How to operate an App from Fenda

1. Introduction

Looking back, from the popularity of rewarding users in 2015 to the launch of Fenda in 2016, the Internet is undergoing a transformation from free to paid. It turns out that we can design a way to make consumers pay voluntarily; it turns out that there are many people on the Internet who are willing to pay; it turns out that the knowledge payment economy is slowly arriving.

Fenda App: Users can introduce themselves or describe their areas of expertise on Fenda, set the price for paid Q&A, and other interested users can pay to ask them questions.

Product History: It was launched in May 2016, and had a 47-day dormant period from August 11 to September 27. After returning, there were only three categories left in the "Find People" interface: Health, Workplace, and Science.

Analysis environment: Android 5.1.1

App version: Fenda V1.6.0

2. Product Analysis

1. Macro data analysis

1) Ranking

The real-time ranking of Fenda App on iPhone on October 24, 2016:

Summary: The ranking in the overall list (free) is not monitored, it may be that the Fenda App is ranked lower than 1500 in the overall list (free).

Ranking trend chart of Fenda App on iPhone from June 1, 2016 to October 24, 2016:

(The small red flag indicates a new version)

Summary: From August 11, 2016 to September 27, 2016, Fenda was in hiding for 47 days. During this period, it was not ranked in the overall list, and its ranking in the social list dropped from the top 50 to outside the top 200. This hiding had a great impact on Fenda. Judging from the overall (best-selling) ranking, Fenda's ranking quickly rose to 357th when it was first launched, and then dropped. Perhaps users were very curious about this format at the beginning and tried it out one after another, but when the excitement passed, they lost interest in using it. However, Fenda App has always ranked high on the social rankings.

2) Keyword coverage and ranking

As of October 24, 2016, the Chinese region covered a total of 374 keywords, with 11 of them ranking in the top three search results and 17 of them ranking in the top ten search results. Among them, there are 56 keywords with a search index ≧4605, 1 of which is ranked in the top three search results, and 2 of which are ranked in the top ten search results.

3) Market download volume

Android Market

Android total download statistics:

Total downloads trend chart from July 22, 2016 to October 24, 2016:

Summary: Android Market data only started to be available from July 22, 2016. From July to early August, the number of downloads showed a rapid growth trend. However, the download volume grew very slowly from August 11, 2016 to September 27, 2016, probably because this was Fenda's silent period. At the end of September, when Fenda made its comeback, the number of downloads increased by 184,501. After that, the number of downloads showed an upward trend, but the growth was slower than that in July. The possible reason is that users have passed the period of curiosity and excitement.

Android daily download statistics:

Daily new trends from July 22, 2016 to October 24, 2016:

Summary: Data is only available from July 22. Downloads have been fluctuating in the early stages. From August 7 to September 27, the number of downloads increased by about 1,000 per day, which is lower than the usual level and has very little fluctuation. This is because this period is the hidden period of Fenda. On September 27, the daily number of new users increased dramatically. This was the first day of Fenda’s return. After that, the daily new downloads were in a fluctuating period, but overall they were not as large as those in July.

Download channel distribution chart:

Summary: Huawei has the largest market share, followed by App Store and Baidu in third. Huawei mobile phone users are generally young people with a strong ability to accept new things. Huawei mobile phone users may be more in line with the user positioning of Fenda App. App Store is a product of Tencent, and it has a large number of users. Baidu also has a large number of users, ranking third in the channel, but not as many as App Store. Perhaps App Store's users are more in line with the positioning of Fenda App.

4) User Reviews

App Store Reviews

Rating statistics chart:

(Note: Ratings of three stars and above are considered positive, and ratings below three stars are considered negative)

Daily statistics: from June 14, 2016 to October 24, 2016

Summary: There are no comments for the latest version, probably because the latest version was released two days ago.
Among all versions, there are many 5-star and 1-star ratings, and users are polarized.

