The following will deconstruct the huge and complex sinking market from the perspective of user stratification.

In terms of user stratification, we use the relatively mature lifestyle and values ??model (VALS) in user segmentation to qualitatively divide users into 8 categories: leisure and fun type, stable and enterprising type, quality type The enterprising type, the hard-working type to raise a family, the housekeeping and parenting type, the stable living type, the Buddhist uncle type and the square dancing aunt type.

For the convenience of description, we select a typical person for each type of user to introduce (although I am talking about one person, I hope everyone can see thousands of people "standing" behind him who have the same characteristics as him). million users).

1. Leisure and fun type

1. Core characteristics

Most of them are born in the 2000s, single, with low education and low life pressure; they value friendship and Easily influenced by friends.

Internet experts in the sinking market have a high breadth and depth of Internet use, and are well versed in saving money; they pursue fun and leisure, and are resistant to high-intensity work.

2. Representative character

Wang Xiao

3. Demographic attributes

19 years old, junior high school education, single, has been working for 3 years , is currently a salesperson at a second-hand car store in the county.

“I rent a house with my classmates in the county now, and it only takes 20 minutes to ride an electric bike to work. I also talk about orders online at work, and I can also play with my mobile phone when I’m not busy. It’s not very difficult to complete the monthly tasks. So it’s relatively easy.

The company has a bed, and you can take a 2-hour lunch break. I usually do quick work for half an hour, and then take a rest at 6 p.m. After work, I cook with my classmates at 7 p.m. After dinner, we either eat chicken together or play with mobile phones or watch movies and TV shows.

You can take 2-3 days off from work a month, and you can choose which days to take off. During these two days, I usually go out with friends, play cards or sing.”

4. Life status

(Note: In order to more intuitively reflect and express the user’s real life status, this article This survey used picture detection technology, that is, during the interview, we provided pictures containing different life scenes, different colors, and different elements as media, and users selected pictures that could mean their current or ideal life status and made interpretations. Technology. The same below. )

Current living situation: leisurely work, lots of food and drink.

Ideal life status: traveling and gathering with friends.

5. Consumption

In addition to the necessities of life such as renting a house and catering, the largest expenditure is social entertainment expenses (such as singing, dinner parties).

The shopping channels are mainly online, and each shopping website has a clear positioning. For example, Pinduoduo is only suitable for buying items that can be replaced quickly and whose quality is insignificant, such as socks, mobile phone cases, etc.

6. Social

Particularly value friendship and are easily influenced by friends. From choosing a career to understanding an APP, you can see the influence of friends.

This type of user is still the only type of user in the sinking market who has unfamiliar social behaviors. They will get to know each other through games, short videos (such as Kuaishou), and unfamiliar dating apps (Momo, Tantan) Strangers, mostly members of the opposite sex.

7. Internet use

The Internet is used in a wide range of categories, including live streaming, social interaction, sports, games, community, local life, and second-hand electricity, in addition to popular brands. Used by all business types.

The Internet is also used to a greater extent and the duration of use is longer than other users.

Some users are also content contributors to certain APPs and prefer APPs with stronger entertainment attributes, such as short videos, games, and novels; they have a higher preference for games, and most of them are heavy players and invest a lot of time. , high willingness to pay; while information software is “not very popular”.

The purpose is clear, only download what you think is useful, and you are rarely affected by operational activities to download a certain software.

2. Stable and Enterprising Type

1. Core Characteristics

Users who are generally unmarried but of marriageable age have higher academic qualifications and mostly earn income from sinking markets. Higher-level civil servants, state-owned enterprise employees or intellectual workers, junior “white-collar workers” in the sinking market.

There is less pressure to survive, but they are proactive in building a family, achieving a better self, and pursuing a stable life.

2. Representative figure

Ling Ding

3. Demographic attributes

26 years old, bachelor degree, single, in a relationship, working 2 years, currently working as a financial staff member of a company in the county.

"After graduating from college, I returned to my hometown after failing to find a satisfactory job outside. Now I work as an accountant in a friend's factory, from 8:00 to 11:30 in the morning and from 2:30 to 6:00 in the afternoon. Overall Generally speaking, I am not very busy and rarely work overtime.

After get off work, I just organize games, go for a walk, go swimming, or go shopping when I have nothing to do. I can also go on a trip 1-2 times a year. times.

I am also taking training and preparing for the civil service exam. I still hope to be admitted to the civil service exam in the future. After all, I will get married and buy a house, and I am also saving money.”

4. Living status

Current living status: Life is leisurely and slow-paced.

Ideal living status: stable and quality life.

5. Consumption

Consumption expenditures are mainly daily expenses.

