Dislocation penetration or consumption upgrade
Editor’s note: This article is from WeChat public account “Seven Wheat Research Institute”(ID:Qimaiyanjiuyuan), the author painted.
The seven wheat data has been monitored. Recently, the “Taobao Special Edition” has been the top three AppStore list (free), application (free), and shopping (free) for six consecutive days. The reason comes from the “double eleven” that is gradually approaching. Users can log in and use “Taobao Special Edition” to get not only various red envelopes, but also participate in Taobao’s “Double Eleven” various promotions, which can save some more. money.
In recent years, there have been many similar products in the AppStore that use the money-saving slogan. They are not only similar in terms of gameplay, but the App name also has similar suffixes, such as XX Speed Edition, XX Professional Edition, XX Special Edition…It is worth noting that in most cases, such products are not only often The list of AppStore (free) is the first, and at the same time, it can get a lot of user attention in a short time.
Sinking in the market, the speed version came into being
When big companies have placed target users in first- and second-tier cities, they have adopted a misplaced infiltration method and quietly harvested users in the 3rd, 4th and 5th tier cities, becoming one of the representative products of the Internet. According to QuestMobile data, in the first half of the 2019 segment, the top 10 of the industry’s growth in the top 10 is to acquire more users in the sinking market.
At the same time, Seven Wheat Data from the AppStore retrieved the keyword “Speed Edition” from the 76 products, 44.7% of the Extreme Edition App was launched in 2019, such as “Quick Speed Edition”, “National K “Song speed version”, “Betta fish speed version”.
In the e-commerce field, the “special edition” App has followed closely. Of course, sometimes they are suffixed with “rebate” and “coupon”. As mentioned at the beginning of the article, “Taobao” Special Edition”, this product was only launched in AppStore last March, but with a variety of red envelope incentives, coupons, and back to the “Taobao” traffic pool, successfully gained user attention, iOS estimated downloads in the past week 278w. However, the launch of the “Taobao Special Edition” also has a meaning of “marking more and more”.
(“Taobao Special Edition” product interface)
There is no such thing as a byte beat. At the end of September 2018, the “Today headline speed version” of the “Fun Headline” was launched, trying to divide the big cake in the sinking market.
Users can get different values of cash and coins by reading articles or videos, searching for content, reading push articles, and inviting new users, from the current “Today’s headline version” product performance. Look, this move of bytebeat is still very successful.
Seven wheat data monitoring, “Today’s headline speed version” iOS estimated downloads reached 7630w+ in the past year, 312 days to occupy the AppStore news list (free) first, and in the total list (free) and application list ( Free) also has a good performance, the score is much higher than the “fun headlines”.
In recent years, the “fast hand” and “vibrate” which have very dazzling performances in the short video field have also launched the speed version. Ingeniously, the speed version of the two products is developing towards each other’s style. The Extreme Edition starts to ground.
In November last year, the “Quick Hands Concept” (now renamed: Fast Handset) was launched in the AppStore, and then the “Quick Speed Edition” came.
In fact, it is for the first time in the first- and second-tier cities, when the traffic reaches the top, it will be a new product for the product, or a self-defense line for the product, or a product to promote the daily life. The launch of the “Speed Edition” is symbolizing that the sinking market has become a battleground for many companies and developers to snatch new users.
Consumer upgrade, professionalScreen for vertical users
The “Professional Edition” App is more expensive than “Special”. Therefore, compared with the main App, the “Professional Edition” App not only has a small carrier of the “Speed Edition” App, but also has a more succinct product interface and a personalized setting. At the same time, compared with the promotion of the ultra-speed version of the product, the professional version of the product is more often in the precipitation of users, screening out a number of high-quality vertical users, and further realizing the product.
Using the Pro version of the user, basically the vertical users divided into the main App users are different from the new user groups that are covered by the Extreme Edition. These users have a strong sense of payment. They are willing to jump out of the price, and the pursuit is no longer price/performance, but also includes quality ratio.
