? Before talking about the product operation cycle, I'll give you a set of data first. In July this year, I counted the number of Internet websites in China, which was 3.57 million, and there were more than 500,000 in the IOS system alone. Everyone knows that the cost of making a website and an APP is not very high now, but suppose we make a website and a new APP now and put a new application online, we will find that our products have entered hundreds of thousands or even millions of applications.
? How do we make our products stand out from millions of applications? Being the best product used by users is a very, very big topic, so I say it is easy to do the Internet, but it is super, super difficult to do it well. How do we do the Internet well? It includes not only the analysis of users' needs, but also the design and operation of products.
How do I operate a product that will be launched in 4 years?
Today, I will share with you how to do a good job in product operation from the perspective of operation and operation cycle.
Let me start with my work experience. In 2006, three other partners and I founded ku6.com. If we were at peace with others at that time, the timing and conditions were not the best, but it took us four years to turn Ku6.com from an unknown new video website into the top three in the industry. Even at 20 10, our daily visits reached more than 20 million users, and we were acquired by Shanda, becoming the first Internet video company listed in the United States.
In this process, we have experienced four years of operation cycle. If we split these four operating cycles, especially look at the operating strategy we adopted in the first year of product launch, it will definitely give you some inspiration. When our product was launched in September 2006, one of the biggest challenges we encountered at that time was how our website, as a new video website, had a place among the more than 200 websites that had appeared. This is the biggest challenge.
At that time, we thought of a strategy from the operational aspect: making money together. We found many netizens from many forums and Q groups, and we provided her with an operating mechanism. If she uploads the video to the website, we will put an advertisement in front of the video, and the advertising revenue generated will be divided according to the video playback volume and the uploaded netizens, that is, making money together. With this operation strategy, thousands of netizens are uploading content to us every day, and the content videos uploaded every day reach 30,000-40,000. In this way, we got the first batch of users, the number of our first batch of video libraries, and the precipitation of content.
On this basis, we think about the second problem of our operation, that is, how to quickly increase users on this basis. At that time, we found that the main source channel of video websites was Baidu. We talked to Baidu. Baidu's post bar has no video function. We developed video storage and video playback functions for Baidu Post Bar for free, which enabled us to gain more user diversion from Baidu's massive users, and the users grew rapidly.
The second user strategy is the giant dance. What I did in July 2007. Then we found that we have more users and massive content, and we need users to settle down. We select high-quality users from users, including users with video creation ability and communication ability. On their basis, we have established an original video alliance on the Internet to help them further expand the value of video production and dissemination, so that they can better precipitate on Ku6.
The above is our main operating strategy for the first year. We saw that we got the first batch of seed users, and then realized the explosive growth of seed users and the precipitation of seed users. This year is an important operation period for Ku6.com from new products to becoming an important competitor in the industry.
3 Three important stages of product operation
If we summarize the three periods of operation, we will share them with you today: seed period, outbreak period and platform period.
1. The seed stage is the stage of forming the first batch of users after the new product goes online;
2. Outbreak period: refers to the period of rapid growth of users after the precipitation of users in Zhong Ziqi.
3. The platform period is when we find that the development of users has slowed down, encountered bottlenecks, or our product growth momentum has been very rapid, hoping to consciously reduce the growth of products to adjust the rhythm of products, we enter the platform period.
4 seed stage
Let's talk about the first cycle: the seed stage.
Our operation revolves around products, with the aim of acquiring users, and products are the core of our operation. Our products need to focus on MVP and minimize feasible products. That is, when the first version of our new product is designed, our seed product must be MVP. As long as our core functions are clear and our main processes can be opened, our products will be OK. Remember not to design our products too perfectly. Internet products are never perfect. Are constantly improved through application.
Therefore, in the operation process of the seed stage, our products should be simple, the core functions should be clear, and the main process should be launched.
For example, WeChat: version 1.0, version 20 1,1,2 1, it's very simple. Just import QQ friends, chat with text and pictures, and change your avatar. Other functions are gone. This is the 1 0 version of WeChat.
Let's take a look at another product, Momo. As you can see, ios was launched in August of 1 1, and its function is very simple. The core function is to chat with handsome guys nearby, which is such a function.
We also saw the Secret released last April. We see that her version of 1.0 is very simple, that is, breaking news and commenting. As a social product, there is no personal data or even gender, but the function of the new core is very clear. This is the product MVP. So who are the users in Zhong Ziqi? This is a very critical issue.
When the product is available, it depends on the user. For users in the seed stage, we must pay attention to being small and focused. Our principle is that the smaller the better, the smaller the better. We define it as a fan user group, which needs our products most and has the most sensitive core functions. When we found that we narrowed down the definition of seed user groups, we naturally found these user groups. We know how to operate and acquire these user groups, so the definition of user groups is very critical.