As early as the PC era, there were active food community products, such as the food world established in 2004. 20 10 with the rapid development of mobile internet, a series of mobile gourmet apps have been established one after another. At present, the top apps in the menu field include kitchen, bean and fruit food, fragrant recipes and so on.
According to the data of Analysys Qian Fan, as of June 20 18 (all the data of Analysys Qian Fan in this article are as of June 18), the total number of monthly active food community apps was 22.334 million, with the penetration rate of the whole network of 2.3%, and the average daily usage time was 1 1.2 minutes.
In terms of business model, the business model of food community products mainly includes advertising, e-commerce, data output and knowledge payment.
Product ranking
At present, the kitchen ranks 186 in the App Store (free), the fifth in the food and drink list (free), and the first in the food community category.
By the end of June 18, the monthly activity120,000, and the penetration rate of the food community industry reached 54.9%, ranking first in the industry.
User stickiness
The average daily startup frequency is 2.2 times. Although the average daily startup frequency is small, the average daily usage time of users is the highest in the industry, which is 16.9 minutes, far exceeding the industry average 1 1.2 minutes. Guess the reason is that users often start the kitchen at lunch and dinner, which takes a long time to cook, but it is less open at other times.
The user retention rate in the next month was 34.59%, ranking third in the industry.
Product trend
In the development trend, the activity of monthly kitchen has been on the rise, while other head products in the same field have recently shown a downward trend.
Product direction
The picture below shows the kitchen event record. It can be seen that the kitchen started with menu tools and gradually moved towards the gourmet community, adding functions such as "market" and "kitchen studio" successively, and constantly optimizing community functions.
summary
At present, the kitchen ranks first in the industry, with the highest user activity and good product development trend, but there is still much room for improvement in user stickiness.
The kitchen is a gourmet community integrating menu inquiry, work sharing, online shopping and knowledge learning.
Product slogan: Only food and love can live up to it.
3.2 User analysis
Gender analysis
The vast majority of kitchen users are women, accounting for 88. 19%, which is in line with the large number of women cooks in China.
Age analysis
There are many kitchen users between the ages of 24 and 30. This is because the kitchen app takes recipes as its core function. Users between the ages of 24 and 30 have just graduated and entered the society soon. They have cooking needs, but they have no cooking experience, so they need the help of cookbook tools. Most users before this age are still on campus, and there is little demand for cooking. After this age, users have accumulated some cooking experience and have little demand for cookbook tools, so there are relatively few users in these two age groups.
Analysis of consumption ability
Users who go to the kitchen are mostly users with moderate consumption power, because these users have a high pursuit of quality of life, have time and energy to cook, and are willing to share and learn. Their needs are highly compatible with the functions of the kitchen. Low-consumption people have relatively low requirements for quality of life and are unwilling to spend time and energy on cooking. High-spending people are mostly successful people and seldom cook by themselves.
geographical distribution
The main users of kitchens are mainly distributed in the Yangtze River Delta, Pearl River Delta, North China and other developed areas. There are many young people in these areas, and most of them have certain spending power.
summary
To sum up, the main users of kitchens are young women with moderate consumption power in developed areas.
According to the pre-use function of the kitchen, user scenarios can be divided into the following categories.
Cooking scene. As can be seen from the figure below, users are most active between noon and dinner, so the cooking scene is the most important scene. Users search for a dish or a certain ingredient through the search function, or cook through the recommendation of the app when they don't know what to eat.
Social scenes. Users publish their own works to the community to share with others, or appreciate the works published by others, and make social interactions such as comments, likes and concerns.
Learning scene. Users can improve their cooking skills and expand their knowledge by studying courses in the kitchen.
Shopping scene. After reading a menu, users can directly buy the ingredients or utensils they need for cooking through the app, or buy some fast food to meet their eating needs when they have no time to cook.
The functional structure of the kitchen app is divided into five modules: ① kitchen, ② market, ③ classroom, ④ collection, Σ me.
All five modules can be accessed through the tabs at the bottom, among which ① the kitchen is the home page, which shows the contents concerned and recommended by the system; 2 the market is the mall page of the app; ③ Classroom is an online course; (4) collecting the collection and browsing history of users; ⑤ I am the user's personal management page. The specific functional structure diagram is as follows:
Because the process of viewing recipes and learning courses is relatively simple, this paper only combs the more complicated shopping process.
