2. Product positioning and its development status... .5
2.1 Positioning Slogan.5
2.2 Development Status... .5
3. Product Functional Experience... .7
3.1 Comparison of the main features of the product... .7
3.2 Analysis of product featured functions.... .9
3.3 Overall experience analysis.... .9
4. Interaction design and visual design analysis.... .10
4.1 Meituan.com.... .10
4.11 Meituan.com Interface Presentation.... .10
4.12 Interaction details display.... .10
4.13 Showing the Movie Interface.... .12
4.14 Service content.... .13
4.2 Popular Reviews... .13
4.21 Demonstration of the interface style of Volkswagen Dianping.... .13
4.22 Home page content display... .15
4.23 Service content... .16
V. Room for Improvement.... .16
VI. Summary... .17
I. Market Analysis
China Intelligence Network survey data show that as of December 2014, China's group-buying user scale reached 173 million, an increase of 32 million people over the end of 2013, with a growth rate of 22.7%. Compared with the end of December 2013, the proportion of China's netizens using group-buying increased from 22.8% to 26.6%. Meanwhile, mobile group-buying is growing rapidly, leading the development of group-buying market. At present, the scale of mobile group-buying users reached 119 million, with a growth rate of 45.7%, and the proportion of mobile group-buying usage increased from 16.3% to 21.3%.
After four years of rapid evolution, group-buying websites formed a more stable market pattern in 2014, with Meituan.com ranking first in the industry with a brand penetration rate of 56.6%. Jushu, Volkswagen Dianping Group, and Nuomi were similar, with 33.4%, 30.1%, and 25.9%, respectively, ranking second to fourth. 58 Groupbuying ranked fifth.
The prosperous development of the group-buying industry relies firstly on the overall prosperity of the O2O business model, and secondly, the support of the national policy, the enhancement of the service provider's ability to integrate resources, the improvement of the consumer's consumption requirements and its price sensitivity, and other factors **** with the promotion of the group-buying industry's rapid development. In addition, the high-speed development of the information age has broken the traditional pattern of direct supply to consumers in the offline catering industry, movies and KTV. Online group-buying establishes a new mode of contact between consumers and merchants. Its low price, many merchants, convenience and many other advantages make consumers favor the group-buying industry.
The following is a competitive analysis of Meituan.com and Dianping.com.
2.1 Positioning Slogan
? MeiTuan.com ( / ): MeiTuan once, beauty once
Site Description: MeiTuan.com - China's group-buying market well-known local life consumption platform! Every day for you to select dining food, movie tickets, KTV, leisure and entertainment, hotels, travel and other ultra-low discount offers, but also free lottery, so that your dreams come true, eat, drink and play a one-stop solution! We have a consumer protection program that allows you to buy with confidence! The first thing you need to do is to get your hands on some of the most popular products and services in the world.
? Dianping.com: Dianping in hand, eat and drink without worrying
Site Description: Dianping.com (dianping.com) China's well-known local life information and trading platform, not only to provide users with dining, shopping, leisure and entertainment and life and other areas of the merchant information, consumer reviews and discounts and other services, but also to provide group purchases, wedding one-stop booking, takeaway and e-membership cards, etc.
We are pleased to announce the launch of a new website for the Dianping website. O2O transaction services. The mobile client has become a high-quality tool for local life.
2.2 Development Status
Table Note:
1) The number of days of APP use per week and the order rate are from 199IT's "GEO: Group-buying O2O Mobile Application Insight Report Group-buying Users Stayed Only 10 Minutes a Day on Average"
2) The rest of the data are from Alexa China, March 31, 2015 data.
Table analysis:
From the website description and table, we know that Meituan.com and Dianping.com have similar business, both focusing on services such as dining, shopping, leisure and entertainment, and discounts. Users will flow between the two sites and finally find their favorite restaurants, entertainment venues and so on.
The difference lies in:
Meituan.com started late, the development is fast, covering a wide range of cities, there is a vast number of one, two, three and four tier cities of the mass base, as of January 2015, there are 661 cities covered in China. There are now nearly 200 million users and 800,000 merchants [2]. At the same time that Meituan.com's food group buying is booming, it has also created a more successful cat's-eye movie as well as a hotel group buying business that makes Ctrip and Where to go look sideways.
Dianping.com started earlier, focusing on first- and second-tier cities in the early days, and has now begun to expand into third-, fourth-, and fifth-tier cities. Its roots lie in the Dianping system, which has accumulated a large user base for Dianping's group purchasing, and group purchasing has become a vertical business germinating on the soil of the Dianping system. And its group-buying business can also feed back to the Dianping soil. In addition to group-buying, VWDianping is also focusing on the development of booking, takeaway, flash benefits and other businesses. And Tencent's investment in the intervention of the public Dianping access to Tencent's resource support, for its further development played no small favor.
3.1 Comparison of the main functions of the product
3.2 Analysis of product features
3.3 Overall experience analysis
Meituan.com's business area covers a wide range of merchants. The navigation logic is clear, the operation is simple, and there is no intermingling of functions. The interface is friendly and the style of each interface is unified. Meituan.com has outstanding advantages in movie and hotel booking, and the user review rate is high.
Dianping.com has a wide range of businesses, including group buying, booking, e-membership card, takeaway, etc., but most of the businesses lack deep plowing, and the degree of concentration is insufficient. The navigation categorization is not clear, and the style of each interface is slightly different after jumping. However, relying on its rich merchant data and review information, Dianping has more functions that other competitors do not have, such as restaurant search and community interaction and offline activities, etc., with a better user experience, which to a certain extent enhances the user viscosity.
Fourth, interaction design and visual design analysis
Mature site interaction details are more, the following excerpts reflect the characteristics of the site details to illustrate.
