Momo promotion: Momo product analysis report!

Momo is a pan-entertainment and pan-social platform based on location, and is a stranger social APP. This article is a product analysis report about Momo. Let’s take a look~

Article structure:

1. Momo Introduction
2. Market Analysis
3. User Analysis
4. Quick chat function analysis and optimization
5. Summarize

1. Introduction to Momo

Momo is a pan-entertainment and pan-social platform based on location, and is currently the most successful stranger social APP in China. Its business mainly covers location-based stranger social networking, chat rooms, social games, videos and live broadcasts.

Functional framework diagram

Momo’s vision is to enable people to discover the beauty and novelty around them through the mobile Internet, and to connect people with whom they should be connected.

This article analyzes the Momo product as a whole and provides optimization suggestions for Momo Quick Chat.

2. Market Analysis

1. Market analysis of stranger social networking and live streaming

Momo's main businesses are stranger social networking and live streaming. Generally speaking, the domestic stranger social networking and live streaming markets have good growth potential.

(1) China’s stranger social networking market has huge room for growth

According to iResearch's survey, the number of users of stranger social applications in China increased by 19.6% from Q4 2015 to Q4 2016, and the number of users increased by approximately 20 million every quarter. It can be predicted that China's stranger social market will continue to grow in the next few years.

Although the growth rate of China's stranger social market is stable every quarter, its growth rate is declining, from 9.32% in Q2 2015 to 3.61% in Q4 2016. As the user growth rate of stranger social networking slows down, increasing the payment rate and user stickiness will be the future development direction of the stranger social networking field.

(2) The number of online live streaming users in China has been growing significantly since 2015

According to data provided by iResearch: the number of users watching live broadcasts in China has more than doubled from 2015 to 2018, and the total number of live broadcast users will still maintain a growth rate of about 10% in 2019. Although there is a large room for growth in the number of live streaming users, the growth rate has been on a downward trend since 2016. Therefore , while live streaming platforms are working hard to tap into potential users, they must also work harder to increase user usage time and improve revenue conversion rates .

(3) The market size of China’s live streaming industry is growing at a high rate

According to data provided by iResearch, the annual growth rate of the live broadcast market size exceeded 40% from 2016 to 2018. This is far higher than the growth rate of live broadcast users. It can be seen that the average consumption of users in the live broadcast room increases year by year .

1. Market performance of stranger social networking

Momo, which is based on regional social networking and has rich entertainment facilities within the APP, is the most successful stranger social software in China . The user base of Tantan, a social app based on appearance matching, is about half that of Momo. Soul, a rising star, has quickly become popular among the post-90s and post-00s circles with its concept of social networking without looking at faces.

At present, there is still a big gap between Soul and Momo and Tantan, but due to its rapid growth momentum, it is difficult to say whether Soul will form a "three-legged tripod" with Tantan and Momo in the next few years.

2.1 Comparison of monthly active users

In terms of total number of users and monthly active users, Momo is the leader in the stranger social field, and Soul is the APP with the greatest growth potential.

According to data provided by iResearch: From December 2017 to November 2018, the number of monthly independent devices of Momo (the total number of devices that used the APP in that month) increased from 65.23 million to 75.41 million, an increase of 15.6%. A 15.6% increase is already very good for a well-known and mature app like Momo, because mature apps have often tapped out potential users who are easy to poach.

In contrast, Tantan's monthly number of independent devices increased from 26.24 million to 37.71 million in the same year, an increase of 43.7%. As the number of Tantan users increases, its growth rate will gradually slow down. Soul was in a stage of rapid development in the same year, with the number of monthly independent devices increasing from 1.67 million to 7.23 million, an increase of 432.9%. Judging from its current growth momentum, Soul’s user base should reach at least 15 million in the future.

2.2 Comparison of user age

A big threat that Momo faces today is that Tantan and Soul may snatch a certain number of Momo's young users. According to data provided by iResearch: the proportion of users under 24 years old on Momo, Tantan and Soul are 16.23%, 20.61% and 24.55% respectively. It can be seen that Tantan and Soul platforms are younger.

2.3 Comparison of User Gender

According to data provided by iResearch, the male-to-female ratio of Tantan and Momo is similar, approximately 7:3. The male-to-female ratio of Soul is close to 1:1.