The function of the kitchen can be divided into three aspects: menu, market and classroom. This paper takes out a typical page for each function to analyze.
Menu page display
The core page of the menu is shown in the figure below.
Formula requirement analysis
The demand analysis of the main scenarios of menu function is as follows:
Demand ⑤ ⑤ has not been well met in the actual use process. Let's talk separately.
For demand ⑤, users definitely need to know the approximate time they need to cook this meal before cooking, so as to decide whether to cook this meal or not and allocate their work reasonably according to the time. The solution given in this paper is to put "time" and "material" in front of the menu, so that users can have an overall understanding of the menu before cooking.
For requirement ⑥, the average recipe step is more than five steps, and most users can't remember it in one breath. When cooking, it is inconvenient to operate the mobile phone with oil and water on hand, and special functions are needed to solve this pain point. The following figure is the simplest solution provided by this article. Users only need to click "Cooking Mode" before preparing to cook. Other more complicated schemes, such as voice interaction, can also be adopted.
Market page display
The mall page of the market is as follows
market demand analysis
The demand analysis of the main scenarios of market functions is as follows:
As can be seen from the table, going to the kitchen does not provide a solution for scenario (2). When users have this demand, they can only shop offline, or shop in other apps that can be delivered immediately, such as daily fresh food. Therefore, going to the kitchen can optimize the goods, so that users can buy the goods they need immediately by going to the kitchen, which not only improves the user experience, but also keeps their own user traffic.
The following is the solution provided by this paper: open an offline self-operated store in the kitchen, or cooperate with existing stores, so that users can either shop in the kitchen store offline, or place orders online and deliver them by offline stores.
This part briefly introduces the "classroom" function of the home page, and then analyzes the actual experience of the course details page.
Course home page display
First of all, look at the "overall page of classroom customers" and adopt the method of search+classification +feed. Search and classification meet the learning needs of users with clear goals in the form of recommendation, and feed meets the learning needs of users with unclear goals in the form of recommendation.
The course details page shows
Courses are divided into graphic, live and video forms. This paper analyzes the most common forms of course video.
Analysis of course details requirements
The course details requirements are analyzed as follows:
In the actual use process, the demand ① ⑤ has not been well met. Let's talk separately.
For demand ①, users can only have a better expectation of course harvest after trial, and they can also eliminate some bad courses. Good money drives out bad money, which has no loss to the kitchen in the long run. So you can add a demonstration function as shown below.
Regarding the demand ⑥, if the group chat function is added in the kitchen, users don't have to go to the third-party app to communicate, and the product experience will be better. For the kitchen itself, the addition of group chat function can consolidate the social relationship chain of users in the kitchen and effectively enhance the user's stickiness.
Based on the above analysis, the form of kitchen is summarized as follows:
superiority
Leading the scale. The number of active users and the growth trend of users in the kitchen are the first in the industry.
Disadvantaged
1) User stickiness is insufficient. As the app with the largest number of users in the industry, the retention rate is only the third in the industry.
2) Some functions need to be improved. There are still some imperfections in the three main functions of menu, market and classroom, which have been described in Section 5.
chance
1) The industry blank of the new retail model. The online delivery mode of offline stores mentioned in Section 5.2.2 of this article has no precedent in the food community industry. Starting this business in the kitchen will have the first-Mover advantage in the industry, and the layout of giants such as JD.COM Jia Dao, Suning Store and Box Horse Fresh Food shows the good prospect of this model.
2) The way out for community e-commerce. The rise of Little Red Book proves the feasibility of community e-commerce, and the kitchen itself is a product integrating community and e-commerce. Therefore, the kitchen can refer to Xiaohongshu, which not only allows users to share dishes, but also allows users to share food products in UGC, and trains a group of food KOL users to bring volume to their e-commerce platform.
challenge
1) internal challenges. Under the situation that all the head products in the gourmet community adopt recipes+e-commerce+paid content, the kitchen should think about how to form the differentiated advantages of its own products and establish its own core barriers.
2) External challenges. As an important business income, how can e-commerce compete with Taobao, JD.COM and Tiantian Youxian? , to establish their own advantages.
"The mountains are warm and there is no plum fold, and the Qingjiang River can be held alone." When the existing recipes, e-commerce, courses and other "plum words" can not bring core advantages to the kitchen, how can the kitchen find its own "crab" and consolidate its dominant position in the industry? Let's wait and see.