How to do a good product

The most popular two words in the industry nowadays are: from media and product managers. Some people say that in the new media era, everyone is from the media, but product managers are not everyone can. Why is that? The reason is very simple, because the product manager is not everyone can be. Only need a micro-credit account you can be from media , product Manager you need a cool product.

On April 14, lucky to participate in Tencent product home salon, salon theme is "Those stuffy products", we discuss is how to make a product? In other words, how to be a product manager. The salon was chaired by NTA, founder of Innovation Communication, Shenyin, golden wrong knife as a poisonous snake judges, guests have orange Crystal CEO Wuhai, NetEase Youdao Cloud notes Shangwei Airlines, there are Yaoqi co-founder Dong Zhiling, the founder Jian, and so on, its products are matching the salon theme, can be described as "tea theory stuffy SAO"!

So, how did they cook this time? Let the author slowly way.

First, how to make a product?

Product Manager needs the first hurdle is how to do a product well, this, Sharon, Wuhai mentioned, he thought, do products, first of all to understand women, even do men's products! and mainly from the Orange Crystal Hotel product ideas to talk about. To this point, the author instant surrender.

Why?

He thinks, the first woman is more sentimental, the female appreciates, she will notice some details of things. So, when a product can impress women, then the product has the details of the conquest of consumers. Although this can not be generalized, but I think most of the case. Because a woman is very sensitive, she can be aware of what you are doing to her the first time. Whether you treat him well or not, good or bad. And we do not make products to let users know? So women are the best way to connect with your users.

Second, a product can do with the user emotional contact is very important, and women are very emotional group of people. Because emotion is the root of brand Association. But how to connect the product with the user's emotion? There is an important point of convergence, that is, the woman that Wu always speaks of. Women are a very emotional group of people, but also the most can connect products and emotions of a group of people. Therefore, the product should be made from women's thinking angle, impress the user.

Finally, women appreciate and share. Personally believe that this is the most important point, have talked about love all know, you are a little good for girls she will really remember, and will go out and tell her all friends, of course, if you have one out of 10,000 of her bad, then you are basically finished, this is a woman. And the man, you are good to him, most of the cases will not say, because the man good face. Well, from a Thanksgiving perspective men are not reflected.

Products are the same, although the quality of a product is very important, but this era if not share the spread of words, widely recognized by consumers is difficult. So, then the product of the good will have to impress women first, to women as the platform endorsement, is the best product to win Word-of-mouth channels.

Second, how do products hold live?

For product managers, product development is the first step, but the key step is how to hold in the future after the product enters the market? That's the key. For this point, Shangwei Airlines said the comparison in place.

First, the product development phase. He believes that if the product wants to hold in the market, it should start with the idea of how to enter the market from product development. To this end, he proposed a work idea: Build, Measure, Learn. Build is the rapid construction of a version that can be put into market trials. Measure is a measure of market feedback. Learn is the idea of adjusting products through market feedback. This is a cyclic process. Run through small steps to push the product iteratively.

Second, enter the market stage. This stage you need to face the problem is competition, so, the core of your product work is in the value chain to find competitive advantage, focus on market products. Let the market and product functions closely combined to change the curing management model and workflow, so that the market team and product team very effective communication, timely understanding and resolution of user needs, and then the product team can be achieved quickly, this is the key.

Third, the product competition stage. Shangwei said the concept of pioneering spirit. When a product is in a phase, he says, it's not a lack of ideas, too many ideas, and no knowing how to do it. Therefore, when the product enters the market time to enter quickly, the gradual development, faces the new opportunity, both dares the risk, but also is good at management. In fact, the iterative promotion is Eric "lean Entrepreneurship" in the proposed, but Shangwei the product competition phase of the management concept, it is worth learning, because the entrepreneur in the product competition stage have homogeneity of the challenge, this is not you pay resources and human costs can be. Therefore, in the process of innovation, we should not only develop resources, but also measure opportunity cost, like the Texas Poker Master, on the one hand, very brave, dare to try new opportunities, on the other hand, it also measures management risk, management of their own chips.

As a big fan of Eric, I've always been a motivational guide to lean entrepreneurship, but I've always been an orator. But after listening to Shangwei about lean entrepreneurship speech, only to know that people are actual combat pie.

Again, the product is swollen success?

As a product manager, the product can enter the market although the key, but how to succeed is the goal, in other words, how to fire a dream.

