Pantothenic acid product analysis report

Nowadays, there are more and more users of the two-dimensional world, and this niche group is constantly appearing in the public eye. Pantang is a community where these two-dimensional users gather. The author of this article has conducted a product analysis on it. Let’s take a look.

1. Project Description

1. Overview of Competitive Product Analysis

This document is to understand and analyze the market situation, user portraits and user demand pain points of the second dimension and compare the functions, structures and other modules of the half dimension and LOFTER, compare their respective strengths and weaknesses, and come up with improvement suggestions, so as to optimize the product structure of Pantang.

2. Product testing environment

3. Product Features

1) In Pantang, you can swipe "recommendation", "follow", "group" and "topic".

2) Users can create their own "topics", participate in other people's "topics", and interact with their favorite authors!

3) As an original content producer: When inspiration strikes, record it in “Dynamics”. Pantang also adopts a reward mechanism for original content.

4. User Group

1. Core enthusiasts (high participation, high consumption group): People who desire to have a real bond with "paper people". This group is mainly composed of people born in the 1990s, most of whom are unmarried and like the company of pets.
2. Two-dimensional users (anime fans): people who appreciate traditional Chinese culture and pursue the collision of classics and trends. They are mainly born in the 1980s and are evenly distributed in new first-tier to fourth-tier cities.
3. Pan-2D users (ACGN enthusiasts): They use the 2D world to express their own beliefs and show their own personality. They regard the 2D world as a carrier for expressing aesthetic ideas and pursue beautiful spiritual fantasies. They are mainly aged 15-29 and have strong spending power.

2. Industry Analysis

1. PEST Analysis

P (Policy):

The rapid development of the two-dimensional industry in recent years is inseparable from the support of government policies. Over the past decade, national units at all levels have continuously increased their support for the animation and two-dimensional industry, supporting the industry's accelerated development from a policy level. Since 2004, when the State Administration of Radio, Film, and Television issued a policy to ban the broadcast of imported animations during prime time and supported the development of the domestic animation industry, the State Council, the General Office of the CPC Central Committee, the Ministry of Finance, the Ministry of Culture, the State Administration of Radio, Film, and Television and other units at all levels have continuously increased their support for the animation industry, especially the domestic original animation industry.

In the "Classification of Strategic Emerging Industries (2018)" published by the National Bureau of Statistics, animation is listed as a strategic emerging industry; in addition, the "Cultural Development and Reform Plan of the Ministry of Culture during the 13th Five-Year Plan Period" proposes: to promote the marketization, internationalization and professionalization of key cultural industry exhibitions such as the China International Internet Culture Expo and the China International Cartoon and Game Expo; to support the creation, production and promotion of original animation, and to cultivate national animation creativity and brands.

E (Economy):

Investment and financing rounds of the two-dimensional industry in the past three years

Data shows that angel round, Pre-A round and A round investments account for 80%, among which angel round and A round investments account for a relatively large proportion, indicating that the companies to be financed have already reached a certain scale, and the entire two-dimensional industry has left the initial development stage and entered the mature stage.

S (Social):

Statistics of the Second Dimension Community from 2017 to 2018

The main population of the two-dimensional world is concentrated in the post-80s, post-90s and the emerging post-00s. The childhood of those born in the 1980s was accompanied by Japanese anime, such as "Slam Dunk", "Dragon Ball", "Doraemon", etc. However, Japanese anime was banned by the country during their adolescence, resulting in a lack of access to this genre for most of those born in the 1980s. Although those born in the 1980s who have grown up are now distributed in various industries in society, the anime gene still exists, and most of them are also general two-dimensional users.

The post-90s and post-00s groups are mostly exposed to domestic animation, such as: "The Legend of Qin" and "Dinghai Fushenglu". Kuaikan Comics has more than 500 contracted cartoonists and nearly 300 works with over 100 million views. Now they absorb a more diverse two-dimensional culture and are more willing to pay for their favorite two-dimensional culture.

T (Technology):

AR technology is a new technology developed based on virtual reality, also known as mixed reality. Previously, the combination of AR and motion capture technology allowed the five singers of "AND.1l" to communicate with you "Face to Face" in a real environment! The birth of the "AND.Il" two-dimensional virtual goddess group also represents a major breakthrough in the exploration of AR technology! AR technology is an effective boost to the two-dimensional market. In addition, for animation, the maturity of animation software and computer animation technology will improve the industry's production capacity and ensure the richness of content.

2. Business Model

advertise:

Collaborate with anime characters to embed the products you want to market in a light-hearted and humorous way.

