I hope that through the performance of the product form, we can investigate the competition pattern of Douguo Gourmet and the next kitchen in the commercialization of the food vertical field, the position of the industry, the gap that exists, as well as the reasons for the formation of the gap.

As a product person, I hope to analyze the product iteration and operation events, and investigate how Douguo Gourmet has rapidly grown from 0 to 1 in more than two years to become an industry giant.

Second, choose competitors

Douguo Gourmet product content

Next Kitchen product content

We through the classification to glance at the entire product layout, you can find that the two in the layout of the degree of similarity is very high.

It can be found that the channel classification of Douguo Gourmet is personalized home recommendations, knowledge payment, notes community, and e-commerce. The personalized recommendation content contains menu, recipes, articles, activities, advertising, etc., product positioning is emphasized in the content community. The kitchen business modules are focused on the home page, in order of recipe recommendations, (semi-finished) product recommendations, knowledge payment (live classes, e-books), regular product recommendations, menu recommendations, activity recommendations, fixed advertising space, product positioning is emphasized in the e-commerce.

Through the above analysis can be found, the two basic types of content, but accurate to each point is different, indicating that the two are content similar platform. But the difference in platform positioning, the structure is not the same. Douguo Gourmet has a huge content system, and the further segmentation and personalization of the content highlights the data heritage of Douguo Gourmet in this vertical field, and also aspects of the commercialization of the expansion; the next kitchen in order to promote the operational information to the user, the basic functions as a channel, shortening the path of the promotional information to reach the user, but the scene is too skewed towards the e-commerce, and due to the home page of the fixed structure of the reason, the bottom of the module data will be However, the scene is too biased towards e-commerce, and due to the fixed structure of the home page, the data of the bottom module will continue to decrease, which is not conducive to the expansion and promotion of new business.

2. Similar target users

This point can be derived from the previous point, when the content of the two software is similar, the target users are often similar, and both favor female users in the kitchen scenario.

For example, the activities of the two are biased towards kitchenware, parenting, mother and baby, etc., and most of the PGC content is recipe food.

Through the third-party platform can also be learned that the two users are very similar, the main group of 25-38-year-old women.

3. Similar in size

Products of different sizes have different operational and communication strategies, and one of the prerequisites for comparing the two products is that the difference in volume between the two should not be too large.

For example, it is not appropriate to compare a supermarket's own webpage with Jingdong Supermarket, as the difference in capital and volume leads to a completely different business model.

4. Knowledge payment business analysis

The commercialization path of knowledge payment has been relatively clear, the knowledge payment industry has passed the exploration stage. Now there is a more stable profit model. Douguo Gourmet is more inclined to the segmentation of content types, which is convenient for users to match points of interest. At the same time, it also gives the lecturer obvious exposure to facilitate the further expansion of the scale of the fan economy; the next kitchen is biased towards the platform recommended, but the type of content and the degree of difficulty is not clear, inconvenient with the conversion of new users.

The O2O map of knowledge payment + offline services is also very ambitious, and its impact can reach almost all walks of life. Perhaps one day in the future, knowledge payment, like the Internet, will not be an industry, but an infrastructure, as a tool to support the development of various industries. But there is still a long way to go from that day, after all, the speed of development of the domestic Internet is now also very limited.

4. E-commerce business analysis

In terms of the kitchen scene, most of the purchases take place in the user's neighborhood offline supermarkets, or some of the logistics within 1 hour of the O2O platform. Therefore, there is more room for the combination of kitchenware, kitchen appliances, and long-term kitchen consumables.

Douguo Gourmet's selling categories are mostly kitchen appliances, food and oil seasoning, high-end ingredients, and the platform itself occupies the resources of professionals, teachers, and loyal users, and the grass notes will also attract traffic for the goods and establish a community relationship with the trust of the endorsement; and the Kitchen's ingredient packages are not easy to hit the user's first reaction to the needs of the scenario, even if the use of a third-party logistics business, the lower the profitability of the premise is still difficult to form a large-scale business. The premise that it is still difficult to form a large-scale business scenarios.

Third, the improvement of the proposal

On the product point of view, the family kitchen scene is basically included in the stereotypes, people's habits have been developed, large-scale innovation will cause discomfort to the user.

If you want to make your platform more competitive, the best way is to hire more famous teachers, occupy more cost-effective sources of goods, more people with goods. And Douguo Gourmet, as a veteran platform that has precipitated several years of food professionals, undoubtedly has an innate competitiveness.

The way to be able to fixate on their own as well as develop their own way is often not the product itself, but the war outside the product. For example, capital, grab anchor, public relations, policy and so on. Of course, the product is the premise, if the product is not good, all is empty talk.

Fourth, the summary

Douguo food and the kitchen are well-known food vertical platform, the two content, positioning and other aspects are similar. The best way to differentiate between the two is through content and commercialization, which refers to the difference in recommended classifications, and commercialization, which is the direction of the two software's different strategic investments. The two software design, Douguo gourmet more food content encyclopedia, while the kitchen is a vertical class e-commerce stores.

In this article, as a food product commercialization analysis, the final conclusion is that the winners and losers are not in the product itself, but in the platform positioning. But how to balance the relationship between commercialization and user experience has always been a research topic, Douguo Gourmet and UGC content is closely integrated, undoubtedly more likely to be accepted by users and generate further interactive data.