What other untapped social needs are there?

Abstract: Condensed point of view mobile internet entrepreneurs should not ignore the group is 90, after the crowd in the network environment of opinion expression, showing its unique characteristics. If your entrepreneurial program is located in a new project, we can provide a common version of the business plan

Condensed point of view

Mobile Internet entrepreneurs should not ignore the group is 90, after the group in the network environment of opinion expression, showing its unique characteristics. If your entrepreneurial program is located in a new project, we can provide a generic version of the business plan.

The 140 million-nation population has apparently become the most active group on the third screen of mobile phones. On the mobile side, the competition around mobile apps never stops, with micro-letter-represented acquaintances socializing, anonymous socializing represented anonymously, geographically based dating communities, Zank, gay social ... As long as you think of it, it's almost been carved up by these highly active apps, is it the end of the imagination that satisfies the social needs of users? Titanium Media editors are trying to explore a topic based on research: what are the possible needs of the population for mobile socializing?

"The Demand keyword: screening"

First, in essence, social is the connection. And the connection is to solve the distance, but the same person and a distance, and b distance is often not equal distance, the current social relationship, in addition to the most often connected with the few people may be all weak connections. Then we need to be able to maintain the existing relationship, but also to get information about the people around, because of the fast pace of modern urban life, so the key point is that there is no need to contact every day. In addition, take the micro-trust friend Circle as an example, now filled with a lot of trading, soul chicken soup, this information we do not want to see, and even disgust, but the person who sent this update happens to be friends, on the one hand can not pull into the blacklist, on the other hand, the message is sometimes very dry, full of fun, But if you block it, you can't see any updates from the other person.

Therefore, from the user's point of view, we will naturally think of a way to block what they do not like, only to see what they are interested in?

So we can give a basic judgment: the next key to social needs is two words: filter. That is to say, all the friends in the circle, their interest in the content of the aggregation together, the idea is good, not only in the population, but also the needs of most people, then how to achieve? Only sensitive words shielding, you need strong content analysis ability, or can directly use large data to monitor the usual reading habits and preferences? Demand here, there are bottlenecks, it is difficult to break through, the current large data is only speculation concept. The above shows that even if the current social products to meet people's social needs, at a certain stage, or will find new needs, which is good at discovering, sensitive psychology.

"The mobile social characteristics of the"

Survey FORM: survey/Unfamiliar interview

Research scope: In reading, serving two segments of the population

As the most representative of the current, the society has given them too many tags: treason, alternative, self ... But when it comes to social products, it has to be said that it is the most intimate generation of mobile internet connections.

According to statistics, China's "after" about 140 million, accounting for about 11.7% of the total population, and in personal Internet equipment, the user is usually used by the device is mobile phone, accounted for nearly 40%. To this end, the Titanium media reporter in a week, interviewed 17 students in the school, and 13 in the working population (again noted that the survey is targeted at the two groups of small batches of field survey).

Titanium Media to the sample group visit, in the 90 after the crowd in the phenomenon of observation, hope to have a certain representativeness. After investigation and later analysis, the Titanium media team summed up the several characteristics of the population in mobile life:

One, less patience, like the quick elimination of products, happy to online shopping

Second, the opposite authority, more self

Third, like to try new things, but also easy to be encouraged

Iv. heavy reliance on social media

Pay attention to simple sharing, initiative and creativity is not strong

In the course of the investigation, one of the respondents was impressed by the titanium media. He said to the titanium media: "As a, such as I, or even around the roommate, friends, find an internship or find a job more pay attention to whether the interest is happy, rather than very concerned about the wages, like to bask in everything they feel powerful things to meet the identity, a kind of show off mentality. ”

But the interviewee in in-depth interview at the same time frankly, sometimes see a friend of all kinds of sunshine happiness, will bring to their own life status dissatisfaction, because the mind is very sensitive, will feel very contradictory, even confused, do not know what they want.

If said 70, the growth is with the rapid development of the Internet with the pace, then today the Internet is highly developed era, it created a special group.

"The current pattern and characteristics of the domestic social product market"

With the micro-letter as the representative of the acquaintance of social networking, anonymous social representation, based on the location of the Mo, and even the recent hot short video social beauty film-these applications can eventually be popular, the root cause is: User sharing and curiosity of the essential needs and desires.

Facebook, the originator of social applications, was the first to discover the strong social needs of internet users.

Of course, the light to seize the user's psychology is only a beginning, from Twitter to Instagram, the product itself are fresh, interesting, useful, fun, and other characteristics, can effectively maintain the high strength of the user stickiness, prompting users to interact, share, and obtain a large number of UGC content.

Mainstream social products aside, social products based on interest maps are already numerous. Each social product gathers the unique crowd, forms a small circle, each person according to own interest, the subconscious pastes the label for oneself, chooses conforms to own individuality the circle, then in the circle exchanges, shares.

If we go back to the history of mobile Internet, today's online community, which is just the transformation of the offline social circle, is "in common" to maintain the relationship. But as we use more and more social products, it's hard for users to get bored. Social product homogeneity is too serious now, the acquaintance social intercourse seems to have no new idea and newly play. It is also the reason why private socializing, which is full of curiosity and excitement, is on fire.

"Business Plan" for the product

Target market (crowd):

Crowd characteristics: Social product heavy user, ego, lack of patience and persistence

Product concept (functional features):

1, on the basis of meeting social needs, products can filter and filter personal favorite information

2, with the opening of micro-letters and some social products to add more features, you can see that social products are almost a long time to divide, long time the trend of development, there may be a simple, closed product replacement micro-letter might be.

3, the function of the best is to enable users to reduce the reliance on mobile phones and social products

4, is a group of distracted attention Group, but have their own dreams, immersed in self-expression of their friends said the dream fear will be ridiculed, this needs a place (community), can let them boldly speak their dreams. If this product can provide users with a dream to achieve the plan, or even progress tracking, so that users open every day to see their progress, will have a sense of self achievement.

Market Size: 140 million group (the rising 00 can also be included)

Competition Pattern: Social products to meet the needs of users, market saturation, to change user habits is difficult, excluding several mainstream social products, even the innovative social products to the market progress is very slow, but this market pattern, but also allows us to better understand the product, integration of resources.

Market timing: The chaos of social products, many of the so-called hard demand has been fired by marketers, can not afford the test of the market and time, forcing people to need a simple, fun, fun products to replace the current social mode.

"Findings"

Disruptive innovation will be the biggest competitive advantage on competitive advantage and the necessary conditions for product success. In marketing, Luo is really a reference example, he himself is a know how to create a topic, attract media and audience attention, he is very understanding of what users think, good at trying to figure out the public mentality. And in the mobile phone market saturation, it is difficult to break through the market situation, his propaganda point lies in feelings and perseverance, not for winning and losing, only for serious, his propaganda is no longer a product, but highlights a feeling. Entrepreneurial difficult, Yeh more difficult already is again familiar with the topic, the so-called "the remainder of the King" said is able to adhere to the entrepreneurial road team.

In fact, in the course of the investigation Titanium Media team found that many people do not know what they are not satisfied with what needs, and even said that if there is a product can tell me every morning what to wear clothes, buy things to choose which one, it is too good. This is also revealing the current many of the "choice of fear disease."

This group, with great market potential, who first put the social model of a thorough, who will occupy the market heights, but for the entrepreneurial team, the first thing to do is for a more subdivision of the group, through fine data and investigation, to get the most simple feasible products (MVP), on this basis to expand, Deep optimization to derive the best solution.