Super user golden rule: Top 10% has 5 times user value than ordinary users.

2018-07-29

Super users are so important, where are they? How to define a super user in the company’s strategy and operation?

In the era of super users, the new golden rule was born, and Top 10% users can contribute 5 times the value of ordinary users. This means that the Internet 2:8 principle is no longer applicable in the DI data intelligence era, and 10% of the more rare super users are becoming the core of the mobile Internet business.

The five big secrets of super users: Top 10% users can contribute 5 times the value of ordinary users; the internal and external data are opened to create business value; the use time of the information class / short video class is more important, the number of startup times of the tool class is more important; the non pay can also be the superuser, but the inactivity must not; superuser’s gain It is equally important to take and dig potential and cultivate.

Under the stock pattern

App operation faces new challenges

Over the past 10 years, the number of Chinese mobile Internet users has been rising. On the contrary, the growth rate of Internet users has dropped all the way to below 10%. At the same time, the penetration rate of mobile Internet has reached 97.5%, only 2.5% has not been covered. Obviously, stock users have become the main battleground for App developers to compete.

Super user golden rule: Top 10% has 5 times user value than ordinary users.

In this regard, entrepreneurs have long been aware of it. One business product entrepreneur pained to express, “a download App user cost more than 40 yuan, but 70% people download no consumption, every 10 people download our App, there are nearly 300 yuan to be wasted.” This leads to a problem of how to get high value users and how to reduce the loss of existing users.

From a capital perspective, investors are also more rational and calm. Wu Bingjian, vice president of investment in Lenovo, said, “the investors are more realistic now, and now it is more important for the entrepreneurs to transform their ability and make money.”

The value of the superuser

Creating competitive advantage and incremental value

Superuser became the first hot word of the Internet in 2018. The commercial value behind the super user is the answer to break the stock competition, creating competitive advantage and incremental value.

Super user golden rule: Top 10% has 5 times user value than ordinary users.

The superuser value is shown in three levels:

1) Product Co creation. When users understand and experience the product in particular, their needs can basically represent the needs of the vast majority of users, so super users become the best product co creators. The most representative example is Keep, which recruits the internal test officer to incorporate the super user into the product iteration, and helps the product achieve rapid and accurate upgrading.

2) deep interaction. On the one hand, super users maintain activity and opening rate, and are also more willing to recommend products, and use word-of-mouth transmission to quickly reach the potential user circles of products.

3) profitability. Generally speaking, super users are more willing to pay than ordinary users. Superuser Addie Yin, the author of the “super user”, said that superusers accounted for only 10% of the total number of customers, but they were able to lift sales to 30%~70%. Compared to ordinary users, superusers were willing to spend much more money on their products. In addition, the superuser has an emotional connection with the product. In the process of extending the company’s business, the superuser can keep up the pace faster and achieve replication and extension in the product matrix.

How to define a super user?

General index + influence factors

Super users are so important, where are they? How to define a super user in the company’s strategy and operation?

General indicators: active (high startup), immersion (high viscosity), conversion (high cash flow).

Super user golden rule: Top 10% has 5 times user value than ordinary users.

1) active: users are more active and active in using products.

2) immersion: users are dependent on products and interact with products at high frequency. The more interaction, the stronger the binding, the more behavior.

3) transformation: users are happy to buy products and services. For example, electricity consumption, membership services, content payment and so on, and is continuing high frequency.

It is particularly important to note that active immersion transformation is not the more important the more downward product indicators, but the selection of the corresponding dimensions and indicators based on the difference in the product industry and the development cycle.

The first factor is that the attributes and user behaviors of different vertical industries are different. It is necessary to select different indicators and combinations to define super users.

Super user golden rule: Top 10% has 5 times user value than ordinary users.

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