Analysis of competitive products in couple social APP operation strategy

1. Analysis of main functions

Function and analysis of Yusheng notebook

Function Introduction:

Some functions are similar to Little Love and Love Diary, and multiple scenes are added on this basis. Compared with the two competing products, it has audio and video functions for recording.

Analysis: Compared with similar products, the functions are relatively similar. The actual usage frequency of segmented scenarios may be lower. There are many scenes when couples are together. As a product for recording couples, you can use core scenes + general. Too many subdivisions will lead to more scattered records.

Function and analysis of Xiao Enai orchard

1) Gameplay Overview

Both parties can obtain seeds and plant saplings by uploading photos, and can obtain ordinary love fruits and golden love fruits; the love fruits are used for public welfare, and the golden fruits are used to exchange currency for cash withdrawal. During the game, you can use props to speed up, etc. The way to obtain props is through lottery, and you need to watch ads to participate in the lottery

2) Analysis

As an independent module, the orchard has a relatively high weight.

In a nutshell, it is interaction between couples + charity and love + monetary gain. By uploading photos, the interaction between couples can be enhanced by recording the experience and planting trees for each other. In order to increase user usage, we use the form of orchard + charity, tap into people’s love, and give it more meaning (couple interaction + charity).

2. Community Comparative Analysis

1. Yu Sheng (Let’s Fall in Love)

1) Function Introduction

It includes four major sections: hodgepodge, constellation theory, animal system, and anonymous area. Each category contains several subcategories, totaling 39. The content displayed by default is observed to be a collection of four categories.

2) Core functional experience

Posting: You can only post on the homepage, and select a category when posting. The default is hodgepodge—small daily routine. Users may tend to ignore categories when posting.

Search: Keyword search shows content related to the title, displayed in chronological order

Reply: Reply to other posts on the next level page, no sorting rules found yet

3) Analysis

There are many categories, especially subcategories. The community is mainly based on user-initiated postings, which requires a large number of users to update the content, which places high demands on the operation of the community module.

No official topics or activity guides:

2. Little Love (Couple Talk)

1) Function Introduction

It includes 5 modules: recommendation, freshness, attention, couple university, and show affection, without subcategories. Recommendation, freshness, attention: judging from the published content, the authors are relatively concentrated, and it is a UGC model.

2) Core functional experience

• Couples University: An audio guide to tips for couples getting along with each other, with a duration of less than 3 minutes. Daily updates require watching an ad to unlock, and can show the learning progress of both parties. Judging from the number of views, several thousand to tens of thousands (must be watched to the end)
• Show affection: Users post photos to get blessings and need to pay to buy candies. Bless couples to receive candy (can be withdrawn for cash). Profit more than 50%.
• Posting: You can post after you have registered for 5 days; you can participate in post review if you become an expert
• Analysis: The users who publish content are relatively concentrated (maybe they are official operation accounts), and there is an expert mode, so they are worth paying attention to. User level is not reflected in the community

3. Love Story (Community)

1) Function Introduction

Contains four modules: Q&A, Recommendation, Latest, and Follow. It has the least categories among the three products.

2) Core functional experience

• Q&A: It is somewhat similar to Baidu Knows. Users can ask questions and get rewards by answering them. Diamonds are required to ask questions.
• Recommended: There are topics to introduce; the content display is somewhat similar to the circle of friends format

3) Analysis

The question-and-answer module is a more distinctive feature among these three products, and can identify VIP, certified and other users. And the monetization channels were increased through the question-and-answer model. You can also follow a user.

summary:

From the content point of view, the content posted by Yusheng users is relatively brief, with a title + brief description format, and tends to discuss a small topic; Xiao Enai has more pictures and texts, and the content is longer, and the content tends to be about the daily life between couples and is operated by experts; Love Diary is more like publishing a daily life record. And make distinctions based on gender. From the user's perspective, the threshold for publishing content on Yu Sheng and Lian Ai Ji is relatively low.

Summarize

Yu Sheng: The main content is Little Notebook and Fish Love Notebook. The former is mainly used to record the daily life of users. It is the only one among the three products that is on the first-level page. The classification is also more detailed. The message is similar to the sweet words of love. Love Bar tends to discuss light topics

This product has the highest number of categories among the three products, and is the only one with secondary categories. The overall UI is relatively rough and has no commercial behavior. Overall, this is a product that focuses on daily records and community between couples.

Small Love: It is more inclined to the interaction between lovers, including our home and orchard. It has the highest weight and forms a record. Recording the daily life between lovers and displaying it can make lovers feel a sense of accomplishment.

The community atmosphere is more like participating in the comment role, for example, leaving messages under public account articles. Sweet Talk: It accounts for a relatively high proportion of communication between couples and is a first-level function. However, judging from actual instant messaging, the reply speed should be slow and timeliness is not pursued. The actual usage needs to be evaluated.

Overall, it focuses on the interaction between couples, and the community module is more of an expert model

Love Notes: The "We" section is similar to Yu Sheng's "Little Notebook", which records the daily life between couples; the "Decorate Your Home" section has more functions than the "Little Love" section. The community module emphasizes interaction between users and is the only one that incorporates commercial elements; the user publishing threshold is the lowest among the three products.
Overall, all aspects are relatively balanced, the modules are the simplest, and the interaction between different couples is emphasized.

