One week CP APP body analysis report
1. Experience environment
Experience product: Weekly CP
Software version: V3.41.0.820
Mobile phone system: colorOS (Find X)
Experience time: 2019-06-10
Experiencer: Shen Zhenting
2. Product positioning
? Weekly CP? is a brand new product based on data algorithm The social mode (APP) calculates and matches a similar friend based on the information filled in by the user, such as gender preference, same city preference, age preference, etc., and completes check-in tasks with different themes for a week through ***, effectively breaking the ice and getting to know each other quickly.
3.1 User data
?According to iResearch data, the gender ratio of male to female users of CP in a week is close to 1:1 (female users account for the majority, which reflects to a certain extent the female users’ Increased demand for such apps), and from a user perspective, this is an ideal state. For the platform, the gender ratio is approaching balance and also lays the foundation for user retention.
? Also pointed out by iResearch data, about 50% of the users are under the age of 30 (in line with the product’s positioning for young people), but it is also clearly favored by users aged 31-40 (It can be seen that this group of young and middle-aged users is also a group with great potential, and they can become supporters of the platform in expanding its user base in the future).
? According to the above figure, we know that the users of Weekly CP are mainly distributed in relatively developed areas (including first-tier cities such as Beijing and Shanghai, as well as economically developed provinces such as Jiangsu and Zhejiang), but I compared the previous data (Ai Rui (April) found that in addition to the increase in the proportion of users in economically developed areas, not only did northern regions such as Hebei and Liaoning replace central and western regions such as Hubei and Shaanxi, but Hebei's user groups even replaced Jiangsu to become the third largest existence, based on this, I believe that the user base of Weekly CP is no longer just a patent for white-collar students and students in developed areas in the east. Users in the north and even other areas with relatively low development levels are rising.
3.2 User portrait and social scene
Single college student
Name: Xiao Shen
Age: 19
City: Hangzhou
Occupation: Student
? User scenario: Xiao Shen is a student at a university in Hangzhou. He is introverted. His interpersonal relationships at school are relatively simple. He looks at his roommates. My classmates are gradually no longer single, and they hope to use the classic matching function of One Week CP to help them find the person they like.
Single white-collar worker
Name: Xiao Jin
Age: 35
City: Shanghai
Occupation: Data Analysis Teacher
User scenario: Xiao Jin is a data analyst for a company in Shanghai. He is usually either at work or at home. He refused to go on a blind date, but after seeing the unique 7-day CP experience function of One Week CP, he was eager to pursue true love and signed up for quick matching.
Single fresh curiosity person
Name: Xiao Lu
Age: 25
City: Tangshan
Occupation: Resident singer in a bar
? User scenario: Xiao Lu is a resident singer in a bar. He usually has a wide social circle. He loves to play and move. He found Zhou CP through his own research and used the APP The "Play Together" function helps you find more playmates.
3.3 Demand Analysis
User needs can be divided into three categories: looking for love partners (opposite-sex friends), expanding social circle of friends, and needing more social apps
4. Market Current Situation and Competitive Product Analysis
? According to iiMedia Consulting data, the number of stranger social users is expected to exceed 600 million in 2019, but what cannot be ignored is that the number of users The annual growth rate is declining year by year (each echelon of products is attracting users)
4.2 Market Trends
From the above report, it can be seen that the competition among stranger social apps is expanding, with Momo Take "Hertz" as an example. This newly launched function in February has made Momo a direct competitor of Weekly CP. Momo, which was already a leading product, will continue to harvest the user group belonging to Weekly CP. I think Weekly CP CP needs to continue to compete with differentiation and develop its own market with richer features and functions.
4.3 Competitive Product Analysis (Simplified)
? Weekly CP is a second-tier product in the stranger social market. I will avoid the top products (not direct competitors) here. Instead of comparing, we selected products on the market that have overlapping functions with one-week CP or have similar user awareness for simple analysis.
1. Number of monthly independent devices (May): The above four competing products can be subdivided into two categories: dating and voice community dating.
From the above figure, we can see that the weekly CP is at a disadvantage in terms of the total number of APPs used on the device, but the absolute gap has not been widened.
2. Characteristics of the user group (May):
? 1. In terms of gender distribution, the ratio of men and women in Weekly CP, Chu CP, and Soul is relatively balanced. Only Peiwo APP The proportion of men is significantly greater than the proportion of women.
? 2. In terms of age distribution, the proportion of young users aged 30 and under for the four products exceeds 50%, of which the CP has reached 61.34%. As a direct comparison, the CP for one week is 50.92 %.
3. Home page comparison
? The home page is the user’s first impression of the product after entering the APP. Compared with the other three competing products, Weekly CP directly improves the primacy of its core function (matching) (close-up of the main interface), allowing users to focus visually. In this regard, apart from Soul, the homepage functions of Accompany Me and Chu CP are slightly complicated.
5. Product (APP) Analysis
5.1 Product Structure Chart
5.2 Product Core Process
Matching function is the core of CP, The process is demonstrated as follows:
From the above flow chart, it can be seen that the richness (diversity) of the matching paths of CP for a week is mainly reflected in the combination of path length, which can basically satisfy users in various social scenarios. needs in. Matching is the core keyword for socializing with strangers and the basis for establishing social relationships. The more diverse the matching channels, the higher the matching efficiency, and matching efficiency directly determines the user's retention rate and activity rate. Weekly CP still has a relatively high matching rate without using super members, which establishes a balance between user retention and conversion to a certain extent.
