0 1 product overview 1. 1 product introduction
Gade leaderboard is an APP that provides valuable consumption reference opinions for middle-income people in the era of consumption upgrading through a simple and straightforward PGC list.
The team will collect evaluation reports from various databases and institutions, and then combine with expert interviews to summarize a relatively objective and fair ranking of commodity brands through multiple dimensions. Before shopping, users can search the ranking of a certain kind of goods in the Gade list to provide reference for consumption decision-making.
1.2 product function frame diagram
1.3 Typical use path
1.3. 1 find/buy goods
1.3.2 View the evaluation
1.3.3 found a good restaurant
02 market analysis 2. 1 market positioning
In today's era of information explosion, many consumers need the service of shopping guide to achieve more efficient consumption. Many platforms, such as Little Red Book, What's Worth Buying, and Public Comment, as well as many official WeChat accounts, fashion bloggers and network celebrity anchors, are providing such services and taking on the role of consumption decision.
There are also many problems. First, the objectivity and credibility of information in the industry are insufficient, and consumers are not at ease when shopping; Secondly, the content of UGC is mixed, and the production method of PGC content is arbitrary. As a result of these problems, users originally used the shopping guide platform to improve efficiency, but spent more time on identifying and screening information.
In the field of e-commerce, relying on sales volume and evaluation can not completely and accurately judge the quality of goods. Except the phenomenon of brush quantity and malicious evaluation, every product evaluation is based on the purchasing user's own standards, but the standards of each user may vary widely, so ordinary users need an objective and fair evaluation platform to guide consumption.
In other fields, such as education and medical care, ordinary users cannot find accurate and comprehensive information through Baidu and Zhihu, nor can they reach professional vertical forums.
Gade ranking helps users solve the problem of inaccurate and incomplete information obtained in the process of consumption, and provides reference for users' consumption decisions.
2.2 Market space
Gade's target products are all categories. At present, there are 958 product rankings and 6242 top brands in the world, covering almost all fields.
In 20 19, the total number of users in the field of integrated e-commerce mobile shopping in the whole network is expected to reach 7130,000, among which mobile phone Taobao obviously occupies an overwhelming advantage in the field of e-commerce, with about 620 million users, among which middle and high-end consumers account for about 34%.
Most of the top users are middle and senior consumers in the online shopping group. If the user situation of Taobao is used to infer the user situation in the e-commerce field, the top market ceiling is 7. 13*34%, which is about 242 million.
2.3 Summary
The top market is mainly in two aspects, on the one hand, e-commerce shopping guide, on the other hand, urban service.
In the field of e-commerce shopping guide, the top ranked market is broad. At this stage, the competition pattern of e-commerce market for shopping guide content has not yet formed, and the head advantage is not obvious. The advantages in the shopping guide market are in certain vertical fields, such as cosmetics and automobiles. There are basically no competitors in the shopping guide market of all categories of goods.
In the field of urban services, public comment has been deeply cultivated in the market for many years in the mode of UGC+ promotion, and has cultivated a large number of merchant resources and user habits. Coupled with the traffic blessing of the WeChat secondary portal, it is a well-deserved king in this field.
The content in the public comment is rich enough. The problem brought by rich content is that the screening cost of users is too high, and the ranking of cover provides users with a simple, direct and time-saving list. At the same time, it is more objective and quality, and can provide simple and reliable consumption guidance for users who are unwilling to screen and compare in a large number of evaluations and want to enjoy quality service experience, which complements the public comments to some extent. This differentiation also provides Gai with considerable competitiveness in the ranking of urban services.
03 user analysis 3. 1 consumption level analysis
The target users of Gade's ranking are middle-income people in the era of consumption upgrading. According to the statistics of Qian Fan, Guan Yi, 76% of the users are middle-income and above, among which middle-high consumers account for the vast majority. This kind of people pay more attention to the quality and ranking of goods when shopping, which is in line with the market positioning of Gade ranking itself.
3.2 Age analysis
Among the users ranked by Gade, 15. 1% are under the age of 24. Most of these people are students or young people who have just graduated, and they have the habit of online shopping, which accounts for a relatively small part of the users ranked by Gade.
This group of people have weak consumption ability for most commodities, and it is easy to spend a lot of money on some vertical commodities, such as sneakers and clothing. This kind of consumption is often concentrated in a few brands and is easily influenced by market trends, network celebrities and traffic stars. And the ranking has little guiding effect on this kind of consumption.