For example, in the opening of each episode of "Heaven Official's Blessing" which is exclusively broadcast on Bilibili, the protagonists Xie Lian and Hua Cheng hold Chun Zhen and say the slogan: Full of white peach fruit grains, the blessing is all from the heart; in "The Grandmaster of Demonic Cultivation" which is exclusively broadcast on Tencent, the protagonists Lan Wangji and Wei Wuxian hold Cornetto and say "Cornetto is given to you by your blue friend" in the opening of each episode. According to the head of an animation short video team, the current quote for advertising placement in animation short video works ranges from 100,000 to 500,000 yuan. They utilize the fan effect of two-dimensional virtual characters and use advertising placement to achieve the purpose of bringing in goods.

Virtual Currency:

Some platforms use virtual currency to realize knowledge payment. The platform sets paid content, and users recharge virtual currency to read or reward authors. After the currency rewarded to the author is converted into actual amount, the platform will make a second commission from the author. The commission for the author who has signed the contract is lower than that for the author who has not signed the contract, for example: Cool Dimension

Mall:

With the increasing expansion and maturity of China's online market, the overall market size of the two-dimensional industry will reach 100 billion yuan in 2020. The consumption level of two-dimensional users is relatively high. They set up shopping malls within the products to sell some novels, books, and some peripheral products derived from animation, comics, and games.

For example: LOFTER's Lehu Market, where you can sell all kinds of books, stationery, pure love novels or IP peripherals.

IP derivatives and authorization:

The core of the two-dimensional industry is IP content. For two-dimensional enterprises, it is necessary to open up a derivative market for two-dimensional IP. Many popular IPs now authorize games, peripherals, advertisements, etc., and use these channels to achieve profitability.

For example, the popularity of Qin's Moon has led to the sales of role-playing games and peripheral products derived from it reaching 10 million.

Summarize:

IP licensing creates greater value for excellent works, and the increasing maturity of the IP model will accelerate the realization of cross-border integration of pan-entertainment. In recent years, many clothing brands such as Uniqlo have also launched anime co-branded products to lead the fashion trend, such as: Gintama, Naruto, and One Piece. It is understood that this co-branded product is absolutely limited in quantity, and once it is sold out, it will never be restocked. This is probably the reason why so many people flock to grab one. The limited edition theme always hits the consumers’ strongest desire to buy.

A report by CITIC Securities shows that the output value of China's two-dimensional market has exceeded 250 billion yuan. Even those born after 2000 who don’t know these cartoon characters may follow the trend and buy them because of the two-dimensional world. This better illustrates that the two-dimensional culture is becoming more and more accepted by the public. In general, the current business model of the domestic two-dimensional industry still has a lot of room for imagination thanks to its huge user base.

3. User Analysis

1. Purpose

Through user attributes, we can explore the essential needs of users and derive core functions; secondly, we can use user scenarios to analyze user pain points and extend special functions.

2. User Tags

Data from: iResearch Index

Data source: iiMedia Data Center

Summarize:

It can be concluded from the iResearch Index that women account for a large proportion of the two-dimensional users, reaching 52.35%, which is consistent with the population distribution based on the information released by Pantang; data shows that the scale of China's two-dimensional users has grown well, from 158 million in 2015 to 332 million in 2019. In 2020, the scale of China's two-dimensional users reached 370 million, and reached 403 million in 2021. In recent years, more popular IPs have become popular with the public: such as The King's Avatar, Heaven Official's Blessing, and Defective Products. These popular IPs have driven the two-dimensional market, making the two-dimensional market show an upward trend.

3. User Conduct

How ACG users express their favorite authors

The ways in which animation users express their support for a work can be mainly divided into interaction and consumption. In terms of interaction methods, liking and following are the most basic and common ways of interaction for users. Secondly, users also often participate in discussions on anime content that they are interested in and pay attention to the derivative content of the works. In terms of consumption types, users have the strongest demand for anime-related products, followed by rewarding authors and paying for content. It can be seen from user behavior that current users have a stronger awareness of payment knowledge and are willing to pay for what they like.

The proportion of ACG communities and communities frequently used by users in 2019

94.6% of anime users visit the two-dimensional community, with needs such as reading fan works, socializing with like-minded people, sharing gossip, and communicating closely with experts. 2D communities such as bilibili, Kuaikan Comics, and Banciyuan, as well as social media such as QQ groups and WeChat groups, especially the ghost videos on Bilibili, are interesting. Banciyuan meets the needs of 2D users for Cosplay exchanges and the rich comic resources of Kuaikan Comics. 2D users are more concentrated, and it is a community where animation users are frequently active.

