research object: APP name: beibei vs honey bud

test model: iPhoneXR

operating system: IOS12.1.2

test network: 4G

test version: beibei v8.11.11；; Honey bud v7.5.1

1.1 industry background

? China has always attached great importance to education and children. At the same time, with the liberalization of the second child policy, it has also played a strong role in promoting the development of the maternal and child market.

As can be seen from Figure 1, in 2121, China's maternal and child market will double that of 2114. It is developing rapidly and has great prospects.

1.2 Market development

In the development of Internet, Baby Tree and Parenting Network also went online during this period, from the initial stage of the launch of Cradle Network in 1999, and then experienced a rapid development period from 2111 to 2119. From 2111 to 2113, the internet maternal and child industry began to integrate, and Suning also acquired Red Kids and began to make efforts in the maternal and child market. In 2114-2115, there was an outbreak. Cross-border e-commerce, the rapid development of maternal and child sale, also began to put forward the concept of maternal and child community. 2116 has also ushered in? In the cruel shuffling stage, the maternal and child market has also returned to rationality from the madness in 2115. Began to seek differentiated competition and lay out the whole industrial chain. In 2117-2118, JD.COM entered the company and planned to integrate online and offline channels.

1.3 prospect forecast

According to the data of the National Bureau of Statistics, the proportion of the population born with two children has exceeded 51% in 2117. Today's maternal and child market has entered the era of two children, and the second-child family has these characteristics: First, compared with the first-child mother, the second-child mother has more knowledge of parenting, higher income, and is not obsessed with importing, so buying the right one may not be expensive. Second, time is priceless. With Erbao, time is getting less and less. For them, what can be solved by machines is solved by machines, so that the saved time can be better accompanied by children. Third, efficiency is the priority. The boss keeps the books, and the second child keeps the pigs. 58% of the mothers directly buy the products that Dabao often uses for Erbao. Fourth, free your hands. The most normal travel scene for mothers with two treasures is to hold one and hold one. If they don't have time, they won't consider whether to buy anything at all. Fifth, hold a group to keep warm. After 44% of Erbao's mothers have Erbao, their mental stress is getting bigger and bigger. Sixth, balance attention. If you buy something for the second child, you must also buy something for the boss.

On the whole, we can also see the transformation of maternal and child users from mass consumption to quality and personalized consumption. High-end quality, high efficiency and convenience, and fashion have become the three major demands of the new generation of parents.

1.4 determination of competing products

? In today's maternal and child market, we can find that Beibei accounts for 65% of the active users in the vertical segment of maternal and child e-commerce, and at the same time, Beibei also enhances customer stickiness by constructing communities, and there are group buying and sharing in Beibei similar to Pinduoduo. Promote user consumption through low prices and coupons. Although Honey Bud also has group activities, his price is much higher than Beibei's, and most of the products he sells are relatively high-end imported goods.

? One is Beibei, an industry giant that attracts customers through affordable prices, and the other is the second industry that raises customer unit prices by improving service and brand awareness. ?

second, product analysis

2.1 user portrait

geographical distribution

? From Figure 7, we can see that the layout of the two in developed cities basically goes hand in hand, but in second-and third-tier cities, the layout of Beibei is obviously much better than that of Honey Bud.

crowd attributes

? From Figure 8, we can see that in the population distribution of Beibei and Honey Bud, Beibei is doing much better than Honey Bud in the population aged 19 and below. The time to acquire users is also before the honey bud. The age structure is younger than honey buds < P >? On the other hand, honey bud and Beibei are almost the same in the ratio of male to female users. It shows that they are doing the same thing in this respect.

2.2 scope layer

? As the leader of maternal and child e-commerce, Beibei has basically done everything in terms of functions, especially his red envelope system, and the whole logic is particularly complete. It enhances the user's stickiness, and at the same time, there are a series of functions to share with WeChat friends circle, which further increases the number of users' fission. It is a particularly good example of e-commerce rebate e-commerce. Honey bud has made great efforts in user experience and brand spike, and has also made efforts to build corresponding offline stores and put the strategic layout into the combination of online and offline. Through quality, shape the brand image and take the middle and high-grade route.

