I. Background analysis

1. Select competing products.

At present, there are many applications of recipes in the market, and the mode is relatively clear. Although there are many competing food products, such as: Kitchen, Xiangha Menu, Gourmet Master, good beans Menu, Daily Cooking, etc., kitchen is the first choice for food products that are mature in all aspects.

At present, the first echelon belongs to the kitchen, bean and fruit food, and the kitchen will be taken as the competitive product analysis object of bean and fruit food below. (Source: iResearch)

Second, the strategic level

Comparing the positioning of the two products, the positioning of the kitchen lies in the copyrighted recipes and dietary knowledge; Nowadays, young people pay more and more attention to health preservation, and the role of dietary knowledge can not be underestimated. Even if the menu information is not rich enough, it is acceptable for people who love health preservation.

A large number of recipe information of bean and fruit food and the way to teach users to cook easily are also a major feature of their own, and they can also meet the needs of many users who like to try food practices constantly.

1. User population