Consumption amount by age group

Second dimension group statistics

According to statistics, the main force of the two-dimensional group is those born in the 1990s and 2000s who are under the age of 30. The consumption concept of the young people born in the 1990s and 1995s is different from the "selective consumption" of the people born in the 1970s and 1980s. They use a fixed portion of their income every month to satisfy their own interests and hobbies. According to iResearch's "The Development of Post-95s in 2018", satisfying their own interests and hobbies is the main expense of post-95s besides necessary consumption such as food and clothing. It can be foreseen that as post-95s gradually enter the society and their personal disposable income increases, their strong consumption capacity will soon be released.

4. User scenarios

Summarize:

Content Publisher:

1. Troubled by piracy, original copyright cannot be guaranteed

Content Consumers:

1. Due to restrictions on the content of the subject matter, some groups cannot accept it and cannot speak freely.

2. There are my favorite fictional characters and I want to continue reading their stories, but unfortunately the big publishers are not producing them and the content on other platforms is scattered and of low quality.

3. Figure enthusiasts are unable to purchase their favorite figures due to economic constraints; there are no figure exhibitions due to regional and time constraints.

4. Pantang content publishing process

5. Competitive Product Analysis

1. Strategic level analysis

Summarize:

From the perspective of product positioning, Pantang, Banciyuan and LOFTER are all two-dimensional social communities, but they meet different user needs. Because the two-dimensional world includes anime, comics, games, and novels, different products have different focuses. For example, Pantang presents article content in the form of light novels. Compared with Banciyuan and LOFTER, Pantang focuses on secondary creation, providing a platform with free themes for secondary creation enthusiasts.

From the perspective of business model, the three products have different profit models because of their different content focuses. Pantang is mainly based on shopping malls and UGC rewards, while Banciyuan is more active in organizing activities because COS enthusiasts gather here, mainly in offline comic exhibitions. LOFTER is the largest ACG enthusiast in China.

2. Scope layer

Summarize:

Compared with Banciyuan and LOFTER, Pantang still needs to be optimized in some details. For example, when meeting like-minded friends, a new function of adding friends can be added, and ordinary users can shoot videos by themselves and publish and share them. In comparison, influenced by the user group, LOFTER's functions are relatively complete.

3. Structural layer analysis

Pantothenic acid APP structure diagram

Analysis: The Pan Tang APP consists of five major functional sections: Home, Circles, Releases, Messages, and My. The subdivided sections on the homepage revolve around the two-dimensional CP, providing users with articles, videos, comics and other content, providing users who like the two-dimensional CP with rich "high-sugar" content. As a platform that focuses on UGC, Pan Tang has enriched its publishing format and provided users with a variety of article formats. Users can conceive their own content frameworks through different forms, which improves the user experience.

Half Dimension APP structure diagram

Analysis: The homepage of Banciyuan brings together many ACG enthusiasts including Cosers, illustrators, writers and other creators. Compared with the content of articles, Banciyuan focuses more on videos and pictures related to Cosers. By publishing daily posts and showing their own dressing effects, they achieve the purpose of making friends with like-minded people.

LOFTER APP structure diagram

Analysis: LOFTER consists of five major sections: Home, Discover, Release, Market, and My. LOFTER wants to create a light blog and photography-oriented social network. Its channels will push interest communities that we are concerned about based on personal preferences of users. Because LOFTER users have relatively high requirements for content quality, the entire community is permeated with a very strong artistic atmosphere.

Summarize:

The three software are similar in structure but different in style. Pantang focuses on the two-dimensional group who likes to ship CPs, and its content is mainly fan fiction; Banciyuan focuses on the two-dimensional group who likes COS, and its content is mainly real-person COS photos or videos; LOFTER has diversified interest communities and a highly aggregated community culture. Compared with Pantang and Banciyuan, its content is richer and its user group is wider, including photography enthusiasts, fashion enthusiasts, travel enthusiasts, etc.

4. Product comparison

Home page comparison:

Commonality: Simple top classification

Differences:

1. Compared with Banciyuan and LOFTER, Pantang does not have "Discover this section". The content of the Discover section is presented in the homepage recommendation. Pantang not only has a top navigation on the homepage, but also adds a filtering function to each module in the top navigation. Because Pantang’s slogan is to support originality, it has separately subdivided the section for original writers when displaying content. In order to meet the purpose of users entering the APP, Pantang also added a search box at the top;

2. In terms of visual impact, the page of Banciyuan is clearer and simpler. Due to the different design style of LOFTER, the homepage of LOFTER is more targeted - the content of authors that users are concerned about.

