Talking about the Product Transformation in Traditional Industries

Currently engaged in product manager, there is mainly responsible for the software platform San Mao recruitment and the United States Saida B2C / APP Mall product planning, requirements analysis and product design. There are also mobile APPs for various industries planning and operating, and some service platforms for operating platforms. Most of the past few years are doing Internet products, on the contrary, these years challenged the transformation of some traditional industries Internet service-oriented product design, these experiences and the hardships inside to make their own professional experience and challenge can be further enhanced . Here to summarize the current popular traditional enterprises and traditional products that transition to the Internet product platform model.

In fact, no matter what the size of the product, there are two ways to derive platform-level products.

1. A single, concise version of a product at an implicit level of user needs (user-less-aware needs, excitement and surprises), and focus all operations and R & D including product HR to this one product. For example: WeChat such a product, in the preliminary version of the mining to the people never thought of when the demand of Lei Junmi chat is thriving users, Lei Jun had publicly expressed fears Tencent will catch up, but never had How long, Tencent's micro-channel such as appointment to the line. Lei Jun also had to shift the focus of the product of millet, the product play, but you play my rice and rice chatting operation, to form a product differentiation, in order to seek stable user growth in rice chat. Prior to the launch of WeChat, Tencent's core product was QQ. After years of operation, it has accumulated and improved its platform and resources for entertainment industry. Based on this huge user base user volume, a huge amount of traffic can be imported into sub-products for verification in a short period of time Great advantage. But have to say that such a product WeChat Tencent can only be powerful. What reason I think we all know.

2. Simply put, the product has been developed to a platform-level product with a single-product snowball growth model. WeChat first identify the entry point, depending on the operating resources behind the support formed its own platform model. There are games in the platform, micro-mall, micro-community, I have bank cards, lottery tickets, and so on. We note that these business products are not done all at once, but the iteration and mining business model and platform a little related and advantages. Years later, such a powerful platform for WeChat products which will bring the driving force and support it?

OK, the above is the evolution of the Internet platform model product process, this product design and operation mode of thinking we are familiar with, in addition to some of the Internet in the early stages of self-expansion of the Internet to the last reflection to do less is to do more process, the basic No enterprise on the original product features to do with the Xinhua Dictionary as anything. But if purely for many years Internet product manager, go to the traditional manufacturing and industry software and office platform for business. The above model is very difficult to go through, it is easy to commit thinking habitual error. This year looks like the most talked about how to transform the traditional business users to do Internet thinking products, as if not transition will die the same tomorrow. This eager attitude is very irrational, Internet product thinking is not a treasure chest, a product transformation of its obstacles and risks have always been great, if an enterprise can not take into account the rash restructuring of existing sales and product model, it will be a What pain?

Traditional products are nothing more than two forms of composition, hardware equipment + support software = one-time sale. In the early years, the prices were also high. In these years, manufacturing and plagiarism have become more and more serious. Everyone is grabbing customers' resources to copy product features and reduce hardware costs. There is also a rather special is that the traditional industries, equipment and software procurement due to the relatively large amount of people who have the right to decide is to buy for those who do not have the right to decide. This means that there is a special phenomenon, that is, the leadership decided to buy, the business unit to use. But in fact the real person has no right to decide, the software and equipment so good they can only use to adapt. And 80% of the features are not often used. Another fatal thing is that in the second year, the renewal rate is only 40% and in the third year it is already 10%. So traditional corporate sales team to capture a customer, followed by the need to capture more customers. So on the product's user needs and user experience can not talk about it. Because the real users even have feedback on the product, there is no direct response to timely channels for feedback.

I have made a mistake, that is, after the integration of the company's products and equipment to make a simple community forum, a good guy, less than a month surge in traffic and active users, the first two months are all BS-ing, at this time the frustration is unimaginable, because the user asked a variety of problems in the past did not respond to the headquarters product center, or agents and vendors to "digest" the. There are even affiliate activists. Later, through some subsidies and operation strategies, a virtuous atmosphere of product communication and feedback was gradually formed in the community in the community, and the influence of products in the industry was also gradually enhanced. B2C Mall through the community to bring less than 1 year sales exceeded the volume of offline sellers and agents. It's just a phenomenon. Any situation it encounters has to endure. If the community is turned off at the beginning, then the company can not find a better model to drive growth. That is impossible to talk about transformation.

