Zhangxiaolong's understanding of Internet products

Absrtact: The success of micro-letter let people begin to pay more and more attention to Tencent Senior vice president, micro-credit product director Zhangxiaolong, every word he said each of the concept of products are beginning to affect China's large number of Internet practitioners. At the same time, some of Zhangxiaolong's views are easy to

The success of the micro-letter to let people begin to pay more and more attention to Tencent Senior vice president, micro-credit product leader Zhangxiaolong, every word he said each product concept has begun to affect China's large number of Internet practitioners. At the same time, some of Zhangxiaolong's views are easily amplified by the media and deviate from their original meaning.

In fact, Zhangxiaolong doesn't think that every word he says is worth the product manager's research, and he even admits that successful product managers are hard to replicate. Some of the successful practices of micro-credit are not necessarily applicable to other products.

The latest issue of "Tencent Monthly" published a "World view on the product" as the title of the Zhangxiaolong interview, Zhangxiaolong talked about their understanding of Internet products, as well as their own eyes of the internet world. The following is a summary of the Tencent Science and technology Zhangxiaolong to do product methodology and some of the best ideas:

1. The first need of good products is the ability of rationality, humanistic care should be based on rational.

Because Zhangxiaolong in a speech focused on the product of humanistic care, so many people have this as a product of the guidelines. Although there are many places in micro-letters that embody humanistic concern, humanistic care must not be the subject, not the foundation. A product can be seen from many levels, the humanities is only a level, and the humanities are not necessarily reflected in people can see the place.

2. China's Internet products into Europe and the United States market is very difficult, but it boils down to cultural factors a bit to shirk responsibility a little general.

From the phenomenon, it is easy to penetrate the strong culture to the weak culture. But from the market point of view, the United States Internet leading China because he first developed, more than a few years ahead of China, representing the future direction of China's Internet development. The product does not start from the culture, but starts from the demand, enters the European and American market must analyze their demand. If a Chinese Internet product is not successful elsewhere, it is not that it does not understand its culture, but that it does not understand the needs of its users.

3. The final product can be accepted by the market, is the atmosphere of this product to determine.

--micro-letters, Kakao Talk and line belong to a type of product, but the concept of each product is different, there are different directions. The micro-letter circle of friends and Facebook a bit close, but also have their own differences, if the difference is more and more prominent, it will form an atmosphere. If only refer to the function of other people's products, user experience is often not in place, the user needs positioning will also appear deviation.

4. The nature of communication does not have a fundamental answer, and the evolution of communication tools may depend on the development of technology.

At the tool level, communication now seems to be satisfying. But people are getting lazy, and this kind of laziness leads us to hope that communication may be simpler, even when communicating without even having to move. In this sense, if the micro-letter can do Google Glass, then communication will be more efficient and relaxed, because as long as the talk without the press.

5. To make the complex function into a simple product, so that users feel very simple.

Any product if there is a chance will want to big, the reason why there are small products because his market is small, rather than deliberately do small. Micro-letter is a communication tool, this time all-inclusive is beautiful. Micro-letter to do large and beautiful, if you do not platform will die. Micro-letters are adding more functionality, but they are not bloated and the interface has not changed much. For example, micro-credit public accounts, if the user does not scan two-dimensional code, which is almost non-existent for him function.

6.IT is not driven by geeks, and the real product is driven by commercial companies.

Geeks like to drill into the technology and do not act as usual. But this is not the reality, the reality is the product is the commercial company in the promotion. Since I wrote Foxmail, some of the logic of product development hasn't changed much over the years. If there is a change, it means that the division of labor is more stringent than in the past.

7. Good product managers are hard to copy.

Now the methodology and the success of the study is not necessarily so useful, it is hard to say that a must be able to get B, more often after a A to get a B. Some products have the function of skin change, but you cannot say that the success or failure of this product is because there is or does not have this function, this methodology is wrong. It's hard to find a way to reuse a product.

8. Maintain small team and reduce process.

The larger the team, the easier it is to form a process, which is easy to bind if there is a process. and small team can reduce the process, mobilize everyone's enthusiasm and initiative. For Internet products, the product update will be very fast, may not know now two months after the appearance of the product, because these two months may be a big change.

9. The internal drive of a team should be something that comes from the spiritual level, and the intrinsic motivation comes from dissatisfaction with reality.

It's important to have goals and visions. Make a great product to make you happy, to change the world, then this drive will be better than the responsibility or demand. Discontent and rebellion are the most vital. Being dissatisfied means you are energetic, and you have lost your energy when you follow routine and step-by-step routines every day.

10. The business community is dynamic, and now monopolies cannot be monopolized.

Now the world is more diverse than it used to be, and a small idea can be made into a tool for people to download. In fact, micro-letter is also one of many applications. From the user's point of view, using some mainstream products now may not be better to replace it. But the big things that are now going to be replaced by other products are good. In contrast, this is a healthy, natural process.