How to create a hit product? Three essential points!

The reasons behind the popularity of a product may become one of the most important things we product people pay attention to. Because good products often speak with data, and the source of data is only obtained from users.

Demand comes from users but is higher than users. The reason is very simple. Among millions of demands, 99.99% of them will be strangled in the cradle. What remains may not be particularly perfect, but it can be regarded as solving the user's scenario problems.

In our daily lives, we are always overwhelmed by the messy information on the Internet . Maybe it’s our fault? Maybe it's the internet's fault? Let’s take a look back and see what exactly caused the error to occur. Who is the victim after all?

1. External Environment

I think this has something to do with the company that designs the product, because the resources allocated by the company are very important; it is also related to the trend of user demand. On the one hand, it is the step-by-step cultivation of early Internet companies; on the other hand, it is the necessary environment for user usage scenarios.

How do external mechanisms promote products? I think we can consider these three points:

1. Self-promotion on social platforms

• Relying on strong social ties to bombard with information;
• The enthusiasm of users sharing in promotional groups and friend circles and word-of-mouth users;
• Promote interest in live webcasts .

Take the well-known social software QQ/ WeChat as an example. In addition to one-on-one chat and group chat, the most active place is Space/Friends Circle, which is also where users stay for a longer time. Then Tencent will use its existing resources to carry out multi-platform joint promotion and preheating of new ecological product information. Users' eyes will inadvertently record this information. When it has practical value in our real-life scenarios, the first product that comes to mind will appear before our eyes. Once a new user has completed their experience with the product (i.e., having fun, extremely high efficiency, constant surprises, etc.), the advantages of the experience will act as a viral factor and spread among the user circle, thereby gaining a user group at the billion level.

In addition, live streaming platforms are also a good place for promotion. Famous anchors always inadvertently output recommendation information, catching users off guard. On the one hand, it is: the loyal trust in live broadcast ; on the other hand, the scenes created by live broadcast are also very unique to use.

Whatever? Only a platform with grassroots users can accomplish information promotion; the inherent qualities of a product must be the viral factor that triggers the explosion, and user word of mouth is only an auxiliary tool . This is it: Everyone’s well is the real well.

2. Joint communication of the ecosystem

• For example, the existence of WeChat/ QQ has overturned the traditional login method, so related IPs have derived service-oriented, entertainment-oriented, tool-oriented and other products;
• You can use the existing popularity of social media to quickly absorb your own dark matter and build an operating ecosystem with yourself as the main body;
• The product ecosystem relies on its own resources to complete promotion by delivering relevant information twice or multiple times .

The rapid development of the Internet era first brought about individual life in the native layer. The continuous evolution and differentiation of individuals formed the Internet ecology. When you first become an Internet user, you need to register your user information when accessing any platform. As for how many registrations you have made, many people have already forgotten! It was at that time that the Internet brought too many surprises to users, and these surprises prompted users to complete information login. With the rapid development of social software QQ/WeChat/Weibo, we also help users complete ID allocation.

After all, social networking is a huge group, and the simple registration steps of this type of social software have also won deep recognition from users. Internet companies have derived service-type, entertainment-type, tool-type and other products based on user life scenarios, and use social product IDs to simplify the IDs of their own products. Then the user only needs to complete a few options or text items of the product requirements to use the product.

3. Emotional connection line

• Products make it easy to connect the individual to the whole;
• Emotion, as the closest bloodline , has become the blood of the machine for social groups such as family, friends, work, and life;
• It opens up a space out of control , and the overall open privacy makes one's own world less lonely.

As for where the emotional connection line came from?

I believe that emotions are substances derived from living things themselves and are an essential mechanism for the coordinated development of nature. We all know that emotions can be divided into: family affection, love, friendship, etc. These substances are the abilities possessed by every user. They are also the most direct connection between individuals and the simplest communication between individuals and the whole. These individuals are like space elements, and emotions are the lines connecting the space elements. Adding other components will form a complex society.

