How to shape the product concept in the internet age

The most basic dimension of my Internet thinking is: products. If I put wings on the product, I will add: community. The combination of the two is a product-oriented community. Its internal motivation is self-organization. This is the whole of my internet thinking, that is, the seven-word formula of product-oriented community: product, community and self-organization.

Who is more important, marketing or products?

Apple stands for product culture and Microsoft stands for marketing culture. Today, Apple is king; However, ten years ago, Microsoft was the king.

Tesla boss Musk came to China to do a program with Yang. The host asked him, "What is marketing?" He said: "In fact, I don't like the concept of marketing. This is a very strange concept, as if deceiving people to buy products. " Musk's office is in the workshop. He is the product manager. Lei Jun himself is the product manager of Xiaomi mobile phone. What is the role of CEO? Play a strategic role? Is it a management role? Is it an external image? These are all things we have seen before and have become inherent cognition. But today, Jobs, Musk, Lei Jun, and Zhang Xiaolong have regarded the CEO as a product manager.

If the entrepreneur is a product manager, is it easier to succeed? On the internet, this sentence is basically common sense: whoever gets the product gets the world. In the past thirty years, marketing has been excessive. Today, if the product is not well done, it is impossible to do a good job in marketing. Lei Jun said: "In fact, a good company does not need marketing, and a good product is the biggest marketing."

In the last era, the past 30 years, the industrial era, the communication at that time was centralized communication. In this era, two people retired, which also indicates the past of the era of centralized communication. First, Zhao Benshan retired, which means that all the stars in the country are gone; Secondly, Shi Yuzhu's retirement means that the era of top-down advertising has passed. The biggest cost dividend of this era: the decline of cognitive circulation cost. Every little person will be famous all over the world.

In the past, the cost of connecting customers was huge, and consumers could not be found, so the cost of connecting in the middle was huge. Today, the cost of connecting products and users is equal to zero. The profound understanding of the nature of advertising in today's era is that products are advertisements. Products and advertisements themselves cannot be separated. From a higher dimension of commercial civilization, product and marketing are the same thing. Marketing and advertising occupy a high point in the conscious world, and today products also occupy a high point in the conscious world. The two got through, and marketing was integrated into the product.

Is Xiaomi's competitor a domestic mobile phone? No. When competing, Xiaomi will compete with other scalpers. It has always been linked with global brands, not to mention domestic brands. I have always been very rich, saying that high-end mobile phones are also highly equipped, with the top supply chain of the world's top companies, and then directly compare with high-end mobile phones. Please refer to the following copy title:

Xiaomi 3: "The fastest mobile phone in the world uses the two strongest platforms in history."

Xiaomi TV: "Xiaomi TV chooses the best supplier in the world."

Wang Chuan, one of the founders of Xiaomi, said that one supplier wanted to find Lei Jun very much. Lei Jun directly asked the man, Did Apple and Samsung use your accessories? The cost of raw materials is lower than the retail cost, which is the practice of traditional brands, but Lei Jun spent a lot of money on parts. Therefore, the so-called dimension reduction means that marketing is integrated into products, and products are advertisements. The founder of Diaoye recently wrote an article "How to quickly detonate a new brand? ",which mentioned that the finely crafted beef brisket spent 5 million yuan to buy a mysterious formula; The beaver family spent 2 million yuan to make a nail car, and the decoration inside was very advanced. This formula is a big advertisement, and so is this car. Others will film it and pass it on to themselves. This is all about product marketing, product is marketing, and product is advertising.

Who is more important, technology or products? Ding Lei said: "Blind innovation is dangerous, and you can't innovate for the sake of innovation." This is an era of transition from technology era to product era. Nokia spends four times as much on research and development as Apple, but it doesn't produce Apple's products.

Who is more important, strategy or product?

There is an article in "265438+20th Century Business Review" called "Hello product manager, bye to the boss of the enterprise". The article mentioned that four or five years ago, if a company was just talking about how to make products and didn't care about how to formulate strategies and build brands, it would be considered as an enterprise without ambition, and the leader of the enterprise would definitely be considered as a small business owner. Today, it is absurd to talk about strategy.

In the era of long product life cycle, a sense of direction is very important! So, what makes products everything today? Answer: product life cycle. In the Internet era, the change of product cycle leads to the decline of strategic importance. In the industrial age, the product life cycle is long. Today is the era when the product life cycle enters "fast forward". Live to die, die to live, and the product life cycle tends to zero. You know, the speed of technological progress will definitely exceed the progress of market demand. The life cycle of technology is getting shorter and shorter, and the elimination is getting faster and faster. Conventional technological progress is slow growth, but it will suddenly start rapid progress at an inflection point, accelerate growth, and technological progress will show exponential progress. Nowadays, it is dangerous to promote a product slowly. If you can't brush it up at once, it will be very difficult to promote it. No one likes the era of "Fang Shengfang died", but there is nothing you can do.

Wu Xiaobo said: "This is a big era in which a small era prevails." And this is the advantage of the opposition enterprises. Enterprises in the wild can produce a product, and they are in their heyday when they are born. Xiaomi, WeChat and Yu 'ebao are examples.

