hiphop stainless gold steel jewelry wholesale What is the basis for covering Li Tie Encyclopedia?

luxury inspired jewelry wholesale This article is a product analysis report, which mainly includes these 5 points: product function, market analysis, user analysis, function analysis and operation analysis.

01 Product Overview 1.1 Product Introduction
This is the form of a simple and straightforward PGC list to provide valuable consumption for medium -income people in the era of consumption upgrade Reference app.
The team will collect various databases and institutional evaluation reports, and then combine expert interviews to summarize a relatively objective and fair product brand through multiple dimensions. Before shopping, users can search for the ranking of certain types of goods in the Gaidai, providing reference for consumer decisions.
1.2 product function framework
1.3 Typical use path
1.3.1 Find/buy goods
1.3.2 View evaluation
1.3.3 Find high -quality restaurants
02 Market analysis 2.1 Market positioning
In an era of information explosion today, many consumers need shopping guide services to achieve more efficient consumption. Many platforms such as Xiaohongshu, what are worth buying, public reviews, and many public accounts, fashion bloggers, and Internet celebrity anchors are providing such services to take on consumer decisions.
It also has many problems. First of all, the general information objectivity and credibility in the industry are insufficient, and consumers are not assured when shopping; second, UGC content is mixed, and PGC content production methods are casual. As a result of these issues, users were originally a shopping guide platform for improving efficiency, but it took more time to identify and screen information.
In in the field of e -commerce, relying on sales and evaluation cannot completely accurately determine the quality of the product, aside from the phenomenon of ordering or malicious evaluation. The standards of individual users may be very different, so ordinary users need an objective and fair evaluation platform to guide consumption.
If in other areas, such as education and medical care, ordinary users cannot find exact comprehensive information through Baidu and Zhihu, nor can they reach professional vertical forums.
It the ranking to help users solve the problem of insufficient information obtained in the consumption process, and provide a reference for users' consumer decisions.
2.2 Market space
has a full category cover -oriented product. It currently includes 958 product rankings and 6,242 global top brands, covering almost all fields.
2019 The total number of households using comprehensive e -commerce companies in comprehensive e -commerce companies reached 713 million, of which mobile Taobao obviously occupied an overwhelming advantage in the e -commerce field. 34%.
If of the users who are lined up are medium -to -high consumers in the online shopping group. If you use Taobao's user situation to speculate the situation in the e -commerce field, the market ceiling is 7.13*34%, which is about approximately about about 7.13*34%. 242 million.
2.3 Summary
The markets cover are mainly two aspects, on the one hand, e -commerce shopping guide, and on the one hand, urban services.
It in the field of e -commerce shopping guide, the market is widely covered. At this stage, the competition in the e -commerce market in the shopping guide content has not yet taken shape. The head advantage is not obvious. Some vertical fields, such as cosmetics and cars, have no competitors in the entire category commodity shopping guide market.
In the field of urban service, the public comment uses UGC promotion model. For many years in the market, a large number of merchant resources and user habits have been cultivated. In addition Essence
The content in the public comments is rich enough. The problem brought by the rich content is that the cost of screening is too high, and the cover is provided with a simple, direct, time -saving list. At the same time, it is more objective and more quality. It can provide simple and reliable consumption guidance for users who do not want to screen for a large number of evaluations and want to enjoy a high -quality service experience, and to a certain extent formed a complementary to the public. Such differentiation also provides considerable competitiveness in the field of urban services.
03 User Analysis 3.1 Consumption level analysis
The target users covering the ranking are medium -income groups in the era of consumption upgrade. According to statistics from easy observation Qianfan, 76%of the users are medium consumption and above. Among them, medium and high consumers accounted for the vast majority, such people value the quality and ranking of goods when shopping, which is in line with the market positioning of the cover itself.
3.2 age analysis
among users who are in accordance with the ranking of 15.1%under the age of 24. This part of the group is mostly students who are students or just graduated. They have the habit of online shopping consumption. They accounted for less among users.
This people have weak consumption capacity on most products, and are easy to consume high on certain types of vertical products such as sneakers and clothing. This consumption is often concentrated in some brands. The influence of red and traffic stars has little effect on the guidance of this consumption.
