Competitive Product Analysis Report | Where to Go on the Weekend and Lazy Weekend, what are their respective advantages and disadvantages?

As people's income and living standards gradually increase, more and more people are no longer satisfied with improving their quality of life through long-distance travel during short holidays. Instead, they are willing to use their weekends to participate in local leisure and entertainment activities and surrounding tours (also called short trips), which is undoubtedly a way to enrich their lives. According to a report by Bidachun Consulting, the number of trips in the domestic online local tour market in 2016 was 189.516 million, and the market size was 21.94 billion yuan, an increase of 45.7% and 38.7% respectively, which was higher than the overall growth of the online tourism market.

The author believes that the size of the weekend market will continue to grow in the future, and may even reach hundreds of billions of yuan, and the prospects are very promising.

According to the data from the Bidachun Consulting Report, in the 2016 online local travel market, Tongcheng Tourism continued to rank first with a share of 30.1%. The combined share of the top three companies exceeded 60%, and the market concentration further increased.

In addition to local tours, urban activities are also an important part of the weekend market. Most young people in cities are trapped in workstations of a few square meters or spaces of dozens of square meters. They want to go out and play but have no companions. They want to chat with people but have no one to talk to. Apart from eating, singing karaoke, and watching movies with three or five friends, more and more young people stay at home. Most people entertain themselves by singing in KTV, playing League of Legends in Internet cafes, watching movies, and shopping in malls. The entertainment and leisure activities of young people tend to be monotonous and boring. More and more young people are tired of the current entertainment methods, but cannot find interesting, fun and novel leisure activities. If there were more different and interesting urban activities available, it would encourage more young people to participate in urban activities and make urban activities a lifestyle for them on weekends.

Therefore, many products now focus on surrounding tours and city activities, giving users more choices. At present, China's tourism industry as a whole is showing a booming development trend, which has undoubtedly allowed many Internet people to see opportunities in the weekend market. Now the weekend market can be said to be booming in the country.

Competitive product selection

• Where to go on weekends v5.8.1
• Lazy Weekend v3.5.0

Competitive market analysis

"Where to Go on Weekend" is an application dedicated to helping people experience a better weekend life. Founded in December 2013. "Where to Go on the Weekend" insists on selecting selected content, covering tens of thousands of places to go in cities across the country, including national scenic spots, currently popular hot springs, skiing, picking, ancient towns and other popular activities; there are also popular exhibitions, lectures, musicals, dramas and other leisure activities of the week. Everything related to the weekend can be found in "Where to Go on the Weekend".

Lazy Weekend is a personalized content recommendation app that recommends an exquisite weekend lifestyle. The content covers local activities, food, nearby tours, sports, vacations, concerts, dramas, reading clubs, exhibitions, outdoor activities, bars, shopping, movies, charity, etc. Some activities will bring surprisingly low discounts when booked on the APP.

The above two pictures show the daily downloads of Where to Go on Weekend and Lazy Weekend on iOS in the past year. The estimated downloads of Where to Go on Weekend in the past year are 197,000, while Lazy Weekend is 229,000. In addition, Lazy Weekend has had more than 6,000 downloads in one day, and more than once. In contrast, Where to Go on Weekend has only had more than 4,000 downloads once, and Lazy Weekend has had several obvious daily download increases, while Where to Go on Weekend has only had one. It can be seen that Lazy Weekend has done much better than Where to Go on Weekend in iOS operations and channel promotion . iOS users may have more spending power and can promote consumption, so they will pay more attention to the promotion of iOS.

The above two pictures show the daily Android downloads of Where to Go on Weekend and Lazy Weekend in the past year. Where to Go on Weekend has accumulated 14.2418 million downloads since its release, and Lazy Weekend has accumulated 2.037 million downloads since its release. There is a huge difference in the downloads between the two. It can be said that they occupy an absolute position in the market and are very well-known. However, Lazy Weekend needs to do more in terms of channel promotion and activities to increase its popularity.

Analysis of the core strategies of competitors

1. Product positioning

2. User analysis

From the above figures, we can see that the gender ratio of female users of the two apps is more than that of male users. Maybe girls are more willing to go out and participate in various activities on weekends, while most boys prefer to stay in the room playing games , watching videos online, etc. They think that they can be a handsome man quietly indoors, so why go out.

