Resolve users' pain points and restore real usage scenarios

Users do not understand models and algorithms. Users only have scenarios, needs and motivations. How to restore to user scenarios is often a "bottleneck" that product managers need to break through. ——Zhang Xiaolong

The valuable thing about "Dream Catching Dolls" is that it truly restores the scene of users catching dolls. Before this game, users caught dolls through claw machines in shopping malls and game halls. , which exposed many pain points:

1. Not all shopping malls have claw machines.

2. Some old-fashioned claw machines still require coins to be used. Nowadays, most young people do not carry cash with them when they go out, let alone coins.

3. The game hall is more attractive to boys. There are very few girls who go to the game hall to catch dolls.

4. Some male players are also interested in claw machines, but are too embarrassed to play in public places due to face.

5. The cost of a claw machine is very high. In order to recover costs and make profits, merchants generally adjust the grabbing success rate of this claw machine to a very low level, so most players often spend a lot of money and can only If you catch a few or even none, you will lose some players in disguise.

6. Users only think of playing doll machines when they go shopping. Most of them are on weekends. They rarely go to shopping malls or even go out of their way to catch dolls.

Let’s take a look at the pain points that “Dream Catching Dolls” solves:

1. There are as many claw machines as there are rooms, and there will usually be staff responsible for maintaining these toys. It is initially estimated that there are about 100 claw machines for users to use, so there is no situation where there are no machines to play with.

2. Users can get 60 doll coins for the first time. If you play for 10 coins each time, you can play 6 times for free. If you recharge for 10 yuan, you can get 100 coins. For the first recharge of 10 yuan, you will get another 100 coins. Coin, on average, is 0.5 yuan each time. Users can recharge through WeChat and Alipay, which is very convenient. There are also special offers of 1 coin/time every day, with many discounts and benefits.

3. Girls like to be accompanied by someone when they go shopping. It can be a best friend or a boyfriend. Sometimes if they can’t find someone to accompany them, they simply don’t go out. But now, you can stay at home without leaving the house. You can play with dolls while lying on the bed, on the sofa, on rainy afternoons or hazy nights, etc. With this APP, these restrictions are gone.

4. Most girls are irresistible to furry and cute dolls, so when they see the dazzling array of dolls on the interface, they will have the urge to want them, and any type of dolls on this APP is available. It can satisfy almost everything a girl wants.

5. Male users no longer have to worry about face, so potential male users will be greatly increased, and this challenging game will also give male users a sense of accomplishment. Some boys may have a sense of achievement when playing this game. The following purposes: ① Invitation from a female friend, hoping that he can help catch the doll and give it to her. ②Realization of self-worth, gaining recognition from others through this game, and gaining a sense of accomplishment. ③Some boys have a girlish heart and like dolls. I usually buy some dolls myself, and catching dolls is also a way to collect them.

6. "Dream Catching Dolls" is still in the early stages of development, and it is the stage of burning money. It is estimated that a large number of VCs will come in in the future, and the profit model is still in the exploratory stage, but not surprisingly it should also be advertising. There are two big parts: user recharge, so there is no need to set too much difficulty in catching dolls. This will instead lose a large number of players. For them, the cost of a single doll is obviously not worth mentioning in the face of the number of users.

By solving these pain points of users and truly restoring the scene, the growth in user volume is reasonable.

Sunk costs that are ignored by users

Sunk costs mean that people tend to continue investing in something because of their previous investment, even if they may lose more if they continue to invest.

When you play this game for the first time, there are 60 doll coins given away by the APP for free. Of course, if you don’t play, it will be in vain. When you spend them all but don’t catch any, you will You thought to yourself, "I already feel it. If you give me another chance, maybe you will be lucky." So you recharged 10 yuan in it. When you spent all 10 yuan and still haven't caught it, "You spent 10 yuan." , Isn’t it a loss if I don’t catch one?” When I didn’t catch 20 yuan, I said, “Try again, I will definitely catch it.” In the end, I found that I could buy it for dozens of dollars. A super big baby... You regret it, but it is of no use. This silence effect is particularly obvious in the beginning.

