In the user stratification dimension, the mature lifestyle and value model (VALS) in user segmentation is selected, and users are classified into eight categories: leisure and play type, steady and enterprising type, quality and enterprising type, family support type, parenting type, steady and steady type, Buddha uncle type and square dance aunt type.
For the convenience of description, we choose a typical person for each type of users to introduce (although we are talking about one person, I hope everyone can see millions of users "standing" behind him with the same characteristics as him).
First, leisure and entertainment.
1. Core features
Most of them are post-00 social people, single, with low academic qualifications and little life pressure; Attach importance to friendship and be easily influenced by friends.
Internet experts who sink the market have a high breadth and depth of Internet use and know how to save money; Pursue fun and leisure, and refuse high-intensity work.
2. Representative figures
Wang Xiao
3. Population attributes
19 years old, junior high school education, single, working for 3 years, currently working as a salesman in a second-hand car shop in the county.
"I am renting a house in the county with my classmates now, and it takes 20 minutes to go to work by electric car. Work is also online to talk about orders, and you can also play with your mobile phone when you are not busy. It is not difficult to finish the task every month, so it is still relatively easy.
The company has a bed and can take a lunch break for 2 hours at noon. Generally, I will brush Aauto for half an hour during my lunch break, and then have a rest. I get off work at 6 pm, cook with my classmates after work, and finish eating at 7: 30 to 8: 00, either eating chicken together or playing mobile phones to watch movies and TV series.
You can rest for 2-3 days a month, and you can choose which day to rest. During these two days off, I usually go out to play, play cards or sing with my friends. "
4. Living conditions
(Note: In order to reflect and express the real life state of users more intuitively, this survey adopts photo detection technology, that is, in the interview, we provide pictures with different life scenes, different colors and different elements as the media, and users choose pictures that can represent their current or ideal life state and interpret them. The same below. )
Current state of life: work and leisure, much happier to eat, drink and be merry.
Ideal life: travel, friends often get together.
consume
The main expenditure is social entertainment (such as singing and dinner) in addition to the rent and catering expenses necessary for life.
Shopping channels are mainly online, and each shopping website has a clear positioning. For example, there are a lot of products, which are only suitable for buying things with fast replacement frequency and irrelevant quality, such as socks and mobile phone cases.
social contact
Pay special attention to friendship and be easily influenced by friends. As big as choosing a job, as small as the cognition of an APP, you can see the influence of friends.
This kind of users are the only users with strange social behaviors in the sinking market. They will meet strangers through games, short videos (such as Aauto Quicker) and unfamiliar dating software (Mo Mo, exploring), and most of them are of the opposite sex.
7. Internet use
Internet is widely used, except for mass brands, live broadcasts, unfamiliar social activities, sports, games, communities, local life and second-hand e-commerce.
Internet is also deeply used, and it takes longer than other users.
Some users are also content contributors of some apps, and prefer apps with stronger entertainment attributes, such as short videos, games, novels, etc. For the game preference is high, mostly heavy players, more time investment, higher willingness to pay; Information software, on the other hand, "doesn't look very good".
The purpose is clear, only download what you think is useful, and rarely download a software that is affected by business activities.
Second, be steady and enterprising.
1. Core features
Users who are generally unmarried but have reached marriageable age have higher academic qualifications, and most of them are civil servants, employees of state-owned enterprises or brainworkers with higher income in the sinking market, and they are junior "white-collar workers" in the sinking market.
I have less pressure to survive, but I actively form a family, achieve a better self and pursue a stable life.
2. Representative figures
Ding ling
3. Population attributes
26-year-old, bachelor degree, unmarried couple, working for 2 years, currently working as a financial officer in a county enterprise.
"After graduating from college, I returned to my hometown and didn't find a satisfactory job outside. Now I am doing finance in my friend's factory, from 8 am to 1 1: 30, and from 2: 30 to 6: 00 pm. Generally speaking, I am not very busy and seldom work overtime.
After work, I organize games, take a walk, swim or go shopping on a date. If you have nothing to do, brush Tik Tok and WeChat, 1-2 times a year.
Now I am also taking part in training and preparing for the civil service exam. I still hope to be admitted to the civil service in the future. After all, it is stable. I want to buy a house after marriage, and now I am saving money. "
4. Living conditions
Current state of life: life is leisurely and slow.
Ideal living condition: stable and quality life.
consume
Consumer expenditure is mainly the daily expenditure of life.