From the age distribution, we can see that Where to Go on Weekends is mainly distributed in the age group of 24 to 35 years old, while Lazy Weekend is mainly distributed in the age group of 36 to 40 years old. Maybe Where to Go on Weekends is more popular with young people, and the activity content will be more attractive to young people, but in general, the user groups of both apps are still relatively widely distributed, and there are activities or surrounding tours suitable for all age groups. Users under 35 years old account for more than half of the two apps. In the final analysis, they are both aimed at young users. Young users have more open consumption concepts, higher requirements for quality of life, and are more willing to use their weekends to relax.

The main users of Where to Go on Weekends are distributed in super first-tier cities and first-tier cities, with a few in second-tier and third-tier cities, while Lazy Weekends are basically distributed in super first-tier cities and first-tier cities. It can be seen that Where to Go on Weekends is gradually deploying urban activities to second-tier and third-tier cities, trying to seize the market in second-tier and third-tier cities in advance, and trying to cultivate the habit of users in second-tier and third-tier cities to go out and experience life on weekends. This indirectly reflects that in the content provision of activities in second-tier and third-tier cities, Where to Go on Weekends has more choices than Lazy Weekends.

2. Operational Strategy

The current activities of Where to Go on Weekends mainly include officially organized activities and activities organized by other organizations and groups. In terms of the activity system, Where to Go on Weekends is more complete, covers a wider range, and has more detailed classifications.

Where to Go on Weekends also tries to cooperate with multiple parties to form event IPs and improve user stickiness of the product. In April 2016, "Where to Go on Weekends" became the official partner of Shanghai Disney. As a cooperative IP, it provides all-round product development and promotion services. In terms of traffic , the main interface of the APP provides two first-level entrances and an exclusive channel; in terms of content, it provides detailed strategies and recommendations from different angles.

There is also online and offline cooperation with Momo. Weekend Where to Go has taken the entrance to the "Nearby Activities" in the Momo APP by opening the API interface. At the same time, Momo will also give Weekend Where to Go some exposure opportunities in the "Group" channel.

Lazy Weekend provides activities for organized groups and individuals, covering local activities, food, surrounding tours, sports, vacations, concerts, dramas, reading clubs, exhibitions, outdoors, bars, shopping, movies, charity, business, etc. Lazy Weekend encourages individuals to initiate activities on the platform (subject to review) and to carry out more themed surrounding tours and city activities in a sharing economy model. The previous merger with Xiaorizi enabled the two to complement each other in terms of geographical coverage, product functions and team strengths, thereby digging deeper into user needs and increasing activity.

4. Profit model

The current main profit models are:

1. Earn profit difference from users’ purchase of experience/services;
2. Promote marketing and obtain advertising revenue.

Product structure analysis

1. Competitive product specifications

2. Main function analysis

(1) Find activities

The classification is based on whether the user's participation goal is clear. If the goal of participating in the activity is clear, Weekend Where to Go and Lazy Weekend can find the desired activities through search and activity classification. If the activity is not clear, there will be special event recommendations, event selections, guess you like, this week's popular activities, nearby activities, etc. to provide users with certain references.

① Search

(Left picture: Where to go on the weekend? Right picture: Lazy weekend)

In terms of search function, both Where to Go on Weekend and Lazy Weekend can search for places or activities, and Where to Go on Weekend provides a recording function. When you click on the search box of Where to Go on Weekend, the page will jump to a special search page, while Lazy Weekend will directly pop up the keyboard below without jumping. Let’s first talk about the situation where you want to search for activities. Maybe because there are not many activities, it will be difficult for the two apps to get the results you want when searching for activities. It seems like a useless function.

(Where to go on weekends)

Where to Go on the Weekend is much better at searching for locations than activities. When searching for a location, it will give you activities related to that location, and based on the location keywords you gave, it will recommend you places that they have searched, giving users more choices. When you click on a place they recommend, you will be redirected to another page that provides locations, categories, and sorting functions, helping users find the activities they need faster and more conveniently. It is very user-friendly. If you click on the search box next time, it will also display the previous search history for user convenience.

(Lazy weekend)

Lazy Weekend may be relatively simple in searching for places, directly giving activities related to the place without providing other functions.