It should be said that from the perspective of stranger social products, Soul's male-female ratio is better. Stranger social mainly refers to social interaction between strangers of the opposite sex. Generally speaking, men's need for socializing with strangers of the opposite sex is higher than women's, so Soul's users should be easier to satisfy. If Momo wants to satisfy its male users, it should develop more 1vN social methods, or find ways to increase the proportion of its female users.

2.4 Comparison of retention rates

According to iResearch data, Tantan’s seven-day retention rate is about 27%, Momo’s is about 29%, and Soul’s is about 27%. Momo has the highest retention rate mainly because in addition to social services, it also has live streaming, video and a wide range of entertainment functions. Many users may not have social needs but stay because of Momo's other functions. So if we only consider stranger social networking, Momo's retention rate should be lower than that of Soul and Tantan.

2.5 Comparison of usage time

Judging from the total monthly usage time, Momo is the overlord in the stranger social field, while Soul has the greatest growth potential. Although Momo has many entertainment and live broadcast functions, its average monthly usage time is still less than that of Soul. This shows that Soul has a better user experience. The reason why users spend little time using Tantan is that its business is centered on matching people of the opposite sex, and matching does not take too much time.

2.6 Comparison of permeability

As can be seen from the figure, Tantan’s relatively active user penetration rate has reached 80%, while Momo and Soul’s penetration rates are less than 6%. It can be seen from this that Momo and Soul still have a lot of potential users to be tapped, while Tantan is basically saturated .

1. Momo’s live streaming market performance

In the field of social live streaming in China, the most outstanding performances are Momo and YY Live. Other APP social live streaming platforms have a significant gap with Momo and YY in terms of revenue and monthly active users. Momo Live, a live streaming platform launched in April 2016, has developed very rapidly in the past two years. Its rapid growth is largely due to the traffic diversion from Momo, an app with more than 10 million daily active users.

Currently, Momo has grown into the second most profitable and second most active social live streaming platform in China. Although YY, which ranks first, has higher revenue capacity and total number of paying users than Momo, Momo's retention rate and profit growth potential are better than YY.

3.1 Comparison of User Activity

In fact, it is difficult to infer how many Momo users watch live broadcasts based on Momo’s user activity, but we can infer from the number of paying users and the economic level of users that Momo’s user activity is not as high as YY. Momo Live currently has 4 million paying users, and YY has 6.5 million. Momo users’ ARPU (Average Revenue Per User) is higher than YY’s.

In other words, the average payment value of Momo users is higher than that of YY, but the total number of its paying users is less than that of YY. From this, it can be inferred that the user activity of Momo Live is still somewhat lower than that of YY Live.

3.2 Comparison of Profitability between YY and Momo Live

Momo Live’s current revenue ($411 million) is not as high as YY Live’s $538 million, but Momo’s revenue growth potential is very high . Momo's ARPU is 14.5% higher than YY Live, which shows that Momo users have stronger consumption tendencies.

3.3 Comparison of retention rates

According to data provided by iResearch, YY's retention rate in 2018 was about 20%, while Momo's was about 29%. The retention rate of Momo users is higher than that of YY users, but the reason is not necessarily because Momo’s live broadcast content is more exciting than YY’s. Momo's high retention rate is partly due to the rich entertainment content within the Momo APP. Momo's social business, video business and live broadcast business attract each other and complement each other.

3. User Analysis

1. User Profile

According to iResearch data from December 2018, Momo's users are mainly young people under the age of 35 , with more than 85% of users falling in this age group.

