From the perspective of manufacturing, a product is a finished product; From a marketing perspective, a product is a market offering. Products have been the foundation of the media industry since mass communication launched the organized production of content. However, restricted by The Times and technology, products in the era of mass communication are equivalent to content both in concept and in practice. New media breaks the traditional narrow concept of "content is product" and comprehensively expands the connotation of product in content production. The new digital communication ecology makes channel selection, platform support, content form, visual presentation, interactive mode and other links closely related to content but not belonging to the category of traditional content, play a key role in the content experience of consumers, and then become the key variable affecting the communication effect. Therefore, it is necessary to extend the extension of products to all possible touch points that affect the user's content consumption experience, such as technical support, presentation mode and interaction design. This requires product mechanisms to bridge possible misalignments among programmers, content producers, and content consumers to ensure that technology is incorporated into the content production process. At the same time, the supply of massive digital technology makes the content producers face almost unlimited possibilities when choosing the content form, presentation style and interaction mode. More accurate content supply has fostered more diversified and changeable needs of content consumers. In order to ensure that the product mechanism plays its function of dynamically coordinating multiple variables between technical side and user demand side, the role of "translator" of product manager, a full-time post, arises at the organizational management level. This is the product in the new media era of the new meaning and work category. At the same time, the product form of new media digitization breaks the "fully closed" structure of physical products in the traditional industrial era, which is completely dominated and controlled by producers.

From the research and development of products, the whole life cycle and operation process of new media products are permeated with the participation of users. In other words, the development, production and operation of new media products is a "borderless" process, which is an interactive process of user participation and co-creation. Furthermore, new media has an "iterative" logic embedded in the product logic. Under the influence of open production process and user participatory interaction, new media products adopt iterative marketing strategy which is different from traditional industrial physical products. This kind of marketing strategy emphasizes giving up the pursuit of the perfection of product function and experience, putting the product on the market first, and then continuously optimizing and improving the product according to users' feedback, that is, following the logic of "first, then good" and "first, then perfect". Product logic lies in the fact that product, as a way of thinking and management, sets the rules of the game for content production, output and user experience.

Through the product and product manager system, content shape, presentation style, and interaction are predetermined before the content is formally produced, so that the content can be continuously exported within a relatively standardized framework. Product rules based on technology become the premise of content production, and both content production and user experience must operate within the framework defined by the product. Product development and iteration, along with the thinking of product managers, step into the bottom layer of content production, breaking the traditional situation where content producers completely dominate content production.

From the perspective of manufacturing, a product is a finished product; From a marketing perspective, a product is a market offering. Products have been the foundation of the media industry since mass communication launched the organized production of content. However, restricted by The Times and technology, products in the era of mass communication are equivalent to content both in concept and in practice. New media breaks the traditional narrow concept of "content is product" and comprehensively expands the connotation of product in content production. The new digital communication ecology makes channel selection, platform support, content form, visual presentation, interactive mode and other links closely related to content but not belonging to the category of traditional content, play a key role in the content experience of consumers, and then become the key variable affecting the communication effect. Therefore, it is necessary to extend the extension of products to all possible touch points that affect the user's content consumption experience, such as technical support, presentation mode and interaction design. This requires product mechanisms to bridge possible misalignments among programmers, content producers, and content consumers to ensure that technology is incorporated into the content production process. At the same time, the supply of massive digital technology makes the content producers face almost unlimited possibilities when choosing the content form, presentation style and interaction mode. More accurate content supply has fostered more diversified and changeable needs of content consumers. In order to ensure that the product mechanism plays its function of dynamically coordinating multiple variables between technical side and user demand side, the role of "translator" of product manager, a full-time post, arises at the organizational management level. This is the product in the new media era of the new meaning and work category. At the same time, the product form of new media digitization breaks the "fully closed" structure of physical products in the traditional industrial era, which is completely dominated and controlled by producers.

From the research and development of products, the whole life cycle and operation process of new media products are permeated with the participation of users. In other words, the development, production and operation of new media products is a "borderless" process, which is an interactive process of user participation and co-creation. Furthermore, new media has an "iterative" logic embedded in the product logic. Under the influence of open production process and user participatory interaction, new media products adopt iterative marketing strategy which is different from traditional industrial physical products. This kind of marketing strategy emphasizes giving up the pursuit of the perfection of product function and experience, putting the product on the market first, and then continuously optimizing and improving the product according to users' feedback, that is, following the logic of "first, then good" and "first, then perfect". Product logic lies in the fact that product, as a way of thinking and management, sets the rules of the game for content production, output and user experience.

Through the product and product manager system, content shape, presentation style, and interaction are predetermined before the content is formally produced, so that the content can be continuously exported within a relatively standardized framework. Product rules based on technology become the premise of content production, and both content production and user experience must operate within the framework defined by the product. Product development and iteration, along with the thinking of product managers, step into the bottom layer of content production, breaking the traditional situation where content producers completely dominate content production.