Conceptually, we pay more attention to quality, and value brands for products that we value (such as skin care). Taobao is the main online shopping channel, and Pinduoduo, which focuses on low prices, is not interested.
6. Internet use
APP download pays attention to practicality and purpose. Only when it is needed, it will be downloaded, and when it is not used for a while, it will be uninstalled, and only one software of the same type will be installed. Members are very willing to pay.
Content preference emphasizes "nutrition", preferring sports and fitness, love, local information, and official WeChat accounts or apps related to career and study, with local real estate information being particularly concerned.
This kind of users will be very cautious about relying on social fission to forward and share, worrying about harassing others and worrying that the content shared will affect their personal settings; Valuable and nutritious information (such as future urban planning) will be actively forwarded.
Third, quality is enterprising.
1. Core features
Most of the "middle class" in the sinking market has been established and established; Higher income, no debt, a house and a car, and more pursuit of quality of life; Strive to open up more sources of income in my career.
2. Representative figures
Qin Jie
3. Population attributes
33 years old, undergraduate; Married with children; Middle-level managers in enterprises; Work 10 years.
"At present, I am in charge of products and finance in a factory that produces auto parts. There are many things and many entertainments. It will drop when it's okay, and it has earned more than 10 thousand; When I get home, I will be responsible for helping my children with their homework and my wife will be responsible for cooking and housework.
I prefer things with a sense of science and technology, and there are basically a full set of Xiaomi smart homes at home. I will take my children out to travel on weekends or holidays.
Now pregnant with two children, I plan to buy another set or change to a bigger house recently. In the future, I also want to test some financial technology Shanghai Stock Exchange. If I change my job, it will be a bonus. "
4. Living conditions
Current living conditions: more entertainment, fast pace and great work pressure.
Ideal living conditions: bigger house, stress-free country life, self-care and family care.
consume
Children's education, entertainment and other expenses are the biggest expenses of this group of people.
Personal preference is the main consumption concept, followed by quality and price; Will buy items that improve the quality of life, such as health care products, smart homes, tourism products and so on.
social contact
Very well connected, passive entertainment.
7. Internet use
Because of the high income, the application scope of app extends from basic social, e-commerce and entertainment apps to financial management apps.
Entertainment prefers Tik Tok, which has both watching and sending. The content of the hair is mostly skill, and the appeal is to increase the sense of superiority.
Internet has a high willingness to pay, and the willingness to pay for video software paying members and tool software paying functions is high; I'm not interested in bonus hunter-style Internet operation.
Fourth, the tutor subtype.
1. Core features
Most of them are treasure moms, and children are the focus of their lives, and they spend most of their time doing things related to children.
At the same time, due to insufficient or low income, they are particularly sensitive to prices and have a high willingness to participate in various business activities. But the loyalty is low, and when similar software with more benefits or benefits appears, it is easy to turn to other brands.
2. Representative figures
Liou Lili
3. Population attributes
3 1 year old, technical secondary school; Married, with two children, housewife; No income.
"A family of four, my lover works in a nearby factory and takes two children at home full-time. The house is an old house bought many years ago. The main purpose of the car is to pick up children and take them out to play.
Life is the same every day, basically picking up the boss to go to school. When the boss is not at home, he takes his second child for a walk and takes his children out for a walk at night. Go home around 9: 00, wash, play games with the boss, watch TV with the second child, and sleep.
Every day's free time is when children take a nap or sleep at night, which is more tired than a year ago. A year ago, the boss didn't have to worry about studying, but now he is a senior, and there are many courses, and he still needs to help with his homework. It's hard for two children. It's inconvenient to take the small one and send the big one.
Lovers have their own rules of life, which are basically out of sync with us. He usually gets up around 6 o'clock, goes out at 6: 30 and has lunch in the company. Get off work at 6: 30 in the afternoon, watch TV at home after dinner, and then go to bed. Taking children to school won't help. "
4. Living conditions
Current state of life: children dominate everything in daily life, trivial, fast-paced, stressed and lacking in self.
Ideal living condition: I long for the warmth of my family, my independent self and my own life.
In the interview, I obviously felt Ma Bao's inner ambivalence. On the one hand, her love for children makes them focus on them, on the other hand, she is eager to get rid of her present life and have an independent self.
consume
This kind of users have little or no personal income, so they are particularly sensitive to price, and most of them are willing to try channels that can get extra income or save money.
