Quark Product Operation Analysis Report

With the widespread promotion of mobile Internet, mobile browsers are also being widely used and are constantly updated and iterated as the market situation changes.

1. Purpose of Competitive Product Analysis

As China's mobile Internet demographic dividend gradually reaches its peak, the Matthew effect in the mobile browser market is becoming increasingly stronger. In the fiercely competitive environment, new value elements are still bringing new opportunities: Generation Z and post-00 users are gradually becoming the main body of the network environment, and new technologies such as artificial intelligence are becoming more mature. The purpose of this competitive product analysis is to explore the changes in mobile browser products under new value elements and to prepare for further product iterations.

2. Market Analysis

1. PEST Analysis

1) Political factors

With the rapid development of information network technology, mobile Internet has effectively promoted the deep integration of the Internet and the real economy, and has become a new field of innovation and development, a new platform for public services, and a new channel for information sharing.

At the Fourth Plenary Session of the 14th CPC Central Committee, the country proposed to vigorously promote the modernization of the national governance system and governance capabilities, which will provide support for the development of mobile Internet. The support policies for new urbanization will also provide support for the release of the demographic dividend.

In terms of mobile Internet policies, policies such as the "Several Opinions of the General Office of the People's Government of Hunan Province on Continuously Promoting the High-Quality Development of Mobile Internet Products and Accelerating the Development of Digital Products" in December 2020 will help the future development of mobile Internet.

2) Economic factors

With the rapid development of China's economy, China's per capita disposable income has increased from 28,228 yuan (2018) to 32,189 yuan (2020). Residents are able to equip their families with more mobile terminals such as mobile phones and are more willing to pay for virtual services. This will boost the popularization of mobile Internet and bring more profit opportunities to the industry.

3) Social factors

As mobile Internet penetrates into every aspect of people's lives, using mobile terminals such as mobile phones to handle life affairs has become the norm. The home isolation caused by the 2020 epidemic has made users willing to spend more time on the mobile Internet, which will promote the faster development of the mobile Internet.

4) Technological factors

On June 6, 2019, the Ministry of Industry and Information Technology issued 5G commercial licenses to operators.

In March 2020, policies such as the "Implementation Opinions on Promoting the Accelerated Development of 5G" and the "Implementation Opinions on Promoting Consumption Expansion and Quality Improvement and Accelerating the Formation of a Strong Domestic Market" provided policy support for 5G infrastructure and commercial use.

With the continuous development of deep learning theory, available products have emerged in fields such as speech recognition, personalized recommendations, and artificial intelligence, providing support for the further development of search engines.

5) PEST Summary

Overall, there are still many new variables in the current browser market. The rapid development of technologies such as voice recognition and personalized recommendations will bring new value elements to mobile search. Changes in the interests and knowledge structure of Generation Z users will also bring new opportunities for mobile search.

2. Market Status

According to data from iResearch Consulting, the number of third-party mobile browser users in China was 682 million in 2019, and the number of users in 2021 was about 730 million. The year-on-year growth rate has been declining year by year, indicating that the demographic dividend is coming to an end.

In the current search market, Baidu, UC Browser and Sogou Browser are at the top of the market. They all have information content such as information streams and short videos, and their functions are integrated with mini-programs. There are relatively few products that are characterized by simplicity and no information flow, and most of them are tool-type products.

3. Find Competitive Products

1. Find competitors

In the iOS tool rankings, we found several browser products that ranked relatively high. Then we found applications with a product architecture similar to Quark but without information flow or short video content. The results are as follows:

2. Identify competing products

As a product incubated by UC Browser, Quark’s product features are quite different from those of UC.

• In terms of product architecture, Quark’s core features are simplicity and no information flow.
• When it comes to presenting search results, accurate hits are the core of the experience.
• In terms of gameplay, it combines multiple functions in a way similar to that of a mini-program.

Therefore, in the selection of competitive products, the direct competitive differentiation points are the absence of information flow and simplicity, while the indirect competitive differentiation points are the similarities in search result presentation and gameplay. Finally, we found that the direct competitor is Simple Search and the indirect competitor is QQ Browser.

4. Strategic Level Analysis

1. Official product introduction and product positioning

2. Business Distribution

3. Business Model

4. Search Index

Data source: Baidu Index

According to Baidu Index, the search indexes of the three products change on a weekly basis, among which simple search has the lowest search index, while the search indexes of Quark and QQ browsers are relatively close.

Judging from the trend, Quark's search index growth rate is significantly higher than that of its competitors: in 2020, Quark's overall search index was lower than that of QQ Browser, but it surpassed it in January 2021.

