Outline
Two classic portrait tells users
What is a user portrait
Users portrait, also known as user roles, as an effective tool to outline the target user, contact user demands and design direction, user portrait has been widely used in various fields.
We tend to live in the most plain and close to the words of the user's properties, behavior and expectations banded together during the actual operation.
As a user role on behalf of the actual user virtual user portrait is not formed from the products and markets outside the building out, users need to have the main role in the formation of audiences and target groups represent the performance on behalf of the product.
Portrait of a sheep with grass
Image analysis
If I have a lawn, I was on my lawn sheep, so I have to have first sheep .
If that sheep can survive on my lawn, have a good time, then my grass is no problem, I can introduce more sheep.
More than a sheep, you will find sheep is the key, and why?
Because a sheep can control a lot of sheep, you do not have control, we do not have control of those lambs, sheep will pipe.
As long as there are sheep, the sheep will be gathered.
There will be more sheep wolf , wolf more, I'll fold up, and then the wolf charges.
Almost all of the Internet community, and are in accordance with the scenario described in the user do.
Key role: first sheep
Your lawn will come up first sheep, then the sheep eat a mouthful of grass, dead.
What is the first sheep that? That you ushered in the first user , the user to play a bit left, then do not come, is called "dead."
How to do, indicating that this time should be to polish your product, rich grass your lawn!
So if you have a sheep, or the need to come back to solve the problem on your own grass.
Then you have a lawn, ushered in the first sheep, the sheep eat a mouthful of grass is not dead, but did not enjoy, this is what does that mean?
Is that you have a product to a user, then the user with a moment think it can be, but not so cool.
This time you can introduce more sheep do?
That you have to start promoting your product yet?
Of course that does not, in fact, this is still a problem with your grass, your product questions.
So test your product, in fact, you do not need other conditions.
First, there must be the first sheep;
This sheep here very well, a lot of fun, it got instant gratification;
Then we can introduce more sheep, that is, products can be promoted.
Products need to do to improve my effort, your heart is very hard, not kid ourselves, do not lie to feel good about themselves.
Do not think the event will be to promote other like sheep. Can not do this, you first find the sheep from the start.
The first sheep is the most critical role.
You find this user, he can get instant gratification at you here, a lot of fun,
So for these sheep, to do promotion for users of the same user, your product can be quickly opened.
Key role: sheep
The development of the entire ecosystem in the end, the core is sheep.
Core resources across the enterprise is going to maintain sheep, as long as there will be a sheep flock.
Sometimes called a lamb called expressed dissatisfaction, we do not control, because of limited corporate resources.
What sheep?
Self-organization is the leader of the flock, he can be better managed by the flock of lambs.
When you appeared sheep on grass, sheep flock tube to start their own time, what this could mean?
In fact, this represents the beginning of self-organization, you begin to have a network effect.
For example, the moderator of the forum, YY Association boss, microblogging big V, heavy users, Taobao shopkeeper.
When you want to evaluate a product or a company's network effect how much time, a very simple way to assess it is to count the number of sheep.
I thought you might have heard Zeng Ming speak of "Business Intelligence 20 stresses", which comes to the future of the core business of the double helix: data intelligence and network effects .
The grass, the first sheep, sheep and wolves is a classic user group portrait.
In fact, basically all play network effects of the Internet, play community, this group of users are used to open his portrait ecosystem.
Key role: Wolf
B2C products, the B-side to the toll, the wolf is the B-side. eg: Jingdong, Taobao
Source of income at the C-terminus, a small amount of sheep sold to the wolf, picking up their own wool. eg: Tencent
Portrait of two, Ming dynasty, simple-minded, small and busy
Another set of user classical portrait is what I do, there are three core characters, called the Ming dynasty, simple-minded, small and busy.
In this portrait of a user, the first user called Ming dynasty.
Daming features:
Daming their needs very understanding, very clear. He's looking for core price or hard goods.
Jingdong service is actually located in the Ming dynasty, so the standard of competition Jingdong almost always win. why?