When shopping, there are usually multi-platform comparisons, and the acceptance of cheap channels is high. The non-first-line e-commerce brands that appeared in this interview all appeared in this group, such as Beidian, Global Catcher, Shengxing Youxuan and Squirrel Fighting.
6. Internet use
Articles, information and apps related to children (such as education and communication) and themselves (such as women, emotions and inspirational) are highly concerned.
Besides, I am very enthusiastic about participating in the operation of Internet bonus hunter. Interested in downloading software to send cash, sharing red envelopes and daily task rewards, now pay attention to the official WeChat account to send gifts. Earn 1-2 yuan every day, which is very attractive.
5. Bring home the bacon and work hard.
1. Core features
Men are mostly the main source of income for families, and their income is relatively low.
The family is in the growth period and is under great pressure; I am eager to give my family a better life and more companionship, and I am also eager to have my own time and live for myself.
2. Representative figures
Xiong zhigang
3. Population attributes
36 years old; Junior high school; Married with children; Plumber; Work 10 years.
"I used to work in Zhejiang, and then I listened to my boss's advice and went home to open my own shop.
But now business is bad, and when you are not busy, you have to find a job and lay water and electricity for others. Life is very stressful now, and it costs money and money. Very annoying. Now I hope I don't need to support my family. I can retire and live an idyllic life. I don't need to worry about the world. I don't need to think about how to make money to support my family.
Now I often sit on the roof with my dog and watch the sun go down. I am quiet and don't want to be disturbed by my family. "
4. Living conditions
Current living conditions: great pressure of life and economic difficulties.
Ideal living condition: I long for better living conditions and more time to spend with my family, and I also long for a lonely and stress-free life.
consume
Personal expenses are small, mostly family expenses, such as family insurance related to children; Rational consumption concept, clear understanding of shopping channels, such as offline stores to buy bulky goods, high-quality digital home appliances to JD.COM, clothes and cosmetics to Taobao, quality does not matter to Pinduoduo.
6. Internet use
APP download has a strong sense of goal and a low desire for early adopters.
The scope of use is also relatively narrow. In addition to WeChat and shopping, the rest are mainly entertainment apps, such as novels and short videos.
Pay less attention to information, and occasionally pay attention to the browser that comes with you.
Six, steady and steady type
1. Core features
Family life cycle is mostly in a stable period, users are mostly middle-aged, with stable jobs, less pressure on life and more personal time to pursue their own preferences.
2. Representative figures
Yuan Zhijie
3. Population attributes
40 years old; Junior high school; Married with children; Factory safety officer; Work 10 years+.
"Now this work has been done for more than ten years, and it is quite handy. Children don't have to worry too much, just help with their homework every day.
I began to like running last year. Now get up at 5 o'clock every day and run for 40 minutes, then go home to wash and go to work. I will also participate in the activities of running a group on weekends. Sometimes I go to other places to take part in marathons.
I will also buy food and cook during the break, and I will go to the cafe to read and stare blankly on Sunday afternoon. "
4. Living conditions
Current state of life: live comfortably, relax and enjoy yourself.
Ideal living condition: take your family to see the world and live a leisurely life.
consume
Consumption expenditure is relatively diverse, such as daily expenses of family life, expenses of children's education, expenses of supporting the elderly, and expenses of interpersonal communication.
Rational concept, value quality, believe that a penny is worth a penny; Willing to invest and pay for personal preferences.
6. Internet use
Because these users have more leisure time, they spend more time on online entertainment than on short videos, and most of them use long videos to catch up with dramas.
In addition, this kind of users have no feeling about the new popular applications (such as Tik Tok and Aauto Quicker) because of their older age and stable occupation, and practicality has become the primary factor in deciding to download. Pay more attention to local, educational and sports health information.
Seven, Buddha uncle type
1. Core features
Generally, it is a middle-aged and elderly male user, who is older, has a lower education and his children have already worked. Casual attitude towards life, more Buddhist.
Internet users, not very skilled in operation, are easy to be guided to download; Have a strong defensive mentality towards Internet operation activities, afraid of being cheated.
2. Representative figures
beam
3. Population attributes
52 years old; Junior high school; Married with children; Decoration foreman; More than 30 years.
"Now have work to do, have nothing to do just stay at home. If there are many things, you can choose what you like to do. Just like guerrillas, wherever there is a job, we go. I get off work at noon and night every day, and I am more free on weekends.