The main force of the cover users is a group of 24 to 30 years old, accounting for 38.9%. Most of these groups are in the stage of hard work. The economy is basically independent. Too much social pressure pursue the quality of life.
as they have the habit of online shopping, valued the quality and evaluation of the goods, and needed objective and comprehensive consumption suggestions in the commodity field they did not understand, and it could solve this problem better.
The user age distribution in the ranking of the cover of the cover appeared. The most proportion of users between the 24 and 30 years old, reaching 38.9%, and the second largest users between 36 and 49 years old. For 32.4%, the proportion of people 31 to 35 in the middle accounted for only 9.8%.
The people may already have mature consumption experience, and the objects and brands of online shopping are relatively fixed. It has a clear understanding of most of the products to be purchased. However, when buying products in your unfamiliar field, you still use the cover to check the corresponding list to assist consumption.
Themers who are 36 to 40 accounted for a lot, reaching 32.4%. Most of these users have stable career, consumption, and pursuing consumer quality. It is sensitive to the ranking of the product. Go to cover it first.
It the cover of the user, only 3.8%of the people over 40 years old. The important reason is that this group of people does not form a consumption habit of online shopping. Even if online shopping, the ability of information acquisition and screening is weak, and often goes directly to the professional e -commerce platform after simple comparison.
It because many user information is blocked, it is not easy to penetrate into this part of the user, which leads to less users in this part of publicity and operation activities.
3.3 Gender Analysis
It the cover of the user group, female users reached 68.5%, and male users reached 31.5%. The cover is in form. From the perspective of market positioning, it is facing the public and has no obvious gender orientation. So why are the number of female users twice as many as male users?
First of all, there are certain differences in shopping behavior of men and women. Men's shopping is relatively rational, and shopping is more practical. Many female users' purchase behavior is not based on demand. Female users prefer to browse them aimlessly. The assessment function of the cover is to provide a "mall" for these female users. Users can choose interested categories that are interested in categories. Check the professional evaluation content. Due to the high quality of the evaluation content, the people who visit the people are good, and the users are retained.
Secondly, the AI ​​skin measurement function also attracts a lot of highlights that many female users download. A photo can measure the user's skin texture and recommend suitable skin care products according to skin problems. In the case, men may not have a cold about this function, which may also be one of the reasons why female users are more.
3.4 User distribution analysis
Among users with lined up, users in first -tier cities and super -first -tier cities accounted for 71.2%. The online consumption willingness and online shopping habits have a certain degree of sensitivity to the ranking of the product, and the form of the ranking is easily accepted by this part of the crowd.
On the other hand, it is ranked as an emerging product. The target user is the middle class of the consumption upgrade era. It is normal for the poor acceptance in second- and third -tier cities.
3.5 User portrait and usage scenario analysis
Lilian, female, 29 years old, Internet company operation, downloaded when it was arranged when it came out. Since then, it has been a loyal user of this app. She likes this simple and direct ranking form. In the field of familiarity with, she finds that the list is basically reasonable. If you usually have anything you want to buy, you will go to cover it. Although you don't necessarily buy it, you can be used as a reference. When buying products in your unfamiliar field, you can generally look at the product of the list. Simply compare it and buy it directly. After buying a few times, you have a good experience. Cai Xiaolan, male, 32 years old, engineer. Recently, I have to buy a lot of furniture and electrical appliances, but he knows these things, and I do n’t even know what I should buy. I have to see it. I know that someone is recommended. The household appliances and daily necessities are all available. After downloading and using, Lao Li regretted that he didn't know this app earlier, not only found what he wanted to buy, but also found many novel things, such as shoe machine and suspension drying machine. He has to cover everything now to search for everything. Little Orange, female, 23 years old, junior, studying in an English major in a university in Beijing, loves beauty and mouth, often buy some cheap cosmetics, clothes and snacks on Taobao. I have been recommended by the beauty blogger of station B before, and it is suitable for cheap skin care products that are suitable for students. I want to experience something else, but I do n’t know how to choose. Listening friends said