The situational product model is perhaps the best way to bridge the Internet divide.

Editor’s note: This article from the micro-channel public number “old lining” (ID: fengqitalk) , of: Old lining.

Starting last month, some companies resumed work, crowded out the servers of Dingdiao and WeChat. During the epidemic, no matter whether the company is an office or other business, “moving the Internet” has become the most common self-help method.

An investor friend told Lao Lin that at the beginning of the epidemic, traffic rose, and many pure online companies have actually felt a bit of a thrill, but as countless companies have begun to move their businesses online, the level of competition is fierce. It is growing at a speed of a hundred times, especially for large companies with sufficient capital and talents. Their product lines are more complete and their ability to integrate resources is stronger. The advantages of pure online companies are instantly diluted.

Hengda’s vigorous online sale of houses a few days ago also promoted the Hengfangtong App, which resulted in various screens in a short time. There are also tracks such as live conferences, online education, and fresh e-commerce, which have become new outlets. Apps such as Nail and Tencent Conference have grown against the trend and have hit the AppStore.

In fact, most of the positive effects of the epidemic have been eroded by head companies. The epidemic has forced all companies to digitally transform, but it has made the Internet’s already difficult living environment even more difficult.

01

The poor changes, and the changes pass.

In the past two years, “double innovation” has been hot. Most traditional companies have actually tried to transform O2O. More than 95% of traditional bosses have been taught on the Internet. Nowadays, they are facing the same choice, and many people are still worried. When the big environment is good, the water is big, and the big environment is facing a crisis. When testing the life and death of an enterprise, you still have to see how you can respond.

Mr. Zhao, who has been engaged in the beauty industry in Guangzhou for many years, is very familiar with changing channels. He was also the first group of business owners to do micro-business. Although the results were not satisfactory, he also expanded a lot of channels. When the emergence of the outbreak, General Manager Zhao realized the risk and took the lead in setting up a live broadcast team, which had been making unannounced efforts for more than a month, but the effect was very average.

At present, there are many situations similar to Boss Zhao. They have the courage to change and the courage to transform, but most of them will still be trapped in the early stages. The reasons for their current encounters are clear to product owners who are familiar with the Internet model. In the early days, there was a gap. Many times, it caused managers to misjudge the situation. When it was time to hone their internal skills, they were anxious to achieve success.

“Crossing the Divide” is a book written by Jeffrey Moore 29 years ago, which lists 5 types of important users of the Internet product life cycle, including the earliest enthusiasts-seed users-early mainstream-late mainstream-backward ByThe user characteristics of these 5 phases are different, and some workarounds are required when transitioning between the two phases.

The most difficult one is the transition from seed users to early mainstream users. Because the user characteristics of the two phases are too different, the transition will go through an insurmountable process, which is so difficult that it is called For the divide, the divide stage is also called “New Moore’s Law” in the industry.

How to bridge the

The gap model is still valid today, not only for technology products, but also for all Internet-related businesses. Especially in this special period when everyone is “touching the net”, this theory is even more important, but it has undergone many years of development. The way across the divide may have changed.

In today ’s Internet environment, business models around product functions and service quality have long been a red sea. It ’s hard to know that Taobao ’s e-commerce is doing search, through trains, drill shows, and e-commerce. The private domain traffic pool can only obtain some self-rescue traffic in a short period of time. It is not very helpful to the current situation of the market, such as excess supply of goods and disappearance of market dividends.

02

Because of the network effect, the Internet is a monopolistic structure in which a few giants control most of the traffic and thus control most of the wealth.

QuestMobile data shows that the number of monthly active users of the mobile Internet in 2019 is less than 3 million, and the user bonus has completely disappeared. Although the epidemic has stimulated some data to rise again, because the total amount has long since been capped, it is difficult to make major changes, and the number of newly added competitors is far better than the number of new active members.

How to bridge the

The increasingly competitive market environment, not to mention the gap that crosses mainstream users, even acquiring seed users has become a problem. Too many competing products are for users to choose. Retaining is as difficult as acquiring customers, especially for the newly cold Early product launches have a slimmer chance.

In 2019, the Internet will simply be eliminated and no new additions will be made. Several unicorns led by Panda Live announced their closure, and there was no new product with outstanding data growth throughout the year. Now the epidemic is forcing more companies to contact the Internet, even if “small and beautiful”, The difficulty of getting customers is no longer the same.

“There are so many people watching while everyone sleeps. It looks like a great business opportunity. It’s our turn. Why does it cost so much effort, but no one cares about it? I’m almost out of confidence.” Boss Zhao was so sad. This is the current status of many cold-start products. Traffic is the blood of the Internet. Renyun Yiyun ’s chase for emerging live tracks such as live video and short videos can only intensify competition, making it more difficult to obtain seed users, and it is difficult to see the actual situation in the short term. effect.

In fact, most companies’ first request is not to do live broadcast and short video content, but to find a better traffic channel to sell goods. The fundamental reason is that they do not understand the importance of channel matching. There are several sources of cold-start products to get users from. (Products that have passed the cold start period can be skipped, directly 03)

1. The application market with App as the carrier. The source of seed users is the application market and application pre-installation of Apple AppStore and major mobile phone manufacturers. At present, there are about 4.5 million Internet apps, and the traffic is not enough for minutes. App cold start is more suitable for enterprises with pure Internet model.

2. WeChat, a small program and a public account as a carrier. As a national application, WeChat is indeed the best quality private domain traffic pool. Although it has shown a downward trend in the past two years, the cost is still the lowest. WeChat users have more than 1 billion daily active, cold-start products suitable for all modes in the ecosystem. At present, there are 2.36 million mini programs, and the number of active public accounts is about 2 million. WeChat is currently deploying video numbers.

3. The content is a byte-beating system with a carrier. The vibrato is 400 million a day, and the headline is 200 million a day. Whether it is content or bringing goods, it has been the most popular channel in the past two years. There is another one on the content track. The unicorn fast hand has also exceeded 300 million daily live, the byte beating and the fast hand are added together, the traffic capacity has exceeded WeChat, and it is also the best choice for content companies to cold start.

4. Taobao Live, which mainly sells goods, began to exert its strength in 2018. Last year’s GMV data of live broadcasts with shipments was about 200 billion, and daily active users were about 10-20 million. This data is currently soaring, although Shops in the Tao department will flood in the first time, but Taobao Live is still a brand new channel. Everyone starts from scratch. Retailers are the first choice for cold start.

5. Baidu, which is search-oriented, is not as good as before, but it is still a good traffic portal. Mobile Baidu is similar to today ’s headlines with 190 million daily jobs. The core of Baidu’s value is the search box. The traffic of the search box is very accurate, which is very suitable for To B model and bulk trading companies to obtain sales leads.

6. Others, the long video platform Aiyouteng is suitable for entertainment companies; Sina Weibo, a public opinion platform, is suitable for public relations companies; O2O’s intra-city traffic is concentrated in the US group of wine travel, takeaway, and distribution, travel Accommodation and ticketing Ctrip, renting, second-hand housing, recruitment of 58 cities, each suitable for different types of city service companies