Everything is user-centric
In the Internet age, the generation and dissemination of information is no longer dominated by a small number of people, each of us is the origin of information, information is no longer one-to-many one-way dissemination, but many-to-many multi-directional spread. The center of these information is people, and talent is the core. Therefore, a "user-centric" user mindset emerged. This is not only reflected in the level of branding, but also in various links such as market positioning, brand planning, product development, production and sales, after-sales service, and organizational involvement.
Hao Zhizhong classified users into ordinary users, target users, and fan users. User classification is to further identify and define users. Product design is designed for users of different levels, and operations must decide which level of users to operate first. Ordinary users are users in need, target users are users with clear high-frequency usage scenarios, and fan users are users who frequently use the product and have the power to spread the word. Most products are planned to meet the needs of target users and ordinary users first, and then meet the needs of fan users after they develop to a certain extent. The same is true for operations. Different product stages operate different users. In essence, it is roughly the process of accumulating enough users - increasing user activity - turning users into fans. User grading can help you understand what functions the product should do at what stage, and how it should operate in a targeted manner.
Zhao Dawei refined the user thinking into the "Who-What-How" brand operation model. i.e. answer:
- Who: Who is the target user (market positioning)
- What: what the target users want (brand and product planning)
- How: How to meet the needs of target users (experience building)
From the perspective of brand and product planning, meeting the needs of target users is not only functional needs, but also emotional appeals. In the Internet age, netizens have a strong sense of self, they want their voices to be heard, and they pay more attention to the sense of participation. Therefore, in the process of building many brands, netizens will be involved, so as to develop into users, that is, "selling a sense of participation". This rule is verified by Xiaomi's success.
From the perspective of user experience, to meet the needs of users, it is the user who has the final say. Therefore, in the entire chain of communication between brands and consumers, the concept of "user experience first" must be implemented. Kingsoft's Fu Sheng once said, "User experience must be pre-positioned, let users feel it, and don't spend managers on points that are good but meaningless." In terms of user experience, the three squirrels are the ones that make people experience the deepest. Zhang Liao has made great innovations in the customer service and packaging of the three squirrels. The three squirrels refer to the customer as the "host", and prepare paper bags, clips, garbage bags, paper towels, micro-magazines, etc. for the "host" on the packaging. The tools for eating nuts are readily available. This meticulous service serves the three A squirrel won the heart of the "master".
In Hao Zhizhong's view, the essence of Internet companies is to grab users. The model of many companies now is like this, attracting users with cheaper, more convenient and faster temptations, and basically losing money in the early stage. When the number of users reaches a certain level, other series of extended functions or services will be launched, and services with major profit points will be launched. For example, Didi Taxi as we know it now, in the beginning, the company subsidized drivers, so as to achieve the purpose of staking the horse, promoting products, and acquiring users. But when Didi's users were enough to influence taxis, Didi began to acquire uber and start advertising and marketing in the direction of automobiles.