that there is a covering app with AI skin measurement function, which can not only measure the skin, but also recommend the appropriate skin care products according to the skin quality. The report found that the content of the report basically conforms to its own situation. Seeing that there are various categories of skin care products recommended below, there are facial cleanser, lotion, essence ... and a cleansing instrument and beauty instrument that you have never used. Xiao Orange looked at some list again and found that the contents inside were much better than I bought it before, so I decided to buy the lotion and essence recommended above this month. With the new skin care products, the experience of Xiao Orange is extremely good, and then it becomes a loyal user who is arranged. Lao Li, 34 -year -old, male, gourmet enthusiasts, senior travelers, everywhere, want to eat the food all over, open the public comments and find that many of the top rankings are online celebrity restaurants, without characteristics. The donkey friend recommended the cover to him, saying that there are various categories of specialty restaurants, which is very suitable for him to eat. After downloading the trial, I found that these restaurants were inspected and viewed the summary of the multi -party information. It felt very reliable, eliminating his time to find a lot of time, and also avoided the thunder. He found some stores to taste according to the above recommendation, and experienced a good experience. The only regret is that the cover is provided only in some big cities. Han Meimei, female, 36 years old, works in a state -owned enterprise in a third -tier city. When she is not busy, she likes to visit Taobao and Pinduoduo. She is keen to find cheap products. There are several WeChat groups on mobile phones. Recently, she heard that she had a lot of things to redeem a lot of things. She could save money with this app and downloaded it. In addition to the rebate given by the general rebate app, there are additional subsidies, which makes her very happy. Moreover, Gai also has the function of searching for coupons, making shopping easier. She now mainly uses the cover to obtain rebates and find coupons, and sometimes she will turn over the list of interest.
04 Function Analysis 4.1 Function Organization

4.2 Problem analysis and optimization suggestion
4.2.1 Urban Guide Entry is not clear
Get the homepage:
Observe the ranking of the cover. It can be seen that the list, evaluation and money -saving artifacts and the bottom navigation bar are completely overlapped.
The urban guidelines for covering are a highlight function. It not only contains the restaurant list, but also recommends a good place for the hot new list this week and the local food, drinking, and fun. In the recently covered revision, the city guide is placed in the fourth place in the central navigation bar. The name is restaurant cuisine. This name is very inaccurate, because this function includes the content of the restaurant. Nursing, education and training, popular business districts and many other aspects.
In view of the situation where the navigation content coincides and the opening of the urban guide function is not obvious, the following optimization is made: the "special offer" column in the middle of the bottom navigation bar is replaced with the name of the user where the user is located. In this way, the navigation name is more in line with the page content, while increasing the utilization of page resources.
On optimization:
4.2.2 The order of the medical list is unreasonable
Re -revised:
In the latest update, the category of commonly used drugs in the pharmaceutical list has been covered in all all all the medicines in the pharmaceutical list have The bottom of the drug classification, the location of the nutritional supplement such as vitamins is also lower, this sort is unreasonable.
Pets are divided into two cases. One can be used by themselves. For drugs with high safety, such as cold drugs, motion sickness, contraceptives, vitamins, etc. Another is that I do n’t know what medicine to take, such as cardiovascular drugs and respiratory drugs, which need to be taken in strict accordance with the doctor's guidance.
If in these two situations, the first situation is obviously covered with the main situation. Only when the user needs to choose the drug, can the cover obtained. Vitamin nutrition supplements, so these two types of drugs should be placed.
On optimization:
The assessment recommended by the lid is interspersed in the rankings. The purpose is to attract users to click. The accuracy of its release will directly affect the user's click rate. There is room for enhanced;
can see that the recommended evaluation recommendation is almost completely random. Users will see the recommendation of casual pants when browsing food health categories. Red recommendation, this is not logical.
4.3 New features
The analysis and function optimization raised above are reflected in the details. I chose one thing, but I am not sure if it is the most worth buying in the same type.
, that is, users want to buy a product. This product cannot be clearly found in the classification, nor can they search for a completely matched list.
