The secret behind the Internet user experience is that there is competition for a better user experience.

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It is often heard that consumers are getting smarter and more picky; Price attraction seems to be no longer effective, and sometimes they may even find that they spend more money to consume other products. A net-shopping friend chatting with a spade in the face said that she is now more and more like shopping in the sky cat, compared to Taobao market, she felt more secure, logistics and after-sales service better, even if she needs to pay than Taobao market a little higher price. In fact, not only online shopping, the reality we will have similar experience, we are not only the pursuit of cheaper prices but higher quality or service. And some enterprises are not in the competition to stay in the price war, but more to give consumers more than the usual services, such as some restaurants free of charge for queuing customers to provide manicure, foot bath, thrush, fruit, games and other services, in fact, it may not taste better than other home. But this is why, some "value" services to make consumers feel more and more like God.

▍ a better user experience with competition

If there is no competition, I am afraid there is no quality user experience. The user experience can be understood as the feeling of the entire process from the time the user obtains the product or service information, until the purchase completes and enjoys the after-sale service. This user experience I understand to include the product service use function experience, the purchase process experience, the After-sale experience three aspects. With the Internet under the rapid development of e-commerce so that users can buy through the network to the whole country and even the world's products, breaking the past restrictions on geographical consumption. For example, we used to buy a fan may be in the town, or downtown, even if a little farther is the surrounding city. And we buy across the city to pay a considerable cost of travel costs, but when our choice is not so rich in our experience is only a functional product or price can, or a little bit better attitude. Sometimes it is possible to endure a bad attitude for the sake of cheap price. But now we can be in Jingdong, Taobao, a shop and other platforms on the platform of thousands of sellers to buy, and price services at a glance, can also be on the return of the replacement. Especially in the performance of products without special requirements, the service experience has undoubtedly become a very important chip. At the same time the business in order to win the competition needs to do everything to improve the user experience, so that users feel cool. So we will see 7 days of no reason to return, 30 days, 2-3 hours of lightning service selling points such as the arrival of the sale. The internet has sharpened competition walls and borders, speeding up the difficulty of competition, and the user experience has improved.

▍ users are not loyal to the brand and more of their own experience

There is a saying that I agree, the Internet is redefining the brand, the brand will no longer be like religious people fascinated and worshipped, consumers more attention to their experience and feelings. We all know that the Internet is becoming central, everyone can form their own center, and increasingly show their individuality, consumers will pay more attention to their own products, focus on product services, rather than the brand itself. Once again the great brand if can not improve the user's experience and satisfaction it will die, Nokia, Kodak is a profound example. It is difficult for us to use advertising, public relations to educate consumers, they are more willing to believe that their eyes and ears true feelings, people around the Word-of-mouth. The brand's future may be a logo or a name code, and your consumer may like your product, or he is only a certain stage of your users, such as Apple fans can become Samsung fans, three months later he may be back to consumption of apple. The final state is that your brand will be the first three places to buy this product, not the only one. The brand dividend of the internet era is disappearing and may be replaced by experience economy, fan economic era.

▍ user experience is the product of enterprise competition, consumer welfare

Without competition, consumers may not have a good experience. Just like some monopolistic industries in our industrial age, you will find it difficult to have a good user experience, or to promote rather slowly, despite numerous complaints from consumers. Why, in addition to the monopoly of the state of mind, they are more aware of the need to improve the user experience is required cost, such as the three-day easy to send this service is higher than the next day delivery requirements, and then high cost, which means that enterprises need to invest more. If the enterprise can make money easily in the original service, then they will not devote effort and effort to promote the user experience and retain the users. But once there is competition, things are different. Competitors may find differentiated competitive breakthroughs in other segments of the user experience. In short, you can not attract all users, it is impossible to create an absolute perfect experience, but you may be in some aspects of the same as competitors, and some links to better than competing products, otherwise the future enterprises will be difficult to survive in the competition.

▍ user Experience control and promotion

User experience is often a subjective feeling, this feeling in addition to the substantive products and services themselves objective impact, to a large extent, but also by subjective factors, his actual experience and expectations of his heart determines his final experience. So enterprises to improve the user experience, on the one hand need to reasonably control his expectations, the higher the expectation of the user experience will be reduced, on the other hand to improve his actual experience, such as the quality of the product itself, shopping process experience (Oto is also a kind of experience), after-sales service, including through gifts Discounts, etc. create unexpected surprises to enhance the experience. Therefore, in order to enhance the competitiveness of enterprises through the user experience, there are many channels to increase the actual experience value, not just the product itself.

The user experience also has a very critical point, the experience for your target users. This target user mainly refers to the normal purchase of enterprise products or service capabilities of users, those who through the occasional ultra-low discount to enjoy your product is not necessarily, his user experience is not worth too much reference. Only those who have the power of consumption will be in the quality and experience of the demand and real pay, and the more they have the power to pay more attention to experience, rather than price factors entangled, such users are long-term users. What is the secret of user experience in the Internet age, when consumers have a very diverse choice, the cost of their loss is very low, and the price, product function itself will no longer become the most important temptation factor. In the future, the majority of enterprises rely on products and technology to form competitiveness is difficult to become a lasting competitiveness, and the user experience is to truly meet the future user personalized needs of the core competitiveness, and never-ending.

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