This article mainly analyzes the knowledge payment product strategy of the " Get " app and compares it with Fan Deng Reading Club. The author analyzes and compares the two from five aspects: strategy, scope, structure, framework and presentation. It explores the current development of the knowledge payment field and analyzes the successful experience of the "Get" product.

01 Purpose of analysis

As a former loyal viewer of the "Luoji Siwei" column and current in-depth user of the "Get App" (learning time of 900+ hours, learning records of 11,000+ items), I have always had a strong interest in the development history and future direction of the knowledge payment industry. After learning some theoretical knowledge and other people’s competitive product analysis reports, I always can’t help but want to try it myself, and stick to the principle of analysis first.

One is to be able to do something for the app that I love; the other is to be able to prepare sufficient food and ammunition for my autumn recruitment battle and to test and improve my ability to analyze C-end competitive products.

02 Market Conditions

2.1 PEST Analysis

iResearch Data classifies the app into the audio industry, while Analysys Qianfan classifies it into the paid question-and-answer field under the education industry. The former is too broad, while the latter is a bit narrow. Considering the product's own characteristics and main business, it is temporarily classified as the general knowledge payment industry. Therefore, the subsequent PEST analysis will also revolve around the pan-knowledge payment industry.

Here I would like to borrow the explanation from the iResearch Wanxiang report. The essence of pan-knowledge payment is the act of packaging knowledge and information into products and services. In this process of value transformation, the three factors of content creators, pan-knowledge payment platforms and users work together and influence each other to obtain the resources and value they need.

2.1.1 Policy aspects

The 13th Five-Year Plan pointed out that it is necessary to implement a strict intellectual property protection system, build an intellectual property operation, transaction and service platform, and build a strong intellectual property country; in November 2016, the "Opinions on Improving the Property Rights Protection System and Protecting Property Rights in accordance with the Law" increased the intensity of punishment for intellectual property infringement and explored the establishment of a punitive compensation system for intellectual property infringement; the Sword Net Action's crackdown on the piracy industry helped the pan-knowledge payment industry to flourish. Among them, the "Sword Net" 2018 focused on cracking down on online reprint copyrights and copyrights in key areas, including the pan-knowledge payment field, and the market environment has been further purified.

"Sword Net": Since 2005, the National Copyright Administration has worked together with the Cyberspace Administration of China, the Ministry of Industry and Information Technology, and the Ministry of Public Security to carry out the "Sword Net Operation" to combat online infringement and piracy for 13 consecutive years to focus on strengthening the crackdown on online infringement and piracy.

It can be seen that the policy level is beneficial to the pan-knowledge payment industry. The policy is more about help and support in the development of this industry, and the opportunities it brings are far greater than the threats.

2.1.2 E-Economy

The external economic conditions closely related to the pan-knowledge payment industry mainly include the per capita disposable income of the nation and the willingness of domestic residents to consume knowledge products, which can be specifically reflected in the current market size and its development trend. The relevant data are shown in Figures 2-1 and 2-2.

It can be seen that the growth trend of China's per capita disposable income still exists, but the pace of growth has begun to slow down; the scale of the pan-knowledge payment market has steadily expanded year by year. Affected by the epidemic, relevant data in 2020 may show a significant decline, but because China has achieved remarkable results in controlling the epidemic and the economy has recovered rapidly, it can still be considered that the economic environment faced by the pan-knowledge payment industry is relatively good.

2.1.3 Social aspects

From the user's perspective: In today's era of pursuit of individuality, each user has unique needs for knowledge and information, and general knowledge payment can meet users' highly customized personalized needs. Pan-knowledge payment delivers advanced knowledge and concepts to users, helping them to understand social trends and changes in the world at any time and keep their thoughts advanced at all times, which is of great help in solving the knowledge anxiety of social groups.

From the perspective of content creators: combined with Maslow's hierarchy of needs theory, the rise and development of the pan-knowledge payment industry will simultaneously meet the content creators' social needs (interacting with users online and offline to form a community centered on themselves), respect needs (users and platforms' affirmation and recognition of their content production can make them feel respected by more people) and self-actualization needs (being able to achieve self-actualization goals from both spiritual and material aspects).

From both the supply and demand sides, it can be seen that the society needs a booming knowledge service industry, and people's cultural cognition and spiritual needs have injected a strong external driving force into the development of the industry.

