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Switching to a service provider, the unit price per customer increased by 40%, and the messy fees were gone.
▶Offline light food brand Douyin operation HE Tuber manager, over 50 offline stores in Beijing + Chengdu
We have also encountered pitfalls when looking for Douyin operators.
In April this year, the agent operator gave us our first live broadcast. The GMV of the five-hour live broadcast reached more than 200,000 yuan, ranking third on Douyin’s local group buying life list in Beijing. Sounds great, but there's no money to be made.
Because points are raised based on sales, the agent operation keeps the package price very low. For example, a burrito priced at 32 yuan is priced at 27.9 yuan in the store, and the discounted price is 27 yuan on Meituan Takeout and our mini program. During the live broadcast, they directly marked the price to 19 yuan, which is almost 40% off; there is also a 35 yuan burrito. The chicken breast meal is priced at 28 yuan, and they sell 50 yuan vouchers in the live broadcast room for 35 yuan, which is equivalent to a 30% discount, which is 24.5 yuan.
In Douyin Live, the sales price has been discounted by 40%. In addition, the platform deducts 2.5% and the operator deducts 10%. The total deduction is 12.5%. We will definitely make no money.
In mid-May, we switched to another agent and by the beginning of June we had done a total of 4 or 5 live broadcasts. Although the cumulative GMV was just over 400,000 yuan, the unit price per customer increased by 40%. We have also reached an agreement with the agent operator. We will not pay the pit fee for the experts to visit the store. We will adopt a pure commission model, and the commission will be included in the 10% commission we give to the agent operator. In other words, we do not pay any additional fees except the commission to the agent operator.
We have more than 50 light food restaurants in Beijing and Chengdu, with annual sales of nearly 100 million yuan. Takeaways contribute 60% of our revenue, currently Meituan is the main one. We do Douyin mainly for exposure and to increase the awareness of young people. At present, the proportion of sales is not large and the write-off rate is not high. In May, the GMV of our Douyin live broadcast was only 400,000 yuan, and 210,000 yuan was written off, with a write-off rate of just over 50%.
But Douyin is also solving the problem of in-store verification. Previously, we used an in-store verification system called HuaLaLa, but it did not support Douyin, so we had to prepare a separate mobile phone for verification of Douyin group buying coupons. At the end of February, Douyin was connected to Hualala, and store cashier computers can directly scan Douyin’s QR code.
In terms of time period, Douyin is also stimulating demand in "off-season" periods such as Mondays and Wednesdays. In May, our live broadcasts will also be held on Mondays and Wednesdays. They will also focus on node marketing. For example, in May, we did "Xindong 51". We labeled the products with event labels. If consumers place an order of more than 50 yuan, the platform will subsidize users 2 yuan.
At present, our main transactions are still with Meituan. Meituan has not taken any action yet, and the platform deduction points have not been reduced.
3. The write-off rate of Douyin Catering reaches 50%, and the write-off rate in one day accounts for 50%
▶The leading service provider of Douyin life services, operating GMV of hundreds of millions in 2016
This year, the GMV target of Douyin Local Life has tripled, and service providers with average strength also want to get a share of the pie. As a result, many catering businesses complained that the current agent operators of Douyin Life Service have chaotic management and chaotic charging.
Last year, at the Douyin Service Provider Conference, there were only 8 catering service providers around our city. This year, the number has increased to more than 200. In the past, most of those who transformed themselves into Douyin service providers were e-commerce service providers. But this year, all kinds of people want to get a piece of the pie, such as BDs from Meituan and Koubei, and catering businesses. Now, Douyin’s local life service providers have a low threshold and only need to pay a deposit of 100,000 yuan.
However, we feel that the chaos is only temporary. Douyin will gradually tighten its policies and eliminate a group of service providers with insufficient capabilities. Therefore, the confusion in management and fee exchange is only temporary.
At present, Douyin is doing whatever it takes to provide good services to KA and SKA merchants, trying to create a number of benchmark cases. We mainly serve KA customers. We hold a meeting with Douyin once a month to connect with the person in charge of operations of Douyin’s life service provider.
We charge commissions to catering merchants, usually 3%-8%. The larger the merchant, the lower the commission point. For example, if a customer like Cha Momo has sales of over 100 million in a single day, we would be happy to do it if the commission is 1%.
Compared with Meituan, Douyin provides merchants with resources, including traffic and low deduction points. Douyin’s deductions for catering merchants are 2.5%, beauties (including haircuts and medical beauty) are 3%-10%, entertainment is 3%-9%, travel agencies are 6%, cars are 5%, and shopping is 5%.
Now, Meituan has been reducing the deduction points, from the original 8% (catering package) to 4%. Some companies even waive the fee, while Meituan only charges a basic service fee. Correspondingly, they signed an exclusive agreement with Meituan. Either the price of other channels must be consistent with Meituan, or they must offline Douyin group purchase, but the agreement was only signed for three months. Meituan is not a charity, and it is also looking at the effects of these countermeasures.
In our view, Meituan’s measures have little impact on Douyin. Merchants should conduct live broadcasts and conduct promotions on special holidays. Because Douyin has made inroads outside of Meituan, through live broadcasts and short videos, consumers’ orders are entirely driven by content.
The write-off rate of Douyin’s catering sector has reached 50%, and this number will only be 30% in 2021. For Douyin catering packages (or vouchers), 50% are written off in one day, 15%
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We sold 20 million yuan on Douyin, and Meituan saw that the platform’s deduction points were directly halved.
▶ The person in charge of the local life business launch of the chain restaurant brand Sichuan Guo No. 1. The company’s GMV generated on Douyin last year: more than 20 million yuan
We are a local hot pot restaurant chain brand in Jiangsu, with dozens of hot pot restaurants in northern Jiangsu, Hunan, and Anhui.
Last year, the epidemic made it impossible to dine in, so we posted a self-pickup hot pot set meal on Douyin. Through the promotion of experts, we were able to place an average of 1,000 orders a day. The Douyin platform’s HE Tuber deduction is 2.5%, while Meituan Waimai’s fee ratio exceeds 30% including deductions, traffic and delivery fees.
In May last year, the company started selling goods on Douyin. At that time, we thought of many ways to activate private domain traffic, including asking employees to post in Moments, tweet on public accounts, and guide consumption in offline stores. So in the first live broadcast, the hot pot set sold for about 30,000 yuan.
During this period, the Douyin service provider persuaded us to sign an annual sales contract of 20 million yuan. In the case of non-annual frames, the Douyin platform will charge merchants a commission of 2.5% of the actual write-off amount. If you sign the annual frame, you can get half of the commission back. For example, for a GMV of 20 million yuan, the actual write-off amount is 10 million yuan, and the difference between annual and non-annual deduction points is 125,000 yuan.