Conceptually, they value quality more and the brand of products they value (such as skin care). Taobao is the main online shopping channel, and Pinduoduo, which focuses on low prices, is not interested.

6. Internet use

App downloads focus on practicality and purpose. They will be downloaded only when necessary. They will be uninstalled if not used for a period of time. Only one software of the same type can be installed and purchased for a fee. Member willingness is high.

The content preference emphasizes "nutritious", and prefers public accounts or APPs related to sports and fitness, romance, local information, and career and study related information. Information related to local real estate is of particular concern.

Users in this category will be very cautious about reposting and sharing relying on social fission, fearing to harass others and worrying that the shared content will affect their own personality; while valuable and nutritious information (such as future cities) plan) will be forwarded proactively.

3. Quality-oriented and enterprising

1. Core characteristics

Most of the "middle class" in the sinking market have already established their families and businesses; their income is Higher education, no debt, owning a house and a car, pursuing quality in life; working hard to develop more sources of income in career.

2. Representative figure

Qin Jie

3. Demographic attributes

33 years old, undergraduate; married with children; middle-level enterprise Manager; 10 years of experience.

“Currently, I am responsible for product and finance in a factory that produces auto parts. I have a lot of work and a lot of social activities. When I have nothing to do, I drive Didi. I have made more than 10,000 yuan now. When I get home, I am responsible for tutoring my children. I do my homework, and my wife is responsible for cooking and housework.

I prefer things with a sense of technology. I have a complete set of Xiaomi smart homes and take my children on trips on weekends or holidays.

< p>Now that I am pregnant with my second child, I am also planning to buy or upgrade to a bigger house in the future. I also want to take some financial and technical certifications, which will be a bonus if I want to change jobs.”

4. Living status

Current living status: lots of social activities, fast pace, and high work pressure.

Ideal living situation: a bigger house, a stress-free pastoral life, and balance between self and family.

5. Consumption

Children’s education, entertainment and other expenditures are the largest expenditures for this group of people.

In terms of consumption concept, personal preferences are given priority, followed by quality and price; they will buy items that improve the quality of life, such as health care products, smart homes, travel products, etc.

6. Social networking

Have a wide network of contacts and have many passive social activities.

7. Internet use

Because of the higher income, the scope of APP usage extends from basic social networking, e-commerce, and entertainment APPs to financial management APPs.

I prefer Douyin for entertainment, both for watching and posting. Most of the content posted is about one skill, and the appeal is to increase the sense of superiority.

High willingness to pay for the Internet, and high willingness to pay for paid membership of video software and paid functions of tool software; little interest in Internet wool-gathering operations.

4. Housekeeping and parenting type

1. Core characteristics

Most of them are mothers, and their children are the focus of life for this type of users most of the time. They are all doing things related to children.

At the same time, due to lack of income or low income, they are particularly sensitive to prices and have a high willingness to participate in various operating activities. But loyalty is low, and it's easy to switch to other brands when similar software becomes more affordable or more profitable.

2. Representative character

Liu Lili

3. Demographic attributes

31 years old, technical secondary school; married, two children, Full-time housewife; no income.

“There is a family of four. My spouse works in a nearby factory, and I take care of my two children at home full-time. The house is an old house bought many years ago, and the car is mainly used to pick up the children and take them out to play.

Everyday life is the same, basically sending and picking up the eldest child to school, taking the second child for a walk when the eldest child is not at home, taking the child for a walk in the evening, going home, washing up, playing games with the eldest child, and spending time with the elder. Second, I watch TV and then go to bed.

The free time every day is when the children take a nap or go to bed at night. Compared with a year ago, the eldest brother did not have to worry about studying. Now he is in a higher grade. There are many courses and homework required. It’s very hard to have two children, and it’s inconvenient in every aspect.

My wife has his own life style, which is basically out of sync with us. I usually get up around 6 o'clock, go out at 6:30, and have lunch at the company; I get off work at 6:30 p.m., watch TV alone at home after dinner, and then go to bed with the kids. ”

4. Living status

Current living status: Children dominate everything in daily life, which is trivial, fast-paced, stressful, and lacking in self.

Ideal life status: longing for the warmth of family, independent self, and a life that is completely your own.

During the interview, we clearly felt the inner ambivalence of mothers. On the one hand, their love for their children makes them focus on their children, but on the other hand, they long to be freed from their current lives and have independence. self.

5. Consumption

This type of user has little or no personal income, so they are particularly price-sensitive and are mostly willing to try channels that can earn extra income or save costs.

