A case study accurately analyzes what is product thinking, traffic thinking and user thinking
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Many people don’t understand what product thinking, traffic thinking, and user thinking are all about. I won’t talk about any big concepts today, but will directly use a case to illustrate these three types of thinking. Jian Shao is a member of Qinwanghui Business School and he rents out houses in Guangzhou. Specifically, he rented a house in a village in Guangzhou, renovated it, and rented it out. It is what we usually call a sub-landlord. Before joining Qinwanghui Business School, Jianshao's practices were no different from those of other sub-landlords. His usual practice is to find a suitable house in the urban village, then decorate it according to his own ideas, buy various furniture and electrical appliances, and after cleaning it up, he starts renting it out. This is actually typical product thinking. Make a good product according to your own ideas, and then start looking for customers. However, there are too many such sub-landlords in Guangzhou, especially in the urban villages. It is difficult to find customers just by putting a for-rent sign in front of the house. So Jian Shao took another step. He began to place advertisements on search engines , classified websites, etc., hoping to find more customers through advertising. This is typical traffic thinking. By placing advertisements in places with high traffic, you think you can always find some customers. But now high-traffic platforms are very expensive, and placing a simple advertisement will cost a lot of money. Money is not the biggest problem. The biggest problem is that there are not many customers and they are of all kinds. Through advertising, Jian Shao finally got a few consultation calls, but the customers were of all kinds, including small business owners who needed their houses to be more luxurious, so they had to replace the furniture. There are also students who have just graduated. They don’t need furniture, pots and pans, electrical appliances or anything like that. All they need is a low price. The customers are too diverse and each has different requirements, which causes Jianshao to constantly adjust the decoration and configuration of the house, which is very passive. Later, Jian Shao came to me and asked me how to solve the current passive situation. I asked him four questions: Who are your users? What are their pain points? How do you solve their pain points? How do you find them? He couldn't answer for a moment. Then I gave him another suggestion. I suggested that he open a public account and write articles. The articles should be question-and-answer articles, and he could compile about 100 questions, all of which are about the issues that people who rent houses in Guangzhou really care about. Jianshao has strong execution ability and starts doing it immediately. A few months later, one day I happened to be in the group and saw Jianshao. I asked him how the rental business was going now. Mr. Jian said that business is now N times better than before, and people are much more relaxed. I asked him to share briefly. He said that by asking tenants 100 questions, he slowly began to figure out who his users were. One day he woke up, because his properties were mainly in Tianhe, and there were many mobile phone stores in Tianhe. The employees of these specialty stores are basically recent graduates and basically all have the need to rent a house. After understanding who the users were, he would directly chat with them, add them on WeChat , and learn about their needs through chatting. For example, employees in mobile phone stores don’t need too much decoration and furniture. Their only requirement is that the Internet must be fast enough . After working a whole day, many people still need to go online to play games and watch movies to relax after work. Therefore, having a good network environment is their biggest need. Because urban villages are built wherever there is space, they are very densely packed and the network is very unstable and often disconnected. Based on the needs of these users, Jianshao has invested a lot of equipment in the network to ensure that every room has high-speed Internet access. Then Jian Shao directly found the owners of mobile phone stores, gave them some profits, and asked them to recommend the houses to his employees. With just such a simple change in mindset, houses that were previously difficult to rent can now achieve a rental rate of over 98%. And even if someone leaves and moves away, new employees will soon rent a house, so there is no need to worry about lack of customers. Later, Jianshao told me that a hospital was going to be moved near their village. He went to the hospital to find out and found out that the hospital had no dormitories. However, the young doctors and nurses in the hospital all need to rent houses. Young doctors and nurses basically have to work night shifts, and what they need most is to have a good rest during the day after the night shift. So they need a house with good sound insulation . At the same time, doctors and nurses are more concerned about hygiene, so they need a good bathroom and hot water 24 hours a day for taking a shower. Based on these user demands, Jianshao took over several farmers' houses near the hospital and began to renovate them, soundproofing each room, improving the bathrooms, etc. Mr. Jian said that as long as the hospital comes, these houses will basically be rented out because they are built for these doctors and nurses. This is typical user thinking: know who your users are, what their most painful pain points are, then create products and services to solve their pain points, and finally find core users and deliver products and services to these users. After reading this, I think you probably understand what product thinking, traffic thinking, and user thinking are. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @秦刚 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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