For this demand, it is difficult to solve the current number of evaluations, but if one day is covered with enough evaluation, the user has selected a product and replicated the link on the e -commerce platform. You can directly check the list of the product, which can be directly compared in parallel, so that the experience will be better.
Function interface:
05 Operation analysis
The operating activities of the lid still depend on the platform of Weibo. The reason for the following aspects:
The form itself has its own topicality, which is easy to cause controversy. The spread and promotion of social platforms such as Weibo is easier to get attention and potential;
The two, the founding team, Li Tie and Zheng Chu, are all senior media people. On Weibo, there are many public opinion leaders, signed by the media, and many fans. In addition, the participation of Lao Luo (Luo Yonghao), Zhang Xiaolong and other Internet big coffees provided a strong brand endorsement for Gai De.
5.1 Event specific analysis
5.1.1 Basic situation of the activity

Activity name: Double 11 cash subsidy red envelope
Activity time: October October 0:00 on the 21st to 24:00 on November 12
The activity content: Users use the cover during the Double Eleven, click on any interface to get a random cash red envelope, the red envelope single face is up to 1,000 yuan, the purchase covers can be covered. Subsidy products can be used immediately.
5.1.2 Activity analysis
User needs: obtain red envelopes by participating in the activity, with cash.
The user psychology: It is not a pity to receive red envelopes, prompting users to see if the cover can meet their own shopping needs.
Activity form: When users browse any interface, they can receive red envelopes pop -up pop -up, which reduces the user's operational difficulty and operation resistance to the greatest extent.
The activity threshold: You need to download the cover.
Ip operation costs: the sum of the red envelope amount used by the user.
The activity income: increased the total number of users and DAU.
5.1.3 Optimization suggestion
The main purpose of the original activity interface:
The main purpose of covering the cash subsidy red envelope is to obtain new users and pull back the old users. Finally, the retention rate is obtained. What I didn't want to see was that the user received the red envelope, didn't know how to use it, left, or the user after using the red envelope, and never returned.
It to solve the problem that the user does not know how to use the red envelope, the button is provided under the red envelope to check the red envelope use rules. Read this thing in red envelopes.
Since the purpose is to obtain the retention rate, we must seize all opportunities to show the advantages and characteristics of the product to users. Of course, the core advantage of the cover is the ranking of the PGC. Users who are dazzling and worried about providing consumer suggestions, users will be willing to accept.
Igly, it is recommended to capture the products that users browse on the e -commerce platform. After the user receives the red envelope, it immediately recommends the corresponding list to the user.
Optimized activity interface:
06 Summary
The moment when the ground is soft and wide, the effect of the advertisement is weakened, and the purchase behavior of consumers is gradually rational. Throughout the country, users lack a truly objective and useful ranking recommendation.
The consumption recommendation model that is different from UGC, and it is more inclined to become a consumer dictionary. By editing systems and standardized production of persistent value content, it has become a simple and direct consumer assistant tool. This method may not guarantee 100% authority, but it can become relatively most objective.
The long -term perspective, objective justice is a living line that is covered, which determines how far to go. The richness and update of evaluation and ranking are the core tasks of the cover, which determines how good it is. The development of the cover is different from many UGC products. It does not rely on the number of users and the quality of the user. It focuses on the quality and richness of content.
The active users of the cover reached 1.09 million, 2 hours of GMV exceeded 100 million, and the number of orders increased by 1293%year -on -year. It can be seen that the cover is in the process of rapid development. In the future, development is likely to be faster.
Faced with the influx of a large number of users, it is another problem to retain users. After all, it is a tool product. The best effect for the cover should be. Come again before shopping.
The quality of the list is high, but the disadvantage is that the richness is insufficient. If the user can't find the list he wants to find, it will greatly reduce the experience of the use of the user, resulting in the losing user loss. Therefore, if you want to retain users, you still need to have a more comprehensive and rich list. To do this, the user retention rate will naturally go up.
In the future, the cover is ranked as an information library that can become an entrance to the upstream of consumption. Users can realize the full process of purchasing demand, selection, to diversion purchases.
