In can be summarized as picture+label+sticker+social APP.
Target users: post-90s young women.
User characteristics: I will beautify my photos, enjoy my life, like taking photos, love food, look forward to traveling, love gossip stars, love to play, and be interested in new things. ...
User needs: beautify pictures, have a suitable platform to bask in the sun, look at pictures for recreation, and make friends through interest.
market superiority
Products go online early and win in the blue ocean. 20 12 in April, Instagram, the largest photo social application abroad, was acquired by Facebook for 10 billion, and its valuation continued to rise. The success of INstagram has also brought business opportunities to the founders of In, Kuroha and Shimizu. At that time, the domestic photo social APP was still in a relatively blue ocean period. No company's products could be dominant, and the potential for users to be tapped was still great. As an early photo social app in China, In firmly grasped the opportunity and seized the market opportunity.
Accurate positioning, targeting female user groups. The main user group of In is young women born after 1990s. Compared with nice's positioning users as trendsetters, post-90s women are a clearer group. These people have some remarkable characteristics, such as a certain spending power, a need for pictures, and a love for sun exposure, which make them the most important users of in.
Product advantage
There are many ways to play. UGC has three main forms: ordinary pictures, small films and picture stories. However, each UGC form has various beautification schemes such as stickers, filters and tailoring, which allows users to have more diversified choices and satisfy their constant freshness.
Card interaction, high product awareness. The interaction of pictures in the friends module is very different from the common picture APP. By asking some friends around me, I know that the card browsing method leaves the deepest impression on them and can give users a feeling of browsing magazines.
Label brand. In putting brand labels on places and words can also stimulate users' desire to stick brand labels, and list brand categories in great detail for users to choose from.
Stars move in to attract fans. Stars are naturally from the media, and the presence of stars in in will definitely attract fans to become users of IN and increase the number of users of products. Daren is usually a user who has a high degree of awareness in a certain field and constantly outputs works. These users attract fans with their face value or talent, and improve the user retention rate.
Market disadvantage
The impact of short video and live broadcast industry. Last year and this year, short video and live video respectively opened the first year of rapid development. With the great upgrade of mobile phone hardware, the great increase of network traffic and the great reduction of UGC cost, more and more people have the opportunity to be online celebrities, and some users who were originally active in photo socialization have turned to the short video and live video industry.
Product homogeneity is serious. At present, there are many kinds of picture social apps, such as Lofter, Instagram, Nice and so on. The competition in the photo market is fierce, among which Nice and In are highly similar.
Product disadvantage
There are few special functions. The products are mainly provided for users' entertainment in the form of recommended content, and the products lack functions that can be obviously distinguished from other similar applications.
Low community activity, less communication between users and high cost. At present, users can communicate with each other through comments in IN, but the number of comments on popular pictures is often very small, so it is necessary to add friends for deeper communication, which greatly improves the resistance of communication between users.
Rough classification, small quantity, no personalized recommendation. The recommendation module includes the latest, hottest, trend, goddess, gameplay, travel, animation, sports, teasing and handsome guys. You need to go to the secondary page to view a slightly detailed topic. Users can't choose the recommended content they want.
Product functional level
Strengthen the research and development of UGC form. At present, the only ordinary pictures, movies and stories are small, which can no longer meet the fresh needs of young women after 90. You can refer to FaceU's fun activities such as spitting rainbow, snow changing face, and children's day with pictures every day, so that users can participate in the form of activities instead of long-term UGC production mode. In addition, it is necessary to constantly design new filters and stickers for beautification and decoration, which can continuously meet users' demand for freshness, increase users' usage frequency, enhance users' stickiness, mobilize users' UGC activity and enhance the active atmosphere of the whole community.
Refine recommendation classification and increase personalized recommendation function. By analyzing users' interests and related users' information, we can recommend "guess what you like" for users, hit the target more accurately, and make users feel that in knows her better. Users can choose recommended content according to their hobbies, such as adding classification editing function, and users can choose classification order and classification number separately; Make a more precise breakdown of the general recommendations. For example, sports can be divided into basketball, football, fitness, cycling and other small categories, and users can subscribe according to their own interests.
Add scene shopping function. Using the existing electronic tag technology, for some well-known and frequently used brand tags, users can selectively enter the purchase page of related products after clicking the tag when browsing pictures, and complete shopping in leisure, which is similar to the real shopping scene and different from Taobao, Tmall and other e-commerce, giving users a real, reliable and safe feeling.
Product operation level
Cooperate with brands, hold activities and create hot spots. Beauty and jewelry brands are very famous among women. Cooperating with these brands, resources will be replaced. Partners can enhance their popularity among in users, thus bringing more user traffic and more total consumption at a certain conversion rate; In can promote the whole community and improve the retention rate of users through activities, and use the resources of cooperation channels to promote activities, which will play a certain role in promoting innovation and enhancing in popularity.
Strengthen content screening by using machine learning and manual audit. "Content is king" is a basic feature of the community. High-quality content precipitates community tonality. When stable tonality is what most users expect, users will have a sense of belonging to the community and become loyal users of the community, which plays a vital role in improving the user retention of the whole community.
Invite more celebrities and small fresh meat to settle in. You can learn more about lovely pets, fitness, travel, beauty and other areas that women care about. And invite kols in these fields to settle in; For small fresh meat that can subvert female users, of course, you can't miss the opportunity to invite them to settle in.
profit model
Scene shopping, e-commerce shopping guide. By using brand labels, click on the function of mentioning or related goods directly entering the shopping channel in the discussion, so that the scene is closer to the purchase behavior. By returning to the commodity purchase page to establish a cooperative relationship with merchants, we can achieve cooperation in the form of CPC, CPS, purchase conversion rate and other benefits to achieve a win-win situation.
Build your own brand. At present, photo album printing has its own products. In addition, we can also model the interests of community users according to user data, and obtain some products that users are most concerned about, so as to establish our own brand (or brand cooperation). We can also give priority to the beauty products and fitness products that women after 90 pay attention to, and make use of the influence of in in women's groups to promote the development of community e-commerce.
Modeling according to users' interests and placing advertisements at fixed points. We can get more accurate portraits of users' interests from a series of user data, such as users' browsing records and friends' attention, so as to attract advertisers to set up traffic portals in in, better reflect the competitive advantage of in in negotiating with partners, and bring greater profit space for IN.
Abstract of intransitive verbs
At present, in has become the largest social photo App in China, and has completed the process of user accumulation. From the perspective of product development and market share, IN has a good development prospect. While constantly trying new functions, we should focus on exploring the tonality of products and how to satisfy the peeping desire of producers and the show-off and recognition of consumers to the greatest extent.