The Internet era should give users "ownership and Love"

With the improvement of infrastructure, the prosperity of upper application and the changing society, the global mobile internet has been dominating for many years. Gossip, people's talk is to pull on the Internet three words proud, this seems to become a fashion. It seems that no matter what to say, do or think, with the Internet, it will appear tall.

However, few people see the reality, do products, provide services, regardless of the form, user demand is always the starting point of all actions. Do a good job in the user's belly worm, combined with the current era of tool capacity level, has been half successful. For user needs, we have begun to distinguish between user's superficial needs and intrinsic needs (such as buying cars and showing off), and the subtle relationship between means and purpose in the process of achieving demand (such as drilling and thirst), however, because of the individual diversity of the user's needs on the surface, Time variability and cultural dependence, the numerous changes it shows are often easily lost. If we can cobwebs, pertinent, and grasp the intrinsic human nature and motivation from a deeper level, it may be easier to touch the nature of the user's needs. The key to innovation, in fact, is to understand human nature.

In the 40 's, Maslow, the American psychologist, put forward the famous theory of basic demand hierarchy, and elaborated it in the book "Motivation and Personality" later published. He summed up the basic needs of people into five levels: physical needs, security needs, ownership and love needs, respect for demand, self-realization of the needs. These different levels of demand are subordinate to different categories (physiological category, psychological category, social category), they depend on each other, step by step, at the same time have a holistic, unified role in an independent human body. Moreover, compared with the rapid evolution of the external society, the internal structure and mechanism of the small universe within the human inner dimension have remained fairly stable. In other words, from ancient to modern times, although the changes in human society can be described as changing and changing, but on the basis of human psychological cognition and behavioral motivation, we are not much different from the ancient ancestors of thousands of years ago.

Maslow's theory model of demand hierarchy

Maslow's basic hierarchy of needs can be used to explore the essential needs of users, because these basic needs have been to the people in the daily life of various intentions, ideas after layers of the root of the appearance of something similar to the instinct, like a normalized treatment, in addition to the personalized, regionalization, After the time of the disturbance factor, the user wants the essential demand, already clearly visible. After experiencing from handicraft to machine production, and to the advent of the internet age, people have lived in a world where the product is abundant, the organization is fine, the process is well-defined, and the system is stable and authoritative. The physical and security needs of human beings are not a problem: people usually have a job to make a living, income can pay for everyday necessities, people can find their own love, and then build a stable family, and people will join different system organizations and make friends. All of this has rammed the basic demand hierarchy model at the bottom of this pyramid: physiological needs and security needs. In this context, the advent of the Internet era, so that more people, from a higher level to obtain the satisfaction of life, to obtain the liberation of their own personality created conditions and opportunities.

The essence of Internet is connection, there is no inferior connection. It connects buyers and sellers, connects the stars with the fans, connects men and women, connects friends and relatives, connects like-minded small partners, and connects childhood friends. It can be said that the Internet is the largest intermediary of this era, its existence, so that the connection becomes very easy, which is precisely for human from the basic needs of the point of view to obtain a higher level of satisfaction provides a material basis. In other words, people can find the place and love more easily through the Internet, under the precondition of full and safe and stable, so as to gain more respect and climb the peak of the pyramid of Self-Realization. Therefore, in the connecting position of the third layer of "ownership and love" needs, it is our internet age should pay special attention to and consider the needs of users. This demand, in the long years before the advent of the Internet, was repressed, imprisoned, and even strangled.

People in the past, to obtain "belonging and love" satisfaction, often only from his daily activities in the narrow geographical area, rely on entering the current community recognized by the mainstream system to obtain, such as the educational academic system, bureaucratic system, marriage and family system. He must obey the strict hierarchy, must abide by the established rules, and must adapt to the rigid system structure. Whether or not he really is in the heart of identity or love, he can only do so, and there is no other choice. Therefore, only the mainstream of "ownership and love" will be satisfied, and many small, alternative, but the real existence of "ownership and love" needs are consciously or unconsciously ignored.

The popularity and popularization of the Internet really let this demand to be released, it for people to find "belonging and love" swept away many obstacles, but also let the basic needs of people naturally show that it itself should be flattened and long tail characteristics. Flattening refers to the user as a nameless individual, can also be more easily direct to the core of organizational ownership, there is no strict hierarchy to restrict, more equal between people; long tail refers to any small group of users is also easy to gather, forming organizations, and then a handful of people can enjoy their own pleasure, more freedom between people. Seize these two characteristics, based on the product or service for the user "ownership and love" to find outlets and channels for catharsis, then even the traditional things will become modern, so that the sympathetic users quickly gather and produce effects.

So, we will continue to be around to find some of these product examples: even if it is fundamentally to meet the basic needs of food and clothing, safety and health, but also can support or take into account social and interactive, so that users can find the organization belonging to the feeling of love and love, even to gain fame and respect, It is easier for users to accept. The reason is simple: it meets the basic needs of the user at more levels. Because of this, the internet era of product marketing also presents a "Shini" characteristics: Do not emphasize the basic use of products, and focus on its additional attributes, which is now fashionable "sell what not to yell what" strategy, or "internet thinking." For example, selling pancakes does not say how delicious the taste of their own things, instead of shouting how to "think About life", selling flowers do not say that their own flower materials, the appearance of how beautiful, but in a yell "love the only", not to say that the soda drink drink, but the bottle is playing a nickname of the trick; Since the media scholars do not say how knowledgeable they are, instead of encouraging a group of small partners to try a variety of unrelated to the dream of reading. These seemingly unreasonable things, in fact, reflects the Internet era on the needs of users at a higher level of concern. These examples are based on satisfying the user's underlying needs, allowing users to find ownership and love, further expanding the hierarchy in the basic demand pyramid, and making products more attractive.

Throughout antiquity, people have been pursuing happiness. The so-called happiness, is their own needs are met. It is no longer important to eat what is in the present age, the important thing is how to eat, who to eat with, what is no longer important, what is important is whether it matches your personality, whether you can show your group attributes, and where you drift is not important, it is whether you have love and concern in your heart, And how you express and accept these love and care in the way you do, and your concern for your family is no longer just money or shopping, but more companionship and sharing that makes them feel like you. Therefore, think of your products and services, whether it can bring users a greater degree of satisfaction, whether it can make users feel happy? Try to start with "belonging and Love".