“用增”下半场，这些逆势增长的企业都把预算花哪儿了？

Core Insights - The article discusses the shift in user growth strategies from algorithm-driven methods to understanding user psychology and needs in a saturated market [2][4] - Companies are now focusing on "demand sources" to find new growth opportunities rather than competing for existing users [5][10] - The concept of "effectiveness of planting grass" is introduced, emphasizing the need for businesses to understand user motivations and behaviors to drive growth [11][14] Group 1: Shifting Growth Strategies - Companies are facing challenges in user growth as traditional methods become less effective in a saturated market [2][5] - The focus is shifting from merely acquiring users to understanding their underlying needs and motivations [7][10] - The "effectiveness of planting grass" framework aims to make user needs visible and actionable, allowing companies to identify which content drives real conversions [4][11] Group 2: Demand Source Exploration - Major internet companies have reached a stage where most potential users are already aware of their apps, making it difficult to activate new users through traditional incentives [5][9] - Companies like Airbnb have discovered that many users have interests beyond the obvious, such as attending concerts, which opens up new growth avenues [7][10] - By embedding their products into users' decision-making processes, companies can create new growth opportunities in saturated markets [8][10] Group 3: User-Centric Approach - The article highlights the importance of moving away from supply-driven growth strategies to a user-centric approach that considers user behavior and motivations [9][12] - Companies like 1688 have successfully identified new demand hotspots by analyzing user interests and behaviors, leading to significant growth in specific categories [9][10] - This shift has resulted in increased customer lifetime value (LTV) and return on investment (ROI) for companies that adapt to user needs [10][11] Group 4: Building Trust and Engagement - Traditional growth models often rely on financial incentives, which can lead to decreased user loyalty and engagement [12][13] - Companies are now focusing on building trust and relationships with users through authentic content and community engagement [13][14] - The new growth logic emphasizes that relationships should precede transactions, fostering a more sustainable growth model [12][13] Group 5: Data-Driven Insights - The integration of AI and data analytics is enabling companies to better understand user preferences and behaviors, leading to more effective marketing strategies [14][16] - By leveraging one-way data, brands can gain insights into user interests and tailor their offerings accordingly, enhancing growth potential [16] - The "effectiveness of planting grass" system allows for a comprehensive understanding of user journeys, ensuring that every step in the growth process is data-driven [16]