2.3 structural layer

Beibei

Honey Bud

2.4 structural layer

2.4.1 home page

? Both Beibei and Honey Bud have adopted the bottom label navigation design. Beibei has added a limited-time spike entrance to the homepage, while Honey Bud has added a card exclusive to newcomers in the diamond area. Every user of Beibei will display 1s to 2s in the upper left corner of the page when placing an order or withdrawing cash, so as to enhance the enthusiasm of users for placing orders.

top navigation bar

? Beibei's top navigation bar layout has a classification button more than Honey Bud's. Click it to go directly to the classification recommendation area of the side navigation, indicating that Beibei pays more attention to recommendation than Honey Bud. From the color of the search box, it may be seen that Honey Bud's search box is white and more conspicuous.

the H5 page in the home page

shows that many function names of the two companies are duplicated, but the corresponding secondary weights are not the same. What is more special is that Beibei Farm in Beibei app is an activity to enhance customer stickiness and induce users to share, and users need to keep logging in to achieve the purpose of making fruit trees bear fruit.

Bud classification

Beibei puts her classification on the right side of the search box, while Honey Bud puts more emphasis on the bottom tab, and the actual classification page is similar, both of which are side navigation. Beibei's 9.9 Special Zone is placed in the bottom tab, which shows that Beibei pays more attention to her cheap goods recommendation activities.

2.4.3 Beibei's discovery of earning red envelopes vs honey buds

This page of Beibei mainly replicates its own red envelope logic. In the early stage, Beibei also had its own community to share, but in the iterative process, this function was also abandoned and replaced by today's red envelope system. It is a combination of Taobao+rebate network. Her WeChat sharing system is also very good, and will constantly remind you to share the rebate. Although this will make the product experience worse for ordinary users, this rebate reminder function is still very good for her core users.

Honey Bud's discovery page is a community, and he wants to make users more sticky by building a community and sharing ugc with users. But judging from the number of posts published, this community has not done much well.

? 2.4.5 shopping cart

besides your own shopping cart, guess what you like. The two are similar here.

2.4.6 My page

Beibei's my page emphasizes her system of earning red envelopes for shopping and her financial services-Beibei has money,

while Honey Bud's my page has less content, and an amusement park card is added to promote her offline amusement park.

2.5 presentation layer

Beibei's user experience is not as good as Honey Bud's. Honey Bud pays more attention to the construction of user experience, while Beibei focuses on his own red envelope system. He will constantly remind you that you "earn red envelopes" and want you to share them. In the process of reading the goods, he will also remind you that someone has helped you open the red envelope. But maybe people nowadays may not be willing to bother others for a few dollars.

iii. User evaluation

Beibei ranked 162nd in the appstore, with an evaluation of 4.8/5, and the number of evaluations was 75,211. However, in the actual evaluation, we can see that Beibei also has the problem of poor product quality. If it's only cheap, but the quality can't be guaranteed, then it won't go far.

IV. Summarize and analyze

? Beibei has gone very fast on her road to popularization, and now she just wants to achieve user fission through the red envelope system to drain his app. Because there is no specific actual data, I don't know how to do it. But it is also more systematic than all the red envelope sharing now. We should turn the money system made by the help page into a score system, and then turn the score system into money. Such a red envelope system is also more acceptable to the public. At the same time, in the author's actual shopping experience, it is found that the logistics is slow, and it will not arrive until 5 days after placing an order.

Honey Bud avoided the hard price with Beibei, and continued to solidify its product and service advantages. The whole shopping process and user experience were very good. Her user sharing is not good enough, so she should join the pgc module to guide her, otherwise the sharing module will become particularly tasteless.