2019 Mayu APP product analysis report!

1. Product structure analysis

1. Product Structure Diagram

1. Product usage flow chart

Recorded flow chart:

Flow chart of casual social interaction:

Shopping flow chart:

Flowchart for obtaining scientific knowledge:

2. Market Analysis

1. Defining the Market

1.1 Market Boundaries

Mayu is a women's health product that integrates tools, community and e-commerce. Its target users are women aged 15-44 who are concerned about their physical health. With the menstrual period recording function as the core, a community function is added to provide a communication platform for women, and a mall function is added to provide preferential shopping guides, providing a full range of services for women in various stages of life, such as menstrual period recording, pregnancy preparation, pregnancy, and parenting.

1.2 Market Space Estimation

Mayu’s target users are mainly young female Internet users with middle to high income levels, mostly located in third-tier cities and above, and aged between 15 and 35 years old.

According to the 42nd "Statistical Report on the Development of Internet in China": There are approximately 591 million urban Internet users in my country, among which young women aged 15-35 are the main target users, so the market space is approximately 80 million.

1. Market Analysis

2.1 Data Overview

In 2018, the total number of monthly active users of Mayu was approximately 23.4462 million, while the total number of monthly active users in the women's health industry was 30.1618 million. Mayu's market share ranked first in the industry.

In terms of user activity, Mayu's average daily active users are about 4.4584 million, the average daily startup times are about 9.5517 million times, and the average daily usage time is about 855,000 hours. Its user activity still ranks first. However, from the perspective of user stickiness and user satisfaction, Mayu ranked only second, with an average daily launch frequency of 2.3 times per person, while the first-ranked Dayima had 3.1 times; the average daily usage time per person was 5.2 minutes, while Dayima had 6.1 minutes.

It can be seen that looking at the entire women's health market, Mayu performs well in terms of user activity and market share, but is slightly lacking in user stickiness and satisfaction.

Comparison of activity of competing products (Analysys Qianfan)

Comparison of industry monopoly rates (Analysys Qianfan)

User stickiness comparison (Bida Data)

User satisfaction comparison (Bida Data)

The next-month retention rate of Mayu showed a downward trend in 2018, with the annual average next-month retention rate being 63.34%. However, the retention curve rebounded in September and reached a small peak in November.

Combined with the version history information, Mayu launched a new version on October 18, which optimized the pregnancy preparation suggestions and added the ovulation test paper intelligent identification function, making the functions more complete and promoting the next month's retention rate to recover since September.

Monthly chart of Mayu's next month retention rate (Analysys Qianfan)

Mayu version 7.0 update log (Qimai)

2.2 Cause Analysis

Mayu is ahead of similar competitors in terms of total number of users and activity because of the following two outstanding features:

1. The core functions are comprehensive and complete, such as its unique customized today's secret report, ovulation test paper intelligent recognition and other functions.
2. The development of extended value is positioned at the general public and fully conforms to the psychology of women. For example: the communication and interaction in the "HeHe Circle" meets women's desire to confide in others; the low-price shopping guide with coupons on Youzi Street meets women's demand for low-price shopping, etc.

However, the huge layout will make the interface not concise enough, weaken the experience of core functions, and discourage users who only want to use simple recording functions, which is not conducive to the retention of novice users.

At the same time, Mayu has neglected the quality of content when it was making a wide layout. For example, the shopping guide categories on Youzi Street are too generalized, and they are not screened according to the market where the products are positioned; there are too many gossip contents in her circle, but too few useful contents for users, which makes the atmosphere impetuous. These aspects are also where Dayima, which takes the boutique route, is superior to Mayu. Therefore, Dayima's user stickiness and satisfaction are better than Mayu.

3. User Analysis

1. User Profile

The vast majority of Mayu users are female, with male users accounting for only 1.21% of the total number of users.

In terms of age, users are concentrated between 15 and 35 years old, accounting for about 95%, covering the childbearing age for women, among which users under 30 years old account for the majority; in terms of economic level, the monthly income of Mayu users is concentrated in the range of 5,000 to 20,000, and most users are middle consumers and middle-to-high consumers; in terms of geographical distribution of users, most of Mayu users are located in third-tier and above cities.