2.1.4 Technical aspects

As shown in Figure 2-3, with the vigorous promotion of 5G technology across the country, the pan-knowledge payment industry, which is based on mobile devices and mainly audio types, will also usher in unprecedented technological upgrades, especially in enhancing the platform's dissemination and service capabilities. Combined with the content of Huawei's 5G Top Ten Application Scenarios White Paper (download address: https://www.huawei.com/cn/industry-insights/outlook/mobile-broadband/insights-reports/5g-unlocks-a-world-of-opportunities), the knowledge payment industry can be integrated into related scenarios such as IoT, cloud VR/AR, Internet of Vehicles, social networks, and personal AI assistance to play a greater social role.

It can be seen that from the development of 5G, a technology that has attracted global attention and is highly expected by the Chinese people, the development of the pan-knowledge payment industry can enjoy the technological dividends of 5G and is very likely to evolve into a more advanced model.

Summary: The macro external environment is extremely friendly to the pan-knowledge payment industry, and now is the golden period for the industry to grow and develop.

2.2 Industry Analysis

2.2.1 Market size

As shown in Figure 2-4, the scale of users of China's pan-knowledge paid products has increased year by year, and the rate of increase has gradually slowed down. The industry has reached a mature stage.

2.2.2 Competition Landscape

As shown in Figure 2-5, the user scale of key general knowledge payment platforms has changed relatively steadily, and the "one super and two strong" situation is unlikely to be broken in a short period of time. At the same time, the development radar chart analysis of various mainstream platforms in Figure 2-6 shows that different platforms are not much different from the industry giant Himalaya FM in terms of other key indicators such as brand promotion strength, content ecosystem completeness, monetization capabilities, and content quantity. In some aspects, they even surpass Himalaya FM and develop their own unique competitive advantages.

For example, the membership payment model of Duoduo app and Fan Deng has strong monetization capabilities and can maintain considerable revenue even with a small user base.

2.2.3 Development Prospects

Since specific data on the pan-knowledge payment industry is difficult to obtain, I intend to use data results from the two fields of online audio and online education for analysis, because to some extent, the pan-knowledge payment industry can be seen as the intersection of online audio and online education.

As shown in Figure 2-5, Chinese users have a high degree of recognition of paid audio, and only 13.1% of users are unwilling to pay for audio content. This is not only a change in residents' consumption concepts, but also a ballast stone to support the development of the industry;

As shown in Figure 2-6, the proportion of users who use online audio apps for more than one hour a day exceeds half, reaching 55.5%. This to some extent shows that the overall retention rate of the market is high, and the prosperity of the industry will not be short-lived;

Combined with Figure 2-7, it is not difficult to find that for many online education apps, the user usage time has steadily increased, but the number of users may have reached the saturation point at this stage, and the changes are relatively slow.

Therefore, by coordinating the relevant data of the online audio and online education industries, we can speculate with a high degree of confidence that the future development prospects of the pan-knowledge payment industry are worth looking forward to.

03 Product Overview

3.1 Experience Environment

• Device model: Honor V30
• Operating system: Android 10/Magic UI 3.1.0
• App version: 8.3.3 (latest version)
• Experience time: 8/20/2020-8/27/2020

3.2 Product Introduction

The Get app is a knowledge service app that produces content entirely in a PGC format. The product was born out of the long video talk show "Luoji Siwei" launched in 2012. It has now changed from being updated across the entire network to being updated only within the Get app. Its model has also evolved from a single talk show format hosted by Luo Zhenyu to a diversified knowledge service platform. Its main online businesses include:

• Paid course subscriptions
• E-book
• Listen to a book every day
• GetFM
• Get the Tips

(The specific functions will be introduced later. The content of Get University and Luo Pang’s New Year’s Eve speech are not involved much in the Get app. They are still simply at the promotional level on the app and mainly involve offline activities. They will not be discussed here.)

3.3 Important milestones in version iteration

With the launch of new businesses and the upgrade of old businesses as the main line, only important historical versions are listed, and relevant explanations and my understanding that I reluctantly call insight are attached in the last column.

