Douban Competitive Product Analysis

As a gathering place for literary and artistic young people, Douban seems a bit slow while other products are constantly seeking innovation and speed, and it still maintains a slow pace. However, with competition becoming increasingly fierce, can Douban continue to slow down? The author of this article conducts an in-depth analysis from six dimensions and shares it with you.

Purpose of analysis:

1. Improve the experience through product analysis

2. Improve your competitive strategy through competitor analysis

3. Optimize market matching through market analysis

4. Optimize the product’s revenue model

1. Market Analysis

Industry Analysis:

1.1 Analysis of the upstream and downstream industry chains of content communities

Data source: iResearch Consulting "2020 China Internet Media Content Community Model Development Research Report"

Douban's slogan is "an interesting and diverse cultural life community". It belongs to the entertainment content platform in the Internet content ecosystem.

The Internet media content community is the core hub for all parties in the industry chain to carry out content cooperation

From the perspective of horizontal operation of the industrial chain, the Internet media content community links brand owners and users, which not only meets the brand owners' needs for content-based brand exposure and channels for product sales, but also provides users with a centralized display channel for high-quality content. In the horizontal linkage of the industrial chain, Internet media relies on content communities to enhance the commercial monetization capabilities of both the B and C ends. From the perspective of the vertical operation of the industrial chain, while creators are increasing the content production capacity of the Internet media content community, the convenient content creation tools, diverse content display channels, huge traffic pools and systematic content monetization channels in the platform community are also feeding back into the improvement of creators' content production capabilities.

From the perspective of the vertical operation of the industrial chain, while creators are increasing the content production capacity of the Internet media content community, the convenient content creation tools, diverse content display channels, huge traffic pools and systematic content monetization channels in the platform community are also feeding back into the improvement of creators' content production capabilities.

1.2 PEST Analysis

P: Political factors

National policies strongly support cultural industries, such as film, television, music, etc.

The state has increased its control over public opinion. Douban’s community atmosphere and discussion content are unlikely to touch on sensitive national topics.

E: Economic factors

After experiencing the epidemic in 2020, the economy recovered rapidly and the income of urban residents increased. The proportion of quality and culture when they purchase products will increase.

The rise of the middle class and the cultural values ​​they advocate emerge

Monetization models such as content payment are widely emerging and accepted

S: Social factors

The population is highly mobile and the number of people living alone has greatly increased, leading to greater social demands among these people.

The growth of Generation Z means richer, more dynamic content to attract them

The proportion of people with higher education is increasing year by year, which means that the number of the middle class in society will gradually increase, which means that Douban's community cultural atmosphere will have more audiences.

T: Technical factors

Hardware upgrades, cheaper smartphones, better computing speeds, faster and cheaper Internet speeds have led to the prosperity of mobile Internet, and of course, the development of community platforms.

Big data: More and more companies are paying attention to the value of data, especially in product operations. They use their usage data to label users and provide more personalized content push services (including advertising marketing)

Visual algorithms and content carriers are constantly being upgraded, from text to images to videos, reducing the cost of content acquisition and displaying content in a more direct and interesting way.

1.3 Analysis of Monetization Channels of Internet Content Communities

The content community has derived diversified business models from the B and C ends towards the marketing line, product line, platform line and content line.

The content line business model drives the construction of content communities and content production. Various business models enable B-side brand owners to carry out marketing activities in a systematic manner in content communities, and enable C-side users to have a more complete usage chain and experience of content communities. At the same time, it also enhances the monetization capabilities of media platforms and the space for derivative business models.

The platform-line business model strengthens the platform's coordination and management of the commercialization and content-based behaviors of brand owners and users.

Content marketing is the future focus of major brands, and KOL is the best way to conduct content marketing. However, due to the content distribution strategy and community attributes, Douban has basically no valuable KOLs, while Weibo has many valuable KOLs. This is mainly due to the different preferences of content producers.

The most important people in the community system are content producers, who can be divided into three categories: top streamers, small internet celebrities, and ordinary people. The top streamers are the ones who can make the most money, they go to Weibo. Small internet celebrities rely on platform subsidies and also have a good income, they go to Bilibili. Ordinary people want to get spiritual rewards (likes), they like to go to Douban and Hupu the most. From the current development of these products, we can see that Weibo is really unique in making money, and Douban is still working hard.

