1. 1? Overall Market Analysis of Recipe Application

Food, clothing, housing and transportation are the basic needs of human daily life. Compared with the other three items, "food" appears more frequently in people's lives. According to the law of human life, most people will pay more attention to the health of their own diet around the age of 30. At this time, people's diet will gradually change from take-out and canteen to cooking by themselves, so internet recipes will be useful.

"Food is the most important thing for the people", and eating is a topic that everyone has been paying attention to. With the popularity and development of the Internet, food is no longer the traditional offline communication mode, but is combined with the new era background and the Internet to show more powerful charm. The Queen of Housekeeping, Twelve Flavors, China on the Tip of the Tongue, Midnight Food Store, Chinese Restaurant and other food programs are welcomed by ordinary people. Because the main purpose is ratings, traditional food TV programs often have limited recipes, and it is difficult to match the needs of users one by one. Therefore, a full range of professional Internet recipes are very marketable.

Grain is a great cause that the Chinese nation has been exploring for thousands of years. With the advent of the Internet age, the secret recipe of the Wulin Food Association has also flown into the homes of ordinary people in a new form. From the appearance of the first cookbook website Gourmet World in 2004, to the launch of the first cookbook app Gourmet World in 20 1 1, and the emergence of more than one mainstream cookbook app in the next three years, the cookbook app market showed a steady development market pattern.

1.2 Market penetration rate of recipe APP

As can be seen from the data in the following figure, the market penetration rate of cookbook app has remained at around 3.5% in the past year, and the user scale has increased by 4.6% compared with the same period of last year. As of the last week of July this year, the market penetration rate of cookbook app was 3.7%, and the user scale exceeded 33 million.

1.3 Online time of mainstream platforms

The mainstream menu platform began to accumulate users from the PC era, and the mainstream menu platform established in the early years completed the transformation from the PC era to the mobile era. Take Gourmet World as an example. In 2004, the website was established and began to accumulate users. 20 10 with the rapid development of the mobile internet, the gourmet world has followed the trend. In March 20 1 1 year and April 201February, respectively, the gourmet world app and the recipe guide app were launched, which achieved good sustainable development on the mobile side.

1.4 analysis of profit model of recipe app

At present, the profit model of recipe app mainly includes four parts: e-commerce, advertising, data and offline courses.

The cookbook app makes the cookbook app community through early food sharing and cooking communication. After completing the early user accumulation, it gradually transits to the exploration stage of profit model. At present, there are mainly profit models such as e-commerce, advertising, data and offline courses.

Secondly, the competitive product analysis of cookbook application.

2. 1 Strategic analysis

(1) Market Overview

The data in the following figure shows that the market penetration rate of cookbook app generally does not exceed 1%. In the past year, the kitchen was in an absolute leading position, and the market penetration rate remained above 1%. On average, more than 65,438+0 mobile phones out of every 65,438+000 have installed the kitchen app, followed by bean and fruit dishes and fragrant recipes. The competitiveness analysis of this recipe app mainly takes kitchens, bean and fruit foods and Xianghe recipes with high market penetration as examples.

As can be seen from the following figure, the average DAU of the kitchen is 654.38+0.55 million, ranking first in the market penetration application of the cookbook app top5. The average DAU of Douguo cuisine and Xiangha cookbook in half a year is 506,000 and 409,000 respectively, and the average DAU in the kitchen exceeds the sum of the other four mainstream cookbook apps.

By observing the data in the figure below, it is found that the recipe apps on the market can basically meet the needs of the target users. 89. 1% users only install one cookbook app instead of several competing products at the same time, which also reflects the high degree of homogenization of cookbook apps to some extent. Nearly 90% of cookbook app users only install one cookbook app.

The data in the following figure shows that the user loyalty of the lower kitchen ranks first among the menu apps with top 10 market penetration rate, 87.5% of users have not installed competing products, followed by Xiangha menu and Douguo cuisine, and the exclusive rate of the two menu apps exceeds 80%: the lower kitchen and Xiangha menu, followed by Douguo cuisine, with a market exclusive rate of 76.5%.

