This paper will analyze the competing products of Netease snail reading from the following aspects. Let's take a look together.
1. Background
2. Purpose
3. Industry analysis
4. Competitive product analysis
5. Comparison of basic product information (product structure diagram, user experience and business value analysis)
6. Comprehensive analysis
7. Conclusion
The sudden epidemic in 2020 will make people stay at home and reduce their behavior of going out. In the new consumer market dominated by online consumption, the competition will be more intense. ? There are not only veterans of the reading group, palm reading technology, book flags, Migu reading and other industries, but also emerging emerging players such as Migu novels and online literature. At present, WeChat reading is the mainstay, followed by QQ reading, Baidu reading and tomato novels. Whether it is infrastructure such as book copyright or business marketing model, Netease snail reading still has a certain gap.
By investigating the latest market data and reports, we can understand the current situation and market situation of mobile reading industry, analyze the current market positioning, user group specificity, function point experience and UI design of Netease Snail Reading, and compare and analyze the similarities and differences with related competing products. In the analysis, we found the bright spot of Netease snail reading and pointed out the direction for future improvement, and finally made a summary.
Experts believe that reading for all is a systematic project, and it is necessary and significant to establish national reading regulations to regulate and guarantee all kinds of reading activities. From June 2065438 to June 2007, the Legislative Affairs Office of the State Council reviewed and approved in principle the Regulation on Promoting Reading for All, which aims to promote reading for all, guarantee citizens' basic reading rights, improve citizens' ideological and moral quality and scientific and cultural quality, cultivate and practice socialist core values and inherit Chinese excellent traditional culture.
On March 20 18, the General Administration of Press, Publication, Radio, Film and Television issued a notice: to carry out the nationwide reading work in 20 18, accelerate the construction of the nationwide reading promotion service system, and solidly promote the faster, deeper, more comprehensive and scientific development of nationwide reading work in the new era.
On March 20 19, the government work report added "advocating reading for all". In June 2020, Publicity Department of the Communist Party of China issued the Opinions on Promoting Reading for All. A universal reading promotion service system covering urban and rural areas has basically taken shape, and the concept of universal reading has become more deeply rooted in the hearts of the people.
The government work report of 20021session pointed out that "promoting the integration of urban and rural public cultural systems, innovatively implementing the project of benefiting the people through culture, and advocating universal reading". This is the eighth time since 20 14 that "reading for all" has been written into the government work report.
With the improvement of national income level, the prosperity of mobile economy has been born. Electronic devices carry various contents for people to watch through Internet traffic. With the passage of time, the per capita consumption level of mobile Internet has greatly increased, and there will be more room for growth by 202 1.
At present, with the continuous development of users' digital reading habits, more and more users are more willing to pay for high-quality content, and the wave of knowledge payment is on the rise. In the "internet plus" era when the awareness of copyright protection is gradually established, direct payment by users is developing at a high speed. In 2020, 26.8% of e-reading paying users will spend an average of 100 yuan or more per month. Compared with electronic reading, audio payment has also increased, and users are more inclined to listen to books. Among the users who spend more than 100 yuan, more people are willing to pay for e-reading and realize the freedom of reading.
According to the report, the scale of digital reading industry in China will reach 3.510.60 billion in 2020, with a growth rate of 210.8%. The number of digital reading users reached 494 million, with a growth rate of 5.56%. The per capita reading of e-books is 9. 1, and the per capita reading of audio books is 6.3. At the same time, the average person read 6.2 paper books, 2.6 fewer than last year. People's demand for digital reading is increasing year by year.
5G+ Accelerate Industry Digital intelligent cloud Bookstore Opens Bookstore 3.0 Era
2020 is a year of special significance in the development of the industry. The outbreak of the epidemic and the popularity of 5G commercialization have accelerated the transformation of reading from digitalization to digital intelligence. In this context, the digital reading industry is constantly exploring the "5G+" reading mode, and new technologies and modes such as AI, AR and VR have opened up new spaces and new scenes for digital reading.
With the acceleration of new infrastructure of 5G, cloud services and Internet of Things in the field of digital reading have entered the fast lane of development, and new scenes and modes such as cloud library and cloud bookstore have emerged. At the China Digital Reading Conference, Migu Digital Media will release the business operation mode of Migu Cloud Bookstore, and will join hands with more than 300 domestic book publishing units and cultural industry partners to create an online and offline knowledge and cultural life cloud platform, bringing users one-stop cultural content experiences such as paper books, e-books, knowledge payment and cultural creation, and opening the bookstore 3.0 era.
In the face of the rapid growth of mobile reading, a large number of participants have emerged, and established manufacturers, emerging enterprises and cross-border giants have made efforts. For example, Alibaba Literature, Palm Reading, Tomato Free Reading, Reading Group and other companies. Netease snail reading is different from the novel theme APP on the market, paying more attention to the field of deep reading, mainly selling serious literature. Wechat reading APP also has this attribute, so comparing it as a competing product has strategic significance in many aspects.
According to the further analysis of seven wheat data, we can know that WeChat reading and Netease snail reading are in the forefront of the book category list, especially in the best-selling list of the classification list.
Judging from the basic information of the product, the reading time of WeChat is earlier than that of Netease Snail, and it has an earlier user population. Although Netease Snail went online late, it gained a number of users with its brand-new reading form "Fragmented Reading".
