1.1 Overall Market Analysis of Recipe Apps

Clothing, food, housing, and transportation are the basic needs of human daily life, and compared with the other three, "food" occurs more frequently in people's lives. According to the law of human life, most people around 30 years old will pay more attention to the health of their own diet, at this time people's diet will gradually switch from takeout, cafeteria, etc. to their own cooking, so the Internet recipes will have a place.

"People eat for days", eating is a topic that we have been concerned about. With the popularization and development of the Internet, food is no longer the traditional way of offline dissemination, but combined with the new era, and the Internet combined to show a stronger charm. Various kinds of food programs, such as "The Queen of Family", "12 Flavors", "China on the Tip of the Tongue", "Late Night Diner", "Chinese Restaurant", etc., are popular among the general public. Since it is mainly for ratings, traditional food TV programs often have limited recipes, making it difficult to match user needs one by one, so there is a large market for a complete variety of professional Internet recipes.

Gastronomy is a great endeavor that the Chinese people have been exploring for thousands of years. The arrival of the Internet era has also made the martial arts secret of the gourmet session - "Recipes" in a new form to fly into the common people's homes. From the emergence of the first recipe website Gourmet World in 2004, to the launch of the first recipe app - Gourmet World app in 2011, and then no less than 10 mainstream recipe apps appeared one after another in the following three years, the recipe app market shows a steady development of the market pattern.

1.2 Market Penetration of Recipe Apps

The data in the chart below shows that there has been no significant change in the recipe app market over the past year, with market penetration remaining at around 3.5%, and the user scale rising by 4.6% compared to the same period last year, and as of the last week of July this year, the market penetration of recipe apps stood at 3.7%, with a user scale of more than 33 million people.

1.3 Mainstream platform launch time

Mainstream recipe platforms started accumulating users from the PC era, and the mainstream recipe platforms established in the early years completed the transition from the PC era to the mobile era. Take the earliest involvement in the field of Internet recipes, for example, the world of food, the website was established in 2004 to start accumulating users, with the rapid development of the mobile Internet in 2010, the world of food in line with the trend, respectively, in March 2011 and April 2012 on-line the world of food app and recipe wizard app, in the mobile terminal to obtain a good and sustained development.

1.4 Analysis of the profitability of the recipe app

At present, the profitability model of the recipe app mainly consists of four major parts: e-commerce, advertising, data, and offline courses.

Recipe app through the preliminary food sharing and cooking exchanges to make the recipe app to the community, in the completion of the initial accumulation of users, and gradually to the profit model exploration stage of the transition, there are mainly e-commerce, advertising, data, offline courses and other profit models.

II. Competitor analysis of recipe apps

2.1 Strategic layer analysis

(1) Market overview

The data in the chart below shows that the market penetration rate of recipe apps is generally not more than 1%, and in the past year, the next kitchen is in the absolute lead, with market penetration rate consistently above 1%, and an average of more than 1 cell phone installed per 100 units. More than 1 cell phone has installed the Next Kitchen app, followed by Douguo Gourmet and Xiangha Recipes respectively. The competitor analysis of this recipe app is mainly based on the higher market penetration rate of the next kitchen, Douguo Gourmet and Xiangha Recipes as an example to analyze.

As can be seen from the chart below, the average DAU of Next Kitchen is 1.555 million among the top5 recipe apps in terms of market penetration, while that of Douguo Gourmet and Xiangha Recipes in the past six months is 506,000 and 409,000 respectively, and the average DAU of Next Kitchen is more than that of the remaining four mainstream recipe apps in total.

By looking at the data in the chart below, we found that the current recipe apps on the market basically meet the needs of the target users, and 89.1% of the users only install a recipe app, rather than installing several competitors at the same time, which, to a certain extent, also reflects the high degree of homogenization of recipe apps, with nearly 90% of the users of recipe apps only installing one recipe app.

The data below shows that the user loyalty of the next kitchen in the market penetration rate of top 10 recipe apps topped the list, 87.5% of the users did not install competitors, followed by Xiangha recipes and Douguo Gourmet, 2 recipe apps exclusive rate of more than 80%: the next kitchen, Xiangha recipes, followed by Douguo Gourmet followed by the market exclusivity rate of 76.5%.

From the perspective of market overview, the market penetration rate, average DAU and user loyalty of the Next Kitchen app are higher than those of Douguo Gourmet and Xiangha Recipes, and the overall market data shows that they are good, while the market data of Douguo Gourmet and Xiangha Recipes are more or less the same in terms of overall overview.