Things got a little messy this year.
This year, Douyin has become very anxious and asked us to triple the annual target to 60 million yuan. My understanding is that Douyin wants to quickly expand its user base. Our stores are in second- and third-tier cities and have limited user base. Once the annual sales volume doubles, the store guidance will become very strong, and the original offline transactions will have to be moved online. For brands, it is impossible for users to be deeply bound to a certain platform. In the end, customers will flow to the platform, so they did not sign.
During this period, Douyin’s BD (Business Development) also went through several rounds. Their feedback is that in order to reduce labor costs, they will not reserve their own people on the front line in depth, so internally they are often eliminated from the bottom, and the Douyin BD that we connect with changes frequently. Later, in order to reduce personnel expenses, Douyin began to cultivate local service providers. In Xuzhou, where I am located, Douyin allows people with live broadcast capabilities and store operation capabilities to help merchants open blue V, become experts to visit stores, launch new products, and conduct live broadcasts.
However, the emergence of local service providers has increased the operating costs of stores, especially the phenomenon of arbitrary charging.
First of all, the service provider will charge a pre-service fee, which varies according to the size of the merchant. As far as I know, the service fee is generally 20,000-80,000 yuan. In addition, service providers will also charge commissions for live broadcasts, and the quotation is generally 10%-15% of the sales write-off amount. We have run Douyin ourselves and understand the rules behind the scenes, so we rarely cooperate with service providers.
The fees for experts to visit the store are not low either. The basic fee for a single cooperation with a leading expert is generally around 5,000 yuan. In addition, the product link below the short video of the expert visiting the store will also charge a commission of 5%-15% based on the transaction volume of the product. Our platform deduction on Meituan is 8%-10%, which doesn’t seem low, but compared to Douyin, it’s actually about the same.
This year, Meituan’s attitude toward us has changed significantly. Perhaps it is because it has realized that leading brands have invested heavily in Douyin, and has gradually diluted its investment and operations in Meituan.
In the past, when we wanted to do activities on Meituan, the city manager refused directly when he heard that the discount was not strong, and there was never much policy on deducting points. In April this year, Meituan directly reduced our platform deduction points by half.
Two days ago, the regional director of Meituan came to me specifically and said that he would "accompany the company's growth" and "create a benchmark catering business." He also said that he would fight for resources for me and do a live broadcast, which I could not even imagine before.
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TikTok surges, Meituan fights back
As Douyin gradually expands its presence in local life, players such as Meituan have also begun to come up with their own counterattack strategies. So when Douyin and Meituan are investing more resources to encourage merchants to make live broadcasts and short videos, how do catering merchants and service providers think about it? Let’s take a look at the interpretation of this article.
Meituan and Douyin are in close combat, HE Tuber and the competition for B-side merchants has become increasingly fierce. As Douyin launched a fierce attack and formed a large network in local life, Meituan also began to fight back.
After Douyin won over a group of catering merchants with a 2.5% platform deduction, Meituan also reduced the deduction for some catering merchants from 8% (10% for vouchers) to 4%. In order to compete for leading catering merchants, it even signed a three-month exclusive agreement with the merchants: the merchants’ package prices on Douyin cannot be lower than Meituan’s, or they may simply go offline on Douyin.
Competition has brought unexpected chaos to businesses, but considering that Meituan is the dominant player in the local lifestyle field, this chaos seems to herald hope. Emerging platforms have increased exposure opportunities for merchants and reached out to young people, and also forced Meituan to update its products, provide profits to merchants, and "accompany the growth of the enterprise."
However, even if the heroes increase their investment, businesses may not be able to "win". Meituan once relied on local promotion teams to expand the market, while Douyin hopes to expand the market through third-party service providers. The influx of a large number of service providers may push up the operating costs of merchants on Douyin. A merchant told Yibang Power that, combined with commissions from service providers and experts, the merchant’s marketing expense ratio on Douyin has exceeded 20%.
In addition, a new round of competition in local life has escalated. Meituan and Douyin are investing more resources to encourage businesses to make live broadcasts and short videos, which is a new capability for them. "Two days ago, the regional director of Meituan came to me specifically and said that he would help me get resources to go live on the live broadcast." A merchant told Ebrun Power, "These were unimaginable before."
What is the attitude of merchants in this regard? What coping strategies do they have? The following is a dialogue between Yibang Power and catering merchants and service providers, compiled by editors:
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For at least three years, no one in the world will be able to beat Vision Pro.
Apple has invested a lot of money and resources into user experience, and its product chain is deeper and broader than any consumer electronics device.
From chip design, to hardware technology, to software algorithms, Apple’s various technological explorations in the past eight years, such as AirPod and the M2 chip used in computers, have only blossomed in other products. In Vision Pro Only then can it bear fruit.
As a practitioner, Li Ran was both moved and heartbroken after seeing the release of Vision Pro.
What moved me was seeing a product HE Tuber that I imagined would not appear for at least ten years now.
What worries me is: the technical threshold is too high, and the power of the M2 chip goes without saying.
Li Ran believes that the other R1 chip, whose parameters and indicators have not been disclosed, is one of Apple's trump cards.
Today, Apple no longer competes in two-dimensional space computing, but has opened up a new field - three-dimensional space computing.
At present, no other company can achieve excellent spatial positioning technology on glasses devices. At this point, Apple has almost no competitors. The standards in this field are now completely defined by Apple. It will take at least 3 years for other companies to reach Apple's heights. time.
What Apple offers is not a killer app, but a killer platform.
Cook's wish at Apple is to be placed with Steve Jobs's name, and Vision Pro proves that Cook has done it in a sense.
Vision Pro, like the iPhone, pointed out a path to the future and prepared various handy tools for developers. Software and hardware developers followed Apple's path.
2. Vision Pro will enter the mass market, it’s just a matter of time
"Useful is Apple's development principle for building a product, and it also applies to Vision Pro."
Botao Amber Hu (https://botao.hu), founder of Holo Interactive said at the Vision Pro closed-door seminar. Amber created HoloKit X and is a core developer of Apple's ARKit ecosystem.
According to him, the development team of Apple Vision Pro redesigned the screen rendering in order to achieve practicality, down to the rendering of display fonts, ensuring that users can clearly see the content from any angle.
In response to what many media say, there is no killer app. Amber's response is that they are all killer applications .
"The world will be your new desktop."
Vision Pro is a large and comprehensive device and a spatial computing platform that gets rid of the constraints of traditional screens and realizes the comprehensive application of spatial computing. It aims to be a personal computing device and workstation that provides a unified work environment regardless of location.
Users can think of it as their new desktop and switch to a familiar work interface no matter where they are. This is great for people like digital nomads who need to work in different spaces.