This is published by @Neon to everyone. Everyone is a product manager. Reprinting is prohibited without the author's permission.
This diagram comes from UNSPLASH, based on the CC0 protocol.

cactus jewelry wholesale This article is a product analysis report, which mainly includes these 5 points: product function, market analysis, user analysis, function analysis and operation analysis.

01 Product Overview 1.1 Product Introduction
This is the form of a simple and straightforward PGC list to provide valuable consumption for medium -income people in the era of consumption upgrade Reference app.
The team will collect various databases and institutional evaluation reports, and then combine expert interviews to summarize a relatively objective and fair product brand through multiple dimensions. Before shopping, users can search for the ranking of certain types of goods in the Gaidai, providing reference for consumer decisions.
1.2 product function framework
1.3 Typical use path
1.3.1 Find/buy goods
1.3.2 View evaluation
1.3.3 Find high -quality restaurants
02 Market analysis 2.1 Market positioning
In an era of information explosion today, many consumers need shopping guide services to achieve more efficient consumption. Many platforms such as Xiaohongshu, what are worth buying, public reviews, and many public accounts, fashion bloggers, and Internet celebrity anchors are providing such services to take on consumer decisions.
It also has many problems. First of all, the general information objectivity and credibility in the industry are insufficient, and consumers are not assured when shopping; second, UGC content is mixed, and PGC content production methods are casual. As a result of these issues, users were originally a shopping guide platform for improving efficiency, but it took more time to identify and screen information.
In in the field of e -commerce, relying on sales and evaluation cannot completely accurately determine the quality of the product, aside from the phenomenon of ordering or malicious evaluation. The standards of individual users may be very different, so ordinary users need an objective and fair evaluation platform to guide consumption.
If in other areas, such as education and medical care, ordinary users cannot find exact comprehensive information through Baidu and Zhihu, nor can they reach professional vertical forums.
It the ranking to help users solve the problem of insufficient information obtained in the consumption process, and provide a reference for users' consumer decisions.
2.2 Market space
has a full category cover -oriented product. It currently includes 958 product rankings and 6,242 global top brands, covering almost all fields.
2019 The total number of households using comprehensive e -commerce companies in comprehensive e -commerce companies reached 713 million, of which mobile Taobao obviously occupied an overwhelming advantage in the e -commerce field. 34%.
If of the users who are lined up are medium -to -high consumers in the online shopping group. If you use Taobao's user situation to speculate the situation in the e -commerce field, the market ceiling is 7.13*34%, which is about approximately about about 7.13*34%. 242 million.
2.3 Summary
The markets cover are mainly two aspects, on the one hand, e -commerce shopping guide, and on the one hand, urban services.
It in the field of e -commerce shopping guide, the market is widely covered. At this stage, the competition in the e -commerce market in the shopping guide content has not yet taken shape. The head advantage is not obvious. Some vertical fields, such as cosmetics and cars, have no competitors in the entire category commodity shopping guide market.
In the field of urban service, the public comment uses UGC promotion model. For many years in the market, a large number of merchant resources and user habits have been cultivated. In addition Essence
The content in the public comments is rich enough. The problem brought by the rich content is that the cost of screening is too high, and the cover is provided with a simple, direct, time -saving list. At the same time, it is more objective and more quality. It can provide simple and reliable consumption guidance for users who do not want to screen for a large number of evaluations and want to enjoy a high -quality service experience, and to a certain extent formed a complementary to the public. Such differentiation also provides considerable competitiveness in the field of urban services.
03 User Analysis 3.1 Consumption level analysis
The target users covering the ranking are medium -income groups in the era of consumption upgrade. According to statistics from easy observation Qianfan, 76%of the users are medium consumption and above. Among them, medium and high consumers accounted for the vast majority, such people value the quality and ranking of goods when shopping, which is in line with the market positioning of the cover itself.
3.2 age analysis
among users who are in accordance with the ranking of 15.1%under the age of 24. This part of the group is mostly students who are students or just graduated. They have the habit of online shopping consumption. They accounted for less among users.
