Under the product life cycle theory, products are divided into “seed stage – growth stage – maturity stage – decline stage”. Every product will grow and evolve along this life cycle, which is an objective law.

When the product comes to maturity, some product managers will ask, “My product has reached a certain stage, but I don’t know what to do next.”

What can a product manager do at this point?

First of all, let’s take a look at the characteristics of the mature products:

  • There’s a certain number of users,

  • A certain market share,

  • Mature product form, mature business model

Personal view: There is no real sense of maturity, Internet products are constantly iterating, constantly reaching or exceeding the current ceiling.

Secondly, we should be clear about the maturity of the product to achieve what goals

Internally:

It is to prolong the maturity period, delay the time to enter the decline period, and carry out micro-innovation as far as possible, and strive to find new growth points;

Externally:

Establish and dig the moat of their own products, increase the cost of overtaking competitors;

Specifically, it means doing the following things:

Cover more user scenarios;

On the surface, it seems that user needs have been almost met in the mature stage of the product, but in fact, as the number of users of the product expands and the number of users covered increases, the actual demands and user scenarios will also increase. It is also impossible for a product to fully anticipate the new requirements and scenarios initially. It’s up to product managers to respond to these new requirements and scenarios and find features that are current or market-leading.

For example, Hupu community, in my impression, was a basketball community at the beginning. “News and rumors” translated and sorted were professional and interesting, and soon became the flagship product of Hupu. As the number of users expands, it is found that many users are also basketball fans and football fans (or other sports fans), so football and other sections are extended. The users of Hupu are mostly young people, who are energetic. In addition to sports, they will also discuss topics such as which girls are good-looking, so there is a walking street. With the improvement of people’s economic level, there is a demand for high-grade sports goods such as sneakers, so there is a tiger.

On the basis of user stratification, promote and improve the conversion rate of core behaviors;

Driving user activity and conversion of core actions is an important task in maturity. Mature product users reach a certain level, the stratification of users will gradually be stable or clear. In the previous phase, users who have not done or have not done detailed work can start. Targeted to do the corresponding product or operation activities to achieve the corresponding purpose.

There are many ways to layer users. According to different layers of users, product managers can consider product design. Let me give you two examples

By user behavior:

  • New users (undownloaded or unused) : Expect them to download the product. The common strategy is new user benefits.

  • Download users (users who download or use the product for the first time) : I hope they can use the product more smoothly and reduce the attrition rate. At this time, I should use novice guidance to familiarize him with the product.

  • Active users: If you want to increase the frequency with which they use the product, you need to increase the usage of key behaviors.

  • Interested users: Want them to complete the payment decision, purchase goods, we should consider the use of different promotion and marketing methods;

  • Paying users: increase the frequency and frequency of paying, and design discounts for repurchasing users.

This is a funnel model, and our goal is to continuously improve the conversion rate of each segment.

According to the specific needs of users:

A community of parents, for example, although in the main parents come together for the good of their children. But the specific needs of parents are different (perhaps because of differences in age, region, educational goals and philosophy). Some parents care about little join, some parents concerned about how to improve the meet a result, some will be concerned about how to cultivate children’s emotional intelligence goods business, some will focus on overseas education and so on, according to their different needs, there will be different scenarios, different corresponding function, which requires a product manager to consciously digging the corresponding requirements, or focus on what kind of parents.

Pull the new

Bring fresh blood for products, new flow. This is usually where the product manager pays more attention to non-users — why aren’t they using the product? Are there common reasons for not using the product? Are they using competing products? What attracts them to competing products?

Think through the above problems, and then specific problems specific solutions, means are nothing more than that a few, just to do some targeted processing in practice.

Combine the new trend with the product, and find the new power point with derivatives.

We have done all the above methods, but limited by the market environment and technical strength, the ceiling has reached, what should we do?

In my opinion, two ideas can be referred to:

1. Combine products with new trends and hot spots;

Momo, for example, rose to prominence as a social platform for strangers, but has since matured. After the emergence of live broadcast, Momo combined its social attributes with the hot spot of live broadcast and found its second spring. From the launch of Momo Live in September 2015, to the launch of Celebrity live in December 2015, to the full opening of nationwide live in April 2016, the monthly live of momo reached nearly 30 million. It only took momo four months to achieve this achievement.

2, product derivatives cut, vertical

Sometimes, a product may be difficult to change from an overall perspective, there are too many layers involved, or it may be difficult to break through from a broad category. So can we consider a breakthrough from a vertical market, a vertical category of user demand digging?

The above is a little immature thinking for the individual, please see the officer correction.

Author: Fat cold

Source: wechat official account/Product dog Diary

This article is published by the author’s authorized product yibai, if you need to reprint, please contact the author.

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Subject: What else can you do?

Products in the mature stage, which seem to have no way to start, actually have infinite potential. There are still a lot of things that can be done. Innovation or improvement can be improved. What do you think about a mature product?

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