But this influence will gradually decay over time until it eventually disappears.

Many users will fall into the misunderstanding of sunk costs when playing this game. For example, in order to reward employees, the company issued a concert ticket to each employee. The position is in the middle of the front row, and the value is 800 yuan. You love going to concerts, but unfortunately the weather is not kind. On the day of the concert, there is a sudden snowstorm, causing serious snow on the road. All public transportation is suspended, and the concert goes on as usual. If you want to go, you can only brave the cold wind and walk for half an hour to the concert hall. Will you go to this concert? Give your answer.

Let’s look at another question. It is also a concert that you are very interested in. It also encounters a rare snowstorm that paralyzes traffic. If this ticket is not issued by your employer but by yourself in Damai After finally grabbing it online, would you walk for half an hour in the snow and wind to attend a concert?

In the face of a sudden snowstorm, many people are reluctant to go out in the first case because they think they will not lose much. But in the second case, people are very reluctant and would rather brave the severe cold. Insist on going to the concert because you managed to grab the ticket and spent money to buy it. This is the misunderstanding of sunk costs. When people decide whether to do something, they not only look at whether it is good for themselves, but also look at whether they have already invested in it in the past. These expenditures that have been incurred and cannot be recovered: money, time, and energy are called sunk costs.

A completely rational decision-maker should not include sunk costs when doing cost-benefit analysis, because the past is irreversible. Since it cannot be undone, it cannot have an impact on the present, so it should Let it go and ignore it when making decisions.

Three conditions for detonating popularity

Three conditions must be met for detonating popularity: first, the adhesion factor; second, the law of individual characters; third, the law of environmental power. The adhesion factor refers to the fact that the physical information itself has bright spots that trigger cries of excitement and is contagious. The rule of individual figures refers to the involvement of certain opinion leaders in relaying such information. The law of environmental power means that if the information coincides with the needs of society at that time, it will become popular.

Why did "Dream Catching Dolls" become so popular all of a sudden? First of all, this APP itself has great highlights. Users can truly experience the feeling of claw machines in the mall through this APP, which can easily arouse the interest of players. Secondly, through the form of invitation code, users can post their invitation code on social software. After successfully inviting a friend to register, they can get 60 doll coins. Therefore, a large number of players will use Sina Weibo, Zhihu, Posting a screenshot of your invitation code in QQ Zone is equivalent to promoting yourself in disguise. In addition, APP officials will also spend money to invite many big Vs to send relevant Weibo posts for promotion, such as APP Emperor, Green Hat Club, etc. In addition, there are various Weibo topic discussions that have been going on in recent times, such as #天天拍狗大狠神神#, #天天狠人生#, etc., which have aroused widespread concern and concern among users. discuss. On October 31st, a limited edition Halloween TED was launched, with copywriting such as "Catch me or else trick-or-treat", successfully detonating the popularity.

We analyzed "Dream Catching Dolls" based on three conditions - the adhesion factor is to catch dolls in the cloud, and you can catch dolls by opening the APP without leaving home; the individual character rules are the addition of reposts from big V's Spontaneous publicity by users; the law of environmental power is a series of promotional activities and limited-time special offers just launched on the APP plus Halloween carnival. Use these factors to attract users’ attention and trigger popularity.

Jack Ma has a famous saying: "In the era of grabbing money, there is no time to fight with those people who are still thinking in primitive society and have too many excuses. As long as people with wrong ideas will just go next. No business opportunities can be seen. The next one will be the next one." Traditional industries may not understand why the Internet can change these. The Internet cannot understand why traditional industries feel that change means earth-shaking changes. What we have to do now is to improve while doing it, and to look for opportunities while improving. Even though there are still many problems in "Dream Catching Dolls", such as the operation is not smooth, sometimes the system judgment error when catching dolls and other bugs, growth is the result of continuous iteration, don't have too many entanglements, just do whatever you think of, and you will start from 0 If the essence changes to 1, then from 1 to N, it will naturally grow wildly with the environment and time. Finally, I hope that "Dream Catching Dolls" can continue to improve itself and make greater progress.