This people have weak consumption capacity on most products, and are easy to consume high on certain types of vertical products such as sneakers and clothing. This consumption is often concentrated in some brands. The influence of red and traffic stars has little effect on the guidance of this consumption.
The main force of the cover users is a group of 24 to 30 years old, accounting for 38.9%. Most of these groups are in the stage of hard work. The economy is basically independent. Too much social pressure pursue the quality of life.
as they have the habit of online shopping, valued the quality and evaluation of the goods, and needed objective and comprehensive consumption suggestions in the commodity field they did not understand, and it could solve this problem better.
The user age distribution in the ranking of the cover of the cover appeared. The most proportion of users between the 24 and 30 years old, reaching 38.9%, and the second largest users between 36 and 49 years old. For 32.4%, the proportion of people 31 to 35 in the middle accounted for only 9.8%.
The people may already have mature consumption experience, and the objects and brands of online shopping are relatively fixed. It has a clear understanding of most of the products to be purchased. However, when buying products in your unfamiliar field, you still use the cover to check the corresponding list to assist consumption.
Themers who are 36 to 40 accounted for a lot, reaching 32.4%. Most of these users have stable career, consumption, and pursuing consumer quality. It is sensitive to the ranking of the product. Go to cover it first.
It the cover of the user, only 3.8%of the people over 40 years old. The important reason is that this group of people does not form a consumption habit of online shopping. Even if online shopping, the ability of information acquisition and screening is weak, and often goes directly to the professional e -commerce platform after simple comparison.
It because many user information is blocked, it is not easy to penetrate into this part of the user, which leads to less users in this part of publicity and operation activities.
3.3 Gender Analysis
It the cover of the user group, female users reached 68.5%, and male users reached 31.5%. The cover is in form. From the perspective of market positioning, it is facing the public and has no obvious gender orientation. So why are the number of female users twice as many as male users?
First of all, there are certain differences in shopping behavior of men and women. Men's shopping is relatively rational, and shopping is more practical. Many female users' purchase behavior is not based on demand. Female users prefer to browse them aimlessly. The assessment function of the cover is to provide a "mall" for these female users. Users can choose interested categories that are interested in categories. Check the professional evaluation content. Due to the high quality of the evaluation content, the people who visit the people are good, and the users are retained.
Secondly, the AI ​​skin measurement function also attracts a lot of highlights that many female users download. A photo can measure the user's skin texture and recommend suitable skin care products according to skin problems. In the case, men may not have a cold about this function, which may also be one of the reasons why female users are more.
3.4 User distribution analysis
Among users with lined up, users in first -tier cities and super -first -tier cities accounted for 71.2%. The online consumption willingness and online shopping habits have a certain degree of sensitivity to the ranking of the product, and the form of the ranking is easily accepted by this part of the crowd.
On the other hand, it is ranked as an emerging product. The target user is the middle class of the consumption upgrade era. It is normal for the poor acceptance in second- and third -tier cities.
3.5 User portrait and usage scenario analysis
Lilian, female, 29 years old, Internet company operation, downloaded when it was arranged when it came out. Since then, it has been a loyal user of this app. She likes this simple and direct ranking form. In the field of familiarity with, she finds that the list is basically reasonable. If you usually have anything you want to buy, you will go to cover it. Although you don't necessarily buy it, you can be used as a reference. When buying products in your unfamiliar field, you can generally look at the product of the list. Simply compare it and buy it directly. After buying a few times, you have a good experience. Cai Xiaolan, male, 32 years old, engineer. Recently, I have to buy a lot of furniture and electrical appliances, but he knows these things, and I do n’t even know what I should buy. I have to see it. I know that someone is recommended. The household appliances and daily necessities are all available. After downloading and using, Lao Li regretted that he didn't know this app earlier, not only found what he wanted to buy, but also found many novel things, such as shoe machine and suspension drying machine. He has to cover everything now to search for everything. Little Orange, female, 23 years old, junior, studying in an English major in a university in Beijing, loves beauty and mouth, often buy some cheap cosmetics, clothes and snacks on Taobao. I have been recommended by the beauty blogger of station B before, and it is suitable