From this we can see that Mayu is more popular among young women who live in big cities and have above average economic capabilities. These women are aware of their own health and have sufficient financial resources to invest in themselves and purchase health and beauty-related products. At the same time, they also have the emotional need to find similar people to talk and communicate with, as well as the curiosity to pay attention to gossip and hot information. They interact, make friends and pass the time in their circle of friends.

Data source: iResearch

Data source: Analysys Qianfan

Data source: Bida.com

Data source: Analysys Qianfan

From the "China Mobile Women's Health Platform Market Research Report in the First Half of 2018" from BiDaNet, it can be seen that the main purpose of users using women's health apps such as Mayu is to record and predict menstruation, followed by pregnancy preparation, health statistics and community discussions; the content that users are most inclined to pay attention to in such apps is medical health, beauty and wellness, and weight loss, followed by emotional content, film and television music and other additional content.

This shows that when users use Mayu, they mainly regard it as a physiological health tool to record menstruation, and secondly as a platform for making friends, killing time, and online shopping.

Source: "China Mobile Women's Health Platform Market Research Report for the First Half of 2018"

1. User usage scenarios

User Type 1:

Liyu, female, 21 years old, studying at a university in Beijing.

I will open Mayu to record the beginning and end of each menstrual period, and open Today's Secret Report to learn about the precautions during the menstrual period. When I am not on my period, I will occasionally check my daily status to understand what stage of my menstrual cycle I am in and what to do. Sometimes I will use the eight glasses of water reminder function on a whim.

I occasionally browse SheTaQuan and Youzi Street to kill time, but rarely interact or make actual purchases.

User Type 2:

Xiao Zheng, female, 17 years old, is a high school student in Shanghai.

I am busy with my studies and need a simple-to-use product to help me record my menstrual period. When her period begins and ends, Xiao Zheng will remember to open Mayu and click a button to mark the date. When you feel abdominal discomfort or your menstrual period has not come for a long time, you will turn on the record function to check the time of your next menstrual period.

Except for the occasional use of the analysis function when there is an abnormal menstrual period, other functions are rarely used.

User Type 3:

Ningning, female, 26 years old, works in a state-owned enterprise in Hangzhou and is married.

My partner and I are planning to have a baby recently, so we started using Mayu to help us prepare for pregnancy. Ningning would use Mayu to check when she was in her fertile period, insist on using the recording function to record the date of intercourse and ovulation test results, and learn scientific knowledge about preparing for pregnancy from the "Daily Pregnancy" column.

I often open her circle of friends and enter the pregnancy preparation circle to see other people sharing their feelings about pregnancy preparation and their experiences in getting pregnant.

User Type 4:

Xiao Yang, female, 29 years old, works in Qingdao, white-collar worker.

Xiao Yang is a pregnant mother. She often opens the Mayu homepage to check her pregnancy stage and uses recording tools to back up her prenatal check-up reports. When I don’t know whether I can eat a certain food or do some exercise, I will open the pregnancy tool to check.

Sometimes when she feels lonely or nervous, Xiao Yang will open a pregnancy circle to interact with other expectant mothers, and they accompany each other to relieve anxiety. Seeing the changes in her belly, Xiao Yang would happily turn on the pregnancy belly photo function to take pictures, preparing to finally combine them into a complete video.

User Type 5:

Xiao Li, female, 33 years old, works in Guangzhou and is a university teacher.

Xiao Li is a mother who just gave birth. She uses Mayu to record her baby’s bowel movements, breastfeeding, etc. and uses the analysis function regularly. After completing the record, I will click on Youzi Street to browse baby clothing, early education toys, etc.

In her spare time, Xiao Li occasionally opens her Moments to check out other mothers’ parenting lives and actively replies and likes their posts. If she encounters problems while taking care of her baby, she will also open her Moments to post and seek help from other mothers.

4. Functional Analysis

1. Recording Module

1.1 Current Functional Experience

The recording module is divided into four modes according to the user's life stage: menstrual period recording, pregnancy preparation, pregnancy, and childcare, and different recording options are set for different life stages. Users can visually view their menstrual period through the calendar in the center of the interface, record their physical condition through the options in the panel below, and use the analysis function for health management.

