Take the back door of the market--grasp the needs of the website audience

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Excerpts first-many schools and teachers teach you the lessons of Lang and Yundi. So you spend a lot of time studying, but actually only 10% of people want to be yundi, or the parent's wish is just to make the child as happy as Wang Leehom, in fact 90% of people think so, this 90% is our market.

This is the Icanmusic CEO Vekeyun, who attended a product salon last week, said, and I cut this down to Yundi's supply and Wang's needs. Music education, seems to be the same thing, but a subdivision of demand can be found in the market some products supply may not meet the real needs of users. Many products actually meet the needs of the public direction, that is, the product direction is correct, but the audience needs to grasp the breakdown of the demand, which in the initial market of similar products may not have any impact, but with the audience on their own needs and product number of competing products, the product of the need to meet the needs of more and more important, And to meet the needs of the product segmentation, the audience will basically not continue to buy. In fact, it is not difficult to understand a product directional gap in the market, even by virtue of common sense, we can obviously feel the demand of modern people's information, the need for grade upgrading, the demand for food, and so on, but if we are intuitive to write articles to do the media, intuitive to teach staff about the history of classical music in Europe and America, intuitive to talk about the eight cuisines Banquet ... is the product in the wrong direction? Yes, but I'm afraid the market won't be pleased. Accept this supply, because there are many obstacles between the product and the audience--time, energy, money, ability, vision, real preferences, and so on, the direction of the gap to meet the needs of the user, grasp the needs of the product audience segmentation is the main role in the tug of war.

In order to let the user out of the gate basically say goodbye to everyone net, and has been such as the past happy net as an example, have to say that they have to meet the social needs of the first step, the success of the relationship map, content, entertainment, etc. to move to their platform, has also been in the social field rage, today, although the thin dead camel than the horse, But the downward trend is very obvious, the user lost a big reason is afraid of the audience's current needs of the lack of grasp.

What are the user needs of the current social networking site?

I came up with five points, social, light, content, entertainment, mobile. Do all of today's nets hold these?

I don't think so.

First, social needs need to be built on a relatively broad spectrum of relationships, but Renren is too single audience group (students), narrow user group is not a complete map of the relationship, or even out of the school of the relationship map of the maintenance cost is higher, so the user finally give up;

Second, entertainment and sentiment, such as the theme of the content form has gradually let the user aesthetic fatigue, and content innovation is too small, from the media attributes can not retain the old users;

Third, overweight and lack of innovative products, compared to micro-bo, the content of Renren to long content or video and other forms, including network and time, the user's high cost of use, and in the product mix on the public homepage is good, everyone small station or are still 1.0 of the media concept, user participation is poor, active degree can not be adjusted;

Its four, embodied in Renren in the mobile end of the layout, in fact, this should be combined with the 3rd, but with the mobile end of the increase in influence, this is enough to take out a single, too few users, the same content, the new products and cottage of the people to scorn, making it difficult for everyone to give a user to leave it on the mobile phone reasons, and micro-Bo to micro-letter users transfer enough to show that the mobile end of social networking has become a social direction, Renren can not grasp the trend of mobile social, the user will be more reduced;

Its five, the more closed social environment, Renren plus friends and content to share the cost of the broad Umebo, the user's participation in the negative enthusiasm, can not meet the user's growing attention to the psychological ... Renren grasps the product of the directional demand, but can not grasp the changing needs of the subdivision. But the subdivision of demand is real, a product can not grasp the needs of the audience what to maintain their own audience? Renren's sinking of the ship is only a necessary tragedy.

The grasp of the audience segmentation needs is the key to the performance of the product market, even if the cottage, the UI is not so important, the most important thing is to meet the needs of the changes in the demand. So in fact, I recognize Wang look at Facebook to do the school, watching Twitter cooking no, watching Groupon do this "cottage-style" innovation, Rice does not mention, create not to say, at least to seize the real needs of users. At the beginning of the school and the United States to meet the audience is the direction of the product demand, in the market are good products. But after further subdivision of user needs, the United States to meet the needs of the audience in product quality control, the number of merchants, mobile market, service groups, such as the direction of the efforts, so that the United States group to maintain a good reputation in many group buys, this and the school after the small demand for people to meet different changes, so there are different results.

Everyone is a product home, but not everyone can grasp the part of "Wang Leehom's demand", the majority of this market is again to provide "Yundi products", Rob 10% of the market share, too small market demand, but the real situation is still 90% of the demand exists, but your products can not meet it, Real wealth hidden in the real demand, the product targeted to subdivide the demand is kingly.

Original: http://www.tmtpost.com/40167.html