场景实验室创始人吴声:“超级用户”养成指南

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这两年,“超级用户”这个词被频繁提及,简单来说,超级用户是相对普通用户的一个概念,就是通过付费筛选出来的“真爱粉”。

在去年的跨年演讲中,罗辑思维主讲人、得到创始人罗振宇说:“曾经的互联网,那是一个伊甸园一样的时代。到处是飞禽走兽,到处是食物。大量的人口,正在涌入互联网,那个时代用流量思维,也还合理;但是随着流量越来越贵,我们不得不走出伊甸园,那种伸伸手就能在树上摘果子的时代,再也不会回来了。”

所以,我们必须“从狩猎采集时代进化到农耕时代”,也就是“从流量思维向超级用户思维过渡”。

很多人在听完这段演讲后激情澎湃,纷纷宣布:告别“流量时代”,拥抱超级用户。

但是问题来了,超级用户从哪里来呢?

12月9日,场景实验室创始人 吴声做客 水滴产品学院,为我们带来他对超级用户思维下新商业战略的观察。

奉上吴声老师的独家分享,以下。

 吴声:“超级用户”养成指南

场景实验室创始人

新物种实验计划发起人

01

Netflix的超级用户机制:

原创内容+爆款模式+付费用户

原创内容的重要性,已经到了令人惊叹的地步,谁拥有独特的原创内容,谁就会成为这个时代具有用户黏性的隐形玩家。

我们不妨看一看Netflix,虽然现在总市值跌到1200亿美元左右,但是它依然是2018年非常成功的明星企业,尤其它在Q3季度报显示新增696万付费用户,当时震惊了华尔街,它的股价一度大涨10%。

2

Netflix在做什么呢?它是全球付费用户最多的内容平台。Netflix超级用户机制是通过原创内容加速付费会员体系的构建,也就是原创内容+爆款模式+付费用户这样一种简洁优雅的商业模式。

的确在这个过程中,用户的重要性被史无前例地置于最高优先级。对于与HBO越来越白热化的竞争,Netflix认为自己在内容上成为HBO的速度会远远快于HBO在技术上成为Netflix的速度。现在这点已经被证明了。

2

Netflix就做一件事:自制精品原创内容,他们怎么做呢?他们甚至会针对使用iPhone SE(苹果公司2016年3月份发布的一款4英寸智能手机)的用户成立专门的适配小组。因为iPhone SE用户和Netflix用户都是精英受众,具有高度的匹配性,这样一个更高精度内容匹配模式就形成了。

哈斯廷斯(Netflix创始人、总裁和董事会主席)在接受彭博社采访的时候,记者问他Netflix是什么,他说:“没有什么,但是如果硬要说呢,就是会员至上,这是我们的至高法则。”

这个判断基于当代背景下产品和用户更加紧密的关系。这就是爱奇艺反复强调它的Q3会员收入超过广告收入的原因。

这不是一个信息,这是一个信号,这告诉我们以广告作为核心收入模式的中国流媒体平台和视频网站,开始走向Netflix之路。为什么说“没有广告”是Netflix的基因,因为它强调用户至上,成为会员本身就意味着去除广告。

为什么大家都在原创内容层面不遗余力呢?都是为了基于这种原创的内容,精心设计形成一种新的用户关系。它本身就是最重要的消费理由和意义。

《权力的游戏》第八季看完了以后该怎么办呢?所以在豆瓣上、微博上“哀鸿遍野”。但是从另外一个角度看,这反映了一种漫长的伴随关系,骤然的终止的的确确是最隐形的情感杀手,生活仿佛失去了意义。

3

所以,我们说原创内容已经成为超级用户的胜负手。

这里的原创内容大家不要误解为一定是自制精品剧、一定是美轮美奂的超级网综,而是能够让用户形成独特情感联系、在清醒状态下愿意把生命“浪费”在这些事物上的内容流。

02

运营用户的核心

是运营观念,输出你的价值表达

在座有没有人有星巴克的会员卡?如果有,你会发现它的积分机制变了。从12月份开始,星巴克开始实施会员加速计划。这是一种“激进”的会员计划:低成本生新、高级会员挑战、快速升级通道。