From the extreme point of view, QQ Browser had three browser index outbreaks within three months. The reasons for the index outbreaks were: "QQ is trying to read the user's browsing history event" (January 19, 2021), "QQ Browser card collection activity" (February 4, 2021), and "QQ Browser brand upgrade activity" (March 22, 2021). Quark's index rose once, which was the "Quark announced its brand spokesperson" event (March 26, 2021).

Overall, excluding operations and news events, Quark's natural user growth rate is the highest.

5. User analysis

1) Analysis of user gender ratio

Data source: Baidu Index

Judging from the gender ratio of users, Quark has the highest proportion of female users (Quark: QQ Browser: Simple Search = 38:31:18). The speculated reason is that Quark's product operations are closer to female users (two-dimensional product language, Wang Junkai as the brand spokesperson).

Simple search has simple functions and can directly obtain search results, which makes it more attractive to male users.

2) User age composition

Data source: Baidu Index

In terms of user age distribution, Quark and QQ browsers are more evenly distributed, while simple search users are mainly concentrated in the age group of 20-39.

Judging from the individual data, Quark has a higher proportion of users under 19 years old and aged 40-49, while the proportion of users aged 20-29 is significantly lower. The reason is speculated to be that free novels, Quark Learning and other content are more popular among students, while users aged 40-49 have a clear preference for Quark Health content.

For users aged 20-29, mini-programs such as Quark Learning and Quark Health are not attractive enough, while QQ Browser, which is connected to WeChat mini-programs, has more advantages in this age group.

3) Geographical distribution of users

Data source: Baidu Index

From the perspective of geographical distribution of users, Quark's user distribution is more relevant to the population of each province and has better universality.

Users of QQ Browser and Simple Search are mainly distributed in economically developed areas.

From the perspective of regional distribution, Quark has seized the opportunity of the popularization of mobile terminals, has fewer economic and preference attributes, and is also better distributed in economically underdeveloped areas.

4) User positioning

• Quark: Users of Generation Z and post-00s who like the ACG world, fresh trends, and pursue free content and refreshing experiences.
• QQ Browser: It is aimed at users who seek an all-around experience with powerful functions that can meet most needs.
• Simple search: users who seek fast response results and simple experience.

5) User needs

5. Scope layer analysis

1. Functional specifications

1) Quark functional structure diagram

Judging from the product function structure diagram, Quark’s core functions consist of [Search], [Reading], [Mini Program], and [Quark Baby].

In the [Search] function, the precise matching function of text search consists of two components: [Quick Search] and [Smart Match], which can directly hit the results on the typing page. There are many functions in the photo search. In addition to tool functions, there are also interesting gameplay such as AI games.

[Mini Programs] are mainly a collection of small functions, and there are also core applications such as [Quark Learning] and [Quark Health], but some functions are implemented in the form of jumping to web pages, which provides a poor experience.

The [Quark Baby] function serves as a voice assistant, integrating all voice entrances in the APP, and the personified image provides a stronger sense of companionship.

The contents in [Reading] are free novels and comics, and there are no paid novels. Mainstream browsers generally do not have built-in comic sections, so it can be inferred that Quark's core users tend to be middle- and low-income people and students.

2) QQ Browser Functional Structure Diagram

Judging from the product structure diagram, QQ Browser consists of main functions such as [Novels], [Short Videos], [Information Stream], [Mini Programs], and [Search].

Compared with Quark, QQ Browser focuses more on information and short videos. At the same time, it has integrated QQ Kandian, which gives it a huge advantage in content supply.

The [Mini Program] function has opened up the WeChat Mini Program, and the huge number of developers gives QQ Browser a huge advantage in the Mini Program direction.

QQ Browser also has some built-in small games, mainly content developed by QQ Kandian. Since QQ Kandian’s games are centered around social interaction, the browser experience of this module still needs to be improved.

In terms of image search capabilities, its recognition capabilities are weaker than those of its competitors, and it has not yet been connected to mini programs, so there is huge room for imagination.

3) Simple search function structure diagram

Judging from the simple search function structure diagram, the simple search function is relatively simple, and its core consists of two functions: [Search] and [Voice Search].

In [Photo Search], the recognition ability and accuracy of simple search are the best. However, [Photo Search] has fewer sub-functions and narrow usage scenarios.

In [Voice Search], simple search has the fastest recognition speed, and the voice search experience is the best among the three.

The [Topic] function of simple search is relatively new, providing a sense of companionship during the search in the form of real-life celebrities, which has a certain freshness.

