Functional growth As the name implies, functional growth is generally the addition of some kind of function to the product, thereby bringing about the growth or activity of users. Common sharing functions, giving red envelopes to users, inviting groups to enjoy low prices, etc., fall into this category. In previous years, doing a similar feature on its own generally led to decent growth. But now, sharing, giving red envelopes, grouping, haggling and so on are almost standard features of all products, only adding this one function, is unlikely to bring good growth. Moreover, it is risky to develop a new feature that is complex and aimed at user growth. Generally, the development of this function consumes a lot of industry and research resources. If it is not successful, the cost will be high and the pace of growth will be delayed, because it needs to go through the product proposal, development, testing, bug repair and other links.

Therefore, I do not like purely functional growth. Functional growth often needs to be combined with strategic growth to give full play to its advantages. In the following, I will explain in detail why functional growth and strategic growth should be combined, and I will illustrate it with practical cases. Strategic Growth is one of my favorite types of growth. It is like an amplifier, superimposed on ordinary functions, which can turn a bad thing into a magic thing. This point can be illustrated by a graphic metaphor. Functional growth is like a heavy machine gun, which is not easily moved to other places. It is built in a certain location, and if there is no enemy in that location, then the weapon we have built is wasted, a bit like the Maginot line. But if you combine functional growth with strategic growth, it's like putting a heavy machine gun on an off-road vehicle, and it becomes an instant killer of user growth. A moving "Maginot line", we can imagine how powerful it is! Strategic growth perfectly embodies the underlying logic of testing redundancy in exchange for growth certainty. So what exactly is strategic growth? Let's take a familiar example. Sending users Push messages is a very routine action, and is often considered to be harassing users. But if we get BI analysts to analyze the user data, create some user tags or profiles, send certain types of messages to certain users, and even manually sift through user groups and change message types, we can find a subset of users who are uniquely suited to push certain kinds of messages. Finding this specific mapping is a Push message strategy that we discovered through testing.

We can further automate this strategy by setting up automated Push capabilities when we develop push systems. With enough testing, we can find enough automated policies. This fully embodies the logic of testing redundancy in exchange for growth certainty! Accumulate enough users, enough personalized content, and then pair the two. Say here, everyone inside the mind is not already pop up a certain App name! In the following, I will explain in more detail how functional growth is combined with strategic growth, as well as some key points that need to be considered when designing and implementing such growth projects, based on the case of the Hongbao car in ofo. In the Identifying Growth Project, I have given the background of the red envelope car project and why I chose to do it. The direction is set. All that's left is to roll up your sleeves and work hard! As I said, there is a high probability that a growth project will fail or fail to deliver the desired growth. So, before we do the red envelope car project, we need to think, what should we do if the project does not work well? If it is made into a fixed red envelope function, that is, a pure functional growth project, it will probably fail, so we must make it a combination of functional growth and strategic growth. It doesn't matter if the project fails at first, we can constantly adjust the strategy of giving red envelopes to find the best strategy given the limited budget.

Functional growth As the name implies, functional growth is generally the addition of some kind of function to the product, thereby bringing about the growth or activity of users. Common sharing functions, giving red envelopes to users, inviting groups to enjoy low prices, etc., fall into this category. In previous years, doing a similar feature on its own generally led to decent growth. But now, sharing, giving red envelopes, grouping, haggling and so on are almost standard features of all products, only adding this one function, is unlikely to bring good growth. Moreover, it is risky to develop a new feature that is complex and aimed at user growth. Generally, the development of this function consumes a lot of industry and research resources. If it is not successful, the cost will be high and the pace of growth will be delayed, because it needs to go through the product proposal, development, testing, bug repair and other links.

Therefore, I do not like purely functional growth. Functional growth often needs to be combined with strategic growth to give full play to its advantages. In the following, I will explain in detail why functional growth and strategic growth should be combined, and I will illustrate it with practical cases. Strategic Growth is one of my favorite types of growth. It is like an amplifier, superimposed on ordinary functions, which can turn a bad thing into a magic thing. This point can be illustrated by a graphic metaphor. Functional growth is like a heavy machine gun, which is not easily moved to other places. It is built in a certain location, and if there is no enemy in that location, then the weapon we have built is wasted, a bit like the Maginot line. But if you combine functional growth with strategic growth, it's like putting a heavy machine gun on an off-road vehicle, and it becomes an instant killer of user growth. A moving "Maginot line", we can imagine how powerful it is! Strategic growth perfectly embodies the underlying logic of testing redundancy in exchange for growth certainty. So what exactly is strategic growth? Let's take a familiar example. Sending users Push messages is a very routine action, and is often considered to be harassing users. But if we get BI analysts to analyze the user data, create some user tags or profiles, send certain types of messages to certain users, and even manually sift through user groups and change message types, we can find a subset of users who are uniquely suited to push certain kinds of messages. Finding this specific mapping is a Push message strategy that we discovered through testing.

We can further automate this strategy by setting up automated Push capabilities when we develop push systems. With enough testing, we can find enough automated policies. This fully embodies the logic of testing redundancy in exchange for growth certainty! Accumulate enough users, enough personalized content, and then pair the two. Say here, everyone inside the mind is not already pop up a certain App name! In the following, I will explain in more detail how functional growth is combined with strategic growth, as well as some key points that need to be considered when designing and implementing such growth projects, based on the case of the Hongbao car in ofo. In the Identifying Growth Project, I have given the background of the red envelope car project and why I chose to do it. The direction is set. All that's left is to roll up your sleeves and work hard! As I said, there is a high probability that a growth project will fail or fail to deliver the desired growth. So, before we do the red envelope car project, we need to think, what should we do if the project does not work well? If it is made into a fixed red envelope function, that is, a pure functional growth project, it will probably fail, so we must make it a combination of functional growth and strategic growth. It doesn't matter if the project fails at first, we can constantly adjust the strategy of giving red envelopes to find the best strategy given the limited budget.