I. Product overview
1. Product introduction
Name: Bixin
Type: community dating
VersionNo.: 4. 1.4
Slogan:/kloc-a sparring app used by 0/0 million people.
2. Product introduction
Users can find their favorite skill "Great God" in the comparison APP according to their own playing needs, that is, "anytime, anywhere, about the person who wants to make an appointment". Then through the online booking and ordering mode, the play and skill service of 1v 1 can be achieved.
Users can find their favorite "great god" in the comparison APP, and achieve the play and skill service of 1V 1 through the online order mode. There are a wide range of play types, mainly taking "competitive games" as the starting point, providing online and offline game play, including League of Legends, the glory of the king, Jedi Survival, Watch Pioneer, Knife Tower 2 and other games. In addition, there are multiple elements of social games, such as seiyuu chat, online entertainment, love consultation, hand-painted astrology, oral sparring and so on.
3. Market overview
3.1.Market boundary and market space
In recent years, e-sports games have become more and more popular, with typical representatives such as LOL, the glory of the king, Jedi Survival, etc., and the overall market scale has reached tens of millions of users. Some users enjoy the fun of opening black voice, some users want to find the guidance of the game god and bring points, and some users want to meet the opposite sex through games. These users all have great demand for accompanying play. The team found such pain points of users. In order to quickly verify the business model, the team initially only used an online fish Internet cafe in Shanghai as an offline pilot store, and excavated nearly 100 seed users and dozens of senior LOL players among the frequent customers of the store as the first verification groups of the play-about model. As a result, it was found that the "game-about-play" model won the favor of these groups.
In 20 15, Bixin App (then named Fish Bubble) was officially launched, which provided a trading platform for online game users to solve the matching of skills supply and demand. In the first half of 20 16, Bixin expanded online categories and provided services such as English sparring and hand-drawn sparring.
In terms of market data, the running water of Bixin has also rapidly increased from 20 15 years10 million to more than 500 million a year in 20 17, and by the end of 20 17, the cumulative registered users of Bixin exceeded 6 million and the number of platform certified gods exceeded 500,000.
According to statistics, in the first half of 20 18, the actual sales revenue of China e-sports market was 41800 million yuan, up 16. 1% year-on-year. According to the data of "China E-sports Industry Market Prospect and opportunity study Report 20 18-2023" released by China Commercial Industry Research Institute, the number of e-sports users in China reached 250 million in 20 17, with the growth rate exceeding 100%, reaching 105%. With the popularization and popularization of explosive products in the e-sports market, the number of users in China e-sports market will reach 30.18 years.
As a derivative of the game industry, the target users of companion play are all consumer users. In the hot domestic game market, the companion play platform still has a broad market space. Bixin, as the leader of the accompanying play industry, has great opportunities and development space in the accompanying play market.
3.2 app market data
From the demand map, we can see the user's search behavior. In the data of 20 18 years, the keywords we can see are "app, heart-to-heart, moon-hunting dog", which reflect the demand direction of netizens. Among them, Bixin app occupies a dominant position, and most netizens who need to play with each other are most inclined to pay attention to Bixin app.
According to Baidu index search, we can find that the search index of keywords increases steadily from 20 16- 10 to 20 18- 12. In the past month, the overall daily average of "Bixin" was 5,246.
According to the iResearch app index, the number of independent devices has also shown a sharp upward trend. From 1 30,000 units in 20 18/month to1450,000 units in 20 18/month. It is not difficult to see from the above data:
(1) "Bixin app" is the largest platform for accompanying play in China at present. For the types of accompanying play items, "Bixin" is basically covered. Baidu Index reflects the active search needs of netizens, which means that Bixin App is more famous and needs to be used in the hearts of netizens.
(2) Judging from the increase in the number of independent devices of Centric, the number of users of Centric is increasing. However, the huge volume not only brings rich categories, but also has the disadvantages of mature commercialization. For example, it is difficult to control the quality of accompanying content and find difficulties in the massive information of great gods. The complex APP function may also increase the learning cost and discourage new users.
