This article will analyze from the following aspects:
Product overview
market analysis
User analysis
functional analysis
Business analysis
abstract
I. Product Overview 1. 1 Product Introduction
Gade ranking is in the form of PGC ranking, which provides users with shopping and consumption needs with objective and neutral goods ranked by merchants, basically covering most common goods, medicines, major restaurants and city service providers in popular cities. Its ranking basis mainly comes from the major rankings, which are sorted by editors to prevent bidding ranking.
1.2 product function frame diagram
Product architecture
1.3 Typical use path
A. Users shop on the website and want to know what goods are worth buying under a certain category.
B. Users want to find restaurants/other city services.
C. Users want to buy things, get shopping subsidies or find coupons.
D. users don't have a clear shopping goal, just look around.
Second, the market analysis 2. 1 market boundary
Gade Ranking is an auxiliary shopping APP, which mainly provides consumers with various commodity ranking and city service ranking services, and at the same time provides more favorable purchase channels.
The target group is rational consumers who have certain spending power and pay more attention to product differences and product parameters. With the wider and more perfect coverage of its commodity ranking and urban service ranking, the target users of its products are also increasing, and the market boundary is constantly expanding.
2.2 Market space estimation
Gade's ranking mainly covers rational consumers who shop online, have certain spending power and pay more attention to product differences and product parameters. The user groups are mainly between 25 and 40 years old.
The 43rd Statistical Report on China's Internet Development released by CNNIC in 20 19 shows that the number of Internet users in China is 829 million, and the number of online shopping users is 6 10 billion, accounting for 73.6% of the total number of Internet users. Netizens aged 20-39 account for about 50.3% of the total number of netizens, and netizens with high school education or above account for about 43. 1%.
It is estimated that by 2020, online shopping will cover about 80% of netizens, and the number of netizens will reach about 900 million. 10~ 19 netizens accounted for 17.5%, and netizens aged 40~49 accounted for 15.6%. High school education and above basically refers to1users aged 8 and above. These people account for the vast majority of the group with a monthly income of more than 3,000 yuan, and the target group also covers a small number of students and the elderly aged 19.
According to the data of previous years, the number of people with a monthly income of 3,000-5,000 has not changed much, and the number of people with a monthly income of more than 5,000 has increased significantly every year, with an annual increase of about 40 million. On the one hand, this part of the population comes from the previous promotion and salary increase of lower-income groups, on the other hand, it comes from the original non-income student group, which is basically the coverage group of online shopping. Based on this calculation, the ceiling of the market is about 300 million to 350 million.
Ai media consulting assessment
2.3 data
2.3. 1 APP own data
In the past year, Gade downloaded about 6.5438+million times on Android and 420,000 times on iOS. In April this year, Arirang's number of independent equipment dropped sharply from the previous average of 400,000 to 550,000 to 240,000. It is estimated that the actual monthly users are around 6.5438+0.5 million to 250,000, and the number of users is small.
Data source -iResearch data
According to Analysys data, Gade ranks as 1 1.6 times a month, 0.6 hours a month, 2./kloc-0 times a day, and 6.0 minutes a day.
2.3.2 Competition data
1) Commodity ranking category
There are few applications in the market that are similar to Gade's ranking. At present, only one app named Top 100 has been found, which is highly similar in business. Top 100 ranking mainly provides goods ranking service, and also has the function of shopping rebate. However, there is too little data on the Internet, only that there is a certain amount of downloads on the Android side, but the functions are not perfect. Generally speaking, there are too few active users, so that they are not entered by the main data platform.
2) E-commerce shopping guide platform
Here, we choose the content community Xiaohongshu in PGC+UGC mode and UGC mode, and the price guide chooses the rebate in OGC mode to compare with one shopping. (Analysys is limited by the trial account, and the data that can be viewed is older.)
Comparison between Little Red Book and Something Worth Buying (Source-Guan Yi Qian Fan)
There is a big gap between little red books and things worth buying, but the user viscosity is the opposite. The ones worth buying are started 66.72 times a month, the ones worth buying are 23.3 1 time, the ones worth buying are used 5.0 1 hour a month, and the ones worth buying are 2.06 hours. The daily startup time worth buying is 5. 13 times, the little red book is 3.52 times, the daily use time worth buying is 23.04 minutes and the little red book 18.62 minutes.