We can roughly divide the people who use Momo into five age groups:

1. The first layer is students (under 21 years old), and people in this stage only account for a small part of Momo users. Most of these people have never been exposed to society, so they are not too interested in the content on Momo. Since there are many classmates in school, there is not much need for socializing with strangers. Since there are many people of the opposite sex of the same age around them, they are unlikely to use products like Momo to help them find their partner. Another characteristic of them is that they don't have much money.
2. The second group is those who have just entered society but have not yet started a family (roughly 22-27 years old). This group of people have a certain economic strength, but their financial ability is not strong and their life and work are unstable. Many of these people do not have a stable social circle, and some do not even have a partner. This group of people has stronger social needs with strangers than other levels, and many of them also feel empty. If they need Momo, they will consider paying for it.
3. The third group consists of people who have been in society for a while and have a stable career and family (roughly 27-35 years old). This group of people do not have strong social needs with strangers, have a very fulfilling life, are highly receptive to new things, and have relatively strong economic strength. Most of these people have heard of Momo, and some of them will try it. People of this age group use Momo mainly to kill time, and only a few use it to hook up. Their demand for a partner should not be very high, as most of them are already married and have a stronger tendency to pay.
4. The fourth level is people aged 35-50 years and above. Most of them are married and have stable social relationships and income. They are not very receptive to new and "deviant" things like Momo, but they can use and learn Internet products skillfully. Only a small number of non-traditional people among this group are likely to use Momo. Most of them have no habit of paying for entertainment apps.
5. The fifth level is people over 50 years old. Most of them have a low acceptance of Internet products, but they have money, so it is almost impossible for them to use Momo.

From the gender ratio of the user population, it can be seen that the mainstream users of Momo are male users . This general environment has led to the fact that most content creators on Momo are women, while most content consumers are men. The male-dominated consumer group makes the content on the Momo platform full of beauties and hormones. Beautiful women are more likely to feel like the center of attention on Momo. The special ratio of men to women on Momo leads to many 1vN social interactions on Momo.

As can be seen from the figure, Momo is used more densely in China's big cities . The pressure of life in big cities is high, and the boundaries between people are relatively clear, which leads to people's social desires not being satisfied. In addition, people in big cities are relatively more accepting of new things, which is why Momo is more popular in big cities.

Although Momo is more popular in big cities, China's population is, after all, a pyramid structure, and more users are still distributed in third- and fourth-tier cities or in the countryside . As can be seen from the figure, most Momo users (64.27%) have an income of less than 5k. Their spending power is not strong, but their entertainment life will not be too colorful either. Momo is one of the squares that enrich their lives. The proportion of their members is not as high as that of high-income people, but they have a large population base and use Momo frequently.

2. User usage scenarios

4. Quick Chat Function Analysis and Optimization

Momo is like an amusement park with many functions. Next, we will analyze and optimize the functions of Quick Chat, one of Momo’s many entertainment functions.

1. Introduction of Momo Quick Chat

Momo Quick Chat is an online voice chat platform where there are many professional Momo chat companions who can chat with paying users. Momo Quick Chat has three sections: voice chat, dating and voice online. In the voice chat section, users can place an order with their favorite companion, but they need to wait until the companion confirms the order before they can start chatting.

Users of the dating section can place an order for chat companionship at the first opportunity, but due to the payment method of swiping gifts, dating users spend more money. Voice Online is the most expensive instant voice chat service on Momo.

Momo Quick Chat can effectively solve users' needs for companionship, need to talk, sexual needs and the desire of some users to make friends with strangers. As a chat platform that uses money as a bridge, the chat effect between users and chat companions in Momo Quick Chat is far better than other social software such as TanTan and Soul.

Based on my in-depth interviews with Momo's companion chat and quick chat users, I found that most users can satisfy their psychological needs in quick chat, and the return rate of users who chat well is close to 100%, and many of these users will develop a sense of dependence on companion chat. In Momo Quick Chat, users are mostly relaxed when chatting with their companions and dare to say anything. This is mainly because Momo Quick Chat selects the most chatty people for users, and users, as paying parties, have less psychological pressure during chatting.

In Momo Quick Chat, the most valuable resource is people to chat with. Therefore, the focus of this chapter's analysis is how to efficiently allocate the chat companion resource to paying users, make users dependent on the chat companion and become acquaintances with the chat companion. In addition, this chapter also proposes some optimization solutions in terms of product usage efficiency and product usage experience.

1. Momo Dating Analysis

2.1 Dating Introduction

Dating chat room Dating on a date to chat with

Momo Dating is a chat room for six people . Each chat room has one host and five chat companions. The host is responsible for organizing the chat companions to speak. If users are interested in a companion, they can click "Date" to send a gift to the companion. The companion who receives the gift will open a separate chat room to have a 1v1 voice chat with the user. At the beginning, users can only chat with the companion for five minutes. If the user is satisfied with the companion's service, he or she can renew the contract by sending gifts.