for cheap skin care products that are suitable for students. I want to experience something else, but I do n’t know how to choose. Listening friends said that there is a covering app with AI skin measurement function, which can not only measure the skin, but also recommend the appropriate skin care products according to the skin quality. The report found that the content of the report basically conforms to its own situation. Seeing that there are various categories of skin care products recommended below, there are facial cleanser, lotion, essence ... and a cleansing instrument and beauty instrument that you have never used. Xiao Orange looked at some list again and found that the contents inside were much better than I bought it before, so I decided to buy the lotion and essence recommended above this month. With the new skin care products, the experience of Xiao Orange is extremely good, and then it becomes a loyal user who is arranged. Lao Li, 34 -year -old, male, gourmet enthusiasts, senior travelers, everywhere, want to eat the food all over, open the public comments and find that many of the top rankings are online celebrity restaurants, without characteristics. The donkey friend recommended the cover to him, saying that there are various categories of specialty restaurants, which is very suitable for him to eat. After downloading the trial, I found that these restaurants were inspected and viewed the summary of the multi -party information. It felt very reliable, eliminating his time to find a lot of time, and also avoided the thunder. He found some stores to taste according to the above recommendation, and experienced a good experience. The only regret is that the cover is provided only in some big cities. Han Meimei, female, 36 years old, works in a state -owned enterprise in a third -tier city. When she is not busy, she likes to visit Taobao and Pinduoduo. She is keen to find cheap products. There are several WeChat groups on mobile phones. Recently, she heard that she had a lot of things to redeem a lot of things. She could save money with this app and downloaded it. In addition to the rebate given by the general rebate app, there are additional subsidies, which makes her very happy. Moreover, Gai also has the function of searching for coupons, making shopping easier. She now mainly uses the cover to obtain rebates and find coupons, and sometimes she will turn over the list of interest.
04 Function Analysis 4.1 Function Organization

4.2 Problem analysis and optimization suggestion
4.2.1 Urban Guide Entry is not clear
Get the homepage:
Observe the ranking of the cover. It can be seen that the list, evaluation and money -saving artifacts and the bottom navigation bar are completely overlapped.
The urban guidelines for covering are a highlight function. It not only contains the restaurant list, but also recommends a good place for the hot new list this week and the local food, drinking, and fun. In the recently covered revision, the city guide is placed in the fourth place in the central navigation bar. The name is restaurant cuisine. This name is very inaccurate, because this function includes the content of the restaurant. Nursing, education and training, popular business districts and many other aspects.
In view of the situation where the navigation content coincides and the opening of the urban guide function is not obvious, the following optimization is made: the "special offer" column in the middle of the bottom navigation bar is replaced with the name of the user where the user is located. In this way, the navigation name is more in line with the page content, while increasing the utilization of page resources.
On optimization:
4.2.2 The order of the medical list is unreasonable
Re -revised:
In the latest update, the category of commonly used drugs in the pharmaceutical list has been covered in all all all the medicines in the pharmaceutical list have The bottom of the drug classification, the location of the nutritional supplement such as vitamins is also lower, this sort is unreasonable.
Pets are divided into two cases. One can be used by themselves. For drugs with high safety, such as cold drugs, motion sickness, contraceptives, vitamins, etc. Another is that I do n’t know what medicine to take, such as cardiovascular drugs and respiratory drugs, which need to be taken in strict accordance with the doctor's guidance.
If in these two situations, the first situation is obviously covered with the main situation. Only when the user needs to choose the drug, can the cover obtained. Vitamin nutrition supplements, so these two types of drugs should be placed.
On optimization:
The assessment recommended by the lid is interspersed in the rankings. The purpose is to attract users to click. The accuracy of its release will directly affect the user's click rate. There is room for enhanced;
can see that the recommended evaluation recommendation is almost completely random. Users will see the recommendation of casual pants when browsing food health categories. Red recommendation, this is not logical.
4.3 New features
The analysis and function optimization raised above are reflected in the details. I chose one thing, but I am not sure if it is the most worth buying in the same type.
, that is, users want to buy a product. This product cannot be clearly found in the classification, nor can they search for a completely matched list.
