When you need to explain to the user, you're going to lose.

Last night we went to a invested enterprise to do strategic planning, around the current rapid growth of enterprises are still missing what this problem, discussed for two hours. Finally found that this is a lot of enterprises will encounter problems: in an industry, there are several benchmarking enterprises, how to choose strategy?

My products and services are better than theirs!

Such enterprises generally feel that the market space is very large, at present several enterprises do not good enough, they can provide better products or services. So we want to get the market through better products and higher quality service. For example, when the Thousand-group war, many entrepreneurs think they can meet the group, such as to provide more favorable products, better service. Not to mention some entrepreneurs want to kill Taobao, kill Tencent. These entrepreneurial projects are few winners, even if they do not die, they will do it.

The previous "Block B 12" wrote an article, "A will function of the bone withered", which entrepreneurs, is such a typical case. The entrepreneur has been trying to make Mushroom street last year, and he thinks his editorial team is better than Mushroom Street, offering better content. Later the data proved that the project failed, and then the entrepreneur wanted to make the petal pattern, and the final result was as described in the article. From contact with this entrepreneur, I have been asking, you and Mushroom street, petal nets what is different. The entrepreneur's answer is only two: one is my product, content is better than theirs, two is this market so big, why not more I a project?

The first half of this year also saw a lot of TV box products. The development of the Millet box, the video box and the wide market attract many entrepreneurs. But none of this is out of the question: What's the difference between you and them? These projects are not progressing well.

Why would I not succeed?

Often asked this question, it is often difficult to use one or two sentences to be clear. Try to read through some of the ideas we discussed yesterday.

First, success is not replicable. The story behind many success stories you don't know or think about. In the "Eternal Advertising machine Fantasy" article, we have detailed, entrepreneurial projects also need climate, geography, people and.

Second, that's what I'm going to say today: You've lost half the game. Why do you say this: because whether it is to consumers, or investors talk about your products, you are to take the opponent's products in speaking, speak of other people's shortcomings, speak their own advantages. You already have an implicit recognition of your opponent's position and advertise your opponents. More importantly, when you need to explain to the user, you have decided that you are going to lose. Especially in the "all industries are media industry" era, the need to explain the product how to allow users to spread, your products provide the information is precisely the opponent's first position, how can you use one's own force to revise the perception of the user? The advantages of a product or service are not what you can define, but how consumers perceive your products and services, Now that someone else is stuck, it's too hard to fix it.

These products generally only emphasize that their products are better than others, such as the operation of less than the opponent one step, the page is better than the opponent design, faster than the opponent a few percentage points. Some will emphasize that the service is better than the opponent, for example, this afternoon the docking of an entrepreneurial project to address their own customer complaints faster. To hear this, many investors will ask a question: Are these users concerned?

This is far from enough. Because there is no innovation in this differentiation, no memory points. And these advantages are descriptive, unable to quantify, require the user to come in to experience. Many users will not endorse these advantages, as I said to a friend the other day, I do not believe that you do a speech recognition function than the hkust flying, more than Google B. Don't talk to me about the little details.

Of course, there are a number of products related to product prices, the return point of the site, will say that their products cheaper, more return points. In the premise of no obvious cost control, price war alone is not the core competitiveness. There is no need to explain that much.

These analyses are for the mature market, or the competitor has already received the market, the capital approval situation, you need to kill them or occupy their share. There are entrepreneurs to say that my product has been recognized by the market, sales in the rise to prove that their products are good. Just give me more money to do promotion, can catch up with them. This is not workable: again good products have not recognized, and then poor products have users. Like 360 search is very clear that they can not do Baidu, he achieved 15% of the market share is already the limit, their products are not revolutionary differences.

Jump out of the question and see.

So in the relatively mature market, there is no chance? Surely, the key is whether you can jump out of the problem to see the problem. Before the mobile phone in millet, most people dare not think how to seize the Samsung, Apple market. In 360 before entering the security software, we dare not think how to fight with the rising.

When the overall level of the product in the same order of magnitude, there can be no greater differentiation, do not emphasize their own product advantages. To use different thinking into, think about the user's pain point at that point? For example: Some of the features why not free, some of the costs can not be borne by the user, why not in a more detailed area to do more, why not choose a different target users, why not choose a new channel of communication, Why can't the process change? function improvement, product innovation is innovation, business model change, channel change, communication mode change is also innovation, when the product has been homogeneous, more need to cross-border and mix ability.

In a word, why do they have to follow their path? specifically how to do, I can not give the standard answer, listed a number of cases for your reference.

The fire is not Tesla: The simple thing is that the target user has changed, but the deep level is the strategic change. When the product positioning high-end, it will not be too worried about costs, the pursuit of a more excellent product experience, cooler features.

360: This story is known for free.

Millet mobile Phone: In the millet before buying mobile phones are not very clear configuration, millet selling computers to sell mobile phones. Coupled with the marketing of hunger, the 10 billion dollar valuation is not white.

51 Credit card Butler: There are many apps that manage credit card bills before, but they all have to be typed in. 51 is it convenient for a credit card housekeeper to drag directly from your email? Millions of users prove their value.

Pole route: A product that lets tplink begin to be nervous, set up a router why can't be simpler, the router should be cooler.

Love map Shopping: To do a mushroom street, beautiful said the difficulty is very big, why should the same? Love to buy high-end users, the introduction of brand-specific shopping guide website. Millions of of the users, the major brands of support also proved its value.

The case is very casual, well-known, unknown have raised some, individual friends don't think too much. The last "mobile internet business Logic," a text in the online flow is very wide, actually have a friend said the case of the article are we cast. Alas, I also very much want to be we cast.