To sum up, Bixin is still a growing product, and the product operation is outstanding. But at this time, it is also an excellent time to refine the user experience. Increasing the retention of new users and improving the retention rate is one of the top priorities at present. Adhering to the positioning of the boutique play-accompanying service, supplemented by good operation, is likely to be in an invincible position in the play-accompanying industry.
Second, product positioning
Positioning:
The comparison APP is a social APP that achieves "social play" through "skill sharing". On the one hand, let users who need to play with them find their favorite skill "Great God", and then through the online booking and ordering mode, achieve the play and skill service of 1v 1? . On the other hand, let the skilled users of Great God pass the platform authentication and find the channel to pick up the play list.
Third, user analysis
1. User portrait
According to the user data of the iResearch APP index, it can be seen that:
Male users are nearly twice as many as female users, mainly for two reasons. First, from the consumer's point of view, the demand for companionship lies more in making friends with the opposite sex, and men's desire for making friends with the opposite sex is much higher than that of women, accounting for the main consumer group; Secondly, as a skilled "great god" (that is, a playmate), men are better at game skills than women, and there is still a big market demand for training points and accompanying female players, and they will not be much worse than women.
The crowd between the ages of 25 and 35 is the largest. Most of these people are young people who are already in the workplace, have certain spending power, and are lonely and eager to accompany or love social games. For people under the age of 25, the consumption power of the student group is relatively weak, but as the mainstream of the game market, it still accounts for a large proportion.
For people between the ages of 36 and 40, compared with games, it is more emotional desire to talk. Eager for stimulation and psychological comfort on the internet. Although the proportion of this part of the crowd is not large, the characteristics of the crowd are good economic conditions and the need and ability to pay for social interaction. It occupies a certain consumption proportion in seiyuu chat, online entertainment and love consultation.
According to the provincial distribution data of iResearch APP index, it can be seen that:
The crowd is mainly distributed in Guangdong, Jiangsu, Shandong and other provinces.
The crowd is concentrated in the densely populated and developed southeast area, with high per capita income, and the developed areas in first-and second-tier cities have the characteristics of fast pace of life and great pressure on life. In order to decompress or entertain, or to send loneliness and loneliness, this part of the crowd has greater interest in playing games, chatting and socializing.
Heart-to-heart users can be mainly divided into two categories:
(1) Boss: These users are the largest number, and they are the main source of revenue for the platform. This part of users can be divided into two categories according to their economic ability.
Student: These users love games and have plenty of time and energy. Passion and freshness for online dating, fixed holiday time and low consumption level. However, the user base and activity of this part are high, especially the college students have certain consumption power.
Professionals: Professionals have less time than students, but they have better financial ability. Especially the 25-35-year-old people have great enthusiasm for games, and at the same time have great demand for heterosexual network socialization. Whether it is game play or voice chat, it is the largest and most mainstream consumer group.
(2) Great God: This part of users is the playmate, whose role is to solve the boss's needs. Stimulated by the platform's distribution of a high proportion of wages, this user group is highly motivated. It often plays the role of consumers, stabilizing the supply and demand relationship of the platform and continuously serving the platform are the basis for the platform to create revenue.
2. User usage scenarios
User type 1: college students. Li Chao, male, 19 years old, a college student, likes playing games in his spare time. I just came into contact with the internet to play, and I feel very fresh. Just during the summer vacation, I am bored at home alone. I don't have many friends, so I have less time to play with myself. So I plan to spend a little money on shopping and find a girl who is good at games to play with me.
User type 2: social people. Li Tingting, female, 23 years old, has no stable job, no good skills and likes playing games. I don't have a high education, and I don't like hard work very much. I hope to find a job that can make money part-time at home. After passing the qualification of the great god certified by the heart, you can earn some living expenses by playing games with the heart, which can not only meet your own needs of playing games, but also make money;
User type 3: white-collar workers in the company. Zhang Li, male, 32 years old, working for 8 years, programmer, just broke up, single. I feel lonely under the pressure of work, and I need to talk. I look for psychological counseling and psychological comfort through consumption, and I am willing to spend more money to reward consumption for my favorite opposite sex.
User type 4: game sparring. Zhao Xin, male, 25 years old, is engaged in game training, looking for a game list on the Internet to take orders, and accidentally found the platform of Bixin, which is very cost-effective. Because my game skills are excellent, my personality is good, and I have more repeat customers.
