[Practical Tips] Six major application markets teach you how to run the Android market!

Some optimization techniques for the domestic Android application market Compared with Apple, the domestic market tends to be more commercial. To put it simply, many positions and resources can be obtained as long as you have money.

I dare not say that the following content is completely practical , but I can guarantee that it all comes from the accumulation of practical experience. I hope the sharing in the last lesson can also help everyone.

1. Three major camps in the domestic market

BAT:

Represented by BAT are Tencent App Store , Baidu Mobile Assistant , and Alibaba pp Assistant. When I shared in the first class, I introduced to you that PP Assistant Open Platform is the only Android mobile distribution center under Alibaba . The platform has integrated the three major application markets of PP Assistant Android version, UC App Store , and Taobao Mobile Assistant, and is connected to Shenma Search, etc., with more than 100 million users.

The six major app stores represented by mobile phone manufacturers:

360 and Xiaomi are well-known stores, and Meizu, OPPO and Huawei are certainly no strangers to everyone. Here I would also like to introduce LeTV App Store and Hammer App Store.

For us, I think there are two important points about the store: 1. Whether there is enough traffic, that is, the scale of platform users; 2. Whether we can quickly obtain traffic for our products on the platform.

After understanding these two points, let’s analyze LeTV and Hammer. On January 6, LeTV Mobile announced that the total sales of its super phone in 2015 exceeded 4 million units. LeTV achieved this sales volume in just over 7 months, which is unprecedented among domestic mobile phone brands.

The hot sales of mobile phones also means an increase in the number of users of the platform. Although it was revealed a few years ago that Luo Yonghao’s mobile phone OEM factory went bankrupt, this did not affect the release of T2 at all. This time, not only the mobile phone was released, but also the developer backend of the app store was opened.

Although the sales volume is not as optimistic as LeTV, the users of different mobile phones, in a sense, have different feelings. Just like every product has its own target audience. In this case, do the users of his own products match Luo Yonghao’s sentiments?

If so, then quickly apply for a Hammer developer account and find your own targeted users.

By the same token, we can conclude that most users of OPPO phones are female , while most users of Meizu phones are male.

Combining the user portrait of your own products, it goes without saying that your high-quality users are there and that market needs to be focused on.

Third-party app stores

The old brands Wandoujia and Anzhi have gradually faded out of everyone's sight. However, they remain neutral and are also constantly improving and developing themselves. In particular, Wandoujia has gradually transitioned from an early application market to a humane multi-content search. I believe that such innovative changes will continue to improve the quality and stickiness of users.

2. Current situation of domestic market

After talking about the three major camps in the domestic market, let’s take a look at the current situation of the domestic market.

It can be simply divided into the following three points:

1. There are many large and small stores with different rules

2. Serious commercialization

3. Fierce competition

In fact, different rules are also a manifestation of commercialization. Take Baidu as an example: we can clearly see their mature commercial operations in the app store through various banner images on the homepage.

I believe everyone already knows and understands the various levels of agents under it, so I will not go into details.

Let me briefly talk about incentive competition:

As of 2015, the number of applications on the AppStore, which is mainly based on the iOS system, has reached 1.21 million; the Google Play Store, which is mainly based on the Android system, has exceeded the AppStore and reached 1.43 million; only the window phone store has a slower growth rate, with only 300,000.

Another picture shows the distribution of user activity in mobile app stores in the second quarter of 2015. We can see that 360, App Store and Baidu are at the top of the list. Also in the second quarter, the number of Internet users in China reached 657 million, and the number of smartphone users was 601 million.

On the one hand, the huge user base has promoted the rapid development of Chinese mobile apps, and on the other hand, it has also made the promotion of each company more intense.

Combining these data, we can see that the Android camp has very high traffic, but it is concentrated in very few app stores.

Faced with such competition for traffic, it is crucial for Android stores to promote themselves well.

Three promotion methods

Regarding promotion methods, I divide them into two categories: paid promotion and free promotion . Of course, there are products that have achieved self-propagation, but apps like Xiaokaxiu and Yingke that can become a hit overnight are hard to come by.

And the servers of many popular apps will crash at the beginning. This is partly due to technical reasons, and partly because they don’t know when the growth will suddenly explode.