The shopping habits of Chinese consumers are further shifting online. The convenience that the online shopping market brings to brand owners and consumers will continue to drive the development of the online shopping market. In the e-commerce market, content e-commerce has developed more prominently. It has expanded into rich consumption scenarios through diverse content forms such as pictures, texts, and short videos, and has continuously improved user preferences by relying on the combination of e-commerce and content. The content community product line business model composed of product sales, product commissions, etc. will also have broad monetization space and continuous monetization driving force due to the support of the huge base of the online shopping market and the pull of rapid growth, as well as the increasing preference of users for the combination of e-commerce and content.

1.4 User Analysis-User Portrait

The gender ratio of Douban app users is relatively balanced, with slightly more male users. However, based on the actual situation, active users are mainly female, and the activity level of male users is not high. Due to the need to obtain information and the demands of interest circles, users pay more attention to community forums. Among them, female users value community forums more than male users.

In terms of age distribution, users aged 31-35 account for the largest proportion, at 32.72%; followed by 25-30 years old, accounting for 27.46%; there are also many users under the age of 24, accounting for 20.4%. It is worth mentioning that the age group of 35-40 years old also accounts for 15.64%. It can be seen that the age distribution of Douban app users is quite wide, including those born in the 2000s, 1990s, 1980s, and even some born in the 1970s, covering multiple age groups:

Among Douban APP users, high-end consumers account for the highest proportion, which is 32.35%, while middle consumers account for 29.85%. High consumers also account for 13.48%, higher than low consumers who account for 6.72%. In general, Douban users have strong spending power and are more willing to pay for high-quality products, which is the key to Douban's e-commerce success. There are many local activities in big cities (concerts, sports events, movie viewings, art exhibitions, dramas, etc.). Douban can cooperate more with the organizers of these activities to attract users with high spending power to go offline for consumption. The market potential in this area should be huge. Douban should abandon its arrogant attitude of "rejecting the smell of money", embrace users of all levels of spending power, and think about various commercial monetization methods:

Having circles of interest/concern in community forums is more important to women, while male users pay more attention to points/levels. Douban's current community design also emphasizes women, strengthens groups, and weakens point registration. The community design of Hupu is just the opposite.

1.5 User Analysis-Estimation of Community User Value

Data source: Future Think Tank "Internet Content Community Industry Research: Twenty Years of Hard Work, Entering a Golden Period of Development"

Judging from the above data, the content community is a big piece of fat meat and a market worth trillions of dollars. With the increasingly rich means of monetization and various event planning, all kinds of companies are eager to do e-commerce, such as Douyin and Kuaishou. The cornerstone of commercialization is reflected in traffic (the number of users and content producers, as well as the frequency of interaction and the concentration of relationship chains). The community is the largest entrance to traffic. Almost all products will have a community. The role of the community is indeed very important. It can improve retention rate, increase user stickiness, and improve the competitive barriers of products.

The value of a community is reflected in traffic (the number of users and content producers, as well as the frequency of interaction and the concentration of relationship chains) and monetization capabilities (conversion rate and ARPU values).

1.6 User Analysis - User Stratification/Scenario Analysis

User stratification is done based on usage frequency and willingness to pay (e-commerce and knowledge payment).

High frequency of use, low willingness to pay. Ms. Chen, female, 20 years old, sophomore, star-chasing girl, likes to watch shows, variety shows, and TV dramas. She will go to Douban to discuss every show after watching it. The most commonly used function is Douban groups, where she can spend a long time each time. She rarely clicks on the market to browse and has only bought something there once.

High frequency of use and high willingness to pay. Ms. Huang, female, 33 years old, freelancer, illustrator, has been using Douban for more than 8 years. She often records her personal life on Douban, looks for interesting movies and books, joins several groups she likes, and communicates and discusses with Douban users. At the same time, Ms. Huang buys a lot of things in the market, including knowledge of interest, books, and some good-looking and quality daily necessities.

Low frequency of use and low willingness to pay. Mr. Xie, male, 28 years old, Internet visual designer, has always used the Douban app, and generally uses it to find movies and books, and to check movie and book ratings to help him decide whether to watch the movie and book. On weekends, he will look for interesting activities in the city that he can go to with his girlfriend. Mr. Xie rarely visits groups and markets.