From the market survey, the market penetration rate, average DAU and user loyalty of Xiachu app are higher than those of Douguocai and Xiangha recipes, and the overall market data is good, while the market data of Douguocai and Xiangha recipes are basically the same.

(2) User portrait analysis

Portrait of kitchen users

As can be seen from the following figure, 79.5% of the users of the kitchen app are women, and only 20.5% of the users are men, which is a typical "daughter country"; App preferences are mobile phone Taobao, Meituan, Alipay, Weibo and JD.COM; The model used is mainly OPPO.

Portrait of bean fruit gourmet users

Among the users of bean fruit food, 72.7% are women, 75.8% are under 30 years old, and 35.4% are 20-24 years old. App likes the same as the kitchen and belongs to the "real food" type. The favorite app is Meituan, and DIY should also examine all kinds of food.

Portrait of users in Xiangha menu

Compared with other apps, Xiangha cookbook is more like a "home cooking" base, with 35.3% of users being men. The data shows that 93.9% of users of Xiangha recipes are under the age of 35, and 87.8% of them are interested in music.

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By summarizing the above data, it is found that most food app users are women; OPPO is the most popular mobile phone brand for food app users, and four of the top5 Android models with the highest preference for kitchen users are OPPO products, indicating that most users like to share photos. App preferences are mobile phone Taobao, Meituan, Alipay, Weibo and JD.COM, indicating that such users buy online frequently.

(3) product positioning

Under the kitchen slogan: only food and love? live up to

Slogan of bean and fruit food: start a delicious life

Xiangha recipe slogan: live seriously

The slogans of the three apps are mainly based on the words "food" and "life". It can be seen that the superficial goal of this kind of app is to make users fall in love with food through cooking, but it contains the deep meaning of making users start cooking, fall in love with cooking and love life, from influencing users' behavior to influencing users' emotions and values. However, judging from the specific slogans of each app, the app in the kitchen can give people a more positive feeling and deeper connotation, while the bean and fruit dishes pay more attention to the taste of food, and the Xiangxi menu pays more attention to cultivating users' love for a better life.

The product introduction and application details of the three apps are shown in the following figure. The three apps have different styles. The introduction of the kitchen app is concise, giving people a simple and generous feeling, aiming at introducing innovative highlights; The introduction of legume fruit food is too long, introducing awards and core functions too much, but not writing its unique functions and characteristics; The Xiangha menu aims to attract customers through cash subsidies. , mainly launching recent operational activities.

(4) business model analysis

Through the early food sharing and cooking exchange, the recipe app made the recipe app community, completed the early user accumulation, and gradually transitioned to the profit model exploration stage. At present, there are mainly profit models such as e-commerce, advertising, data and paid courses. The same is true of the main profit models of the three apps. Recipe app has accumulated a certain number of users through a large number of free recipes, which has improved the user's conversion rate and departure cost. Then, we began to launch special paid courses and e-commerce business such as "market" in the kitchen, "shopping" of bean and fruit food, and "shopping mall" of Xiangha menu.

(5) differentiation strategy?

Although the users, product positioning and business models of these three recipe apps are basically the same, the development situation and main functions of these apps are slightly different at present due to the different development stages and emphases of each app. The main feature of the kitchen is its frequent activities. As a platform of UGC, holding regular activities can greatly activate users and retain old users. The kitchen has also innovated the cooking mode of "vegetable basket" and "horizontal screen mode", which greatly enhances the user experience and can be regarded as "charm demand"; Bean and fruit cuisine pays attention to the recommendation function of recipes, and at the bottom of the main page is the recommendation of user recipes. The characteristics of bean and fruit cuisine are to meet the personalized needs of users, provide personalized diets for pregnant women, children, fathers, weight loss, hypertension and other different groups, and have the functions of diet statistics and planning; Xiangha cookbook also pays attention to recommending recipes for users, but different from Douguo cuisine, the main page of Xiangha cookbook focuses on the recommendation function of short video of cookbook, and the recommendation of short video of cookbook is more than that of graphic and text of cookbook, and different paid courses are also subdivided to a great extent.