Many times, people just do everything they can think of to the extreme, then wait for opportunities to converge, and then come back to summarize and analyze.

Now let’s talk about paid promotion and free promotion

Paid promotion: In addition to the app store, it is also divided into online media channels and social channels, and then there are some common partners below.

I won’t say much about this. Paying means handing it over to someone else to do it, so at this time, identifying the quality of the channel becomes the essence of the problem.

Free promotion (App Store)

First release , everyone should be familiar with it, let me talk about the results after testing our own products:

Xiaomi>Huawei>Baidu Mobile Assistant>App Store>PP Assistant (If your own UI design is good, just apply for it as much as possible)

About the activity: It is a way of cooperating with channels. Generally, we provide prizes and channels provide recommended resources. The interactive form is mostly lucky draw within the APP.

The activity process is roughly divided into:

Channels conduct event planning—We apply for channel events—Event launch and follow-up—Event follow-up

follow up

Effect evaluation: Xiaomi > Wandoujia > App Store

There are two tricks involved here: 1. Application, 2. Awarding. In fact, it all depends on emotional intelligence and personal charm. You can experience it yourself. I will just briefly mention it.

About thematic cooperation: The channel will hold a special event on the app store every week, and successful applicants can get a recommended position in the topic.

The following ASO optimization of the Android store should be what everyone is most concerned about. Actually, to be honest, there is nothing much to do in the Android market . You can simply start with keywords and application levels.

The keywords will be discussed under different stores. Let’s talk about the application level first.

One of the application level assessment indicators is the number of downloads. Everyone in the industry will try to fake the number of downloads to improve the initial market situation where there are only dozens of downloads displayed.

Regarding brushing, on the one hand, I suggest not to brush too much at the beginning, and on the other hand, brushing should simulate the download curve of real users and be done continuously over a long period of time. It usually takes half a month to see the effect, and subsequent optimization is required.

Several important time points:

The download peak period is usually from 13:00 to 16:00 and from 19:00 to 23:00 at night.

Like iOS, the new version is better and has a higher weight within 3-7 days after it is launched.

4. Optimization techniques for the bottom market

Because I mentioned earlier that 360 App Store has the highest user activity, I will temporarily put it in the BAT camp.

All the weight distributions mentioned below are divided according to my own experience. If there are any disputes, please communicate with me and point out any mistakes. It mainly focuses on three aspects: keywords, activation volume and comments.

360 Mobile Assistant

Weight distribution

Keyword 2 star

Natural weight 4 stars

Reviews 2 stars

Judging from the star rating, it is clear that the ranking factors are the total number of downloads and the number of recent downloads. If the total number of downloads is similar, look at the number of positive reviews. In addition, the advertising prices in the 360 ​​market are so expensive that I don’t want to complain too much.

Baidu Mobile Assistant

Keyword 4 star

Activation amount 3 stars

Reviews 1 star

The keyword star rating is so high because the tag officially called TAG is automatically captured by the system. If there is an error in the category selection in the background, and the system crawls incorrectly, resulting in the inability of subsequent users to match their own APP in their searches, then you can only send emails and argue with the Baidu editor.

The search capabilities that Baidu has accumulated in the PC era are also useful in the mobile era. So think carefully before making a choice, and don’t make decisions based on your instincts. In addition, their keyword ranking is a comprehensive selection of Baidu bidding + user natural selection.

Optimization strategy:

1. You can increase the volume. The popularity index is determined by the volume.

2. The recent activation volume affects the ranking. The internal management is not very strict, and some people can reach the million level in a very short time.

App Store

Keyword 4 star

Activation amount 2 stars

Reviews 3 stars

The weight of keywords is still very high, and the new version of the developer background provides an entry for submitting a keyword. The rest is to spend money. The market price of the location under the search drop-down box is generally:

First: 10,000

Top three: 8,000

Top five: 5,000

The cycle is 10 days.

Optimization method:

1. The ranking order of apps changes depending on the number of downloads and activations

2. The number of words in the review determines the order in which the review is ranked in the market

3. The number of likes on a comment has a certain weight. You can roughly guess the number by looking at the number of likes on the top apps. Some channels are also doing this, 50 cents for each like…

Xiaomi App Store

The previous markets have been heavily commercialized, and you may think there is not much useful information. Now let’s talk specifically about Xiaomi, a company that advocates geek culture.