Summary and immature suggestions:

Compared with Lazy Weekend, the search function of Where to Go on Weekend is richer and provides more choices. On the other hand, the search function of Lazy Weekend is too simple, making it difficult for people to rely too much on the search function. In short, both apps have shortcomings in this regard, so:

1. In order to enable users to find the activities they want more accurately, the most important thing is to enrich the content of the activities first. Only by increasing the number and types of activities can the search results be more accurate.
2. Some users may not know what activities to search for, so you can consider adding popular search keyword recommendations and displaying some popular search keywords in the blank space of the search page to reduce user search costs.
3. The prompt in the search box for where to go on the weekend could be changed to "Search for exciting weekend activities or places." If there is no prompt in the search box that allows searching for places, users, like me, may not even know that they can search for places. Therefore, if similar prompts can be added in future version iterations, the frequency of searches may increase.

② Activity classification

(Left picture: Where to go on the weekend? Right picture: Lazy weekend)

Both apps classify activities, but the classification standards may be slightly different. It is worth mentioning that the activity classification of Where to Go on the Weekend includes primary and secondary categories. In this way, when the user’s goal is clear, they can quickly find the desired activity type and reduce the search cost. When the user’s goal is not clear, the richness of the activity types will make users have a desire to continue exploring, increasing user stickiness. This may be to allow users to see more high-quality activities on the homepage and reduce the cost of users searching for activities, so the categories of activities are placed on the discovery page and only appear when users need them.

In Where to Go on the Weekend, when you click on a first-level category, you will be redirected to the corresponding second-level category page, where the second-level categories are displayed in a row and can be swiped left and right. When you swipe down, the second-level categories will be hidden to give the activities as much display space as possible. When you swipe up, the second-level categories will reappear.

Lazy Weekend puts the activity categories on the homepage. Since Lazy Weekend concentrates most of the functions on the homepage, putting the categories on the homepage is also an appropriate way.

Summary and immature suggestions: Of the two, Where to Go on Weekend does a slightly better job in activity classification, while Lazy Weekend may have a smaller number of activities, which hinders them from subdividing the activity types. Therefore: As the number of activities gradually increases, Lazy Weekend needs to continue to improve in this regard and gradually subdivide the types of activities.

③ Recommended special activities

(Left picture: Where to go on the weekend? Right picture: Lazy weekend)

The special activity recommendations of Where to Go on Weekends and Lazy Weekend only appear in the banner section of the homepage. On the special activity page, Where to Go on Weekends will write a paragraph in front of the recommended activity to resonate with users through text descriptions, and will also be accompanied by a picture that fits the special activity to create a better atmosphere. It is worth mentioning that in addition to special activities, the banner section of the homepage will also have some high-quality activities that users can observe at the first time, thereby increasing their favorability towards the product.

Lazy Weekend directly displays recommended activities. In addition, the special event recommendations of both apps will display activities that match the location and special event recommendations based on the location. During the experience, I felt that the activities in the special topics lacked appeal, and some activity covers were not well chosen, making it difficult to attract users' attention.

Summary and immature suggestions: The author believes that the reason why users click into a special topic may be that the topic theme matches the user's interests and hobbies, the type of activities that are popular in the season, or the topic cover image or copywriting may have attracted the user.

Overall, it is difficult for the content of a special topic to attract the attention of most users. In addition, the number of special topics is small, so it is even more difficult to achieve good results in the special topic section. And because activities are time-sensitive, many activities will only take place for a period of time. In addition, the number of activities is limited, so it may not be realistic to present more topics at one time. therefore:

1. It is necessary to improve the quality of the content of individual topics, and focus on the design of topic pictures, copywriting, and the fun of activities.
2. We can also increase the exposure of special topics in a short period of time by promoting them on various new media platforms.

④ Event Selection VS This Week’s Hot Events

When you click into the two apps, the homepage of Where to Go on Weekend displays the Featured section, and the homepage of Lazy Weekend displays the Hot Events of the Week section. Both of these sections are intended to be the first things users see after entering the App. In a sense, these two sections are actually the same in that they both show high-quality events to users first, giving users a good first impression and increasing product stickiness. I may not know the mechanism for selecting activities. It may be selected by the operators themselves or determined by other criteria such as the number of activity collections.

⑤ You may also like

Both apps have similar functions. Where to Go on Weekends puts it on the discovery page. It may be because they hope that users will browse the homepage first, and through the browsing process on the homepage, the activities displayed in "Guess You Like" will be more in line with user requirements. It may also be because product designers prefer to let users find the activities they want based on their own needs, and "Guess You Like" is only a reference, so it is more appropriate to put it on the discovery page.