04 Competitive product selection

4.1 Competitive Product Pool

• Himalaya FM
• Fan Deng Reading

4.2 Competitive Product Selection

4.2.1 Himalaya FM

Looking at other competitor analyses or product analyses of the Get app, I found that Himalaya FM, a giant in the audio industry, is often compared with it. In the "U Can U Bibi" program, the several diametrically opposed views between Himalaya FM's emotional intelligence class lecturer Kevin Tsai and Get app's economics class lecturer Xue Zhaofeng were also used as evidence. This analytical idea based on benchmarking management has certain theoretical value, but I think it has little practical significance.

There are two reasons:

① The business overlap between the two is not high, and therefore the overlap of their target groups is not high either. Himalaya FM implements a diversified development strategy. Its business covers a wide range, with entertainment content such as audio dramas, storytelling, popular novels and hit dramas accounting for a large proportion. Data from the iMedia Data Center shows that its users prefer these pan-entertainment contents far more than knowledge courses. At the same time, Himalaya FM adopts a model that combines UGC and PGC, and cultivating internet celebrity anchors is also an important direction of its future strategic layout; the Duode app has recognized the PGC production model, and the main teachers must be experts or elites in the industry. At the same time, it only provides knowledge services and never touches on entertainment content.

② The gap in user scale between the two is too large. As the "super one and two strong ones", Himalaya FM completely crushes the app in terms of user scale. The difference in the number of users between the two is two orders of magnitude. The average monthly number of independent devices of the former can reach 150 million, while the peak number of independent devices of the latter is only 1.5 million.

Based on the above two points, I believe that according to the analysis of point ①, Duode app will not regard Himalaya FM as a direct competitor. Based on point ②, Himalaya FM will not think that Duode app will pose any threat to its main business. Therefore, Himalaya FM should be used as a benchmark for the GetApp, rather than a candidate for competitor analysis.

4.2.2 Fan Deng Reading

From a business perspective: Fan Deng Reading App’s membership audiobooks, premium courses, and e-book businesses have a high degree of overlap with the Get App’s one book a day, paid courses, and e-book businesses, respectively. And combined with Figures 4-1 and 4-2, the user scales of the two are also relatively close, and in terms of the number of users, the two can be considered to be evenly matched opponents.

At the same time, some analysts believe that compared with the Get app, Fan Deng Reading has put more energy into the sinking market. Compared with the Get app users, the users in this market are not as "elite" as those in the Get app, and the users do not have high requirements for the quality of knowledge content. I have a big objection to this for the following reasons:

① During the seven-day membership trial period of Fan Deng Reading, I did not feel any obvious difference in quality in terms of listening to books. Instead, I found many exciting points that were not available on the Duoduo app.

② In terms of regional distribution of users, through the comparison of Figures 4-3 and 4-4, it is found that there are differences in the user distribution of the two in first- and second-tier cities. It is true that more users of the app are located in first- and second-tier cities, but the difference is not significant. In addition, developed provinces and cities such as Guangdong, Jiangsu, Zhejiang, and Beijing are key areas that both need to pay attention to.

③From observing Figures 4-5, we can find that the distribution of consumption levels among the user groups of the Get app is spindle-shaped (large in the middle and small at both ends), while the consumption level of the Fan Deng Reading user group is almost balanced, and the proportion of high consumers is much higher than that of the Get app. To some extent, it can be considered that the "elite component" of the current Fan Deng Reading users is higher than that of the Get app.

4.3 Identification of Competing Products

Based on the above analysis, the similarities between the Get app and Fan Deng Reading in terms of user numbers, target groups, and main businesses determine that the Fan Deng Reading app can be used as the main competitive product analysis object for the Get app.

05 Strategic Level Analysis

5.1 Product Positioning

From the official overall introduction and product usage scenarios, we can find that the two are very similar, but Fan Deng Reading mainly revolves around books, while the Duode app is not limited to books and has a wider scope.

5.2 User Characteristics

5.2.1 User attributes

Combining the above four pictures, we can find that among the users of the Dedao app, men account for a larger proportion, while the gender distribution of the Fan Deng reading users is 50-50, which is related to the fact that the Fan Deng app has more parenting and spiritual growth books.

In terms of age distribution, the number of users under 24 years old and those aged 25-30 years old account for more than 60% of the total number of users of both apps, and are the main consumer force. Those under 24 years old can be regarded as students, and those aged 25-30 are students who have just entered the society after graduation and are ready to release the value of their youth. They are all representatives of the new generation, which also shows that the climax of the development of the knowledge payment industry will definitely break out among the young group.

