costs, user contacts Strong relationship "of the group transfer will become more and more difficult, so even if the QQ has a harder decision, the user's resistance is also very difficult to improve how many.

• Challenges and opportunities in the Fast Times

The author described in this "fast products" and "durable goods" easy to produce a few misunderstandings, make a clear first: 1 The internet era of "durable goods" is also from the "fast Product" generated; 2 the entire Internet ecosystem, or social circle, is not for everyone to do "durable goods", after all, "durable goods" With the universal fast product constitutes the Internet product vertical ecological chain; 3 only the existence of a stable "durable goods" platform in order to create a prosperous fast product stage, 4 to just "fast product" mistaken as "durable goods", easy to produce bubbles, because the market fresh direction has unlimited possibility, The user's persistent stickiness cannot be just fresh.

In today's fast-growing era, whether it is a fast product or platform of "durable goods" competition will become more intense, but the start of the founders are mostly from the universal fast products. and universal fast products such as web games, it is not impossible to develop "durable goods", such as a breakthrough attempt to stick to a certain user base before a recession, to shape a strong brand, to extend to neighboring industries, such as Angry Birds starting into Hollywood and the toy world, And the role model is in the animation film industry Disney, in the industry to shape the quality brand after the development of theme parks, toys and education market more easily shot.

Back to the discussion of micro-blogging, the user's functional demand for news and information is rigid, so I firmly believe that micro-blog, such as Twitter will become a powerful news media, but from the entertainment and social perspective is not necessarily more "durable." Now the success of domestic micro-blogging and local SNS lack of power is related. Local SNS has not developed into durable goods such as Facebook or LinkedIn, its durability long is a small game platform and communication thin, but from the e-mail, IM and micro-bo multiple complementary and alternative functional products, the erosion of happy net and Renren's viscosity decreased.

This paper presents the concept of Internet fast products and "durable goods", is to hope that the domestic like the platform of Facebook products appear, after all, many fast products are also dependent on the platform derivative products, like no Taobao will not have crown sellers, and the author finally share some based on user demand point of view of durable goods development ideas.

The prosperity of the portal is to enhance the efficiency of users ' access to information, and the advent of the search is to enhance the user's access to information efficiency, mailbox and instant messaging is a cheap way of remote and work communication, these people meet the needs of the daily way to speed up or improve the effect, and therefore is persisted. The portal's decline is because social networking sites and microblogs make news more convenient to carry and spread, but portals and blogs are also carriers of information, just away from internet users ' portals. Or Yahoo!, Google, Facebook is the most popular market value when the "entrance" of universal users, but the way to change the "entrance" is not necessarily a copy of the model, but users to meet the immediate needs of speed and efficiency.

Look forward to China's Facebook and more outstanding Internet "durable goods" appear.