Jian Jiang, vice president of SK Telecom (China) Venture Capital Fund, and Weibo focus on information such as Internet, wireless, consumer and technology industries. Jianjiang regularly publishes relevant blog posts, such as: talking about brand positioning in the Internet era, with more brand stories than stories, taking Baidu as an example, talking about company values and KPI, etc. Its unique perspective, clear context and sharp discussion are deeply discussed by netizens. The column "Laojian Venture Teahouse" regularly summarizes relevant theoretical experience for the vast number of netizens to share, and the number of comments and forwarding remains high, which is very popular.
Chinese name: Jianjiang
Occupation: Vice President of SK Telecom (China) Venture Capital Fund.
Main achievements: publishing relevant blog posts regularly.
Masterpiece: On Brand Positioning in the Internet Age
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The column "Laojian Chuangye Teahouse" is a special column on the platform of Weibo, with concise narration and far-reaching implications.
Classic essence
1 I just saw a friend turn to a survey about the reasons of users' brand loyalty, which made me laugh and cry. I stress once again responsibly that there are no categories, sub-categories and specific user groups to discuss many problems in the consumption field, which is sheer nonsense. Because the psychological motivations of different users to choose different products are very different, there is no need to waste time reading the ignorant conclusions of these market research idiots. I'm done vomiting. Good night.
2. Where is the product "improvement" of the pants-off paper that hurts the ball when it is idle? Is to open the bed in the morning, automatically play a piece of human music at the maximum volume, and then automatically broadcast the weather with a robot female voice. Many times, product managers who don't do better than doing better don't need to show their existence in this 2B way.
The biggest problem is not the lack of wolf, but the lack of humanity. Wolf is art, human nature is Tao, art is life, and Tao is far away. On the surface, it seems that the wolf won, but it is not the case. What is needed is not to continue to compete for occupation, but to clarify the responsibility in the ecological chain and the value of contributing to society. It is only a matter of time before we draw up a strategy with a competitive mentality and go astray. Just a technology traffic trading company, Robin is just a businessman. Time to wake up!
For any kind of experience, judgment method and conclusion, we should always analyze and reflect on its historical background, function, value and the environment and conditions on which it depends. When the dependent factors change, or the goals change, the old experience and means often suddenly fail. This is the danger of empiricism and path dependence. Even the thinking habits and values we have developed since childhood often need to be examined and reflected.
A business plan should be an argument, not a story. The main body of the demonstration process is usually: what is the market structure, what are the pain points of user needs that have not been solved, what better solution can I have, how to prove that this scheme is feasible, why I have an advantage in doing this scheme, how much value I can achieve if I succeed, and what are the means to achieve it. Every step should be logically and clearly demonstrated, and there should be no doubt as far as possible.
The surface demand of consumers is often not the essential demand. It is necessary for a boy to play games, and the essential need is to get some spiritual satisfaction; It is necessary for girls to buy a dress, and the essential need is to make themselves more beautiful. Opportunities often come not from simply meeting certain needs, but from understanding the essential needs of users and using innovative means to better meet these needs. So don't stick to specific means.
In the past, our statistical data were often horizontal values: UV/PV of each layer, click rate, source ratio and so on. These data are no problem for advertisers, but they have limited effect on our research products. Product analysis needs more longitudinal data: analysis based on the actual operation process of a single user and cluster analysis. More importantly, it is necessary to clarify the specific purpose of data analysis and design statistical methods according to the objectives, not seeking completeness, but seeking intuition and effectiveness.
The idea of product design and comparison based on function is out of date in many fields. We not only have this function, but also. . . "It can't guarantee the competitiveness of products and services. The product design idea with function as the goal will make us lose the correct goal. The key to the problem is not what capabilities your product has, but whether you can meet users' expectations and make users feel satisfied or even surprised in the service experience.
I saw a bunch of projects today, reminding entrepreneurs to pay attention again: 1. It is best not to exceed 35% in any round of financing, and it is best to let the team own more than half of the shares before the B round of financing, otherwise it will not only affect the control of the team, but also affect the subsequent financing; 2. The shareholding ratio of the founding partners should not be too average, and the shareholding ratio of the company's main promoters/actual traders should be higher than that of any other venture partners, so as to avoid disputes when problems arise.
10 The contradiction of people's needs is always changing, transforming and upgrading. When there is no food, a steamed bread is enough. If you have steamed bread to eat, you will want to eat meat. When there is meat, you will want to cook well. When the food is delicious, you will choose environmental services. If businesses can't keep up with the pace of upgrading consumer demand and stand still with old experience, they will be gradually eliminated. New value and new opportunities always come from early insight into the direction and signs of demand upgrading.