The frequency of use is low, the willingness to pay is high, and the scenarios are unreasonable, so we will not discuss them. Because many of the things sold on Douban Market are co-branded with Douban, users who do not have a sense of belonging to Douban will not specifically buy there.

The frequency of usage can even be broken down into content consumers and content producers, with content producers being the core of all community content. Douban Community is a thorough UGC community, with ordinary users as the main producers, and very few KOLs and professional organizations. The advantage of this type of community is that the community is active, but the user value is low.

2. Competitor Analysis

Data source-iResearch

By 2021, leading products have emerged in all sub-sectors of China's Internet. Taking content communities as an example, each product has its own product tone, such as Douban for literary youth, Hupu for straight male communities, Bilibili for the two-dimensional world, and Kuaishou for the local and lively atmosphere. These are the inherent impressions of the majority of users formed by the long-term operation of the products. However, does Bilibili only have the two-dimensional world, and does Hupu only have sports? In fact, neither is the case. The types of videos on Bilibili have expanded greatly, such as technology, knowledge, learning, sports, etc. If these products want to gain more users, they must expand the boundaries of their products to attract more users. So although they seem to have different audiences, they are all competing for users' time.

Although cultural communities are good, most users generally only use 2-4 social community products, so the competition is fierce. Moreover, the competition barriers for top products are very high. Unless new technologies emerge that can subvert the existing content experience, it will be difficult for these giants to fall, such as Weibo, Kuaishou, and Douyin.

2.1 Select Competitors

From the market perspective, there is no direct competitor to Douban, so I chose Lofter, which is also a content community with a similar tone. The tone here refers to the current audience type of the product (literary youth, star-chasing girls, exquisite boys, etc.), the type of content producers (ugc, not pugc and pgc), and the future direction of the product. However, lofter's traffic is too small and the impact is too low.

Secondly, I chose content communities with large traffic and good commercialization as my competitors, such as Zhihu, Weibo, and Bilibili.

2.2 User Search Index Comparison

Data source - Baidu Index - time dimension one year

Judging from the search index, Weibo is the most popular, followed by Zhihu, Bilibili is third, Douban is fourth, and lofter is last.

Secondly, judging from the trend chart, the search trends on Weibo and Zhihu fluctuate greatly, while there are no major changes on other platforms. From the graph, we can observe that every time some major events occur, such as the death of Yuan Longping, the Weibo search index soars. And every time Zhihu plans some major events, such as Zhihu’s first gala “Answer Adventure Night”, Zhihu’s search index will also soar. This shows that Weibo is a large content plaza (a content community with all attributes, all media, and all users) that is greatly affected by current affairs. Zhihu is a very well-operated question-and-answer community that increases activity and traffic by planning events. Douban basically just piggybacks on other people's movies and TV series, and makes them trending on the Internet through ratings, but its operations are non-existent.

2.3 Download volume comparison

Data source: Qimai Data, time dimension: one year

From the above chart we can see that:

The download volume of Bilibili has grown the fastest, followed by Weibo and Zhihu, and finally Douban. In addition, the daily download volume trend of Douban is very stable, with no change. The operation is not working hard.

2.4 Relevance analysis of keyword search for “Douban”

Data source: Baidu Index, time dimension: 7 days, chart description: Through the user's search behavior before and after searching for the keyword "Douban", statistical analysis is performed, and then the correlation between keywords is shown.

From the above chart we can see that;

1. Weibo takes the most traffic from Douban, followed by Zhihu. We need to think about how to get the traffic back.
2. Douban's most popular Douban group is followed by Douban's books, movies, TV series, and books. This section is mainly for users to browse ratings and reviews. Finally, Douban Rental also performed well.
3. Lofter's influence is too small, so it does not constitute direct competition at present.
4. Bilibili is a video community, while Douban is a picture and text community. From this perspective, it seems that the two are unrelated, but their users are the same group of people. Some people go to Bilibili to share their lives through videos, and they will not go to Douban. Some people go to Douban to share their lives through pictures and texts, and they will not go back to Bilibili. So in this sense, they are in competition with each other.

Inspiration:

1. Books, movies and music are still the basics, followed by continued development of groups, and finally the functional level of the rental group can be upgraded to meet the actual needs of users.
2. Targeting competitors Weibo and Zhihu, we adopted relevant strategies to regain traffic, starting with event operations and then moving on to product design.