The main user groups ranked by Gade are people aged 24 to 30, accounting for 38.9%. Most of these people are in the stage of struggle, with basically independent economy, mature and rational consumption behavior, less social pressure and more pursuit of quality of life.
They have the habit of online shopping, pay attention to the quality and evaluation of goods, and need objective and comprehensive consumption suggestions in the field of goods they don't understand. Ranking can better solve this problem.
The age distribution of users in Gade's ranking is broken. The number of users aged 24-30 is the largest, reaching 38.9%, the number of users aged 36-49 is the second, reaching 32.4%, and the middle population aged 3 1-35 only accounts for 9.8%.
This group of people may have mature consumption experience, the objects and brands of online shopping are relatively fixed, and they have a clear understanding of most of the goods to be purchased. However, when buying goods in unfamiliar areas, I will still use the Gade ranking to view the corresponding list to assist consumption.
There are also many users aged 36 to 40, accounting for 32.4%. Most of these users have stable jobs. When they consume, they care more about the quality of consumption and are sensitive to the ranking of goods. They are used to checking the rankings before buying.
Among the top users, only 3.8% are over 40 years old, which is very important, because this group of people has not yet formed the consumption habit of online shopping. Even when shopping online, the ability of information acquisition and screening is weak, and they often go directly to the professional e-commerce platform for direct purchase after simple comparison.
In addition, because the information of many users is blocked, the promotion and operation activities of the leaderboard are not easy to penetrate into these users, resulting in fewer users in this age group.
3.3 Gender analysis
Among the top users, 68.5% are female users and 3 1.5% are male users. What Gade does in form is a ranking table. From the perspective of market positioning, it faces the public and has no obvious gender orientation. Then why are female users more than twice as many as male users?
First of all, there are some differences between men and women in their shopping behavior. Men are relatively rational in shopping and pay more attention to practicality in shopping. Many purchasing behaviors of female users are not based on demand. Female users prefer to browse aimlessly. Gai ranking evaluation function is to provide a "shopping mall" for these female users. Users can choose the category they are interested in and view the professional evaluation content. Because the evaluation content is of high quality, the visitor experience is good, and the users retain more.
Secondly, the AI skin measurement function is also a highlight to attract many female users to download the cover. A photo can measure the user's skin quality and recommend suitable skin care products according to skin problems, which solves the problem of female users' choice. On the other hand, men may not be very interested in this function, which may be one of the reasons why there are more female users.
3.4 User Distribution Analysis
First-tier cities and super-first-tier cities account for 7 1.2% of the ranked users. On the one hand, big cities have developed economies, high consumption levels, strong online consumption willingness and online shopping habits, and are sensitive to commodity ranking. The form of ranking is easily accepted by this group of people.
On the other hand, as a new product, the target users are the middle class in the era of consumption upgrading, so it is normal to have poor acceptance in second-and third-tier cities.
3.5 User Portrait and Usage Scenario Analysis
Lillian, female, 29 years old, runs an Internet company. She downloaded the Gai ranking when it first came out, and has been a loyal user of this app ever since. She likes this simple and direct leaderboard form and finds that the leaderboard is basically reasonable in her familiar field. Usually, if you want to buy something, you will have a look. Although you may not buy it, it can be used as a reference. When buying unfamiliar goods, we usually look at the goods on the list, simply compare them and buy them directly. I bought it several times and the experience was good. Cai Xiaolan, male, 32 years old, engineer. Recently, he bought a house and needed to buy a lot of furniture and electrical appliances, but he knew nothing about these things and didn't even know what to buy, so he had to go to Zhihu. He was recommended in Zhihu. Those who just bought a house can be ranked in the back, and there are all kinds of household appliances and daily necessities. After downloading and using, Lao Li regretted not knowing this app earlier. He not only found what he wanted to buy, but also found many novel things, such as shoe polisher and ironing machine. He must search everything he bought first. Xiao Ju, a 23-year-old woman, is a junior. She is an English major in a university in Beijing. She loves beauty and money. She often buys some cheap cosmetics, clothes and snacks from Taobao. I have been using cheap skin care products recommended by the beauty bloggers for students. I want to experience something else, but I don't know how to choose. I heard from my roommate that there is a coverage ranking APP with AI skin measurement function, which can not only measure skin quality, but also recommend suitable skin care products according to skin quality. I thought it was very interesting, so