In the past, social development was caused by uneven distribution of information, which led to differences in regional development. However, with the Internet, where information is connected, everything has become so equal. The Internet simplifies communication channels and also brings opportunities and challenges to regional development. Opportunities: The new platform promotes the coordinated development of the region's economy, culture, services, etc.; Challenges: How to combine itself with information integration to highlight its own characteristics and show the trends of the information age.

2. Internal Environment

When it comes to the product’s internal technology, the focus should be on the engineers responsible for the product; when it comes to the product’s external content, the focus should be on what the users have accomplished or gained through the product.

How does the internal mechanism improve user retention rate ? I think we can consider these three points:

1. Reward Mechanism

• A good product is a time machine that controls time. Users are just stimulants that stimulate the cerebral cortex of the controller to achieve a state of ecstasy.
• Information mixed in the expansion container makes the meaning of information existence infinitely magnified;
• The benefits are generated from the fragmented time that users stay.

Each product is equipped with a reward mechanism that suits it. The reward mechanism is a brain signal factor that stimulates excitement, thereby guiding users to play with the product. When users enter the usage scenario set up by the product, time will naturally be controlled by the product. However, users are only controllers of information and cannot control the time of using the product.

Various information sources are embedded inside the product, and this information will be conveyed to users through real-world usage scenarios. Then, when users leave the product environment and enter the real environment, which is a formal scenario for information matching, we accept the control of our brains to use unknown tools and methods.

Fragmented time is people's intermittent rest time. QQ|WeChat may be the product that takes up the most fragmented time! Because the power consumption of the smart phones in our hands will not deceive our users' eyes.

2. Moment of glory

• The strength of individuals and groups and the brilliance of technology;
• Reveal the integration of users themselves and product content;
• The user's recognition or evaluation of the relative environment .

For users who aspire to reach the top, this may not be unfamiliar. I think the term here is borrowed from the coronation of the gamer's king championship. The most representative world professional league on the gaming side, participating players (experienced game users) will demonstrate their personal strength and ability to cooperate with teammates to the vast number of gamers.

Every accurate prediction that results in a beautiful team battle, one-on-one duel, or few versus many (being reversed) may help online and offline users understand the game. Game content is inherently commercial, but this form of commercialization always leaves a deep impression on users themselves. There is no shortage of repeated broadcasts, scene-related usage, etc. The platforms that accept users always judge whether the content promotion is effective based on data, and in fact, it is carried out beyond the expected budget.

The game has a huge user base, and the king will always go to the top venue to witness his glorious moments and share the joy of success with his loyal followers. Often, sharing the glory of such a large occasion with users is a way of respecting fans and truly thanking those who have been with you through thick and thin.

3. Peak Showdown

• Duel eliminates the halo effect;
• According to the user's own conditions, a specific area is formed completely ;
• Product ecology formed by users – bottom-up operation mechanism .

It is currently popular to allow the public to make recommendations and evaluations, which is also a way of subverting the selection method of traditional industries. Let's recreate the popular scene of "The Next Generation of Idols" created by Tencent Video in 2017. What is most worth remembering is: the three major tracks and nine major labels actually originated from the creator's exploration of the musical direction and pursuit of contemporary youth groups.

What is the current youth culture trend? In fact, we conducted detailed user insights very early on and came to several important conclusions:

First: There are no more mass idols in society, only idols from certain circles, and the young circle is indeed a very prominent feature;

Second: University culture . In fact, there is not much intersection between each circle, but everyone admires the great people in this circle. In order to conform to the current aesthetic trends of young people, the aesthetics of different circles should be brought together, and then the big names in each circle should compete to see which circle is more popular. The entire logical basis of the three major tracks and nine major labels is multiple entrances, multiple exits, multiple cultures, multiple intersections, etc.

