Before making a product, it should be from the perspective of supply and demand

 

成本决定论

Regarding product prices, we are accustomed to believe that the higher the production cost of the product, the higher the price.

Why the price is high, because the land price is expensive; why is the LV bag expensive, raw materials are good, handmade. From an economic perspective, this is called cost determinism.

However, "Get" Xue Zhaofeng《北大经济学课》has an article pointing out the problems of this theory:

Assume the final selling price of the product=cost + cost * profit margin.

In the case of a certain profit margin, if you want to increase the price of the product, you must increase the cost.

The boss wants to make more money, is it going to increase the cost? Obviously unreasonable.

供需决定论

Professor Xue believes that the real decision on product value is the relationship between supply and demand.

The raw material that is not the product determines the final selling price of the product, but the relationship between the supply and demand of the final product, which determines the price of the final consumer product, and this price, in turn, determines the layer of raw materials that are layer after layer. price. This is a relationship that is reversed.

Need to switch to reverse thinking, and reverse thinking is often counterintuitive, so it may not be easy to understand.

举个例子：

I went to Xiamen for a few days this week and lived in Zengcuo. It is a small fishing village by the sea. It belongs to the more famous local attractions and there are many tourists. 80% of the village is a snack bar, selling things is not cheap, a bowl of noodles from 25 yuan, a cup of milk tea 20 yuan, from the cost of determinants to explain: popular scenic spots, good location, high rent, the price is naturally expensive, It also meets the perception of most people.

xx 如果从供求决定论中解释：景区人流量大，需求量大，可以发挥作用。价格不是游客考虑的主要因素。即使租金很便宜，一碗面条卖25元，还有很多人买，但房东我不开心，生意好，所以必须增加租金，所以强劲的需求反过来决定了租金上涨。

互联网产品价值

尝试用上述两种理论思考如何界定互联网产品的价值。

许多人认为好的产品必须是强大的，用户体验和概念流行。这是典型的偏离成本的确定性惯性。

微信小程序

小程序的主要核心优势是：扫描或搜索打开应用程序，无需安装和卸载。

但小程序的高值不能因为这个功能，而必须满足离线场景的高频要求。只有满足大量要求才能证明功能强大的功能点。不幸的是，到目前为止，我还没有找到具有明显优势的小程序的场景，这就是为什么相同的微信重量级函数，小程序没有相同的微信公共号和微信红包，导致爆炸效果。

支付宝社交

为什么支付宝反复进行社交战，即使配备高容量和高活动，用户也无法使用支付宝找到社交场景，供不应求，社交价值无法播放等等产品经理，更多修订它没用。 沈阳小程序设计

共享单车

与纯在线服务相比，基于离线的在线辅助业务模式更有可能产生高估值，因为市场对产品供需的响应是最直接和最真实的。

Nowadays, the reason why shared bicycles are favored by capital is to solve the three-kilometer travel problem of users and improve the efficiency of travel. The small orange cars and small yellow cars that come and go on the streets have fully reflected the demand. Exuberant, not just because of the functional design of picking up the car through the phone.

自我反思

Yesterday, I discussed a project with the boss, mainly providing online marketing strategy, marketing and talent training for a vertical retail store owner and store manager. The course is provided by a trading team with rich retail chain operation experience. Provide effective guidance for the uneven management of the retail market.

In our opinion, this is indeed a very meaningful thing for users and the industry as a whole.

However, from the perspective of supply and demand, we will continue to ponder over it and realize the risk points.

Since the key users of the target are small businessmen, they generally have two mentalities:

Users with weak profitability are quick to make a profit, and any service must be directly linked to the ability to increase money. It is imperative to solve the problem of survival first. For the service of practicing internal strength, we cannot see that far in the short term. The users with strong profitability are too optimistic. Everything in the store is normal. If you are not sick, why do you give me medicine? I don’t want to see the services of practicing internal strength.

Under the influence of these two mentalities, the so-called target user's needs may be just an illusion, or not so urgent, so the corresponding product value is limited, even if the quality of the service content itself is very high.

总结

In order to avoid falling into the misunderstanding of cost determinism, before making products, from the perspective of supply and demand, boldly ask yourself two questions:

Is the demand for the product high or low? If it is high frequency, why must you do it?

I believe that after filtering these two issues, most products have no value.

Author: Thinking bacteria, 微信 public number: secondthought

xx