Why is Internet thinking not suitable for AI products?

1

Why Internet thinking is not suitable for AI product ？

Concentrate on reading in one day 《 Hard war 》 This book , This article is mainly a personal reflection and summary after reading this book . Cervical pain . Okay , I don't say much nonsense ,Let`s go.

2

AI A brief history of hardware

since 2014 Amazon AI sound Echo Since its spread in the United States ,AI Consumer grade products quickly swept the entire market , The main product forms are 13 class ： mobile phone 、 watch 、 The headset 、 Unmanned aerial vehicle (uav) 、 Photographic camera 、 toy 、 Home Furnishing 、 glasses 、 sound 、 Translation machine 、 TV 、 Home monitoring 、 robot ,AI+ The hardware market has gone from blue ocean to red ocean , Homogeneous products continue to flood the market , Finally, the giant's low price strategy “ harvest ” The whole industry .

3

AI The difference between products and Internet products

The application carrier of products in the Internet era is software 、 Webpage 、app、H5、 Virtual services such as applets , Software services are often based on user experience 、 Product is king and goal , The cost for users to replace products is almost zero , Just click a button to use and uninstall , Product managers adopt agile development , Small step run 、 A strategy of rapid iteration , According to the market 、 User feedback quickly optimizes iterative products .

AI The product carrier of the times is hardware , There is a real cost for users to buy and use a product , Whether users choose products or manufacturers design products, they will adopt “ Focus on thinking ” Pattern , Because hardware development requires holistic thinking , From a market perspective , Involving hardware scheme selection 、 Supply chain selection and other steps , Update iterations are often in years , Less is half a year , One more year . therefore , At the beginning of the project, we need to take soft 、 Overall hardware experience , Whether the product can meet the final expectation , In addition to these, development costs should also be considered , Sale pricing , The product must be fully verified before mass production , We must hit the market with one hit , Otherwise, this product is a failed product .

4

AI Game strategy in business war

Doing business is like fighting a battle. , From product design , To competitive strategy , To business strategy , Interlocking , Step by step .

Product design can follow “ Barrel effect ”, The lowest baffle determines whether the product can be sold , The highest baffle determines whether the product sales are good or not , To do it “ Multi sided without short board , Drive on one side ”. However, the extreme function of the product , The corresponding increase in cost , The consumer market corresponding to the product will change , Selling and not selling is a game of functions 、 It is a game of price .

AI The development of products needs to go through three stages ： Explore 、 Development and maturity . The product concept is vague in the exploration stage , The direction is not clear , The future is uncertain ; At the development stage, the product has clear goals and prospects , Mainly optimize the product experience , Improve the short board , Magnify the advantages . When the product enters the mature stage , What we are facing is a price war 、 Subsidy war . As a product manager , We need to have insight into users 、 product 、 Market and technology development strategy .

Before product design , First of all, we need to make an overall plan for the product , Including product style , Product function , Product price, etc , That is, holistic thinking ; When users buy products , Because of the cost of hardware , Therefore, the premise of purchase and use will be more important , The decisive factor for users to buy a product is not whether the product is good-looking or not 、 Whether the function is optimal 、 Is the price the cheapest , It also uses holistic thinking , Users often don't buy the best products , But the most appropriate product , Product design is also user-centered , It is not a simple product with extreme single point functions , A good product needs a proper shape , Through the value and reasonable price .

There will be competition if there is a market . Before the product enters the market , There must be a competitive strategy , Otherwise, the price war will drag down the product . I have also done Taobao for some time before , I also have a superficial understanding of price competition , Low price is the way to increase sales , But not a good way , Your price is low , There's always someone with a lower price than you , A single product can easily be crushed by competitors or competitors of higher dimensions , For big companies , You can make single products 、 Product chain , The order of product ecology gradually establishes barriers , What about small companies , We must avoid the situation of direct competition with large companies in the early stage , Consider these issues before the arrival of the red sea or at the early stage of product definition , Consider the differential development of micro product elements and macro strategy , To survive in the cracks , Try to enter the market segment , The most important thing to keep the company alive , It is not advisable to strike stones with eggs .

5

Game cases that can be used for reference

About the commercial war , Business strategy , The original book mentioned three hardware companies , They are Dajiang 、OPPO、 millet ：

Dajiang UAV , To meet the needs of users , Actively develop different prices 、 Different functions 、 Products in different markets , Actively lay out the layout to meet the challenge , A pre-emptive strike , To attack by surprise , Occupy different market segments , Make your opponent seamless , Today, it still occupies the top position in the UAV market .

OPPO mobile phone , In apple with performance 、 Huawei uses functions 、 Xiaomi is in a competitive market with high cost performance ,OPPO Take the female market as the breakthrough , Focus on taking photos with your mobile phone , Before and after 2000 ten thousand , Soft light double shot , Light up your beauty , Successfully occupy a place in the market .

Millet ecological chain , Xiaomi is a hardware and mobile phone company , Start with hardware , But not hardware , It relies on Internet services to make money , Always occupy the market with high cost performance , Wherever you go, harvest at a low price , The company has different profit dimensions , Compared with competing for price, it will undoubtedly lead to death .

6

grasp AI Users of the product expect

Software products involve labor costs , Development time , The purchase cost of the server , And behind the products in the hardware field is the feasibility of the project 、 Stability of performance 、 A series of problems such as product cost , The function that users want is not only the realization of the function , What's more, the degree of function realization , Grasp the expectation of the product , Because once customers buy , It indicates that the product carries the expectations of users , Not meeting user expectations , Users complain , It indicates that people around users will not buy ; Only meet expectations , All functions are within the scope of users' imagination , Is reduced to an ordinary 、 Plain products ; Exceed user expectations , Users scream , Will spread around , And word of mouth is the best marketing means . In the expected design of the product , Do not blindly pursue the functions of mass users to have more experience , More attention should be paid to the user's purchase decision logic , Instead of doing better in the existing functions of other products , It's better to focus on specific groups , Build more screaming requirements , So as to find a must buy path for a specific group of people .

7

Why is Internet thinking not suitable for AI product

User experience is the most important of Internet products , Measuring user experience is based on the five elements of user experience , The measurement index is the daily activity of product flow (DAU)、 Monthly living (MAU), The charging strategy is to use free 、 Membership fees 、 Function charge 、 Advertising charges are profit points .

Five elements of user experience of Internet products

Look again. AI Hardware products , User decision is the most important , User decision is reflected in whether the user decides to buy the product , The measure is product sales , Daily sales 、 In sales . The charging strategy mostly charges for products 、 Maintenance charge 、 Service charges, etc .

The theoretical model of consumer purchase decision

The two different products reflect the differences of product thinking mode and methodology from various dimensions , The syllogism of how users buy products , The first is to meet the needs , What users need is often not the best one , It's the most appropriate , There is no general standard ; The second is the differentiation comparison of similar products in the market , There is no absolute difference between good and bad , When other functions are similar , Are there any highlights of the product , Whether to impress users ; Finally, payment recognition , Users' recognition of the product brand , Affirm the quality , Is the price reasonable , Is it within the expected range , User acceptability . At the beginning of product design , These factors need to be taken into account , Therefore, it reflects AI Holistic thinking of products .

8

Conclusion

future , More intelligent hardware products , Will enter our life , These products need real sales , Really integrate into the family , Solve the problems in people's daily life , Not a concept , An idea , Want to land , We need to go deep AI Product methodology of the times , as well as AI Product thinking .