Based on user feedback and functional experience, the requirements for the recording module can be classified according to the Kano model, as shown in the following table.

This module can meet the needs of users in terms of menstrual period recording and accurate prediction, and can also provide practical tools for special stages. However, in terms of health management, there is redundancy in recording items and there is room for further improvement in analysis methods.

Problems:

(1) The interface is not simple

There are a large number of options placed directly at the shallow level in the record panel. However, according to user feedback, not all options are used frequently. For example, body temperature, weight, good habits, and mood are not used very frequently. Each user has his or her own preferences for recorded items, and too many uncommonly used functions will cause inconvenient operation.

The four life stages are fully displayed in the top navigation bar. This design allows users to switch stages conveniently and effectively prevents user loss due to inability to find the switch button. However, in most usage scenarios, users do not need to switch states. While this design has advantages, it also causes unnecessary congestion in the interface.

(2) The usability of the analysis function needs to be improved

In Mayu's existing analysis function page, the display order of projects rarely changes, and projects with no records often appear first. If the user wants to see the items he or she has recorded, he or she may need to swipe past several items that he or she does not need to see in order to achieve his or her goal. Extra operations will cause inconvenience in use, and extra blank items in the middle are not conducive to the overall effect of the interface.

The current analysis module only has single-item analysis, which scores and makes recommendations based on a single symptom or data recorded by the user. However, evaluation based on a single dimension cannot intuitively show the overall situation, and the suggestions given tend to be scattered and fragmented.

(3) Lack of review

The current recording function is relatively complete, but lacks consistency in the time dimension and lacks feedback between months.

1.2 Function optimization suggestions

(1) Simplified interface

• Customized record items: Set a "More record items" button to allow users to select the record items that appear on the page as needed. Only commonly used items will appear below the calendar for easy operation.
• Adjustment of top navigation: It is recommended to change the life stage switch to a switch icon, make the status switch into a drop-down menu, and use small words next to it to prompt "Click here to switch life stage" to guide users who need to switch status to click. At the same time, it will not take up too much space and maintain the simplicity of the interface.

The modified interface is as shown above - changes have been made to the top navigation bar and the record panel below the calendar.

Click the "More Record Items" button to enter a new page. When you click the "+" next to the item on the page, it will prompt that the item has been successfully added below the calendar, and the item will be transferred from this page to the previous level page. When you click the "-" next to the item below the calendar, a dialog box pops up to confirm whether you want to remove the option. Only after confirmation can the move operation be performed, because the button here is at a lower level than the "+" and is more prone to misoperation.

(2) Adjustment of analysis function

a. Project presentation method

It is recommended to determine the order of display of items based on whether or not there are records, and to sort items with records in advance. At the same time, you can consider changing the color of the recorded project cards to color to enhance the intuitive feedback brought by the recording behavior.

Taking the analysis module in parenting mode as an example, the interface adjustment is as shown in the following figure:

b. Increase overall assessment

When users use the health management function, what they want most is to monitor their physical health and get specific advice. To meet this demand, a “health report” function can be added to conduct a comprehensive assessment of the overall situation and the entry button can be placed at the top of the analysis page.

It is recommended that the health report consists of four parts: health score, rating and description, suggestion list, related recommendations, and a review interface for previous reports.

The layout of the health report interface is shown in the figure below:

Health Score:

The health score is formed by weighting the individual scores over a period of time. The weight of each item is preset in advance. Only when the item has records will it be included in the weighting. Items that have no records will not be included in the weighting. It is suggested that sex and good habits do not directly participate in weighting because they are not representations of physical data, but only records of behavior.

Take a hypothetical situation as an example: the importance of menstruation is 4, symptoms are 3, body shape is 2, and body temperature is 2.

In this mode, the user's menstrual period score is 85 points, there are 2 symptom records, each score is 90 points, and there are no records for other items. The user's health score is: 85×(4/7)+90×(3/7)=87 points.

Note: The menstrual period score is based on the data of the last complete menstrual period. For example, if you are in your menstrual period when the health report is generated, the score for the menstrual period item will be the score of the last menstrual period. The cycle for generating a health report is one week. If you click on the health report again within a week, it will prompt "You have obtained a health report this week" and present the most recent health report.

