Regardless of whether it is an Internet product or a product of a traditional industry, from the user level, it is divided into the following four different stages. In the process of product development, they are at different stages, and they face and adopt different things. Of course, at different stages, the composition of users is also different.
Attract users
Regardless of whether it is a new type of product or a product that already exists on the market, at the beginning of its creation and launching on the market, we hope to let users know in a short time, and let users know with the help of marketing, promotion and other methods.
The user composition at this time is mostly divided into two categories: early adopters and top users of the product. Early adopters generally agree with the concept and freshness brought by the product, and have low loyalty to the product, but have high communication; the top user of the product agrees with the product concept, recognizes the product, and is more loyal to the product. High, and can play a very good role in promoting the continuous update and iteration of the product. In terms of dissemination, top users are weaker than the dissemination of early adopters.
Product promotion at this stage should emphasize uniqueness and geekiness, and focus on promoting product concepts and corporate culture. Through the dissemination of product concepts, to influence early adopters and users of initial products.
Enterprises at this stage are more like cultivating internal skills, cultivating the enterprise itself and the product itself, iterating quickly, and accumulating reputation at the same time.
The main reason for the product loss at this stage is that the product has a deviation in positioning, especially in the rapid iteration, blindly listening to the feedback brought by the top users of the product, and ignoring the feedback from the early adopters.
Get users
If the product can reach this stage, congratulations, your product has at least stood in the market, and you also have junior fans, but how long it can occupy depends on the situation at this stage.
The product at this time has been basically perfected, and it has also embarked on a regular iteration. The product has been stable. What is needed at this time is to “buy” users through feedback. This stage is also the main stage of the “burning money war”.
At this time, the composition of users, or attracted users, is divided into two types: zombies and active fans. “Zombie” users can also be called low-frequency users. Such users are mainly used to obtain discounts. Generally, it depends on which discount is strong, which product to use, and at the same time, in terms of product use frequency, they belong to low-frequency users. The service brought has no long-term usability. More are “consumed”, that is, used for discounts. For this type of user, the loyalty to the product is low, the development cost is high, and the frequency of use is low, which is a “junk user”; active fans are recognized products. The service brought by the recognized product has high loyalty and active use, communication and influence, all belong to a higher level and belong to “quality users”. For the two types of users, the proportion of zombie users is higher than that of active fans.
Since the products at this stage are generally engaged in a “burning money war”, other product iterations are basically in a stagnant state, and the main reason for failure is that there is no money.
Converting users
Most of the products that can come to this stage are in two types: backed by a tree-like nature and a life-threatening type. Backing on the big tree means that with the help of the enterprise platform, there are already a large number of users, and you only need to guide the users. The life-threatening type refers to the ones that survived the “money-burning war”.
For products or services that are backed by a big tree, they have a huge user base and a stable platform. Generally, they only need to stand on this platform. But the fact is not the case. Except for a few products that have survived very well with the help of the company’s platform, the others are basically in a waiting or dead state. Regardless of whether it was a success or a failure, one thing was not grasped, that is, the product or service, the role of the entire large platform and the characteristics of the accumulated user group.
They have accumulated enough users and their products or services are among the best in the market. They deserve it because they are not easy enough.
Regarding the composition of users at this stage, there are two categories: masses and soldiers. The characteristics of the masses are: they have no favor or dislike for the product, the frequency of use is moderate, they do not care about the price, and they value the service more; the characteristics of the soldier: have a high degree of loyalty to the product, have a high frequency of use, and have a certain degree of loyalty. The spread of the product. The proportion of the two types of users is that the proportion of soldiers is higher than that of the masses.
But the reality is that, judging from the current products on the market, most of the top of the market are backed by big trees, while the short-lived ones are mostly life-threatening.
Change user
As the highest level of the user level, some products, such as the iPhone, have been here since they were born, but more often, they seem to have reached this point, only to find that they are still far away from the truth.
As far as the author is concerned, there are several characteristics that can really change a user’s product or service: the user’s deep recognition of the product concept, the subversion of the user’s thinking, and a little luck .
However, when the product really reaches this point, you will find that the composition of users has become the early adopters and the top users of the product. Early adopters are affected by communication and try to experience services. They value the novelty and communication that attract them. They have low loyalty to the product and high communication; the top users of the product have experienced more than one generation of products or Service, the recognition of products and services, and the recognition of corporate culture and product concepts have a higher dissemination and influence. In terms of proportion, the top users of the products are higher than the early adopters.
In fact, in the end, you will find that no matter what stage the product is at the user level, there is no core user in the strict sense. The user’s recognition and choice of the product is to a large extent the recognition and choice of the service. The ingredients are following the trend. The product is the carrier that solves the needs of users. Some needs are called pain points. To solve them, for users, they can’t feel the value of solving the pain points and think that it should be. Some requirements are called blind spots. Users cannot feel their existence, but they can perceive their changes. When they perceive changes, the product has changed users.
