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An analysis of Zhou Bianyou's experience
I. Market size

In 20 14, the online Zhou Bianyou market in China was RMB 665 1 100 million, accounting for 20.0% of the online holiday tourism market in China. With the rapid growth of residents' demand for holiday tourism, China will enter the stage of leisure tourism, tourism consumption will become normal and frequent, and the market share of online Zhou Bianyou will continue to increase. It is estimated that it will reach 33.0% in 20 17, and the market scale will reach 265 10 billion RMB. With the implementation of the "short vacation" policy on Friday afternoons and weekends, Zhou Bianyou with short time, short trip and high quality will develop faster and be more popular with consumers.

Note: The above data comes from Analysys think tank.

Second, the characteristics of Zhou Bianyou

Online travel time in Zhou Bianyou is weekends, holidays, vacations and non-working hours. The travel time is generally 1-3 days, and the transportation distance is generally within 300Km. Per capita consumption is relatively low, and consumers travel more frequently, showing obvious characteristics of short frequency and fast speed. At the same time, Zhou Bianyou's product structure is simple, and the problem of information asymmetry is small, so Zhou Bianyou's business is mainly based on tickets+hotels+self-help tours.

Third, the product form.

Online Zhou Bianyou products mainly focus on tickets, accommodation, catering and entertainment activities, and are packaged with two or more items as the core products, and then integrated into various peripheral ways according to users' needs, such as parent-child tour, couple tour, hot spring tour, farmhouse music and so on. , for precise marketing.

Fourth, user characteristics.

In terms of age distribution, users aged 25-30 account for the highest proportion, reaching 30.5%, followed by users aged 365 and 438+0-35, accounting for 23.2%; The proportion of minors and users aged 56 and above is significantly lower than that of other age groups. White-collar workers aged 25-35 are in the rising stage of their careers, and their work is busy, and their income is not as good as that of users over 40 years old, so their time and budget are relatively tight. Therefore, Zhou Bianyou products with short frequency and fast frequency meet the consumption demand of white-collar workers of this age.

Note: The above data comes from Analysys think tank.

Judging from the travel habits of Zhou Bianyou, the proportion of two people traveling together is 67.49%, followed by three to five people, accounting for 20.76%. It can be seen that online Zhou Bianyou products are mainly used by couples and families, so the supply of products such as couples' tours and parent-child tours should be improved in terms of product composition.

Judging from the single consumption amount, the unit price of Zhou Bianyou products is mainly concentrated in the range of 300-900 yuan, accounting for 5 1.6%. Zhou Bianyou products can increase the proportion of products with customer unit price within the range of 300- 1000.

Note: The above data comes from Analysys think tank.

Verb (abbreviation of verb) APP product analysis

Time: 2065438+February 23, 2006

Operating system: nubia UI V3.0.8 (Android 5.0.2)

Positioning city: Guangzhou

Start (software version: 5. 1. 1)

Home page: The page layout is divided into seven parts: photo carousel, classified entry, daily check-in, recommended activities, limited group purchase, destination recommendation and hot topics.

Photo carousel: it is divided into four activities: Guangdong flower viewing season, climbing to pray for blessings, good style spring and slimming in early spring. The themes of the four activities are all related to spring, which has strong timeliness, timeliness and appeal to users.

Classification entrance: the classification entrance adopts grid navigation, and is divided into two pages in layout, including hot springs, parent-child, landscape, farmhouse and theme pavilion. , and classified ten kinds of tourism products, which is convenient for users to search and screen according to their needs. The classification entries of two pages need to be switched by sliding, and the switching guidance is hidden. For users, the classification guidance on the second page is not convenient enough. The classification description of heaven is a bit abstract, which is difficult for users to understand. After entering the classification, the connectivity of content is poor compared with other classifications.

List page: after entering the classification, the content is presented in the form of graphics, highlighting the price discount, marking the position below the title, and adding the sorting function in the upper right corner. Compared with other apps, it lacks more detailed functions such as location, distance, user rating and sales volume to further help users make decisions, and it also lacks the function of user collection, which is not conducive to users' next search.

In the sorting function, the sorting method of the lowest price is not completely sorted by price when displayed.

The characteristics of users in Zhou Bianyou show that users are sensitive to price, so we can consider adding the function of price range, and the implementation methods can be diversified.

In terms of content supply, taking hot springs and parent-child tours as examples, 1~200 yuan mainly includes tickets, so there are more products; The main package is mainly concentrated in the price range of 200~800 yuan, which basically conforms to the characteristics of users in Zhou Bianyou.

Daily sign-in: The purpose of the daily sign-in system is to improve DAU, increase the frequency of users opening apps and improve user stickiness. The daily check-in part of departure takes one month as the cycle, the first check-in score is 15, and the continuous check-in score is 5 points on the basis of the previous day. This sign-in system does not guide and explain the function, use and consumption mode of points, nor does it have the entrance to integral mall, nor does it explain the redemption of points. As a user, I have no reason to sign in every day. As a travel APP, users pay attention to the APP mostly before weekends and holidays. Can the check-in method be changed to Friday to Sunday, two days before holidays?

Content details page: There are three navigations of product, details and evaluation at the top of product content, and a share button is set, but the collection button and share are merged in the function in the upper right corner, which is too hidden.

On the commodity page, after opening, you can enlarge and display the top commodity picture through the horizontal screen; In the middle of the page, a map positioning navigation portal is introduced, through which you can enter the third-party map navigation module and weather module, which provides decision-making basis for users' time arrangement. The purpose of the date column is to display different prices when users choose different dates, but it doesn't seem to have much effect here. The default date is infinite. After clicking on the reservation, you still need to confirm the date, which does not provide convenience for users to place orders and choose dates, but distracts users' attention.

The details page is further divided into two pages: all pictures and graphic introduction. The graphic introduction page describes the scene of the product experience through words, and recommends the scenic spots around the destination and the recommended itinerary, but the text description is not detailed enough. The pages of all the pictures are basically the same as those in the graphic introduction, and the size is slightly larger than that in the graphic introduction, but they do not have the function of clicking to enlarge. When users click on the details page, they pay more attention to the detailed introduction of the product, but when they want to leave, they will open all the pages of pictures by default, which is obviously less attractive and less decisive than graphic introduction.

There is no customer service and no q &;; An entrance, the customer service entrance is moved to the order page, which is inconvenient for users to answer and guide their questions, resulting in losses.

Hot topics: The main topics are three hot topics. Personally, we should use hot topics to enhance word of mouth and strengthen the richness and playability of its content. Copywriting needs to make users feel excited and closer to their hearts. It may be better to write from the perspective of sharing, not just recommending products.

Abstract of intransitive verbs

The starting point APP is very clear in product positioning, and mainly operates in the mode of Zhou Bianyou+sale. By integrating and packaging multiple products and reducing prices, users can effectively stimulate their travel decisions.

Advantages: The classification entrance is set reasonably, which is more in line with the basic attributes of Zhou Bianyou users. The products are rich in content and can meet the needs of different users; The source of products is located in the middle and high end, mostly 200- 1000 yuan boutique package, with high cost performance; The activity design has obvious timeliness, is suitable for festivals and seasons, and is updated frequently. The positioning function is set in the upper left corner to provide manual address selection, which is convenient for users to make decisions. Introducing the destination weather system into the address navigation page can better help users plan the time and win the reputation for the products.

Disadvantages: the product list page lacks likes or favorites, which is not conducive to user participation and attention, and there is less interaction. The hidden pages of some interactive functions are deep, and the cost for users to find and use them is high.