2.5 User Structure Comparison - Age and Gender

Data source: Baidu Index, time dimension: 30 days

From the above chart we can see that;

1. The main audience group of Weibo, Zhihu, Bilibili, and Douban are those aged 20-29. In terms of the data indicator of user groups under the age of 19, Lofter has the highest TGI value, followed by Bilibili, and Douban and Zhihu have the lowest. This shows that the content services provided by Douban cannot meet the needs of this user group under the age of 19, and this needs to be strengthened. Because Douban is an interest community with a low threshold, and Zhihu is a question-and-answer community with a high threshold, so the fact that Zhihu has a small number of users under the age of 19 is a normal product positioning. Secondly, we can find that the TGI value of lofter in the user group younger than 20-29 years old* has dropped a lot, which shows that as users get older, they gradually give up this product and use other products.
2. In terms of gender distribution, Weibo and Douban have similar gender distributions, and active users are mainly female. Men mainly browse, while women produce more content. Secondly, lofter is mainly composed of female users, while Bilibili and Zhihu are mostly composed of male users. The second dimension does not differentiate between men and women, and neither does knowledge.

2.6 Comparison of content producers

The core value of the community lies in: traffic * monetization ability (conversion rate and ARPU value). Here, traffic refers to: the number of users and content producers, the frequency of interaction, and the concentration of relationship chains.

The core of this is content producers. Content producers can provide high-quality content to content consumers for use, stimulate user discussion enthusiasm, and attract more people to use the product. High-quality content producers are relative stocks, while content products are relative increments. While ensuring that our own content producers do not leave, we can attract high-quality content producers from other manufacturers and cultivate more high-quality content producers within our own community, thus forming a positive cycle.

Why do we need to discuss content producers? Because they are closely related to commercialization.

Content producers can be divided into three categories based on their levels: top streamers, small internet celebrities, and ordinary people.

The top streamers are the ones who can make the most money. They go to Weibo because Weibo’s content distribution strategy is most beneficial to them, focusing on subscriptions and attention, thus ensuring that their traffic will not be lost.

Small internet celebrities rely on platform subsidies and have a good income. They go to Bilibili and Kuaishou, which mainly rely on algorithm distribution to ensure that their traffic at least has a chance to be seen.

Ordinary people want to get spiritual rewards (likes), and they like to go to Douban and Hupu the most, because these are in the form of forums, decentralized, and everyone is equal.

From the current development of these products, we can see that if the core users of the product are top-tier users, then they are the most profitable, followed by KOLs and small internet celebrities, and finally ordinary users.

2.7 Comprehensive comparison

Version 7.6.0

Any vertical product will gradually move towards the comprehensive field because it needs to make money and gain traffic. For example, Zhihu was a professional question-and-answer community in its early days, but now it has a lot of entertainment-oriented content. Weibo is the pinnacle of content communities, where you can see content from all categories and all media. Douban still needs to do better in content distribution, especially in the vertical fields of books, movies and music, and it can continue to explore.

The entrance to post content on Weibo is relatively hidden, while that on Bilibili is even more hidden. It can be seen that Bilibili is mainly PUGC, and ordinary users are more likely to contribute barrages, likes, and comments on works. Zhihu's content production method is very consistent with the product positioning, asking questions and answering, while the content creation entrances of Douban and LOFTER are very obvious, and Douban also consciously encourages users to produce more content. The content production here is more life-oriented and record-like, and the value of the content is relatively low. Because it is a community product rather than a social product, users need to be encouraged to create more high-quality content, and there is no corresponding reward mechanism for content creators. The user system is very simple, so the user value is low. Look at Zhihu's user system, it is very well done and very rich, and the content creator reward mechanism on Weibo and Bilibili is very good. Even LOFTER began to reward high-quality content creators last year, but Douban still does not have it, so it needs to work hard.

Finally, Douban still needs to consolidate its own advantages, continue to deepen its exploration of books, movies and music, and strengthen its community advantages. It can do better in the areas of entertainment, gossip, and daily life. Douban House Rental is also very popular, but there is no corresponding function design, which is a bit regrettable.