Health Rating:

Health rating is to evaluate the user's health level and enhance visualization.

Here is a grading standard for reference:

96-100 points: S level, your health is very good, please stick to good habits and stay healthy.

86-95 points: Grade A. The body is in good condition, but is occasionally troubled by minor problems. A little care will make it more perfect.

76-85 points: Grade B, average health condition, take good care of yourself and take good care of yourself.

61-75 points: Grade C, the body is relatively weak. It is recommended to supplement nutrition and choose some common medicines for conditioning the body.

0-60 points: Grade F. There are some health problems. It is recommended to seek medical help based on the specific situation.

Suggested checklist:

In the list of suggestions, the recommendations for each symptom are summarized and presented one by one, providing users with concise strategies to improve their health. Add a "Details" button next to each symptom's advice, linking to the detailed advice page for the individual symptom.

Related recommendations:

The last section is “Related Recommendations”, which presents users with recommended products based on their health conditions. This interface displays the product name, product image and its introduction. There is a "View detailed introduction" button at the bottom. Click it to jump to the product details interface of Youzi Street, thus realizing the connection between the analysis module and e-commerce.

Select different types of products for recommendation for users with different health levels:

• S-level: daily necessities/personal care products/menstrual products, etc.
• Grade A/Grade B/Grade C: health products/medicines/menstrual products, etc.
• Class F: medicines/menstrual products, etc.

Previous reviews:

In order to strengthen the review and feedback in the time dimension, it is recommended to add a "Health Report Review" page. To enter, click on the rating area, which contains a health score chart and past health reports.

The health report is generated in a weekly cycle, so the minimum interval of the chart is one week. The system automatically generates reports on a weekly basis. You can view missed past reports here.

(3) Review of menstrual symptoms

Recommendation: If symptoms occur for more than two consecutive months, review them during the next menstrual period and ask the user if similar symptoms occur again. If the user selects "Don't appear again", there will be no more reminders in the future; if the user selects "Occur again", the symptom will be automatically recorded and marked in the analysis report.

1. She and her circle

2.1 Current Functional Experience

SheShe Circle provides users with two ways to view posts: the first is that the system automatically pushes information flow, and the second is that users enter the circle of interest and select posts.

The information flow on the homepage includes posts from the circles you have followed and random hot posts, which not only satisfies the user's desire to follow the herd and be curious, but also allows for targeted push notifications based on interests. However, first-time users do not follow any circles and only see randomly pushed popular posts. According to user feedback, the information flow viewed for the first time has limited appeal to users.

SheSheQuan provides users with detailed and diverse topic circles, with a total of thirteen major categories. Each major category contains a varying number of circles, covering all aspects of women's lives and important stages of life. By clicking on “More Circles” on the homepage of Her Circle, you can select the circle you are interested in and join it to communicate and interact with users in the circle. The circles can basically meet the needs of users, but the classification is relatively scattered, which is not conducive to users making choices.

There is a points system in each circle. Points can be earned by signing in, posting, replying, etc. Users who rank high in monthly points can be listed on the Youjie list, obtain honorary titles, and use Youcoin to exchange for goods. The points system can effectively improve user activity, encourage daily check-ins, and enhance user stickiness. However, only a small number of users can appear on the Youjie list, and they need to be active for at least 30 days to be on the list. The feedback most users get from the points is not very obvious, and the feedback cycle is relatively long.

2.2 Function Optimization Suggestions

Users use TaTaQuan usually for two purposes: one is to kill time and browse casually, and the other is to have specific issues that they want to communicate.

For users who just browse around, you need to find out their interests and let them see posts of interest during the first few uses, so that they will want to use the app repeatedly. Users who want to communicate usually share their lives, express their emotions, or ask questions, so as to gain resonance, find a sense of existence, and solve specific problems. The basis for achieving these needs is good interaction between users.

There are currently three main problems with SheShe Circle: the circle display is rather confusing, the points system lacks feedback, and the information flow is not attractive enough.

