Gao De, the first map navigation tool, is the travel eco-platform!
文丨陈选滨
Source | Intelligent Theory of Relativity (aixdlun)
Recently, Gaode Map released a new v10.0 version, which is a comprehensive upgrade of UI design and business, aiming to complete the transformation of Gaode map from map navigation tool to national travel platform.
From the tool to the platform, the high-tech map has begun to focus on the connection with the user. Under the guidance of “ladder theory”, there are four values between products and users: attributes, interests, psychological attributes and values.
Therefore, the strategic development of Gaode is a very typical ladder climbing process.
The high morality of the tool era is responsible for defining the attributes of the product, namely map navigation, to meet the needs (interests) of the user’s pathfinding navigation. In the era of platform, Gaode needs to meet the advanced needs (psychological) of users, that is, convenient travel. Its core value is to improve people’s travel efficiency and reduce the time (or money) consumption of commuting.
Before Gaode, there were many Internet products that were transformed from tools to platforms. WeChat, Didi, Mei Tuan, etc., the transformation of the ecological platform to establish the moat of these applications, can be based on the fierce competition in the Red Sea market.
This development span is also valued by more and more Internet companies. There are more and more platform-based apps. With the current development of Gaode as the first entry point, it may be possible to develop the Internet. More thinking angles.
Tool span, three key to advanced platforms
The transition from application tools to eco-platforms is a comprehensive complement to content. The update of Gaode is more about the optimization and supplement of the toolbox and the place of travel, so that the application of the tool not only stays in the role of navigation, but also gives users more choices for travel.
Either the ecological O2O of Didi, or the content supplement of Gaode now, the eco-platform has gradually got a clearer idea in more and more commercial development.
Intellectual relativity believes that in the current process of tool transformation platform, there are three typical directions worth exploring.
First, more and more attention is paid to the personalized user experience. Although from the tool to the platform process, it is essential to supplement and increase the content. The essence of platformization lies in the embodiment of the user’s individual identity. Before focusing on the application of tools, it is now focused onMaintenance of the user community.
Today’s high-tech users can take the lead in setting the priority of the company, home and travel tools. The system can plan the travel route for the user during the commute time according to the traffic situation in real time, which is efficient and convenient. This is both an enhancement of the tool’s attributes, and it also clearly shows its tendency to be personalized to the user community.
The same is true of early WeChat, and the content of the public number is added as an important part of its ecological platform. Concerning what public number is the right to give the user absolute choice, not the mandatory addition of WeChat. The operation of such a tool to transition to the platform is the process of the user’s personalization gradually.
Second, build community based on the activity of individual users. In the process of gradually establishing the platform, it is an inevitable step to accumulate “popularity” through personalized user experience and then precipitate users who are active in the platform to form a community with similar interests. In essence, the platform is the community.
Even if there is no obvious performance in the current trend of communityization, there are still some signals in the community. In the data contribution module, Gaode opened a question-and-answer interactive link to the user, and the user feedbackd the store’s business situation to the platform, and gradually established the interaction habit between the user and the platform.
Under the data sharing of the public comment, the US group displayed the user experience feedback of the relevant merchants at the secondary portal of “discovery”, and initially established a one-way shared community atmosphere, which ensures that users get enough Information also enhances the user’s active time on the platform, killing two birds with one stone.
Third, the platform for externally radiating links is open. The goal of the platform is to make a big platform, to communicate the connection between people, and to provide service linkage between third-party services and users. In terms of travel platform, the future prospects of Didi, Meituan and Gaode seem to point to the fourth-party travel platform, accessing third-party service providers to provide users with additional service experience, and the aggregation effect will be based on platform integration. Optimization.
Gaode, as the brand of Ali, is an important part of the urban planning layout. As for the current development, Ali’s related services, such as Alipay, Flying Pig, Tmall, etc., can be realized through Gaode App. In the later stage of platform-based development, perhaps more and more services will continue with Gaode. Linkage, showing a convergence effect.
In the construction of the fourth-party travel platform, Didi can be described as vigorous and vigorous.Be the first to integrate access to other third-party services. It is reported that Didi has successively reached an agreement with a number of car companies such as GAC, Dongfeng, FAW, etc., to connect its network car service to Drip App, and build a large platform for car travel. Drip is on the platform construction of O2O taxis, and the trend of openness has become more apparent.
The bigger the platform, the more thresholds, how do you get yourself?
A big step into the ecological platform is a bigger and bigger business. Of course, this is a gratifying thing, but the “smart relativity” sees that in the process of platformization, the more content and functions added, the more thresholds there are, and the more negative evaluations are obtained. So that the development of the platform is trapped in many places.