One more thing to add, from text to pictures to videos to live broadcasts, the efficiency of obtaining content is getting higher and higher, and the time to get satisfaction is getting shorter and shorter, so Douban can strengthen the video function, and the life-oriented vlog is quite good. Currently, there is this video function, which only supports uploading, adding or linking videos from other video websites under the topic, but it seems that no one uses it, and it needs to be guided by the operation.

3. Product Functional Factor Analysis

3.1 Functional architecture analysis

Version 7.6.1

The overall functional architecture is relatively clear, and the depth of the information architecture is appropriate. However, the breadth is too large, resulting in a complex information architecture and too many tab options that need to be integrated.

3.1.1 Content production and push

The push of content mainly relies on recommendations and groups on the homepage. The content recommended on the homepage is the content under the topic, the content in the group, and film reviews.

The difference between groups and "topics and books, movies and music" is that topics are for all user groups, while groups are for some user groups.

In the publishing dynamics on the homepage, it is not possible to support selecting a group and then sending content. It is obvious that Douban officials are raising the priority of topics, because groups are relatively closed, while topics or film reviews are relatively open. This is because it makes the connection between people more open. The second reason is that there are small groups without guidance, unlike Zhihu, which is a large community. As a result, it takes a long time for newcomers to slowly learn and discover the community if they want to integrate into it, and they do not stay. The third reason is that individual groups are not conducive to the formation of kols. The same can be seen in Tieba and Hupu. Without kols, there is no stable output of high-quality content to attract new users to use it for a long time, which is easy to cause loss.

3.1.2 E-commerce and housing rental in the group

The Douxiaopu Group is an official e-commerce group buying group. You can place orders directly in this group, which is very convenient. The content of each group buying will be different and quite interesting.

There are many groups related to renting houses, but the official has not designed more relevant functions for such groups. They only spread the news of renting houses within the group, leave WeChat, contact each other to view houses through WeChat, and then conduct transactions offline.

3.1.3 Market

You can sell things on it, including group buying, selling items, books, and courses. The quality of the items sold there is really good.

3.1.4 Books, Movies and Music

Douban has done a really good job in its foundation, especially in the three areas of movies, TV series, and books. There are three reasons why this is done well:

1. Objective ratings with differentiation are very important. For example, Maoyan Movies generally have high scores.
2. Good movie review content
3. A complete and clear classification structure, which is created by users, screened and managed by experts, and maintained by dedicated personnel

4. Product Function Experience Analysis

4.1 Content-related functional experience - recommendation, search, group, movie review

Looking at the comments on each version, the community content-oriented functions are easier to use and simpler.

Recommendation is very important as the core of content distribution. We will not discuss the strategy (content distribution includes recommendation and search) in detail here. But I would like to add one more thing: when the DCG evaluation performance is not good enough, you can use a custom menu to make the utilization rate of the homepage better, rather than recommending things that users don’t like, which reduces the utilization rate of the homepage.

Topics have a certain timeliness, so the entrance to a specific topic is placed relatively low. You need to go to Menu-My Focus-Topics to see it. The entrances to popular topics are more scattered. There are entrances to various topics under Home-Dynamics, recommended topics under Search, and different topics will also be recommended to you under Home-Recommendations. It seems that topics are just an operational function for an active community, rather than a main function, a bit like a feed information flow.

The good thing is that the content of books, videos and audios can be applied in both groups and topics, which makes a good link between tools and community.

I found that when I clicked the Add Status button on the homepage and selected a topic, I could not post a video. However, I could post a video by clicking the Add Status button on a specific topic page. However, I was only limited to uploading and could not shoot directly. As a result, users actually used the video function much less because it was too troublesome.

The evaluation of a movie is divided into a long review (the word count is required to be more than 140 words) and a short review. However, what is a bit strange in the process is that I can only choose to have watched a certain movie, and then I can rate the movie and give a brief review. It is a bit inconvenient and can be optimized. In fact, it is only necessary to provide a scoring component and make a logical judgment on the front end. If it is less than 140 words, put it in the short review, and if it is more than 140 words, it can be called a movie review.