In the early stage after the product was released, there were many positive reviews and basically no negative reviews. However, during Fenda's silent period, negative comments skyrocketed, and most users left for Zhihu , Zhihu Live, etc. After Fenda's return, the number of positive comments increased, but on October 12, the number of negative comments reached 16. On that day, users could eavesdrop on all the answers for free, and the fee was paid by Fenda, while the income of the answerers and questioners was settled normally, so the negative comments may be malicious comments from competitors or users who had previously paid to listen.

Android Reviews

Summary: The average scores of Wandoujia and Meizu are too low. It may be that the products are not suitable for Wandoujia and Meizu users, or there may be deviations in the data statistics. The ratings of other app markets are all above 4 points.

5) “Fenda” search index trend

On iPhone devices, the search index trend chart from May 21, 2016 to October 24, 2016:

Summary: In the early stage after the product was released, the exposure rate was greatly improved due to the large number of forwardings by celebrities and users in the circle of friends and the novel form, and the search index was very high. Later on, users may have passed a period of curiosity and the search index is declining. By mid-August, the search index was very low due to its anonymity.

6) Financing

• In June 2016, Fenda completed its Series A financing, with Jing Capital and Sequoia Capital China jointly investing , and Wang Sicong's Pusi Capital and Luoji Siwei participating in the investment. The amount of financing was US$25 million and the valuation exceeded US$100 million.

A little reminder: We need to analyze based on data, but the data is only for reference and does not necessarily represent the actual situation. Sometimes there may be problems such as incomplete data and differences in backend calculation methods.

2. Product analysis

1) Product positioning

In May 2016, Fenda was launched. Users introduce themselves and describe their areas of expertise on the Fenda platform, and set the price for paid Q&A. If other users are interested, they can pay to ask them questions, and the other party will answer them in a 60-second voice message. After the question-and-answer session, if "tourists" are interested, they can continue to pay to listen, and the money paid will be shared equally by the questioner and the answerer. The more valuable the question is, the more people will listen to it, and the more profit both the questioner and the answerer will make. This encourages users to ask and answer questions to a certain extent.

What is Fenda: Voice answers worth paying for

Main function: quickly acquire knowledge and experience and meet personalized needs

Product slogan: Your problem, solved by experts

Product Features: Experts on "Fenda" will answer the questioner's questions in 60 seconds of voice for a fee. The answers can be deposited for sharing transactions. Any user can pay 1 yuan to "eavesdrop secretly", and the questioner and the answerer will receive a share of the eavesdropping. Help users acquire knowledge in the easiest way and become “one-minute friends” with the celebrities in their minds

Target customer groups: VIPs who want to share knowledge, people who have questions to ask VIPs (maybe students, white-collar workers, etc.)

User needs and pain points:

• Have you encountered a problem, but there is no professional to answer your questions?
• Want to share your experience, but don’t have a way to make money?

Main objectives of the answer:

• Let those who have questions get satisfactory answers.
• Let those who answer the questions gain benefits.

2) Visual level analysis

The icon of Fenda App is orange, warm and welcoming.

The words "Fenda" are located in the middle of the icon, and the font is cute. It may be related to interactive Q&A, because Q&A is cute in nature.

After entering the software, you can also see a lot of orange-red, which achieves unified and simple colors.

3) Interaction and functionality

①Product structure

②Use flow chart

The main modules are hot, listen, find people

Popular

There are two parts in the popular pages: free and discussion. There is also a search function in the upper right corner.

Limited free: You can listen to some answers for free for a limited time. Some answers will have a reminder on the right that ×× minutes are remaining. Look, what others had to pay a dollar to listen to, I can now listen to for free. This greatly satisfies the user's vanity and is novel in form, which can bring a good user experience.

Discussion: In the discussion section, questions are initiated by Fenda, and users can answer questions or listen to other people’s answers. The discussion time for each issue is uncertain. Three issues were discussed on July 12, and three issues were discussed on July 16. However, recently, one issue was discussed on the 18th, 20th, 22nd, and 24th. The discussion cycle is 2 days, and the number of people participating in the discussion ranges from 25 to 442.