I downloaded it. After the skin test, I checked the skin test report and found that the content of the report basically conforms to my own situation. See below recommended various skin care products, including facial cleanser, lotion, essence ... and facial cleanser and beauty instrument that have never been used before. Xiao Ju carefully read some lists and found that the contents were much better than what she had bought before, so she decided to buy the recommended lotions and essences this month, and then buy cleanser next month when she had money. With the new skin care products, Xiao Ju's experience was particularly good, and then she became a loyal user of Gade's ranking. Lao Li, male, 34 years old, is a food lover and a veteran traveler. Everywhere he goes, he wants to eat all the food there. When he opened the public comment, he found that many top-ranked restaurants were online celebrity restaurants with no special features. The donkey friend recommended Gade's ranking to him, saying that there are various special restaurants in it, which are very suitable for local tyrants like him to eat delicious food. After downloading and tasting, I found that these restaurants were summarized by professionals on-the-spot investigation and viewing various materials, which felt very reliable, saving him a lot of time to find and avoiding stepping on thunder. He found some shops to taste according to the above recommendation, and the experience was good. The only regret is that the Gadites only provide this service in some big cities. Han Meimei, 36, female, works in a state-owned enterprise in a third-tier city. When she is not busy, she likes to visit Taobao and Pinduoduo, and is keen on finding cheap and easy-to-use goods. There are several WeChat groups on her mobile phone that receive coupons. Recently, on the Double Eleven, she heard that many things in Gai's ranking have rebates. After using this APP, she can save money, so she downloaded one to try. In addition to the rebate given by the general rebate APP, Gai has additional subsidies, which makes her very happy. In addition, Gade also has the function of searching coupons, which makes shopping easier. Now, she mainly uses Gade to get kickbacks and find coupons, and sometimes she browses interest charts.
04 functional analysis 4. 1 functional organization and division of labor
4.2 Problem analysis and optimization suggestions
4.2. 1 The entry guide is unclear.
Cover home page:
Looking at the homepage of Gade's ranking again, we can see that the top ranking, evaluation and money-saving artifacts completely coincide with the list, evaluation and special price in the bottom navigation bar.
Gade's city guide is a highlight function, which not only includes the list of restaurants, but also recommends this week's hot new list and local good places to eat, drink and have fun. In the recent revision of Gai ranking, the city guide was placed in the fourth place in the central navigation bar. Its name is Restaurant Cuisine, which is very inaccurate, because this function includes medical care, education and training, popular business districts and many other aspects.
In order to solve the problems of overlapping navigation contents and inconspicuous function entrance of city guide, the following optimization is made: the "special price" column in the middle of the bottom navigation bar is replaced with the name of the city where the user is located. In this way, the navigation name is more in line with the page content, and at the same time, the utilization rate of page resources is improved.
After optimization:
4.2.2 The medical list is arranged in an unreasonable order.
Before revision:
In the latest update, Gade put the commonly used drugs in the medical list at the bottom of all drug categories, and nutritional supplements such as vitamins are also on the lower side, which is unreasonable.
People can take drugs in two ways. One is to make your own decisions, aiming at drugs with high safety, such as cold medicine, carsickness medicine, birth control pills, vitamins and so on. Another is that you don't know what medicine to take, such as cardiovascular medicine and respiratory medicine, and you need to take the medicine strictly according to the doctor's instructions.
In these two cases, the first case is obviously the main situation faced by Gade, and Gade will only use it when users need to choose their own drugs. Most of the drugs selected by users are commonly used drugs or vitamin supplements, so these two kinds of drugs should be placed on the top.
After optimization:
Gade's evaluation recommendations are interspersed in the rankings, with the purpose of attracting users to click, and the accuracy of their delivery will directly affect the click-through rate of users. In this regard, Gade still has room to strengthen;
It can be seen that Gade's evaluation and recommendation are almost completely random. Users will see the recommendation of casual pants when browsing the food health care classification, and the recommendation of dry red when browsing the audio-visual electronic classification, which is illogical.
4.3 New functions
The problem analysis and function optimization mentioned above are reflected in the details. After reading the feedback from users in the Apple Store, more than one user asked the question: I chose something, but I'm not sure if it's the most worth buying in the same type. I went to look for it, but I didn't find it.
In other words, users want to buy a product, and they can't find a clear list in the classification, and they can't find a complete match.
