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What is the real product value core of the Internet today

Source: Shangpin China | Type: website encyclopedia | Time: November 22, 2015
What is the real product value core of the Internet now? If it is a trading product, it depends on the purchase frequency and customer price of old users; If it is a content product, it depends on the quantity and quality of UGCs of old users.

Now become the real product value core of the Internet

Only in this way can we prove that this product can operate in a healthy, reasonable and orderly manner, create its own value and be profitable. It is problematic to increase the size of users only through the promotion of new users.

What is worrying is that the current focus of the Internet (including e-commerce and O2O) is only to attract new customers by posting money, or to attract users with low loyalty and repurchase rate.

For example, the product is like a reservoir. First, it must have the ability to store water without leakage, so that the entire reservoir can be filled slowly. Even if the incoming water flow is small and slow, it can be done by waiting for more time. If the reservoir leaks, it will greatly reduce the efficiency of water storage, or even cannot be fully filled. Here, water inflow is to draw new water, and water storage is to retain water, so it is obvious that the latter is the first necessary ability.

Another analogy is like a score. blindly expanding the scale through innovation can only bring about the growth of the denominator, and the retention of old users can improve the numerator. Only when the numerator and denominator are well coordinated can the number become larger. For example, the current situation is 2/5, and simply pulling new can only change the denominator from 5 to 10; Ignoring the retention of old users, the numerator only increases from 2 to 3, so 3/10 is still less than 2/5, and then pulling new is useless work.

Therefore, the best state of a marketing website product is like a reservoir that does not leak or leaks very little, like a score that grows in harmony with the numerator and denominator, like a sturdy but not fat guy. This requires that we must pay attention to the retention of old users and do this well first.

Of course, it is right to increase the user scale itself. This article just emphasizes that it is wrong not to pay attention to the retention system. Give two positive examples:

Case 1: JD expanded the scale of users to a certain level through price war Beijing website production Manufacturers get lower prices to sell to consumers at lower prices. Combined with the high-quality user experience brought by self built warehousing and distribution, it will become a domestic e-commerce giant and be listed on NASDAQ.
JD.COM


Case 2: Didi obtained the taxi through the super promotion in the early stage, and then madly paid to attract users to form a scale effect, to promote users to accept this new thing, cultivate usage habits, and also crowd out other competitors. At this time, the travel market is all his own. Didi is currently valued at $15 billion. Simply put, suggestions for solving the problem:
sound of dripping water

1. KPI can not only be selected and renewed. The role of KPI is the direction of the team's efforts and the final foothold of all measures of operation and products. I learned that many O2O products are subsidized for new customers, so KPI is based on the number of new customers and the cost of new customers, which means that everyone is watching how new people come, but no one cares about what happens after they come.

There is also a slightly better situation. KPI has both new customers and old customers, but the human resources and resources invested in new customers are much more than those of old customers, which is also not good.

2. Products and operations are jointly retained by old users. The measures for different types of products are quite different, so we have to start a new article to elaborate on them.

For example, trading products are used as a member system, and users are graded according to cumulative amount, transaction frequency and other dimensions, and given corresponding privileges. For details, please refer to JD;

Another example is to build the user life cycle, introduce and mine high-quality users, stimulate their contributions through exposure, interaction and privileges, and then do content output for them, finally become an opinion leader or big V, and participate in offline activities. For details, please refer to.

In recent years, mobile Internet and O2O are enjoying the demographic dividend, and this problem will soon become more prominent. The serious consequence is that once users are disappointed with you and lose, it is almost impossible for them to come back to use you and trust you.

It's like you are dissatisfied with your boyfriend/girlfriend. It's hard to break up with him and reunite again. So I hope you can pay attention to this problem.
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Thank you very much for visiting our website. Please read all the terms of this statement carefully before you use this website.

1. Part of the content of this site comes from the network, and the copyright of some articles and pictures involved belongs to the original author. The reprint of this site is for everyone to learn and exchange, and should not be used for any commercial activities.

2. This website does not assume any form of loss or injury caused by users to themselves and others due to the use of these resources.

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