Since the discussion part requires user participation, it can increase user activity. If your answer is heard by many people, it will bring a sense of accomplishment, which is beneficial to both the software itself and the user. Quanquan found from the people participating in the discussion that if the question is more valuable, a lot of people will participate. The editor believes that if Fenda wants to increase user activity, it can give more consideration to the issues discussed and the direction of the discussion cycle.

Search: The search function in the upper right corner can be easily seen by users and is convenient to use.

Quanquan entered a keyword in the search box, and the first thing that came up was related people, followed by related questions. Each part shows 3 items, which just fills up one page. It feels very clear visually and conforms to the aesthetic.

Listen

You can see the answers of the people you follow on the listening interface.

There is a small icon of a person in the upper right corner, click it to see the person you are listening to. Click on the person who is listening, and the interface shown in Figure 3 will appear, where you can unfollow him, ask him questions, and listen to his answers. You can share the content you listen to on Moments, WeChat , and Weibo, or you can report it.

Personal experience: This interface is relatively simple. You can only unfollow people but not add new ones. When a new user first comes in, this place is blank, which is quite embarrassing. If this is combined with the search function, you can see the people you follow in this interface, and also search for the people you want to follow, which will reduce operating costs and be in line with operating habits. Of course, the above only represent my own views~

Find someone

The search interface includes: three categories (health, workplace, and science), wonderful collections, popular celebrities, newcomers list, and talent list.

Each section displays 3 items with View More displayed below. The interface is clean and easy to use.

The search here is the same as the one above, and it also displays 3 people and questions each.

3. Operational analysis

1) Operation

①Content Operation

The popular ones on Fenda are limited free and for discussion.

Put the limited free product on the homepage, because the basic form of the product is a question and an answer. Display the question and answer directly to users, allowing new users to quickly understand the product and experience it with zero barriers.

Discussions can also allow users who come in to participate in the discussion, gain a sense of accomplishment through the "number of people who have listened to it", and play psychological warfare. It's like I wrote an article, and I would be super happy if it got a lot of reads and likes.

On the Find People page, you can search for people and questions that interest you. There are three major categories here (health, workplace, and science), wonderful collections, popular celebrities, newcomers list, and talent list.

The three major categories only came into being after the return to weight loss, so we will not discuss this.

The wonderful collection includes expert answerers who support offline 1-on-1 appointments, well-known institutions that use Fenda, and selected experts and scholars waiting for you to ask questions. The New List is set up for new answerers. Here, enough recommendations can be given to new big names so that they can get exposure and ask questions to encourage them to answer questions and stay. The Talent List is a recommendation for popular answerers on Fenda, allowing popular answerers to have more exposure and income.

Summary: The content is rich and high-quality, which can meet the needs of most people. For celebrities, there are special hot-recommended celebrities and wonderful compilations to retain big Vs. For newcomers, there is also a new list to encourage answerers, encouraging them to answer questions and stay. Some popular answerers will also be on the talent list, giving them more exposure and income. Different groups of people have been taken into consideration, which is very thoughtful.

②New media operation

Fenda’s new media operation is a continuation of Zaixing, or in other words, it is a continuation of Guokr.com just like Zaixing. Fenda immediately opened its official Weibo and WeChat public account (the WeChat public account was renamed from the original Zaixing service account to Fenda).

On the one hand, the official Weibo account is used to interact with Weibo celebrities and share the wonderful content on Fenda, which can attract new users. On the other hand, the latest news of Fenda is announced on Weibo, which can provide users with the most convenient feedback channel, collect feedback on the product, and listen to the voice of users. You can also conduct some public topic activities on Weibo, which can also enhance your influence and expand your popularity. Currently, Fenda has 18,400 followers on Weibo.

The WeChat official account will organize the wonderful content into long articles, continuing the content-first nature of Guokr and Zaixing. In addition, it will also popularize some Fenda usage techniques for product promotion. The use of these new media also contributed to the popularity of Fenda.