Comparison between Taobao and rebate (data source-Qian Fan, Guan Yi)
The user scale of rebate and ceramics is similar, but there is a gap in user viscosity. The average number of launches of Ceramic Monthly is 18.55, and the rebate is 1 1.67. The average usage time of pottery art month is 1. 12 hours, and the rebate is 0.44 hours. The average daily start-up times of ceramics are similar to rebates, both of which are around 2.7 times. The average daily use time of pottery is 9.78 minutes, and the rebate is 6.29 minutes.
It can be seen that the user viscosity of the price shopping guide APP is much lower than that of the UGC content shopping guide APP. After a well-managed community develops to a certain extent, it can retain a considerable number of users, and users participate in community discussions and content improvement, which also increases users' desire to buy, and users complete their purchase behavior in the APP, forming a complete closed loop.
Xiaohongshu mainly faces female users, mainly facing beauty and clothing. User groups and content are more single, but more targeted than what is worth buying. What is worth buying is aimed at a wider range of users, and because it mainly provides preferential information, the update speed is fast and the information is timely, and users will use the APP more frequently.
However, too much information about what is worth buying also leads to problems. Too much information is chaotic, and the lack of in-depth articles will discourage many users. The rest of the users actually spend most of their time filtering a lot of information.
The overall gap between the two price shopping guide apps is mainly that the content of ceramic art is richer, and more content information is added on the basis of simple rebates and coupons, but the user stickiness of the two products is still far lower than that of UGC-type content shopping guide apps.
3) Urban services
What is selected here are public comments and word of mouth, all of which are apps that provide local life service business rankings and group purchase information.
There is a certain gap between the users of the two apps, and the user viscosity is higher than word of mouth. The average monthly delivery times of public comments are 15.08 times, the word of mouth is 10. 13 times, the average monthly usage time of public comments is10.06 hours, and the word of mouth is 0.43 hours. Word-of-mouth was put on 2.55 times a day, slightly higher than that of public comments (2.36 times), and the average daily usage time of public comments was 9.89 minutes, higher than that of word-of-mouth (6.57 times).
Public comment and word-of-mouth are almost the same market positioning and function, and they are both promotion models of UGC+. The reason why public comment is superior in user viscosity is that word of mouth entered the market late, and public comment has been deeply cultivated in the market for many years. The merchant resources are richer than word of mouth, and all aspects are more perfect and there are more choices.
The reasons for the difference in user scale are as follows: first, the time to enter the market is different; Second, many users use word-of-mouth in Alipay and do not download the word-of-mouth client, which has an impact on the use of word-of-mouth APP; Third, the public comment has business cooperation with WeChat, there is a secondary entrance under the payment function, and there is a WeChat applet, which makes it easier to get traffic from WeChat. As a product of Ali, word-of-mouth will be limited in content dissemination on WeChat, and there is no WeChat applet.
2.3.3 Comparative analysis with competitive products
Gade ranking is a PGC model, where editors with specialized knowledge choose and rank goods or services, or integrate online authoritative rankings to produce different rankings. The advantage is that the output quality can be controlled, and the disadvantage is that the user participation is low.
Compared with competing products in UGC mode, the user stickiness and activity are lower, and the user stickiness data is closer to the two price shopping guide apps in OGC mode. There are few products ranked by PGC mode in the market, which cannot be compared with other products, which is also the core competitiveness of Gade's ranking.
2.4 Summary
The core function of Gade ranking, which is also the most competitive place, is the product ranking of PGC model.
The characteristics of this ranking are as follows: first, it advertises that it is free of charge, that is, it is objective and fair, and second, it covers a complete range of goods. In addition to the common beauty care and digital 3C in other apps, it also covers a large number of daily necessities and electrical appliances. And urban services have always been ranked under PGC mode.
However, the current ranking is not objective and fair enough, and it is not reliable enough. Objective and fair, on the one hand, refers to not accepting money and not doing "bidding ranking", on the other hand, refers to the accuracy of ranking, which is not satisfactory. In the evaluation of online search, a large number of users report that the ranking is inaccurate and objective, and the ranking standard is opaque, especially the evaluation of some professional users, which makes Gade's ranking unconvincing.