5.2.2 Number of users

Figures 4-1 and 4-2 in the previous article have already given the comparison information on the number of users, and the difference between the two is not large. However, there is a big gap in the number of active users, which shows that the Dedao app does a better job in promoting user activation, as shown in Figure 5-5.

I think ① is because the core product of the Get app is paid courses. Compared with the audiobook business, each paid course is systematic and clearly structured. Users who purchase paid courses will have a stronger motivation to continue learning. ② It is because the Get app can find more channels for publicity. Compared with Fan Deng Reading, which only creates the super IP of Fan Deng, the IP images of Luo Zhenyu and Xue Zhaofeng of the Get app have been recognized and accepted by more people because of their participation in popular variety shows such as "The Rap of China" and "The Brain". Especially after hearing some of Xue Zhaofeng's economic views in "The Rap of China", users of "Xue Zhaofeng's Economics Class" can't help but open the Get app again and enter the course to review the knowledge they have learned.

5.2.3 Frequency and duration of use

User activity is calculated based on the time interval between users using the app. By observing the per capita indicators, it can be found that the differences between the two are not significant. Affected by the fundamental difference in the number of active users, the average daily usage time of app users is 2.34 times that of Fan Deng Reading.

To sum up the above analysis, the Get app can attract more users, which is mainly due to its rich knowledge resource base and systematic management system and service process. Although Fan Deng Reading was established nearly a year earlier than the Get app, its early development ideas and profit model were not clear enough, resulting in it being surpassed by latecomers.

5.2.4 Next Month Retention Rate

According to Figure 5-6, it can be found that the next-month retention rate of the Duode app has always been much lower than that of the Fan Deng Reading app. This may be because Fan Deng Reading has a sign-in function and material rewards, while the Duode app lacks in this regard. What interests me more is that the two curves have shown a phenomenon of increase and decrease since October 2019, which makes me worry about the app.

At the same time, tracing back the historical data results based on Figures 4-5, I was surprised to find that the proportion of high consumers of Fan Deng Reading in September 2019 was only 6.1%, and it quickly grew to 21.5% in the next 4 months!

So what exactly happened during this period?

Exploration process:

① Check the version update notes of Fan Deng Reading between October and November 2019. 2019-11-26: Optimize issues affecting user experience; 2019-10-08: Add an order record page; optimize the gift card homepage; fix other issues affecting user experience. There are no major changes, so there is no clue as to what the content will be based on the version update.

② Check the Weibo records of Fan Deng’s official account and Fan Deng’s personal account between October and November 2019. There were no valuable discoveries, but there were many points worth complaining about: except for the Weibo post about the lucky draw for giveaway books, which had a high number of reposts and likes (but not more than 1,000), the rest of the Weibo content on Fan Deng's official reading account received very little attention (usually dozens of reposts and likes). Even though the great Mo Yan was invited, it failed to increase the public's enthusiasm.

PS: The performance of the Dedao app in Weibo operations is not as good as Fan Deng’s reading…

③ There is no other way. Just google it and you will find that there are few news or hot topics about Fan Deng Reading during that period, but there is a lot of news about the preparation of the Dedao app for listing on the Science and Technology Innovation Board. There are also condemnations of Luo Zhenyu's nature as a businessman and doubts about his false feelings. However, this can only barely explain the decline in the monthly retention rate of the Dedao app, and cannot explain the continued rise in indicators related to Fan Deng Reading. The substitution effect between the two is not yet significant to that extent.

④ Check historical hot searches. Here I recommend a small program to everyone, called Yunhe Data. After binding your mobile phone number, you can enjoy seven days of free query benefits. Since I don’t know how to crawl the small program on the mobile phone, I had to manually spend two hours to check for 30 days in October. I searched until I was vomiting blood and was confused (salute to Chubang Soy Sauce!). But is there any gain...

Take a break and regroup your thoughts. I suddenly noticed that this growth point is not a one-time growth, but a continuous growth in the next few months. This shows that the emergence of the growth point must not be just because of a successful event operation of Fan Deng Reading, but it should be a third-party thing that is extremely related to it. The silent development has reached a new stage, successfully updated user cognition, and guided them to develop specific behavioral habits.

