Owner? Shouyi product analysis report

The owner has gathered 3000+ craftsmen, and the daily active users are nearly 1.7 million. This paper will discuss how the owners promote craftsmen by focusing on the analysis of user needs and version iteration.

I. Product Overview

1. Product Preface

Product name: owner? First artist

Product version: 3.6.6

Operating system: ios 10.2. 1.

Network environment: wifi

2. Product introduction

Dongjia, the new home of 3000+ keeper artists, gives you the best craftsmen and the most special handicrafts; Let China combine traditional and modern life, let oriental aesthetics and elegant life return again, and let inheritance become the trend.

A craftsman communicates with "people who know him" and sells his works by uploading his own artifacts. Users get to know craftsmen through the platform, understand the stories behind the works and find the objects they really like; Among them, the owner promoted craftsmen through packaging such as craftsman records and live broadcasts, which promoted the collision between the two C-ends.

3. Product slogan

Let inheritance become a trend, and craftsmen with temperature make apps.

Second, the market analysis

The popularity of craftsmen continues to climb-from the trend of Baidu index, the search index of 20 1 1-20 15 craftsmen continues to climb.

At present, there is no strong competition-Wow Net, Rare Goods Street and Nautilus market are all dominated by handicraft e-commerce, which is different from the breakthrough of craftsmen led by "Dongjia".

Grasping "internet plus Handicrafts"-In the era of "internet plus", the traditional cultural industry is undergoing changes, and the traditional handicrafts and single consumption patterns that were suppressed in the past are changing to the era of multicultural creativity and mobile Internet. It is a good opportunity to "shuffle" integration and promotion;

In addition to the "Dongjia" APP, in recent years, a number of Internet platforms such as "Craftsman" and "Time-honored Brand" are also helping traditional handicrafts touch the net, allowing traditional handicrafts to enter more consumer lives. However, Dongjia's share in this field has been much higher than that of its peers, and it has grown into the largest craftsman e-commerce platform in China, bringing traditional established artists and old businesses to the Internet to develop new markets and business opportunities.

Third, the user composition and demand analysis

1. User composition analysis

Owner? The users of first-time artists are mainly concentrated in first-tier cities, mainly men, accounting for 6 1.68%, much higher than female users. This is related to the nature of the product. Men love traditional culture more and pursue quality of life more.

The research report of Ali Research Institute shows that the buyers of handicrafts are generally "post-80 s", followed by "post-90 s", and there are few buyers over 50 and 60 years old; Internet platform has tapped more young consumers for traditional handicrafts, let more young buyers understand and pay attention to traditional handicrafts, and promote the rejuvenation of consumer groups for twenty or thirty years.

2. User demand analysis

The mainstream users on "Dongjia" are mainly fans who recognize oriental aesthetics and traditional culture. On the platform, they mainly learn about craftsmen, visit or buy handicrafts. The core users of "Dongjia" are highly active craftsmen, who play the role of guiding leaders in the platform.

The demand of craftsmen is that their works can be seen, recommended, appreciated and purchased by more users. In the platform, craftsmen naturally have the need to communicate with fellow villagers through their own works. For the craftsmen themselves, they also hope to get more attention in the platform. In addition, the process of creation is a demanding behavior, and the process of handicraft production is tedious and long, so craftsmen need good experience to show their works.

As an ordinary user, the demand for browsing works can be divided into two categories: attention demand and recreation demand. A comprehensive handicraft platform with a wide range of contents, each user has his own field direction and taste. Therefore, first of all, users need to be able to quickly screen and read works that meet their own interests. Secondly, they need to have a deep understanding of these works and give play to their initiative, such as attention. The demand for leisure is to find an interesting craftsman and utensils casually and understand them in a simple way. In addition, it is necessary to communicate with craftsmen in a targeted manner.

According to the needs of users to display and browse works. First of all, we need to explore high-quality craftsmen and artifacts, which stems from the core needs of ordinary users.

Due to the comprehensiveness of the handicraft platform, as mentioned above, each user has different preferences. Therefore, the platform itself needs to show different users what they are interested in through recommendation mechanism and attention mechanism, which can not only reduce the cost of users looking for content, but also form a small community for each field imperceptibly, bringing users in this field together.

Artisans are the core users in the platform. In order to meet the needs of craftsmen, the platform needs to have a perfect work display mechanism to show the works to users in the same field, so that high-quality works can be seen by more users. The quality of works has little to do with users, and in the display mechanism, the quality of works must be greater than the reputation of users. At the same time, the platform also needs to give writers a good experience of displaying their works, and they can rely on the experience to attract more craftsmen.

Fourthly, product iterative analysis.

1. Product iteration record

In the first stage, the products of V 1.0-v2.03 mainly display information and build a social platform around craftsmen and users. In five months, through internal invitation and directional visit, Dongjia won 1 0,000 seed craftsmen; Through popular market ranking, WeChat WeChat official account, friend recommendation and other applications. , Dongjia obtained 65438+ 10,000+registered users and 6000-day live users.

In the second stage, V3.0 and above, products will cut into e-commerce from the social field. Starting from the version of 1. 1, the private letter inquiry purchase and the corresponding auction activities held in the community later laid a good foundation for the e-commerce model.

2. Important version analysis

(1) Owner? First artist V 1.0 version

Product positioning: a community specially built for craftsmen and craftsmen.