The last point: live streaming . In fact, it is very difficult for an Internet platform to do live streaming on such a large scale, and it is also a big challenge to user habits. I also said in the group during the recording: Are we challenging user habits too much? Is it too big of a risk to do the entire show in a live broadcast format?

But now it seems that the risk was worth it, and we have indeed changed user habits to a certain extent. So now we are wondering why this habit can be changed, because it is nothing but events, because the sense of destiny must be projected through events.

This program eventually caused widespread social repercussions and was able to really attract the attention of a large number of young people. It was able to select popular idols like Mao Buyi, who were very popular. In fact, it is because we truly project the fate of young people onto these players and change their fate. This must be changed through live broadcast. If you don't change the results in time, Internet users now know very well what is true and what is false. If you don't truly change the results in time to change your destiny, then there will be no sense of participation and destiny.

3. Subject Environment

1. Knowledge level

• Young intellectuals are known subjects;
• The descendants of intellectuals are unknown subjects;
• The predecessors of intellectuals are the remaining subjects.

It took our country only about thirty years from the introduction of the Internet to its rapid development. The first users to access the Internet were those born in the 1990s, and this group of college students became the pioneers of Internet terminals. We all know that the knowledge level of those born in the 1990s is close to that of a college diploma. They have a deeper understanding of external things and information, and like to challenge new environments and come into contact with new technological products.

The year 2012 can be said to be the starting point of smartphones, but this group of intellectuals were the companions in the upgrade from computer Internet to mobile Internet . However, the real product experience cannot compete with children’s understanding of the product. No one can stop them from accessing the Internet, but they prefer to become loyal fans of the Internet. I feel it can be divided into two points. The first is the result of the influence of material conditions; the second is: the dominant genes in the evolution of species.

Back to the elders born in the 90s, they have experienced several stages of social development. They are the inheritors of simple rural sentiments and also the people who have experienced a refined life. Our understanding of the Internet is limited to the warnings given by our children at home. Why? Let’s start with the following points:

• First: Most of the elders in the family don’t understand these smart gadgets;
• Second: Get some information from others (e.g. don’t click on links on the Internet easily, don’t reply to messages from strangers, etc.);
• Third: The difficulty of the word “intelligent” does not allow seniors to gain correct operational cognition.

The population age portrait shows that the base number of older generations is much larger than the sum of the base numbers of young people and younger generations.

2. Cultural Diversity

• The frequency of regional interactions has skyrocketed;
• Formalization of cultural content;
• Spread selective contact culture information.

This requires us to talk about the social and cultural changes brought about by the live streaming industry! The speed of social information interaction continues to rise, and cultural content is disseminated in various forms on the Internet platform. Therefore, the inheritors of such culture will naturally obtain corresponding information from it, and then integrate it with the local culture, making the mainland culture both ancient and elegant and able to keep pace with the times. Showing cultural integration to the world allows local users to know that this kind of culture in their region is still up to date.

Although the Internet platform integrates a lot of cultural information, culture should still retain its simplicity. When learning innovative knowledge, one should exercise more judgment and debate, and then be bold in innovation.

3. Development presentation form

• Rational application of talents and resources
• Interest-based exploratory learning habits;
• Healthy and convenient lifestyle.

The course of history tells us that development cannot escape human drive.

The rational allocation of talents and resources in society has become a major problem, and this problem has not been solved so far. Relative interest exploration makes learning plans possible, because the current era has spawned a diversified cultural environment that provides learning scenarios and usage scenarios for interest-based learning. Interest-based learning will alleviate the emotional conflicts of traditional learning.

After all, current products are designed to combine real-life scenarios to create a healthy and convenient lifestyle for users.

After all, there are countless scenarios in the environment. If you devote yourself to exploring the environment, you will produce amazing blockbuster products .

Based on my usual understanding of social scenarios, I have filled in the essential points for a hit product. I would like to ask the Internet elders for guidance.

The author of this article @胡小黑 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games