3

这种重置的会员升级模式,合理性在于它的游戏机制符合今天年轻人的社交属性。但也可能使得星巴克可能更加廉价 。因为它有一个非常致命的风险:老会员会觉得不再受重视,甚至会觉得让他引以为骄傲的荣誉,正在贬值。

新的变化没有对错,但是注意,“升级快感+价值反馈”这种激进与明确的用户机制,可能是很重要的商业能力。

放在更加长远的维度里,我们其实需要一些用户底层的考量,老用户到底重要不重要。

消费升级是精神升级、意义升级、娱乐升级、观念升级,它的本质是认知。比如星巴克的臻选烘焙工坊,它不仅仅是产品形态的一个塔尖,而且是在咖啡知识、咖啡文化、咖啡商业里面,星巴克应承载什么样的价值表达。

运营用户的核心是在运营观念,而输出价值观是最大的价值。

快手输出什么价值观?每个人都有记录自己生活的权利和能力,所以快手是记录基础设施,它的观念核心是运用了AI和短视频形成技术普惠,帮助那些没有接入互联网的人接入互联网,帮助他们进入更大的世界。

瑞幸咖啡的数字化链路,可视化、透明化的运营机制隐含一种很重要的观念:咖啡普惠。

瑞幸咖啡的本质不是精品咖啡,不是和星巴克能否共存,它的本质是数字咖啡。它代表的是外卖效率,是社会化营销,是彻底的数字化时代。

所以,瑞幸咖啡门店已不再是通常意义上的门店,而是消费者愿意完成“触点闭环”的关键点,是配送员拿到咖啡完成外卖的起点,是写字楼和商场里不为人知、偏安一隅的触点,是无限场景的即刻触达,是普惠的众望所归。

3

中国人均咖啡使用杯次和欧美国家的比例是1:20,普惠咖啡具有巨大的商业容量和市场空间,这就是观念本身的一种输出,也只有在这种维度里面它的可持续和生命力才更有价值。

普惠价值观设置的逻辑是什么呢?是我们和用户价值观的连接,是情感的契约。有一种骄傲,它深藏在我们的内心,它不为人知,它不轻易示人,因为这是属于我们共同的、伟大而隐秘的情感。

03

“人、货、场”合一

与用户建立一种情感契约

过去三年,有两家通过社交模式交易规模超过百亿、迅速挤入电商第一阵营的公司:一个是众所周知的拼多多,一个是云集。

从本质看,拼多多到底哪一点代表了这个时代非常重要的变化?

我认为从“人找货”到“货找人”的观点失之于简单,本质上是“人、货、场”的溶解合一,人就是货,货就是人,人就是场,场就是人。

2

在“人、货、场”的合一中,游戏化的机制是核心。拼团是什么?拼团是游戏,它不是原来我们讲的基于价格敏感性形成的团购极致,而是只此一人便可成团,他背后是一种游戏机制。

同样,在拼多多的游戏机制里面有一个很重要的人,这个人叫做“厉害了!我的团长我的团”。2018年有一个非常明确的一个风口——社区拼团。它的颗粒度更加细小,更加具体,也更加还原到人的场景。

云集的核心是宝妈,她们静水流深,散落于中国中产阶级的小区一隅,她们长期不为人知,但是再小的个体也有自己的品牌,再辛苦的宝妈也可以在换尿布的时候顺手把钱赚了,这就是云集。

2

按行业划分的传统思维,已经不足以涵盖今天定义创业公司的切入点和边界了。要用一种更强的信任关系、信用关系来定义,也就是价值敏感性远远超出了价格敏感性。

拼多多的超级用户逻辑是什么?是团长。云集的的游戏化的机制、场景化渗透和拼多多如出一辙。

3

超级用户是产品权益复位后,更深度用户关系的确认和信任感的建立。它是伴随式、共建式、个性化的用户服务过程,是伟大而隐秘的一种情感契约,是情绪的联系,是心理帐户,我们存进去的是用户对我们的托付和信任。


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