The American startups that burst red but you didn't understand.

This article from the former Baidu map PM hand, and most of us feel the same, for the article mentioned in the three start-up enterprises--square,instagram,lyft Red, it is inconceivable. The former Baidu ER in the United States in the course of the journey to experience the services provided by these three companies, the conclusion is: to provide the ultimate user experience, or to successfully change the user's consumption habits, products have been widely concerned about is a matter of course. According to the results of the last vote, today, the United States found that they once did not understand the American startup--square, Instagram, Lyft of course, the following is only opinion, designed to provide a different perspective. In China to do the Internet product pm, there is always a focus on Silicon Valley of various new products. Research, discussion, and finally the next conclusion, this model can not be work in China, can be used for reference. And square is definitely a product that many people have researched, including myself. It is a small box ", plug into the merchant's smartphone, the merchant can let the customer use the credit card to pay." When we were investigating, why did the merchant choose Square's swipe card? So we think that the main core competitiveness of square is that the fees charged are lower than the normal card machine (or a few, remember) percentage points. Story scene switch to the United States, when we first arrived in the United States, my wallet put 200 dollars in cash and a credit card. Two weeks later, I had 20 dollars in cash and a credit card in my wallet. And that 20 American knife cash main role is-self-defense. American classmate told me that if someone on the road Rob, you obediently give him 20 yuan, and then walk away. Do not give too much, also can not give too little, 20 pieces is suitable. The story tells us: The American people do not have cash to go out at all! Whether it is to buy tea in the street, convenience store to buy a napkin, or subway station ticket, taxi to pay, everything is done by card. So I suddenly realized that my analysis of square did not catch the point at all. Square's most important thing is for businesses to "accept credit cards, which are an important qualitative change from the 0 to 1 process under such strong credit-card spending habits, followed by the handling of fees." The process of applying for a traditional swipe card is lengthy, troublesome, and expensive to install, and it takes only 2 minutes to get a square to submit the application on the website, a day or two small box to send quickly, and free! The most favorite square should be the large number of small family workshops "/independent workers-hair stylist, car mechanic, tailor, Artists ... Now they can accept credit card payments anytime, anywhere: Imagine when you feed pigeons in a square, see a painter next to a good painting, a pocket without cash-so the painter pulls out square, you are dashing the card holding the picture satisfied to go home. Happy。 The Second product is Instagram, a rapidly-burning global product. If you don't pay attention, you're embarrassed.Say that they are doing the Internet. However, when I tried for a while, the enthusiasm fell rapidly. In the heart secretly whispered, this product besides the filter is also any special good? So I watched Instagram continue to fire all over the world Unified Lake, and ten billion-dollar knife was bought, while ashamed to whisper really did not particularly understand its core competitiveness ah ... At that time in China, everyone in micro-blog and micro-letter on the hair is very high, because the point Zane Comment more people! I just can't figure out how good the filters are to get people to send photos to Instagram without going to Facebook. It turned out I was wrong. Because Facebook sucks at mobile. Facebook first gambled on the wrong web App, and it was a horrible experience. Even today's Facebook App, I still find it hard to use. Two mishap: The first is the picture-related experience. The process of sending a map more than Instagram many steps, upload speed, picture display is not how and often error. The second mishap is to add a new friend. Facebook app's add friend "design is entirely a PC scenario." Suppose you meet a friend today and you say we add Facebook--first, you have to enter his full name. I have a friend named Akracha Phraprasert. This is not particularly long. Second, you must have a common friend you can search out TA. If you know a new friend, I haven't figured out how to add it. My later solution was to leave a mailbox and look back at my Facebook page address and send it to TA for me. The contrast of the micro-letter shaking a sweep, is simply a weak burst. Not as good as Instagram search IDs. The failure of the big platform gives the mobile phone a good time window for a new sharing network. Because your experience can be good enough to allow users to choose to use your products to share. Then hurriedly began to snowball, reached unacknowledged math. The result: Although I now have three hundred or four hundred friends on Facebook, Instagram only 63 follower (later to use), but each time I send a map on both sides, Instagram received praise faster than FB much faster, the final number of praise on both sides almost. Hey, the speed and quantity of praise is not the reason you choose to micro-mail instead of micro-blogging? The third product is Lyft it is Uber's competitor. Icon is a small pink balloon, slogan is called your friend with a car. I didn't say we were cheap and quick to cover wide. The Recruitment driver website says we are a happy community. Xiaohe a picture of a man holding a pink beard (Lyft). It's not like a taxi application. Before we go to San Francisco., heard several friends recommend Lyft, said cheaper than Uber, and the driver more friendly and lively. I think the driver lively calculate what advantage, take a taxi application, cheap fast reliable good. The result one day in Silicon Valley this big countryside (is the destination and the destination far away, no car will shi meaning) helpless under the friend pulls to sit a Lyft. As soon as I got on the bus, I was shocked by the environment. The car was clean and tidy, and the seats were covered with pink plush cushions and cushions, with a huge pink plush beard in front of the window. Instantly in a good mood. The young driver sister said with ease, hey, you have a drink in front of your seat and see what you want to drink. Also, do you eat sugar? Say, handing over a large basket of sweets. I think, ah, this drink to collect money. So politely said, thank you, I brought water. But a chocolate bar. We started chatting with the driver's sister along the way as the cup was moving slowly (the traffic in Silicon Valley was so bad). I asked about the decorations and candies in these cars. What are the Lyft standard services? Or did you do it? She said that every car is different, we are all the ideas we think of. But we have a community where we can talk. The idea of giving candy is that I see people doing it in the community and I think it's good to do it. I also saw a man decorate his car like a star! That's so cool! After chatting happily, I learned that she lives in a nearby town/city, is a personal assistant of VC, the family drives the high bicycle shop (the main customer is nothing like riding the Italian bicycles everywhere sloshing VC), When it's all right, take a Lyft job and drive and chat to make some money, or Lyft's community to talk to other driver. It ' s fun! She said. I understand what is called happy driver and your friend with a car. We pay tribute to the company, which allows employees to work happily and happily to help and improve themselves and to provide happy service. The three stories are finished. So, without understanding user habits (Square), competition patterns (Instagram) and product real experience (Lyft), it is easy to make false assumptions and conclusions. No wonder so many giants have fallen in the Chinese market. And the Chinese companies to go out on that day, will also encounter the same problem?