Fourth, product analysis
1. Product functional architecture diagram
Bixin is mainly composed of four functional areas, namely: discovery, dynamics, my home page, and news, and its core functional areas are discovery and dynamics.
2. Users use the path
There are many functions of Bixin app. Here, the core point-and-play function is taken as an example to illustrate the use process of most users. When users use and order the accompanying play function, there are generally the following two scenarios:
There is a clear need to play with you, and you have an understanding of the ordering process of the app. This kind of users often use the mode of sending orders to the office to order orders. To put it bluntly, such users go to order, hoping to find their favorite playmates in the fastest and most effective way.
The desire to order is not very strong, or new users are not familiar with the app function. If you want to see what you are interested in dynamically, let's have a look first. If you meet someone who is interested in playing with a great god, you may place an order with him after a private chat.
3. Functional analysis and optimization suggestions
According to the above-mentioned two ordering methods, users can complete a complete ordering process during use, and the main functional blocks involved are as follows:
(1) recommendation trends
Experience:
From the perspective of users' needs, playing with others is their social needs. Compared with the information flow recommendation content on the home page, it is a dynamic recommendation published by various users.
Dynamic display in the form of graphics and text is more in line with the characteristics of social platforms and the content of the home page is more interesting than some other accompanying software that only uploads avatars and skill price lists. When consumers choose to play with God on the homepage recommendation, they will have a more intuitive understanding of each user through their personal dynamic exhibition. For new users, even if there is no strong demand for play, it is easy to be attracted by fresh and interesting dynamic content.
The recommended trends are often related to games that accompany and play, and are attractive to users in need. At the same time, the dynamic of playing with the Great God also includes his personal main skills and the unit price of playing with him, with small font and color identification. This setting will not affect the dynamic display, but also let users know their service skills and unit price without clicking, which provides convenience for users to browse and choose.
In typesetting, on the one hand, the recommendation dynamic needs a clearer big picture display, on the other hand, it needs users to have a certain amount of views and choice space in a screen range, so it adopts the form of left and right columns. However, there are some shortcomings in this recommendation mode and typesetting.
Disadvantages:
The search module under the search function occupies a large layout and is difficult to play a key role.
The home page section is mainly used to provide guidance and display page functions for new users. Here, the search module does not match the core function of the app, but it occupies a large space. For the search category, users can click "More" below to find it; Searching for nicknames and ids is basically not used by new users.
The form and format of dynamic content are not uniform, and the browsing experience is poor.
Dynamic content forms include: text, video and pictures. There is a big gap between the size of the pure text dynamic display and the picture video. For videos and pictures, users publish different sizes, and adding skill tags will also affect the dynamic size, which will lead to chaotic dynamic display during browsing and poor visual interaction experience for users.
Suggestion:
Change the search function to the small button on the upper right, and add the recommendation of official event poster rotation here.
From the user's use process, users who use the search function often have a strong purpose. The "Category Selection" module below directly displays the information of Great God, which is more suitable for this type of users. The home page is a functional area where users stay more, especially for new users. Putting the activity poster in Discovery on the top of the home page is not only conducive to content promotion, but also to the overall beauty.
A floating window is added at the lower right to provide users with the entrance to publish topics.
Because the original search function area has changed, the function of publishing topics on the right side of the original search box is transferred to the floating window at the lower right of the page to follow the scrolling.
Cancel the dynamic recommendation of pure text content and unify the dynamic picture and video display size.
The dynamic content of pure text is mostly of low quality, which is difficult to attract users' attention compared with pictures and videos, and is not conducive to this dynamic typesetting display. Considering all kinds of unfavorable factors, it is suggested to delete the dynamic recommendation of pure text. Unifying the size of dynamic display is also conducive to improving the user's visual interaction experience.
(2) User profile page
If the user is looking for a suitable companion through the dynamic recommendation of the homepage, the ordering user can click on the attention of the other party after selecting the companion, and enter the homepage of the other party to find the corresponding companion qualification. At the top is the name of the skill, including the pictures or small videos displayed horizontally in the game data, the number of orders received, the favorable rate, the unit price, etc. Below are personal data and news, as well as personal notes. In the corresponding skill page of each great god, there is a personal introduction of voice bar, which can better show the important feature of voice. If users want to know more, they can also click on the chat on the right to communicate.