(2) Analysis of user profiles

User profiles of Lower Kitchen

The chart below shows that 79.5% of Lower Kitchen app users are female, and only 20.5% are male, a typical "daughter country"; app preferences are Mobile Taobao, Meituan, Alipay, Weibo, The app preferences are mobile Taobao, Meituan, Alipay, Weibo and Jingdong; the models used are also mainly OPPO.

Douguo Gourmet User Profile

Among Douguo Gourmet users, 72.7% are female, 75.8% are under 30 years old, of which 35.4% are 20-24 years old; app preferences are the same as those for the kitchen, and are of the type of "real foodies", with the most favored app being Meituan, which is a DIY app. The most preferred app is Meituan, to DIY and also to investigate various cuisines.

Compared to other apps, Xiangha Recipes is more like a base for "family cooks", with 35.3% of users being male, and 93.9% of Xiangha Recipes users being under the age of 35, of which 87.8% are interested in music.

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By summarizing the above data, it was found that most of the food app users are female; the most popular cell phone brand among food app users is OPPO, and four of the top5 Android models with the highest user preference in the lower kitchen are OPPO products, indicating that most users like to take photos and share; app preferences are mobile Taobao, Meituan, Alipay, microblogging and Jingdong, indicating that such users live online shopping more frequently.

(3) Product Positioning

Next Kitchen Slogan: Only food and love?

Douguo Gourmet Slogan: Start a delicious life

Xiangha Recipes Slogan: Serious life

The slogans of the three apps are dominated by the words "food" and "life". Words are mainly "food", "life", we can see that the surface goal of this kind of app is to let the user love food through cooking, but it contains the deeper meaning of letting the user start cooking, love cooking, love life, from influencing the user's behavior to affecting the user's emotions and values. But from the point of view of the specific slogans of each app, the next kitchen app can give people a positive, upward feeling, the connotation is more profound, while Douguo Gourmet is more focused on the flavor of food, Shankha recipes are more focused on cultivating the user's love of the good life.

The product introductions and application details of the three apps are shown in the chart below, and the styles of the three apps are very different. The introduction of the Next Kitchen app is simple and gives a feeling of simplicity and generosity, aiming to introduce innovative highlights; the introduction of Douguo Gourmet is too long and too much about the awards and core functionality, but it doesn't write about its unique functionality and features; and the Shannon recipe aims to attract customers through cash subsidies. attract customers by cash subsidies, etc., and mainly introduces recent operational activities.

(4) Business Mode Analysis

Recipe apps through the early food sharing and cooking exchanges to make recipe apps to community, completed the initial accumulation of users, and gradually transitioned to the stage of exploring the profit model, and there are mainly e-commerce, advertising, data, paid courses and other profit modes at present. The main profitability of the three apps is also the same, recipe apps through the mass of free recipes to accumulate a certain amount of users, improve the conversion rate of users and leave the cost, and then began to launch special paid courses and e-commerce business, such as the next kitchen's "bazaar", Douguo Gourmet's "buy good things! "and Xiangha recipe" mall.

(5) Differentiation strategy ?

Although the users, product positioning and business models of these three recipe apps are largely the same, there are slight differences in the current development and main features of these apps due to the different stages of development and focus of each app. The characteristics of the next kitchen mainly lie in the kitchen activities often organized, as a UGC platform, regular activities can largely active users, retaining old users, and the next kitchen also innovated the "basket" and "horizontal screen mode" cooking mode, which greatly improves the user experience, and can greatly improve the user experience. It greatly improves the user experience, which can be regarded as "glamorous demand"; Douguo Gourmet focuses on the recommendation function of recipes, and at the bottom of the main page are the recommendations of recipes for users. Douguo Gourmet's characteristics are to meet the personalized needs of users, and to provide personalized diets for different groups of people, such as pregnant women, children, fathers, weight loss, hypertension, etc. It also has the function of diet statistics and planning, and it has the function of diet statistics and planning. And with diet statistics and planning functions; Xiangha recipes also focus on recommending recipes for users, but different from Douguo Gourmet, the main page of Xiangha recipes focuses on the recommendation of short video recipes, short video recipes to recommend more than the recommendation of the recipe text, and for different paid courses are also largely subdivided.