As can be seen from the structural framework, the two products have their own emphasis on product positioning.
Netease snail reading has a simpler overall structure, creating high-quality reading, showing everyone's recommended reading and book list comments, and recommending reading for more users. The classification part has been classified according to the hot spots that users pay attention to, and the whole is simpler.
The overall structure of WeChat reading is slightly responsible. Relying on a wide range of WeChat users, while providing reading, it establishes a knowledge social zone based on the social relationship chain of friends, and makes classified recommendations according to the characteristics of different groups of people. The personal part mainly promotes the shopping part of paper books, and adds the attention of the community, attention and rankings, but the content is too complicated, so it is more important to adjust the clear logical framework in the future.
(1) homepage user interface comparison
Let's first introduce the open homepage interface, with Netease snail reading on the left and WeChat reading on the right. The two colors are different. Netease snail reads with black buttons, which is relatively calm. Wechat uses bright blue to read, which is consistent with the icon and the overall layout is more dynamic. For the specific festival propaganda, snail reading is not displayed with circular icons, which is clear and clear. Wechat reading uses red at the top to strengthen the importance of reading day. In contrast, Netease snail reading is more conspicuous. On the left, the waterfall is displayed in the form of a net format, while the middle of WeChat reading is in the form of an immersive single picture, which makes the attention more concentrated.
From the functional layout of the home page, there are mainly the following differences:
# Netease Snail Reading is to recommend reading for users and display the book reviews and book lists output by users, and there is no search button for users to choose; Wechat reading emphasizes reading activities, and users search related books for reading. Netease snail reading focuses on books in classification and bookshelf, while WeChat reading focuses on community functions. Let's take a look at adding functions by contacting people and friends around us.
# Wechat Reading's search bar is presented in a separate column. The advantage is that the default search of gray font is recommended according to the user's recent book search record, or the user has a specific book reading to search directly, but Netease Snail Reading is not turned on, so it needs to be searched in the classification interface.
(2) Comparison of reading pages
This is the reading part that allows users to intuitively feel whether the software is acceptable or not.
# Netease Snail Reading When loading the book information page, it mainly lists the detailed contents of the book, the catalogue and the topic of the characters in the book, and implements the atmosphere of guiding everyone to read together and accompany each other to discuss; Display minutes
# wechat reading emphasizes the best-selling degree of books, and emphasizes it with striking red. In addition, the popular selection of listening books has been added to provide reference for later readers according to the recommended value received by the public after reading; Give the opinions and suggestions of relevant departments.
(3) book reading interface
# The reading interface of Netease Snail on the left is dark yellow, and buttons are set at the bottom, which are displayed with icons and words, which is very friendly for novices. You can add comments at any time on the right, and you can choose whether to join the desk for collection after reading in the upper right corner.
# WeChat reading interface is bright, and the bottom buttons need to be debugged with app for a period of time, and the commonly used buttons are directly called out; Secondly, at present, you can choose to listen to books, which is beneficial to sleep and not read books; In the upper right corner, there are more e-commerce buttons to join the shopping cart and social choices of personal homepage, which can be shared.
(4) Personal Center Page Settings
As can be seen from the above comparison, both of them use the same typesetting logic, mainly based on the user's nickname and account information. Different from Netease snail reading, the social circle of reading together is more concise;
Wechat reading emphasizes reading time to rank, and reading records are exposed in the friend relationship chain; Personal information recommendation, you need to click on the message to eliminate the red dot, as well as mandatory recommendation.
As can be seen from everyone's rating of the software, Netease snail reading is lower than WeChat reading in all aspects, and the scoring trend is unstable, and WeChat reading users have the highest satisfaction.
Advantages of
With the fragmentation time of reading for one hour every day for free, it attracts young users and is more sticky.
The book reading interface is simple and easy to enter the immersive reading state.
Books are clearly classified and can be selected according to personal preferences.
W disadvantage
Book copyright is less, which easily leads to the loss of users.
Lack of reading section is not conducive to users reading in inconvenient reading environment.
Lack of basic users
O opportunity
Relying on the vigorous development of online e-reading, we set up a reading group to study with Netease.
User loyalty is high, and it can be jointly promoted by multiple platforms.
Relying on e-commerce, you can turn to permanent access to e-books.
T challenge
In the face of huge users reading WeChat, it is more difficult to break through.
Need to spend money to buy the copyright of books
By comparing Netease snail reading with WeChat reading, we found the shortcomings in Netease snail reading and put forward the following suggestions:
The link of listening to books is added, which is convenient for users to listen to books in an inconvenient environment.
You can add video elements to videoize the relevant recommendations of books, which is beneficial to spread in social media.
It is necessary to strengthen product features, publicize for more users through the platform for one hour for free, improve the utilization rate of products, and then improve the conversion rate of products.
On the whole, Netease Snail Reading is an excellent mobile reading software, which has a unique reading concept, grasps the needs of users in minutes, and has a good UI design, which has been highly recognized by users. Although there is no huge user group of WeChat reading, the simple design interface attracts more loyal reading users.
Of course, there are still some shortcomings in Netease snail reading, such as insufficient copyright, insufficient social groups, and gradual commercialization. These are the challenges that Netease snail reading needs to overcome in the future development.