6. Structural layer analysis

1. Information Architecture

1) Quark information structure diagram

Quark's product architecture is relatively clear. The homepage is a search and navigation bar, and at the bottom are four major modules: [Reading], [Web Page], [Quark Baby], and [Settings].

[Reading] and [Quark Baby] are both independent sub-functions, and search-related functions are built into the [Settings] module.

The homepage integrates shortcuts, mini-programs, favorite URLs and other components into the navigation bar, resulting in a messy layout of components in the navigation bar. And the number of components in the navigation bar is limited to 10. As the number of mini-programs increases, there will not be enough space.

The bookshelf function in the [Reading] module has been separated into an independent component, probably because it was designed with reference to UC Browser. However, since Quark does not have the function of importing local reading files, the effectiveness of separating the bookshelf is relatively low. At the same time, the entrance to the Quark Baby function is nested in the bookshelf. The icon of this entrance is similar to the UC Reading membership icon. It is probably a placeholder function, waiting for the next iteration.

2) QQ browser information structure diagram

Judging from the page architecture of QQ Browser, search-related functions are concentrated at the top of the homepage, and the five tabs at the bottom are independent functions and have basically nothing to do with search.

On the text search page, there are four functions: [Recommended Search], [Search History], [Guess What You Want to Search], and [Hot Search List]. There are too many functions and the layout is rather messy.

In the [My] module, there are two entrances to the mini-program and novel functions, which overlap with the mini-program entrance at the top of the homepage and the free novel module entrance in the bottom tab. The entrance to my card collection function is also repeated, and the page structure needs further optimization.

In web management, three functions are built-in: multi-window, favorites, and history. The three tabs are located in the middle of the top and cannot be switched by sliding, so the operation is rather cumbersome.

3) Simple search information structure diagram

Judging from the simple search information architecture diagram, the information architecture of simple search is similar to that of Quark. The homepage only has a search function, and the [Personal Center] and [Web Page Management] tabs at the bottom are consistent with Quark.

The difference is that simple search places the [Voice Search] function in the bottom tab, which increases the prominence of [Voice Search].

The [Navigation Bar] for simple search is on the drop-down page. Baijiahao and small function entrances are placed in the [Personal Center] module, and the entrances are deeper.

2. Interaction design, operation process and user experience

1) Search process

① Quarks

② QQ Browser

③ Simple search

2) Information display and functional points during operation

3) Summary

① Quarks

1. Among the three products, Quark's search experience is the best. [Quick Search] and search recommendations can improve the hit rate, and the URL auxiliary input function has a good experience. There is no voice search function when typing in the search box.
2. Quark's [Quick Search] and precise matching can improve the hit rate on the input page.
3. Voice search is presented in the anthropomorphic image of Quark Baby, which makes it more companionable, but the recognition speed is slower than that of competing products.
4. There are large areas of blank space on the search page, and the product is relatively simple and beautiful.
5. Photo search cannot automatically identify, and the recognition speed of photo pages is slow. When the recognition is inaccurate, too many matching results are given and the information is a bit cumbersome.
6. There is a convenient input function when entering URLs, which provides a better experience.

② QQ Browser

1. Overall, the search functions of QQ Browser are squeezed together, with too many functions gathered at the top of the homepage, resulting in a poor search experience.
2. For different types of search results, the templates of [Smart Recommendation] are different, and two mini-programs will be nested in one column, which provides a poor user experience.
3. [Smart Recommendation] will push the APP download link, and click it to jump to the App Store. This feature has a poor experience on iOS.
4. On the search page, there are four functions: [Recommended Search], [Search History], [Guess What You Want to Search], and [Hot Search List], with more functions on a single page.
5. When you type "" in the URL search, the recommended URL is a fixed recommendation, and there is no Chinese label for the URL name, so the practical value is low.
6. The applicability of photo search is poor.

③ Simple search

1. The simple search page is relatively simple, the search function is relatively smooth, and the voice search experience is better. In terms of search process, it is closer to the PC experience and does not have functions such as precise hits.
2. Clicking the voice icon in the search box does not work.
3. The camera search function is powerful and can identify multiple objects at a time with high accuracy.

4) Optimization suggestions for Quark

1. Add voice input function in the search box.
2. Accurate search results can match established mini-programs. For example, searching for diseases can directly match the content of the Quark Health mini-program.
3. Reduce the hit words in the photo search and only provide one matching result type.
4. Increase the presence of Quark Baby in text and image searches, and adapt certain functions.

7. Functional Analysis

This competitive product analysis is mainly aimed at the experience of new technologies in search, so this time we choose three functions: instant hit, voice search, and smart assistant for comparative analysis.