Keyword 4 star

Activation amount 3 stars

Reviews 2 stars

Ranking factors are mainly affected by natural activation volume and keyword coverage. In fact, the purpose of covering keywords is to get more downloads, and this is the logic between them.

You can submit keywords in Xiaomi backend, which is about 100 Chinese characters, and there needs to be spaces between each keyword. Keywords have a certain weight and can be optimized.

Here is the optimization process:

1. Word selection: popularity + matching degree. At the beginning, use these two as the basis for word selection. If they are not enough, add the words of competitors.

Tip: Imagine what words the target users will search for to download. It can be very simple and ignorant. For example, when it comes to social products, users will not think of searching for the word "social". Instead, they may search for words such as chat, make friends, and hook up.

In addition, most people use Sogou input method, which itself includes popular words. At this time, you can try typing with your mobile phone, and there is a high probability that unexpected words will appear.

2. Change words: After passing the review, we need to search for the set keywords and record the search result ranking. If the search returns no results, it means that we cannot find the keywords of our products, and we will replace them next time.

3. Word change cycle: Since word change does not require version iteration, it can be done once a week. Take small steps and iterate quickly to achieve more coverage and high-ranking keywords.

Tips:

1. The effect of the optimized words in the early stage is not immediate

2. Because the Xiaomi Market interface is simple, most of the traffic comes from the rankings under the category

3. The natural ranking is affected by the natural volume. The larger the natural volume (real volume), the faster the ranking will rise.

4. Comments and fake traffic will affect the ranking. If the natural traffic is low, add more fake traffic in the early stage, reduce the fake traffic in the middle and late stages, and add some real traffic to boost the overall weight.

By the way, the weight of the app description is not very high, but if you want to try it, it is recommended to meet the following points:

A. Included in the keywords you submitted

B. This keyword needs to return results

C. The key to overlay the returned result on the application description

That’s all about the Xiaomi market, I hope it will be inspiring to everyone.

OPPO Store

Keyword 2 star

Activation amount 3 stars

Reviews 2 stars

If you want to improve the ranking of OPPO store, it mainly depends on the number of downloads. There was a period of time when fake traffic could be used to get on the category rankings, but later OPPO deleted the traffic and the fake traffic dropped a lot.

If your product's target users in this market are women, it is recommended that you do some research, after all, most OPPO phone users are women.

Meizu App Store

Keywords + activations + reviews are all 3 stars

Overall, it is relatively balanced and you can also submit keywords. If you have listened to Xiaomi, don’t ask me how Meizu optimizes. Just study it yourself. The weight of comments is very high for a period of time, and an appropriate amount of comments every day can make it onto the rankings. To find out the exact amount, go and try it yourself!

5. Channel selection

Having said that, we have finished talking about store optimization techniques. I don’t know if it’s really good enough, and I welcome more experts to study it. Next, let’s talk about channel selection.

Because when we are doing promotion, we must cooperate with channels. Whether it is an agent of a giant or a common channel for inflating volume and rankings , it is crucial to know how to distinguish among so many channels.

Generally, you can identify from these dimensions:

1. Technical strength

2. Do you have experience?

3. Operation form

4. IP id weight, registration time, number of times used

Someone asked, how do I know this? Then go and look at the comments in the market to see if the IDs used are all the same. There is a difference between someone using Chinese characters and someone using numbers.

Regarding channels, as long as it can be done, except for the differences in technology and experience, everything else is basically the same, because the algorithm does not change, and everyone's understanding is also very different.

For example, the taste of McDonald's and KFC is similar. The raw materials used are similar, so why do the tastes differ? The reason is that the actual operations are different.

6. Promote the basic qualities children need

Finally, regarding basic qualities, I think what is more important is the way of thinking about problems and whether one is able to integrate knowledge and action when doing things. The way to think about the problem is to at least make good use of AB testing and conduct data analysis when encountering a problem.

In addition, we often know a lot but do very little, or we do a lot but don’t know why we do it. The unity of knowledge and action requires us to think clearly about why we do something before doing it, and then think about how to do it, and finally do it!