According to the information Amber has learned, as well as cross-verification of Apple’s official policies and reports from multiple media.
Apple’s promotion strategy for Vision Pro is divided into the following four points:
1. Compatible with existing applications and devices
The Vision Pro glasses are compatible with apps on iPad and Mac, allowing users to perform various tasks on the glasses, such as video editing. Apple positions the Vision Pro glasses as a large and complete device that can not only replace the screen, but also expand more functions and uses.
2. Leverage the existing iOS ecosystem
Apple encourages existing iOS app developers to migrate their apps to Vision Pro glasses. Apple hopes to attract existing iOS users to buy Vision Pro glasses by making small 2D-to-3D improvements to existing applications, such as allowing characters to come out of the screen and move in the real world for a period of time, thereby rapidly expanding the user base.
Apple has invited a number of game companies to release multiple games next year, including top domestic game companies.
3. For industry experts
Another strategy for Apple is to position the Vision Pro glasses as productivity tools, especially for industry experts and those with domain knowledge. They hope to make Vision Pro glasses a tool that can be used in medical, legal, construction, automotive and other industries, making them a must-have equipment for industry experts.
4. Open to third-party cooperation
Apple plans to work with third-party manufacturers to launch accessories for Vision Pro glasses, such as game controllers. They will open relevant APIs for third-party manufacturers to use, such as connecting through UWB technology. Apple will cooperate with internationally renowned 3C manufacturers to launch game controllers and other accessories suitable for Vision Pro glasses.
An interesting tidbit is: the product name Vision Pro, as the development manager of Vision Pro, Apple Vice President Mike Rockwell only learned about the name a week before the product was released.
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Apple has no rivals: Vision Pro offers not a killer app, but a killer platform
Cook's wish at Apple is to put Jobs's name HE Tuber together, and through the release of Vision Pro, in a sense, he can prove that Cook has done it. New concepts such as spatial computing and XR have since been bound to Apple. In this article, the author invited many people who are close to Apple and the Apple industry chain to conduct an in-depth discussion.
On June 6, 2023, Apple released its first spatial computing device-Vision Pro at WWDC (Worldwide Developers Conference).
Apple CEO Cook’s definition of Vision Pro is: “Just as Mac brought us into the era of personal computing and iPhone brought us into the era of mobile computing, Apple Vision Pro will bring us into the era of spatial computing.”
From HTC VIVE, Google Glass, Oculus, Pico, on the road of XR (AR/VR/MR) technology, world-class technology companies have been exploring one after another, but so far there has not been an XR product that can truly change human life.
After WWDC, practitioners in the consumer technology field were excited, recalling the explorations of those martyrs, and asked the same question: "Will Apple Vision Pro be the one to cross the XR technology gap and become a pioneer that changes the lives of the public?"
There is no doubt that Vision Pro will, like the iPhone, use XR technology to provide an unprecedented user experience and profoundly change the way humans work and live.
1. Vision Pro is the killer platform
"Apple is not pursuing killer applications at this stage. What Vision Pro realizes and defines is people's imagination of computing platforms in the next ten years. This includes huge high-definition screens, ultra-high brightness, stable SLAM technology and spatial recognition , and various ways of interacting.”
At the closed-door seminar, Mutrics manager Li Ran said. Li Ran's main business in recent years has been to help a number of top domestic technology companies explore the product form of XR technology and form product demos. The products he has built have even been purchased by Apple for reference.
We need to clearly understand that Apple’s definition of Vision Pro is a spatial computing platform, rather than a specific application in a certain scene. As a leading global hardware manufacturer, Apple does not need to enter a specific scenario or application.
Like the iPhone, the important value of the first-generation iPhone is that it defined the user experience-centered software and hardware standards for mobile computing devices, and brought the Apple Store to form a complete ecosystem.
“At this stage, who needs the killer app?”
It is a startup company in the XR field. For startups, everything from hardware to software to interaction needs to be gradually accumulated. No one can become a platform product from the beginning.
Apple is different. What Apple wants to do from the beginning is a computing platform. In the eyes of industry practitioners, Vision Pro has done it.
Why did Apple do it? Like the iPhone, it’s still because of the user-centered product experience. Otherwise, no matter how good the engineering technology is, it will not be able to ship in large quantities without considering the user experience.
According to Li Ran, after communicating with partners who have experienced Vision Pro in depth, the feedback he received is that Vision Pro will not feel any discomfort after heavy use for 4-6 hours.
You must know that one of the major experience challenges of XR devices is that they are prone to dizziness. As a senior experiencer in this field, except for Vision Pro, there is currently no product that can completely get rid of the problem of dizziness.
In the next few days, we may hear a lot of news about Vision Pro production reduction. This is normal. Production reduction does not mean no production. On the contrary, it will promote a kind of "technology envy". Whoever owns Vision Pro first will be the leader in technology. The enviable center of the circle.
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In order to improve the legibility of text and increase the contrast with the background
In order to improve the legibility of text and increase HE Tuber the contrast with the background, visionOS makes iOS fonts bold and emphasized.
Still, some of the smaller explanatory text remains difficult to discern, even with the window enlarged. Therefore, it is recommended to increase the boldness and emphasis of fonts as much as possible to improve readability.
In addition, it is worth noting that Apple has also introduced two new font styles for visionOS, which are based on wider editing style layouts.
This design choice provides users with a better reading experience, making text more visible and more consistent with visual aesthetics.
4. Vitality effect
VisionOS improves the readability of text by highlighting its light and color and increasing contrast with the background. When this feature is turned on, text will appear brighter, improving its readability.
Considering that the window background of the visionOS menu will change its appearance according to the surrounding environment, the text's vitality mode will adjust the brightness in real time to ensure that the text is clearly visible.
In addition to this, Vibrant Mode offers three different brightness options to showcase the hierarchy between different characters.
This design allows users to better recognize and understand text content while providing a richer visual hierarchy.
Through Vibrant Mode, text can remain clearly visible on different backgrounds, giving users a better reading experience.
Unused
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5. Color
Apple recommends that developers set the text color to the system default white because Apple has calibrated the readability of white text.
This setting allows the text to dynamically adapt to the hue and contrast of the background window, ensuring that the text remains clear and readable in all situations.
When using color on elements such as buttons, developers need to be careful to clearly distinguish it from the background.
This is to ensure there is enough contrast between the text on the button and the background so that users can clearly identify and understand the information. Through correct color selection, developers can improve the usability and ease of use of buttons and provide users with a better interface experience.
6. Conclusion
The design highlights of Apple VisionOS include intuitive interaction methods, emphasis on visual experience, 3D three-dimensional logo design, gradient background and dynamic effects, as well as simplicity and consistency.
