Former Senior Product Manager of Tencent: How can a new product quickly grow from 0 to tens of millions of users?
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How to judge whether a product has the potential to reach tens of millions or hundreds of millions of units in sales? The ultimate essence of business is to make money. Where does the money come from? For example, in group buying, consumers are spending less and less money, so where do merchants make money? In fact, group buying makes consumers spend more money. For example, you might go to a store that you normally wouldn’t go to because of a group purchase. Everyone can imagine that after group buying, the number of consumption must be more than before, and in fact you spend more money. When consumers spend more money, every link in the upstream of the industrial chain will have the opportunity to realize cash. 1. Growth: Creating new consumer demand Let’s take another example. For example, many door-to-door services, such as manicure and beauty, are free for the first order because they hope to cultivate user habits. I think this is a symbol of the advent of the consumer economy era. In today's America, many young people don't have much savings. They live on credit cards and spend money as soon as they have it. Because only with strong spending power can the upstream and downstream industrial chains survive, there can be more factories, there can be more job opportunities, and individuals can make money. 2. Improvement: Reorganize the industry structure and improve operational efficiency. One of the important purposes of the Internet is to eliminate intermediary channels. For example, when renting a house, you no longer need to go to Lianjia, you can go directly online; you no longer need physical shopping malls, you can shop online directly. After the industry structure adjustment, efficiency has indeed improved, because the Internet allows you to reach people that you could not reach before, allowing you to serve more people. Improved efficiency means lower costs and consumers spend less money, which means some people go bankrupt, such as offline shopping malls are gradually failing. So improvement is important. 3. Reduction: Reduce costs through the scale advantage of the Internet. Another advantage of the Internet is called scale advantage. That is to say, if a company has ten people on the same server, you can serve 10,000 users or 1 million users, but your cost can be very low. Some good products have a foothold in growth, improvement, and reduction, or even several of them. But if you don’t have any of them, I think it’s very important for you to reflect on whether this product is successful. For example, since the emergence of Didi, have you taken taxis more and more often? Because it issues a lot of coupons, you actually spend more money on travel. Of course, it has also reorganized the industry structure to make taxi-hailing more efficient and reduce costs through the scale advantages of the Internet. Dianping, Qunar , Ele.me, and Beaver Home all have their own focus. 4. Variables: Find better solutions. For example, WeChat rose rapidly and surpassed QQ in two or three years. What were the variables? Why was Nokia eliminated? Is this because of some variable? When there is no variable in a matter, it means there is no better solution. Let me give you an example. For example, there is a lot of traffic congestion in Beijing. Some people say that they can come up with a solution. I then ask you a question: why can you do it? What happened led to your good plan? In fact, it is very likely that nothing has changed. Autonomous driving is a variable. If there are fewer cars, the roads will be less congested, or everyone will use flying vehicles . Why did WeChat surpass QQ? Its variable is actually very simple, which is the rise of smartphones. The advent of smartphones has replaced text messaging. What are the variables of used cars? Because Chinese people really started buying cars on a large scale around the 2000s, and now it is time to replace the first generation of cars, so this is the first variable. The second variable is that many car sellers want to buy cars. We have done some analysis and found that there are basically two types of people who buy used cars. One type is people who have owned a car in the past and they know what used cars are. The second type is young people who buy a used car for fun. Because of the existence of the second variable, both buyers and sellers have reached the right age, and young people are starting to have some money, so used cars have become popular. Why is door-to-door service suddenly so popular? Its variable is that China is slowly entering an era of consumption upgrading. The generation born in the 1980s and 1990s pays more attention to the quality of life and is willing to enjoy quality services, which are more cost-effective. Therefore, the advent of the consumer economy has made door-to-door O2O particularly popular. Another variable is the hot capital market. Therefore, when making a product, you must analyze what variables are currently generated that make the product valuable. The above rules can help us determine whether the products we are currently developing have the potential to grow from 0 to tens of millions or even hundreds of millions of users. How to quickly grow from 0 to tens of millions of users 1. Products must have selling points. Products with selling points have the potential to become popular. At the same time, we must also consider whether the selling points can attract users to use the product