01 Product Overview 1.1 Product Introduction
Gade Ranking is a simple and straightforward PGC list format that provides valuable consumption reference for middle-income people in the era of consumption upgrading. Opinion APP.
The team will collect evaluation reports from various databases and institutions, and then combine it with expert interviews to summarize a relatively objective and fair product brand ranking through multiple dimensions. Before shopping, users can search for the ranking of a certain type of product in the Gaide ranking to provide a reference for consumption decisions.
1.2 Product functional framework diagram
1.3 Typical usage path
1.3.1 Find/purchase products
1.3.2 View reviews< /p>
1.3.3 Looking for high-quality restaurants
02 Market Analysis 2.1 Market Positioning
In today’s era of information explosion, many consumers need the services of shopping guides to achieve More efficient consumption. Many platforms such as Xiaohongshu, What’s Worth Buying, and Dianping, as well as many public accounts, fashion bloggers, and Internet celebrity anchors, are providing such services and assuming the role of consumer decision-making.
There are also many problems that follow. First, the industry generally lacks information objectivity and credibility, making consumers uneasy when shopping; secondly, UGC content is mixed and PGC content is produced in a random way. The result of these problems is that users originally use the shopping guide platform to improve efficiency, but spend more time identifying and filtering information.
In the field of e-commerce, relying on sales volume and reviews cannot completely and accurately determine the quality of a product. Leaving aside phenomena such as fraudulent orders and malicious reviews, each product evaluation is based on the standards of the purchasing user. , but the standards of each user may vary widely, so ordinary users need an objective and fair evaluation platform to guide consumption.
In other fields, such as education and medical care, ordinary users cannot search for accurate and comprehensive information through Baidu and Zhihu, nor can they access professional vertical forums.
Gade ranking helps users solve the problem of inaccurate and comprehensive information obtained during the consumption process, and provides users with a reference for their consumption decisions.
2.2 Market Space
Gade’s rankings cover all categories of products, currently including 958 product rankings and 6,242 of the world’s top brands, covering almost all fields.
In 2019, the total number of users in the mobile shopping field of comprehensive e-commerce across the entire network is expected to reach 713 million. Among them, mobile Taobao clearly has an overwhelming advantage in the e-commerce field, with about 620 million users. Among them, medium and high consumption The proportion of people is about 34%.
Most of the users in the Gaide ranking are medium and high-level consumers in the online shopping group. If we use Taobao’s user situation to infer the user situation in the e-commerce field, the market ceiling in the Gaide ranking is 7.13*34% , about 242 million.
2.3 Summary
The market for Gaide rankings mainly lies in two aspects, one is e-commerce shopping guide, and the other is urban services.
In the field of e-commerce shopping guides, the market for Gaide rankings is vast. At this stage, the competitive landscape of the e-commerce market for shopping guide content has not yet taken shape, and the leading advantage is not obvious. Those who have certain advantages in the shopping guide market In certain vertical fields, such as cosmetics and automobiles, in the full-category shopping guide market, Gaide Ranking has basically no competitors.
In the field of urban services, Dianping has been deeply involved in the market for many years with the UGC+ promotion model, and has cultivated a large number of merchant resources and user usage habits. Coupled with the traffic blessing of WeChat's secondary entrance, it is this field A well-deserved king.
The content in Dianping is rich enough. The problem caused by the rich content is that the screening cost for users is too high, while the Gaide ranking provides users with a simple, direct, time-saving and effort-saving ranking. one. At the same time, it is more objective and high-quality, and can provide simple and reliable consumption guidance for users who are not willing to sift and compare among a large number of reviews, but also want to enjoy a high-quality service experience. To a certain extent, it complements Dianping. Such differentiation also provides Guade Ranking with considerable competitiveness in the field of urban services.
03 User Analysis 3.1 Consumption Level Analysis
The target users of Gaide Ranking are the middle-income people in the era of consumption upgrade. According to the statistics of Analysys Qianfan, 76% of the users are indeed They are middle-income consumers and above, among whom medium-to-high-end consumers account for the vast majority. This group of people pay more attention to the quality and ranking of products when shopping, which is in line with the market positioning of the Gade ranking itself.
3.2 Age Analysis
Among the users ranked by Gade, 15.1% are under 24 years old. Most of these people are school students or young people who have just graduated, with online Shopping and consumption habits, they account for a relatively small proportion of Gade ranking users.