Familiar friends may know that in the past six months or so, I have switched from a product manager to the role of the No. 1 position in a business, responsible email list for the GMV and profits of a business that is not an Internet production and research attribute.
During the process, I gained some gains and thoughts, and I also received a lot of concerns and inquiries such as "How do you feel about transforming the business?" "Can product managers really do business?" go out;
Now, at a key decision point in the business, it is also in the initial stage of business planning. Combining some specific examples to describe "Where is the leverage for product managers to do business?" may be more vivid.
Recently, I have been focusing on the research on the delivery logic of the two Internet platforms and the characteristics of sku in them. Everyone is saying that the essence of the current live delivery delivery is a stall, and the anchors reach a single transaction by constantly shouting.
In fact, the end of any business model is realization, and the same is true for Internet products (platforms). However, whether it is traditional stalls or current live broadcasts, whether the mode of realization is advertising or matching transactions, the underlying key factors of its realization One is "active traffic" ;
So, in today's market environment where everything is a commodity, which SKU is suitable for WeChat? Which SKU is suitable for
The core of Internet products is active traffic. What core competitiveness does WeChat rely on to build "traffic barriers"? The answer is, relationships .
Wechat relies on the first-mover advantage to cut into people's lives as an IM tool at the right time, and quickly move the strong relationship between people to the APP. Let's take a look at the evolution of WeChat's highlight functions in recent years.
Spring Festival Gala Red Packets and Red Packets: Activation and Precipitation of Relationships with Chinese Characteristics ;
Emoji ecology, video calls, and emoji rewards: make the relationship closer and encourage the productivity that makes the relationship closer;
Subscription account and official account folding current limit: Emphasize the relationship attribute by reducing the content attribute of "information flow" ;
Game circle, etc.: high pleasure relationship precipitation ;
Take a look, video account, live broadcast, live broadcast reward: content recommendation based on interest relationship , encourage valuable content productivity;
Enterprise and Micro: Precipitation of working relationship.
By sorting out the logic of WeChat product evolution, it is found that all the iterations of its functions on the platform and the support for content creators are aimed at "letting users create relationships, precipitate relationships, and open new relationship chains in WeChat". "relationship density" between WeChat users ;