Product goal: Public Comment strives to become a large-scale online shopping platform that not only provides users with information services such as merchant information, consumer comments and consumer discounts, but also provides O2O trading services such as group purchase, restaurant reservation, takeaway and electronic membership card.

Target users:

1) Consumer groups: As the slogan "Eat, drink, have fun, and find discounts" which has been publicized by public comments, as a group buying website, its main target user group is people who can obtain high-quality services at lower prices; As the name of Dianping indicates, compared with other group buying websites, Dianping pays more attention to providing a platform for users to share comments, so the target users of Dianping should pay attention to life experience. These users are willing to share their food experiences online, hoping that their comments will be recognized by everyone. These users can also be users who are used to offline consumption, and they use Dianping to screen out interested businesses.

2) Business groups: Business users are divided into businesses that launch group purchase or discount activities online and businesses that only sell offline.

User characteristics: 18-45 years old as the mainstream, mostly students and white-collar workers, pursuing convenience and good quality and low price, not only caring about the practical value of goods, but also paying attention to the sense of superiority and self-satisfaction brought by the added value of goods.

Functional analysis

Advantages:

"Adding merchants" can greatly enrich the number of merchants in the app and effectively increase the interaction with ordinary users.

In the "Find Friends" module, users can choose to bind WeChat or qq account to establish association with friends in the app, which is a function that is not available in other group buying websites.

Disadvantages:

The division of functional modules is too messy. For example, the functions of the home page and the flash group purchase page are very similar, and the functions of "guessing what you like" and "selecting for you" are basically the same. In addition, there are many modules with no obvious differences in functions, which are easy to dazzle people, have no focus and cannot highlight the core functions.

In the "Add Merchant" function, users have to go through the audit after adding the account. When writing this product analysis, I randomly compiled three non-existent merchant information, which also passed the audit. I don't know whether it is coincidence or not. There are loopholes in the internal audit mechanism, and I feel that the latter is more likely and needs to be improved.

The map display function is not enough. Only when you click on the location information of a specific business will Tencent map be opened by default to display the geographical location of the business. Other pages have no map function, but in fact, maps can often show the merchant information in a specific area more intuitively.

My card voucher module lists the user's voucher, cash voucher and membership card information respectively, but the three kinds of vouchers have the same purpose, all of which enjoy preferential treatment, so we can consider merging them.

The overall page adopts the color scheme of yellow with white, and the style is simple and generous;

The key promotion activities are inserted in the page in the form of pictures, which are clear and clear.

Competition:

Although the US Mission and Public Comment have merged, they belong to strategic cooperation, and we still treat them differently here.

Taking the group buying market in China in the first half of 20 15 as an example, we can see that Meituan still occupies the vast majority of the group buying market, with public comments ranking second and glutinous rice ranking third. The advantage of Baidu glutinous rice is that there is no financial pressure for the time being, and it can rely on the huge user flow provided by Baidu's series of product ecosystems. After the merger of Public Comment and Meituan, users' stickiness can be improved to a certain extent with the help of the user traffic provided by Meituan. Their competitive advantages in the same business field are further strengthened, and the differentiated business fields complement each other, making the service categories more abundant; Secondly, as the name of the public comment expresses, he focuses on providing a platform for publishing and sharing comments. His accumulated review data over the years can help users make decisions more quickly, which is also one of his major advantages.