For Lazy Weekend, the Guess What You Like option is placed on the homepage. You only need to click the Guess What You Like option on the homepage to jump to the Guess What You Like page. Since all the activities of Lazy Weekend are gathered on the homepage, users will stay on the homepage most of the time. Therefore, it is more appropriate to put the Guess What You Like option on the homepage to reduce the user's excessive operation process.

It may be because there are not enough activities at present or it may be related to the algorithm. The activities provided in the "Guess You Like" are not very satisfactory and still need to be improved.

(Left picture: Where to go on the weekend? Right picture: Lazy weekend)

⑥ Nearby Activities

(Lazy weekend)

This is a unique feature of Lazy Weekend. Based on your location, it will provide nearby activities that are ongoing or have not yet started, and arrange them from near to far. This gives users another option when it comes to finding activities. But in fact, if you think about it, you can replace this function by creating a sorting function like Weekend Go to Men'er, and this sorting function also includes multiple arrangement methods, so it may not be necessary for Lazy Weekend to create a special section for nearby activities.

(2) Registration activities

(Left picture: Where to go on the weekend? Right picture: Lazy weekend)

In the purchase process, it takes four steps from booking to completing payment for Weekend Where to Go, while it only takes three steps for Lazy Weekend. In terms of purchase efficiency, Lazy Weekend is better. In terms of payment methods, Weekend Where to Go supports three payment methods: Alipay , WeChat and UnionPay, while Lazy Weekend only supports Alipay and WeChat. In terms of ticket collection methods, Where to Go on Weekend supports electronic tickets and physical tickets by mail, while Lazy Weekend only supports electronic tickets. Therefore, due to the difference in ticket collection methods, users need to write the delivery address on Where to Go on Weekend, which also results in There being one more step in the purchasing process for Where to Go on Weekend than for Lazy Weekend. Another point to note is that after completing the booking and payment on the two apps, users still need to make a phone call to communicate with the event organizer in advance to confirm the appointment time. If there is some way to directly avoid the step of making a phone call, this will improve the purchase conversion rate to a certain extent and reduce user communication costs. If you have any questions, you can consult online or by phone.

If you are still worried about whether to sign up, there is a collection function in the upper right corner of the booking page, giving users time to think it over.

① Activity evaluation and questions

On the event details page, Where to Go on Weekend has an event evaluation function, while Lazy Weekend has a question-asking function.

(Left picture: Where to go on the weekend? Right picture: Lazy weekend)

In the event evaluation, text and picture evaluation are supported, and star ratings can be given to the activities. Evaluations can also be liked, replied to, and even shared. It can be said that everything that is needed is included. The question function allows users to ask their questions to the organizer of the event, and the organizer will then give an answer. When users are hesitant about whether to participate in an event, their activity reviews can greatly help them make more effective judgments and reduce their concerns about the quality of the event. For those activities with high evaluation, more users will be attracted to participate to a certain extent.

Summary and immature suggestions: In fact, both have their own advantages and can meet the corresponding needs of users. The former can enable users to have a basic understanding of the quality of the event, and the latter can solve users' questions about the event. How to skillfully combine the two will further enhance user experience and increase purchase conversion rate.

3. Information Architecture

From a structural point of view, the homepage and discovery page of Where to Go on Weekends are where users mainly focus, while the structure of Lazy Weekend is relatively simple, and in most cases people may only browse the homepage, which seems to make it difficult to retain users for a long time.

4. Interaction Design

(1) Home page

(Left picture: Where to go on the weekend? Right picture: Lazy weekend)

Where to Go on Weekends is mainly white, with a light gray base and blue-green color, creating a fresh feeling that is positive, sunny and full of vitality. You can switch between featured and other activity categories by swiping left and right on the page. Where to Go on the Weekend adopts the framework mode of the bottom navigation bar, which is the menu mode currently adopted by most products. It allows users to clearly understand the functions of each module and enter the relevant interface at any time. The activity content of where to go on the weekend includes a large picture, plus necessary information such as title , price, subtitle, location and start time below the picture. Users can get a general idea of ​​the basic information of the event before clicking into the event details page, thus improving screening efficiency.