One thing that all content products need to pay attention to is content review. This is very difficult and requires a good grasp of the degree. My suggestion is to follow the party media and official media, provide reasonable guidance, and if anything particularly sensitive is found, ban it directly. Examples are as follows;

On January 19, 2009, Douban was included in the fourth batch of exposed websites because it was considered to have "a large amount of pornographic content in its group columns." On January 21, the Internet Illegal and Harmful Information Reporting Center issued a notice stating that although Douban had cleaned up the group, "vulgar content still exists." [43] In February, a large number of groups carrying current affairs information and democratic ideology were forcibly disbanded. On April 12, 2021, several feminist-related discussion groups on Douban were banned and disbanded.[40] In May 2021, Douban closed the IMDB hyperlink on movie pages.[41] On May 30, 2021, Douban's "Lying Flat" group was disbanded. [42]

4.2 Tool Function Experience - Books, Movies and Audio Related

I personally believe that books, movies and music are Douban’s competitive advantage and its only barrier, so we must do it well.

Looking at the comments on various versions, more people complain about the tool-oriented functions, and there are also many points of complaint, mainly concentrated on functions such as books, movies, and music, personal pages, Douban lists, collections, and tags. The main reason is that the needs of some users do not match the priority of the functions, followed by problems with the experience. The third point is focused on Douban's ratings and its fairness. But there is no doubt that Douban’s collection of books, movies and music is the best in China.

Due to time constraints, we will not discuss this part any further.

5. Product Iteration Observation

2021-02-03 Version 7.0.1——Interesting and diverse cultural life community

Version 7.0 update notes: A "community-based" version iteration centered on people and content

2018-08-15 Version 6.0——Your Book, Movie and Audio World

Version 6.0 update notes: Version iteration with the core of improving the accuracy and efficiency of recommended information (movies, books, music)

2017 Version 5.0

Version 5.0 update notes: Added Douban Video (Douban exclusive programs "Ru Shi" and "Ban Zui"), added market, added Douban Bookstore, launched online and offline courses

2016 Version 4.0

Added new filmmakers, awards page, guess you like, added Douban movie list, added Douban time

2015 Version 3.0

Added diary function, added 2015 annual movie, book, and record lists

Version 2.0, 2015

Added broadcast function, Douban group, Doumail, ticket purchase function, and trivia function

6. Product Operation and Marketing

The core problem that content operation needs to solve is to build a virtuous cycle around content production and consumption, and continuously improve various content-related data, such as content quantity, content views, content interactions, content dissemination, etc.

Therefore, the issues that need to be focused on and addressed in the content operation module may include one or more of the following questions: What are the basic attributes of my content? (Text? Picture? Audio?) What kind of tone is needed? (Funny? Jokes and gossip? In-depth reviews? First-hand information? Literary and heartwarming?) Where does the content come from? (UGC? PGC?) How is my content organized and presented? (Topics? Lists? Category navigation? Font? Font size? Line spacing? Paragraph spacing?) How to create content that users like to read more based on what you already have? (Content planning? Content selection? How can content leverage hot events and personalities?) How can my existing content be consumed more easily and more frequently by users? (How to write content titles? How to push good content to users? What is the push frequency? What are the push methods? EDM? Internal messages? Push?) How can my content production be sustainable? (Organizing activities? Royalties? User incentives? Other exchanges of interests?) How can I better guide users to interact with my content and even spread it? (Creating topics? Guiding discussion atmosphere? Designing communication mechanism?)

6.1 Content Operation

The official website releases some interesting topics every day for users to discuss, or users can post their own thoughts and updates on this topic.

6.2 Hotspot Operation

Operations are carried out based on the festival of the day or a special event that occurs.

Taking Children's Day as an example, Douban officially launched the Douban Group Childhood Instance Exchange Meeting. The scope of communication is limited to the group. Each group freely initiates the xxx joint Children's Day activities, and then the group members participate in the activities. After the end of the activity, the selection will be carried out and the activity rewards will be released. The process is as follows;

The effect of the activity is not yet known and we need to wait 15 days.

6.3 Brand Event Marketing

Douban will cooperate with brand owners to conduct brand marketing, enhance brand awareness and promote sales.

Lancome Little Black Bottle & Douban: Born Young Marketing Case

Creative Description:

Children born in #__ never grow old. The theme of "You, Born Young" is to invite netizens to share their most beautiful state of concentration.

Communication strategy:

Accurately target consumer groups to achieve the brand's goal of transforming the image of the consumer group from middle-aged women to young women. At the same time, mobilize Douban celebrities to write articles and create topics related to the "Rules of Youth". We created crazy ads to conduct traffic diversion on PC Flash pages and mobile Html5 pages, providing users with their own platform to speak out, stimulating young women’s enthusiasm for participation and deepening their understanding of the brand after transformation.

