How to build a product operation and promotion system for two-dimensional products?

The analysis in this article is mainly to understand the market and products from a holistic perspective, explore subsequent methods and approaches suitable for products and operations, and make optimization adjustments.

1. Product Interpretation

What kind of product are we

Without the help of professional equipment and talents, any user can quickly produce his or her own film and television works, or participate in the film and television production of others through the resources integrated by the platform.

Product positioning: A personalized audio-visual interactive game platform that everyone can participate in

Product interpretation: It is a tool-type product on which users can post text and dubbing, and the platform can help users generate animated short videos.

Core keywords: text to video, simple operation, low production threshold.

Product Demo:

Market area: Second dimension related market

Based on our initial understanding of the product, let us take a look at what kind of market this is and what kind of users it has. Through market analysis, we can see whether it is worth entering and conduct in-depth research on the industry.

2. Market Analysis

What kind of market is this?

Core keywords: a market with a production value of hundreds of billions, a user base exceeding 300 million, and a sunrise industry.

It is a market worth hundreds of billions of yuan. As of 2018, the user scale has exceeded 300 million, bringing an industry output value of over 100 billion yuan. With the continuous growth of the industry, the number of users and the revenue generated will continue to rise in the future.

From the perspective of user scale, 2D users are mainly divided into: general 2D users and core 2D users.

• Pan-2D users refer to those who have a basic understanding of anime and will watch movies adapted from popular comics or animations, but their energy and financial resources invested are relatively limited.
• Core 2D users refer to those who deeply love anime works, frequently visit related 2D websites and forums to view their favorite content, and spend a lot of time and financial resources on them.

According to data released by iResearch, as of 2017, the overall scale of my country's two-dimensional users reached 310 million, including 80 million core two-dimensional users and 230 million pan-two-dimensional users. The population size continues to grow, and the scale of pan-two-dimensional users is getting bigger and bigger, which has also driven the surrounding industries derived from the two-dimensional culture.

Industry understanding:

The market has huge users and output, but it is still in a state of fierce competition. Various models are still being explored by various companies. There is no unicorn in a certain segment yet. In the two-dimensional field, strong operations are particularly required (product performance, IP personality, and time accumulation), which is difficult to achieve overnight.

What are the main barriers to this industry?

Based on our understanding of the market and the initial impression we have formed on the product, let’s take a look at what needs to be improved and what needs to be paid attention to in each section at this stage of our product development...

Product business model:

After inviting some of my 2D friends to experience the product, the core common point they all gave was: they would never experience it a second time after experiencing it once.

Why can’t the product generate user enthusiasm for participation?

Only when we have a close understanding of our target users can our product gain their recognition and make them willing to use it and pay for it. So, who are our target users? What kind of behavioral habits they have is worth studying together .

3. User Analysis

Based on the analysis of the overall two-dimensional market users and combined with our product form, the main users of our products are: General two-dimensional users: They have a basic understanding of anime and will watch movies adapted from popular comics or animations, but the energy and financial resources invested are relatively limited.

The overall portrait of pan-two-dimensional users:

• Gender ratio: The gender ratio is balanced, with women slightly higher than men;
• Age distribution: The age range is mainly between 18 and 30 years old, mainly those born after 1995 and 2000;
• Occupational distribution: Among the users of ACG, the majority are students, which indirectly shows that ACG belongs to young people;
• Educational background: The educational background of ACG users is generally high, with more than 70% having high school education or above;
• Geographic distribution: ACG users are mainly concentrated in second- and third-tier cities.
• Consumption capacity: The consumption of 2D users on 2D products is basically between 100-1000 yuan per year. This is because this group is mainly composed of students with no income and their overall consumption is relatively low. But over time, the consumption potential of these users will increase day by day.
• Hobbies: They all love celebrities, internet celebrities, food, cars, and sports and fitness; the post-00s generation is more interested in TV dramas, emotions, and music;
• Catalyst habits: ACG users gather more on Weibo, followed by Station A and Station B;

4. Product Operation Status

Once the target users have been determined, it is necessary to determine the current operating status of the product so that a more appropriate operation and promotion plan can be developed based on the overall situation at this stage.

Project progress:

It can be inferred that the product is currently in the seed stage . At this stage, the focus should be on three major areas:

• Product level: Optimize product experience and find points that can form rigid needs/interest demands with users;
• Operational level: Build a preliminary operational system. Since the product is mainly a video product, at this stage, the focus should be on creating high-quality video content (to attract and focus on the first batch of seed users);
• Promotion level: focus on maintaining major application markets (expanding online platforms and doing corresponding ASO optimization) to attract more seed users who are interested in trying;

5. Competitive Product Analysis

The product is currently in the seed stage, and is in a relatively primitive state awaiting optimization, both in terms of product, operation, and team.

6. SWOT Analysis

Overall, the market prospects are good. The top priority is to improve the product's user experience and explore a suitable content operation model to gather a group of seed users.

VII. Subsequent Operation Planning

Product positioning: A fast video production tool (defined as a tool-based product)

(The specific positioning slogan can be further refined later, the key point is to convey that it is a tool-type product and weaken the social aspect)

Target users: General ACG users, mainly students aged 15 to 25

Operational strategy:

Based on the current stage of the product - the seed stage, the core focus is on product operation (optimizing product operation experience) and content operation (creating some high-quality content materials, guiding user attention, and gathering seed users);

Product Operations

• Improve the user experience of the product - guide users to operate simply ;
• Video scene-based : the real person in the photo can be virtualized into a similar animated character image;
• Rich related materials: character materials, scene materials, sound materials
• Enable multi-person dubbing , enhance participation, and facilitate invitation for interaction;
• Voice actor - that is, voice changer , this is a valuable feature for users, which can be turned into a demand that can lead users to use it multiple times and recommend it;

Content Operations

Content operation is the core breakthrough point of this product. In the early stage, we should find points that can stimulate users' interest in using it - fun is the core.

The following are the points where you can try to break through: (arranged from left to right by the technical difficulty of achieving it)

Promotion

• Improve basic promotion information: expand product launches to more application markets to increase the likelihood of being seen and downloaded by more users;
• Conduct preliminary ASO optimization for the app market;
• Focus on attracting traffic from core media channels;

Other: Team Building

the end

The above analysis is just a starting point. It would be my honor if it can bring you some inspiration.

Related reading:

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4. How to conduct user behavior analysis and improve user stickiness?

5. How to establish a user incentive system to enhance user stickiness?

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7. Product Operations: 4 Steps to Achieve Operational Growth!

Author: Weasel Secretary

Source: Weasel Secretary