These design highlights enable users to operate the device more naturally, improve text legibility and contrast, add three-dimensionality to the app logo, and create rich visual effects while keeping the interface simple and consistent.
The design of VisionOS has become a breakthrough with its innovation and exquisite details, bringing users an immersive and intelligent experience.
VisionOS sets a new benchmark in UI design by highlighting intuitive interactions, optimized readability, and engaging visuals. As it continues to evolve and innovate as it rolls out, we can expect VisionOS to open up entirely new possibilities for future digital experiences.
The above is my refining and summary of some highlights of Apple VisionOS spatial design specifications. For a more detailed introduction, you can go to:
Read the original English explanation.
The pictures in the article are from the official video: "Design spatial user interfaces"
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A quick look at Apple VisionOS design specifications
This article mainly analyzes the design highlights HE Tuber of Apple VisionOS. The author uses icons, interface materials, text, effects and colors as examples to analyze the interaction methods of Apple VisionOS, which can provide some reference suggestions for digital product design to product design students.
At the "One More Thing" session of the WWDC2023 conference, Tim Cook officially released Apple's first MR device, called Apple Vision Pro, and announced that a new era of spatial computing is about to begin.
Soon after, the Apple design team launched VisionOS’s Design for spatial user interfaces (spatial user interface design), which brought a lot of inspiration to us designers.
Now, let us take a look at the eye-catching design highlights of VisionOS from a design perspective.
1. Icon layered design
In visionOS, the App icon adopts a style close to that of iOS, but the biggest difference is that the shape changes from a rounded rectangle to a circle. The main reason for this design change is to allow the gaze point to be more accurately aimed at the icon.
In addition to the change in shape, the visionOS App logo also has a three-dimensional effect. When viewed from the side, the surface of the logo is raised, giving it a three-dimensional appearance.
What's more, these signs also dynamically interact with the user's gaze. When a user stares at a logo, the logo expands and displays highlights and shadows to enhance subtle visual hierarchy.
Such design changes make the app logo more visually appealing and provide users with a more immersive experience. Through three-dimensional effects and dynamic interactions, logos can attract users' attention and present more vivid and rich visual effects.
To put it simply, in order to present a more realistic depth effect, the visionOS App logo usually consists of three plane layers: a background layer and two surface layers . This design aims to achieve a binocular parallax effect, making the logo visually more three-dimensional.
In addition to the composition of the three planes, the system also overlays a "glass layer" effect for rendering depth, highlights and shadows. The addition of this glass layer further enhances the realism of the logo, making it look more three-dimensional and textured.
What needs to be emphasized is to avoid using large-area translucent effects, because the icon's projection is built-in at the bottom of the system, and the transparent layer will be mixed with the projection and difficult to distinguish.
2. Frosted glass material
The entire interface adopts the material effect of frosted glass. This material will produce light and shadow changes as the environment changes. For example, when the external light changes, the edge light of the glass will also change.
Apple pointed out that the benefits of this design are that it has a sense of lightness, physical space, and can be adapted to various usage scenarios, such as small spaces, night or bright daylight, etc.
bright color
dark color
Glass materials can also express information levels through brightness changes and contrast.
On the menu, a streamer selection effect is made:
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Regularly analyze data and optimize content
Before the iteration, I was communicating HE Tuber with some Xiaohongshu operations and managers. They basically did not do data analysis because the data was not very good, so they simply ignored this step.
In the process of account operation, it is necessary to regularly analyze the background data, understand the number of note readings, number of likes, number of comments and other indicators, through data analysis, find the strengths and weaknesses, optimize and iterate the content, and improve the quality of the notes. This is why it must be Reasons for review and analysis.
Content with poor data needs to be analyzed with emphasis. Look at other people’s content and why the data is so good. After this process is completed, a problem library and solutions will be established, so that subsequent account creation will be less likely to be pitted.
07 How to create content in the early stage of the account?
If there is only one person operating several accounts, then there will definitely not be much energy to polish the content. At this time, you can build a library of popular articles and "copy" the products from multiple angles, but not copy them completely. You can imitate the popular ones. Cover layout, fonts, colors, layout, titles, etc., compared to figuring out the content yourself, traffic will come faster and the account weight will be better.
Or focus on one account first, and have a review summary and adjustment measures for each step. It will be much smoother when multiple accounts are operated at the same time.
The progress will be slow at the beginning, but once you become proficient, you will become more comfortable. Whether you are operating one account or multiple accounts, account maintenance is necessary.
Secondly, you can go to other social platforms to see popular content. Whether it is also applicable on Xiaohongshu, you need to be very careful here. It will be more troublesome to be caught by the original.
Final summary
In fact, the path inside the account is very deep, of course, it is more than these 7 points. Please pay attention to the official account. The follow-up content will continue to be deepened. We can better realize the optimization and promotion of Xiaohongshu notes, whether it is Xiaohongshu operations or new media. Leaders need to continue to learn and grow, keep up with market changes, and cope with the uncertain and changing competitive environment.
From content creation, user interaction to emotional marketing, you must continue to learn and practice during the account operation process, and use innovative thinking and professional skills to drive the brand forward.
In the actual operation process, we need to flexibly use these strategies based on our own product characteristics and market positioning. By continuously optimizing user experience, improving service quality, and deeply exploring user needs, we can stand out in the competition and win the trust and support of users. .
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Don’t always think about saving trouble, you can’t bring it up with just one account.
Through matrix thinking, the core advantages HE Tuber and competitiveness of the brand can be discovered, so as to stand out in the fierce market competition.
When you are working on Xiaohongshu, prepare 3-5 accounts in advance for trial and error. You cannot hang yourself on a tree.
It is unwise to rely on a single account for operations. You should consider multi-channel promotion, such as opening multiple Xiaohongshu accounts, or entering into cooperation with other platforms, which can expand the influence of big brands and provide high sales performance.
Or start operating an account first and find multiple accounts to interact in the comment area of notes. The more interactions there are in the comment area, the more weight the notes will have.
05 The comment area is not maintained? Not far from closing the store
Everyone knows the Panpan Beverage account. Last year, it unexpectedly went viral after posting a note. It gained 100,000 followers in just 5 months. Netizens called it a "fake account that lives in the comment area."
1. Improve the conversion rate of notes
Comment maintenance can bring more exposure and attention to your notes. When users see positive discussions and feedback in the comment area, they are more likely to be attracted and converted to follow or purchase behavior. Good comment maintenance can stimulate users' interest in notes and increase conversion rates.
2. Activate interaction and increase participation in note data
Through comment maintenance, you can guide interactions and discussions between users and increase the interactivity and popularity of notes. When the comment area is filled with active discussions and exchanges of opinions, it will attract more users to participate and form a good social atmosphere.
This will further promote the exposure and dissemination of notes, increasing their visibility and influence on the platform.