2.2 Dating Analysis

Momo Dating meets users' needs for instant chatting. When users don't know who to date and want to chat right away, they may choose to date. The fees for Momo dating are relatively high. Its payment habits of renewing contracts every five minutes and sending gifts make it difficult for paying users to become acquaintances with their chat companions. The chat partners on Momo Dating often urge customers to renew their contracts and send gifts, which not only destroys the user experience of chatting, but also makes the chat partners focus on gifts instead of chatting.

When it comes to dating, if users can become familiar with their dating partners, it will be beneficial to Momo, the users, and the dating partners. As companions, they prefer to chat with people they are familiar with, because this way they don’t have to introduce themselves repeatedly and get to know each other. As users, they also hope to have a girl who truly understands them to chat with them. As for Momo, cultivating relationships between chat companions and users can increase user payments.

When users chat with the same companion for a long time, they will develop a sense of dependence. Such users will give their favorite companion many gifts at one time and frequently make appointments with that companion.

1. Voice chat analysis

3.1 Introduction to Voice Chat

Voice chat selection interface

Voice chat users can book a companion for voice chat by placing an order . In the voice chat interface, users can click on the profile of the chat companion they are interested in and listen to a monologue they recorded themselves. If the user is interested in the chat companion, he or she can place an order.

3.2 Voice Chat Analysis

Voice chat users are generally not eager to chat with a companion. They are willing to wait for a while to save some money or to chat with a companion they like. Generally speaking, the chat companion will not be available immediately after the user places an order. The specific chat time needs to be discussed between the chat companion and the user. The time users have to wait for a reply from the chat companion is a bit long, usually between 10 and 60 minutes. Customers who have long-term contact with the chat companion, that is, old customers, are the most valuable customers in Momo voice chat .

In the voice chat module, most of the orders received by the top-ranked companions are from old users. Old customers have strong user stickiness because they have a psychological dependence on chatting with others. Old customers also have a strong tendency to consume. Sometimes old users will place many orders at one time to reward the companion. Some old users will even place 10 orders at a time, asking the companion to accompany her for a whole night or even a whole day.

The user satisfaction of Momo voice chat is relatively high, partly because the top chat companions of Momo voice chat service are of high quality. The services of the top chat companions on the Momo voice chat list are very good. Most users can have a happy chat with their services. The return rate of users who have a happy chat is close to 100%, and it is easy for them to become long-term chat friends with the chat companions.

On the other hand, the money flavor of Momo voice chat service chat is relatively light. The reasons for the light money flavor are:

1. The charging method for voice chat is not linked to the amount of gifts given.
2. Most of the voice chat companions accept orders from acquaintances.

3.3 Voice Online

Voice calls can be connected immediately and are charged by the minute. Since the charging price is too high (about 5 yuan per minute), the user base is relatively small, and this article does not analyze the voice online function.

1. Optimization plan for Momo Quick Chat

The most effective way for Momo Quick Chat to increase user stickiness and revenue conversion rate is to efficiently link chat companions with users and make the chat companions a familiar and reliable confidant for users. In order to achieve the above points, Momo needs to work hard to cultivate the relationship between users and their chat companions .

In addition to cultivating relationships, there are several functions in Momo Quick Chat that affect user experience and order success rate that need to be modified.

Quick Chat Optimization Mind Map

4.1 Improve payment conversion rate and user stickiness by cultivating emotions

4.1.1 Label both parties as friends

Intimacy Design Mind Map

We can add an intimacy level to users . For every gift worth 50 yuan given by the user to the chat companion, the intimacy level will increase by 10. For every hour the user chats with the chat companion, the intimacy level will also increase by 10. When the intimacy between the two parties reaches 100, an animation will appear on the Momo interface, showing Congratulations, you and xxx have become close friends. The color of the friend's name will change to purple, and when you open the other person's profile, you will find an additional "Close Relationship" label under the other person's name.