For this demand, it is difficult to solve the current number of evaluations, but if one day is covered with enough evaluation, the user has selected a product and replicated the link on the e -commerce platform. You can directly check the list of the product, which can be directly compared in parallel, so that the experience will be better.
Function interface:
05 Operation analysis
The operating activities of the lid still depend on the platform of Weibo. The reason for the following aspects:
The form itself has its own topicality, which is easy to cause controversy. The spread and promotion of social platforms such as Weibo is easier to get attention and potential;
The two, the founding team, Li Tie and Zheng Chu, are all senior media people. On Weibo, there are many public opinion leaders, signed by the media, and many fans. In addition, the participation of Lao Luo (Luo Yonghao), Zhang Xiaolong and other Internet big coffees provided a strong brand endorsement for Gai De.
5.1 Event specific analysis
5.1.1 Basic situation of the activity

Activity name: Double 11 cash subsidy red envelope
Activity time: October October 0:00 on the 21st to 24:00 on November 12
The activity content: Users use the cover during the Double Eleven, click on any interface to get a random cash red envelope, the red envelope single face is up to 1,000 yuan, the purchase covers can be covered. Subsidy products can be used immediately.
5.1.2 Activity analysis
User needs: obtain red envelopes by participating in the activity, with cash.
The user psychology: It is not a pity to receive red envelopes, prompting users to see if the cover can meet their own shopping needs.
Activity form: When users browse any interface, they can receive red envelopes pop -up pop -up, which reduces the user's operational difficulty and operation resistance to the greatest extent.
The activity threshold: You need to download the cover.
Ip operation costs: the sum of the red envelope amount used by the user.
The activity income: increased the total number of users and DAU.
5.1.3 Optimization suggestion
The main purpose of the original activity interface:
The main purpose of covering the cash subsidy red envelope is to obtain new users and pull back the old users. Finally, the retention rate is obtained. What I didn't want to see was that the user received the red envelope, didn't know how to use it, left, or the user after using the red envelope, and never returned.
It to solve the problem that the user does not know how to use the red envelope, the button is provided under the red envelope to check the red envelope use rules. Read this thing in red envelopes.
Since the purpose is to obtain the retention rate, we must seize all opportunities to show the advantages and characteristics of the product to users. Of course, the core advantage of the cover is the ranking of the PGC. Users who are dazzling and worried about providing consumer suggestions, users will be willing to accept.
Igly, it is recommended to capture the products that users browse on the e -commerce platform. After the user receives the red envelope, it immediately recommends the corresponding list to the user.
Optimized activity interface:
06 Summary
The moment when the ground is soft and wide, the effect of the advertisement is weakened, and the purchase behavior of consumers is gradually rational. Throughout the country, users lack a truly objective and useful ranking recommendation.
The consumption recommendation model that is different from UGC, and it is more inclined to become a consumer dictionary. By editing systems and standardized production of persistent value content, it has become a simple and direct consumer assistant tool. This method may not guarantee 100% authority, but it can become relatively most objective.
The long -term perspective, objective justice is a living line that is covered, which determines how far to go. The richness and update of evaluation and ranking are the core tasks of the cover, which determines how good it is. The development of the cover is different from many UGC products. It does not rely on the number of users and the quality of the user. It focuses on the quality and richness of content.
The active users of the cover reached 1.09 million, 2 hours of GMV exceeded 100 million, and the number of orders increased by 1293%year -on -year. It can be seen that the cover is in the process of rapid development. In the future, development is likely to be faster.
Faced with the influx of a large number of users, it is another problem to retain users. After all, it is a tool product. The best effect for the cover should be. Come again before shopping.
The quality of the list is high, but the disadvantage is that the richness is insufficient. If the user can't find the list he wants to find, it will greatly reduce the experience of the use of the user, resulting in the losing user loss. Therefore, if you want to retain users, you still need to have a more comprehensive and rich list. To do this, the user retention rate will naturally go up.
In the future, the cover is ranked as an information library that can become an entrance to the upstream of consumption. Users can realize the full process of purchasing demand, selection, to diversion purchases.
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