1. Analysis of intelligent recommendation function

1) Comparison of recommendation sections for different search terms

Using "qq" as the search term, the qq browser's smart recommendation positions are 3 rows, namely "Mini Programs", "Download APP Jump", and "QQ View Account". Quark's recommendation position is 1 line, and the recommended content is a web page.

Using "new crown vaccine" as the search term, QQ Browser's intelligent recommendations are: "Selected Information", "Latest Information", "Latest Videos", which mainly link to the QQ Highlights function.

Quark’s recommended position is “Vaccine Assistant”, and there is a [Quick Search] section below the search box. Click "Vaccine Assistant" to enter Quark Health's exclusive page. Click on the quick search section to search for "new crown vaccine" as a keyword on different websites.

2) Summary of intelligent recommendation function

Judging from the content display of the smart recommendation position, the QQ browser recommendation position has no fixed format. The content inherits the QQ highlights, mini-programs, and program download functions, and displays different content based on different search results.

Quark's recommendation position is limited to one, and the content is mainly limited to web page recommendations, with the aim of quickly completing web page search goals. Quark also has a [Quick Search] function that can transfer the search terms in the current search bar to a specific website for search.

Judging from the performance of the intelligent recommendation function, the main purpose of QQ is to link multiple functions and become the entrance to related services. The main purpose of Quark is to optimize the web search process and improve the web search experience. From the perspective of product optimization, if Quark's [Quick Search] section can link to the mini-programs of various websites, the display of search results will be better.

2. Comparison of voice search functions

1) Voice search page display

2) Voice search comparison

3) Voice Search Summary

1. In terms of the steps to trigger voice search, QQ Browser is the most cumbersome: Quark and Simple Search only require clicking the voice search icon to complete the operation, while QQ Browser requires two steps: clicking the icon and clicking to start speaking.
2. In terms of the fluency of voice search, simple search has the highest voice search fluency: click the voice search icon to start the search, press and hold the icon to input for a long time, and swipe up to cancel the search.
3. In terms of voice recognition time, both Quark and QQ Browser only support short-term voice recognition. Simple search and long pressing the icon can support long-term recognition.
4. Simple searches can be done using the voice wake-up function “Xiaodu Xiaodu”, which is a fairly novel feature.

3. Comparison of smart companion functions

1) Smart companion page display

2) Comparison of intelligent companion functions

3) Summary of intelligent companion function

As can be seen from the above picture, the three approaches to companionship are different. In Quark, Quark Baby creates a sense of companionship through chatting, mainly in the form of text, with voice also being considered. In addition to chatting, Quark Baby can also play text games and recommend content.

Simple search is in the form of a celebrity theme, which changes the homepage into an exclusive celebrity theme, sets a voice play button, and clicks to play the celebrity's voice. Overall, the celebrity voice function only plays content unilaterally, cannot generate interaction, and cannot recommend related content, so it is less practical.

The companionship function of QQ Browser is "Kandianjun". Currently, the function is used to recommend information content, and the function is still being iterated.

8. Conclusion

1. SWOT analysis

2. Product iteration direction

The product iteration direction obtained from this analysis is:

1) Enhance the product search experience.

1. Added voice search function within text search.
2. Reduce the number of matching results for image searches and improve the certainty of image searches.
3. Improve speech recognition speed.
4. Increase video content in search results.
5. Optimize the voice search process and improve fluency.

2) Enhance product experience for young and middle-aged users (20-29 years old).

1. Match relevant content for young and middle-aged users in Quark Baby.
2. Establish high-quality mini-programs to meet the mainstream needs of young and middle-aged users.

3) Enhance the product’s mini-program experience.

1. Display news aggregation in the form of mini-programs.
2. Create applets for gameplay in Shortcuts.
3. Cooperate with mainstream websites to establish independent mini-programs.
4. Link the address of the [Quick Search] section to the mini program.

4) Enhance the overall display of Quark Baby.

1. Add the display of Quark Baby in text and image searches.
2. Strengthen the intelligence and search capabilities of Quark Baby.
3. Added the ability to wake up Quark Baby via voice.

3. Conclusion

Through the competitive analysis of Quark, QQ Browser, and Simple Search, we determined the advantages and disadvantages of Quark and the future iteration direction of the product.

The iteration direction determined by this competitive product analysis is:

1. Optimize the search experience of new technologies;
2. Improve product experience for specific groups of people.

Next, we will combine the demand analysis to complete the demand document and provide support for product iteration.

Author: Trek

Source: Trek