What do we learn about the product details of the handle?

Sina News, handle net to IPO, plan to raise 100 million dollars. I have been paying attention to group buying for nearly 2 years, and even http://www.aliyun.com/zixun/aggregation/7813.html ">" has not been introduced to China, I have experienced group buying service on Groupon.

Always feel that group buying site is to rely on innovative business model to win, not the product to win. However, it is undeniable that the products in any Internet projects, have a pivotal significance. Any veteran of the internet will not be complacent about the product, of course Wu is a veteran veteran.

1. What is the most important product?

The answer is only one, the user needs the most important.

In fact, product work is to design the user needs and love the form of "Web page." It's not necessarily what the boss wants, it's not necessarily what an expert wants. Who is using the product, who is the target user group, then they are the only factor to consider, respect your users, you will receive a hundredfold return.

2. Why is the original price and discount not emergent?

Early purchase, discounts are often placed in the most obvious position to attract consumers. My impression is that when the handle is just on line, it's like saying, "Look, how cheap, what are you hesitating about?" ”

At that time, because the group buying mode in the emerging period, this trick is really useful, but also to the site to create a good performance. And with the increase in competition, unauthorized tampering with the original price phenomenon frequency, resulting in discount factors can no longer as effective as before to stimulate the user's nerves.

Obviously, as consumers are smarter, discounts are no more persuasive than they are, and why do they have to be in the most obvious places when users don't need or are not needed? Instead of narrowing it down as a general parameter, then take some effort to study what the user really needs.

3. Evolving consumer groups, bringing the necessary product changes

There is a theory in economics: in a group, consumption behavior has obvious irrational and herding effects, but it is also evolving. User needs are constantly changing, and will gradually emerge from irrational and herd effects, becoming more rational and more intelligent.

It said that, since consumers are not particularly concerned about the discount parameter, think it is not so reliable, then they will eventually care about what?

Human nature has a tendency to benefit and self-protection, which will allow consumers to pay more attention to real income. Therefore, on the handle net purchase, the actual payment price and location of two parameters will be highlighted. Because the local O2O consumption, the biggest cost of the user is money and time, money is very good understanding, is the user for an income to pay the material cost. And time cost refers to the consumption of the shop to spend the time on the road, if a Beijing people, will not be able to make a hair cheap 200 yuan, and run to Tianjin?

Therefore, through the test of time, these two factors become the business decision-making indicators, once the study of what users are most concerned about, and then use a reasonable product form, which is the product designer and product manager should do things.

4. What does the buyer say?

The purchase number is very important, is prominent, once again confirms the herd effect this consumption behavior law. Also a strange place, the same two did not go to the restaurant, a packed, another Ling qingqing, I would like to ask which one would you choose? The answer is clear.

It's the effect of buying people who want to see what others do before they try something new.

But please note that although the purchase number is a good reference indicator, but it can not be a decision indicator, because smart consumers know that this can be faked, and buy the purchase period and consumption period is jet lag, so the number of buyers is only on behalf of those who have paid the price of this group purchase products subjective support, It's the equivalent of "I'm interested" in social networking sites, not an objective word of mouth.

If I were the product manager of the group buying site, I might consider tracking the entire consumption process of group buying. If half a year later, the merchant will also launch a group purchase, we would add an impression next to the parameters, record the last purchase activities, the various performance of the business, including: How many people buy, how many people spend, how many people are not satisfied with the final refund and so on.