Through the way of sending orders to the hall, it is more interactive and more in line with the characteristics of social software. At the same time, users who order will have a clearer understanding of each god who takes orders. And through the homepage dynamic recommendation to find users who take orders, the choice is wider, but in the process of selection, the experience is more blunt, and it will take more time to find the right person to play with.
(3) Discover the function entrance
According to the introduction of the previous business flow chart, another way of ordering by the center, the ordering hall, involves more and more complicated functions. For those who are familiar with the app Bixin, the function section "Discovery" is the core function area of Bixin, and this page is equivalent to the function catalogue of Bixin. After entering the page, you can see that all the functional plates are arranged separately left and right. The picture above is the official poster activity content, and the following is the announcement and system notification except "Net Action", and the others are basically arranged from high to low according to the practicality of the function. For functions with different names, there is a brief introduction of small gray fonts, and the characteristics of different functions are obvious. The flat design is also simple and clear.
According to the core business process of heart-to-heart products analyzed above, entering the chat room and then choosing the delivery room is the first step to place an order for audition and make an online play. In the process of writing the analysis report, the author has made a relatively large revision of the version, and the important chat room entrance has become more clear and the position is higher. This will greatly help users to improve their click-through rate, and the layout of the functional area below also provides a good visual guide for customers to find core functions.
Suggestion: remove the banner activity diagram above (move to the home page) and add the automatic matching function of the order. The matching mechanism is: give priority to the delivery hall with the least number of people in the queue at present.
Example: After successful matching, directly enter the matching delivery hall.
Reason for modification:
For new users, even if there is a small gray text description, it is difficult for some users to think of the connection between chat rooms and ordering. After entering the chat room page, users need to manually enter a single delivery hall to order orders, so the entrance to order orders is too deep, resulting in a large loss of users. Therefore, we need to reduce the user's operation steps to facilitate users to enter the order as soon as possible.
Matching the dispatching rooms also helps different dispatching rooms to share the ordering users, and avoids the situation that some dispatching rooms have too many queues and other dispatching rooms are idle.
At present, there are two main categories of ordering rooms: dispatching orders and seiyuu. Therefore, it is suggested to provide two different matching portals, users who meet the needs of game play and users who need seiyuu chat. For the old users who need music, radio and entertainment, they can still enter and choose a specific chat room from the chat room entrance below.
(4) Chat room analysis
(4. 1) entrance and interface analysis
As mentioned in the discovery function page above, it is difficult for new users who need to order from the chat room on the discovery page. Even if they enter, they need to watch and understand to know the specific steps of ordering. Therefore, this core function should be prepared for old users or users who have a certain understanding of the companion platform.
Classification of chat rooms, such as dispatch, seiyuu, radio and emotion. There is no clear classification mark for the game's accompanying play business. It is suggested that the "Pai Dan" should be changed to the "Play" column, because the Pai Dan itself also contains the following Sheng You Pai Dan, which does not belong to the same classification. On the other hand, this modification makes it easier for new users with game needs to find the entrance.
After entering the dispatching room, the name of the dispatching room and the host of the dispatching room are displayed above, and the dispatching rate and satisfaction of the host can be seen at the same time, so that users can know and choose whether to order in the dispatching room. Since the presiding work itself also contains rewarding profit components, it is arranged in a more conspicuous position above. In the middle is the wheat sequence position of the boss and the audition god. Below is the chat window and the bottom function interface.
Users who need to order can directly click on the lower left corner to order. Click and enter the queue. At this time, the number in the lower left corner is displayed as the serial number of the queue. Click again to cancel the queuing order. The functions in the lower right corner are gift-giving, expression and text chat.
(4.2) Order process analysis
The general process of ordering in the dispatching room is as follows:
Click "Order" to enter the queue. When it's the user's turn to order, the ordering user, as the boss, enters the position of 1 from left to right.