For the leaderboards, objectivity and justice are life. For Gai's leaderboard, the criticism of online professional users, especially influential professional users, will seriously hinder the promotion of products.
In this respect, on the one hand, commodities can be divided into different dimensions, and each dimension can have different scores, which makes the evaluation criteria transparent and standardized. On the other hand, we can find influential, objective and independent evaluation agencies and media to assist in the ranking work, which is more labor-saving and convincing.
In fact, users don't particularly care whether your ranking comes from professional institutions at home and abroad. The rankings of these institutions may also be unfair, and users think the rankings are reliable.
On the one hand, I have an evaluation on whether the ranking is reliable according to my knowledge of familiar fields, and on the other hand, I have an evaluation on the accuracy of the ranking based on other media, professionals and other users. Therefore, the ranking standards should be standardized, professional and transparent. For existing users, it is also an important job to improve the stickiness of products to them.
Iii. User analysis 3. 1 age analysis
Data source -iResearch data
According to the data of iResearch in May, 20 19, the main users ranked by Gade are between 25 and 40 years old, especially 3 1-35 years old.
This group of people generally have a certain spending power and have formed the habit of online shopping. Users under the age of 24 account for 10.03%, which is relatively small. The main reason is that most of these groups are students, have not graduated, have no stable source of income, and have limited spending power. Second, funds mainly come from parents, and consumption pays more attention to personal hobbies or personality, and cost performance is not the main concern.
Users aged 25-30 accounted for 22.33%, ranking second among the five age groups. Most of these users have just entered the workplace and have some money, but their spending power is not very strong, and they pay attention to cost performance. At the same time, online shopping has become an important way for them to shop. Compared with users under the age of 24, the shopping concept of these users is more mature and rational.
Users aged 3 1-35 account for 45. 15%, which is the absolute main force in Gade's ranking. Most of these users have stable occupations, and their income level is generally at the middle or upper-middle level, and they can basically achieve economic independence. In addition to daily expenses, they also have certain other consumption budgets. Most people are married, and due to family, children and other reasons, economic pressure is great. They need to buy more kinds of goods than before, so they need to buy high-quality or cost-effective goods through clear shopping guides.
Users aged 36-40 account for 18. 12%, ranking third among the five age groups. These users have basically formed stable consumption habits, have relatively fixed preference brands and purchase channels, and have strong consumption power. The main purpose of using cover ranking is to find a small number of products with high cost performance or high quality in unfamiliar areas.
465438+ users aged 0 and above accounted for 4.37%, accounting for the least. The main reason for the small proportion is that many users in this age group are not good at online shopping, or are used to shopping directly on e-commerce platforms, not good at using third-party tools, and rarely have the idea of comparing prices or actively looking for third-party goods.
3.2 Gender analysis
Data source -iResearch data
According to the data of iResearch 2065438+May 2009, there are slightly more female users than male users, and the gender ratio is generally balanced.
The reason for the overall average gender is that the ranking basically covers most commodity categories and urban services, and is not limited to one or two categories. Compared with apps such as Xiaohongshu and Mushroom Street, the coverage is wider, so the gender is more uniform, and it can provide consumer guidance for almost all users. As for the reason why there are slightly more female users than male users, I think this is related to the functional change of Gade ranking.
Data source -iResearch data
According to the data of iResearch 2065438+February 2009, there are slightly more male users than female users. In the past few months, Gade's ranking has strengthened the functions of subsidies and search coupons.
Data source -iResearch data
The above picture shows the gender data of rebate APP users in May 20 19. It can be seen that there are obviously more female users than male users. Gade ranking attracts more female users by increasing subsidies to users and improving shopping-related functions.
3.3 User Distribution Analysis
Data source -iResearch data
According to the data of iResearch in May 2065438+2009, the users ranked by Gade are mainly distributed in the economically developed coastal areas, followed by the economically active provinces in the central and western regions.
This is mainly related to the level of regional economic development. In areas with high economic level, people's spending power and willingness are stronger. Gator's city service guide is to promote major cities first, which will attract more users, especially Guangdong, as the location of Gator's ranking, and also the first place to promote.
