As the Internet practitioners, we often hear to B (or 2B) and to C (or 2C) two concepts. That is for business customers to B, to C, ie for ordinary users. As long as the Internet people know the basic understand about these two concepts, but if people ask "to B and to C What is the difference in the end product," we might "uh ......" the.
To understand the difference between them, it is necessary to understand both the object-oriented (customer), product characteristics (product), business model (business). This in turn corresponds to article three of the following three headings:
- Customers and users
- Tools and toys
- Entertainer and prostitute
The following analysis does not necessarily apply in all 2B and 2C product, but in general both have these differences. Below thin to have been.
1. customers and users
To understand the difference between the two of them look for objects What is the difference. 2B is a product-oriented customers, what customers and partners a simple layman's terms is the money, they are usually a business. Individual users are users. That article said customers 2B client, the user refers to the user 2C.
Customers are rational, the user emotional bias
To give an example. Two-eleven now basically become a full name of the carnival, many people have to eat dust chop hands. Why?
Yeah cheap (cheaper on the surface ha ha), an impulse to the heart of a lot of people on a variety of hard to buy. But we rarely heard 2B products engaged in a big promotion. The reason is simple Yeah, one corporate procurement is planned arrangements, may also need a variety of financial approval, it is unlikely to happen in your business will need to purchase promotional time; the second is the procurement of business is to consider input-output ratio, but not because you play a little discount on the purchase decision, but not the same individual users, had been considering whether to buy a cleaning robot, not cost-effective to buy it that expensive, but suddenly see a two-eleven 50% off, which under the pretext of impulse will have, after all, and so miss the amazing year.
Customer care is the ROI (input-output ratio), users want is to play cool (to meet a certain weakness of human nature)
For example, the same is going to sell your product, BD a 2B and 2C a common approach BD is not the same. BD 2B may be repeated with Amway business owners can bring their products to enhance the efficiency of how much, how much money you could save, how much can increase productivity and so on. . . In fact, sum up the essence of what you buy our products, "input-output ratio" is high. The BD may be a 2C will play the emotional card, say friends around you are playing, everyone says fun, you do not want to try ah. . . Emphasis is on "fun, cool."
Why is there such a difference?
It is necessary to peel the layers to see what the essential difference between customers and users Yes. That is what the customer enterprise, is the definition of the enterprise. We all learned in high school politics "refers to the corporate-profit economic organization" to achieve the purpose of making money, then of course you have to pay every time consider carefully dig worth the money, or that are not paid out earn back more, or not worth. For example, companies have been buying the CRM system is to improve employee productivity, reduce costs less to recruit people, so this money is the driving force enterprises to purchase the CRM.
Users are individuals, there is a weakness of human nature, such as laziness, greed and so on. We often say that the product must be in order to meet certain needs of the user exists, and that demand is coming from, or the root of some of the weaknesses of human nature. As one of the most common examples of such micro-channel, which is to meet the weakness of human nature? Just a few can say: greed, vanity, laziness. There is a piece says there is a social product development path "began about X, sung in the show off, decline in chicken soup, death in the micro business", maybe this is not quite accurate, but have to admit that very often made circle of friends is not just to tell others I have done things which high force grid, essentially showing off, micro-channel to meet this scenario is the vanity of human weakness. Also, the reason why many people like to look at some number of public Chicken Soup articles, such as "teach you to be successful ten XX", exactly what kind of articles to seize the weakness of human nature lazy, too lazy to move a lot of people always imagined After reading these chicken soup will soon be successful.
Customer size of the points, the user is basically the same
Our customers mentioned in the article are references to the 2B product-oriented enterprises, users are references to 2C products for individuals.
Business is big or small, and micro enterprises 10 individual small businesses and 100 individuals is not the same, the same 1,000 people medium-sized enterprises and 10,000 individual large enterprises is not the same. Or more precisely the size of similar products for different companies their needs are not the same.
For example, the same need for internal communication products, we have 10 people sitting in a corporate office, you need to turn to discuss direct roar of a voice, just need the product of sound propagation medium - air on it; but if it is 100 individual small businesses You may roar of a voice not so easy, because not everyone you are particularly familiar Moreover seat is not necessarily from the close, this time may need a micro-channel group to facilitate communication; but if it is 1,000 medium-sized enterprises, cross-sectoral collaboration on a lot of great chances, a lot of time looking for people who do not know, the other side may not play dead for a long time back, the other says no you can not, call it not so easy, anxious.