Since the Ming user is extremely simple, he wanted to do is two things: First, they have to search; Second, the ratio of the price.
Jingdong advantage of body mass increases, the ability to squeeze the supply chain is growing, so it is the user's service capabilities Ming is getting stronger.
Now some B2C category temporarily have a chance, in fact, Jingdong fire does not extend there.
Electricity supplier standards, as long as Jingdong to do, do not need meticulous operator will be able to overwhelm other businesses, and why?
Because the Ming dynasty to the user is the price and efficiency.
Daming Another feature:
Daming user also has a feature, he did not loyalty.
For example, a man, he bought a shirt, buy the left, no more, look at other things.
Easy to Hang Zhou car founders have a friend said to him: " My loyalty to you is 10 dollars to use and easy to use software other taxi, if the difference is less than 10, then I would easily choose to. but if spread over 10, sorry, I'm finding out who is cheaper. " this is the Ming dynasty user.
Simple-minded characteristics:
That I have about the demand, but not so clear.
If you buy a shirt that men are Ming dynasty, the woman buy a dress is simple-minded.
Because the purpose is not to have a girl efficiently and quickly find what they want,
But to the East see the West look to see what she does not know what she was not seen, could not resist buying it will see much the same.
Finally, buy things and what she originally wanted or not relevant, it does not matter, this is the simple-minded users.
Taobao, especially after the upgrade Taobao intelligent, more simple-minded users of the service.
Ma said Taobao is an entertainment company, and why? Because every night 20 million girls shopping on Taobao, nothing to buy, is visiting.
Simple-minded character transformation
However, if simple-minded determine what products to buy, then the next second, 70% -80% probability, simple-minded, will become a Ming dynasty, and then began to pursue price.
A classic scenario is to buy things I find inspiration in the watercress thing, then go to buy the cheapest one on Taobao.
Small leisure features:
I do not have consumer demand, I came to pass the time.
If Baidu, Jingdong service Ming, service Taobao simple-minded, so Tencent is actually a small leisure services.
QQ chat because idle, brush micro-channel circle of friends or because busy, because you play the game is still busy.
So you at any time of a free, open Tencent's products will be able to help you kill time.
So Tencent users to go to games and video conversion, the conversion rate will be very high, why?
Because users play games Ye Hao, watching videos worth mentioning, in fact, because he is busy, busy little along the established path of psychological needs and behavior continues, continue to pass the time.
But if you want a small free flow of Tencent's business shop into electricity, the effect on the poor, and why? Because the scene is wrong.
In short, a person to come here is to pass the time, if you suddenly let him buy it, he would think he did not do mental construction, he did not expect this.
In fact, not only Tencent, another free service small communities, such as Tianya, watercress, ant nest, do products with their user community trade diversion effect of all kind of general.
This lecture summary
Ming finished, simple-minded, small leisure, you will find that the Internet BAT is to serve users of these three classic rose up.
Baidu services Ming dynasty, what you want to say clearly, I can help you find;
Taobao simple-minded service, no matter you come visit it, there are endless things to you;
Tencent services the small busy, idle time all right, open Tencent any product pass the time.
What is the relationship of these three users and the sheep meadows and above what is it?
Regardless of Ming dynasty, simple-minded, small and busy in fact sheep, you want to serve specific kind of sheep, you must follow the Ming dynasty sheep, sheep simple-minded, small leisure sheep, the sheep of three different needs, to manage your lawn, making your product.
So to specific pain points, itchy spot, cool points, you have to Rangda Ming sheep, sheep simple-minded, small leisure sheep according to his psychological expectations, you eat a grass, eat happy if it could not do without.
Just finished a sheep, in fact, there is the role of a wolf, wolf then who is it?
For B2C companies concerned, if you are charged to the B-side, that is actually the wolf is the B-side.
For example, like Jingdong, Taobao, in fact, they are upstream to make money, so businesses are wolves.
For that Tencent it?
In fact, Tencent's main source of income is not in the B-side, but at the C-terminus, so we can say that Tencent will put a small number of sheep sold to the wolf,
But it is mainly by shearing to become a great company.