3.4 User usage scenarios
User a:
22-year-old college student, male, about to graduate. He wants to buy a laptop. He looked up the evaluation videos of Zhihu and Bi Li on the Internet, but he still felt at a loss because he couldn't understand them.
A friend suggested that he download the top ranking and let him choose a favorite in front of the top ranking. After downloading, he found a breakdown list of notebook computers, and according to his own budget and needs, he chose a beautiful model from the top models in the list and placed an order in JD.COM.
User b:
A 27-year-old white-collar worker, female, recently bought a house to be renovated, and had difficulty in buying household appliances, such as range hoods, washing machines and refrigerators. There is no evaluation on the internet, basically it is to look at the feelings of friends and relatives around you to have a general direction. The staff of the appliance store can't say clearly which product is much better than the other.
Inadvertently learned from friends that the Gade ranking covers these "evaluation blind spots" products very well, so I downloaded and used them. Under the classification of various products, she learned some basic knowledge and common misunderstandings through the knowledge encyclopedia, and selected several suitable products with the help of the super filter. After the online experience in the appliance store, she finally chose her favorite appliance and completed the purchase and installation offline.
User c:
A 30-year-old working mother has a certain economic strength and just gave birth to a child the year before last. Buy a lot of things for children, especially diapers, milk powder and milk. I want to buy something better, but I'm afraid of being falsely publicized. There are too many soft articles on the Internet, which are mainly recommended by colleagues and friends around me. When I read related articles on Zhihu, I knew the Gade ranking, downloaded it and used it. Seeing that the things I bought before are also on the recommendation list, I have confidence in the software. After reading some other recommended products, I found that it is very convenient to directly connect with merchants' shops in the software, so I don't have to go to various platforms to find them, so I often use the Gade ranking to find things to buy things in the future.
User d:
A 34-year-old veteran traveler, he has been to many countries and recently traveled in China. I want to find some local restaurants, but there are too many soft articles on the internet, many of which are places where foreigners go but locals don't often go. Many of the top public comments are not local characteristics, and the scores are similar, so there is not much difference.
I learned that there are many special rankings in Gade's ranking on the Internet, so I downloaded it and tried it. The rankings of different types of restaurants in different cities are also compiled according to the rankings of many institutions. The possibility of soft writing is relatively small, so I found some shops to taste according to the above recommendation, and the evaluation was good. I'm going to buy some specialties, and I also have the recommendation of local specialties and special snacks. Very thoughtful, I bought some online and took them back according to the above recommendation.
User e:
36-year-old office worker, female, working relatively easily. She often buys things online in her spare time. She also saves money by rebate websites or apps and looking for coupons everywhere.
Recently, she heard that Gade's rebate ranking is relatively high, so she downloaded one to try. In addition to the points given by the general rebate website, Gai recently received additional subsidies, which made her very happy. In addition, Gade also has the function of searching coupons, which makes shopping easier. Now, she mainly uses Gade to get kickbacks and find coupons, and sometimes she browses interest charts.
User f:
32-year-old designer, male, likes niche products with a sense of design. He is a big fan of Hammer mobile phone and Smartisan OS, and Weibo has also paid attention to Luo Yonghao.
Lao Luo often sells him an application called Gade Ranking, which interests him. After downloading and using it, he was attracted by this APP. The interface is simple and clear, there are no advertisements and annoying pushes, and there is no smoky community. The content of the ranking is very comprehensive and practical. He often refers to the contents of the list before buying things, and then chooses the products that suit his taste.
Fourth, functional analysis 4. 1 problem analysis
As an auxiliary consumption tool, the main function of Gade ranking is to provide consumers with a reference for consumption decision-making and a fair, objective and reliable consumption ranking. Before purchasing goods or consuming services, users can check the ranking of the corresponding goods or services in top ranking.
The ranking standard is opaque and lacks credibility;
The display form is single, the content is boring and ungrounded;
Lack of user evaluation content;
The functions related to shopping are not closely integrated.