for a long time. It won’t work if you can’t attract users in the long term, so you have to find out what the selling point is. Word of mouth is also the key to growth. If you have a selling point, people will help you spread the word. For example , when we recommend a beauty camera to our friends, it can make people look very white and beautiful with just one click, and this is its selling point. Of course, differentiation is the key. Everyone says it is one-click whitening. Is this selling point good enough? But if there is already a strong competitor, is your product still differentiated compared to it? Users cannot remember several products with the same selling point; most people will remember the best one. Therefore, you need to analyze whether the selling points of your product are consistent with others and create differentiated selling points. 2. The product must be sufficiently vertical. For example, for navigation, you should look for maps, for dining, use Dianping, and for group buying, use Meituan . To find a vertical field where you can be number one in a niche segment, the number one must be the one mentioned the most. What to do for a product like this that starts from scratch? Be sure to add an adjective before yourself. For example, there is a photo-taking app that can lengthen your legs. So in front of so many cameras, it adds an adjective to itself, which is to lengthen its legs a little bit. This adjective can quickly expand this field. What is the difference between Moman Camera and general photo-taking software? It can caricature the characters, which gives a definition, so everyone must get used to thinking about whether they are the best in their vertical field. Only when you are the first in a niche field can you have the opportunity to do something big and comprehensive. 3. The product must be contagious. Everyone should ask themselves whether their product is contagious. Is it a completely closed product or a very traditional product? I believe that communication is part of the product, and growth will only occur when the communication base is large. How to increase the spread coefficient of products that are not suitable for spreading? First, we need to analyze where the Internet traffic is. For example, Jiedaibao has a crazy marketing strategy , giving 20 yuan to each person who recommends one person, but the dissemination attribute has been built into its product from the beginning of its design. Communication is a big part of it. Let’s take an example that is not so suitable for communication, such as Uber. It achieves communication through discount codes. After taking a ride, users can get a coupon for the next ride. How to get the coupon? Just send it to your friends, and it will be self-propagated. 4. Grasp the core of product experience. What is the core experience of the product? Many people would say it is user experience. For example, the core experience that Didi Taxi solves is how to enable users to get a taxi as quickly as possible. If you cannot get a taxi, Didi will give you a subsidy. Only by achieving the ultimate in the core user experience can word of mouth be generated. This is what a product manager should always consider. At the same time, we also have to do something that can be perceived by users. Users are particularly emotional animals. Just like the intercom that WeChat used to make, word-of-mouth communication was very good, but WeChat made a lot of small updates and discounts that no one knew about, so it was impossible for them to be spread. So I think when designing a product or defining each version iteration, you still need to do something that can be perceived. Of course, the first thing is to provide a good core experience, which is a two-way thing. 5. The value of a product lies in rapid growth. The product is the core driver. A product without growth is not a good product. Most of the market's money should be invested in cooperation and creating hot spots, so as to cultivate brands and acquire long-term and stable users. What are the good profit models for Internet products at present? If the product itself is well-established, has potential, is very good in all core aspects, has selling points, and grows rapidly, the next thing to think about is how to monetize it. After all, it is understandable that companies need to make profits. 1. Good products have business models. No matter what you make, the charm of the product lies in its business model. A good product has a business model, and a product that has no business model at all is definitely not a good product. It’s all deceptive not to consider profits for the time being. The business models are different for different user scales and different times. When the user usage reaches a certain scale, more models can be tried. Take JD.com for example. Liu Qiangdong said that JD.com is actually a financial company and half of its money in the future will come from finance. This is also very reasonable, because its daily turnover is very large, and users can make money in finance through credit cards, credit loans, and installment payments. But when it doesn't have such a large number of users, can it feel this? He must have said that if they sell more goods, the scale will get bigger and bigger, and they will make money. This shows that the business model is changing, but change is a good thing. 