3. Strengthen interaction with fans and improve user stickiness
Comment maintenance is one of the ways to directly interact with users, and it can help you build a closer connection with your fans. By replying to users' comments and answering their questions, you can show that you care about them and increase their satisfaction and loyalty.
4. Collect user feedback and opinions
By carefully reading and responding to user reviews, you can learn about users’ views, suggestions, and opinions on products or content.
This is a valuable user feedback channel that can help you continuously improve and optimize your products or content, enhance user experience and meet user needs.
Of course, when we have a Xiaohongshu store, there is no doubt that we will recruit customers into the store, otherwise how will you make money?
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Start from scratch, take notes first
When we first started operating Xiaohongshu, HE Tuber we must accumulate the number of notes in the early stage. By quickly publishing a certain number of notes, we can provide users with richer content choices. While spreading the volume, we must also ensure the quality of the content and avoid the side effects of free production.
When your account is relatively stable and your data and traffic have gradually stabilized, you can refine the content, but you don’t just post a note every few days.
Recently, friends around me are also opening Xiaohongshu stores and have achieved good results.
The early stage of sales is particularly important.
Don't post notes during the week when the account is established, just browse them. Start posting notes after the second week, but don't link them yet. When the account data, views, and interactions start to have natural data, you can link them again.
If the Xiaohongshu account has not placed any orders 7 days after posting linked notes, then you can abandon this account.
If the average exposure of a note is 1,000, the exposure of 10 notes a day will always be much greater than the exposure of 1 note a day.
When the account first starts operating, it is guaranteed to have at least 5-8 articles every day.
03 Few fans? It can also boost product sales
The number of fans is not the only factor that determines sales. Even if the number of fans is relatively small, high-quality notebook content and precise target user positioning can actually achieve high conversions. The key is to solve user needs and provide products that meet their expectations. and content.
Even if the number of fans is small, through precise target user positioning and high-quality content communication strategies, high conversion rates and explosive product sales can be achieved. The following strategies are for reference:
First of all, we must clearly define the target user groups and understand their needs, preferences, consumption habits and other characteristics. In this way, content and communication strategies can be formulated in a targeted manner and the communication effect can be improved.
The second step is to optimize the content strategy, provide target users with valuable and interesting content, and arouse their attention and interest. At the same time, we pay attention to user feedback, continue to optimize content, and improve content quality and user satisfaction.
Next is to innovate communication strategies and try diversified communication channels and methods, such as short videos, live broadcasts, partner promotions, etc., to expand brand influence. At the same time, social media and word-of-mouth marketing are used to transform satisfied consumers into brand communicators and form a natural communication network.
Finally, it is necessary to improve user stickiness, actively interact with users, respond to their needs and feedback, establish a good interactive atmosphere, improve user satisfaction through high-quality services and experiences, and lay the foundation for future sales.
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The post-00s store is selling out, here are the 7 keys to doing this with Xiaohongshu account
How did Xiaohongshu e-commerce develop? HE Tuber The author of this article explains in detail how to operate and maintain a junior account through 7 key points, how to maintain fans' vitality, and how to do emotional marketing? The author provides answers based on his own professional experience.
The rise of Xiaohongshu e-commerce in 2023 has also led many new brands and Xiaohongshu novices to enter the Xiaohongshu e-commerce system. Some people earn more than 100,000 yuan a month from Xiaohongshu stores, and some brands are selling in Xiaohongshu. The book uses on-site marketing to create popular products.
Xiaohongshu Operations When operating a Xiaohongshu store, there are 7 key elements that need to be paid attention to. Whether you are planning to open a Xiaohongshu store or have already opened a Xiaohongshu store, in the early stages of operation, it is recommended that you read it several times.
Starting an account is very important, maintaining an account is even more important
Of course, many users will think this is very simple when they see this, but it is not.
The first phase of our Xiaohongshu e-commerce monetization training camp has begun. Teacher Qing Kui explained this part of the content very carefully in the third class. I will briefly summarize it into a few points:
Account registration is also very easy.
Register an account, but instead of hurriedly finding your own position and labeling yourself at the beginning, within one day of registering the account, you don’t have to perfect anything. The first thing is to read the notes and pass the 5:1 ratio. Come and read the hit notes.
Account maintenance is not about casually reading Xiaohongshu notes and filling in information.
Use the ratio of 5:1 to read popular notes. Don’t browse too many categories. The official can’t detect your focus. We will wait until the second or third day to complete the Xiaohongshu personal information: avatar, nickname, personality Signs, backgrounds, etc.
How to increase account weight during account maintenance period
Follow 2-4 experts with 1,000 or 10,000 fans in the same field every day. When you write these kinds of notes every day or follow more experts of the same type, the official will tag you and recommend you. content of the field.
Later, your notes will also be officially pushed to the fan user groups of the experts you follow, as well as users who often watch this type of content, and the traffic to the account will be relatively increased.
Therefore, when the official tags your account in the early stage of the account, you can give such a "signal".
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Frame layout layer
1. Each framework, navigation, and area HE Tuber division are clear and reasonable, in line with user intuition, and can help users quickly understand and operate.
2. Be concise and highlight the core and key points;
3. Information structure layer
1. Reasonable information hierarchical structure relationship
(For example, according to importance, information is divided into primary and secondary, and priority; information hierarchical relationship is expressed according to the color of the content, font thickness, and size); or related functions and information are grouped and displayed in categories.
Common organizational methods include directory structure, tags/tabs, menu navigation, etc.
2. Content of information:
a. Scalability : Consider future expansion and changes when designing the information structure, ensuring that the interface can accommodate new functions and content in the future, and ensuring that other modules will not be affected when updates and adjustments are made.
For example, browsers provide various plug-ins and extensions, and the backend system provides users with customized management interface processes or list content, configuration data attributes, etc.
b. Feedback possible : unambiguous, instructive, concise identification and feedback, helping users quickly find the required functions or information
For example, when entering a page with empty data, it is necessary to guide information to feedback the next possible task action to avoid the user's sense of loss.
Another example is when saving a file, the notification message guides the user to clean up the file disk, etc.
Such as success prompts, form verification prompts, button click feedback, abnormal error feedback, etc.
c. Information visualization : In order to facilitate users’ understanding and reduce learning costs;
You can use icons, images and other visualization methods. For example, Amap’s driving icons make it easy to understand self-driving routes; bicycles are cycling routes; progress and percentage icons are task progress.
3. Information relevance and ease of search
a. For example, related functions and content are related through reasonable navigation and menu structure and classification.
Order management: new orders, order cancellations, order records, etc.
Customer management: new customers, customer transfers, customer follow-up, etc.
b. Data association or search:
For example, page jumps for related information, clickable settings for labels, and efficient searches through information keywords.