The credibility of ranking is the basis of ranking survival. The ranking of Gade's ranking does not show the specific source of ranking data, nor does it publish the specific criteria of ranking. It's all edited. In addition, the ranking of some commodities is different from users' feelings, which will make users distrust the ranking and damage the core competitiveness of the ranking.
Gade's ranking shows basically words, with few pictures and no videos, and the words are often very long. Some words are also very close to the manufacturer's promotional words, which can't meet the needs of users. Some users have no patience to read them, or they can't grasp the key points after reading them. Users want more pictures, simpler and more grounded words to guide the purchase.
At present, there is no user evaluation function in Gade ranking, and the evaluation comes from the responsible editor, and the evaluation is crawled from the e-commerce platform. However, the number of evaluations captured by e-commerce platforms is small, and most of the above evaluations lack value, and the edited evaluations may sometimes be biased. Users want to see more realistic and multi-dimensional evaluations, especially those that can reveal some potential defects.
"Special price" module is the main profit point of Gade's ranking, and the perfection of shopping function and the combination with ranking function directly affect the profitability of Gade's ranking. At present, the special price information and recommendation information displayed by Gade ranking are often inconsistent with the needs of users, and users have no desire to buy. In some places, there is a lack of jump function, so users can't jump directly from the application to the product page, so they can't complete the shopping process in the application, which brings benefits to the application.
The promotion of Gade's ranking will mainly focus on three aspects: enhancing core competitiveness, improving user experience and improving user stickiness.
4.2 modify the content
4.2. 1 commodity display
In order to make the ranking standard transparent and improve the ranking persuasiveness, a multi-dimensional scoring function is added to display the scores of different dimensions of products and the average scores of users.
Add user comments and rating functions. Users can post short comments or detailed comments (evaluations), which are associated with the newly launched community functions. Users can also ask questions they are interested in. Product features in the user comment set will be displayed below the total score.
Access to third-party evaluation to provide more reference for users.
Add the functions of browsing product drawings, viewing and comparing product parameters.
4.2.2 Community functions
Initially, it was an evaluation community, and there was no first-level entrance. After a certain number of users, upgrade to product community.
The so-called evaluation community is a community centered on product evaluation function and user evaluation and evaluation. Product review is a review module on each product page, and reviews are subdivided into short reviews and detailed reviews (evaluations).
At first, only the product page and personal page were set up. Later, after the number of users increased and the coverage of comments was greatly improved, a first-class entrance was set up, so that users could wander around and look up different products and different categories of products. Users can set the categories they are concerned about, or predict the categories they are interested in according to the browsing records. When there are new hot products, they can directly push evaluation messages.
Community-related business:
User source:? At present, there are few users in Gade ranking, and the increased UGC content requires the presence of KOL users and professional users and content production, so it involves obtaining seed users.
At the beginning, through the third-party evaluation module, we can get part of the traffic of the third-party evaluation institutions and their audiences and readers. You can invite the staff of the evaluation organization to settle in, provide high-quality comments on the products they have evaluated, and provide more details or things that are inconvenient to say in the evaluation.
Users who are familiar with this field in the early stage brought by evaluation institutions should be encouraged to comment more through certain incentives. Relevant editors should also actively participate in the early interaction with users, such as interacting with users in comments and answering users' questions in the product Q&A module. Promote through special post bars, forums, QQ groups, WeChat groups, etc.
User incentives:? For the personnel of evaluation institutions and well-known industry media. , you can authenticate the account and display it in front of scenes such as comments.
Editors should check the content of comments in time. For users' high-quality comments and evaluations, first, it can increase users' more "experience values" and upgrade their grades faster. Comments can be displayed in front, and the high-quality evaluation can be directly pushed by users who pay attention to related fields; Second, for content that has not been commented before, or professional users who have accumulated users in the early stage, additional subsidies can be provided as rewards for their use in the special functions of the Gade Ranking APP to encourage users to discover and use other functions in the Gade Ranking and promote traffic realization; Third, after a certain number of users reach, the creator incentive plan will be implemented, and the author will be rewarded with a certain shopping subsidy according to the amount of reading, interaction and praise.
User community management:? Mainly to prevent too much water army and junk information and improve user stickiness.
