The analysis of take-away products of Meituan (I) is still going on, and the rest and summary will be shown in the product analysis (III). If there are any problems in the analysis, I hope I can get your advice.
III. Product analysis
1. Product overview:
Meituan's take-out is an O2O platform that focuses on selling outside, while constantly expanding other service scenarios (such as fresh fruit, supermarket convenience and dessert drinks). We have established communication channels between users and merchants, and set up our own professional distribution team in order to provide better distribution services.
2. Product development trend:
According to the iResearch index, as shown in Figure 3-1, the monthly independent equipment number trend of Meituan take-out in the past year tends to be dynamic and stable, with two big downward trends (September 2 118 and February 2119), of which the downward trend is the most obvious in February 2118, probably because some users no longer have the conditions to order food because of their reunion in the New Year. The details are as follows: From May 2118 to August 2118, it showed a steady upward trend, while from September 2118 to October 2118, it showed a downward trend, from October 2118 to February 2118, it showed a downward trend, and it began to pick up in April 2119.
3. Iterative version of product history:
4. Conclusion:
According to the above table, the development of Meituan Takeaway app can be divided into three stages:
1. Exploration period (v1.4.5-v3.8.1):
At this stage, address filling, order cancellation and.
2. Growth period (V4.1.1-V6.11.1):
This stage begins with the change of the takeaway logo of Meituan, indicating that the basic functions of the product have been realized. Enterprises began to optimize the product image, improve the UI design, optimize the user experience (that is, value-added functions), start new activities, and try to open up new business markets (fruits, convenience stores, flash purchases).
3. Maturity (V7.1.1-V7.13.1):
When Meituan's take-away red envelope package is upgraded to Meituan's membership, it shows that the product has already had a large market scale, and the product has entered maturity, so as to build its own membership system, increase users' sense of belonging, and continue to optimize the user experience in product use, increase user viscosity and increase user activity.
4. Future (V7.14.1-V? )
In the future, increasing user viscosity and increasing user activity will definitely be the core task of Meituan's takeaway, but when the takeaway market is fully mature, new business markets (fresh fruit, convenience stores, flash purchases, etc.) may also become new power points.
iv. product functional structure &; Business process analysis
1. Product functional structure:
The functional structure of Meituan Takeaway app is divided into four modules: ① Home Page, ② Members, ③ Orders, ④ My
four modules can all be accessed through the bottom TAG, among which ① Home Page is the navigation page, which is entered by default after the app is opened. When the home page slides down, the home page icon changes to back to the top with one key. ② Members mainly apply for membership and exclusive benefits (purchase of red envelopes and large amount of exchange). ③ The order module displays all initiated orders (completed, cancelled and being traded), and shows the merchants who often buy. ④ mine is a common function module of app, and the specific structure function diagram is as follows:
3. Product business process:
Delivery is the core business of take-away, so this analysis will analyze the delivery process from the time the user places an order to the time the user receives the meal, as shown in Figure 4-4.
When sorting out the flow chart, I found a small problem: In the current version, when the customer urges the order, the reminder information is fed back to: If you want to be sure, you have to call the food delivery staff, and the food delivery staff is often on the road, or calls others, and rarely answers. Therefore, it is suggested that when users order reminders, they should first judge where the meal is, send reminders to the shops, and send reminders to the riders, and how long it will take for the riders to reply directly when they are free.
5. Product page analysis
1. Home page:
Meituan take-out is aimed at people's dining problem, and there is a century-old problem in dining-what to eat? When I open the app, the user's first need is to find what I want to eat. Therefore, the home page is the default page of app, which mainly helps users to select the target dishes. See the following analysis for details on how to help users choose meals:
The home page is long, and this article is divided into four parts according to the display length of the mobile phone screen, and it passes through four parts in turn by sliding down.
functional analysis:
the main function of the home page is to guide users to target businesses. How to do it? Mainly through the following six basic functions:
1. Positioning function: take the initiative to screen merchants for users through positioning to avoid wrong orders.
2. Search function: Set the search function for targeted users, and provide recommended search words and recommended businesses for historical search and popular search on the search page according to the history.
3. Classification function: First, the main classification icon is shown in Figure 5-1. Although Meituan has developed services such as dessert drinks, supermarket convenience, vegetables and fruits, medicines, etc., the main body of the app is still sold outside. Take-away content or take-away information, in order to quickly enter other businesses, it is very important to classify icon. Secondly, fine classification. For users who have only a general direction but no specific goals, it is more convenient for users to browse businesses and determine their goals through the classification function. The display of fine classification icon is very important, too many are difficult to find, too few can not be accurately located, so it is displayed according to the user's historical habits in combination with the recommendation function.
4. recommendation function: if the first two kinds of users are relatively easy to guide the target merchants, then there is another kind of user who doesn't know what to eat. How can we solve it? This requires recommendation functions, such as "Best Choice for You", "Preferential Zone" and "Big Brand Selection" on the homepage of Meituan Takeaway app. According to brunch, lunch and dinner, weekly preferential activities, favorable comments on merchants and past consumption habits, we will "tailor-made recommendation" for you as much as possible. Moreover, since the V7.3.1 version, intelligent ordering and customized recommendation functions have been introduced.
5. merchant display function: what should I do if none of the current methods get the desired results? At the bottom of the home page, the brief information of "pick yourself up at the store" and "nearby merchants" is listed, and the key information (store name, score, delivery, per capita, distance, time, etc.) is displayed, so that users can find the target goods by wandering. But on this basis, sorting and screening functions are added to improve the selection efficiency.
6. Shopping cart function: Different from e-commerce shopping carts, you can buy multiple merchants and multiple items at a time. Takeaway is usually only bought one at a time, so each merchant page has a separate settlement button. Shopping cart is mainly used to compare orders of multiple stores.
interactive analysis:
1. Slide up and down: the main page contains a lot of content, so the screen can't be displayed completely at one time, while the mobile phone is vertical when used, and it can maintain better coherence by sliding up and down than sliding left and right.
2. Swipe left and right: such as "scrolling advertisement playing page" and "self-inviting merchants". More content is displayed in the limited space, and for the "advertising page", dynamic scrolling is more likely to attract users' attention.
3. Click to enter the page: The homepage of Meituan is mainly used for navigation and drainage. So most of the buttons, click to enter the segmentation page, such as "Best for You", "Category icon", "Preferential Zone" and "Allowance Selection", click to enter the corresponding channel page, while "Big Brand Enjoy" and "Nearby Merchants" click to enter the merchant page. "Search box" enters the search page, "location" enters the receiving address page, and "information" enters the message center page. And the keyword recommendation under the "search box", click to enter the search results page.
4. click sorting: mainly in nearby businesses, sorting according to different needs.
5. click to expand the drop-down menu: "comprehensive sorting" and "filtering" in nearby businesses. Because there are too many options, and the current level is already low, it is not suitable for making pages alone, so it will be partially hidden and expanded through the drop-down menu.
6. floating frame: the "allowance selection", "shopping cart" and "smart ordering" are in the form of floating frames, which move with the movement of the main page.
One-button top: When the page slides down, the home button becomes the top button, and one button returns to the top of the page.