5.3 Functional experience analysis
1. Fast (random) matching:
? The main interface display content is randomly recommended users, and the displayed user information has ID names , status, distance, personal tags, etc. In the upper right corner, you can modify your preferences (including priority matching, location, gender, age). This interface provides options similar to if and else if. If you are satisfied with the randomly recommended object, click to enter the chat interactive interface (can be viewed as if). If you are not satisfied, click shake to switch to another random object (else if ), for many users (especially lazy people like me), it is an efficient and fast way to filter and match.
2. Classic matching:
? The special function of one-week CP (the most competitive), specifically the 7-day CP experience.
After signing up, there are five opportunities to choose candidates. When both parties choose each other, it means that the match is successful. At this time, both parties need to complete certain check-in and chat tasks. In this way, the judgment can be gradually made. The needs and intentions of both parties will be discussed until the final ice-breaking link is completed.
?For me, the 7-day CP experience function has done a good job in resolving awkward communication (compared with predecessors Tantan and Momo). It guides us to complete tasks together. Through the form, you can already understand the other person's interests, hobbies, personality traits, etc. before actual communication, avoiding the awkward situation of waiting until the real contact, and opening up the topic in the minds of both parties. At the same time, the process of screening objects will also be refined.
Problems and suggestions: Without a super membership, the probability of failure is too high; even after a super membership is activated, there is still a certain chance of matching failure. We hope to improve the user experience as much as possible in this aspect.
3. Playing together is an expanded function of the one-week CP and another communication mode besides the 7-day CP experience. Connecting users with each other through entertainment interests means using interests to divide circles and further strengthen user interaction. Taking activities such as King of Kings, eating chicken, and watching dramas as the entry point for needs, it meets the needs of some users (such as me) and improves the dating function.
? Suggestion: The voice communication function of Lianmai has become a competitive relationship with products such as Soul and Zhiya. It is hoped that it can receive more development and improve user needs.
4. Three-view matching:
? The extended function 2 of one-week CP is divided into three-view (mental) matching function and personality test.
? Three-view matching: The system gives three users (as shown in the picture above). Choose one user to answer a question. If the selection is the same, the other person's personal page will be unlocked, but there is a time limit of 1 hour; If the selection is different, it means failure, and the system will randomly push another user.
? Using this method can also quickly determine the other party's psychology (needs). Although it is not complete enough, it can increase the user's confidence to a certain extent and make the user have the idea of ????communicating with the other party.
? Suggestion: Test questions can be increased appropriately to make users understand the users better as much as possible.
5. Community (Square): It is a UGC community belonging to the weekly CP (covering appreciation, recommendation, nearby, CP show). Among them, the appreciation module was renamed from the previous attention module. It can be seen that The official intends to deepen users' concepts in this regard (appreciation is deeper than attention), and subtly promote users to communicate with the objects they admire.
? A huge role of the community is to allow users to discover people and interesting things. Allow more users to connect. The corresponding measures for weekly CP are to set up several topic columns (similar to Weibo topics) under the recommendations, using this method to guide users to participate in discussions, participate in discovery, and arouse ***.
6. Suggestions
Suggestions:
1. Strengthen user data review, improve user authenticity, and ensure a good dating environment.
2. Enrich and expand more user contact and communication functions.
3. Improve the professionalism of operating homeowners to ensure that each CP task is completed well.
4. On the basis of the profit from the membership system, add other payment plans (such as Tantan’s little assistant, adding avatar expressions (Zepeto))
5. Offline and universities, Cooperate with Internet companies and other relevant institutions (further reaching out to young groups) to launch customized services.
S (Advantages):
1. The product has an innovative concept and features a weekly check-in task with different themes to create a social platform to attract young people and vertically expand the user base.
2. The simultaneous operation of mini programs and apps, as well as the promotion of Weibo and WeChat, have built a good new and traffic ecosystem.
3. Currently in the second echelon of social APPs, there are few direct competitors.
4. After the head product has opened up user acceptance, it has laid the foundation for harvesting new user groups with richer functions.
O (Opportunity):
1. As the pace of life accelerates today, users’ demand for stranger social APPs is expanding.
2. In the mobile Internet era, a large number of users have moved from the PC Web to the mobile terminal, and social convenience has increased.
3. Relatively high-quality community content experience, using entertainment interests to connect users, and using high-quality content to increase user activity and stickiness.
W, T (disadvantages, threats):
1. The matching and content recommendation algorithms need to be improved, and user trust is not enough.
2. The breakthrough from online to offline is not enough, and there are few offline activities.
3. The review mechanism is not complete enough, and various types of personnel (such as homeowners) are deeply affected.
4. The publicity intensity is relatively less than other competing products, and user awareness is not high yet.
5. The efficiency of user activation-retention-conversion is relatively low
7. Summary
? Weekly CP has emerged in today’s market where strangers socialize Make your own path. In the current era of increasing market demand and fierce competition, Weekly CP has developed its own gameplay and functions, and is constantly improving itself through version updates and iterations. I hope Weekly CP can do better in the future, come on!