Apr 10, 2022
In Cold Season
Changes in the channels through which users acquire new products In the past, app developers had to go through the app store to acquire customers. As long as they were recommended on the mobile terminal or promoted through promotional activities, the number of new users would increase rapidly, but now, social networks and self-media have become the main traffic, Douyin, Instagram, video apps, etc. APP advertisements can be distributed, and the number of customers acquired by the app store channel is greatly reduced. ASO is no longer the key measure that is most valued by the boss. 3. Users are no longer fresh In the past, in any field, as long as you satisfy the novelty, you are the pioneer of the entire industry. For example, more than ten years ago, customers could only shop online on the PC side. Suddenly, someone found that mobile terminals can also shop online, and they could seize the opportunity to occupy the mobile terminal traffic market; Inke Live was also the first company to broadcast live on the mobile terminal, and immediately seized the opportunity. The live broadcast market of mobile Internet. But now the market in various industries is saturated, users no longer have a sense of freshness, and products are not made fresher, but stronger. Every year, some phenomenal products are produced, such as the two-dimensional filter developed by Toutiao, which can change the photo from a real portrait to a partial two-dimensional style; the AI developed by Momo can change the face, and change its own face to the face of a star, etc. These phenomenal products detonate very quickly and flow very high, but they disappear very quickly. With the increasing demand of consumers and higher and higher Phone Number List requirements, they must continue to strengthen in order to occupy the market, and the temporary freshness can no longer attract users to retain. 4. Less time available to users In the user's mobile phone power statistics, at least 50% of the power is reserved for WeChat, Weibo, Douyin or some apps that users often use, and users have no extra time to explore and consume new applications. Based on the environmental changes we are facing today, we will tackle bigger challenges: 1) New growth slows down and cannot afford to burn money At present, a new user in some industries has reached 1,500~2,000 yuan, and the online education field has even reached more than 2,000 yuan. Such high customer acquisition costs make enterprises discouraged. 2) Low cost of user migration In the 2G and 3G era, you need to connect to wifi to download high-traffic APPs, but now traffic is not so precious. The iOS13 updated in 2019 cancels the restriction that apps cannot be downloaded more than 200MB under the mobile network. When the user experience product satisfaction is low, immediately transfer to other Products, migration costs become lower, and it is difficult to retain customers.