According to this idea, it is recommended that she make the following adjustments:

a. Entering the Settings tab for the first time

When a user enters her circle for the first time, multiple alternative tags are provided, allowing the user to select the content of interest from them. Based on the tags selected by the user, the user will automatically follow matching circles at random. This ensures that content that the user is interested in appears in the information flow.

At the same time, don’t pay attention to too many circles. Only pay attention to 2 or less circles for each tag to avoid excessive interference with users’ independent choice of circles.

Select the tab popup

Tags and information flow connection

b. Function of pinning the shortcut bar

Currently, the shortcut bar displays the user's most recently browsed circles, arranged in reverse order of entry time, with the aim of placing frequently used circles in the shortcut bar. However, each click will cause the overall change of the shortcut bar, and the frequently changing shortcut bar is not in line with usage habits.

Improvement suggestions:

On the existing basis, a pinning function is added. Users can set a circle to be pinned, and this circle will always be at the top of the shortcut bar until it is unpinned. You can set multiple pinned circles. The circles pinned later will be ranked higher. The shortcut bar positions not occupied by pinned circles will still be placed in reverse order according to the click time.

c. Circle classification integration

Currently, there is only one level of navigation in the circle, and the number of categories exceeds the user's comfort range, making it difficult for users to choose.

Improvement suggestions:

Limit the number of primary navigations to six, merge those with similar properties, and add a secondary navigation and place it at the top.

• Gossip, jokes, and miscellaneous talks are all used to kill time and can be combined into “new things”.
• Beauty, interests, and health are all closely related to users' lives and are combined into "life".
• Preparing for pregnancy, pregnancy, and childcare are all related to a woman’s specific life stage and are combined into “pregnant mother”.
• The circle in "Comprehensive" is mainly a platform for communicating with Mayu customer service and is a separate column.
• "Emotion" becomes a column of its own.
• "Same city" is a separate column that forms communication circles based on regions.

The adjusted interface is as shown on the right:

d. Rich points rewards

Suggestion: Add a few more ways to use points, shorten the time it takes for points to be redeemed, and let users immediately feel the sense of accomplishment that comes from being active in the community.

The improvement idea is shown in the figure below, where the gray part is the original system and the red part is the newly added feedback path.

Here is a specific solution for improving the points system:

New term explanation:

• Avatar pendants: After exchanging the points of a specific circle for avatar pendants, when you post or reply to messages in that circle, your avatar will appear decorated with the pendants. The more points you have, the more exquisite the pendants you can redeem.
• Theme background: There are many preset backgrounds that match the product style of Mayu for you to choose from. The theme background is applied to the entire app, replacing the original white background area with a pattern decoration area with high brightness and low saturation. The theme background gives users an opportunity to choose a change and have their own Meiyu.

1. Grapefruit Street

Youzi Street is an additional function radiating from Mayu's core positioning of health management, and is one of Mayu's main methods of monetization.

The products in Youzi Street cover all categories that women are interested in. It adopts the form of low-price shopping guides, fully catering to women's pursuit of high quality and low prices. It strives to become a shopping guide platform with rich categories, preferential prices and all-round services for women's lives. In terms of traffic generation, Youzi Street adopts the method of signing in and jumping to the homepage to guide users to check out today's specials.

However, judging from the feedback results, users have low purchasing intention on Youzi Street, and many users seldom open Youzi Street or prefer to just browse. This shows that there is room for improvement in Youzi Street as a whole.

The problems existing in Youzi Street can be mainly divided into two aspects: First, the traffic channel of Youzi Street is too single, with only one way of signing in and jumping to the homepage. However, not all users choose to sign in, which results in insufficient opportunities for users to enter Youzi Street; Second, the layout of Youzi Street is not closely integrated with Mayu’s positioning of "making women more beautiful and healthier". The overall feeling given by the platform is no different from that of ordinary e-commerce platforms. In the absence of characteristics, it is difficult to compete for users with e-commerce products such as Taobao and Xiaohongshu.

If you want users to choose to buy goods in the shopping module of Mayu instead of other e-commerce platforms, the key lies in the following aspects:

1. Through the outstanding performance of core functions, users can trust Mayu and be willing to trust this shopping channel;
2. Focus on the health vertical market segment, improve core competitiveness and establish irreplaceability;
3. Strengthen the professionalism of shopping guides for core products and solve the pain point of users having no place to buy professional women's health products.