After researching Fan Deng Reading related products, I focused my attention on the offline organization Fan Deng Bookstore. Fan Deng Bookstore was founded in 2016. It has a good scale of development across the country, a relatively novel business model, scenario-based applications, control of new retail offline and online, online knowledge payment, and offline scenario applications. The bookstore has the genes of Internet learning. It does not focus on selling books, but instead focuses on the learning and social needs of members.

At the same time, in October 2019, the People's Daily also carried out a strong publicity for Fan Deng Bookstore and Fan Deng Reading with the title "Internet reading brands go offline". Based on the information I have at hand, the success of Fan Deng Reading’s offline strategic layout is the main reason for the above data changes.

5.3 User Requirements

5.3.1 Get the app

1. Ability to access strong and comprehensive general education courses, which requires high professional level and qualifications of course lecturers
2. Ability to read e-books and store notes in the cloud
3. Able to digest a book in a short time
4. Ability to accurately locate relevant information through search, improving problem-solving efficiency

5.3.2 Fan Deng Reading

1. Able to thoroughly read a book in a short time (40 minutes) and remember the important points of the book for a longer period of time
2. Be able to build a knowledge system and practice learning and application, so that knowledge can be applied
3. Able to find solutions and ways to solve life problems from books

06 Scope Level Analysis

6.1 Paid Courses

In general, the paid courses on the Get app are better than or even better than Fan Deng Reading in all aspects, except for two points: When returning from the purchase interface, a "warm reminder: Are you sure you don't want to buy it" will appear, and users need to spend time and effort to find the "Yes, I don't want to buy it" option to exit, which makes users feel controlled and entangled;

The level of positive reviews in the comment section is ridiculously high, and it’s hard to find negative reviews in the app (at least I haven’t seen any). I also found some similar opinions on App Anine: “ Look at the comments under the popular courses, they are all filtered and praised. Do you have different opinions? There is no such thing. After all, if you accept too many angles, it will be difficult to harvest the leeks after they become smart .” I can understand this to some extent. After all, I seem to have only seen such a harmonious comment atmosphere in the group of a pyramid scheme organization...

In addition, through the content arrangement in the course details, it can be inferred that the app promotes with the lecturer as the focus. It not only puts the lecturer introduction at the top of the details page, but also recommends the lecturer's other courses at the end. It is not difficult to see that the app is committed to building personal IP for the lecturer, enabling him to establish a fan economy foundation by opening a series of courses.

Fan Deng Reading is still in the course polishing stage, mainly promoting the course content. Here I would like to complain about the playback bar of Fan Deng Reading. There is no floating playback bar on the course introduction interface. You have to go to the trial listening page or return to the previous page to see it. Only then can you pause or close the course playback. I was very embarrassed for a while when I was testing the audio in the classroom...

6.2 Listen to books

From a vertical perspective, compared with paid courses, the experience of the audiobook section of the Duoduo app is slightly worse, especially in terms of the number and content of comments, which are simply worlds apart. Of course, this is mainly because paid courses are its core business, but Listening to a Book Every Day does not spend as much effort on user interaction as it does in the paid course section.

From a horizontal perspective, Fan Deng Reading regards the audiobook section as its core business, and its specific functions also have many aspects that are worth learning from apps:

For example, ① the one-click generation function of the playlist: I think this function is a bit useless compared to Fan Deng Reading, but it is icing on the cake for the Get app. Because the listening time of Fan Deng's books is often one hour, and everyone has limited fragmented time every day, it is difficult to squeeze out an hour to listen to one book and then spend another hour to listen to the next book, unless you plan to spend a week or half a month to listen to the entire series. However, the emergence of new things and the ever-lasting curiosity of human beings are likely to hinder them from persisting in listening to all the audiobooks in the list, so there is little meaning in continuous playback;

The listening time of books on the Duoduo app is concentrated around 20 minutes. Although Duoduo app advocates listening to a book every day, from the perspective of annual card members, those lifelong learners, after seeing such a huge knowledge database of Duoduo app, will not be able to bear to listen to only one book a day if time permits and the price remains unchanged. Instead, they will think about listening to more books a day and multiplying the value of the annual card. Therefore, one-click generation of playlists is more meaningful for Duoduo app.

