What strategies should be used to achieve better results when a factor changes?
Editor’s note: This article is from WeChat public account “Bird’s notes” , the author Jiang Liu.
Fang Zhiyuan’s last interview question about selling vegetables and selling fruit was written by me (” Why selling vegetables shop will sell fruit, and Selling fruit stores don’t sell vegetables?“), the interview question is equivalent to scrapped. Now I am trying to get his interview ticket for the train ticket to be scrapped~
This interview question is also very interesting:What online train tickets are purchased in advance and then purchased, and the ticket can only be purchased after the ticket is purchased.
This time I used a learning-based thinking method to solve the problem. I suggested reading this article after I read it, which may be beneficial to thinking training. 
Why do the shops selling vegetables sell fruit, while those that sell fruit do not sell vegetables. This issue is about business model issues. We use a divergent way of thinking, from five different analytical perspectives.
Why buy a train ticket is to choose the seat and then pay, and buy the plane ticket is the first payment and then choose the seat. This issue addresses the issue of product flow design. We can solve this problem in a learning way.
Simple according to common sense, the official number of domestic airline tickets is dozens of airlines, and there may be only dozens of third-party channels selling airline tickets. There is only one official selling train tickets in China, and there may be dozens of third parties selling train tickets in China.
There are not many, and the situation described in the title may be just some accidental factors, such as the standard practice of the latter. It may also be an experience that is gradually explored in constant competition. It may also be that there are specific principles behind it.
We first assume that the phenomenon described by the topic is quite universal. Start our analysis process.
First, turning actual problems into abstract problems
The real world is complicated. There may be various factors behind the phenomenon, and dozens of explanations can be proposed. However, there are always a few factors that play a major role.
Because we usually have difficulty calculating accurately, then we will retreat to the next level, by grasping several main factors to analyze, and then get a general direction judgment, and then test the effect through practice, and decide whether to improve according to the effect. .
The framework we think about can be: What strategies should be used to achieve better results when a factor changes?
The problem of the train ticket ticketing process in the train ticket is abstracted into the following questions:
For train tickets and airline tickets, when designing the online ticket purchase process, should you take the process of buying a ticket after the first seat or the ticket selection process after buying the ticket first?
Second, find constraints
We first need to find out where the two different situations are, and then pick out the different points that have obvious effects.
> The reservation rights of the aircraft are in the hands of various airlines, and the reservation rights of the trains are only in the total number of railways.
When the reservation rights are concentrated in a decision maker, the decision maker is more able to make decisions with personal will, and even this decision can properly violate the laws of the market economy.
When decision-making power is dispersed among various airlines, each company may adopt various means to compete. Some companies will adopt methods such as lowering prices and improving services to improve their competitiveness and compete for users from other companies. Some effective actions will eventually evolve into standard movements throughout the industry and become a common practice.
For example, cinemas don’t offer 3D glasses. In recent years, it has become a customary practice. The viewers either bring their own 3D glasses or buy one for five dollars. Because in practice, everyone finds that this way is more profitable. Because people who want to buy 3D eyes and give up tickets, the potential loss to the theater is far less than the income earned by the theater because of the sale of 3D glasses. Therefore, the theater has the power to sell 3D glasses.
Recently, I have a theater near me, more rogue, not selling 3D glasses, but set up a shared 3D glasses rental machine, 4 hours and 5 dollars. In this way, not only does not make less money, but the cost is reduced…
Three, find out the relationship
We look at user behavior. When you buy a ticket after the seat selection, you will change the user’s behavior when you choose to buy the ticket first.
a, normal
Because of the difference in seats, the same fare, the value of the seats obtained is not the same, an experienced buyer, psychologically will have an estimate of these seats, he may think that 80% of the seat value is worth the fare Or above this fare, the remaining 20% of the seats are not worth the fare.
So, when he finds that the remaining seats are 20% unworthy, he is likely to give up buying the flight and choose another airline. In this way, the airlines that let the users choose to re-purchase tickets can only get 80% of the attendance rate. After 80% of the good positions are selected, the remaining potential customers will switch to other airlines.
This is the difference between the first seat selection and the seat selection. When you first choose the seat, the user will have a valuation of various seats, and will give priority to the seat with a higher valuation, and will give up the seat with a lower valuation.
This situation often occurs when buying tickets at a movie theater.
Because many people buy movie tickets online, they can choose seats in advance. The middle of the cinema is the best place to see the cinema. The front row and the edge of the cinema, because of the poor view, consumers are even more reluctant to choose, the back row of the cinema, because the sound effect is poor, but also test vision, consumers are not willing to choose, The result is that in a movie, consumers will choose to seat in the middle of the cinema. When the buyer found that the movie had no good seats.