Based on this idea, it is recommended that Youzi Street make the following changes:

(1) Interface structure

a. Navigation bar adjustment

Currently, the categories in the first-level navigation bar are arranged in the following order: women's clothing, mother and baby, home, beauty, food, underwear, shoes, bags and accessories, digital, sports and car products, pictures and text, and men's.

Optimization suggestion: Move health care related categories forward and break them down into smaller categories, while moving other categories to the back.

The adjusted navigation bar structure is shown in the figure below:

Menstrual products are reintegrated into the first-level navigation category, and nutrition and health care are upgraded from the second-level navigation to the first-level navigation and finely divided. At the same time, underwear, mother and baby, and household products are moved forward, and other sub-related categories are postponed and omitted in the figure.

After the adjustment, the navigation bar focuses on the health segment, which is more in line with Mayu's overall positioning in the women's health market.

b. Yuzu Street Home Page

Currently, the homepage of Youzi Street is “Today’s Specials”, which presents new discounted products every day to users who do not have a clear purchasing purpose. Although this approach caters to users' desire for low prices, it does not take into account personalized needs.

Optimization suggestion: Based on the symptoms recorded by users, prioritize the products that users may need on the homepage and present them alternately with special offers. This not only provides users with discounted products, but also takes into account the demand for targeted products.

(2) Increase drainage methods

The core functions of Mayu are: menstrual period recording and health management. Users use the functions of other modules based on their trust in the core functions.

When using the analysis function, users want to understand their health status and have a strong desire to improve their physical condition. When users record abnormal menstrual conditions, they are in a fragile and sensitive state and are more likely to be attracted to health care products. When products are recommended to users in these two situations, users will have a stronger willingness to buy than usual.

Optimization suggestions:

1. In the analysis page, products are recommended based on the user's health status, and a link is provided to enter the product details interface of Youzi Street. The prototype diagram of this function is shown in the previous 1.2 Health Report section;
2. When recording abnormal menstrual periods, a text prompt "Follow Yuzu to regulate your menstrual periods" will appear below the small calendar. Click to enter the menstrual assistant interface, which will prescribe the right remedy and guide users to Yuzu Street to view products.

(3) Improving the professionalism of core products

The core demand of users is to find a professional platform to purchase health-related products. Therefore, the quality of the product itself is very important.

Currently, the shopping guides on Youzi Street all tend to prefer low-priced products with coupons, and lack the screening of store reputation and the evaluation of products from a professional perspective.

Optimization suggestions:

Mayu carefully screens health-related product recommendations to ensure product quality, and reviews and explains some commonly used high-quality products to enhance the platform's professionalism in the health field. In order to save costs and not disrupt the usage habits of old users of Youzijie, products that are not closely related to health, such as beauty products and women's clothing, will retain the original low-price coupon model.

This can be achieved in this way: health-related products are professional and high-quality, and other daily necessities are low and affordable.

1. front page

4.1 Homepage Overview

The layout of Mayu's homepage will be different in different stages, and in most cases it consists of two parts.

The upper part is dates and reminders related to physical health, occupying one-third of the page; the lower part is information flow push, mainly composed of advertisements, information, and community posts, occupying two-thirds of the page.

The homepage during pregnancy is quite special. It includes the baby's development, the mother's changes, commonly used tools during pregnancy, pregnancy knowledge, etc. These contents occupy all the space on the homepage, and the information flow push requires sliding the page to appear.

In addition to displaying key content, the homepage also serves as the entrance to other modules. There are message buttons, search boxes and sign-in buttons at the top of the page.

The message button guides users to view the interactions in their circle of friends and then enter the community; the sign-in button will redirect users to the Youzi Street interface and enter the today's special sales interface; the search box is the entrance to all information content, quickly connecting users with content of interest and facilitating users to quickly query questions.

4.2 Functional Analysis

According to user feedback, what users want to see most when entering Mayu is content related to their own health, while a large influx of consulting information will make the interface cluttered. The "Today's Secret Report" function, which can meet health needs, requires users to click on the pink area to enter. There is a lack of guidance for new users, which results in users taking a long time to discover this function.