2.2 Scope Layer Analysis

(1) Comparison of Core Functions

All three apps have functions such as uploading recipes, artwork, search function, recipe recommendation, marketplace, paid eBooks, and community. However, the most basic function is the recipe function, which, as the core function of the recipe app, is the basis for users to use this app for a long time and to use other derivative functions. By comparing the pages of the three apps, it can be seen that all three apps have more functional areas for recipes, and the Next Kitchen has also innovated the unique features of the food basket and horizontal screen mode.

(2) Mall function

In the mall function, the next kitchen contains baking, fruits, vegetables and fresh food, utensils, convenience food and other 16 categories of products, already has a certain scale, product reviews and sales volume is also relatively large, and part of the recipes also has a key to buy all the ingredients of the function, the efficiency of delivery is also relatively high, which is very convenient for the user's life; Douguo gourmet food. Mall product classification is only 6, the variety of goods is also relatively complete, but the number of comments and likes of the goods in general, the mall scale and the next kitchen than slightly smaller; Xiangha recipe mall function does not have a first-level interface, only the second level of the interface to reach the mall, the mall currently has five kinds of commodity classification, in the "kitchen appliances", There are currently five categories of products in the mall, and no products in the sub-interface of "Kitchen Appliances" and "Selected Food". As you can see, in terms of mall functions, the next kitchen has taken shape, and the system is more complete, with the integration of the process of selecting recipes, purchasing ingredients, cooking, sharing and liking, so it has a greater temptation for users.

(3) community function

From the perspective of the community function, the next kitchen based on a larger number of users, pay more attention to socializing between acquaintances in the user, so the mailbox, collection, and attention to the dynamic aspects of the user's attention to the person, there is no user recommendation, this way is more conducive to the exchange of users, but the dissemination of recipes is not efficient and wide; and the Xiangha recipes and Douguo cuisine is not high. Community part is more focused on the socialization of strangers between users, mainly to recommend recipes and writers, recipes for a wider audience, the dissemination of a wide range of coverage.

According to the Aurora big data shows the following chart, recipe app market penetration top5 app average daily use frequency are more than 1 time, the average daily use time are more than 10 minutes, the user stays in the recipe app time is basically in about 20 minutes, which also includes recipes and shopping malls browsing, etc., which means that this kind of app users will not stay in the community for too long! Therefore, the recommended recipes function of this kind of app should be matched with the algorithm function to recommend the works that users are interested in, in order to let users have a longer stay.

(4) Paid Knowledge Function

The reason why the paid function exists is that, firstly, because most of the free recipes are released in the name of individuals, there is no authority and lack of professionalism in terms of nutritional matching and health and safety; and secondly, because the free recipes can only satisfy the needs of the majority of users, and cannot satisfy the personalized needs of users such as weight loss meals, nutritious meals, and pregnant women's meals, which often have more special dining needs and need professional guidance. In this context, paid courses came into being.

On the whole, the paid courses of these three recipe apps are largely the same, mainly containing video courses and e-books. At present, only the next kitchen and Douguo Gourmet video courses and e-books have paid content, but Xiangha recipe paid knowledge only video tutorials part, and no e-books.

(5) social functions

For community activities, users can choose to upload recipes or works, forward, comment, like, etc., and all three apps set up the home page of the "attention to the dynamic" this kind of option, used to view the user's own want to see the news and news of the people. And each app also has a first-level interface for socializing.

On the personal social pages, the three apps have distinctly different features. The next kitchen set up a "mailbox" page, through which you can view the dynamics of the friends that the user is concerned about, but the user can only add friends through the search, there is no recommendation; Douguo Gourmet and Xiangha recipes in the community part of the addition of a lot of recommended features, including recommended recipes and some topics, and so on.

2.3 Structural analysis

The functional structure of the Next Kitchen app is shown in the following diagram:

The functional structure of Douguo Gourmet is shown in the following diagram:

The functional structure of Shankha Recipes is shown in the following diagram:

By comparing these three types of apps, it can be seen that the page design of these apps is basically the same, and all of them contain recipes. are basically the same, and all of them contain three parts: recipe page, social page, and personal home page. There are a lot of functions in the recipe app, so there are a lot of paths to use, and it's hard to list them all. Therefore, the part of the user's most core recipe function as an example draws the user's use path diagram, as shown in the following figure:

Through the analysis, it can be seen that the user's use of the core function - the use of the recipe function of the path is the same, and specific The differences are as follows:

(1) The location of the recipe page

The three apps are different in the arrival page of the recipe, the interface of the recipe content of the Next Kitchen is mainly a tertiary interface, which provides a lot of space for the presentation of the other content on the main page; Douguo Gourmet and Shankha Recipes arrive at the page of the recipe content which contains the secondary page and the tertiary page, and is mainly a secondary interface. The second-tier interface is the main one.

