How to create explosive products in the Internet era? ▏The Strategy of Exploding Products

Recently, I've been reading a book, "Explosive Product Strategy: the Story, Logic and Methods of 39 Super Explosive Product Cases".

What do you think of when you talk about pop-ups or pop-ups?

I think of pop-up text, however, what is introduced in this book is not pop-up text, but the Internet era, creating pop-ups to be able to develop rapidly in the Internet era. It's like the WeChat red packets and droplets in recent years, and Brain Platinum many years ago. All are in the trend of the times to become blooming out of the explosive.

So, about the explosive products, and how to create?

The explosive product in the Internet era is "user-centered", is a killer hardware experience, killer software experience, and even let the user become a fan.

To give an example of the closest to life, WeChat red envelopes, which as the hottest explosive in recent years, it is from the red envelopes of the explosive function of the explosion of the market, to become a breakthrough product and then to the application of WeChat, drip taxi and other platforms. Her explosive path is divided into three: 1. explosive function; 2. explosive products; 3. explosive platform.

Explosive product as a super single product revolution, is a single product research to the extreme, so that it adapts to the needs of the general public to become a killer application, a high-quality in line with the psychological needs of the people's extreme single product, and then create an explosive level of word of mouth effect. These three explosive point of view need our attention.

Summarize the essence of the explosive products:

1. It is a qualitative change triggered by the user interface, rather than a material revolution;

2. It is the business model of the subversion of the hardware for free;

3.

4. Explosive: an extreme single product + killer app + explosive word-of-mouth effect.

The traffic we are talking about here is not the traffic we usually use to access the Internet, but refers to: the flow of customers or people per unit of time.

**The essence of all business is traffic. Whether it is a traditional business, or Internet business, traffic determines all business everything, determines the nature of the business model, determines the business of life and death and warm and cold.

**

And the traditional business ("traffic bright forest") of the three major traffic management methods are: stores for the king; channel for the king; brand for the king. These three ways many people know, then the Internet business operation mode you know?

The Internet is known as the "flow of the dark forest", the author of the golden knife will be compared to the Internet as a dark forest, each company is a hunter with a gun.

In the face of the reality of traditional business, the Internet is the dark forest, inside the dark knife surging, each company will face more is "cross-border robbery", and even face the diminishing returns mode!

The traditional enterprise traffic model and the Internet era traffic model is a completely different world, is two very different by the Xi rules and world view. In the tide of the Internet, today's brilliant flowers, quickly become tomorrow's yellow flowers. In this endless darkness, only explosive products can bloom a firework, seen by more users. A few small fireworks won't do, and they will all be quickly swallowed by the darkness.

Traffic is the first competitiveness of the Internet business model, is the company's life and death line. The most terrible opponent is the invisible opponent cross-border robbery; and decide everything: user experience drives everything.

Value anchor as from the user's point of view, from the user's pain points, product screaming, burst marketing and other dimensions, to find their value anchor point to make a judgment on a product.

So how should you create a value anchor?

1. Create a perceivable user experience that must be directly perceivable.

2. Make big cuts around the customer's value chain.

Another three interesting thinking attached to the pop-up:

01 "eat soft rice" : Internet companies, manufacturing and value-added and service synchronization; hardware and soft armor synchronous development; channels and fans synchronous do it.

02 "brain dead" : Do not think like an expert to do products, but to learn to think like a "brain dead".

03 "product manager" : The product manager is the first advocate for the user, and even challenges all the processes of the company, more likely to represent a value.

On the value anchor, not a decade of grinding a sword of great innovation, but subversive micro-innovation, that is, innovation is all user-centered value chain innovation, with tiny hard needs, tiny focus, tiny iteration, to find the user's pain points, so that the product screams, triggering the user's word-of-mouth marketing.

This book seems to be for the Internet business books, but it is closely related to our lives, drawn from life, the audience for the general public, a company can create a pop-up, that pop-up is definitely drawn from the user, for the user.

And it is not only a commodity, but also a kind of craftsmanship!

The book introduces the story, logic and method of 39 super explosive product cases ah! Next book review I will introduce the Golden Triangle Law of Explosives and Explosives Strategies and Pitfalls.

I hope you'll get something out of this book

I hope you'll get something out of this book.