Time: 2020.4.23

Due to the epidemic in the early 2020s, the demand for home cooking has skyrocketed, and recipe apps have seen an unexpected burst of popularity. Recently, we have experienced a few gourmet recipe apps and made an analysis report, hoping to help all the cooking white people choose the right gourmet app for themselves.

Competitors' choice: In Huawei App Market, choose the "Gourmet - Recipes" category, and then choose the "Gourmet" category. According to the cumulative number of installations and comments, the next kitchen (600 million installations, 17,483 comments), Douguo Gourmet (100 million installations, 392 comments) occupies the top two apps in the same category, and is far ahead of the others, so the analysis of this analysis to choose the two apps as the object of analysis.

In addition to apps focusing on recipes, Massive Dianping (2.6 billion installs), Jitterbug (9.3 billion installs), and Xiaohongshu (1.7 billion installs) all have a large number of users uploading recipes and even more huge traffic channels, which is a competitor that needs to be paid attention to more than any other apps in the recipe category. Limited to space, we will analyze it later.

One, cooking white 3 kinds of use scene:

(1) in the app to understand the practice of a certain dish, after learning the method of procurement of ingredients, and then cooking.

(2) Have some of the ingredients at home, but do not know what is suitable for cooking, so use to consult the practice, and supplement some of the ingredients and utensils, and then cook.

(3) I don't know what to cook, so I look at the recipe recommendations on the app, then purchase the ingredients and cook.

Second, the function comparison:

This chapter according to the use of the scene, respectively, to compare the use of the two products experience:

Too long not to see the version:

1, the scene (1) and (2) is relatively similar, are in the app to enter the keywords, select the recipes, learn the method of procurement of ingredients, and then cooking:

to the pot of meat as an example:

To pot meat as an example:<

Next Kitchen:

Figure 1: Search for "pot roast", you can further filter the recipes or adjust the sorting method according to the tags under the search bar, and there are also video recipes to further facilitate learning.

Figure 2: Since it is mandatory to upload recipes with detailed ingredients and steps, the recipes are very well organized, and there is a "drop in basket" at the top of the ingredient list that automatically generates a shopping list. Recipes can also be bookmarked.

Figure 3: Interactive area underneath the recipe, where you can upload comments and user creations based on the recipe. This further provides users with more reference information. Under some of the recipes, users uploaded a lot of works, which can be seen that the next kitchen users are very active.

Figure 4: Favorites Bar. You can view the recipes that you have previously bookmarked, and the basket icon on the top right is the "food basket".

Figure 5: Basket. You can shop for ingredients according to the recipe, and for the ingredients that users already have, click to generate a delete line, so that it is convenient for users to shop for ingredients.

Douguo Gourmet:

Figure 1: Searching for "pot roast", there are three lines of options or tabs under the search bar, allowing you to choose the type of information (recipes, products, or courses, etc.), the way to sort, and tabs for further filtering of recipes. In addition, the video recipes are purposely placed on the right side, which is more eye-catching.

Figure 2: Since it is mandatory to upload recipes with detailed ingredients and steps, the recipes are very well organized, and there is a "Add to Purchase List" at the top of the ingredient list, which automatically generates a purchase list. Recipes can be bookmarked. And the recipes have nutritional analysis, which is very useful for users who need to control their diet strictly.

Figure 3: Interactive area underneath the recipe, where you can upload comments and user creations based on the recipe. Further providing users with more reference information. However, the frequency of interaction in Douguo Gourmet is obviously not as frequent as in the lower kitchen.

Figure 4: My. Purchase list can be viewed, which is not easily seen compared to the next kitchen.

Figure 5: Purchase list. Ingredients can be purchased in order according to the recipe. For the ingredients that the user already has, click and then generate a deletion line to facilitate the user to purchase the ingredients.

2, do not know what you want to cook, so in the app to see the recommendations:

Next Kitchen:

Next Kitchen can be from four paths to see the recommended recipes, and integrated into the community function: 1, attention, that is, attention to the user to do the dishes; 2, recommendations, according to the algorithm intelligent recommendation; 3, discovery, you can choose according to the label; 4, the recipe classification.

Douguo Gourmet:

There are multiple ways to view recommendations in the Douguo Gourmet app: 1, homepage recommendations; 2, latest recipes; 3, drag down the homepage to view recent recommendations; 4, video recipes; and 5, click on the recipe categories, each of which also has recommended recipes.

3, purchasing ingredients and utensils

The e-commerce function of the two apps is very close. Both are purchased from cooperative merchants and then sold to users using the e-commerce function. The number of product categories is relatively close, are 15 categories up and down. And both provide limited time special offer recommendations and recent new recommendations.

The biggest difference is that the interface of the kitchen is relatively simple and fresh, and the style of Douban is relatively close (the designer of the kitchen worked at Douban in the early years). Douguo Gourmet's interface is relatively "busy", similar to Taobao.

Next Kitchen:

Douguo Gourmet:

Third, to summarize

Overall, the Next Kitchen app is much more user-friendly for the less experienced cooks.

The interface is more concise and the interaction process is simpler. And because of the large number of users and frequent user interactions, the community atmosphere is very strong, and many recipes have additional information for reference, including comments and works uploaded by other users. In contrast, Douguo Gourmet's functionality is a bit redundant, and users are obviously less active. The fact that Douguo Gourmet's recipes show nutritional content for those who need to keep a tight rein on their diets is a big plus.

There are a few more features I'd like to see added to the new version of the app:

1. After selecting a recipe, users can go to the mall to place an order based on the basket or shopping list and have it arrive on the same day, rather than typing in the mall and searching for it or purchasing it through other channels. Automatically match the cooking program of multiple dishes;

3, for the process that needs to be thawed, soaked, fermented or stewed for a long time in advance, set the time reminder.