In view of this situation, the following suggestions are put forward:

Display the "stage name" and "can be done" parts of today's secret report on the homepage, and mark the entrance to "view today's secret report" to guide users to use this excellent function.

At the same time, other stages can also learn pregnancy patterns, present practical tools on the homepage, and present representative entrances to her circle on the homepage, such as: "Breast Health Area". When adding Today's Secret Report and other entrances, the space occupied by push messages will be compressed accordingly and the interface will become simpler.

5. Operational Analysis

1. Event Operations

Mayu’s operational activities are released in two locations: TaTaQuan and Youzi Street. Generally speaking, the activities are quite diverse. Youzi Street usually holds promotional activities in the middle of the year, at the end of the year or during festivals, and uses the banner space on the Youzi Street homepage for promotion; TaTa Circle releases a new event every week on average, and all events are announced in the "Activities and Interactions" circle.

In March 2018, Mayu launched a series of activities called "Become More Beautiful and Healthier with YOU", calling on women to pay attention to their physical health and mental development through expert micro-courses, photo sharing by thousands of people, and essay solicitation by big Vs. Among them, a gesture-sharing activity was launched in the SheShe circle with a special slogan for March theme month, which attracted more than 70,000 users to participate and brought a 2.5% increase in monthly active users for Mayu.

In March this year, the community launched the "Men's Dysmenorrhea Challenge". Let's take this ongoing activity as an example for analysis:

Activity Introduction:

On average, there is a new activity in her circle every week, and the activity lasts for about a week.

Initiated by the official account in the "Activities and Interactions" circle, each activity is managed by a dedicated expert or circle owner, who posts the activity in the corresponding circle. Most activities are participated in by replying to posts and interacting with them, and the prizes are community points or YU coins that can be used to redeem goods; a few activities will have physical prizes, and the ways to participate in such activities will be more diverse.

The "Men's Dysmenorrhea Challenge" event was launched simultaneously on the Mayu community and Weibo platform on March 7, Women's Day. It aims to call on male friends to care for the women around them and provide a platform for women to communicate on the topic of dysmenorrhea. It is also a promotional event of Mayu.

"Men's Dysmenorrhea Challenge" event poster

Activity Rules:

(1) Event time: 2019.3.6-2019.3.14. Prize drawing will be held five working days after the end of the event.

(2) Activity form: Mayu selected five male participants offline in advance, recorded the entire process of them using instruments to simulate dysmenorrhea, and attached it to the post announcing the activity, inviting everyone to share their viewing experience.

(3) Participation method:

Method 1:

Participate through the Mayu community: forward the original post of the TaTaQuan event or the event push in the Mayu official account to the Moments, explain your feelings, and take a screenshot of the Moments. Go back to the original post of the event and reply in the form of: topic + screenshot + thoughts. At the end of the event, popularity awards and lucky prizes will be awarded based on the number of comments received and the number of floors the reply is on.

Method 2:

Participate through Weibo platform: forward the event Weibo and express your feelings, and you can participate in the Weibo lucky draw.

Screenshots of activities on the Mayu community and Weibo platform

(4) Activity rewards:

Meiyu Community: Values ​​range from RMB 169 to RMB 1,219, with a total of 20 gift packages.

Weibo platform: 10 gift packages with a total value of RMB 6,000;

There are also bonus gifts from the linked brands.

Activity Analysis:

(1) Attractiveness to users:

First of all, the event prizes are generous, and they are all physical prizes, compared to virtual prizes such as points and YU coins that are attractive only if you have a deep understanding of the Mayu app.

This type of prize is more likely to attract shallow users of Mayu and users who have never used Mayu. The prizes in the Mayu community are set according to two evaluation criteria: popularity and luck. This not only takes into account the desire of newcomers to the community to try their luck, but also encourages active users to create high-quality content, making community users generally eager to participate.

Secondly, the release time and topics are very consistent with women's psychology, attracting female users to share and participate.

Dysmenorrhea is a problem for many women, and it is also a problem unique to women. "I hope the men around me understand the pain of dysmenorrhea" is the voice of many women. After several years of publicity, March 7th Girls' Day has become a day for women to gain attention and love. Raising the topic of "Men's Dysmenorrhea Challenge" on this day has triggered women's long-held desire to be understood.