3. Analysis and Comparison of Operational Strategies

1. Game comparison (decorating the home)

1) Little Love

Gameplay and operation experience:

• The initial load is about 8M, which is relatively small.
• You can get a home and simulated children for free, but you need to pay for pets with virtual currency. You can leave messages to each other in the home. Click the location to move the character. It is divided into two types: character dressing and home decoration.
• There are three ways to earn currency: working, participating in activities (watching ads), and recharging.
• By jointly managing the home, user stickiness can be increased.
• Monetization method: recharge, hard advertising

2) Love Story

Compared to Little Love, the gameplay is richer, so you need to load 60M when you enter for the first time.

• Home comparison: The interior is simpler, there are no virtual characters, and the villa needs to be upgraded to go outdoors. The interior decoration is similar to Little Love.
• No pets or avatars to dress up.
• Special features: ① You can randomly visit other couples' homes and leave messages, which enhances interactivity. ②Wedding church, simulates a wedding, adding a sense of ceremony. ③Add neighbor
• Furniture Mall: Interior, villa, wedding decoration Furniture Gacha: Probability play, get virtual gifts
• Obtaining virtual currency: Candy Crush Saga, recharging, inviting friends, watching ads to win prizes, and task rewards

summary:

In terms of gameplay, Love Notes is richer; in terms of monetization methods, both adopt the form of recharge + watching advertisements; Little Enai focuses more on the management of the small home by couples, such as characters, pets, etc., which has a more homely atmosphere.

Love Notes focuses more on social aspects, such as visiting neighbors, adding neighbors, rankings, etc.; it extends from the concept of personal home to the virtual society, and settings such as wedding churches make the relationship between couples more ceremonial. There are more ways to monetize. At the same time, there are many ways to play, and the user learning cost is relatively high.

2. Analysis of the Love Story activity

1) Post videos and receive cash

Activity introduction: Post videos to Douyin or Kuaishou and get a certain number of likes to receive cash red envelopes.

Actual participation experience: Add corporate WeChat after taking a screenshot, but due to the WeChat mechanism, you need to copy the browser to open it in Douyin.

① Links cannot be copied individually

②After opening TikTok, the video is likely to be ignored

③The video content switches too quickly

④The content is too rigid

⑤ Case video guidance is repeated: After opening Douyin, you will find a link that can be opened separately in WeChat to view

suggestion:

①Case video guidance path

② Anti-swiping rules

2) 1314 check-in

Check in for 365 consecutive days and receive 1314 cash bonuses. Punch card: Both partners complete the designated tasks. You need to pay for a punch-in ticket to participate in the event. If you miss a signature, you can purchase VIP or invite friends to get it (up to 10).
Due to the long time span, extra red envelopes are given to motivate users after completing the task

Strategy analysis : 1314 is the main activity promoted by Love Note, which is similar to Love Bank. From the perspective of user participation, adding a payment ticket threshold will increase the user threshold, but because users have paid a price (cash), the probability of users giving up after participation will be reduced. It is speculated that this strategy is used because too many users give up midway.

Punching in for a long time requires a lot of perseverance, and missing out on signing in is a common phenomenon. Invite friends to get free visa-supplementing cards in the early stage to reduce the phenomenon of users giving up due to missed visas. When users check in for a certain number of days, the cost of users giving up increases significantly. The VIP service launched makes up for the missed check-in phenomenon and also increases payment.

Suggestion : For some users, inviting friends is still a relatively high threshold. It is important for early users to insist on signing in and punching in, which can increase the chances of obtaining free sign-in cards. Let users develop the habit of checking in in the early stages, and at the same time make adjustments to the check-in content to avoid being too formal and reduce the need to check in just for the sake of checking in.

3) Login to get a gift

Both parties log in for a certain number of consecutive days to receive virtual or physical gifts (pay postage). If interrupted, they can make up for the designated tasks (up to once a week)
Analysis: The cost should be included in the postage. It is more commemorative because it prints the records of both parties (I didn’t see the amount of postage, so I guessed it)

Summarize

From the perspective of payment scenarios, Xiao En Ai has fewer activities than Lian Ai Ji; from the perspective of activities, Lian Ai Ji has more activities and gameplay. Xiao Enai’s payment function is relatively independent and has no linkage with other modules. The VIP functions of Lian Ai Ji are more focused on the 1314 check-in. If users do not participate in this activity, the effect of VIP payment should be weaker.

Yu Sheng's operations are currently weak; Xiao En Ai is more inclined towards the sense of participation of couples; Lian Ai Ji is more inclined towards the sense of ritual between couples, and adds social elements (visiting each other, becoming neighbors in the game, community question-and-answer modules, etc.).

From observing these three products, we can see that many functions are relatively homogeneous, but each product has its own characteristics; it also needs to constantly explore new ways of playing.

Monetization: Advertisements occupy an important position. In addition to inserting advertisements in the community, hard advertisements are added to the game. Users are forced to watch advertisements to obtain game props.

Author: Tianxiang

Source: Tianxiang