4.1 Meituan
4.11 Meituan interface
? MeiTuan.com home page navigation
MeiTuan.com second level page navigationThe style of all levels of the page is unified, all using a small fresh style, relaxing color fill. The animation is overly reasonable and interesting. The interface is clear and not crowded, and you can find the functions you are looking for at a glance. The top list of anytime back, not satisfied with the free, expired back, etc., the location is obvious, so that users can buy more assured.
4.12 Interactive details
? Navigation bar
The left navigation on the left side that can be retracted, and the menu bar that shows the hidden menu bar when the mouse is hovering. Both can save screen display space when unnecessary. And it allows users to filter further without going to a secondary page. In the daily updated movie menu can also be updated in time to show the current hot screen. This allows users to quickly and intuitively understand the current hot movies, which can effectively reduce the user's operating steps.
? Before Food Selection
After Food SelectionBefore Food Selection, users can filter by food category, region, and number of people, and after filtering, the option bar is automatically hidden, leaving only the selected line of information bar. If the user is not satisfied with the selection, delete the selected category, the corresponding information column automatically appears, the user can choose again. Simple to understand, easy to operate, and auto-hide function to save screen space.
?
The user reviews summarize the keywords in the user reviews with what people are saying, so that users have a clearer understanding of the characteristics of the merchant's food and services. Users can select the content they are interested in according to the categorization of good reviews, medium reviews, and pictures when reviewing the reviews.
4.13 Movie Interface Display
The movie home page Flash displays the daily MMT recommendations, allowing users to keep up with the latest deals. The style is fresh and complements the overall style of the webpage. It can be closed when not necessary to save screen space. The poster of the movie being shown is large and beautiful, attracting customers.
4.14 Service Content
The top right corner is labeled with Meituan customer service for phone inquiries, and there are also newbie guides, tutorials, and other service content.
4.2 VWDianping
4.21 VWDianping's interface style display
? Dianping.com home page navigation bar
Dianping.com group purchase home page navigation bar Dianping.com booking page search bar Dianping.com preferential interface search barDianping.com each interface navigation bar style is not uniform, Dianping.com home page and group purchase page, booking page for flat style, and the style of the United States similar to the style of the group network, relatively small and fresh. And the booking page and other pages in different colors for the green, the other are orange-yellow. Offers, takeaways, membership cards, activities in the same city, community and other pages of the button and the search bar or a bumpy metal style, compared with the home page, group buying page is relatively small, there is a sense of obsolescence. It may be related to Dianping.com's recent focus on developing group-buying business and not optimizing other functional interfaces in a timely manner.
4.22 Home page content
The home page has a lot of content, but it is clearly categorized. Restaurant reservation, selected content, selected information, activities in the same city, VIP star and so on. For users who only use the group-buying function can enter the group-buying interface, without being interfered by other functional information.
4.23 Service content
Online customer service is selected according to different categories, which is clear and diverse, and can be used for consultation or complaint services, and there is also a customer service hotline.
V. Room for Improvement
1) Meituan.com food, movies and other group-buying content is becoming more mature, slightly lacking is the points system, only through the order evaluation and consumption of points equal to the amount, if you add daily punch card, user interaction and other features can effectively encourage users to log in every day to increase user viscosity, enhance the user's sense of honor.
2)Increase the ordering function. Now many group-buying users, including non-group-buying users to the store to order food, ordering food needs a long time to wait for food, resulting in the user waiting time is too long. In the United States to increase the meal ordering function, the inclusion of some hotels, restaurants, menu information, the user can order online, and then fill in the dining time, and finally online payment. After receiving the information, the restaurant will make the dishes in advance, and put the dishes on before the meal time, so that the user can eat directly at the meal time, saving the user's waiting time.
3) Popularize hotel reservations. Now, although Meituan has a room function in the store. But ordinary users are usually in the search to find the right hotel for group purchase, but often the phenomenon of full rooms. It is recommended to support the reservation while purchasing orders. This is similar to the purchase of train tickets, showing the remaining room type and number, after selecting and submitting the order for payment, then the user will be directly booked successfully. This solves the problem of users purchasing an order and not being able to make a reservation, or arriving at a hotel room that is full and unavailable.
4) Meituan.com food, movies and other group-buying content is becoming more mature, a slight lack of integral system, only through the order evaluation and consumption of points equal to the amount, if you increase the daily punch card, user interaction, and other features can effectively encourage users to log in every day to increase user viscosity, enhance the user's sense of honor.
Dianping.com based on the layout of the three or four lines of the situation is not deep can vigorously develop the operations team, expanding the three or four lines of the city. On the basis of focusing on the development of the group purchase function, improve the community, membership card and other functions. Strengthen the layout of other local life O2O segments outside the catering group purchase, for example, in the movie seat selection, you can use Tencent resources to support the investment in shares and other integration of a good user base, good operational capacity of the site, such as Gervais.
Six, summarize
Meituan.com is committed to the development of group purchasing, covering a wide range of fresh interface, good interaction. In terms of food, hotels, movies and other aspects have been developed very well, you can add features such as daily punch card to increase user viscosity.
VW Dianping began to focus on the development of third and fourth-tier cities, looking for new ways to cooperate with Tencent, using the strong user base of WeChat, payment convenience and other features, and Tencent *** with the development of some innovative applications. Compared with the U.S. group, VW Dianping's ability to push the ground is weak, the need to build a wolfish corporate culture at the grassroots level, to improve the level of grassroots employees to push the ground.
[1] Data from CNNIC's 35th Statistical Report on the Development of China's Internet, and 199IT's 2014 Inventory of China's Group Buying Market
[2] Data from 199IT's 2014 Inventory of China's Group Buying Market