Why Internet product failure so much

As we all know, the success rate of Internet new products is very very low. Unsuccessful products may persist for a few years, but in the end it will turn into powder. The equivalent of new products on the Internet may have a survival rate of less than 1%.

To talk about this, you should first define the success of the product: for example, a unique brand value, a considerable amount of users, and a reliable profit model. Can meet the standard less than 1%, the other is actually cannon fodder. The reason for such a high failure is as follows:

1, Matthew effect

The Matthew Effect of the Internet has two powerful engines, the first is the flattening of the channel.

Relative to traditional channels of dependence on the industry, the cost of arriving at the Internet is zero. You might choose a convenience store in front of your house, even if it buys 5 cents for milk, but 15 minutes less for a big supermarket; however, when you reach any site, you only need to enter the URL - users will naturally choose what he knows best Well, the most famous Internet products, until the formation of a solid habit. Market diversification brought about by the market diversification is almost non-existent on the Internet, the greater constant.

The second engine is the unity of experience. The human body has a variety of sensory capabilities, for Internet products, most of the perception is done only by the brain to complement, pegged to the small screen moving fingers like. Relatively realistic experience, the perception of the body touched by the Internet is extremely monotonous (even if it is very strong). Simply put, is a high degree of homogeneity between products. What "extreme experience" are boastful, the difference between the two types of App, may be much smaller than the taste difference between Chishan Bangzi and Chongqing facets, and even the difference between authentic Chongqing facets and Shanghai improved version of spicy Chongqing facets.

Therefore, the Internet is bound to have very few viable survivors in the same area of ​​demand, and user needs are themselves limited, and the market for exploitation is limited. On the Titanic, people who could not reach the lifeboat could even die in ice water if they grabbed a piece of plank.

2, a single profit

This problem is slightly better in foreign countries, the domestic Well, haha, we all know the situation, the Internet service to the user charges the main way is a multiplayer game. This means that small and beautiful personal products are hard to survive. The single profit model, forcing Internet products must be large, on the scale, and then a huge flow of cash.

If the pursuit of huge traffic, nature can only cut into the popular demand market, in line with the popular taste. So predictable is: Welcome to the Red Sea. In a Red Sea, but also by the Matthew effect, the failure rate is entirely logical. It is a miracle to survive!

3, alone

The maturity of traditional industries lies in the extremely complex and diverse ecosystem of industries. Doing one thing in traditional industries, for example, opening a bakery, you do not have to brush your own wall, not to cultivate wheat. Only need to do a part with unique competitiveness, the rest can be packaged to a professional team to deal with.

However, the Internet industry is not the case, any new product launch, from planning to vision, from research and development to operations, from promotion to sales, almost all have their own big package down. The internal division of labor is getting smaller and the foreign aid mostly can not hold back. You may have innovative ideas, R & D may not keep up; possible product experience is very good, promotional resources may not keep pace; may operate strong, the product ideas are not clear. In short, you have to do all aspects of cross-domain alone, out of step every possible drag on the entire project.

So a paradox appeared.

On the one hand, the Matthew Effect drives new products away from the Red Sea as far as possible to open up new markets. On the other hand, the new product team can not get enough help from the industry ecology and must develop toward all-round development. As a result, the threshold of innovation is raised. Large and complete organization will weaken the vitality of innovation, but more suitable for innovative small and capable team, there are more short positions in the job function. Coupled with the domestic market did not leave the small and beautiful products to survive ... No wonder successful products are required to pull their fingers count as "favorable weather and", as if the divination of the graves of the tumultuous king.

To sum up, the success rate of new Internet products is very low, may be less than 1%. The Matthew Effect magnified the aura of winners and covered the morale of the cannon fodders. This is actually a gamble. Everyone is betting on me that is 1%. Even today is not. I must have been 1% in five years. - Hey, where is it inevitable? Most of the final practitioners are losers on the gamble. Internet industry gathered the most intelligent and most hard-working part of the people, has a fair game rules, this rule is also doomed 1% chance of survival. Your youth is exhausted here, your product is dying here.

Born in the era of this dream, the era of miracles, cannon fodder era.

I was especially pessimistic and I am still particularly pessimistic now. About a year ago, no longer the "product success" as the vision, the color of the dead heart. I hope I can make my own special favorite, there are many people applauded the product, leaving some beautiful experience to the user. As for whether it can be bigger and redder, you can tilt your head at 45 degrees to fantasize, but it is not treated as a life goal that clenches your lower lip. One day you will understand that the experience of chasing and dressing up a beloved product is a more real life than the long dream of "changing the world" everyone has had.

Author: @ Silver V