To this end, many developers have also set the professional version as a paid product, or set up relevant paid content in the professional version. This phenomenon is more obvious in the news app version. Seven Wheat Data In the AppStore, among the 60 products selected by the keyword “Professional Edition”, 75% of the news App Professional Editions are paid products, and the payment range ranges from 1 yuan to 6 yuan, of which 83.3% The product is priced at $1.
For example, in “Today’s Headlines (Professional Edition)” and “Phoenix News (Professional Edition)”, users only need to spend 1 yuan to download, avoiding the dazzling news of the main app, users can make full use of Get your own information on fragmented time.
(“Today’s Headline Pro” product interface)
Setting the “Professional” app as a paid product can actually bring more exposure to the product to a certain extent. With the increasing number of App products in the AppStore, the competitive pressure on the AppStore free list has also increased. As a paid product, in the case of letting users consume less money, it is actually easier to motivate users to consume, and then rush to the paid list, and after gaining greater exposure for the product, it can further transform the product and promote download. the amount.
(Keyword “Professional Edition” App , paid product list rankings, iOS)
Principal app traffic peaks, or can be turned to new people
Although the speed version, professional version and other products are now available, you can also seize the sinking users, open up new users and precipitate users, but for many products, the first thing to consider is that my products need not be launched. Such a version?
The three major mountains in the social field, “WeChat”, “QQ” and “Weibo”, among which “QQ” has “QQ International Edition” and “Weibo” have also launched “Weibo International Edition” in recent years. “Weibo Express Edition”, and “WeChat” has not launched related products (here, the XX version mentioned in the article). Then we need to consider what kind of products should be launched?
1, the product form is gradually determined, but products that continue to add new features are still needed.
Continuous optimization and improvement of product features, this is a key point to increase user satisfaction. However, for many App forms that have already been formed, their user habits are actually in a state of relative balance with products.
So developers can actually launch a “concept version” App. When you want to introduce new modules or new features for the main product, you can test the water in the “concept version” app and get feedback from the user. Optimize the upgrade before adding this module to the main product. Compared with directly introducing new functions in the main product, this kind of good can also reduce the user’s antipathy to a certain extent.
(“Fun Headline Concept Edition” application description interface)
2, community products, or product modules in the product account for a relatively heavy product.
This year, the relevant government departments have stepped up their supervision of community content. The “Little Red Book” was officially launched on October 22nd. The “Douban” various gossip groups are still hidden in the snow, and “immediately” are removed. For more than three months, it has not been returned… Faced with such a severe control, developers involved in community content not only need to self-examine and correct themselves in time, rectify and eliminate relevant content, but also optimize or highlight products. A certain module, the introduction of the relevant speed version of the product, professional version of the product, just in case.
If you encounter the risk of the main product being removed, there will be a speed version and a professional version of the app to retain the user and product brand words.
3, user traffic is gradually reaching the top, and I want to further promote the product and increase the chance of realizing it.
When a product develops into a mature stage, the growth of individual users is in fact unable to reflect the superiority of the product. For this reason, the product needs to lengthen the user’s usage time and increase the probability of user realization.
To achieve this goal, One is to add new modules to the product and set up various activities, but this situation has hidden risks that hurt the user experience. The second is to subdivide product modules and rely on this to launch new products. The new product user community is less restricted, and the developer can choose a completely different user group than the main product, and the layout breaks through the ceiling of the main product growth.
Or for a certain user group, the segmentation optimization introduces vertical new products, which can also filter out a wave of loyal users and realize the realization of products. And to a certain extent, the linkage between new products and the main products can also be taken together.
Write at the end
The homogenization of the Extreme Edition product is getting worse. At present, AppStore and even the “Speed Edition” App on Android side, the gameplay is similar, the content quality control is loose, the increasingly homogenized products will make users fatigue, and the low quality content will easily dampen user enthusiasm.And even caused the attention of the relevant government. Developers are advised to launch such products in the future, in addition to the need to set up new ways to attract users, the content control must also be strengthened.
Segment the vertical user community to launch new products in a targeted manner. With the changes in user habits and the emergence of various consumer concepts, vertical users such as Generation Z, Town Youth, and 00 Hours have emerged. In addition to the ability to segment user groups for the main app to launch new products, developers can also launch relevant apps for these users.