② The test function of Fan Deng Reading is also something that the Get App can learn from. A comment from the APP Anine expresses the pain points of most users: "Sometimes I feel that it opens up my mind, and sometimes I feel that it is an opium of knowledge that I will think about if I don't listen. Although I listen to it a lot, it doesn't help me much, and it doesn't solve the difficulties in my life. It may also be that I don't use it well and don't understand it thoroughly ."

The meaning of the term "spiritual opium" mainly focuses on "pleasurable when using it, confusing after using it". Half a day or even a few hours after listening to a book, users have forgotten 80 to 90 percent of the content, and lack a channel to consolidate knowledge. The quizzes and wrong question collections of Fan Deng Reading can be used as a reference for the app, and a set of functions such as timely review and frequent review that are suitable for oneself can be considered.

③ The team reading function of Fan Deng Reading can strengthen the connection between users while improving user retention rate through individual connection. The Get app can also learn from this function to make up for its own shortcomings in the audiobook section and user interaction.

6.3 E-books

Combining the comparison results with my own experience, I don't see any room for improvement in the e-book business of the Duoduo app. Its function of searching the full text of e-books is too powerful. It far outperforms Fan Deng Reading in terms of both service quality and the number of e-books.

6.4 Mall

The mall business of the Duode app revolves around its own IP, such as peripheral small items, physical membership cards, new books that have obtained first release rights or even exclusive sales rights in cooperation with CITIC Press, Zhanlu Culture, etc., and new books launched in cooperation with course lecturers. All of these can strengthen the moat of its mall business and form a differentiated advantage with other platforms through differentiation and monopoly. The mall business of Fan Deng Reading is mainly focused on physical books, but the differentiation is not strong.

If you want to develop a physical bookstore as a key business, you should choose a more professional e-commerce platform for comparison, such as Dangdang, Amazon, etc., which will not be the focus of discussion here.

6.5 Others

After comparing the main businesses of the two, their other functions are not comparable, so here I will briefly introduce the other functions of the Get app.

(1) Get the Tips

Based on the "One Hundred Thousand What to Do" project, we are committed to solving users' urgent problems.

(2) Get FM

Read a book before going to bed and your life will not be wasted. Firstly, it can promote e-books, daily listening to the book and even paid courses (such as Dong Mei's thorough explanation of A Dream of Red Mansions); secondly, it can help the speakers of daily listening to the book and paid courses consolidate their IP, so that they can also step in front of the screen, not only to continue to show their beautiful voices, but also a good image.

(3) Knowledge City-State

The Knowledge City is equivalent to a circle of friends exclusively for "Get People". Here, users can get close to various big names and lecturers of different courses. They can also share their notes or inspiring little things happening around them in the City.

07 Structural Layer

7.1 Get the app product structure diagram

7.2 Fan Deng Reading Product Structure

Note: The connecting lines in the mind map connect two contents that are very similar or can jump to each other.

7.3 Comparative Analysis

In terms of the richness of product structure, the structure of the Duode app is more complete and its functions are more extensive than that of Fan Deng Reading. I regard the jump objects involved in the connection line as the key businesses of the app, such as the paid courses, Shao Heng Toutiao, Luoji Siwei, Listen to a Book Every Day, and e-book businesses in the app, which can all be jumped from other interfaces with one click;

Based on this idea, Fan Deng Reading's main business includes e-books, audiobooks and physical book purchases. It can be seen that the layout of the Duode app is wider, but the functions of some businesses in the Duode app are connected for no reason, which shows that there is a certain redundancy and unreasonableness in its product structure arrangement, such as the new book shelves and expert book recommendations in the e-book business, and the selected book lists, popular categories, and interpreters in the audiobook business.

Some people may think that this is because the app is eager to provide users with high-quality functions, but a considerable number of users will think that this is excessive recommendation and promotion, and too much interference with their right to choose content.