When shopping, we usually compare multiple platforms, and we are very receptive to channels with good quality and low price. The non-first-line e-commerce brands that appeared in this interview all appear in this type of group, such as Beidian, Global Catcher, Xingsheng Youyou, Squirrel Pinpin, etc.;

6. Internet use

< p>It pays a lot of attention to articles, information, and APPs related to children (such as education, communication) and self-related (such as women, emotions, inspirational categories).

In addition, they are highly motivated to participate in Internet wool-gathering operations. They are full of interest in various operational activities such as downloading software to get cash, sharing to get red envelopes, daily task rewards, and following official accounts to get gifts. Earning 1-2 yuan a day is very attractive.

5. Family breadwinner type

1. Core traits

Most men are the main income contributors to the family, and their income is relatively low.

The family is in the growth stage and is under great pressure; they are eager to give their family a better life and more companionship, and they are also eager to have their own time and live for themselves.

2. Representative figures

Xiong Zhigang

3. Demographic attributes

36 years old; junior high school; married with children; plumber; Worked for 10 years.

“I used to work in Zhejiang, and then I listened to the advice of my boss at the time and went home to open my own shop.

But now it’s hard to do business, so I have to find a job when I’m not busy and work for others. Installing water and electricity. Nowadays, life is very stressful. This also requires money, and that also requires money. It’s so annoying. Now I hope I don’t have to support my family, and can live a rural life without worrying about worldly affairs or how to make money to support my family. .

Now I often take my dog ??and sit on the roof to watch the sun go down. I don’t want to be disturbed by my family. ”

4. Living status

< p>Current living status: high pressure and financial constraints.

Ideal living status: Desire for better living conditions and more time for the family, as well as solitude and a stress-free life.

5. Consumption

Personal expenditures are small, and most of them are family expenditures, such as family insurance, child-related expenses, etc.; consumption concepts are more rational, and they have a clear understanding of shopping channels, such as Buy large-ticket items in offline specialty stores, go to JD.com for home appliances and digital products that require high quality, go to Taobao for clothes and cosmetics, and go to Pinduoduo if the quality is cheap.

6. Internet use

A strong sense of goal in downloading APPs, but a low desire to try new things.

The scope of use is also relatively narrow. Except for WeChat and shopping, the rest are mainly entertainment apps, such as novels and short videos.

I pay less attention to information, and occasionally I focus on viewing it through the built-in browser.

6. Stable Living Type

1. Core Characteristics

The family life cycle is mostly in a stable period, and the users are mostly middle-aged, with stable careers and stressful lives. Being smaller, you have more personal time to pursue your own preferences.

2. Representative figures

Yuan Zhijie

3. Demographic attributes

40 years old; junior high school; married with children; factory Safety officer; 1 years of experience.

“I have been doing this job for more than ten years now, and I am pretty good at it. I don’t have to worry about my children, I just help them with their homework every day.

I started to like running last year. Now I get up at 5 o'clock every day and run for 40 minutes, then go home to wash up and go to work. I also participate in running group activities on weekends.

I also buy it during my breaks. I cook and cook, and I also go to the cafe to read and be in a daze alone on Sunday afternoons.”

4. Living status

Current living status: Live a comfortable and relaxing life, and enjoy yourself.

Ideal living situation: See the world with your family and live a leisurely life.

5. Consumption

Consumption expenditures are relatively diverse, such as daily household expenses, children’s education, elderly support expenses, interpersonal expenses, etc.

In terms of concept, they are rational, value quality, and believe that you get what you pay for; and are willing to invest and pay for personal preferences.

6. Internet usage

Because this type of user has more free time, they spend more time using long videos than short videos for online entertainment. They use long videos mostly to catch up on dramas.

In addition, due to factors such as older age and relatively stable careers, this type of users are no longer interested in newly popular applications (such as Douyin and Kuaishou), and practicality has become the primary factor in deciding to download. Pays close attention to local, education, sports and health information.

7. Buddhist uncle type

1. Core characteristics

Generally, they are middle-aged and elderly male users, who are older, have lower education, and have children who are already working. The attitude towards life is casual and more Buddhist.

Internet novice users are less skilled in operation and are easily led to download; they have a strong defensive mentality towards Internet operation activities and worry about being deceived.

2. Representative figure

Liang Guoping

3. Demographic attributes

52 years old; junior high school; married with children; decoration worker Long; 3 years.

"Now, if you have work, work, and if you have nothing to do, stay at home. If you have a lot to do, you can choose what you like to do. It's like a guerrilla, go wherever there is work. Every day at noon and evening After work and on weekends, I have more freedom.

When I have nothing to do, I read iQiyi, Douyin, Xigua, Huoshan, and whatever novels are recommended. If you are interested, continue reading. Look, if there’s nothing new, just change the platform.

