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After a while, I saw a post, but a hundred words, the word accused of the current difficulty of doing to B products, especially in a team that has been working hard for a long time, and arrived home. Internally, the layman commanded the insider, the process was chaotic, the department gap was deep, and the cooperation cost was high; externally, the frontline business grabbed customers, the architects blindly blown the program, the product research and development was in short supply, the operation and maintenance guarantee was disorderly, and finally the customer complained. Under this circumstance, the digital performance is on the head. If you can’t pass it, you are afraid of smashing the signboards. People are overstaffed and exhausted.

The landlord sighed, too tired, how long will the pain last?

And regardless of whether the post is suspected of exaggeration, but what is the pain? Doesn’t exist… Do to B service every day? (laugh)

Don’t worry, behind these complaints, I am also thinking about what can be done to understand the anxiety of doing to b products.

Where to start? Peer-to-peer suggestions can talk about flowers at random, but it may not be a long-term solution. Try to put the sad story behind these pressures into the current national environment system, and it will probably be clear.

First, why are you hurting?

In October 2018, the IMF predicted the growth rate of GDP in countries around the world. China’s GDP surpassed Japan in 2010 and ranked second in the world and continues to this day, but the growth rate has continued to decline in recent years, especially in 2018, the international situation has become more complicated. The pressure on China to face a slowdown in growth continues to increase.

As we all know, economic development is driven by industry, then the economic slowdown will require industrial restructuring to break. China’s industries are mainly divided into two categories: traditional industries (mainly manufacturing) and emerging industries (mainly Internet). Most of the traditional industries have matured, but there are big bottlenecks in terms of innovation capability, resource allocation and cost control. The emerging industries represented by the Internet have matured, but the total volume of the entire market has already appeared.

Data Source: Quest Mobile, 2019

Under this situation, the 2019 government work report proposes that it is necessary to promote the transformation of new and old kinetic energy, not to look at each industry alone, but to fully coordinate the various industries.

This is not difficult to understand. The concept of industrial internet is proposed to realize the linkage of cross-industry digital ecology, to improve the efficiency of traditional industries with Internet technology, and to drive the development scale of the Internet with traditional industries. Support the national economy to achieve better transformation and upgrading.

OK, understand the background of the industry Internet. Let’s look at it. As an Internet practitioner, especially under the call of the state, what are the companies that are doing a great transformation to do b? Where is the pain?

First of all, what is the difference between the industrial Internet and the consumer Internet?

Under the consumer Internet, Internet companies are the dominant force. They focus on the different characteristics of individual consumer demand, and ultimately to help existing products to better sell and circulate. Under the industry Internet, traditional enterprises are the dominant party. It is the party that is being served. It emphasizes helping companies to better optimize business processes and organizational structure as a whole, thereby improving production efficiency.

The difference between the two is essentially the difference between doing to c and to b products.

On this basis, you will probably understand why the pain has been continually after the transition to to b?

• Relying on power has changed. In the past, users only needed computers and smart terminals. Now you need cheaper sensors, storage, and calculations… you need to unite more and more complex software developers.

• The dominant force has changed. In the past, the Internet company was fully dominant. Now it is dominated by traditional enterprises. From the role of Party A to Party B, who is not hurting?

• The focus is different. In the past, attention was paid to the consumption needs of individuals in daily life, and the flow of cash was realized. Now it is emphasized how to become a digital assistant of enterprises and help enterprises optimize the structure and organization of upstream and downstream supply chains in production activities. structure. It is more difficult to understand the business logic of customers in different industries…

• ……

In response to this transformation, companies began to build an industrial Internet system: to create a flexible organization, the system must be interconnected, the market should be integrated, and the products should be upgraded…

So we seeAll the giant companies have adjusted their organizational structure, developed an interconnected ecological system, invested heavily in attracting top talents in high-tech, and built a flat-up model of pre-middle-back-office, and adjusted independently according to market changes.

As the company builds the industrial Internet system, the employees in the company are also rushing to the beach.

What can we do besides subconsciously digging pits, passively jumping pits, and filling holes without interest?

Second, return to the initial heart of the product

The core logic of making a product is:Who are you solving for?

This is the most fundamental problem. If this problem is not solved, the up-and-coming service management system, commercial quotation system, and ecological partner system are all unreliable.

This question is very simple to answer, but it is really difficult to stick to it in the process of planning.

In order to spread the product on the market, you may want to build a benchmark customer first, and then copy this case to the whole country and the world. Naturally, the entire team began to invest a lot of manpower, material and financial resources to do the project, standard ability standard delivery, non-standard ability custom development.

Manpower is never enough, customers are always fed, and the dream of copying across the country is out of reach.

When you calm down and reopen, have you ever asked yourself, “Is I working on a project or doing a product?” (still dreaming?)

Review, if you are working on a project, you serve a single customer, and you are always on the lookout. Even if you don’t support the original factory, you need to have a partner. For the customer’s less clear vision, the project members repeatedly try and try, not necessarily win the customer smile; and the product is to meet the needs of the target market, you have a clear business model and vision goals, it is very difficult, your test The wrong cost is not low, but your downside is solid. Therefore, please return to the initial heart of the product and recognize “who are you solving for?”

You listen to the voice of your customers, observe the movements of your competitors, and try to uncover this veil. Indeed, the customer is succinctly asking for something, but it may not be what he really wants. As mentioned earlier, the market size of the traditional industry has long matured, and the industry to which the customer belongs is naturally separated from the Internet industry. If you have not worked in this field, then you cannot understand the true intention of the customer through a few words.

What should I do? Either ask experts in this field to talk, or just look at the requirements on the basis of respecting the profession, continue to exchange ideas, and align ideas to truly make what the customer needs.

Also, only customers who use your product in depth can provide you with the most value feedback to help the product.