Mobile internet needs to be treated calmly

The advent of mobile internet has made the Internet era lively and extraordinary SNS, the community seems to be gradually forgotten, investors and internet entrepreneurs have turned to the view of the large gold mine mobile internet, for mobile internet developed a series of dazzling application tools, Not only can fast access to users and Word-of-mouth, the development cost is low, such a pleasant, of course, it is gratifying.

But after the mobile app development frenzy cools down, there's a problem that needs developers to face and what to do with the tools.

The emergence of gold deposits

In 2010, there were insiders predicting that the mobile internet would become a gold mine. However, when a large pile of "miners" poured into the gold mine, it is clear that the mobile communication Internet market is beginning to saturation. 2 years ago, if someone developed a good mobile application products, may quickly obtain a large number of users and a good reputation. But now, if you still want to get a lot of users at low cost or even 0, seems to have become impossible, homogeneity, channel chaos, high cost, mobile internet entrepreneurs are the head of the three mountains, without regard to be layered brush machine, the current access to a single effective user cost reached 6-8 yuan, And the Wired channel under the single application of the built-in price, and even close to 2 yuan

For entrepreneurs, the best choice for quick access to users is, of course, to do user demand for strong tool-oriented products or a gimmick tool application. In the entrepreneur's view, if there is no user, it is tantamount to failure, "The wine is not afraid of the alley deep", but if not even the opportunity to appear, this sentence is of course not to mention. Free location, free channels, resources on a few, if the product can not quickly get a large number of clusters, it is tantamount to the loss of opportunity, this is no matter who do not want to see the defeat.

So throughout the mobile internet industry, is basically a tool of the world, such as ink weather, the United States Mito, PA, sing it, each one to meet the strong needs of users, each in their respective fields to achieve the first, completed the first step of success.

At the end of 2012, the founder of the snapped up a thought-provoking topic: "How to build a moat?"

March 2013, ink weather users hundreds of billions of days, active users 20 million, and I see, there are more and more mobile phone ROM with the weather software is getting better! is the ink weather urgent? The answer is clear!

The shadow of PC Internet

In the PC Internet age, the community website has been able to quickly build and quickly gather popularity of the Internet product form, has been occupied by half of the Internet, its initial form called the Forum, its sister called social networking site.

The site of community form originated early, vitality is also the most tenacious, in the experience of so many years still living there are many, such as Tianya, watercress Community, mop community, in the mobile internet gaming Circle has a certain impact on several sites, such as music, Jifeng, Granville Peak, are relying on the community before the user and formed a reputation.

While the social networking site is after 2005 to heat up, when it is menacing, although in 2006 until now the product shape has been evolving, much of the capital concerns, but basically are ups and downs, in addition to very individual sites, most of them have been a fire after the disappeared.

The vicious circle of mobile internet

But in the mobile internet age, it is another scene, the community products are rarely seen, and some are only the individual PC community in the mobile Internet conservative extension, the social type of products have sprung up a lot of, roaring, climax, and then quietly again. From the PC Internet to the mobile Internet, social-type products seem to fall into a curse, always burning and then dying, leaving behind the peer's lament and the successor's optimistic cry.

"Because of stickiness!" A friend who has been an Internet community product for many years thinks, "in fact, no matter what type of social product, the emphasis is on the relationship between people." Social products have a big advantage is that the early can create freshness and fully mobilize the user's curiosity, fun! So it can be quickly expanded. But Internet community products have a fatal flaw, that is, after the novelty, the relationship is unsustainable, because relationships are an essential tool for a person's life, but not an end, and no one will maintain relationships purely for the sake of strengthening relationships, which is unsustainable, why entrepreneurs are passionate about social products, and few care about Community products, Another important reason is that the community product is a slow-heat product form, the need for continuous operation, development, the formation of their own community culture. It is not like social products, through the user relationship, the formation of viral transmission, can quickly hot. Of course, this is also more likely to attract capital attention. ”

This may be another vicious circle of mobile internet, but careful analysis will find that there is an important factor, that is, time and cost, directly into the community seems very difficult to quickly gather users in the short term, to complete the first step of the transformation, for many entrepreneurs, there is no first step, then there is no talk about.

But such products will always face the same problem: stickiness. Although tool products can quickly bring users, but also face the rapid loss of users and homogenization of the product threat. Lack of stickiness, it will become a new annoyance, this may be the pop Xu Chaojun, ink weather problems: Where is the moat?

The answer may be many, but reasoning may end up with only the community, the community is the building of a viscous moat. The problem is that some tool products, even if the whole community, is not a strong need for unnecessary. How to make a strong demand for a community module in a product that is itself a tool is a complex issue, even harder than the first step to completing a tool product.

This is the cycle of mobile Internet, it is difficult to do directly in the community, making tools to successfully transfer to the community, it seems more difficult.

Mobile Internet left, community right?

In the August 2013, a round of "hot Mom" in a married women's community financed millions of dollars. Over the same period, the focus on women's health tools, "aunt" financing millions of of dollars. Two of the mobile Internet products that serve female users have been invested in millions of of billions of dollars over the same period. At present, the same "sister's Thing" that focuses on the female community has also begun to engage the capital side.

It is reported that "hot Mom" from the beginning is focused on the female vertical mobile phone community, the team before the PC Internet has no similar product experience, that is, it is directly from the mobile Internet, and within a year rapid growth of community products. and "Aunt", is a calculation of female menstrual period of the product, but to attract "aunt" investors are "aunt" the Other side: a shape of women's health exchange community.

Wei Tianxing, the product owner of "Sister's thing," says that although community products don't detonate as much as social products, the small and beautiful vertical communities tend to have more potential because they are both a strong topic, a weak relationship type product and a topic-centric one. On the contrary, social networking sites are strongly related, emphasizing the relationship between people as a breakthrough point and development trajectory. The topic never dies, but relationships change. Mobile Internet era, users through mobile phone communication will become a new way, but the way of communication, the community is still the most can be precipitated, the most valuable.

These products may be just the epitome of mobile internet, but it reflects a phenomenon, in the crazy capital and crazy entrepreneurs behind the lack of the real demand for users, perhaps, when we calm down to think and feel, will be more rational view of this large gold mine.