I don’t know how to download a lot of software. Sometimes prompts will pop up and appear on the phone after being messed up; some of them were downloaded by my children.”

4. Living status

Current living status: Live and work in peace and contentment, enjoy life.

Ideal life state: leisurely and fun.

5. Internet use

For novice Internet users, downloading and using many software requires the help of family members (children). I don’t know how to perform some basic operations (such as unfollowing a public account) (I think deleting means unfollowing); I mostly use writing when typing, and it’s easy to be guided.

Due to the lack of awareness of Internet usage, some software downloads are guided by other software (such as Toutiao software, Tencent News, etc.).

The advertising conversion rate is high, and there is a high interest in purchasing the product advertisements pushed in the information (such as the e-commerce advertisements at the end of Tencent News articles in WeChat). Measures such as cash on delivery and 7-day free returns have strengthened Trust in advertising leads to high purchase rates.

You will pay for the content you are attracted to, such as serialized novels. Online serialized novels generally have longer chapters and more free reading chapters, which often gives users the illusion that all chapters are free.

They have a strong awareness of fraud prevention and often turn a blind eye to the red envelopes that appear in the APP, thinking that they are "fake" and "have ulterior motives", and are afraid of being deceived, especially among southern users.

8. Square Dance Aunt Type

1. Core Characteristics

Most of them are middle-aged and elderly female users, who are older, have lower education, and have children who have given birth. Parenting.

My daily life is mainly about helping to take care of my grandchildren, but I also have relatively more leisure time, have a wide range of interests, have a rich and diverse leisure life, and live a leisurely and comfortable life.

2. Representative figure

Zhan Cuiping

3. Demographic attributes

50 years old; dropped out of junior high school; married with children; housewife ; 3 years.

“My life now is to help take care of my grandson, dance square dances and take walks when I have nothing to do. I also participate in our local outdoor sports association, which often organizes hiking and mountain climbing activities. Currently, I have participated in 4 , 5 times.

I have a cheerful personality and often go to parties and sing. When I have time, I go out with my husband and go for a drive every day at noon and evening, and I am more free on weekends. .

When you have nothing to do, check out iQiyi, Douyin, Xigua, Huoshan, and other novels. If you are interested, just keep reading. If there is nothing new, just change to another platform. . If you are addicted to reading novels, you have to spend money to read them. I once spent nearly 200 yuan to read a novel. ”

3. Living status

Current living status: Getting together with old friends. ,make a sightseeing tour.

Ideal living situation: traveling with the whole family with children and grandchildren.

4. Internet use

I am more sensitive to price and will try different online channels. Those who are satisfied with the use will continue to purchase and recommend to others.

In terms of information, they are more interested in social events and local news, with the main purpose of killing time and increasing social topics. .

Enlightenment

In general, each type of user in the sinking market has different performance in terms of living conditions, consumption outlook, Internet usage, etc.

But it is precisely these different performances that play different roles when Internet companies enter the sinking market.

For example: leisurely and playful users are young and have low income; but they have strong learning ability and high willingness to try out Internet products, so they can act as product "leaders".

Household-teaching users and square dancing aunts have low incomes, high price sensitivity, love to share, and have little regard for the impact of sharing. They are excellent "communicators" of Internet products in sinking markets. .

Stable and enterprising types and quality-promoting types, as "white-collar workers" and "middle class" in the sinking market, have high incomes, plenty of leisure, and strong willingness to pay. They are "consumers" of many products and content.

Other users can conduct targeted exploration based on their living conditions and values.

Others

In sinking markets, female users are more price sensitive and have high downloads and participation in software or activities that can earn extra income or cost savings. Will.

Subject to factors such as mobile phone configurations, the effect of APP’s first-mover advantage is particularly obvious. It will be more difficult for newcomers of similar software to promote it in first- and second-tier cities.

Education is particularly important to families with children in lower-tier markets. It is rare for a family with a monthly salary of 5,000 yuan to be willing to spend 20,000 yuan to send their children to a right-brain tutoring class. However, it can be seen from this that education plays a key role in the minds of users in the sinking market, and educational products still have great opportunities in the sinking market.

Users in lower-tier markets have more fragmented leisure time, but less overall leisure time in days.

Compared with the weekly-based weekend break model that is common in first- and second-tier cities, in sinking markets it is often based on a monthly basis, with 4 or even less days off per month being common. Therefore, some things that require a large amount of leisure time become a luxury.

For example: travel, travel has also become the ideal lifestyle expressed by many users in picture testing.

An ideal life requires sustenance, and the occasional realization can also encourage users. These also provide soil for the development of travel-related products in the sinking market.