Preface

The creation background of this competitive product analysis report is based on the love for the Tiantian Kuaibao product. The purpose of this research is mainly to analyze how to improve the user stickiness of Tiantian Kuaibao.

1. Basic information of competing products

This time, we selected Toutiao, which ranks the highest in the news category , and iQiyi’s Toutiao, which is rising very fast in the rankings, for analysis.

Tiantian Kuaibao is a news reading app that intelligently calculates users' interests and provides users with personalized reading recommendations and happy comments.

Toutiao is a promotion engine product based on data mining, an APP that recommends personalized information to users.

iQIYI Toutiao is an APP that focuses on interaction and experience, providing personalized recommendations for movies, TV shows, and short videos about celebrities.

2. Market Analysis

2.1 Market Trends

News is the most common way for people to obtain information. According to the data provided by [ Umeng +], entertainment is the information that netizens pay the most attention to .

2.2 Version Analysis

Similarities:

1. Judging from the subtitles of the versions, all three products are shifting their focus towards entertainment.

2. All of them have included big Vs , self-media or celebrities, and added certain forms of interaction.

3. Continuously optimize entertainment and video.

Differences:

Toutiao not only reduced traffic consumption, but also released exclusive traffic packages.

As people's living standards improve over time, users develop a desire for entertainment. In order to meet people's desire for entertainment information, watching entertainment short videos and interacting with Internet celebrities , stars, and big Vs have become the current development trend of information service software.

3. Demand Analysis

3.1 User Group

According to the data provided by Baidu Index, users of the three products are concentrated in first- and second-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, with a higher concentration in first-tier cities. The users of the three products are basically concentrated in the age group of 20-49, and the majority are male users. Among them, iQiyi's headlines are younger, while Tiantian Kuaibao has a relatively larger proportion of middle-aged users.

(The users of iQiyi Toutiao are basically converted from iQiyi users, so here we use iQiyi instead of iQiyi Toutiao to search)

3.2 Usage scenarios

Tiantian Kuaibao and Toutiao : When there is no wifi, use your spare time (taking the subway, eating) to read the news and get the latest information; when there is wifi, use your spare time (lunch break, before going to bed) to watch short videos for mental relaxation.

IQIYI Headlines : When there is wifi, use your spare time (on the subway, during lunch break at work, at home) to watch headlines and relax mentally while getting information.

3.3 Demand Analysis

Basic needs: spending time watching news; being able to express one's own opinions

Expected needs: discover novel, interesting, and meaningful information; personalized and accurate recommendations

Exciting needs: interact with people who share the same topic or interest; publish information; watch videos with less traffic

Users aged 20-49 from first- and second-tier cities have a desire to watch new, interesting, and meaningful information to relax mentally during their spare time . Due to the limitation of traffic fee, users will choose to read articles when there is no wifi. When there is wifi, I will choose to watch short videos.

4. Product Analysis

4.1 Architecture Dimensions

Common points:

1. The homepage provides personalized reading recommendations for all news content.

2. There are more than 20 channels recommended at the same time.

3. Information content is becoming more life-oriented and entertaining, with the proportion of entertainment being higher.

Differences:

1. Tiantian Kuaibao and iQiyi Toutiao have independent sections for news, while Jinri Toutiao is more confident in its own push notifications and groups the news in the categories on the homepage.

2. For Tiantian Kuaibao and Jinri Toutiao , users need to manually adjust and select their favorite channels. iQiyi automatically recommends channels based on data analysis , reducing users' doubts about selection.

advantage:

IQIYI’s headlines are classified on the homepage, and movies and TV shows are only ranked and recommended. They are highly targeted and clearly classified.

shortcoming:

1. Since Toutiao has introduced videos from many platforms, the video distribution is not concentrated enough.

2. There are too many classified channels for the three products, and users can easily get lost in what content they need to watch. The further back in the channel, the lower the click-through rate .

4.2 Content Dimension

The same report about Li Chen proposing to Fan Bingbing:

Toutiao reports before 2 a.m. and only reports on single news items .

The Tiantian Express reported the event at 2:54 a.m. , in a special feature .

iQiyi’s headline is a special report, but there is no specific information to describe it.

The number of comments on Toutiao reached 50,000+ , the number of comments on Tiantian Kuaibao reached 7,700+ , and the number of comments on iQiyi’s headlines was only 400+ .

advantage:

Tiantian Express and iQiyi Toutiao will report on special events

Toutiao can spread information more timely

4.3 Main process dimensions

By comparing the videos, iQiyi Toutiao performs better in terms of experience. When you open a video, it will automatically recommend videos with the same attributes after the video is finished playing.

advantage:

1. Capture data that is beneficial to user interests

2. Reduce user operating costs

3. Users are more likely to become addicted and continue watching

By comparing the videos we watched, iQiyi Toutiao still performs better in terms of experience. Similarly, when you open a third-party video, videos with the same attributes will be automatically recommended after the video is finished playing. The operation of Tiantian Express here seems to be awkward.

advantage:

When reading third-party videos , iQiyi Headlines also adjusts the accuracy of recommendations.

4.4 Functional Dimension

It can be seen from the comparison of main functions.

Common points:

1. Video accounts for a large proportion

2. Both are supported by short video platforms

3. Both have social functions: topics or micro headlines

Differences:

1. iQiyi Toutiao pays more attention to the personalized expression of users , and has unique functions related to film and television to improve user stickiness .

2. Toutiao uses Xigua Video for PGC videos, and Huoshan Video + Douyin Short Video for UGC videos to increase entertaining content from multiple angles , stimulate users' interest, and make users more willing to interact.

Tiantian Kuaibao is relatively stable, although it has added elements of short videos.

advantage:

1. iQiyi uses vertical bullet screen in headline comments, which increases the user's sense of participation and adopts multiple moods to like to meet the user's personalized expression.

2. When Toutiao users post micro-toutiao , they can gain a certain sense of accomplishment , and user participation is high .

shortcoming:

1. There are generally fewer comments from users of the topic function, and user participation is low .

V. Conclusion

5.1 Recommendations

This article analyzes from four dimensions (structure, content, main process, and function). The following suggestions are made

Advantages that can be learned:

1. Use other platforms to make up for the lack of attractive information and enhance entertainment and fun.

2. When a special event occurs, first publish a separate article to recommend and expose it, and then create a special topic for comprehensive coverage to reduce the damage of information timeliness to information popularity.

3. Improve the video playback experience and learn the playback and recommendation mode of iQiyi Toutiao , which is conducive to adjusting the accuracy of data recommendations and reducing user operations, making it easier for users to become addicted.

4. Displaying from multiple angles can improve user participation, increase user personalized choices when users participate in comments, increase the exposure of each user's comments, and help increase user participation.

Disadvantages that can be avoided

1. The categories are clear and contents with the same attributes should not be included.

2. Reports need to be released as soon as possible. Over time, users will prefer information that is faster and more accurate.

3. Improve the experience of connecting with other platforms and reduce the operating costs of watching videos.

4. If user participation in topics is not high, appropriate adjustments can be made to increase the entry point for producing UGC and discuss things and topics, which will help increase user participation.

5.2 Conclusion

Daily Express is relatively stable

iQiyi Toutiao is worth learning in terms of user experience and personalization

Toutiao is worth learning in terms of content display and user interaction

Finally, it was concluded that in order to increase user stickiness, it is necessary to improve three aspects: content display (fast speed, multiple angles), user experience (few operations, accurate recommendations), and user interaction (personalization, multiple channels of expression).