(2) Shopping page

Both Lower Kitchen and Douguo Gourmet have a first-level shopping page, where users can directly reach the main shopping interface, which shows that these two apps are already relatively mature in the shopping business, and the second-level page is similar to Taobao's main page of the product page or the classification interface, which is a natural and clear connection. However, the shopping page of Xiangha Recipes is a small icon in the primary page, which indicates that the number of shoppers and the scale of shopping is relatively small. Through the functional modules of the interface, it can be seen that the next kitchen is the most complete shopping function of the three recipe apps.

These three apps are basically the same structure of the architecture layer, the interface connection is tight and reasonable, but some of the interfaces are slightly different from each other.

2.4 Framework layer analysis

To analyze the framework layer, it is necessary for the user to experience the structure and layout of the product page as a beginner, for example, the position of the banner, whether the position of the buttons is reasonable, etc. The page layout should be in line with the user's habit, for example, the location of the banner and the position of the buttons are reasonable. The page layout should be in line with the user's habits, such as placing important information in the optimal field of view (when the eyes deviate from the center of vision, in the case of equal deviation distance, the human eye on the upper left of the observation of the optimal, followed by the upper right, the lower left, and the lower right is the worst. (Therefore, the upper left and upper center are called the "optimal visual field"). Each app puts the most valuable information in the core area, for example: the upper left corner of the home page of the next kitchen is the icon of uploading recipes and works, which shows that the next kitchen pays much attention to the uploading and sharing of users, which is also the reason why the number of recipes of the next kitchen is much higher than that of other apps; Douguo Gourmet has set a icon of the category of recipes in the upper left corner of the home page, which is equivalent to the function of recommendation and is convenient for the users to select; Xiangha The top left corner of the recipe home page is a message icon, indicating that more attention is paid to the communication between users. The location of the other pages and the overall layout of the page function,

2.5 Performance Layer

From the interface design point of view, the next kitchen app and Douguo Gourmet are both based on the white simple page design, while Xiangha recipes are based on black and white color tone, compared with a slightly serious.

The main page of the next kitchen app is shown in the figure below, you can see that the entire interface is simple and atmospheric white as the main color, to create a relaxing and pleasant atmosphere, emphasizing the user's use of recipes to cook the function of the page is simple, literary style, there is no messy colors and redundant functional modules, the main functional design both in the way the interface elements are presented, and in the process toward The main function design is reasonable in both the way of presenting interface elements and the process direction, and the shopping process is logical, clear, easy to operate, and easy for users to use.

Through the figure below, we can see that the interface design of Douguo Gourmet is largely the same as that of Next Kitchen, with a simple and clear page style and a clear structure.

Shangha's recipe page is in black and white, which is slightly more serious than the pages of the next kitchen and Douguo Gourmet, and the overall design of the interface is simpler, with a more professional overall tone.

On the whole, the interface style of the three apps is largely the same, all of them are mainly simple and generous, pictures, text and color collocation is more reasonable. And the quality of the content and pictures is also relatively high, the user experience is relatively good. However, the overall tone of the next kitchen and Douguo food is more inclined to the literary small fresh style, Douguo food tone is more professional.

Fourth, the summary

Overall, the market penetration rate, average DAU and user loyalty of the next kitchen app is higher than that of Douguo Gourmet and Xiangha Recipes. The regular kitchen activities of Lower Kitchen have increased user activity and are an important reason for generating high-quality UGC content. The innovative highlights of "food basket" and "horizontal screen mode" provide a good user experience; the bazaar service of Lower Kitchen, with a complete range of dishes and high delivery efficiency, provides users with an integrated function of recipes, purchasing ingredients, and sharing, which greatly facilitates users' lives; the slogan style is more oriented to the user's life; the style of Lower Kitchen is more oriented to the user's life; the style of Lower Kitchen is more oriented to the user's life. Life; slogan style is inclined to "net red", closer to the values of young people; framework design and interface performance, etc., also create a better user experience, and so on. These characteristics of the next kitchen make its market penetration rate higher than that of other recipe apps.