Time: April 23, 2020

Due to the epidemic in early 2020, the demand for home cooking surged, and the recipe app also ushered in an unexpected explosion. Recently, I experienced several gourmet cookbook apps and made an analysis report, hoping to help you cook and choose a gourmet app that suits you.

Selection of competing products: In the category of "Food-Menu" selected by Huawei's application market, according to the cumulative installed quantity and the number of comments, Summer Kitchen (600 million installed quantity, 17483 comments) and Douguo Cuisine (1 100 million installed quantity, 392 comments) occupy the top two of similar apps and are far ahead, so they are chosen as the analysis objects.

In addition to recipes-focused apps, public comments (2.6 billion installations), vibrato short videos (9.3 billion installations) and Xiaohongshu (65.438+70 billion installations) have a large number of users uploading recipes, which has a larger traffic channel. This is a competitor that cookbook apps needs to pay more attention to. Limited by space, we will do the analysis later.

First, boiled three usage scenarios:

(1) Learn about a dish on the app, learn how to buy ingredients, and then cook.

(2) There are some ingredients at home, but I don't know what dishes are suitable for cooking, so I use the method of consultation to supplement some ingredients and utensils before cooking.

(3) I don't know what to cook, so I read the recipe recommendation on the app, and then I buy my own ingredients to cook.

Second, the function comparison:

This chapter compares the experiences of the two products according to the usage scenarios:

Too long to read version:

1, the scene (1) is similar to (2). Enter keywords in the app, select recipes, learn methods, buy ingredients, and then cook:

Take pot-wrapped meat as an example:

Go to the kitchen:

Figure 1: Search for "pot-wrapped meat", you can further filter the recipes or adjust the sorting method according to the labels under the search bar, and there are video recipes to further facilitate learning.

Figure 2: Because uploading recipes requires detailed materials and steps, the order of recipes is very clear, and there is "throw into the basket" at the top of the bill of materials, and the purchase list is automatically generated. Cookies can also be collected.

Figure 3: The interactive area below the menu can upload comments and works made by users according to this menu. Further provide more reference information for users. Under some recipes, users uploaded a lot of works, which shows that kitchen users are very active.

Figure 4: Set columns. You can view the previously collected recipes, and the vegetable basket icon on the upper right is "vegetable basket".

Figure 5: Vegetable basket. You can buy raw materials in turn according to the menu. For the user's existing raw materials, click "Generate" and "Delete" to facilitate the user to purchase materials.

Beans and fruit foods:

Figure 1: Search for "pot-wrapped meat". There are three rows of options or labels under the search bar. You can choose the type of information (recipes, goods or courses, etc.). ) to further screen the sorting methods and labels of recipes. In addition, the video menu is specially placed on the right side, which is more eye-catching.

Figure 2: Because uploading recipes requires detailed materials and steps, the order of recipes is very clear, and there is "Add to Purchase List" at the top of the bill of materials, and the purchase list is automatically generated. Recipes can be collected. And the menu has nutritional analysis, which has great reference value for users who need to strictly control their diet.

Figure 3: The interactive area below the menu can upload comments and works made by users according to this menu. Further provide more reference information for users. However, the interaction frequency between beans and fruits is obviously not as high as that in the kitchen.

Figure 4: Mine. You can check the shopping list, which is not easy to see than going to the kitchen.

Figure 5: Purchase list. You can buy raw materials in turn according to the menu. For the user's existing raw materials, click "Generate" and "Delete" to facilitate the user to purchase materials.

2. I didn't know what I wanted to cook, so I read the recommendation on the app:

Go to the kitchen:

When you go to the kitchen, you can look at the recommended recipes from four paths and integrate them into the community function: 1, paying attention to the dishes cooked by users; 2, recommendation, intelligent recommendation according to the algorithm; 3. Discovery can be selected according to the label; 4. Menu classification.

Beans and fruit foods:

There are several ways to view and recommend in the bean and fruit gourmet app: 1, recommended on the home page; 2. The latest recipes; 3. Drag the home page down to see the recent recommendations; 4, video recipes; 5. Click on the menu categories, and each category also has recommended recipes.

3, purchasing ingredients and appliances

The e-commerce functions of the two apps are very close. They are all purchased from cooperative merchants and then sold to users by using e-commerce functions. The number of commodity categories is relatively close, ranging from 15. And they all provide limited time special recommendation and recent new product recommendation.

The biggest difference is that the interface of the kitchen is simple and fresh, close to the style of Douban (the kitchen designer worked in Douban in his early years). The interface of bean and fruit food is lively, similar to Taobao.

Go to the kitchen:

Beans and fruit foods:

Third, summary.

Generally speaking, for small white users who are not familiar with cooking, the experience of using the kitchen app is more friendly.

The interface of the kitchen is simpler and the interaction process is simpler. Moreover, due to the large number of kitchen users, frequent user interaction and strong community atmosphere, many recipes have supplementary materials for reference, including comments and works uploaded by other users. Comparatively speaking, the functional design of bean fruit food is somewhat redundant, and the user activity is obviously low. Nutrients are displayed in the menu of beans and fruits, which is a bright spot for users who need to strictly control their diet.

There are also some features that I want to add to the new version of the application:

1, after the user selects the menu, he can directly place an order in the mall according to the shopping basket or purchase list and arrive on the same day, without typing and searching in the mall or purchasing through other channels;

2. According to the menu taste, the number of diners, the total amount of ingredients and other conditions, the cooking scheme of multiple dishes is automatically matched;

3. Set time reminders in advance for processes that need to be thawed, soaked, fermented or stewed for a long time.