4. Page hierarchy
1. The page hierarchical relationship is reasonable : the operation path cannot be deep and is generally kept at 3-4 levels ; it reduces the complexity of user operations and does not distract the focus of functions.
2. It can be closed-looped, returned, rolled back, and each page is related and complete (referring to the completeness of carrying information, functions, and processes)
3. Ensure the consistency and visibility of page navigation: such as commonly used navigation modes: menu, tab page, breadcrumb navigation, etc.
4. In line with user habits:
a. Hierarchical placement of page information:
Follow the whole to the part, such as list-details-branch operation page; another example is that search is an information query for the global page, which is usually pinned to the top.
b. Functional level placement :
The division of first-level, second-level, and third-level functions is clear and reasonable, with priorities; for example, for a shopping product, the main scenario is to facilitate users to purchase and place orders. You definitely cannot hide the function menu in a deeper page hierarchy.
c. Feedback guidance processing:
For example, in what scenarios are common novice guidance pages placed? For example, after the user completes the operation on the 3-level page, click to return to the previous level or the main level page, or is it directed to a new page?
5. Functional layer
Now that we’ve talked about the interface layer, let’s go deeper and talk about the functional layer.
1. Human-computer functional interaction layer:
Functional interaction: user operation and use
a. Can be closed loop (large function, small function), especially process-type business;
No matter what form of closed loop, it needs to be as operable and traceable as possible (data/operation records)
b. Operation feedback mechanism: operation feedback of normal main branch and abnormal branch
Mainly reflected through color status, text/sound/touch, undo or restore, dynamic interaction (such as real-time data updates, location changes, etc.)
In addition to interactive feedback at the business function layer, feedback design at the non-business level cannot be ignored:
For example, empty page design, toast design (consider the differences of different terminals and use it reasonably), poor network, loading failure, server crash, file non-existence, insufficient permissions, insufficient disk space and other file read and write errors and exceptions, data call exceptions, Security anomalies, operating system version mismatch, etc.
Product managers need to provide handling mechanisms for the above exceptions and continue to monitor, improve and fix them.
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Some preface (say a few more words)
We must learn to consciously HE Tuber systematize our cognition
Note: If you can consciously, proactively and rationally systematize all knowledge and experience in your daily work, I believe this is the best training method for product thinking. I hope everyone can have this awareness and review it regularly. The habit of summarizing.
I remember that when I first entered the industry, product design was confusing. How to place buttons, which pages are related to which pages,...
I don't understand this at all...
The behavioral result of this disordered way of thinking is that the products produced will be substandard after just a few clicks.
Back to the key point of this article: In terms of product design, product managers must first have a consensus:
When a user sees a product, no element is redundant; these elements may include colors, text, numbers, controls (such as buttons, pop-up windows), pages, function points, and even an icon. They can never be piled up randomly. and placed.
These elements are not only related and carry information, but also carry a certain business orientation in the details, which can directly or indirectly affect the customer group retention, conversion and commercial value of the product; for example, if station B has one click and three links, the button should be placed on the left or Whether the right side is still hidden, whether to like with a heart or with a thumb, many product designs are different... Have you ever thought about why?
As a product manager, you must reasonably consider the relationship between these elements from the beginning of design; it is not only necessary to make TOC products, but also TOB products.
Next, let’s take a closer look at these general principles for improving UX design details:
2. General principles of UX
Follow the method from outside to inside, from the whole to the part:
1. Surface layer
To understand a product, first look at the surface (equivalent to a person’s appearance)
In the product, we call it the UI interface layer.
Design principles: consistent with user groups and product positioning style; clear and concise structure.
The main requirements will be divided into:
A. Aesthetic unity:
1. A color scheme that is in line with product positioning, such as unification of fonts and icon design styles; technology (blue), medical (green)...
2. Different terminals must also meet responsive design (adapting to different resolutions and screen sizes)
B. Unification of controls: Use standard control sets as much as possible; it can form stable cognition for users and improve operating efficiency.
Note: Regarding the standard control set, there are many ready-made and mature UI frameworks that can be used directly:
For example, Alibaba's enterprise-level Ant Design is suitable for mid- and back-end applications; open source front-end framework Bootstrap, Google's Material Design, Vue.js, etc. Product managers can refer to Duokan to cultivate their own sense of product structure and improve their aesthetic appreciation of UI design. and judgment, and applying it to development can also save a lot of team time and energy.
Specific unified requirements for controls include:
The alignment should be consistent, and the spacing between adjacent controls should be equal; the size, color, and style of pages of the same type should be consistent.
It should be easy to identify and understand, the location should be reasonable, and the information conveyed should match the functions carried; when necessary, there should be guiding prompts, and the interaction method should be as consistent as possible
For example, the tab filter control used in lists is very confusing. Control A pops up on the left, control B pops up on the right, and control C pops up.
The above is mostly done by the UI, and the product manager has to check it, and gradually form a mature and reusable set of standard controls in the team.
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6 simple tips to help you discover the successful “secret” behind UX design for product managers
When we make products, some UX HE Tuber related principles are something we must master. But this content is related to thinking, and many product managers don’t particularly understand it. In this article, the author explains the six general principles of UX from the outside in and from the whole to the part. I hope it will be helpful to everyone.
During the interview a few years ago, the interviewer asked me, what do you think is the core ability of a product manager?
If it were you, how would you answer?
His answer is: product design capabilities
I just entered the industry and didn’t have much awareness of this issue, but now I think that the core competency is product thinking, and product thinking = product producibility thinking + product commercialization thinking.
——Because thinking and cognition determine your behavior and form what product managers can produce on the surface (such as product design drafts, strategic planning plans, or team management, etc.), thinking is the most essential ability in my opinion .
How to understand it?
We are not going to talk about commercial thinking here (this is easy to understand. The higher the rank, the product manager must have a forward-looking business vision and help the company make money through product research and development). We want to focus on production thinking.
My understanding is: producible thinking = what it is (product positioning, strategic direction), whether it can be designed (various constraints such as technology and resources), how to design (product version, team collaboration, etc.) and the value of design (users needs, competitiveness and other factors).
After all, if it doesn't make sense, there's no point in doing it.
We learn and practice a lot of knowledge background, such as understanding the market, industry, business, data, users, etc.
All of this is to form our product thinking system and embed it into product design to help the product be produced while also using product commercialization thinking.
In a highly competitive market, create business value and constantly update products to form a benign and relatively lasting influence on users.
But sometimes, we focus too much on functions and business value, want to make products better, and learn a lot. We often overlook some of the systematic things that product managers should have.
I found that whether those who are new to the industry or those who have worked on products for several years, many of them rely on their own feelings or "references" to design, but there is no systematic way to delve into the essence. Think about why you do this? For example, in terms of functions, or even the location of an icon or a button.