In view of this demand, it is difficult to cover the current number of evaluations. However, if one day there are enough reviews, users will choose a product and copy the link on the e-commerce platform. If you open the lid, you can directly view the list of products, and you can directly compare them in parallel, and the experience will be better.
Functional interface:
05 operational analysis
Gade's operation activities mainly rely on the platform of Weibo for the following reasons:
First of all, the form of PGC leaderboard itself is topical and easily controversial. Dissemination and promotion on social platforms such as Weibo are more likely to gain attention and create momentum.
Second, its founding teams, such as Li Tie and JUNG WOO, are all senior media people. Everyone is a public opinion leader in Weibo. They have signed up from the media and have many fans. In addition, the joining of Internet giants such as Lao Luo (Luo Yonghao) and Zhang Xiaolong has provided a powerful brand endorsement for Gade.
5. 1 Specific analysis of activities
5. 1. 1 Basic information of activities
Activity name: Gade double eleven cash subsidy red envelope
Activity time:10,21:00—165438+24: 00,02.
Activity content: During the Double Eleven period, users can get a random cash-filled red envelopes by clicking any interface. The maximum denomination of a red envelope is 1000 yuan, and the subsidized goods purchased with the cover can be used immediately.
5. 1.2 activity analysis
User's demand: Participate in activities and get red envelopes for cash.
User psychology: It is not a pity to receive a red envelope, which makes users want to see if the ranking can meet their shopping needs.
Activity form: Users can receive a red envelope popped up on the main screen when browsing any interface, which reduces the user's operation difficulty and resistance to the greatest extent.
Activity threshold: users need to download the ranking of the cover.
Operating cost: the sum of the amount of red envelopes used by users.
Activity income: increased the total number of users and DAU of Gade.
5. 1.3 optimization suggestions
Original activity interface:
The main purpose of cash subsidy red envelope is to acquire new users, pull back old users and finally get retention rate. What I don't want to see is that the user got the red envelope, didn't know how to use it, and left, or the user used up the red envelope and never came back.
In order to solve the problem that users don't know how to use red envelopes, Gade provides a button to check the usage rules of red envelopes. However, the double eleven is coming, which user will look at this thing for a one-yuan red envelope?
Since the purpose is to obtain the retention rate, we should seize every opportunity to show the advantages and characteristics of the products to users. The core advantage of Gai's ranking is of course PGC's ranking, which is simple and efficient, and is very suitable for users who are dazzled and exhausted by the Double Eleven, and users will be happy to accept it.
It is recommended to grab the products browsed by users on the e-commerce platform and recommend the corresponding list to users immediately after receiving the red envelope.
Optimized active interface:
06 abstract
In this soft and wide place, the effect of advertising is weakened, and consumers' buying behavior gradually tends to be rational. Throughout China, users lack a truly objective and useful leaderboard recommendation.
Different from UGC's consumption recommendation model, Gai ranking tends to become a consumer dictionary, and it becomes a simple and direct consumption auxiliary tool by editing system and standardizing the production of content with lasting value. This method may not guarantee the authority of 100%, but it can be the most objective.
In the long run, objectivity and justice are the lifeline of Gai ranking, which determines how far it can go. The rich update of evaluation and ranking is the core task of Gai ranking, which determines how well it can go. The development of GERD ranking is different from many UGC products. It does not depend on the number and quality of users, but focuses on the quality and richness of content.
In this Double Eleven, the number of active users of Gade reached 654.38+0.09 million, GMV exceeded 654.38+0 billion in two hours, and the number of orders increased by 654.38+0.293% year-on-year. It can be seen that Gade's ranking is already in the process of rapid development, and the future development is likely to be faster.
In the face of the influx of a large number of users, whether users can be retained is another problem. Gade ranking is a tool product at present, and the best effect for Gade should be that users leave after using it and come back before shopping.
The cover list is of high quality, but it is not rich enough. If users can't find the list they are looking for when using it, it will greatly reduce the user experience and lead to the loss of users who have covered the rankings. Therefore, if you want to retain users, you still need a more comprehensive and rich list. By doing this, the user retention rate will naturally go up.
In the future, as an information base, Gade ranking can become the entrance of upstream consumption. Users can realize the whole process service from purchasing demand, selecting products to guiding the purchase of goods.
This article was originally published by @Neon. Everyone is a product manager. Reprinting is prohibited without the permission of the author.
The title map comes from Unsplash and is based on CC0 protocol.