When the intimacy between the two parties reaches 1000, the labels of both parties will change to "life partners", the color of the friend's name will change to orange, and an animation of the two parties becoming "life partners" will be displayed. There will be special prompts when a companion with high intimacy sends text messages to a user, and the updates sent by a companion with high intimacy will also be pinned to the top of the user's attention list.

Animation effects after two people become "life partners"

Before modification After modification

Changes in friend names after both parties become "close friends"

Before modification After modification

Changes in user information after both parties become "close friends"

If Monroe is my close friend, then when she sends me a message, there will be a message notification at the top of my Momo interface.

Before modification After modification

4.1.2 Use discounts to encourage users to chat with the same companion

Discount mind map

When a new KuaiLiao user spends 30 yuan on the same chat companion, he or she will get a 95% discount when chatting with her again. This 5% discount offer is only valid for users who have used Momo Quick Chat for less than one month. The reason for adding the time limit is that this discount is just to cultivate the habit of newcomers in Momo chat room to find the same person to chat with. When new users have tried chatting with the same companion many times and have formed a habit of chatting with familiar companions, this discount loses its meaning.

Momo can offer some holiday discounts regularly , such as 20% off for chatting with companions whose intimacy level is over 1000 on Valentine's Day, and 10% off for chatting with companions whose intimacy level is over 100 on Spring Festival. The advantage of doing this is that it can regularly stimulate users to contact familiar chat companions. After all, friends will forget each other if they don’t contact each other for a period of time.

4.1.3 Display the total chat time between the user and the chat companion

The total chat time can be displayed below the profile's footprint . Doing so can make users feel that "Wow, she has been with me for so long" about the companions who often chat with them. Most users will not view this function often, so it should be placed deeper in the entrance. I put the total chat time above the account information, as shown in the picture.

Before modification After modification

4.2 Optimization suggestions for voice chat

4.2.1 After the boss places an order, the chat companions should have special reminders

Order reminder mind map

According to the responses from the companions, when Momo users place an order, the companions only receive text message reminders, and mobile phone text message reminders alone are not enough. If the chat companions happen to be busy with other things, they will miss the boss's order. The chat companions hope to have a pop-up window or voice reminder . For example: when the boss places an order, they hope that an order window will pop up, or a voice broadcast will be heard on their Momo saying "The boss has placed an order."

Order reminder pop-up window diagram

4.2.2 Messages from old users should have special reminders

The chat companion expressed the hope that he could reply to old users’ messages within seconds. If a boss who has placed an order for companionship sends her a message, she hopes there will be some special reminders on Momo . Currently, on the Momo entertainment interface, unless you return to the homepage to view the information, you cannot see the message sent by your boss.

Before modification After modification

4.2.3 Momo automatic charging and payment specification definition

Paid Design Mind Map

If you place an order for a companion online, the companion will talk to the customer privately, and the customer will choose to pay after the conversation. The act of paying is a stressful one for many users because they can only pay for whole orders (e.g. they can pay for 2 or 3 orders but not 2.5 orders).

For example: the charging standard for an order is 30 yuan per half an hour. If the user chats with the companion for 40 minutes, how should the user pay? If the user and the chat companion are good friends, then even if the chat companion has not completed two orders, the user may choose to pay the chat companion for two orders out of courtesy. As a chat companion who has been chatting with the user for dozens of hours, the chat companion may also tell the user that he will only charge one order out of courtesy.

This method of choosing the number of payment orders by yourself is actually stressful for both the chat companion and the payer. Momo should set up a more complete automatic charging system . After the chat, if the customer clicks "satisfied", the system will automatically charge according to the price to reduce pressure.

For example, you can set it up like this: after the call ends, the system will automatically pop up a pop-up window to ask the user whether they are satisfied with the service. After the user clicks "satisfied", if the time is less than half an hour, the user will be automatically charged according to the price of one order. If the time is more than half an hour, the user will be charged according to the user's time according to (price of one order/half an hour) * chat time.

If this automatic deduction method results in a low degree of freedom for chat companions and users, Momo can design a strict payment standard for chat companions so that users can pay according to the standard without having to think about how much they should pay.