According to the host's inquiry, explain the demand for accompanying content and other personal requirements. The host starts sending the dispatching information of the user to the dispatching center. After receiving it, the great god who meets the requirements enters the distribution hall and goes to the wheat sequence in turn for audition.
The process of audition is to introduce yourself, especially the introduction of accompanying play skills. For example: lol game segments, data and so on.
After each batch of audition is completed, the host will ask the ordering user whether there is a satisfactory stopover. After all the batches of auditions have been completed, the great gods who have been stopped will go to the wheat in turn for the last round of audition. (You can also choose the satisfactory order directly, so that the follow-up gods don't need to continue the audition.)
In the end, the user will explain the satisfied Great God to the host, click on the avatar of the Great God to pay attention, and have a private chat to communicate the order.
Analysis:
First of all, it is clear: what kind of role does the order-taking process in the order-sending hall play?
Then, as a social play type app, a more standardized order process is very important if you want to infiltrate the profitable business into various core functions. Whether the user's experience in choosing the accompanying play process is good or not is an important process that affects the completion of the order.
Generally speaking, the main factors that users consider in the process of choosing the object to play with are as follows:
Does the sound sound good?
Is the game level excellent?
How much does it cost?
Other personal needs
According to the second step of ordering in the heart-to-heart order room, according to the host's inquiry, explain the demand for accompanying content and other personal requirements. The host will release the order information in the background, and all the gods will directly know the user's order demand from the order center. This step directly helps users to screen the price that users are satisfied with and the accompanying gods that meet their personal needs.
In the process of audition, accompanying the Great God to introduce himself can not only let the ordering users know whether their voice is good, their Putonghua level, but also roughly understand their skill (game) level. In this way, before ordering, the boss will have a certain understanding of each great god who comes to take the order, and it is easier to choose his favorite playmate. The whole ordering process is not long, and everyone who plays with the great god can have a fair chance to show it. Many ordering users also enjoy the treatment of choosing a great god at will to satisfy their vanity and get satisfaction, which makes it easier to order.
But as a core function business, it should give good guidance and introduction to new users. At present, the version of Bixin not only lacks the guidance function in this respect, but also cannot find the detailed introduction of this ordering process from the obvious announcement.
Suggestions for modification:
Add the guidance function of new users in the dispatch room
After the new user enters the seiyuu single room or the game single room for the first time, the functional content of teaching guidance is added. As shown in the figure below:
Because the interface function of the dispatch room is rich, new users (especially those who have little contact with social software) are easy to lose patience because they are unfamiliar with the process and don't know how to use it for the first time. After the user enters the order room for the first time, appropriate teaching guidance can not only greatly reduce the bounce rate of users on this page, but also help them to quickly get familiar with the order process and chat room functions.
However, the process of teaching guidance should not be too long, just briefly explain the main functions involved in the process.
(5) Message interface
Whether it is through the homepage to dynamically find the object to play with, or through the order of the delivery hall. The process of ordering requires users and targets to play with the gods for private chat and communication. At this time, the message function is also an indispensable part of the whole process.
There are two categories in the message section: the first half is business and functional message classification, and the second half is system notification announcement and private message. Because the intrinsic function of empathy is more and more complicated than other social software, it is necessary to classify different types of message notifications more. The following figure shows the page display of the message ribbon and the message communication page:
For skilled users of Great God, you can open the notice of the order grabbing and dispatching center. After entering the dispatching center, check the requirements issued by the dispatching hall, and choose to enter the appropriate dispatching hall to audition and skip the order.
In the message communication page on the right, the skills and unit price of the other party are displayed at the top. After the user is satisfied with the communication with Great God, he can directly click the button next to the skill above to place an order. It omits the step of the user returning to re-operate, which is more conducive to the success rate of taking orders by Great God.
However, there are some shortcomings in the user experience in the message ribbon on the left.
Suggestion: merge the interactive messages into the upper right corner, and the gray font below the dispatching and grabbing center prompts the latest dispatching requirements. Incorporate other functions into system notifications.
Reason for modification:
This modification is mainly to improve the user experience of skilled and qualified Great God users. As a result of joining the order dispatching center and the order grabbing center, the function of the message area is even more bloated. Among them, the interactive message is the notification of others' reply after the user publishes the news. It is not a common core function, but should be changed to the upper right corner in the form of a small icon button to save the layout of the message area.