3. From the page layout point of view, the content of Pantang is presented in a left-right structure, while that of Banciyuan and LOFTER is presented in a top-down structure.

Community comparison:

Common points: Search functions have been added to the communities, and posts can be made directly in the communities.

Differences:

1. Pan Tang divides the community header module into three sections: latest replies, latest releases, and essential content, allowing users to conditionally filter the content they want to see. In addition, Pan Tang also displays the more active users in the community below the community avatar, which is convenient for new users who want to communicate but cannot choose. Relatively speaking, Pan Tang's page is the simplest and most intuitive.

2. The Banciyuan interest community has a community introduction and related announcements at the beginning. Banciyuan pays great attention to its own platform environment. There are related tags under each post in the community, and users can filter content according to the tags.

3. LOFTER's community is in line with its minimalist style. It does not display too much post content, but only presents the post cover and title on the community level page. If users want to see specific content, they need to click again to enter. It has a good visual effect, but the operation is a bit cumbersome.

6. SWOT Analysis

【Advantage】S

• A large amount of UGC original and popular content
• No spam ads
• Innovation in published content: using personalities.

[Disadvantage] W

• The product was launched not long ago and the user base is small
• The user group is concentrated, not a mass product
• The traffic is small and cannot be monetized.

【Opportunity】

• The country’s support for the two-dimensional world.
• The domestic AGC group of post-90s and post-00s is growing and can attract more users
• The concept of paying is becoming more and more popular, and more people support original creation and pay for it

【Threat】T

• Market competitors are more popular, such as LOFTER and Banciyuan.
• Piracy is rampant

Summarize:

Judging from the market conditions, the scale of China's two-dimensional market is constantly expanding. With the support of national policies, the improvement of people's living standards and the continuous improvement of technology, the two-dimensional market will have great room for development.

From the user analysis, more and more people born in the 1990s and 2000s are entering the two-dimensional world. No matter whether it is the general two-dimensional world or the core two-dimensional world, they are willing to pay for what they like, especially the recent rise of domestic animation, which has led to a series of peripheral products.

From the perspective of competitive product analysis, compared with Banciyuan and LOFTER, which have a larger user base, Pantang still has a lot of areas to improve, such as interface optimization, absorbing more resources to attract users, and meeting the diverse interest needs of more users.

VII. Risk Analysis of Pantothenic Products

1. Difficulty in producing high-quality content

Imitation and following trends are becoming more and more serious. Many authors are not creating with their heart, and there are more and more bloody and meaningless plots, which leads to a rapid decline in the quality of content on the platform.

Countermeasures:

The platform has set up a qualification review mechanism for knowledge producers. Shared content needs to be approved and registered. Whether they are qualified to answer questions will be determined based on their education level, occupation and other factors. The platform strengthens the role of gatekeepers, intensifies the screening and control of knowledge, and prevents the spread of low-quality knowledge.

2. Copyright issues

As more and more content is produced, more authors can't find inspiration, so plagiarism becomes more and more serious. If the vicious environment cannot be dealt with, it will greatly dampen the creative enthusiasm of original authors.

Countermeasures:

The platform has clarified the definition of infringement, increased supervision of published content, and made the review more stringent. Once infringement is discovered, the author will be contacted immediately to remove the content, and the plagiarizing author will be punished accordingly based on the nature of the author. For example, PGC will require a fee penalty, and UGC will be restricted from publication.

3. The user group is relatively single

Currently, the topic communities on the platform are mostly dominated by female original characters, and the groups are relatively concrete and single, which makes it difficult to expand the user base.

Countermeasures:

The platform needs to enrich its content. At present, the core users of Pantang are those who like CP and read fan fiction. In order to deepen the communication of the two-dimensional world, the content must first avoid homogeneity and segment users from four sections so that users can accurately find their own circle. For example, for a fan of two-dimensional mobile games, we can recommend anime-based games such as Genshin Impact and Honkai Impact 3.

Summarize:

From the perspective of the content of two-dimensional products, if you want to make good two-dimensional products, you must consider: accurately positioning the crowd, understanding user psychology, reasonably dividing circles, and ensuring UGC output.

The two-dimensional communities currently on the market, such as GACHA, Banciyuan, and JUJU, have divided the circles too finely. Just like Pantang, overly detailed divisions are a kind of closure for social interaction, and most circles cannot create an atmosphere of communication. At present, Pantang’s development stage is still mainly in the "lowering of thresholds". How to lower the threshold for users to generate content and increase the output rate of high-quality content is an important development direction in the future. How to use existing resources to achieve user growth through operational activities is also a current problem.

Author: 7 Orange

Source: 7 Orange