First of all, when registering, it is required to bind the mobile phone number to publish the content. Secondly, in order to prevent spam, when the initial number of users is relatively small, thesaurus+manual filtering can be adopted, and the minimum interval and the minimum number of words for sending messages can be limited.
4.2.3 leaderboard display optimization
When users do research, the feedback from users is that the brand list does not meet the use requirements, and its ranking dimension and content need to be optimized. At the same time, the entrance of the super filter was ignored by many users and its entrance was adjusted.
4.2.4 Food and other optimization
In addition, the classification of online celebrity restaurants has been added to the food section, and the newly emerging local restaurants have been inspected and evaluated, and updated in time to better meet the daily needs of local people. Others involve the optimization and joint modification of the home page and "My" page.
Verb (abbreviation of verb) operation analysis 5. 1 current operation analysis
It has been nearly three years since 2065438+launched the public beta in September 2006. At present, a number of core users with high loyalty have been accumulated, but the total number of users is small and there is a downward trend.
Online publicity mainly relies on two investor channels in Weibo, which has achieved certain results in a short time. However, due to the transparency of its ranking and the identity of investors, there are limited users who can stay for a long time. The activities in the application mainly focus on the activities of the e-commerce platform, and the activities about active user groups and improving user activity are limited.
There is a set of gold coin system for users' incentives, but gold coins have little effect and can only be used for the lucky draw of two commodities, which is not attractive to users. In the current gold coin system, users can earn gold coins through daily use, including using APP, reading leaderboards, reading articles and sharing content. Users can participate in the lucky draw with a small amount of gold coins. At present, there are two prizes, one is electric mosquito-repellent incense and the other is electronic cigarette. The unit price is not high, and there are few types.
The incentive effect on users is not strong, users have no final incentive, and the rewards are too small, which is unrealistic for most users.
The implementation conditions are too simple. Reading lists and articles can increase gold coins, including clicking in and exiting immediately, which is not helpful to improve the actual utilization rate and effect.
The set tasks are divorced from reality. Because the content of the current ranking is basically a list, it will not be updated frequently, and the popular article column has basically been abandoned. Users often use it only when they need to buy things, and rarely come to hang out every day. These tasks seem to be purely to improve daily data, not really to improve user stickiness and retention.
5.2 Design and operation activities: Everything can be built.
Activity theme:
Encourage users to take pictures of the good goods and shops around them, write down the reasons for their recommendation and upload them to Gade. ? Purpose of activity:? Improve user activity, tap KOL, and prepare for the launch of UGC-related content such as community. ? Activity time:? From now on, UGC content will be online.
Activity preparation:
Open the APP for the first time during the event and the event promotion page will pop up.
The home Banner is displayed continuously, and the activity area is set, so that users can view the content uploaded by other users and interact (just like the designed community function).
Mobile phone notification push, Weibo publicity every day.
Activity rules:
User comments should be no less than 20 words, with at least 1 picture, which should be related to specific categories and products when released. Medicine does not participate in activities.
The top five users with the highest number of likes in each secondary category will receive 20 yuan, which is an additional shopping subsidy provided by Gade for shopping in Gade's ranking. Users who publish the top ten most popular detailed comments in each category will also receive additional shopping subsidy awards, and 50 yuan will receive up to 2 winners in each specific category. These users can join the core user groups of Gai ranking categories, communicate with Gai ranking editors in time, provide feedback, and notify them as soon as there are activities. (The main category is 2 1+ 13, and the secondary category is 9 1+ 10+92).
For users who provide goods and shops not listed in the original ranking, if they meet the requirements of the list after editing and verification, they will be given an additional shopping subsidy of 2 to 20 yuan depending on their quality and popularity in the community.
The content generated by this activity will be directly imported if it is online with UGC related functions.
Abstract of intransitive verbs
For the expanding online shopping market, there are almost no equal competitors in the ranking, while the number of users in the online shopping guide market is increasing, which is an excellent opportunity for ranking. Gade also needs to continue to strengthen its core competitiveness, be more transparent and fair in product ranking, optimize the use experience in use, enhance user stickiness, and kill a world in the online shopping guide market.
This article was originally published by @ sys.sys Everyone is a product manager and it is forbidden to reprint without permission.
The title map comes from Unsplash and is based on CC0 protocol.