First, the number of entrances to the big outbreak, who pays for content and user experience? As the content of the platform is gradually increasing, more and more information is concentrated in one, and the platform gradually opens corresponding secondary portals to provide users with accurate channel services.
However, because the mobile interface is limited, it means that some portals are hidden and require users to set priorities to display. Between selection and discarding, some content is idle because the entrance is hidden, users need to enter the entrance menu to use, and even use it without trouble, which is more common in various platforms.
Go to the front page of today’s headlines. There are at most 7 secondary entrances that can be selected. After 7, you need to enter the menu to find it yourself. And Gao De tries to meet the user’s entry requirements even in the update, but such as travel, electronic dog, etc., but not the daily required functions can only be placed in the toolbox, not placed on the front page.
Similar to the iceberg effect, users use the platform function mainly in the portal displayed on the homepage. The hidden content and functions are not effectively utilized, and the cost is silent. The module pays for it.
Second, how difficult is the threshold for real-time data to cross? Platform expansion, business growth, followed by the threshold between data and business, real-time and collaboration.
This time, Gaode’s biggest bright spot for office workers who need to catch a bus is nothing more than the update of real-time bus. However, opening the real-time bus query in Changsha, the results are not difficult to say.
Obviously, layout city commuting needsIt is not easy to have comprehensive and effective real-time data support. A series of matters, such as an agreement with the bus company, the configuration of the data equipment of the bus, etc., have hindered the construction of the Gaode ecological travel platform, and it is necessary to invest a large amount of resources to coordinate.
In the field of travel, real-time data plays an important strategic role for the platform. Public transportation systems, subway systems, flight conditions and commuter data, etc., from the government to the enterprise, are faced with one-to-one in-depth cooperation, in order to achieve real-time sharing of data.
Third, is building a community based on the platform a correct development path? In the Internet age, users are traffic, and the community is an advantage. It’s not just a tool-based app. It seems that any Internet company that has grown to a certain degree will not give up the opportunity to build a user community, such as Mito, Meituan, Xiaomi, and so on.
Speaking of community-based operations, Xiaohongshu is a case where both positive and negative are applicable. In the past, because of the fire of the community, it made a unique development path in the Red Sea market of e-commerce shopping guides. Because of the expansion of the community, the content was mixed, and it was stepped on the legal minefield, and was ordered to be rectified by relevant departments. .
It’s obvious that building a community based on the platform is indeed a practical road. The user is enough to build the moat of the platform itself, but also because the quality of the user is biased, if the operation is not proper or the supervision is not effective, then the illegal chasing pot will have to be backed by the platform.
How many “ecological platforms” do you need in the mobile Internet era?
Today, as Gaode generally develops from a tool-type to a platform-type application, more and more large-scale apps enter the user’s mobile terminal, and when we greatly satisfy the user’s needs, we also give us Bringing a thought, how many such “ecological platforms” do you need in the mobile Internet era? Is such application development a manifestation of overproduction?
First, from instrumentation to platformization, the more apps in mobile phones are, the more memory requirements are there.; Second, some of the added features and other features of the platform expansion process The app repeats and seems to be somewhat redundant. The US group’s hotel reservations are made in Gaode, and WeChat’s taxis are in the drop. The functions that seem to have nothing to do with the original attributes of the app are added to the platform stage.
This kind of operation is especially common under commercial driving, and it is impossible to judge right or wrong. For the user, some people pursue the convenience and convenience of the service, some people pursue a small and extremely simplified experience, but in terms of the current development trend, the market is biased towards the former.
But for the latter, or for the development of the entire industry, can such a existence be solved?
Assume that for a certain user, navigation habits use high morality, takeaway habits use beauty groups, and taxi habits use drops, thatWhat other unrelated, functional modules that exist in these platforms, such as Gao De’s taxi, Meituan’s hotel reservation, Didi’s car rental service, etc., can be discarded by the user and not installed?
Obviously, not at the moment, under the borderless expansion of the platform, this trend will continue for at least some time.
However, in the development of today’s small programs, it is true that users and industry have seen similar possibilities as the above examples. It is still waiting to see how much the “ruling power” can ultimately be given to users.
In today’s mobile Internet era, commercial-driven platformization and platformization bring data redundancy and functional redundancy. Looking forward to the small program, in the future, users will choose the App function to create exclusive and personalized application software. Or is it a minor repair on the enterprise-planned application module? This may be something to look forward to.
At least for now, for users, the most crucial step in the transition of an app from a tool to a platform is to not drop the tool-based application service that users have valued the most.
Gao De, the first map navigation tool, is the travel eco-platform.
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