Before modification

After

4.2.4 The order conversion rate should be improved

The order conversion rate of Momo voice chat users is not very high , because it often happens that users place an order, wait for half an hour and cancel the order if no one responds. The chat companions often do not reply, on the one hand, because Momo does not have a particularly good order reminder function, and on the other hand, because many users choose to chat with a few top chat companions, which makes them too busy to handle the work. This low order success rate is very harmful to user experience.

Here are the solutions:

(1) Display the time when the chat companion is available

When the user clicks "Ask her to play", the original product interface shows all the time, but now it can be changed to show the time when the user is free to chat. The companion can set his or her own free timetable for users to choose. The time booked by the user will only take effect after the companion confirms it.

Modify the order interface and modify the optional timetable

When displaying time to the user, be sure to use:

For this sliding schedule, don’t use:

This kind of schedule is in the form of a schedule. After seeing the schedule, users can easily think of the fact that the chat companion has to chat with many different men every day. Moreover, the schedule chart shows so much occupied time at one time, which can easily make users feel that the relationship between him and the chat companion is just a monetary transaction.

(2) Pin the chat companions who can immediately accept orders to the top

Chat list design mind map

The number of orders received by the top companions in Momo voice chat is far greater than that of the tail companions , because users like to order companions with a high number of orders. However, these top chat hosts do not have time to take all the orders because they have too many orders, which leads to a large number of order losses.

The left side of the picture below shows the chat companions at the top of Momo, and the right side shows the chat companions at the bottom of Momo.

Head chat tail chat

Momo can put users who have time to accept orders immediately in the upper position and give them a mark that they can accept orders immediately. The words "can accept orders immediately" need to be added during the early revision. When the feature of being able to accept orders immediately is accepted by Momo chat room users, the words "available for immediate orders" can be removed, leaving only a green sign to indicate that the person is available to chat.

The chat companion must register a tag that allows him/her to accept orders immediately when he/she is sure that he/she is free. He/she must clear the tag that allows him/her to accept orders immediately when he/she is not free. The success rate of accepting orders immediately will be displayed when the chat companion page is opened.

Modified chat list

4.3 Dating Optimization Solution

There is a lack of voice introduction next to the chat companion avatar on Momo Dating, which brings great inconvenience to users when choosing a chat companion. When the user enters the dating chat room, the girl in the dating chat room will give the user a live self-introduction, and the user will choose the chat partner based on his or her preferences. However, if there are 6 people in the dating chat room, if each person speaks for a while, it will waste a lot of users' time. Many times, users have to listen to a girl even though they are no longer interested in what she is saying.

Dating Optimization Mind Map

Before modification After modification

1. Momo should add a recorded voice self-introduction to the upper right corner of the user icon in the dating chat room . In this way, if the user is not satisfied with the sound quality and tone of the chat companion, he can quickly switch to the voice profile of another chat companion.
2. Momo can add an "on-demand" function, allowing Momo users to designate someone to chat with . In this way, when Momo listens to the recorded voice introduction next to the icon of the girl to chat with, if he is interested in the girl, he can specify her and let her speak on the spot. Click on a member of the opposite sex and that member will speak, which can make dating users feel valued by the opposite sex. On the other hand, users can also listen to the companion's true voice by asking her to speak a few words on the spot. After all, the sound of the voice introduction may have been processed and modified by software.

V. Conclusion

Momo was founded in 2011, went public in 2014, and its market value exceeded the 10 billion US dollar mark in 2018. It can be said to be the most successful social APP in recent years. When Momo was first launched, it relied on the social concept of LBS to accumulate initial users, and retained users by relying on group functions and rich video, live broadcast, and entertainment functions. It can be said that its strategy was correct to allow social functions and entertainment functions to complement each other.

However, due to its rapid development, many of Momo's functions have not yet been perfected. Momo has a wide variety of social entertainment functions like an amusement park, but the user experience of most functions is average. If Momo can improve its existing entertainment functions, its user retention rate, activity level and payment conversion rate will be taken to a higher level.

Momo is still essentially a social app. No matter how popular its live streaming business is, it is based on the social attributes of Momo users themselves and the user stickiness brought by its amusement park-like social entertainment facilities.

Therefore, Momo's products should still be improved along the line of helping strangers socialize. Momo should improve its products by connecting strangers and helping them build social relationships.

Source: Ren Xuan