How to improve the efficiency of communication at this time is particularly important. So nails "read, unread" feature is very popular with this scenario, the other party to see whether the play dead is not read, if not it can be read by voice or text message "nailed it", and then not direct nailed phone. Therefore, it is suitable for medium-sized nail this product. That enterprises with more than 10,000 people, it might native nails may not be able to meet their complex collaboration needs, we need more customization features, such enterprises or to develop their respective products, or to use the interface provided by nails or find yourself ISV development, which is the reason for ISV nails will be introduced.
So, 2B products of different sizes have to consider the needs of their customers similar tools is not the same, the face of such problems as providing 2B products companies generally have two way, first it is to provide a most basic prototype, and then find partners to create an ecosystem, so that a variety of partners to provide products and services for specific types of businesses on the basis of the prototype.
Like in recent years, relatively hot cloud computing industry, the industry product level it is clear that the bottom is divided IaaS, the top layer is PaaS, then a layer is SaaS, the top level is DaaS, the reason is that many types of business needs it is varied, any of the layers are unable to meet all customer needs, so they need a win-win ecology. The second is provided as 2B products, the company offers several different types of products their own good, for different types of businesses respectively. Such as Microsoft's database is such a typical example, the amount of data provided to excel not only thousands of records such as the use of micro-enterprises, enterprises need to provide access to a database of tens of thousands of pieces of data processed using sql server to provide needed of millions of pieces of data are processed in large enterprises.
It says that 2B products for customers are big or small, let's look at the basic 2C products for users is the same.
As another example of micro letter, from status, income point of view the user's micro-channel is vastly different, but from the point of view of human weakness to meet the micro-channel point of view and there is no difference between the users. And a successful person is a poor student who has laziness, vanity and other weaknesses. But the extent may be slightly different, they all have a circle of friends through a variety of needs sun, but the sun things might just not the same. So as a product of micro-channel 2C, it is theoretically able to meet all users' needs.
2. Tools and Toys
Part 1 we have been analyzing different 2B and 2C product-oriented object. Next we look at the difference between 2B and 2C product characteristics, the overall generalization is the difference between "tools and toys" of.
First statement, two types of products for small series and there is no emotional bias, both no distinction or distinction, 2B partial production of the product characteristics so collectively referred to as tools, 2C partial entertainment product characteristics so collectively toys.
Both difficult to understand why a partial tool, a partial toys. Source product demand, the main demand is the customer / user. 2B is the main demand of the product business, while the company's core function is the production, of course, you need to produce tools, 2B tool on the side of the product. 2C is the main demand of individual products, people like to play, play is the so-called recreational activities, and therefore 2C toy products on the side.
That distinction tools and toys, what does? At least we can distinguish the target from three aspects, life cycle, ease of use.
The main objective of the tool is cost-effective, the main objective is fun toys
The main objective of the tool is cost-effective. Price includes two indicators, one is the performance (or efficiency), and the other is the price. Not difficult to understand that competition among enterprises is essentially productivity competition. So corporate procurement tools (2B product) is certainly in order to improve production efficiency, such as various CRM systems to improve the efficiency of customer management, database systems to improve efficiency and recording operations. On this basis, then the lateral compare the prices and cost of the most appropriate course. So to attract businesses to buy goods, the two most important indicators 2B products have to consider is the efficiency and price, or cost-effective.
The main objective of toys is fun. Fun refers to the user experience to do good, the good of humanity overtaken. What is the user experience to do good? My understanding is that we can just meet human weakness experience is a good experience. "Do not make me think" the authors say a good user experience is the most important principle is to try not to let the user think. Talk is to meet our customers "lazy thinking" this weakness. For example, we all feel micro-channel user experience to do well, which is a little simple, fool can use to meet the "lazy," the weakness of human nature, plus some other features to meet the "vanity (showing off)" "peeping" and other human weaknesses, can make products become fun, only fun to attract more users, which is the target product 2C chase, because many 2C product business model is built on top of a huge base of user groups ( the third section of this article on business model analysis).
Lifecycle tools longer life cycle than toys
Products are all life-cycle approach.
