How to play good user thinking, the key secret of user thinking

The traditional production enterprises to play the product thinking, the traditional network company to play the traffic thinking.

In the beginning, this kind of thinking all helped them rise quickly, to the mobile Internet era, they will all be outdated. Nowadays, all need to learn user thinking, the following to share with you about the user thinking three points of dry goods:

1, the traditional operation of the idea of the misunderstanding

2, the user thinking of the key secret

3, how to play a good user thinking

VANKE is a typical example, VanKE has just started, the use of the flow of thinking, to seize the flow of traffic at first Cheap first opportunity to get a rapid development. But due to two problems, it quickly went into decline.

1, the flow of the cost is getting higher and higher, can not afford to burn

2, the quality of the product did not impress the customer, no repeat customers

Vancl peak period of 10,000 employees, and now there are only 300 people left, Vancl Baidu index from the highest 120,000 down to 6,000 or so.

Chen Nian's recent media appearances have indicated that he is bent on drilling into the product and doing it seriously, which is typical of traditional product thinking, and it is difficult to turn around.

Second, the key secret of user thinking

The most successful operating model on this planet a few years ago was the religious model, which is a model of user thinking.

To master the user mindset. Key Secrets, you need to study the religious model in its essence, and summarize the secrets of user thinking from it for your own domain.

Religions mainly sell products? They are about getting to the heart of the user and, frankly, making the customer a religious person.

How do organizations learn from this?

Remember: all products and services are props, the key is to get the user's heart, how to get the customer's heart? Is the need to understand the user more than the user, to give the user shocking sense of value, so that the user becomes your fan.

Three core tips: 1, pain; 2, benefits; 3, feeling.

First must start from the user's pain, where there is pain, where there is a market. With Zhou Hongyi development of 360 security guards to take out rogue plug-ins, with free antivirus to meet the user, he has a very critical pain point, he quickly gained a large number of users, the rapid rise.

Zhou Hongyi later played the phone why can not play it? It is because he is just red-eyed cell phone's huge market, but did not find the user's pain point in the use of cell phones, so can only face the complexity of the competition, spend hundreds of millions of dollars in heavy money is also a little out of reach.

So, as long as you y understand the user's pain, you can give the most direct benefits to the user. At this time, the sentiment is a tool, the product is a tool, the service is also a tool, the customer is less concerned about your product, concerned about the benefits you can bring them. Benefits have, more importantly, you have to let the user feel cool, so a good user experience is a must.

Third, how to play a good user thinking

The highest state of cultivation is: such as one, play user thinking is also to: such as one.

You must not separate yourself from the user, and feel that they are above the NB, if you are still at home like before, buried in the research and development of products, so the user will not buy. Typically, Ms. Dong of Gree, although the hype of the topic attracted attention, but the user is just watching, and will not be from the heart want to buy your products.

Three elements of brand value: 1, visibility; 2, reputation; 3, loyalty. Brand awareness is important, but more important than awareness is the reputation, more important than reputation is loyalty.

No reputation and loyalty, want to rely purely on visibility to sell cell phones, that is no way. That's why in the past two years a lot of celebrity hosts and whatnot have come to play with cell phones can't play.

How do you get reputation? How to get loyalty? A Li wrote a very good book called "sense of participation", which is a very important point of millet success, they came out from the first MIUI system, let the user to make suggestions, and then improve, weekly updates, so the development of the initial batch of hardcore users.

In fact, Tencent in the past is one of the best companies in this area, so Tencent do the most understanding of the user's products, even if it cottage you, it can be beyond the experience of you, not to serve. Tencent before there is no QQ.com, there is only a simple forum, which all have a section to collect users a variety of ideas suggestions, and then improve.

Remember, you have to let the user participate from the beginning, let the user grow with you, let the user play with you, as long as you can make the user feel fun, that's right.