Wechat, the core team has only 60 people. The mobile company has more than 20 thousand employees, and the comparison can be imagined! Why is the product king? Subversion with products has become the norm of this era. Better and cheaper is the way to subvert today. Here, we find that who is more important, strategy or product, is actually the same thing. The strategy is developed around the product, and it becomes a product strategy because the progress of technology leads to the product being pushed from the original foundation to the top.

Product manufacturing is divided into: product and manufacturing. A Japanese who left Samsung for many years wrote an article about Samsung. He said that product manufacturing should be regarded as a combination of thinking about exciting places and the process of making and manufacturing. Heart is the product and manufacturing is manufacturing.

IPhone 100% is assembled and manufactured in China, but only 1.8% of its profits are in China, and its own profits exceed 50%. Which do you think is more valuable, manufacturing or assembly? Parts and labor costs are $200, and assembly line labor costs are $4.50. Because apple put the product in its own hands. What is a good product? This understanding must undergo major changes. When Jobs returned to Apple, he said that Apple's products were terrible. Please note that he didn't mean that it was badly made. Apple's understanding of the product did not mention this feature at all. "Only when your product touches people's hearts will your product come to an end." Therefore, the purpose of the product is to impress people.

This is the importance of products. Did your product impress you? If you are not touched, how can you touch others? Jobs tried his best to make only one product a year. You made a product, and if you don't use it yourself, you won't be moved, and others won't feel anything at all. So, pay attention to this word: heartbeat! Heartbeat is the profit brought by using the added value of emotion. In the industrial age, technology is the main indicator, emphasizing function and functional experience, while in the product age, aesthetics and emotional experience are emphasized.

Duan Yongchao, chief strategy officer of SEEC, said that the industrial age is a process of "killing spirituality". Internet is a millennium event in the history of civilization, and it may usher in a spiritual return. The future Internet will become more and more "temperature", "emotion" and "taste".

Wu Bofan said that product = function × emotion. The function is 1 and the emotion is 0. Good function is necessary. On this basis, emotion is introduced, and emotional experience exceeds functional experience, which is the product feature of the Internet age.

Extreme is the key word of the times.

Xiaomi's product attitude: the ultimate pursuit of details. "Change, change, change, change, change, change, change, change, change, change, change, change, change, change. Do users scream after using our products? Will you recommend it to your friends? These are the two ultimate KPIs of Xiaomi. Its KPI is scream point. Look at Jobs' passion for Apple, and you will see two words: extreme.

In the heyday of Apple, Apple clearly defined the mission of its products as "customer screaming"? Customers screaming? Not "customer satisfaction"? Customer satisfaction? . Both abbreviations of "degree" are CS, but they are quite different. Meeting expectations and exceeding expectations are completely different from results. "Screaming" itself is an unconscious self-expression, which means the possibility of second and repeated dissemination and recommendation, and the communication power of "satisfaction" is often a spent force, but it is not far away.

It is worth noting that "exceeding expectations" is different from static and dynamic. Static exceeding expectations make people scream, but only dynamic exceeding expectations can make people scream continuously. It is not difficult for a product to make users scream once, but it is difficult for users to scream constantly. The terrible thing is that every scream secretly expands the threshold for users to scream? What is the minimum required to trigger an action or reaction? , or is secretly increasing the user's dullness.

Tong Ren Tang couplet: "Although processing is complicated, we will not dare to save labor. Although it tastes expensive, you won't dare to reduce material resources. " As the saying goes, it is "genuine". Easier said than done? Tong Ren Tang said: "No one saw reconciliation, but God knows." Don't go against your conscience and don't forget the profit without supervision; Because god knows what you did. This is a constant challenge to self. Language is powerful. If a person repeats a sentence, others will believe it, employees will believe it, and users will believe it.

There are two kinds of people in the world. Without its own subject, the world pushes itself everywhere. Another kind of people have their own feelings and pursuits. In China, making products with a pure heart is the most awesome thinking.

Speaking of my history of entrepreneurial failure (Note: Professor Li Shanyou is actually a successful person, but he likes to analyze himself strictly with high requirements), when I founded Ku 6, I was a member of Sohu and Sina, and basically had no product concept. Financing, managing key customers, managing the media and managing the government are the most important things for me as CEO. Later, I found that my biggest mistake was that I had no product awareness at all. If God gives me a chance, I would like to sit next to the product manager and engineer. Because, what you can't get with the product, even if you get it temporarily, you will lose it one day.

Yes, today is the era of 0 and 1

99 points =- 1 minute.

100 integral = 0 point.

10 1 = 1.

Between 99 points, 100 points and10/0/minute, there is a slight difference in quantity and the quality is far from perfect. The actual value of 100 point is 0 point, and the actual value of 1 kloc-0/point is1point. User experience is a world of 0 and 1, a world without everything. In addition to the two worlds, there is a "third world", that is, the world of-1. This is a terrible world, a world that we can call a "market black hole". Once your product falls into this black hole, it will be doomed. In the past, the same industry could have many kinds of existence. Today, in the Internet age, you either lose everything, win everything, have nothing or have everything!