08 Framework layer

From the main page, the interaction methods and navigation designs of the two are similar. Intuitively, the Get app is richer, while Fan Deng Reading is simpler. However, the entrance to its other important functions (audiobooks, e-books, tips, etc.) is designed to slide left and right, and the classification results mainly composed of paid courses are placed in two rows in the center of the homepage. The reason why it is said to be mainly paid courses is that when clicking on a classification result, the user must first scroll up through the numerous courses under that category before coming to the audiobook category, and then the e-book category. I dare say that no user will use this entrance to find audiobook resources under a certain category, let alone e-book resources (I tried to find the first e-book under the "Business" category through the "Business" entrance on the homepage, and it took me more than ten seconds to swipe the screen!), which is not friendly to audiobook members and e-book members.

As an in-depth user of Duoduo, who uses courses, audiobooks, e-books, and tips, I often need to swipe back and forth to find the corresponding section, which is not very convenient. The functions of the daily audiobook and e-book sections of the Duoduo app are relatively mature. I don't know if the profit gap is too large, resulting in the overly high status of paid courses and too many resources being given to them, and the scarcity of resources has led to some inconveniences in its other businesses.

This gives me the feeling that Microsoft has been trapped in the profit trap of Office and Windows. Of course, this example is a bit extreme. On the contrary, Fan Deng Reading arranges its main functions (courses, e-books, etc.) in a fixed row, and designs the classification results of audiobooks to slide left and right. This may be more in line with users' consumption habits, because for basic functions, more users hope to enter with just one click after opening the app.

Judging from the "My" interface, there are many differences in the interaction design of the two. The classification of the Get app is clearer, while the design arrangement of Fan Deng Reading is more traditional, and the classification logic is not as clear as that of the Get app.

09 Presentation Layer

In terms of banners, both banners are relatively simple. The banners of the Dedao app mostly place the avatars of the lecturers of the courses that need to be promoted on the right, with fewer other elements and a relatively fixed layout. The banner of Fan Deng Reading will put more effort into the banner background, but the design will not be particularly fancy, and the layout pattern is not fixed.

In terms of color tone, both want to echo the main color tone of the logo. The Get app is a strong orange tone, and Fan Deng Reading wants to reflect its black and yellow tones, but I feel more white. This is not ruled out because I have used the Get app for a much longer time than Fan Deng Reading and am more familiar with its color tone.

10 Conclusion

① Combine the relevant contents of 4.2 and 5.2. Compared with Fan Deng Bookstore, owned by Fan Deng Reading, from the initial new book launch in the vegetable market to the current Inspiration Club, simulated university lectures, and the New Year's Eve speech to be done for 20 years, these offline activities are of little significance to the online business of the Get app. Its comprehensive layout of online and offline markets is to some extent lacking in strategy, and it is still in the exploratory stage. Can the Get app attract the attention of 33.3% of middle-class consumers? Offline activities do not have to be concentrated in first- and second-tier cities. Lifelong learners are elites, but not all elites are lifelong learners. Is it possible that the user value of first- and second-tier cities has been exhausted, or at least reached a new bottleneck?

② Combined with the relevant content of 6.1. Cancel the comment screening process to allow more different voices to emerge. To borrow the words of Kuaishou's Su Hua, let the product grow naturally. “All the same color” may win you a lot of money, but what you lose is people’s hearts. If the water is too clear, there will be no fish.

③ Combined with the relevant content of 6.2. The Get app is currently focusing on the systematic integration of fragmented knowledge, but has not yet started to help users consolidate and absorb systematic knowledge. It is hoped that the Get team can use the existing and potential knowledge power, combined with the latest brain science research results, to try to launch some functions to help users consolidate knowledge. Fan Deng Reading’s “Test” and “Team Reading” are good, but not good enough. I accept Luo Pang’s selling of knowledge anxiety, but I also hope that he can give me a one-stop solution and not let it end badly.

④ Combine with relevant content in 7. Delete redundant and repetitive non-core functions, streamline the recommended functions and content of the audiobook section and e-book section, and leave reasonable blank space, which is a kind of beauty.

⑤ Combine with relevant content in 8. Make paid courses, Listen to a Book Every Day, and e-book sections the "three pillars" of the Get app, and improve the ease of use for users of Listen to a Book Every Day and e-books. At least set up a more eye-catching entry button for them on the homepage, and put them in a prominent position on the homepage with paid courses to achieve one-click direct access.

The above are only personal opinions. Due to incomplete information collection channels and personal experience, ability and other factors, some opinions may be biased. If there are any errors, please point them out. I would be very grateful!

Author: A grain of wheat

Source: One Grain of Wheat