The previous 3Q war aroused heated discussions among various groups in the country. Occasionally, in a certain product manager group, I heard someone mention that the stickiness and loyalty of Tencent QQ were so much higher than that of 360, and 360 even did not resist at all. Power, Mo Mingqi Miao would like to raise some objections of his own here.
In Mo Mingqimiao's view, stickiness and loyalty are two completely different concepts. What is viscosity? Product viscosity is more reflected by the user's frequency of use and dependence on the product. Users can obtain value from the product and satisfy their own needs. Users can be attracted by the excellent features of the product, use it and continue to use it for a long time. This is product viscosity. This is like QQ, which we often use. We cannot do without this communication and even social tool based on interpersonal relationships. For example, most people can endure a large number of pop-ups and read e-book chapters updated online every day. These are all manifestations of stickiness. Websites with high stickiness are often able to meet user needs well in some or many aspects. At this time, it is too early to blindly believe that product loyalty is too high.
It is true that many examples let us know that many products with high stickiness have good user loyalty. In fact, exceptions are common. What is user loyalty?
Mo Mingqimiao believes that user loyalty is more of a subjective thinking. Due to various factors, users show their own special feelings, whether light or heavy, towards a certain product or service, which affects their needs and behaviors in the subsequent process. We often talk about loyal users, which should be the core user group of a certain product. For enterprises, this is a powerful competitive force. And this competitiveness also prevents products from being defeated so easily. We can see that Google has withdrawn from China, but there are still a large number of user groups using Hong Kong Google every day, and some users even go through the wall to use Google products. We can also see that Taobao occupies a large number of After losing market share, it has experienced the challenges of Internet entrance giants such as Tencent and Baidu, social empires and search engines, and it is still in an invincible position. Mo Mingqi Miao understands that user loyalty plays a crucial role in this.
Going back to this very simple example, an e-book website full of pop-ups updates your favorite e-book version every day, and you read it every day. It has high stickiness. If another pure version of the website appeared without any pop-ups but provided the same content, which one would you choose?
We can see it easily. Looking back, Mo Mingqimiao thought of the Internet failures one by one. Those Internet companies that were copied or even replaced by large Internet companies one by one. Why were they replaced by copycats so easily? What? It seems that these products generally have one of the following two characteristics before they are copied: 1. High viscosity and low loyalty! 2. There is no core technology that surpasses others. So we can also see that Taobao debuted late but is not dead, Kaixin.com debuted late but is not dead, and Douban debuted late but is not dead!
It’s time for us to think carefully, how can we improve our products? It’s already very difficult for domestic small businesses. After dreams are wiped out one by one, how should our products develop? In order to avoid repeating the "small business paving the way" , what about the fate of big companies?
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