First of all, frequency refers to the frequency of demand generation, and the frequency difference will be very large for different demands.
Some needs will appear once or even many times a day, such as take-away and travel; Some needs appear almost once a week, such as watching movies; Some needs may appear once a month, such as paying utilities and paying credit cards; Some needs appear once a year, such as auto insurance and outbound travel. ...
Under the same conditions, we are certainly more willing to do high-frequency product functions. I was in charge of Tmall integral system, and there was a lot of information about integral to be developed. In the early version of the product, I made some simplification: every time the buyer makes a purchase, the integral change message needs to be done first; The reminder of the expiration of user points at the end of each year can be taken slowly, and it can be solved manually first.
But the frequency of some demands is not so high, and we are willing to do it. For example, there are many products aimed at the wedding market. This is because of the high complexity and high unit price of these individual requirements, and there is a great value space for mining. Although the frequency of take-away demand is relatively high, each order is usually around 20 yuan. Although the wedding is only once in a lifetime, the demand behind it contains many points-tens of thousands of wedding photos, hundreds of thousands of banquets and tens of thousands of honeymoon trips; We also need to buy some peripheral products, from wedding candy to cars and houses, which have at least several million potential market values.
We can draw a simple four-quadrant diagram, as shown below: the horizontal axis from left to right indicates that the demand frequency is from low to high, and the vertical axis from bottom to top indicates that the demand value is from low to high.
In general, high frequency requirements are unlikely to have a single value that is too high. There is a simple reason. The demand of once a day 1000 yuan can only exist in an extremely small local market, and the public generally does not have that strong spending power. On the other hand, this demand for high quality has long been completed.
Therefore, in the four quadrants above, there is little demand for high frequency and high price, and the demand for low frequency and low price is not worth doing. What we really see is the demand of the other two quadrants, either high frequency and low price or low frequency and high price. So, are there any routines for these two demands?
Common strategies are as follows: First, use high-frequency and low-cost requirements to catch users, because there are many opportunities for high-frequency scenarios to interact with users, while low-cost light decision-making scenarios can lower the entry threshold for users and easily attract new ideas and drainage; Then use the demand of low frequency and high price to make a profit, because the unit price is high, the cake that can be divided is big. This order is adopted because there must be a large number of users as the basis, and the total low-frequency demand is large enough.
In other words, "high-frequency and low-frequency" is only applicable to market scenarios that divide users in the early stage. As time goes on, the value of low frequency demand must be considered.
Give a few examples.
Automobile aftermarket (refers to all kinds of consumption after buying a car) increases the number of users with high-frequency and low-cost car washing and refueling scenes, and even captures users through subsidies, and then earns profits with low-frequency and high-price insurance, maintenance and car repair.
In the field of personal finance, we first use high-frequency and low-cost scenarios such as bookkeeping and microfinance to innovate, and then use low-frequency and high-cost scenarios such as lending to make money.
In the medical field, first use registration and light consultation to catch users, and then use critical illness insurance? What's wrong with you? Related consumption makes money.
Your example is very popular. ...
"demand frequency x single value", whenever you want to frequency in the future, you can think of single value synchronously. In a word, high frequency catches users and low frequency makes profits.
PS: Of course, the last sentence also has its applicable scenarios. ...
Iamsujie, the former product manager of Ali, wrote that everyone is a product manager, and Taobao products have been a product manager for ten years. Now he is an entrepreneur and the founding partner of Liangcang Incubator.