For order messages and official announcements, they can be classified as system messages, and there is no need to separate the notification columns. So here it is merged into the same notice column.
The description in gray font below the center for dispatching and grabbing orders was originally: Click to view the latest order, and the prompt content is meaningless and occupies a position. If the content here is changed to the requirement prompt of the latest dispatch content, then the great god users who are always ready to take orders can know the specific requirements of the latest dispatch notice without clicking. Considering that there will be several dispatches at the same time, it can be displayed in the form of dynamic carousel page turning.
(6) Order interface
The option of placing an order is "skill, quantity, service time, coupon and remarks". After submitting the order, the user jumps from the order page to the payment page, and can pay by "WeChat, Alipay and Balance".
However, separating the order page from the payment page will have some disadvantages. Because every extra step is equivalent to giving users time to think about whether they really want to order, which may lead to user loss. Directly display the confirmed order demand and immediate payment on one page to prevent users from suddenly giving up payment when jumping to the payment page and reduce the loss of paying users. When the user temporarily jumps out of the payment page, Bixin designs the status of the order to be paid, and the user can return to the order center of the personal homepage to continue paying and complete the order. Bixin app has no cooperation with WeChat Alipay for confidential payment, and there are more operation steps for payment. In addition, the unpaid orders in Bixin cannot take effect, and the ordering users basically buy for the current demand. Therefore, it is unnecessary to pay after the order is reserved. It is suggested to merge the order and payment interface directly, and omit the extra steps.
Example:
V. Analysis of profit model
The revenue in the comparison platform includes order revenue and gift reward revenue. At present, all the orders and gifts are 10%, and the "My Wallet" on the personal page includes: Bixin coins, diamonds, charm values and star diamonds. Among them, the function of the coin is to order, and diamonds and star diamonds are used to reward. Because of the many functions of the platform, different kinds of tokens are used to distinguish it. And users really
What is being able to withdraw cash is only the income after receiving the order and the income being rewarded. If it is recharged to coin or converted into diamonds and star diamonds, it is impossible to withdraw cash.
The platform provides member services, and the level of members is related to the recharge amount. For example: vip badge, vip welfare, dynamic avatar, nickname color (which is very high), which is a common routine in live broadcast and various game platforms to satisfy the vanity of the "boss" For the accompanying gods, such as the charm list and other lists, higher evaluation and orders can make them have good competitiveness in the impact list and attract more bosses and markets.
Profit model: The companion play platform also has its 28 rules, and 80% of GMV comes from between 20% of high-end consumer users and high-quality companion play. Although the platform is not high in the short term, as a developing platform, Bixin is still in the stage of attracting traffic, improving visibility and retaining loyal customers. Because the income of Great God is good, high-quality playing with Great God is more inclined to provide services for a long time, which is very sticky and can retain high-quality playing. "High-yield" is also more helpful for platform communication and publicity.
In addition to ordering, there are chat room rewards, private rewards and live rewards. The functions of the platform are many and wide, and the consumption types will be more diversified.
Summary:
The game market is increasing day by day, not only the live broadcast platform has risen rapidly in recent years, but also the potential of the accompanying play market can not be ignored. Compared with the live broadcast, the threshold of accompanying play is lower, and various non-game projects such as user sinking, singing and radio are also popular. At present, the field of accompanying play is in the early stage of development, and the market volume is very large.
However, the accompanying play market, like the live broadcast, is still facing great rectification and adjustment. Accompaniment, whether online or offline, exposed photos, career lines, provocative words, we don't have to avoid such words, because they really exist, and these are the capital that many female netizens rely on to stay in the accompaniment and live broadcast industry.
Generally speaking, Bixin app can stand out from the companion platform, which is inseparable from its low platform and the promotion of loyal users. Its own flat design style and the layout of the homepage waterfall are neat and concise, clear at a glance, and the user experience is good. At present, the accompanying play industry is in a developing period. Facing more and more new users, it is a great challenge to improve the retention of new users and eliminate pornography and other illegal content.