Why 2C with respect to products, 2B longer product life cycle? First, because the 2B products as a tool itself is more complex, the development of such a product requires a lot of industry experience and technology accumulation, so a product once or 2B was recognized by the market will be able to build experience and technical barriers. Second, 2B basic products will be purchased, and once corporate purchasing the product, the staff are also familiar with how to use, and back to the new product cost is relatively large, so the willingness to replace relatively low. For example, such as database systems oracle, is facing large enterprises, from about 1970 to now 40 years still exists.
2C is a fun product exists, the same needs when the new product is more fun when the old product life cycle may be facing the end. For example, after the introduction of micro-letters and qq, SMS was replaced, the same communication products, and micro-channel qq it a lot more fun. One might argue that because SMS charges, this is not the most important reason, even if the text is now completely free estimate, not many people use, because micro-channel can be more than a message, but also made a variety of expressions, images, voice, video, user experience not a little good, that is more fun than micro-channel messaging is not a little, it was natural the former replaced the latter. The same micro-channel user experience to do better than qq, so a few years after the introduction of micro-channel subscribers has caught up qq. When the micro channel is tired, it was found that when the next XX more fun, micro-channel will also be replaced. Article contrast ratio of under two years ago, and now the circle of friends of friends will know the original. Also, the products are also a variety of games 2C, generally will not have decades of life cycle, the legendary game industry's "World of Warcraft" Up to now there is 20 years, this is a miracle. Toys are to meet human weakness exists, and comparison tools shorter life cycle.
Tool is more complex and difficult to use, easy to use toys
In general 2B product more complex and difficult to use, 2C product easy to use. why? On the one hand, 2B is a tool used to produce the product, rather than the usual human life, the use of tools often are not human instinctive behavior, but in order to accomplish a purpose to learn the skills, and therefore generally have to go through training and learning will be used. On the other hand, this is the main objective and 2B product is "high efficiency" relevant, when the resources are used to build the efficiency of the product, when used in the experience of resources will inevitably inadequate. 2C target product is to use, so the user experience to do well in order to win customers, imagine a 2C product requires the user to hold instructions say to use that to make the user experience much worse, basically been eliminated, just like before full-keyboard phones, of course, will be eliminated smartphone.
From the target product life cycle, ease of three point of view the difference between 2B and 2C products, from the above analysis should be able to feel how much it: 2B partial product tools, toys 2C partial products.
3. bondage and entertainer
Do not be scared title Ha, is to accommodate the format of the previous two titles so summed up such a phrase. This part mainly from the perspective of the business model to analyze the difference between 2B and 2C products.
Let me talk 2B product of "bondage"
The reason why 2B product business models such as "prostitute" because 2B is the real deal crunching, like in the contract signed their life away. That 2B product developed to directly make money. 2B product that is born from the very first day we should consider how to make money. In general, if a product 2B can be hundreds of thousands of customers have particularly large amount of users of the product, unlike 2C at every turn is the product of millions or even billions of users. So take the indirect cash, cash flow method does not work by the. And imagine if a production tool which is inserted into a variety of advertising, how was affecting productivity. On the other hand, cost-effective tool for business is willing to pay. Naturally formed a realization of direct business model, revenue through the "bondage" approach.
2C product is "entertainer"
2C product business model is usually indirect liquidity, "fleece out on the dog." By developing the product needs of users, the product experience well, in order to attract users to use. The product itself is free, such as Baidu, Alipay, micro letter and other products. Under the premise of a large enough amount of users, by advertising, ranking, etc. for cash, they are essentially indirect cash flow business model. It's a bit like the streets of bad behavior, we must first do small performances in the streets over again come up with something truly want to sell. So called "entertainer." The reason 2C products can do it, because the user base is large enough, when the marginal cost a great amount of time each user in the user tends to be gradually reduced or even zero. For example, 10,000 people use the micro-channel, and 10001 personal use Tencent micro letter of the cost is almost the same. When the user is large enough revenue generated by advertising is very impressive, while still achieving drainage, to guide the user to a variety of applications to achieve cash.
This article from the object-oriented products, product features, product three major aspects of the business model of the difference between 2B and 2C products for analysis. The difference is in fact far more than these three areas, between 2C and even different products, but also bad days to do, but a high degree of abstraction that we will have some comparability.
Author: Frank, public number: Wu brick home. Paizhuan very welcome, look forward to writing more stuff to share.
This article published on everyone is a product manager from the @Frank original. Without permission prohibited reproduced.