Product structure:

Main functions:

Publish: Users can publish their own artifacts through the Publish function. For craftsmen, it is a channel to show their works; For ordinary users, they can publish their favorite artifacts and analyze them with people who know them, which enhances their sense of participation; For the platform, it is a channel to find excellent craftsmen.

Tagging: Tagging is a good classification method under the premise that the platform cannot control the categories of craftsmen's goods. Conducive to gathering like-minded people. Users can pay attention to the tags and learn the latest content. And that viscosity of the product is improve.

Product idea: Use early seed craftsmen to attract core users of products and discover more excellent craftsmen by showing craftsmen. The version of 1.0 is mainly to discover more excellent craftsmen.

(2) the owner? Shou Artist V2.0.3 Edition

Product Description: The largest handmade platform for craftsmen in China, with thousands of craftsmen stationed! Master Shou takes you to appreciate the quintessence of the country, makes friends with craftsmen, makes you fall in love with the literary lifestyle, and makes inheritance a trend together. The number of shroud artisans has been settled by thousands of ingenious shroud artists. There are new works every day, and many colleagues participate in the discussion. With a ingenuity, a stitch and a thread, a moment, and a high-definition big picture, you can feel the persistence and pursuit of ingenuity. There are nine categories and nearly 100 sub-categories of Yi Yun craftsmen's works. Let these ingenious works cover all aspects to make your life better.

Product structure:

"Fang" becomes a "discovery" page, and craftsman recommendation is added to the classification details. It can be seen that this version focuses on promoting craftsmen.

Functional changes:

Subtract the label function. A large number of craftsmen have been accumulated at this stage. The categories of craftsmen also tend to be stable. Therefore, it is more beneficial to the management of craftsmen and craftsmen to remove the "label" and increase the "classification" function. At the same time, it can also meet the needs of users to quickly screen and view craftsmen and works that meet their own interests.

The function of craftsman certification is increased, the threshold of craftsman certification is raised, and the quality of craftsmen is guaranteed.

Add "Dongda Craftsman Magazine", introduce the stories of craftsmen in the form of magazines, package craftsmen, make them "star" and attract more followers.

Add "activity page", and the activity operation is mainly to promote Racine.

Product idea: the focus of V2.0 version is to promote packaging craftsmen and attract new users through high-quality craftsmen, craftsmen and operation activities.

(3) the owner? Birthday birthday version 3.6.6

Product structure:

E-commerce function has been added since version 3.0, and auction and on-site auction have been added in subsequent versions in combination with the difficulty of mass production of handicrafts; At the same time, constantly optimize the experience of craftsmen to display their works.

Let's analyze the role of promoting craftsmen and optimizing works.

:: Artisans' Annual Report

(1) The Chronicle of Artisans tells the story of artisans or artisans in the form of magazines.

(2) At the bottom of the article is the basic information of the craftsman, which can be paid attention to or shared, thus forming a transformation.

(3) The list of craftsmen's records is in the form of waterfalls, but craftsmen's records have accumulated a lot of contents, and craftsmen can be classified according to their categories.

* Dongjia Crowdfunding

Owner crowdfunding means that craftsmen launch crowdfunding to users through the owner platform to support their own creation, and users can get discounts or discounts such as craftsman spirit through crowdfunding.

Advantages of crowdfunding business model

(1) can lower the financing threshold, effectively promote craftsmen's entrepreneurship, and realize the crowdfunding concept of "all people raise funds, brainstorm and take risks" while accumulating experience and contacts.

(2) It can stimulate the innovation of craftsmen and narrow the distance between craftsmen and users.

Functional structure

Record the craftsman's process and environment in the form of video, and tell the crowdfunding project in the form of stories. Let ordinary users know more about craftsmen and works. Deepen exchanges between the two sides. Users can view the project progress in real time, making the project transparent. Some project benefits can also provide users with free offline visits.

* Live broadcast from the owner

● Popular live broadcasts and star craftsmen, mainly live auctions. Star craftsmen are divided into daily continuous live broadcast and weekly classified fixed-point live broadcast. Fixed-point live broadcast can increase the stickiness of users and improve the activity of products.

● On-site details page Click on the craftsman information to enter the craftsman details page for more information. It is suggested to add attention function.

● Interactive mode: Click on the label category bar at the top to quickly go to the corresponding position, that is, show more content on the same page to meet the diverse needs of users and help users quickly jump to the content they want to see.

● Featured topics and more playback are mainly recorded and broadcast, and the content is related to craftsmen, and there is no auction.

● The live broadcast details page includes basic information of the craftsman, attention to the craftsman, video introduction and video. In order to achieve the purpose of promoting craftsmen.

Verb (abbreviation of verb) abstract

(A) Iterative summary

"What is the shopkeeper looking at? The iterative process of the whole product of "Shou Yi Ren" starts from the initial craftsman community to find the needs of more seed users. From the initial craftsman socialization to craftsman promotion to e-commerce, we have been polishing products and content around the characteristics of the craftsman industry.

All this is based on the profound understanding of craftsmen, and the understanding of users directly affects the development direction of products.

(2) Summarize the ways to promote artisans.

Proper packaging makes craftsmen more attractive.

The works are displayed in a variety of ways, such as live broadcast, crowdfunding and pit gambling.

Perfect classification system, decentralized, drainage for different craftsmen.

Newcomers please give more advice!