In this article, I want to talk about the UX design details that we most easily overlook through 6 simple elements, and try to express them in a comprehensive and structured way. I hope it will be helpful and inspiring to you.
When you follow a systematic approach to sort out and study product design, you will find that sometimes product failure is not necessarily due to poor market performance or insufficient functionality, but to some of the most basic design experiences, which can easily cause users to have " "Give up" feeling.
Perhaps rather than making a successful product, we must first learn to "produce" a relatively qualified product.
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For mini program platforms, accepting “hostile” platform mini programs is an inevitable choice to enrich ecological services.
Taking Meituan as an example, iiMedia data shows that in 2022, the Meituan App will have about 300 million monthly active users, and Dianping will have about 160 million monthly active users. This means that nearly 500 million users will use the Meituan Dianping app every month. Alipay will launch “Meituan Dianping” "Meal" mini program directly enriches Alipay's service ecology. When dining at Meituan-owned merchants, users no longer need to switch to WeChat or the Meituan-Dianping app to scan QR codes.
In the same way, after Alibaba services are launched HE Tuber on WeChat through mini programs, WeChat users can consume directly on WeChat without having to switch to related apps, saving users time and enriching WeChat's own service ecology.
From the perspective of the development of small programs, the more services are added, the more prosperous the ecosystem will be and the better it can meet the real needs of users. On January 9, 2017, the WeChat mini program was officially launched. Since the outside world did not quite understand its gameplay, it was not very popular in the early stage. It wasn't until the "Jump" mini game became popular that mini programs became popular, and small and medium-sized enterprises entered the game one after another, and then mini programs became more popular.
This is actually the reality that Internet giants are unable to "include" all services in the world. By sharing an entrance, they attract more service providers to enter the ecosystem, and then use these services to "attract" users.
When users become accustomed to ordering food, shopping, taking taxis and other services in the mini-programs of their own super apps, their stickiness to the ecosystem will be greatly enhanced.
It is certain that super apps need a richer ecosystem to consolidate and deepen the depth of connection with users. All Internet companies, large and small, even if they have one or several super powerful "Apps", still need more external traffic for their second-tier or even marginalized businesses.
For a weak business, the more external ecology it connects to, the wider its own growth space will be in theory.
There is no doubt that small programs will be an important hub for the interconnection of Internet giants in the future. In the context of existing competition, they have to learn how to cooperate in the competition.
3. Outlook: "Tear down the wall" needs to inspire the giants to "gamble"
A mobile Internet with islands everywhere and walls on all sides is inefficient and inconvenient. However, in reality, relying on antitrust governance or public opinion to “tear down walls” among super apps will only result in a large number of “face projects.”
If we truly want greater interconnection among various ecosystems, we need to find their common interests. In fact, the islanding behavior between super apps is two-way. Actively blocking rival apps is based on the consideration of controlling traffic entrances. Apps that “block” off-site connections do not want their traffic dividends to be “stealed” by external platforms.
The essence of this ambivalence is that the user's "choice" is not something that the platform can control. Only by isolating users can the platform feel at ease. But the rapid rise of two rookies, Douyin and Kuaishou, shows another possibility.
In the early days, Douyin and Kuaishou opened short video traffic to Taobao and JD.com, providing the latter two with a steady stream of new traffic. During this period, the shopping habits of internal users on Douyin and Kuaishou platforms were also developed, and Douyin stores and Kuaishou stores were launched one after another. It has realized the goal of moving towards self-built e-commerce ecosystem from advertising services.
For Taobao and JD.com, past cooperation has also brought them incremental users. It can be said that with the opening up of super apps, users can choose to stay in the ecosystem or jump out.
"Tearing down the wall" is a double-edged sword for Internet giants. In short, it opens up traffic and also precipitates new consumption habits of users. Is it a loss? Or profit? It depends on the user’s final decision. Interoperability is like a “big gamble” in terms of hard power.
Judging from the suspension of services on Tmall Premium, the "tearing down the wall" between giants is still full of uncertainty. The mobile phone screen is only so big, and the user's attention is only so much. Turning left or right is an issue that every giant needs to think carefully about.
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In order to make up for the "deficiencies" of its own ecology, the value of "filling in" the mini program ecology is highlighted
As mentioned before, two factors, memory HE Tuber anxiety and inconvenience of mobile phone operation, have caused the number of commonly used apps per mobile phone user to hover around 20 or 30. Moreover, since mobile phones need to clear storage space from time to time, and user preferences are constantly changing, it is normal to uninstall apps regularly regardless of iOS or Android systems.
Image source: "2023 Mobile App Uninstallation Status Report"
AppsFlyer released the "2023 Mobile App Uninstallation Status Report" which shows that 49% of apps on Android phones in 2022 will be uninstalled within 30 days after downloading, a decrease of 8% compared to 2021. Gaming apps were hit the hardest, with an uninstall rate of 66%. Followed by social and educational applications. Travel apps have the lowest uninstall rate, only 31%, indicating that users in this category are more loyal to the brand.
The richer the app service ecology, the more stable its "position" on the mobile phone, and the smaller the probability of users uninstalling it. However, whether it is the old Internet platform BAT or the newly emerged Douyin and Kuaishou, it is impossible for one company to invest in all service fields. How to connect users of your own APP to a richer service ecosystem? The “mini programs” born in 2017 have become an important “filler” for the ecosystem.
For all apps, there is no absolute "irreplaceability". Various potential "black swan" events may make an app go from popular to marginalized. In order to resist this crisis, each App continues to enhance its "entry" attribute. Only by becoming the most important "entry" for users to connect to the mobile Internet can their status be more stable and avoid the fate of being left out or even "uninstalled".
The surfing habits of mobile Internet users have led to the birth of super apps and islanding phenomena.
Taobao App proactively blocks WeChat in the hope that users will open Taobao App more and not just "shopping" within WeChat. WeChat proactively blocks Douyin because it does not want its own traffic to "nourish" external platforms. When establishing a video account, we also hope that this part of the traffic will accumulate on WeChat, rather than "making a wedding dress for others."
Therefore, compared with the major PC Internet giants who focus on vertical and professional services, the mobile Internet is based on the concept of super App. Even if they are not good at a certain field, the giants will take the initiative to attack out of a "defensive" mentality.
WeChat and Toutiao launched search, Taobao and JD.com launched short videos, Douyin and Kuaishou entered e-commerce, and Pinduoduo disrupted local life. They all seemed to be offensive postures, but more of a passive defense to strengthen their own "use value" .
2. Change: Starting from “mini programs” to tear down walls
In order to increase the "chips" in their hands, Internet giants in the past have adopted the idea that they would rather not do well themselves than "cheap" competitors' apps.