So how can your product be a fire? Yaoqi co-founder Dong Zhiling said the point. Take "100,000 cold jokes" for example, he proposed four elements: background, time, people, place.

First, the background. This is the key, if a product behind a very favorable development background, then the product attention is very easy to do. For example, in China, anime and the soccer men, are very concerned and look forward to, but have been not to force, see hope. It is because of this background, animation products in China is easy to promote, because the audience to your product expectations is not high, to you to his surprise, you succeed.

Second, time. "100,000 cold Jokes" Time is short, update slow, why? He Lingnan, a lecturer at Sun Yat-sen University, explains: According to cognitive scripting, 5 minutes is the limit of attention in an Internet context where attention is rapidly shifting. The absence of integrity reflects more of what I am (true heart), because reality and traditional media are too much of a moral norm. So no integrity is the motive, 5 minutes is the attention characteristic. I think this is the best answer to explain the Yaoqi time node.

Third, the character. Who is the core user of anime? What are their key words? I think it is "secondary two", "Xiang", "fortress", "Pit Dad", "base friends" and so on. "100,000 cold jokes" just came into being with this group of people's market. At this time, the Internet's First Nations came after the--90, their most important characteristic is not the moral integrity, from the Hi, amuse themselves, and have Yaoqi use this point.

Four, place. The reason why there is yaoqi attention, or from the "100,000 cold jokes" in the spread of Weibo played a very important role. Because the internet and young people are our most important goal, "100,000 cold jokes" to express the story or point or not, are consistent with the demands of Weibo users.

For the general view of Dong, because a product success is like writing a story, it needs these elements to enrich, otherwise, even if the product fire, also not long.

Finally, how does the product retain consumers?

Product Manager The biggest headache is not how products are developed, how products enter the market, how to showdown with competitors? But how to retain the user, this is the product of lasting way! This is the same as conquering the world-it is easy to keep the world difficult! The reason why flying a letter will appear today's tragedy, not only because of the emergence of micro-letters, More because he did not find the real use of the user's purpose-social, it only thought it is a tool, and micro-letter is different, he built a strong relationship between the user platform, retaining a group of users.

In this regard, Jian talked about how to retain the user's methodology. He mentioned three areas: channels, sharing, impressions.

First, your product must have a channel that we all see, and it is best to be the platform of user strong relationship. This is the original starting point, because many products focus on how to design the link, but finally found that their products have no channels. such as embarrassing hundred, you see the above to think that a lot of funny content, you can share to everyone, Micro Bo, QQ space, you can tell your happiness around people, and they if for your happiness and happy, then you would like to go embarrassing hundred. This is the channel that is the basis for the product to retain consumers.

Second, the product is good, but must be easy to share, otherwise it is a tragic product. Today, a lot of people talk about Low-cost marketing, all want to put the most important part of the cost of spending, all want to put all the advertising costs, marketing costs all to the minimum, only to retain the most economical word-of-mouth this piece. Good idea, but where does the word of mouth come from? So, your product must be easy to share, in other words, it is easy to infect others. For example, when you see a person smoking very elegant, you also want to imitate, this is "share" infection.

Third, the user to judge a thing is not necessarily through rational thinking, the first impression is very important. This I believe most people have this view, interview or Blind date or meeting, if the first impression feel uncomfortable, it is difficult to change in your cognition. People so, not to mention the product? Now the homogeneity of products is common, the user even the first impression is not good, how to keep it? For example, many embarrassing hundred users directly to see the content itself this good laugh, there will be additional elements, he will be mixed into the first impression in the inside, some people feel funny, some people will feel not funny. Therefore, your product to retain users, it should be from the user's initial experience to make a good impression, for its user experience is very important.

In other words, although the encyclopedia is a small minority of products, but it has done to retain the user this key link. Just like the poison tongue guest gold wrong knife commentary, Jian is a very good product manager, for the product user insight is very strong, embarrassing encyclopedia has been in the iteration, the product is very simple, that is, some embarrassing things, the algorithm does not have much of the core meaning, but it was identified at the beginning of the product core, from the retention of users to start, this is enough.

This is the author after the product home salon Some of the thinking, there are guests, have their own independent thinking, perhaps not too comprehensive, maybe just a superficial, but write things not just like this? More writing, more insight. So, hope that friends after watching a lot of bricks, I would like to!