2.2 Scope layer analysis

Comparison of (1) core functions

All three apps have the functions of uploading recipes, works, searching, menu recommendation, market, paid e-books and community. But the most basic function is the menu function. As the core function of menu app, menu function is the basis for users to use this app for a long time and use other derivative functions. By comparing the pages of the three apps, we can see that all three apps have many menu functional areas, and the kitchen has also innovated the unique functions of the vegetable basket and horizontal screen mode.

(2) mall function

In terms of shopping mall functions, the lower kitchen includes baked goods, fresh fruits and vegetables, utensils, convenience foods and other 16 classified goods. It has a certain scale, and there are many comments and sales of products. Some recipes also have the function of purchasing all ingredients with one click, and the distribution efficiency is relatively high, which greatly facilitates the lives of users; There are only six kinds of products in the Douguo food shopping mall, and the product categories are relatively complete, but the product reviews and praises are average, and the size of the shopping mall is slightly smaller than that of the kitchen; There is no first-level interface for the mall function of Xiangha menu, and it can only reach the second-level interface at present. At present, there are five categories of goods in the mall, but there are no goods in the "kitchen appliances" and "selected food" sub-interfaces. It can be seen that in terms of mall functions, the kitchen has begun to take shape and the system is relatively perfect. With the integrated process of selecting recipes, buying ingredients, cooking and sharing likes, it is more attractive to users.

(3) Community function

From the perspective of community function, the kitchen is based on more users and pays more attention to the socialization among acquaintances among users, so email, collection and attention to dynamics are all people concerned by users, and there is no user recommendation. This way is more conducive to the spread of users, but the spread efficiency and breadth of recipes are not high; The community part of Xiangha cookbook and Douguo cuisine pays more attention to strangers' social interaction between users, and mainly recommends cookbooks and writers, which have a wide audience and wide spread.

Aurora Big Data is shown in the following figure. The market penetration rate of cookbook app top5 app exceeds 1 time every day, and the average daily usage time exceeds 10 minute. The time for users to stay in cookbook apps is basically about 20 minutes, including browsing recipes and shopping malls, which means that users of such apps will not stay in the community for too long. Therefore, the menu recommendation function of this kind of app should match the algorithm function, so it is recommended.

(4) paid knowledge function

The paid function exists because most free recipes are published in the name of individuals and are not authoritative and professional in nutrition collocation, health and safety. Second, because free recipes can only meet the needs of most users, but can not meet the individual needs of users, such as diet meals, nutritious meals, pregnant women's meals and so on. Such people often have special dining needs and need professional guidance. In this context, paid courses came into being.

On the whole, the paid courses of these three recipe apps are basically the same, mainly including video courses and e-books. At present, there are only video courses and e-books of Cooking in the Kitchen and Douguo, but the knowledge of paid recipes of Xiangha is only part of the video course, and there are no e-books.

(5) Social function

For community activities, users can choose to upload recipes or works, forward, comment, like and so on. And all three apps have the option of "follow the news" on the home page, so you can view the news and news of the people you want to see. And each app also has a social first-level interface.

On the personal social homepage, the function settings of these three types of apps are obviously different. There is a "mailbox" page in the kitchen, through which you can view the friends' trends that users pay attention to, but users can only add friends through search, and there is no relevant recommendation; Bean and fruit food and fragrant and sweet recipes have added many recommendation functions in the community, including recommending recipes and some topics.

2.3 structural layer analysis

The functional structure diagram of the lower kitchen app product is shown in the following figure:

The functional structure of legume fruit food is shown in the following figure:

The functional structure diagram of Xiangha formula is shown in the following figure:

By comparing the functional structures of these three types of apps, we can see that the page designs of these three types of apps are basically the same, including menu pages, social pages and personal homepages. Menu app has many functions and many paths to use, so it is difficult to list them one by one. So this part takes the user-centered menu function as an example to draw the user's path map, as shown in the following figure:

Through the analysis, we can see that the use path of the menu function, the core function used by users, is the same, and the specific differences are mainly as follows:

(1) to the menu page position.

