The so-called explosive product strategy is to find the user's point of demand, direct entry, make a good enough product, and focus all the energy and resources to make a breakthrough in this product, that is, a single point of breakthrough.
If the book "Explosive: How to create a super IP" is to create the theory of action of the explosive, then this "explosive strategy: 39 super-explosive cases of story, logic and methodology" is to create the law of action of the explosive, dry full of methodology a set after a set of cases combined with the 39 explosions to analyze and explain.
These laws of action in the actual work can be done according to the practice, for students doing product design, this is definitely a good book not to be missed. Even if you don't fully learn these laws, understanding these 39 explosive cases can add a lot of social currency (i.e., talking points).
Don't think about anything else, just make the product first! Make it a pop-up product that everyone wants!
Brand is king failed, the new is the law of explosives is king. The channel is the king of failure, the new law is the user is king. Scale is king failure, the new law is the king of word of mouth.
Explosive products must have three key factors:
1. An extreme single product.
A single product, a single selling point to the extreme, can break the market. For example, Snapchat is a point - "read and burn" to the extreme, the valuation has reached $19 billion.
2. Killer apps.
The traditional industrial era emphasizes the killer price, the Internet era emphasizes the killer application, that is, to find the user's application point, rather than focusing on the function point. For example, the iPhone uses multi-touch technology to reshape the meaning of the phone, so that everyone has a new call experience.
3. Explosive word-of-mouth effect.
Products in the Internet era must rely on the social word-of-mouth effect of users, triggering a chain reaction that often detonates in less than a few weeks.
The explosive product strategy can be replicated, and even doing explosive products is a must for Internet entrepreneurship and innovation.
The most central law of action is: value anchor.
The value anchor is from the user's point of view, from the user's pain points, product screams, explosive marketing and other dimensions, to find their value anchor point to make a judgment on a product.
The core law of the traditional industrial era is "positioning" emphasized by the state of trust, that is, to establish the user trust "cognitive advantage", awareness is greater than the fact. However, the core law of the Internet era is not a state of trust, but the value of the anchor, user-centered, standing in the user's point of view, to create a user-perceivable value anchor.
In the Internet era, to create explosive products to follow the explosive products R & D "Golden Triangle Law": the law of the pain point, the law of the screaming point, the law of the explosive point.
Finding the pain point is the basis of all products, only to find the user's most painful that a needle, the detonation of the product is possible.
1. Find the wind
Thinking from the user's point of view, the wind is the national pain point, that is, most of the national most painful demand point.
There are three tools to find wind mouth:
01 and fat and big. The depth and breadth of this product is very large, a large number of people choose to start a business, the first thing that comes to mind is food, clothing, housing and transportation, because they have a large market.
02 High-frequency consumption. Find the point of demand for high-frequency consumption of users, occupy the user's population. And high-frequency to beat low-frequency is also a common rule of the game of the Internet.
03 Standardization. Explosive products are to a certain extent against personalization.
2. Find the first level of pain
The user's pain point is like a pyramid, there is a first level, second level, third level ...... The first level of pain is the user's most painful point of that demand, but also the most important point of the user to generate the purchase behavior.
The tool to find pain points: user role model (PERSONA), i.e., user portrait. Find the core users, focus the user's pain points to a few typical representative users, simplify the demand analysis.
The most reliable method is to have real communication with the target users. Users have an intuitive feeling of the product experience, one-on-one in-depth communication. Take care of the users who will complain first.
There are other methods, such as pulling users into the WeChat group to make users active, and discovering users' real thoughts about the product by observing their behavior and comments. Or interviewing consumers.
But the authors give the strongest approach to self-considered - from the three levels of user-level pain points, similar to Maslow's Hierarchy of Needs theory.
Greed: cost-effective. Xiaomi how to make the price-performance pain point of the plug board to extinction? High-value, compact, safe.
anger: high compulsion. Sentiment is a kind of compulsion. The essence of compulsion is social identity. What drama can I watch to reflect my taste that distinguishes me from others, i.e., the product can give the qualification of being flaunted.
High compulsion also means high price. how does Beats enhance compulsion? The first thing you need to do is to make sure that you have a good deal of money to spend on the product.
痴：粉丝模式。 What really drives fans is privilege, and the driving force behind hunger marketing is also privilege
How does Uniqlo find a first-class pain point?
