In the past, everyone has been talking about traffic thinking, online traffic and offline traffic. However, with the development of the Internet and mobile Internet, the competition is fierce, the traffic is getting less and less, and the traffic is getting more and more expensive. Most of the traffic is occupied by big bosses. Therefore, Xiaomi's fan thinking and APP users' retention thinking appeared. From the perspective of the change of traffic thinking, enterprises pay more and more attention to fans and keep them. At the same time, it also produces various word-of-mouth effects. Enterprises hope to achieve word-of-mouth effects through their loyal users, and then carry out fission marketing. Fan thinking, retained thinking, word-of-mouth effect, scene marketing, extreme thinking, etc. In fact, they all think about marketing from the perspective of users, but the stages and angles of thinking are different, some from the perspective of products, some from the perspective of consumers, some from the perspective of communication, and some from the perspective of operation. This leads to the user thinking that this article will talk about, which is also the core thinking of marketing, and it is involved in all stages of marketing. What are users thinking? User thinking is thinking from the user's point of view, or more broadly speaking, thinking from the other side's point of view. The user's thinking is a kind of touching thinking. Successful Internet products have grasped the needs of "_ diaosi group" and "grassroots group" and are an out-and-out long-tail market. "_ silk" is not only reflected in the state of life, but also a state of mind. They are humble and seek recognition. They seek a sense of existence, belonging and achievement. User thinking regards _ silk as a friend, making them a part of the product and connecting the product with them. This is the user thinking. Take Xiaomi as an example. When there were no products in the market, Xiaomi began to establish its own user community and user community. It attracts a large number of users by launching Xiaomi system, understands what kind of mobile phone products users need, and develops Xiaomi through users' understanding of real-time market dynamics. As soon as Xiaomi mobile phone came out, it dominated the online sales of the new Internet marketing model, allowing users to put their mobile phones in mobile phone stores without buying them, queue up all night, and snap up Xiaomi mobile phones regularly. This is a verified user thinking case. First of all, we must have a direction, get users through the direction, get market dynamics, face consumers directly, and stand at the center of users to understand users. What stages can user thinking be used in marketing? We combine all aspects of marketing to think about how to use users' thinking. From the product point of view, through the user's thinking, find the user's needs, find the pain points of the user's products, and achieve the ultimate function and experience of the products under the demand; From the perspective of publicity channels, we use users' thinking to identify the gathering points of potential customers and the places where potential customers play. We only publicize widely where potential customers are accurate, focusing on core users; From the perspective of propaganda copy, knowing what readers care about and what problems they want to solve can form better interest, retention and transformation; From the perspective of marketing scene, through the user's thinking, we can understand the thoughts and questions of potential users and form relevant marketing words, which can quickly realize the transaction; According to these stages, we make a detailed interpretation, which is also the focus of each stage of this user thinking implantation marketing. Analysis of users' thinking from the perspective of products Ma said: "The most important ability of a product manager is to turn himself into an idiot", and Zhou Hong _ also put forward that "a good product manager must be in an idiot state". Product managers can switch their brains from "professional mode and expert mode" to "user mode" or "fool mode" at any time, which is the embodiment of user thinking. You should be able to forget the industry knowledge you have accumulated for a long time, as well as the background information of the skilled operation method and realization principle of the product. Zhou Hong _ once shared a case. When 360 was a router, engineers found through some research that the antenna on the traditional router was not necessary. The existing technology could have realized zero antenna long ago, and the signal was completely unaffected. As a result, they confidently developed a router without an antenna. They thought it would be a surprise, but once the product was launched, almost no one cared. Later, I learned that users don't care about the technical principle behind the zero antenna. What users really care about is that the more antennas, the stronger the signal, and the router with four antennas is better than that with two antennas. This impression has solidified at the bottom of cognition, which is not solved by so-called "innovation" at all. There is also a case of air purifier: the user's lack of thinking about the air purifier leads to poor purification effect. Philips has an air purifier, which comes with a four-layer filter when it is purchased. However, these four screens are not individually packaged, but are installed in the machine in advance. In this way, after the user gets the equipment, it is natural to plug in the power switch directly and think that the work has started. As we all know, because the plastic envelope of the four-layer filter screen has not been removed, there is no purification effect at all. This problem will not be detected when the machine is working, which leads many users to find out when replacing the filter after several months of use. Although the designers also did the notification work: they put a small yellow label on the power plug and reminded users in the product manual to remove the plastic envelope of the filter first. But the problem is that the small yellow label is easily ignored by users, and few people read the instructions carefully before starting to use the product. These two products are typical cases where users have problems due to lack of thinking. Therefore, enterprises need to implant users' thinking when making products, from users to users. Analyzing the user's thinking from the propaganda channel Many enterprises do not think from the user's point of view when doing propaganda in various channels. When many start-ups are doing communication channels, they like to follow the big names in the industry to spread. For example, Blue Ocean House in the clothing industry does brand advertising in Baidu. The effective start-up clothing industry in the East also makes brand advertisements on its own website. It cost a lot of money, but it didn't work in the end. This reason is still not considered by users. First of all, start-ups have no fans and users, and brand advertising only adds value. You need to think about several points from the user's point of view: Will my potential users search for brands or products on Baidu again? Where will my potential users buy from? Tmall? JD.COM？ Where do potential users appear offline? Shang Chao? Shopping? Downtown shopping center? Where do potential users appear on the Internet? Which platforms do you like to go to? What is the software commonly used by potential users? By determining these points and then determining the communication channel, this is also the user's thinking. A large part of the reason for the poor marketing communication of many enterprises is that they don't analyze the platform users, and then choose the appropriate channels for accurate promotion. Analysis of user thinking from the perspective of propaganda copywriting Many copywriters or marketers will walk into a blind spot when promoting copywriting: enterprise thinking. Corporate thinking and copywriting are from their own point of view, telling users how awesome the company is, how good the products are and how high the cost performance is. These copywriting highlights advantages, feelings and so on. However, the translation effect of these articles is poor, and the reason is also the user's thinking. The user's thinking needs to be perceived by the user in the copy, described from the user's point of view, causing consumers to scream. Professor Li also wrote a widely circulated article about "X-type copywriting" and "Y-type copywriting", to the effect that "X-type copywriting" is "self-satisfied", and it is difficult to arouse consumers' voices completely from the perspective of self. Therefore, he advocates "Y-type copywriting" and uses simple and straightforward language to influence users' feelings. This is also the user thinking. For example, many fitness softwares and most Slogan are like this: professional mobile fitness instructors and tailor-made training plans. Lose weight, keep fit and control your life. Open accurate health management. The above three copies are quite satisfactory. Let's take a look at KEPP's slogan: self-discipline, set me free. This slogan touched the user at once, and the use of the first person "I" gave the user a sense of substitution and eliminated the user's wariness of advertising. There is also a widely circulated advertising copy: drink Jiaduobao if you are afraid of getting angry; Send elders, golden wine; Noble people come, Jin Maotai; Hungry goods, have a Snickers. These are all copywriting from the perspective of user thinking. Let's take a look at the copy of oppo mobile phone: for example, "OPPO mobile phone, charging for 5 minutes, talking for 2 hours!" It directly shows the benefits and value points brought by the product to users, and immediately grasps the urgent need of users to solve the problem of insufficient power of smart phones. In the user's thinking in the copywriting stage, there are two main considerations: ① What issues do readers care about? ② Can our article solve readers' problems? With so many examples, there are also many guiding articles for writing copywriting through the user's thinking. You can read them well. By analyzing the user's thinking from the perspective of marketing scenarios, we can understand the thoughts and questions of potential users and form relevant marketing words through the user's thinking, which can quickly realize the transaction. The scene marketing that is quite popular recently uses user thinking. We must understand that all marketing activities we do are a series of speculations about consumer behavior. Now, we're just imagining this guess. For example: what scene are consumers in now? Is it a purchase scene, a use scene, a work scene or a life scene? What will happen in this case? What chance do we have? Then, then, we just design and promote. Scenario-based user thinking is: what problems will appear in any scenario; How can we solve these problems? This question, how consumers participate. We should go deep into the consumer's consumption scene, regard ourselves as consumers, and then provide a perfect experience and a perfect solution in every scene of consumers. Here I want to give an example of three squirrels. Judging from the user's thinking, the three squirrels have achieved the ultimate scene experience. (1) Communication experience, the first time a customer comes into contact with three squirrels at zero distance, it will leave an indelible impression on the customer at the first time, compared with those three lovely squirrels-Mouse Small Cheap, Mouse Small Cool and Mouse Little Beauty. The "cute" marketing of three cute squirrels is only a superficial reason. The brand is directly personalized, and the traditional relationship between merchants and consumers is replaced by the relationship between owners and pets. This is the essential meaning of three pine trees. Customer service communicates with customers in the tone of squirrel pets, and customers become masters and pets. In this way, customer service can form a more vivid image in customers' minds through a unique language system. (2) Experience: Every time the three squirrels sell the corresponding products, they will provide pine nut crushing tools, paper towels before and after eating, garbage bags with fruit shells and so on. By providing these support tools, users save a lot of trouble, thus improving the user experience. (3) Emotional experience replicates word of mouth by creating super IP. Around this super IP, three squirrels keep making content and developing the surrounding area. For example, the three squirrels are making some animations and animation dramas, and the cross-border integration with the animation industry such as Orpheus Animation will drive the continuous upgrading of the "Three Squirrels" IP. Three squirrels also invaded the upper reaches of the animation industry chain to prepare some animation movies, and later they will participate in promoting some animation books, illustrations and picture books that children like. Through this emotional binding, the emotional stickiness of consumers is controlled. I give three examples of squirrels to tell you that only by analyzing every scene of consumers with user thinking can we do a good job in marketing. User thinking is very important at every stage of marketing. It is used to produce good products that meet the needs and pain points of users, find marketing channels suitable for users, write useful copies that users want to see, and penetrate into every consumption scene of consumers. Only by doing this can your marketing get twice the result with half the effort. # Columnist # Miao Liwei, official account of WeChat: Miao Liwei talks about marketing, and everyone is a product manager columnist. Author of Practical Handbook of Network Marketing, marketing consultant of dozens of companies. He is good at user research, brand planning and management, and likes to study the deep-seated reasons of marketing from the appearance and find practical operation methods.