The transformation of traditional industry products

Abstract: Engaged in product managers over the years, large to the main responsible for the three Mao recruitment software platform and the United States Saida B2c/app Mall product planning, demand analysis and product design. Small to mobile end of the industry's app product planning and operations, and some operating platform service-oriented products

Engaged in product managers over the years, large to the main responsible for the three Mao recruitment software platform and the United States Saida B2c/app Mall product planning, demand analysis and product design. Small to mobile end of the various industries of the app product planning and operation, and some operating platform service-oriented products. In the past few years, most of the Internet products have done most, these years to challenge a number of traditional industries in the transformation of Internet service-oriented products design, these experiences and hardships is to their professional experience and challenge the ability to upgrade again. Today's summary of the current popular traditional enterprises and the transformation of traditional products platform models of Internet products.

In fact, no matter what scale level of products, there are only two ways to derive platform-level products.

1. A simple version of a product that is a single, implicit level of user demand (where users are unaware of the need to be able to make the user excited and surprised) is a breakthrough point, focusing all operations and research and development, including product human resources, on this product. For example: micro-letter such a product, in the initial version of the excavation to the people have never thought of the need when Rejunmi chat is the fiery increase in the number of users, Lei has openly expressed concern whether Tencent will catch up, but not long, Tencent's micro-letter to the line. Lei also had to shift the focus of the product of millet, product play but you play my rice noodle chat operation, to form product differentiation, in order to rice chat user volume steady growth. Micro-letter before the release, Tencent's core products are QQ, after years of operation has accumulated and improve the entertainment industry platform model and resources, based on this huge user platform users, a short period of time to import huge traffic to the child products for verification is a great advantage. But have to say that the micro-letter products only Tencent can be powerful. I think we all know why.

2. Simply said that the product to the point to face the single product snowball growth model to the platform-level products. Micro-letter first find the starting point, relying on the operating resources behind the support of the formation of its own platform model. There are games in the platform, micro-mall, micro-community, I have to bank cards, lottery tickets, and so on business. It is important to note that these business products are not done at once, but rather have some relevance and advantage to the iterative and mining business models and platforms. After many years, what kind of product will bring impetus and support for micro-letter such a powerful platform product?

OK, the above is the Internet Model Platform product evolution process, this product design and operation of the way of thinking everyone is familiar with, in addition to the early years of the Internet some boss ego expansion stage to the final introspection to do less is long process, now basically no one enterprise original product function to do with the same as the Xinhua dictionary everything has. But if a purely multi-year Internet Product manager is transferred to an enterprise with traditional manufacturing and industry software and office platforms. The above model is difficult to go through, and it is easy to make habitual mistakes in thinking. This year seems to talk about the most is the traditional enterprise how to transform the user Internet thinking to do products, as if not transformed tomorrow will die. This kind of anxious mentality is very irrational, the Internet product thinking is not a treasure box, a product transformation of its obstacles and risks are already very large, if an enterprise hastily transformation can not take into account the original sales and product model, but also what kind of pain it.

Traditional enterprise products are nothing more than two forms of composition, hardware equipment + support software = One-time trading. The price of the early years is also very expensive, these years manufacturing and plagiarism is increasingly serious, we are robbing customer resources to copy product features and reduce hardware costs. There is also a more special thing is that the traditional industry equipment and software procurement because of the large amount, the decision of the person who is not the right to buy. In other words, there is a special phenomenon, that is, the leader decided to buy, the business unit to use. But in fact, the real use of the people do not have the right to decide, the software and equipment is good to use they can only adapt. and 80% functions are not used frequently. Another fatal thing is that the second year's renewal rate is only 40%, the third year can be 10% is already very important. So the traditional company's sales team to conquer a customer, followed by the need to conquer more customers. So there's no way to talk about the user needs and user experience of the product. Because the real users even have problems with the product feedback, there is no direct response to timely feedback channels.

I have made a mistake, that is, the company sold the product equipment and membership system after the integration of a simple community forum, the boy, less than one months of traffic and active user explosion, the first 2 months are all criticisms, this time the frustration is unimaginable, Because the user raised a variety of problems in the past did not respond to the Headquarters product center, or agents and distributors to "digest" the. There are even members of the Organization to defend rights. Later, through a number of subsidies and operational strategies in the community slowly in the community formed a benign product communication and feedback atmosphere, products in the industry's influence is increasing. Through the community brought to the business mall sales less than 1 years than the line under the number of vendors and agents. This is just a phenomenon, it can withstand any situation, if the community shut down in the beginning, then the company can not find a better model to pull growth. There is no talking about metamorphosis.

