Himalaya FM-AARRR traffic funnel model analysis report!

With the rise of knowledge payment, audio payment has become another hot form of recharging and relaxing in fragmented time. In 2017, Himalaya achieved sales of 196 million yuan on the same day under the wave of knowledge payment. In 2018, it is at a critical stage of product business development, and user demand is growing and becoming more diversified.

1. User acquisition:

Product and content acquisition users:

1. In 2013, we started to cooperate with industry leaders, and began to intensively cultivate product content, create high-quality courses, and ensure the quality and richness of the content. Among them, most of the big names in the big-name boutique courses have their own traffic and can directly gain fans to a certain extent, such as Guo Degang and Cai Kangyong’s emotional intelligence courses and talk shows. At the same time, the content covers entertainment, broadcasting, social sciences, humanities, etc., based on mass and niche user groups, laying the foundation for acquiring diverse vertical needs.

Free content: audiobooks, music, crosstalk, radio, host radio, etc.

Paid content: master classes, boutique mini-classes, live micro-classes, Xima lectures, etc.

2. The product content is clearly classified and the recommendation system is highly complete, covering classic must-listen, paid boutique, daily must-listen, etc., which is convenient for new users to select and recommend content. The search and classification on the homepage and discovery to a certain extent avoids the situation where users are at a loss when consuming content.

Operational actions:

KOL attracts new users and UGC anchor promotion

KOL attracts new users: Most KOLs have their own traffic, which directly brings new traffic and fans to the platform.

Case: In 2017, Mi Meng’s team launched a paid audio course on Himalaya FM titled “Mimeng Teaches You How to Earn 50,000 Yuan a Month”. It successfully helped Himalaya introduce a group of paying customers (of above average quality).

UGC+PGC attracts new users: Himalaya recruits anchors from the B-end and C-end, builds Himalaya University, and improves the anchor training system. It not only provides training, display, and monetization opportunities for professional/non-professional anchors, but also connects the resources of multiple live broadcast families for the channel. Through anchor training, the Ten Thousand People and Ten Billion New Voices Plan, annual anchor voting and sharing, the exposure has been greatly increased, which has played a significant promotional effect and indirectly driven the growth of product users.

Marketing actions:

Offline promotion (city agent + offline promotion): The recruitment of city service providers is mainly to sink the product promotion channels, bring user traffic through local personal resources and organizations, and supplement online promotion.

Online promotion: (Sponsoring large-scale events/programs + cross-platform cooperation): During the 2018 New Year's Eve, Himalaya cooperated with Zhejiang Satellite TV on the "Thought New Year's Eve Event", allowing major KOLs (such as Ma Dong, Gao Xiaosong, etc.) to conduct live talk show discussions around the seven hot keywords that young people are concerned about.

In 2018, it sponsored Hunan TV's “Immersive Sound” program to gain TV user traffic and drive product growth.

The Knowledge Carnival in 2016 and 2017 achieved revenue of over 200 million. Through the hardware market distribution product promotion channels, up to 2,000 brands of hardware devices such as audio, car, and mobile phones have access to Himalaya's content.

The 2016 Shanghai International Auto Show promoted the use of in-vehicle application titles.

At the end of 2015, we reached a cooperation trial with Didi to bring in more traffic.

User activity

2. User activity: active products, active operations, and active marketing

Product activity is mainly reflected in the two columns of personalized recommendation customization and daily customized recommendation.

Personalized recommendation customization:

1. After new users register, they can choose personalized topics, hot words, gender and age.

2. Old users can also enter the listening preferences from the settings in the account center.

Daily custom recommendations:

The daily must-listen and one-click listening sections on the homepage can help you sort out users’ listening preferences and interests.

Active operations:

The active operations are mainly reflected in the upgrade of membership benefits, new member coupons, and the mechanism of exchanging points for gifts.

Active Marketing:

By planning a series of stories about Xiaoya AI speaker, children of different ages can have different experiences with Xiaoya's audio content while being satisfied at the same time, thus solving children's cultural and entertainment needs.

There are smart applications in both adult work and rest scenarios, making users excited about the access to this hardware product and thus increasing the number of users.

3. User Retention

Retention is mainly sorted out from the aspects of product retention (live streaming, hardware smart device connection, etc.), operation retention (level and points mechanism), and marketing (66 membership days).

Product retention:

The product is linked to hardware devices, and users can not only listen to audio on mobile devices, but also use functional devices for connection and use, which to a certain extent increases the user's dependence on the product and makes it impossible to leave.

Operational retention:

A user level growth system is adopted to allow users to see their time and upgrade records visualized. Referring to the ancient imperial examination system, each level is classified and points are exchanged for gifts, and human risk aversion is used to increase user stickiness to the product.

Old users can get corresponding coupons or commissions by inviting new users to register/purchase membership, allowing old members to share audio, and using their concerns and strong relationships to expand new users, thereby achieving the goal of user growth.

Marketing retention:

The strategy to unlock 50% off membership on the 66th Membership Day uses three steps: limited to 6666, 0 yuan flash sale, share to get xx month membership + xx' coupons + xx gift lottery, so that users will feel the scarcity and need to participate quickly to receive benefits. It not only makes old users want to continue using the product, but also directly promotes attracting new users and increases user growth.

4. Obtaining Income

Product revenue:

It mainly comes from paid courses (master classes, boutique small classes, live micro classes), 1-year (monthly or annual) membership listening packages with automatic renewal function, and some functional hardware products within the mall, which drive user consumption.

Operating Income:

The big-name courses introduced by the Himalaya platform since 2012 are high-quality courses. Fans must pay a fee before entering the big-name course customer discussion group, and then the host will accompany the fans.

The first session: sales of 50 million, the second session sales quadrupled.

In 2016, the sales of the first 66th Member Day also reached 61 million.

Marketing income:

Plan and analyze marketing activities through location advertising, audio advertising, radio, etc.

5. Self-propagation

Products, operations, and sales

product:

You can earn commissions by sharing courses. You can get coupons ranging from 20 yuan by sharing with course experts and attracting new users. You can also receive benefits for free by giving audiobooks to friends.

operations:

You can get coupons by sharing courses with friends for free, and use the Himalaya mini program to deliver courses for free.

Marketing actions:

The 123 Knowledge Carnival, 66 Membership Day, and 423 Listening Book Day cultivate users' awareness and habits of festivals, let users form an addictive cognition of shopping during festivals, form an atmosphere of self-propagation, and achieve a 2-3 times increase in downloads.

Through the above analysis, it can be seen that Himalayas conforms to the AARRR model.

The weakest link: offline city cooperation service providers.

Fan Deng Reading Club has opened branches in various cities across the country and is currently on the rise. Online reading salons, reading clubs, and Fan Deng bookstores are also thriving. Himalaya has yet to establish a business model in this regard.

suggestion:

1. Establish a profit model for offline city partners, with offline partners operating independently and Himalaya assisting in the operation, to help offline partners build a complete profit model, set benchmarks and achieve profitability.

2. Himalaya has many categories of products, and you can give priority to choosing a category to focus on the offline market customer segment. Use the experience of upstream and downstream operations to open up the offline market.

3. Himalaya established a business school to provide continuous training for the operational team that opens up the offline market. It can also outsource training companies to lay the foundation for opening up the offline market.

Source: Spark Education Alliance