2. The community effect will bring new business models. Users are connected to each other. It is not an isolated island. When you reach a certain level of users, users can be connected to each other, but you need to work hard to explore the community-based business model. For example, WeChat used to make money through traffic, but when it came to mobile games , it was different from regular games because it incorporated relationship chains and brought in the community effect. As a result, WeChat games became extremely popular and generated very high revenues. The new business model will bring new competitiveness to the products. For example, YY Voice used to be used for mobile games, and everyone liked to use voice intercom when playing games. When there are enough users, it becomes an educational platform. There are people willing to teach and perform on it, and there are fans willing to pay, and this business model emerges. The tools are still the same tools, and the communication platform is still the same communication platform, but the business model has been changed. This is also an advantage brought by the community. 3. The core of the product is the business model. Is it really true that the wool comes from the pig? Everyone should reflect on what the core product logic is? For example, Xiaomi phones are very profitable, but the value-added services on MIUI do not make as much money as the sales of phones. Therefore, the core business itself has the opportunity to be profitable, whether through scale, reducing costs, or increasing consumption. Therefore, the core of the product is still the business model. The rhythm of product business models changes, and only verified business models can be replicated on a large scale. The most taboo thing is blind expansion. Product managers need to have 7 abilities There are seven abilities that a product manager needs to have: business perspective, logical thinking , product design, team communication, project management, copywriting planning, and aesthetics. I would like to focus on the first and seventh. 1. Business perspective I think many junior product managers do not understand business logic and only talk about so-called user experience. I think no matter whether you are a junior, mid-level or senior product manager, you all need to think about what the business logic is. I interview many product managers every day. Many of them think that burning money is inevitable. After burning the money, they cultivate user habits, and they don’t know what happens after that. These things cannot improve the capabilities of product managers. We need to analyze this matter from a business perspective. 2. Aesthetics & sexiness I think a product manager needs to have aesthetic sense. You can tell the level of this person by whether he dresses himself sloppily or glamorously. I don’t believe that a sloppy product manager can make a good product. He doesn’t care much about himself, so it’s hard to imagine what he could care about. The second is sexiness, or sensibility. The product still needs to have something sexy. Some product managers are very logical and produce things that are very stable. However, under the trend of pan-entertainment, users prefer products that are a little cute, fresh, and have a little personality. Even products like WeChat often sell cuteness. Therefore, product managers should not only think about logical things, but also read essays and novels when they have time to exercise their emotional side and integrate these things into their products. How to quickly improve product managers 1. Think like a CEO. Whether you are a junior product manager, senior product manager or product director, you must think like a CEO. If you were the CEO of this company, how would you think each part should be handled? Only when you position yourself in this way, you will find that the angle of each problem is completely different. You will jump to a higher angle to look at the problem and see more global things rather than just a certain function. 2. Make comparative analysis and ask questions such as why other people’s products are made in this way and why other products are so popular? By comparing more than one, you will find out where you can improve. As a product manager, you need to analyze more and observe what others have that is worth referring to. 3. Deny your yesterday self. The times are changing very quickly. New variables emerge every day. You need to observe what new variables there are. A new variable may cause your original conclusion to be wrong. For example, carpooling was very popular before, and then Didi launched hitchhiking. This variable is very large, and you have to bravely deny yourself and think about whether this thing is worth doing and whether you can continue to do it, because survival is always the most important thing. If some people feel that everything they have done in the past was wrong, you may start to grow slowly. 4. Curiosity Without curiosity, there is no growth. Product manager is such a profession. When you see something bad in life, you always wonder if you can change it so that it will become better. The rule that reflects whether you are curious or not is how many apps you have installed on your phone. If you have installed very few apps, it means you are not very curious. Curiosity allows you to discover more questions. Finally, I would like to give a word of advice to all product managers: have high aspirations but low skills. This means that you should have a lofty vision but keep your feet on the ground. You must have dreams, just in case they come true. It is still important to have dreams these days. Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @包恐强is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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