But if I cut down the 80% features that the company's software actually does not need, it would, in a reasonable sense, save the company's development and maintenance costs, including after-sale costs. If the product manager is obsessed with the point where the real user is not using the 80% feature, there is definitely a problem. Because you have to compete with your competitors when bidding, the customer must choose a wide range of functional products, give up simple products. I spend money to buy the most functions is my rights, use it is my choice. So, this is a difficult choice. It is also the difference between Internet products and software products in traditional industries. This excludes custom products.

In addition, the company's 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 transform the Internet model and platform products. Most people's understanding of Internet products is free first, good boy, I cost so high, you play free? Here is a very large curing thinking misunderstanding, Internet products should not have just started is free, also not so products are free. This undoubtedly requires a great change of mind and courage. At this juncture, you do not change, the same industry changes, people send equipment on the platform to charge a service fee model. Do you still have a long way to earn money from hardware?

At this time, the product manager in charge of transformation needs a strong influence and execution and practical spirit to assist in the completion of such a major event. So at this time from the mentality to learn to slow down, do not make the same as the revolution to launch a company-wide product managers to learn the Internet model. It's a big deal, it's a bad ending. It's not that you offend anyone, but that everything changes requires a process. It's important to be practical and try to think more about the homogenization of products and the same-sex needs. Just like you have been using the right hand to clip chopsticks, suddenly came a master told you, outside with the left hand to eat, and eat healthy. We must follow the crowd and use the left hand to clip chopsticks. This is a blind spot. The inertia of the Internet Product Manager is what functions have to do with SNS Association and free service and membership system and recharge payment mode. In the traditional industry to do products, it is sick, have to cure.

summed up the following experience to share, how to the traditional industry products to achieve a transformation level model to adapt to future trends and market needs. These two years are basically the product of this type, so a one-time to share.

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 enterprise to reduce procurement costs and practical convenience for the purpose of seeking breakthroughs. There is the use of the company's accumulated technical advantages, derived a suitable for the needs of the general public products, everyone can afford, but because the cost can not explode-type growth.

2. To seek the company's existing products for the homogenization of all walks of life needs, as far as possible the homogenization of the demand for product centralization, through the relevant configuration and output can quickly adapt to any industry.

3. The introduction of the Internet product design process and iterative advantages, in essence it is to change the internal product user experience and quality, in this respect, it is necessary. The advantage of Internet product managers in this regard is the least risky. But it is self-evident that it needs the support of technology research and development.

4. From the industry's ecological area to consider how to locate the company's own products in the market value of the existing product short board and Technical Short board, the industry itself needs to integrate the product needs. Then the product is designed to replace the integration industry procurement and research and development costs.

5. From customers who have purchased other industry equipment to find the compatible support mode of the software platform, now the customer's platform demand has been developed to the business model application level, relying on the simple platform product superiority to occupy this part of the market.

6. Product design level focus on functional module planning standardization and scalability, and upgradeable. Can be more modular, but does not require every modular function to do anything, through the statistical system to collect and analyze the behavior data of the customer using the product, and through the operation strategy to transform the product sales model, we provide the functional service and content service which can drive the customer to make two times payment and regular consumption.

7. To increase the current popular Internet product elements, sharing plug-ins, micro-credit operations, micro-service number through train such tools to enrich the product with the trend of coordination, these are temporary, can quickly kill and can quickly add new trend products, and cannot become a barrier to the cost of product development.

8. Priority of the needs: the user's actual business scene basic functional requirements priority is always higher than the membership system, integration System, recharge modules, SNS interactive community needs, very simple these requirements look very good, they are the product of Internet products and elements. Can be planned, but do not put the priority level so high. Otherwise, this product is not a distraction is sibuxiang. Can't solve any real problem.

The above 7 summary, I think is a more practical and feasible product transformation strategy method, in a word, the traditional industry transformation and Sales Model transformation is related, Internet products are relying on the increase in user volume by means of operation to enable users to pay for different business needs products. This pattern abruptly set in a traditional enterprise product model is doomed to success. Looking at the various advantages and operational strategies of Internet products from another perspective, it is necessary to combine them to simplify and analyze the essence of the products.

From the product goal in essence, the traditional enterprise products and Internet products are to solve the actual problems and needs of the existence, so the transformation process needs to be aware of product planning and product transformation business objectives. To measure the direction of the product is the spindle. Furthermore, operating an enterprise-class product platform and operating the Internet as a single user platform has a lot of uncertainty in itself.