In the past, we did satisfaction surveys. Today, satisfaction should be, satisfaction is 0. Now is the pursuit of "screaming value", that is, 10 times the satisfaction. What is more terrible than the screaming value is the continuous screaming value.

You will find it painful to make products today, but this is the world. It doesn't matter if you are willing to go with the flow; If you want to be a subversive and a revolutionary, you must do so. Lei Jun said: "The ultimate thing is to drive yourself crazy and drive others to death." Only by driving yourself crazy can you drive others to death and get great satisfaction and satisfaction. Zhang Xiaolong said that WeChat evolved, not planned. Today is the extreme of a single point, digging a thing deep enough and big enough; Today, it is the best strategy to kill the chicken with a bull's knife, do less work and do things to the extreme. There is no difference in people's wisdom, that is, the direction of strength. If you do less, everyone thinks you will earn less, but if you do it to the extreme, you will earn more in the end.

You see, Xiaomi 4 sells 2 million units every month. The fact that millet is as hard as steel shows that millet is effective, so don't question it firmly. If you don't learn, it means that you are not open-minded. Fu Sheng, CEO of Cheetah Mobile, said: "In today's era, as long as you do one thing well, you can change the world."

The industrial age must be managed. The core of Internet companies is the locomotive. If a person does well, he can become a gang. Tencent uses QQ as the locomotive, and today WeChat is the rear locomotive. Do one thing well and others will come.

Therefore, extreme is a state, not a function.

Simple is to dig the last one.

"Complex" means perfection, but it doesn't mean perfection. "Jane" is a single extreme, using limited resources to the extreme. After Jobs returned to Apple, he divided more than 65,438+000 products into four models. Other mobile phone brands in the world make dozens of products a year, and Apple pushes a mobile phone a year. Subversive innovation is a small strategy with high probability of success. Conciseness is not a description of function, but a description of a mental state.

Jobs ridiculed Gates: "Gates is a man with no taste." So, what is the product manager in Jobs' eyes? Jobs is an artist. What kind of people are most popular? Music lovers!

In June 2006, when the iPod was launched and achieved great success, Microsoft finally declared war on the iPod and launched the Zune player. Its appearance is similar to that of the iPod, but it is not as light as the iPod. Two years later, its market share was less than 5%. A few years later, Jobs directly pointed out the reasons for Zune's lack of creativity and weak market. He said: "As I get older, I understand the importance of motivation more and more. Zune is a failure because people at Microsoft don't love music and art as much as we do. We won because we love music from the bottom of our hearts. We make iPod for ourselves. When you really do something for yourself, your good friends or your family, you won't give up easily. But if you don't love it, then you won't go any further, and you don't want to work overtime on weekends. You will only be content with the status quo. "

Yes, I can do well, because I can love something from my heart. Jobs himself is not so materialistic, so his heart is pure. Some people in this world are spiritual. Jobs practiced meditation and cultivated spirituality when he was young. His study is like a meditation room.

Daniel Pinker, a speechwriter of former US Vice President Galmyr, wrote an article "The future world belongs to a group with high perception". He said: "The world will belong to another group with high perception-those who are creative, empathetic, can observe trends and give meaning to things." Let's take a look at six abilities in the era of high sensitivity:

1. is not only a function, but also a redesign.

2. Not only arguments, but also stories.

3. Not only focus on professionalism, but also integration.

4. Not only talk about logic, but also care.

5. Not only serious, but also interesting.

6. Pay attention not only to making money, but also to meaning.

Li Wanqiang also said: "The future belongs to a brand that truly understands consumers' emotions. Besides engineers, the team behind the brand should also include designers and artists. They are all people who have a high perception of life. "

Zhang Xiaolong is such a person. He said: "The driving force of psychological satisfaction is far better than tools, even making money." Wechat is not a short message replacement tool to make money. This is not the most important benefit of WeChat. Wechat is a lifestyle. He said that "one" stands for "one ethnic group", which is a kind of life state and world with a keynote, that is, people who use WeChat and people who don't use WeChat are completely different.

Conciseness is not to reduce the phenomenon, but to dig the "one" below. This is the spirit of Zen, not by reason, but by intuition. Any product that requires instructions is not a good product. Of course, the product name should also be concise, and the category should also be concise.

Today's feelings still need personality.

In the past, brands were categories; Now, brand is emotion.

Internet brand is a "conspiracy" between founders, products and fans. The era of product personalized brand has arrived, and all brands will be personalized. All consumers will be entertained. Just like Chen Ou's advertisement "I am Chen Ou, and I speak for myself".

Luo Ji thinking said: "Make products with a dead attitude." The carved beef brisket said, "Make a bowl of beef brisket with a Taoist attitude. Light luxury meals. " It also says, "Only those who can afford the opera can afford my meal." Including sharing the popular "artisan spirit", today's feelings can not only be forced by universal values, but also have their own personality in it.

However, leaving the product to talk about feelings will soon be revealed.