However, since the prizes are entirely focused on products preferred by women and there is a lack of effective guidance, most of the participants in the event are women, and the number of men is very small.

(2) Activity popularity: The activity received over 2,000 replies in the Mayu community, with over 300 participants; the activity Weibo post received over 7,000 reposts, with over 6 million readings of the topic.

(3) Communication: The activity was disseminated through two channels: Weibo and WeChat Moments. The majority of the information was forwarded on Weibo, and more than ten brands were invited to join in the promotion on the Weibo account where the event was released, so the spread was relatively good. In comparison, articles in public accounts lack the motivation to attract users to continue sharing them on their Moments, so the spread of articles on WeChat Moments is relatively flat and has not caused widespread dissemination.

Improvement plan:

(1) WeChat official accounts add prize incentives: forward the article to your circle of friends and express your feelings about the event, take a screenshot and send it to the official account backend, and you can participate in the lucky draw to win a gift package; leave a comment at the bottom of the article, and the user with the highest number of likes will receive a small gift.

(2) Encourage male netizens to participate in activities:

1. Adjustment of prize setting: WeChat Moments is likely to cover male users, and the prize setting of the official account will be determined according to the gender of the winning user. On the original basis, male care products of equal value will be added as a prize replacement option.
2. Enrich the form of Weibo lucky draw: male users tag their partners, post high-quality viewing experience, forward and comment, and the top three most popular comments will receive a gift package for two;

1. User Operation

Mayu's active users are mainly concentrated in second- and third-tier cities, and there is still a trend of sinking. They have relatively more free time and are willing to make efforts to purchase discounted products.

Therefore, in order to convert active users to paying users, Youzijie adopts the strategy of low-price shopping guide. In line with the overall idea, the main design used to promote user activity is the ETH mechanism.

The channels for obtaining yuzu coins generally include the following aspects:

1. Daily Sign-in
2. Community title: Youjiebang/Darentang
3. Publish high-quality posts: get recommended and added to the essence
4. Actively participate in community operations

In other words, if users insist on opening Mayu to sign in every day and being active in the Mayu circle, they will get more Mayu coins. The accumulated Mayu coins can be exchanged for physical goods, which will encourage users to be more active and form a closed loop.

Check-in behavior can effectively increase the frequency of use of individual users, promote overall activity, encourage the publication of high-quality posts, and also help maintain the quality of community content.

1. Content Operations

Content presentation mechanism:

Based on Mayu's positioning, the content that appears in the product are all physical health, entertainment news, emotional topics, etc. that women are interested in. The content presented on the homepage consists of several parts: information reprinted from other websites, content published by Mayu accounts, and content published by community users. There are two recommendation mechanisms: heat-based recommendations and recorded symptom-based recommendations. In the community, new content from the circles you have followed and popular content from other circles will be displayed on the homepage of her circle.

Users can choose “don’t want to see” recommended posts and mark the reason why they don’t want to see them. Mayu will adjust the recommendation method based on the marks to avoid recommending content that users don’t like again.

Community content quality maintenance

Each circle in her circle has its own rules and standards, the purpose of which is to guide users to post more high-quality content and avoid posting low-quality and illegal content. At the same time, we cooperate with the reporting function and circle management mechanism to delete illegal content at any time and maintain the quality of community content.

VI. Conclusion

Since the first version was released in 2013, Mayu has been constantly improving itself, seizing users in the lower-tier markets, and gradually occupying most of the women's health market. Under the premise of adhering to the sinking strategy, to ensure that existing users do not churn, Mayu can make further improvements in the following aspects:

1. Shallow the hierarchy of useful functions.
2. Allow users who are using the community for the first time to receive more targeted push notifications.
3. Youzi Street better combines product features, maintains overall discounts, and at the same time specializes in vertical segmentation.
4. Strengthen the close connection between modules to better realize the radiation from core functions to added value.

In response to these ideas, some specific solutions are proposed above. I hope that Mayu can be seen by more people as more than just a recording tool, but a partner for women in all aspects of life.

Source: -Yuanyuan-