This article is from WeChat official account:White whale goes to sea (ID: baijingapp) , Author: pridecheung, original Title: “Nov. Revenue increased by 583% year-on-year. What do American readers look at on Dreame? “, the head picture comes from Visual China
There has always been a number of Chinese teams on the track of online publications, but many online manufacturers have been facing some common problems. The most important thing is how to make profits. Of course, it is to reduce costs and increase revenue. Cost (translation, UA), on the other hand, strengthen the realization. In addition to the product team itself, some suppliers are also solving the former, while some manufacturers of the latter have begun to try new ways and have achieved good results.
Dreame made a breakthrough in the United States, with an estimated turnover of US$2.7 million in November
Recently, the author has observed that the overseas income of App Dreame, a web-reader of the overseas manufacturer STARY, has been soaring since March this year. According to the data recently captured by Apptopia, Dreame’s income has been growing rapidly since March. Although the income has declined in the next August and September, compared with the beginning of this year, the income level has obviously risen by one level, and 10 At the beginning of the month, the growth momentum was restored. At the same time, according to Apptopia’s forecast, Dreame’s November revenue will increase by 583% year-on-year, which is about US$2.7 million.
Dreame’s revenue changes in the past year (data source: Apptopia)
According to data from the Beluga Research Institute, in terms of downloads, Dreame’s main markets are the European, American and Southeast Asian markets. From a revenue perspective, the US market contributes most of Dreame’s revenue. iOS Even 70% of paying users are US users.
Dreame Android (left) and iOS (right) download users (top) and paying users (bottom) share in each market (data source : Beluga Research Institute)
According to the ranking data of Dreame on the US bestseller list in the past 90 days, it basically coincides with Dreame’s steady increase in revenue in recent months. Therefore, it can be concluded that Dreame’s revenue breakthrough in the US market is The main reason for Dreame’s revenue growth in recent months.
Dreame Android best-selling list ranking changes in the United States in the past 90 days (data source: App Annie)
At the same time, the author observed that there is a huge contrast between Dreame’s download ranking results on the US charts and the best-selling ranking results. Taking Google Play as an example, Dreame ranks first in the book bestseller list, but only in the book download listPosition 24. It can also be seen from this that Dreame has a relatively strong level of user conversion and monetization compared with other similar products.
Two questions can be extended from this: 1. What is the reason for the sudden increase in Dreame’s income since March this year? 2. What did Dreame do right to stand out on the best-selling list of American Webwen App?
After the epidemic, Dreame took advantage of the trend to increase investment in the United States
According to the universal formula of revenue=number of users*single user value, Dreame’s revenue suddenly rose sharply without major changes in payment points and monetization models. The most likely reason is the number of users. In the process of user growth, some users with higher value have been attracted.
In fact, just as the closure of restaurants under the epidemic has stimulated the rise of overseas takeaways, and the closure of gyms has stimulated the growth of home fitness, under the influence of the epidemic, people have more time at home, and online articles have also become popular. A benefit track.
First of all, the US book market itself is relatively large. According to Statista’s data, in 2017, the US book publishing market accounted for 30% of the world’s sales, much higher than the second-ranked China.
2017 book publishing market share in various countries (data source: Statista)
Affected by this epidemic, the reading behavior of overseas readers has become electronic and online. According to a Forbes report, when the first wave of overseas epidemics in March led to the isolation of overseas users at home, the user base of e-book apps increased30%.
In addition, according to Written World Media’s data survey, compared with before the epidemic, the average e-book purchase per reader has increased by 30%. And since March of this year, the sales of e-books on the e-book trading platform Bargain Booksy have increased by 18%, and have been growing since March, which seems to be in line with Dreame’s revenue growth curve.
Bargain Booksy e-book sales growth (data source: Written World Media)
Take advantage of this growth opportunity, Dreame also acquires customers through buying volume. According to data from App Growing Global, in the past year, Dreame’s Android version and iOS version have only started advertising purchases in the United States in March this year. Obviously, they have seen an opportunity for user growth and increased their advertising efforts.
Dreame’s changes in the amount of material delivered on Android (top) and iOS (bottom) in the past year (data source: App Growing Global)
To sum up, the epidemic is DreameThe direct cause of income growth in recent months. But theoretically speaking, the top web apps in the United States should have been promoted by the epidemic, but now we can only see that Dreame has the most positive impact on income. The reasons are worth thinking about.
In the previous online event “How to Catch the Core of Pan-entertainment Going Globally and Break the Innovation Ceiling” organized by Beluga Going to the Sea and Facebook, Jia Huaiqing, head of overseas technology of Handyread Technology, said that currently Chinese online literacy companies are facing three major problems. That is, high translation costs, localization of stories, differences in domestic and foreign operations and recommendation strategies.
At present, with the advancement of technology, the cost of translation of online texts has been greatly reduced, but the competition of online texts appears to have entered a new stage. Compared with a company that has a lot of copyrights like Reading, Some manufacturers that see opportunities for the development of overseas online texts are more inclined to choose to directly localize content. Dreame is also a typical example. On the Dreame platform, where revenue has grown substantially, it is an interesting topic to find out which types of web posts overseas users like.
What are readers watching on America’s most profitable web app?
Actually, from the App name of the Dreame iOS version, it is basically possible to determine the platform positioning and user portrait of the platform. Dreame-Read Best Romance, after the main content comes out, it can be seen that Dreame is aimed at women, women who like romance novels.
In order to further determine Dreame’s user portrait, the author found Dreame’s official Facebook account, and randomly selected 10 users in the comment area of different posts published by the official account (random sampling is definitely biased, but Also because of the great randomness, some phenomena can also be observed to a certain extent as a dimension for judging user portraits).
The author inferred their ages based on the education and work experience of these users on their Facebook personal pages. Among them, the oldest is 35 years old, the youngest is 16 years old, and the average age is 23.1 years old, and they are all women. Although these users are not all American users, judging from their resonance with Dreame’s dynamics on Facebook, the portraits of Dreame readers in various countries should be similar, young women under the age of 35. And this portrait is actuallyThe positioning revealed by the name of the App matches.
Dreame’s comment area on Facebook
Next, the author went to look at Dreame’s real-time hot list of novels, Dreame Best (this list will change in real time, reflecting the novels most read by current readers), and 5 novels that have been read more than One million novels. Through the titles, brief descriptions, and keywords in the tags of these 10 novels, let’s take a look at the characteristics of the web articles that are loved by these young female readers.
The frequency of label words in 10 novels
The theme of love is dominant, and the male and female leaders are “personally designed” brightly
The 10 web articles counted by the author are all love themes, and the character settings have routine characteristics. First of all, the protagonists of the stories are generally women, and the heroines in these stories are divided into two categories. One is that the heroine herself is perfect, but she came from a poor background and experienced ups and downs. In the end, she overcame difficulties and found true love with her strong will. . Another type of female protagonist is characterized by relatively weak and ordinary people, but they usually have some unusual experiences. Just like an ordinary Nobita but has an all-powerful Doraemon, an ordinary horse