Have a look at Iqiyi, Tik Tok, watermelon, volcano and novels when you are free. It's all about recommendation. If you are interested, keep reading. If there is nothing new, change the platform.
Many softwares don't know how to download, and sometimes prompts will pop up, which will appear on the mobile phone out of order; Some of them got help from the children. "
4. Living conditions
Current living conditions: live and work in peace and enjoy life.
Ideal living conditions: leisure and play.
5. Internet use
Internet users need the help of their families (children) to download and use a lot of software. Some basic operations (such as canceling the attention of WeChat official account) don't know how to operate (thinking that deleting is canceling attention); Typing is easy to be guided by writing.
Because I don't understand the use of the Internet, some software downloads are guided by other software (such as headline software and Tencent News). ).
The advertising conversion rate is high, and people are interested in buying product advertisements pushed by information (such as e-commerce advertisements at the end of Tencent news articles in WeChat). Measures such as cash on delivery and 7-day free refund have strengthened the trust in advertising and the purchase rate is high.
Will pay for attractive content, such as serial novels. Generally speaking, the chapters of online serial novels are long, and there are many chapters available for free reading, which often gives such users the illusion that all chapters are free.
Strong anti-fraud awareness, often turning a blind eye to the red envelopes appearing in the app, thinking that they are "fake" and "with ulterior motives", fearing to be cheated, especially southern users.
Eight, square dance aunt type
1. Core features
Most of them are middle-aged and elderly female users, older, with low academic qualifications, and their children have given birth.
Daily life is mainly to help look after grandchildren, but there are relatively more leisure time, wide interests, rich and diverse leisure life, and leisurely life.
2. Representative figures
Zhan Cuiping
3. Population attributes
50 years old; Drop out of junior high school; Married with children; Housewives; More than 30 years.
"Now life is to help bring grandchildren. Dance in the square dance or take a walk. I also joined our local outdoor sports association and often held hiking and mountain climbing activities. I have participated in it four or five times so far.
I am also cheerful and often get together to sing. When I have time, I will go out for a walk with my husband. I get off work at noon and night every day, and I am more free on weekends.
Have a look at Iqiyi, Tik Tok, watermelon, volcano and novels when you are free. It's all about recommendation. If you are interested, keep reading. If there is nothing new, change the platform. I am addicted to reading novels, and I have to spend money to finish them. It took me nearly 200 yuan to finish a novel. "
3. Living conditions
Current living conditions: gathering old friends and traveling.
Ideal life: travel with children and grandchildren.
4. Internet use
Sensitive to price, different online channels will try, and those who are satisfied will continue to buy and recommend to others.
Great interest in entertainment software, high willingness to try, such as Tik Tok, national K songs; In terms of information, I am interested in social events and local news, with the main purpose of killing time and increasing social topics.
arouse
Generally speaking, each type of users in the sinking market has different performances in terms of living conditions, consumption views and Internet use.
But it is these different performances that play different roles when Internet companies enter the sinking market.
For example: leisure users, young, low income; However, Internet products have strong learning ability and high willingness to adopt early, which can play a "leader" role in products.
Sub-users with tutors and square dance aunts, with low income, high price sensitivity, love to share and less consideration of the influence of sharing, are excellent "disseminators" of Internet products in the sinking market.
As "white-collar workers" and "middle class" in the sinking market, they have high income, more leisure and strong willingness to pay, and are "consumers" of many products and contents.
Other users can explore according to their own living conditions and values.
other
In the sinking market, female users are more sensitive to price, and have a high willingness to download and participate in software or activities that can earn extra income or save money.
Subject to factors such as mobile phone configuration, the effect of APP's first-Mover advantage is particularly obvious, and it will be more difficult for latecomers of similar software to promote in first-and second-tier cities.
Education is especially important for families with children. For families with a monthly salary of 5,000 yuan, it is an example to be willing to pay 20,000 yuan for their children to attend the right brain remedial class. However, it can be seen that the position of education in the eyes of users in the sinking market still has great opportunities for educational products in the sinking market.
In the sinking market, users' leisure time is fragmented, while the overall leisure time in days is very small.
Compared with the weekly rest mode used by first-and second-tier cities, in the sinking market, it is often a month, and it is common to take four days off a month or less. Therefore, some things that require a lot of leisure time have become extravagant hopes. For example: travel, travel has also become an ideal lifestyle expressed by many users in photo exploration.
The ideal life needs sustenance, and the occasional realization can also encourage users, which also provides soil for the development of travel-related products in the sinking market.