In the past two years, due to antitrust pressure and considerations of improving user experience, the mobile Internet's past isolated status has shown signs of loosening. As a small program that once "filled the gap" in the ecosystem, it is becoming an excellent channel for connecting with each other.
1. For entrants, the traffic ceiling has arrived, and mini programs can activate "new increments"
According to statistics, Meituan’s two core offline businesses, in-store ordering and power bank, have been used by the Alipay mini program since its launch, with usage exceeding 7 million. The search also revealed that Meituan’s food delivery service has not yet been launched on Alipay.
In the context of mobile Internet traffic growth hitting the ceiling, small programs of one of its own service lines launched on Super App can gain new traffic.
The characteristic of seeking new increments means that entrants will tend to launch segmented businesses or services that are in a state of development on the rival super App ecosystem through mature mini programs. In the past two years, two major enemies, Meituan and Alipay (Alibaba sold Meituan shares at a discount in 2016, and Meituan delisted Alipay many times in the following years) have reconciled through mini programs. Alibaba and Tencent are also easing their relationship through mini programs. .
In September 2021, affected by the anti-monopoly background, Alibaba's Ele.me, Youku, Damai, Kaola Haigou, Shuqi, etc. began to access WeChat payment. During this period, Alibaba’s mini programs also began to be launched on WeChat, which heralded the breaking of some aspects of the relationship between the two parties. In May 2021, Alibaba internally tested the "Money-saving shopping for relatives and friends" mini program on WeChat. In October last year, it launched the "Tmall Supermarket Xiaodangjia" mini program. In May this year, Tmall launched the "Tmall Supermarket" mini program on WeChat. "Excellent Products" mini program mall.
Image source: WeChat App
However, the mini program could no longer be opened before the deadline. Searching for "Tmall Premium" on WeChat showed only official accounts and no such mini program in the relevant search results. Currently, the editor-in-chief can only find the mini program in the "Recently Used Mini Programs" list in the WeChat drop-down menu. Click to enter the system prompt page.
The page prompts that "Tmall Premium has suspended services due to violations." The detailed introduction further explains that "services have been suspended due to the existence of induced sharing behavior."
According to the "White Paper on Mini Program Internet Development in the First Half of 2022" released by Aladdin Research Institute, the number of mini programs on WeChat, Alipay, Douyin, Kuaishou and other platforms exceeds 7.5 million, and the number of daily active users exceeds 780 million.
For entrants, the traffic of any super App outside the ecosystem is a new increase, and active entry must be based on the purpose of seeking growth. However, judging from the experience of "Tmall Premium", when the service rules of each mini program are not "transparent" enough, if you want to obtain traffic on the opponent's App, you still need to be familiar with the other party's relevant rules.
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Origin: Inevitability of mobile Internet habits
Canadian scholar McLuhan was a controversial HE Tuber media theorist and thinker. His followers considered him a "prophet" of the information society and the electronic world. Before the birth of the Internet, he put forward many conclusions that shocked the world. Media information theory (the essence of media), media extension theory (the function of media), and media hot and cold theory (classification of media) are his three important views.
He believes that media is an extension of people, and the development of the information world coincides with this inference.
The Internet and mobile Internet both have media attributes, and they have different extensions to people. The characteristics of these two carriers have also reshaped the way people and the real world are connected.
If we say, the Internet provides users with a "large window" connection channel at a fixed location. The mobile Internet provides users with a small window that is movable but has "limited" information presentation on a square-inch screen.
In the era of mobile Internet, how did the super App phenomenon and the island phenomenon occur?
1. The impact of “memory anxiety”, users want a single App to provide more services
"Memory anxiety" has been widespread since the birth of smartphones. For more than ten years, mobile phone manufacturers such as Apple, Huawei, and Xiaomi have increased the memory and storage space of new mobile phones every year, from 2G+64G at the beginning to 8G+256G as standard, and even 16G+1T memory + storage combination also started to appear.
Mainstream applications such as WeChat, Taobao, and Baidu are also taking up more and more space. Taking WeChat as an example, the installation package of WeChat 5.1 is only 24.31MB, and the installation package of WeChat 8.0.37, which was launched on June 1 this year, is 246.26MB. Judging from actual usage, the data generated by users’ daily use of applications is the main “memory eater” on mobile phones. Taking the editor-in-chief's mobile phone as an example, WeChat occupies more than 58GB of memory, 12 applications have more than 1GB of memory, and 38 applications have more than 500MB of memory.
A survey conducted this year by the German Information Technology Association (Bitkom) showed that the average German has 31 apps installed, and users aged 16 to 29 who are "heavy mobile phone users" have an average of 42 apps installed on their smartphones. The must-install apps for every mobile phone include instant messaging, short videos, games, e-commerce, life services and other major categories, which has forced mainstream apps to evolve into super apps. The main entrance to PC Internet access is the browser. Every App on the mobile phone can be regarded as an entrance. They have all changed to the "big and comprehensive" mode of the browser.
At present, almost all mainstream applications are equipped with functional modules such as social networking, content, short videos, games, payment, LBS, and shopping. Until the birth of mini programs, the types of services that super apps can provide have increased exponentially.
2. It is inconvenient to switch "Apps" on mobile phones, and Internet companies package ecological services to build "isolated islands"
In traditional Internet surfing scenarios, 20-inch+ monitors can support dozens or even dozens of web pages opened at the same time, so major Internet platforms do not meet the conditions for "islanding".
When the mobile Internet era came, mobile phone screens were very small. In the early days, most smartphones with iOS and Android systems were equipped with a solid home button at the bottom to facilitate users to return to the menu page directly from the App. Now that full screens are popular, users need to “swipe up” from the bottom of the phone to return. However, regardless of the fixed buttons of early smartphones or the current mainstream full-screen, there has always been a problem of inconvenient operation due to the constraints of the screen size of the mobile phone and the flexibility of the fingers themselves.
Various reasons lead users to use one App for a certain period of time. It is rare for PC Internet to open multiple web pages and clients at the same time. Therefore, if the App only provides a single service such as pure social networking, short videos or games, it cannot meet the users' urgent needs to solve multiple problems in a single App. The complexity of App functions is the result of user demands. The nature of business to pursue profit maximization determines that each super App will direct traffic to its own platform services.
Nowadays, apps including WeChat, Baidu, Taobao, JD.com, and Pinduoduo have added service options such as games, short videos, graphics, and text. These entertainment contents can keep more users’ attention on your app.
Taking video as an example, no one will hand over the traffic entrance of their own App to Douyin or Kuaishou. Although the cost of building self-made short videos is high, it is a common choice. WeChat launched a video account, Baidu launched Haokan Video, and Pinduoduo also launched Duoduo Video.
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