But if I cut down that 80% of the features our company's software users do not use, it's reasonable to save on research and development and maintenance costs for the company, including after-sales costs. If the product manager tangled in the true user is not that 80% of the features of this point, there must be a problem. Because you have to compete with your competitors, the customer must choose a wide range of functional products, to give simple products. It is my interest that I spend most of my money to buy it, but that's not my choice. So, this is a difficult choice. It is also a difference between software products from Internet products and traditional industries. Exclude custom products here.

Furthermore is the company product team, research and development team, marketing team has formed an inherent pattern to do products and sell products, and profitability. This time want to transition Internet model and platform products. Most people understand the Internet products first of all free, good guy, my cost so high, you play for free? There is a big problem of curing thinking, Internet products should not be free at the beginning, nor is the product free. This undoubtedly requires a great deal of change in thinking and courage. At this juncture, you do not change, the same industry changes, people are sent to rely on platform service charge model. You still rely on the hardware device to earn money mode can long?

This time for the responsible for the transformation of product managers need a strong influence and execution and pragmatism to assist in the completion of such a major event. So this time from the mentality to learn to slow down, do not do the same as the revolution with the company's product manager all to learn the Internet model. Big things, it is not good end. It's not a matter of saying that you're offended, but anything that changes takes a course. At this time pragmatic is very important, more try to think more to understand the homogeneity of all walks of life and the same sex needs. It's like you've been chopping your chopsticks with your right hand and suddenly a master tells you that eating out with your left hand and eating healthy. We have to chopsticks with the left hand flow. This is a blind spot. Internet product manager's inertial thinking is what function must be associated with the SNS and free services and membership system and recharge model associated with the product. On the traditional industries to do products, this is sick, get rid of.

Summed up the following points to share experiences; how to make the traditional industry products to a metamorphosis level model to adapt to future trends and market needs. The basic products made in these two years are of this type, so take out to share at one time.

1. Derive a new product line based on the company's existing industry and technology advantages. The new product line can be applied to the original business to reduce procurement costs and practicality for the purpose of seeking a breakthrough. There is also the use of the company accumulated technical advantages, derived from a product suitable for the needs of the public, everyone can afford, but because the cost can not be explosive growth.

2. To seek the homogenization needs of various industries facing the existing products of the Company, to centralize the homogenization needs as much as possible, and to quickly adapt to any industry through the related configuration and output.

3. The advantages of introducing Internet product design processes and iterations, which essentially change the user experience and quality of internal products, are essential in this regard. Internet product manager in this area to play the most advantage is the least risk. But it needs self-development of technical support is self-evident.

4. From the industry's ecological zone level to consider how to locate the company's own products in the market value, the existence of the industry shortcomings and technical shortcomings, the industry itself needs the integration of product needs. And then the design of such products came out to replace the integration of the industry's procurement volume and R & D costs.

5. From the customers who have purchased equipment from other industries to find the software platform compatible support mode, and now the customer's platform requirements have been applied to the business model level, relying on pure platform product advantages to seize this part of the market.

6. The product design level focuses on the standardization and scalability of functional module planning and scalability. Can be multi-modular, but do not need to do for each modular function, through the statistical system will be the customer behavior data collection and analysis of the product, and through operational strategies to change the product sales model, we provide the functional services And what content services can drive customers to make second payments and recurrent spending.

7. Increase the current popular Internet product elements, sharing plug-ins, WeChat operations, WeChat service train through such means to enrich the coordination of the product with the trend, these are temporary, can quickly get rid of and can quickly add new trends Product, and can not be a barrier to product development costs.

8. The priority of the demand: the basic functions of the user's actual business scenarios Demand priority is always higher than the requirements of the membership system, integral system, recharge module, SNS interactive community, it is very simple These needs look very Niubi, they are the products of Internet products And elements. You can plan, but do not put such a high priority. Otherwise, this product is not distracting is not like four. Can not solve any practical problems.

Above 7 summary, I think it is a more practical and practical strategy of product transformation strategy, in short, the traditional industry, product transformation and sales model is associated with the transition, the Internet is based on the rapid increase in the number of users through operational means to allow users for different business needs Product money. This model abruptly set in a traditional enterprise product model is doomed to success. It is imperative to look at the various strengths and operating strategies of Internet products from another thinking level, streamline them and analyze them in essence, and to combine them through the actual needs of their own products.

In essence, the traditional corporate products and Internet products exist to solve practical problems and needs. Therefore, it is necessary to know well in the transformation process what is the business objective of product planning and product transformation. In order to measure the direction of the product is the main axis. In addition, operating the enterprise-class product platform and operating a single Internet user platform inside itself has a lot of uncertainty.