So "Self Mutilation" Really Needs Courage. Ali Takes The Initiative To Eliminate A Large Number Of Products.

Products should have a life cycle, and they will be eliminated at a certain time. On the other hand, in the process of trial and error, there will also be many unsatisfactory products.

Everyone knows that maintaining the life of those products that should be closed will increase operating costs.

But in reality, product downline is very painful, so not all enterprises dare to do so.

These two days,

Seller received a product announcement in the background, announcements "pay slowly" business offline.

It is said that in the coming period, "Tmall treasure", "fast bodyguard", "quick phasing", "Tmall staging" and "telephone card" will gradually be downloaded from the Alipay payment page, and some functions will be integrated with other businesses.

Why are products offline? There are several reasons.

First, technology is difficult to deal with.

Good companies should not let each product line become an independent chimney.

For a multi product enterprise, it is difficult to completely isolate a product.

Sometimes there is a correlation between products and products, such as nesting, binding, or product A is a prerequisite for product B; sometimes products exist in different processes and links, for example, the customer service of a product is the whole service sub flow.

Therefore, for some products, before going offline, the contents related to this product are first combed into the supporting system and the operation process. On this basis, the decoupling and stripping of the product is difficult and the workload is often as good as developing a new business.

Even though some products are considered offline when developing, most of them only try to reduce the cost of offline production through loose coupling, or they have to do a lot of work and consume a lot of resources.

Second, it is difficult to stock customers.

There are few products that are aborted just when they are born. Even if they are products with many problems, they will make great efforts at the beginning of the line.

Promote, or even try to change customer habits, and strive to allow customers to accept new things.

If the product is to be offline, how to deal with these stock customers is a difficult and sensitive problem.

Even though some companies have carefully designed and managed the customer migration plan and even subsidized the customers, many problems still can not be avoided.

For example, in order to get higher subsidies, some customers carry forward the spirit of "nail spirit" and stick to their positions.

Even if customers complete the migration according to the wishes of the enterprises, they may also reduce trust, satisfaction and even loyalty, which will bring negative effects to the relationship between the enterprises and customers.

The third is the difficulty of personnel relations.

Whether it is state-owned enterprises or private enterprises, when it comes to product line evaluation and other issues, it is difficult to completely avoid the responsible personnel relationship.

Even if all parties are committed to public service, they will be able to do good things to people who are not human beings. It is also very difficult for them to be objective and fair in evaluating products.

No one is happy to see that the products that they have devoted to their hearts are going to the grave. Therefore, as long as they are not "dead" products, discussions and disputes over the offline are often more intense and lasting than on-line ones.

What's more, the discussion of product offline problems often involves many non-technical factors.

For example, the commitment and decision making on line; the caliber and conclusion of value assessment; the phenomena and reasons of poor operation; the choice and mode of alternative products.

What is more, if some products are labled with some professionals or leaders, the problem of offline products will become more complicated. When a simple technical problem becomes a political topic, who will be willing to touch this hot potato?

Another problem is that it is difficult for enterprises with multiple products to quantify the operational cost saved by offline operations, and can not tell how much cost can be saved by offline actions.

Therefore, for many enterprises, business downloading needs to cost, but also reduces revenue, which is not conducive to customer loyalty and value contribution. Product downline has become an effort to offend people and not be thankless. Unless there is absolute certainty or pain, it will not be easy to cut down products.

In the mobile Internet era, the rhythm is faster and faster, the life cycle of products is shorter and shorter, and when the new products are born, the outstanding products are gradually getting old and are faced with

Pressure and fate.

For enterprises, it is very necessary to establish a long-term product life cycle management system.

If we have established rules for the eliminated products, we can reduce many internal discussions and disputes and improve the efficiency of product renewal.

If there are established rules in the process of offline production, it will help reduce the development cost and reduce the downtime and bring tangible benefits to the enterprise.