Lazy Weekend is relatively simple, with a white base, black fonts, and gray as a secondary color. The neutral color combination gives people a relaxed feeling and a niche style. Lazy Weekend uses a drawer-style navigation. Click the lazy cat icon in the upper left corner to expand it, and click the lazy cat again or drag it upwards to shrink it. This navigation design is relatively new. The common drawer-style sliding navigation puts the navigation on the left side and operates by sliding left and right. The navigation of Lazy Weekend is placed at the top and can only be opened by clicking, which is relatively inconvenient. However, the other pages of Lazy Weekend are not used frequently, so there is nothing wrong with this design, and users can focus more on the content of the homepage. But there is a problem. For new users, it may not be easy to find out at first that Lazy Cat is clickable. It takes some time to explore before they can find it. The event content uses large pictures, and the necessary information such as title, location, event type, time, price, etc. are presented below the picture. The user's vision can be focused on a relatively small area for easy reading. Only one activity content can be fully presented on one page, so that users can focus on only one activity at a time and increase the click-through rate .

(2) Event details page

(Left picture: Where to go on the weekend? Right picture: Lazy weekend)

When you click on an event on the homepage of Where to Go on Weekends, you will enter the event details page, where you can clearly see the event cover image, event title, price, date and event location. By clicking on the event location, you can also see the map navigation of the event location, which is convenient for users to find the event location and travel routes. By swiping down, you can also see the specific details of the event, ticket types, participation instructions, warm reminders and other information. Sharing and collection are fixed in the upper right corner of the page for user convenience. The cost of the activity is clearly marked in the lower left corner of the page. In the lower right corner is a red "I want to participate" button, which is fixed below. The red color can stimulate the user's desire to buy. Users can sign up for the event by clicking this button.

Click on an activity on the homepage of Lazy Weekend and jump to the activity details page. At first glance, you can see the large picture at the top, which displays pictures of the activity content in a slideshow format. It also shows the activity title, price, and activity time. Another thing worth noting is that the activity category is also displayed on the left side of the price, which is a good design. Sharing and collection are also fixed in the upper right corner of the page, just like where to go on the weekend. Scroll down to see event details, tips, booking instructions, questions and other information. The "Book Now" button is fixed at the bottom of the screen, making it convenient for users to book at any time and improve conversion rate.

User Reviews

(Where to go on the weekend on the left and lazy weekend on the right)

In terms of product ratings, both products scored highly, with a score of 4.5, proving that most users have a relatively high opinion of the products. However, many shortcomings can still be seen in some users' comments, such as too few activities in some cities, inability to contact customer service, no one answering the call, no ticket refunds, false activities, etc. These problems need to be rectified in the future to bring a better experience to users.

Summarize

After analyzing all the above aspects, if Where to Go on Weekends and Lazy Weekend want to improve the user experience, in addition to continuously optimizing the functions and processes of the products, what is more important is to improve the quantity and quality of activities. Only by doing the core content well and meeting the needs of users can we attract a large number of new users and prevent the loss of active users .

suggestion

(1) Where to go on weekends

1. Some users may not know what activities to search for, so you can consider adding popular search keyword recommendations.
2. You can consider changing the prompt in the search box on the homepage to "Search for exciting weekend events or places."
3. It is necessary to improve the quality of the content of individual topics, and focus on the design of topic pictures, copywriting, and the fun of activities.
4. Try to combine the activity evaluation and question functions on the activity details page.

(2) Lazy Weekend

1. Some users may not know what activities to search for, so you can consider adding popular search keyword recommendations.
2. As the number of activities increases, Lazy Weekend needs to gradually subdivide the types of activities.
3. Create a sorting function on the home page.
4. Try to combine the activity evaluation and question functions on the activity details page.

In addition, there is a serious phenomenon of homogeneity in activities now. How to solve this problem is also what "Where to Go on Weekends" and "Lazy Weekend" need to face. In fact, establishing a community is a direction worth considering for expansion. This can differentiate it from other products, establish its own competitive barriers, and is also a good way to increase product user stickiness. By forming core user stickiness through the community, users can share in the community about good places or activities encountered in life, or users can independently organize free activities in the community to allow more users to participate. At present, the interactivity between users is still very weak, and the community can make the connection between users closer.

There is still a lot of room for the weekend market now, but facing the competition from related industry giants such as Ctrip's surrounding tour business, Meituan Dianping, Damai.com, etc., the time and space left for weekend destinations are very limited. Therefore, there is still a long way to go.

I hope everyone can give some suggestions, thank you.