Netease Snail Reading is the first choice for this product analysis, and the main foothold is the study of time payment mode. At the same time, I want to study the chapter payment mode. When choosing this kind of product, I choose Netease Cloud Reading, because it is produced by the same factory, and because the responsible persons of these two products are the same person. Thinking in different content patterns and reading scenarios is more enlightening to me.
Netease snail reading actually takes time as the charging standard, and users consume time to produce snail shells, which can be exchanged for unlimited reading rights of books and jump out of the measuring standard of time charging. Netease cloud reading mainly takes chapter payment and original buyout as the main charging modes, and it is valid for life after purchase.
The product environment is Android operating system (the system version is 8.1):
The product analysis mainly starts with the types of books in the stacks of the two products, and analyzes the similarities and differences in reading, payment, content generation and user retention.
As can be seen from the above table, Netease Snail mainly reads books, and the favorite reading for users is still novels. Netease Cloud reading mainly focuses on cool articles, including counter-attacks that boys prefer, upgraded novels, presidential articles that girls like and Gu Yan novels.
According to the overall analysis, Netease Snail mainly reads published books, ranging from novels and essays to biographies, scientific books, successful books and related professional fields. Netease Cloud Reading is mainly based on online literature, although it also contains some published books, but the overall content is still dominated by novels, supplemented by some successful studies and famous works (the number of hits on related online literature works exceeds 3 million, while the number of hits on A Dream of Red Mansions is 95 million, and the online literature works is only 9 months).
from the analysis of the contents of the stacks above, we can find the differences between the users who use the two products in reading contents. The following two articles are selected as examples for analysis, namely "Fang Siqi's First Love Paradise" on snail reading and "Ace Doctor" on cloud reading. (The following interfaces are all initial settings, and they are all not logged in, and the APP clears the data and reinstalls them.)
From the selected articles, it can be seen that although they are all modern novels, the articles in Fang Siqi's First Love Paradise tend to be long, thick and slow, and it takes a lot of energy to concentrate on the content of the text and the related logic combing and plot construction when reading. What appears in the article is like a mouthful of words, auxiliary words and a long time at home. However, the content of "Ace Doctor" tends to be short, flat and fast, and in a short page, there are a large number of conversational words, and there are a lot of words such as big beauty, devil-like figure, garden flowers, first-class and so on, which bring a lot of stimulation to the brain and make our reading more like browsing. At the same time, short and frequent line breaks mean that we don't have to think too much about the logic and clues, and are more dispersed by words containing a lot of stimulating information.
Secondly, it is easy to see from the settings of reading sister to buy you. Snail reading has a smaller font size, and besides the content of the book, it also focuses on a duration, while the reading interface of cloud reading pays more attention to the enlargement and boldness of fonts, and at the same time, the spacing before and after paragraphs is set larger.
In the menu interface of the reading interface, snail reading pays more attention to the understanding of the book and the discussion based on the book itself. On this page, snail reading pays more attention to the annotation function, so as to minimize the disturbance to readers on the interface.
Compared with snail reading and focusing on annotations, cloud reading is based on long reading and uses more space in reading progress and night mode.
In the aspect of selecting characters, we can also see the differences between them based on the different content and the user's experience after reading.
Snail reading takes marking, commenting, sharing and asking questions as the first column prompts, and around the setting of snail content, discussion harvest, recording harvest and highlighting marks are the main selected menus. Behind this menu is the discussion community and knowledge community established by Snail based on high-quality publications. Through the reader and questioning mode, different reading experiences collide in this community, so as to keep users fresh because of the collision of knowledge, and at the same time, recommend new books at this node to improve users' interest. And cloud reading is centered on self-feeling, giving priority to ensuring that users can get a good feeling when reading. Based on this, the selected menu mainly focuses on notes, dictionaries, sharing and searching, while reporting, correcting mistakes and commenting. Compared with snail's questioning user interaction, comments are mainly based on users' feelings at this time, and the sense of interaction is weak.
after excluding users' different opinions on the content, we can find that the main core points of the two products are different in the reading interface. Snail reading is mainly based on traditional novels and publications, and the difficulty and threshold of reading are relatively high. Based on this, readers, annotations and questions are built, mainly because these contents are not easy to digest. The relatively high reading threshold and the test of concentration make the product have to make room for some users with a slightly poor foundation. Questioning and readers can make a good start for this, and at the same time, the reading interface highlights your remaining time and also prompts. However, because the content of cloud reading is mainly online literary works, it is short, flat and fast, which makes it easier for users to be distracted when reading. In order to ensure the user's reading speed, the faster the speed, the more excitement he receives, the more fascinated he will be, and read on. Based on this, the larger font size and wider paragraph spacing make it easier for users to identify words and information.
As we said above, Snail uses readers and questions and answers to help users read. On this basis, Snail's charging mode is duration, and this duration is only for books that users have not obtained unlimited reading rights, and the acquisition of this reading rights requires users to accumulate reading time on the platform. Based on this, a user's closed loop can be obtained, and through
accumulating time to exchange books, they can review them indefinitely. For new books, You need a new reading time. The 6 minutes given by snails every day is sufficient for most users. If you join the reading time of more than 6 minutes every day, you can get the time by purchasing Turbo members.
The characteristic of cloud reading is to make use of the characteristics of online literary works, and through the adjustment and setting of the reading interface, users will have the idea of unlimited reading. If they want to continue to get stimulation, they will keep reading, and the chapter payment model based on this is born. Unlike snails, most users of cloud reading are pursuing stimulating He Shuang, and they can not delve into the logic and plot completely. It is this that makes users have the reading impulse to ensure that users will pay for later chapters in order to continue reading.