③Brand promotion

Fenda continued its strong performance in brand promotion and was soon reported by many media outlets . The Series A financing was revealed by Ji Shisan’s circle of friends, and the formal press conference will be held in a while. This time difference is very clever, as it can trigger a sensation again when the product is cooling down. In addition, it also placed Fenda advertisements offline.

2) Commercialization and strategy

WeChat Big Data New List released the "Fenda" income rankings on June 3. Wang Sicong topped the list with an income of 230,000 yuan and more than 40,000 fans; followed by internet celebrity writers "ayawawa" and "Bu Jia V" ranked second and third with incomes of 89,000 yuan and 81,000 yuan respectively, and around 10,000 fans. Following them are artist Zhang Ziyi, screenwriter "Parrot Shi Hang", doctor "Union Hospital Zhang Yu", artist Wang Feng and so on.

New media analyst Ma Shicong said in an interview with China Business News: "The scarce resource in the content sharing economy business model lies in the sharers. They are the content providers and the factors that attract audiences. Due to their recognition of Fenda's paid profit-sharing model and their curiosity about the new social interaction method, a large number of 'Internet celebrities' (including celebrities) have flocked to the Fenda platform, using their influence and appeal to support Fenda's current popularity."
The editor believes that since celebrities have such a great influence, Fenda can continue to provide a platform for celebrities and rely on their influence to attract users.

Profit model: Through paid Q&A, simple and crude.

3) Version iteration

The update frequency of "Fenda" is 14 days/time, which is 53.3% higher than similar apps.

The update speed is very fast, and problems with the previous version can be corrected quickly, which is very important for startup products.

From the above picture, we can conclude that:

• Quanquan discovered from the title "One Hundred Thousand Internet Celebrities" that the main source of traffic at the beginning came from one hundred thousand knowledgeable internet celebrities. Attract users through the influence and appeal of Internet celebrities.
• For the answerer, they can repeat their answer, answer expired answers, or refuse answers, which is more user-friendly and improves the user experience of the answerer.
• In version 1.3, a new function of searching for people by category is added, which is more convenient to use. A free listening function has also been added. After the answerer shares the answer to a question within 6 hours, the answerer can share it to WeChat friends, Moments, and WeChat groups . Friends who see it can listen to the answer to this question for free for a limited time. Improved the influence of WeChat communication.
• A new discussion function was added in version 1.4 to meet the needs of user communication. A new feature for modifying nicknames has also been added.
• In version 1.6, users can listen to the answer for free for 30 minutes after answering, which is more attractive to users.

Summary: The key function of Fenda is to be able to answer questions, so to answer questions there must be an answerer and a recording, which correspondingly leads to questions such as the type of answerer, the quality of the recording, and whether the answers can be listened to for free. Fenda has made improvements to all of these.

4. Summary

1) Advantages

Fenda is currently the first product to realize monetization through voice Q&A. It is also excellent in product and operation. It received US$100 million in Series A financing only 14 days after its launch.

2) Disadvantages

Due to some reasons, it was in hiding for 47 days. After its return, its popularity declined significantly, and most of its users were lost to Zhihu. Some people complained that the 60-second voice chat is not suitable for knowledge dissemination. "It is difficult to maintain user stickiness to the platform by relying solely on celebrities and internet celebrities to gain popularity and attract attention. When the novelty wears off, Fenda will be in an awkward situation." Shen Zheyan said, "At present, Fenda is more about the monetization of interesting knowledge. Whether it can really become a platform depends on its subsequent development."

3) Opportunities

The answerer is the core of Fenda, and there are many big Vs in Fenda and Zaixing, which is a very good resource.

4) Threats

Zhihu is also a knowledge-based paid product. One is text and the other is voice, but both require some well-known answerers in the industry. It is difficult to say how they will develop in the future.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

This article was originally written by @爱盈圆圆 and published by (APP Top Promotion). Please indicate the author information and source when reprinting!