The process is as follows:

1. Douban invites KOLs to tell their stories of staying young and "not getting old" to warm up the event, "Let the concept of "born young" take the lead
2. Douban Brand Station "Youth Rules" FLASH interaction invites Douban users to use a picture and a sentence to express your youth rules, and #生而年轻# with XiaoheiBottle
3. Product trials, embedding Black Bottle product items in Douban Station, and using instant SMS messaging to direct traffic to the official mall and counters, while also building product reputation within Douban, have had significant results.
4. The event also triggered a large number of celebrities on Weibo and Douban to try it out on their own initiative.

Effect summary:

Number of works: 2700

Number of comments: 1023

Likes: 587

Votes: 3529

Douban interaction: 7856

Buzz count: 637

Communication highlights:

• In-depth cooperation with KOLs - image exposure, article writing, exposure on Douban, Weibo, TVC and other platforms
• A variety of exquisite advertising formats - Crazy Advertising, FM Lucky Day, Brand Megahertz, plus soft materials designed with KOL images, have good click effects and bring a large number of visits to the small site activities.
• The small site embeds item items and instant SMS sending functions to direct traffic to the official mall and counters, while building product reputation within Douban, with significant results.
• The cooperation form is novel, with high coverage of the entire network and strong topicality, which has aroused wide and heated discussions.

Event marketing is called Event Marketing in English. The so-called event marketing refers to a marketing method in which companies quickly increase their company and brand awareness, reputation and influence and promote product sales by participating in major social activities or integrating effective resources to plan large-scale events. Simply put, event marketing is marketing that revolves around events, using events as a vehicle to help companies enhance their brands or increase sales. As for event operations, the core is to ensure the full-process project promotion, progress management and execution around a series of processes such as planning, resource confirmation, publicity and promotion, and effect evaluation of one or a series of events. When operating an event, one must first clearly define the goals of the event, continuously track relevant data during the event, and conduct a good evaluation of the event's effectiveness.

NetEase Cloud does a great job in marketing events, and their campaigns are basically popular and widely disseminated, such as the latest NetEase Cloud personality dominant color.

VII. Conclusion

Product industry rating - 9 points

I am personally optimistic about the future development of content communities. First of all, as a social activity, receiving information is a major need of human beings, and it exists at any time and in any scenario. Secondly, with the development of technology, the presentation of content will be more interesting and efficient. From an economic perspective, the per capita value of content communities is also increasing year by year. Secondly, content marketing has become the main marketing method for major brand owners, and their marketing funds will also go here. However, we must pay attention to the review of the content and try not to involve sensitive topics.

Douban ranks in the upper echelon among content communities.

Competitiveness score with competitors - 6 points

It is a fact recognized by everyone that Douban is gradually declining. Judging from the Baidu Index, download volume and other data, Douban is far inferior to Zhihu, Bilibili, Weibo and other applications. In terms of commercialization, Douban is also far behind. Increasing the number of users, improving retention rate, and making money are all issues that Douban needs to solve at the product and operational levels. Cultivating KOLs, encouraging the production of high-quality content, continuing to strengthen one's own advantages in books, movies and audio-visuals, and radiating this advantage to the product are ways to improve competitiveness.

Product Interaction Experience - 8 points

The product's visuals and micro-interactions are quite comfortable, but the organization of some information is a bit complex and unclear (books, movies, and audio). This can be strengthened. Secondly, the design of functions related to books, movies, and audio needs to be more intuitive and convenient to meet the needs of some specific users.

Product Function Experience-8 points

The overall experience is good, but it can do better in user segmentation. Users can be classified into some categories, such as new users, book, movie and music users, browsing users, content producers, etc. According to the different user needs, different product strategies can be formulated to meet their differentiated needs, so as to give full play to the value of users at each level and achieve product goals. Before doing a good job of user segmentation, it is necessary to make a good user portrait so that we can provide better value to users in functions such as recommendation, search, books, movies and music. I think the current recommendation effect is average, and we need to work harder.

Product Marketing - 3 points

Douban hasn't had any positive marketing for a long time, and all the marketing outside the circle is negative and malicious, such as brushing scores, deliberately bad reviews, etc.

Author: z

Source: z