Greed: high technology and low price
Anger: high flagship store
Idiocy: Uniqlo fans
3. Data Torture
There are three key dimensions to data torture
01 Key user data.
02 horizontal and vertical ratio. Horizontal comparison is comparing to peers; vertical comparison is comparing to your own timeline.
03 Segmentation and traceability. According to different dimensions, such as the time dimension, from weekly data, daily data to do more detailed and deeper mining. Traceability is to query the source of this data, source records, and thus analyze and discover user behavior.
How to make the product exceed the user's expectations to cause a scream, resulting in word of mouth. The scream is the word-of-mouth index of the product. In the past, the king's way to create screams was to be different, but in the Internet era, the king's way to create screams is to make users feel good!
1. Flow products
What is a flow product? It is the way to use the product to pull the user traffic.
The most common trick for Internet companies to do traffic products is free, or subsidized.
Many Ikea products are low-priced traffic products; Granny's 3 yuan a plate of spicy tofu is also a traffic product.
2. Creating product reputation
The most crucial thing for a product to break through on the Internet is to create a reputation that exceeds expectations.
In a one-star restaurant, enjoy the five-star service, absolutely exceeded expectations, absolutely have a reputation! In a five-star restaurant, enjoy five-star service, absolutely not exceed expectations.
Three tools to create super-expected word of mouth:
01 viral coefficient: when the user is using a product, how likely to spread to another user. For example, the circle of friends explosive products footnotes, face moe. How to test the viral coefficient of a product? See which is the favorite of four or five year olds.
02 Exceed expectations of the user experience. Let the user cool. Hardware products must create a hard experience that exceeds expectations. First find the user's first-class pain point, and then turn this first-class blackout into a screaming product, the most difficult lies in balancing the relationship between hardware technology and user experience.
03 Running Score (the toughest trick). Through the product's performance indicators to highlight the value of the product, such as millet TV 2S and Sharp, Sony running score test.
3. Rapid iteration (word-of-mouth nuclear weapons)
Non-stop iteration and updates based on user feedback. Under the mechanism of rapid iteration, there is no perfect product, everything is Beta.
Explosive point = detonation of word of mouth. Word of mouth is the engine of Internet marketing, and the core of breaking point is precision. Previously, it was the era of mass communication; later it was the era of niche communication; now it is the era of precision communication. Fan community is the biggest precision!
Detonation of the three laws of word of mouth:
1. A core community
Through the niche influence on the public, through the mass detonation of the Internet. Never ignore the niche, especially the opinion leader type of niche. Detonating a niche is detonating a core group. Being able to gain deep insight into a core group and develop products for them is even a core competency.
2. User engagement
After finding a core community, the most important thing is to trigger user engagement.
Participants in the three-three rule:
Three strategies: do explosive products, do fans, do self-media.
Three tactics: open participation nodes, design interaction methods, and diffuse word-of-mouth events.
The above rules are explained in detail in the book "Participation: Xiaomi's internal manual for word-of-mouth marketing", which interested students can read on their own.
The essence of user engagement is to use viral content to inspire users to participate.
Take Airbnb as an example, its three core weapons for user engagement:
01 big data, more accurate for the user;
02 high-fashion, willing to sun;
03 social e-commerce, not a traditional hotel, more like a community.
3. Event marketing
01 Borrowing marketing. Borrow hot events, you can borrow your own momentum, you can also borrow the momentum of others.
02 star element. The secret weapon to make social headlines: social currency.
Social currency is the dissemination of information that can emphasize the uniqueness of the self by sharing and talking about certain topics, such as "Running Brothers" and "Oddball". Positive Social Currency, Controversial Social Currency, and Hot Social Currency are all great choices for making social headlines for free.
03 Making viral
The three main elements of making viral:
Creativity - spend the right amount of resources and time on this.
Pivot - the first wave of infected people, spend the second most resources here.
Leverage - megaphone, amplifier, such as microblogging microblogging, the most direct word-of-mouth effect is to send a circle of friends.
Apple-style word of mouth, for example, it has three weapons: handle enthusiasts; handle the media, free headlines; create pop culture.
The above three laws are the core laws of the explosive product strategy. Summarized in the following chart:
Steve Jobs said: product people can not be defeated by marketing people. In the future, do marketing can not do product. The product is 1, marketing is 0, marketing without word of mouth will die!
With Jun *** Vigorously.
PS: This book also creates a super-expected experience for readers.
First, there's the book cover, which is probably the only one I can't throw away.
At the end of the book, the book also presents 39 cases of explosive products in different categories. It's really sweet, isn't it?
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