The three apps are different on the menu arrival page, and the interface of the kitchen menu content is mainly a three-level interface, which provides a great space for the presentation of other contents on the main page; The pages of bean and fruit food and Xiangha menu reaching the menu content include two-level pages and three-level pages, mainly with two-level interface.

(2) Shopping page

Both the kitchen and the bean and fruit food have a first-class shopping page, and users can go directly to the main shopping interface, indicating that these two apps are relatively mature in shopping business. The second-class page is the main page or classification interface similar to Taobao's product page, and the connection is natural and clear. The shopping page of Xiangha menu is a small icon in the first-level page, indicating that the number and scale of shopping are small. As can be seen from the functional modules of the interface, the kitchen is the most complete shopping function among the three recipe apps.

The architecture layers of these three apps are basically the same, and the interface connection is tight and reasonable, but the design of some interfaces is slightly different.

2.4 Frame layer analysis

For the analysis of the frame layer, the experiencer needs to experience the structure and layout of the product page as a product white, such as whether the position of banner and the position setting of buttons are reasonable. The page layout should conform to the user's habits, such as putting important information in the best field of vision (when the eyes deviate from the visual center, when the deviation distance is equal, the human eye observes the upper left best, followed by the upper right, lower left and lower right. So the upper left part and the upper middle part are called "perfect angle"). Each app puts the most valuable information in the core area, for example, the icon of uploading recipes and works is in the upper left corner of the kitchen homepage, which shows that the kitchen attaches great importance to the uploading and sharing of users, which is why the number of recipes in the kitchen is much higher than other apps. The menu classification icon is set in the upper left corner of the home page, which is equivalent to the recommendation function, which is convenient for users to choose; The message icon in the upper left corner of the first page of Shanha's recipe shows that more attention is paid to the communication between users. The location of other pages and the overall layout function of the page,

2.5 presentation layer

From the interface design point of view, the kitchen app and bean and fruit food are mainly white and simple page design, while the Xianghe menu is mainly black and white, which is slightly serious.

The main page of the kitchen app is shown in the figure below. It can be seen that the whole interface is mainly simple and atmospheric white, creating a relaxed and pleasant atmosphere and emphasizing the function of users cooking with recipes. The page is simple and beautiful, without miscellaneous colors and redundant functional modules. The main function design is reasonable in both the presentation mode and flow direction of interface elements, and the shopping process is clear, simple and easy to operate, which is convenient for users to use.

As can be seen from the following figure, the interface design of bean and fruit food is basically the same as that of the kitchen, and the page style is concise and clear, with clear structure.

The menu page of Xiangha is mainly in black and white, which is slightly serious compared with the pages of kitchen and bean and fruit food. The overall interface design is also relatively simple, and the overall tonality is relatively professional.

On the whole, the interface styles of the three apps are basically the same, and they are mainly simple and generous, with reasonable pictures, words and colors. Moreover, the quality of content and pictures is also relatively high, and the user experience is better. However, the overall tonality of kitchen and beans and vegetables tends to be small and fresh, while the tonality of beans and vegetables is more professional.

Fourth, summary.

On the whole, the market penetration, average DAU and user loyalty of kitchen app are higher than those of bean and fruit food and Hunan-Harbin recipes. Regular kitchen activities in the kitchen improve the activity of users, which is also an important reason for producing high-quality UGC content. Innovative highlights "vegetable basket" and "horizontal screen mode" provide a good user experience; The market service in the kitchen has complete dishes and high delivery efficiency, providing users with integrated functions of menu, food purchase and sharing, which greatly facilitates users' lives; The style of advertising language is biased towards "network celebrities" and closer to the values of young people; Frame design and interface performance, etc. , but also created a better user experience, and so on. Some special functions of these kitchens make their market penetration higher than other cookbook apps.