As a learning app, Baicizhan has an unshakable position in the market.

What aspects are worth learning? What other features need to be improved? The author has conducted a product analysis of Baicizhan based on his own experience and tried to give some optimization suggestions. If there are any shortcomings, I hope to get corrections from my predecessors.

This article will analyze from the following aspects:

1. Product overview;
2. User analysis;
3. Product structure;
4. Operational strategy;
5. Users and feedback;
6. Competitive product analysis;
7. Recommendations and conclusions;

1. Product Overview

Product name: Hundred Words.

Product type: English learning, education.

Product slogan: A killer for English exams.

Product Positioning: This is a "picture-based word memorization software" developed for English learning. The software provides interesting pictures and examples for each word, making memorizing words a pleasure.

Product Features: The main gameplay of Hundred Words is to gradually memorize words through repeated memorization of pictures, audios, and pictograms. Users can also gain a sense of accomplishment by "killing words".

Business Model:

• Sales of peripheral products, including English reading materials, test preparation vocabulary books, stationery and cultural and creative products;
• Use the 100words app to divert users to iReader or other apps under its umbrella, sell courses or unlock English reading materials through a membership mechanism;
• By obtaining "copper coins" through the "Zhanjia Activity", users are encouraged to redeem coupons for consumption.

2. User Analysis

1. Geographical distribution

According to Baidu Index data: As of July 2020, users of the Baicizhan APP are mainly distributed in coastal cities and areas with a relatively high concentration of universities. Coastal cities with higher English proficiency requirements have become the main user group of the APP.

2. Population distribution

According to the data from June: the number of male users of the Baicizhan APP is slightly higher than that of female users, and their ages are concentrated between 20 and 29 years old. They tend to be younger, mainly students and young working people.

Based on the regional distribution, young people in areas with dense university populations and under English pressure are more likely to use the Baidu Cichuang APP, which fits the slogan of "English exam killer".

3. Product Structure

1. Functional structure

2. Functional Analysis

The main functions of the Baicizhan APP are analyzed mainly from three aspects: word memorization, social promotion, and product sales.

The product uses two major sections of content to emphasize the APP's word-memorizing function, from initial acquaintance to deep memory.

When users are no longer satisfied with individual learning, they can join "Small Learning Class" or "Word Battle" to learn in a group. They can also use "Zhanjia Activities" to encourage users to share their learning, check in and post on Moments to get rewards. Finally, users can redeem coupons with the rewards they receive to purchase goods.

The above methods ensure maximum exposure and product sales of the APP.

The following is a detailed analysis of the three functions:

1) Word memory:

The main function of 100words is to memorize words. The two major sections, "Words" and "Training", emphasize the memorization of words from different angles and in different ways.

Users can choose their own vocabulary books and make study plans. Here they can learn words from word pronunciation, picture and text examples, English meanings, and word pictograms. They can also search for words directly on the "Word" page without switching to other apps.

"Start memorizing words" helps users to memorize words initially. The main ways to play are:

1. Initially unlock words through audio and pictures;
2. Users who guess incorrectly will be given examples, English explanations, and Chinese hints;
3. You can directly "kill" the words you are already familiar with to gain a sense of accomplishment.

("Word" section plan making and word memorization function)

The "Training" section provides a variety of ways to practice listening, reading, writing and meaning of words. Users can deepen their memory of words by doing exercises, and it can also help users understand the simple use of words.

(Partial function display of the "Training" section)

The basic memory function of Hundred Words Master, coupled with the detailed step-by-step review function, is practical for both beginners and people with a certain foundation.

However, there are certain problems. Baidu Word Search focuses more on the user's "memory" of words and ignores in-depth use. Repeating a single example sentence may make users feel bored, and simple repetitive exercises cannot better enable the in-depth use of words. This situation may cause users to ignore other forms of the word when using the word.

At the same time, 100cizhan is more like a "guessing word" software. By matching words with corresponding pictures, this design may give users the illusion that "I think I have memorized it". Although it is easy to hit the user's psychological desire to memorize words quickly, it is also easy for users to have a bad experience of "why I remember it when I use it, but I still can't write/use it" in the long run, affecting users' long-term use of the product.

2) Social Promotion:

The social promotion function of 100cizhan is mainly concentrated in the "Discover" section, but 100cizhan does not emphasize communication between users. It only increases user activity through learning competitions and rankings among users. This design can indeed help users focus on the process of learning English.

I think in this section, 100cizhan is more promoting its own products. From the sharing and learning function of "Zhanjia Activities" to the traffic diversion to its APP "Love Reading", it is telling users "there are other channels to learn English."

The social nature of 100wordzhan is reflected in the following aspects:

"Friends" function: The friend circle of Baidu Cichuang is just a "tool" to obtain friends' learning status and rank them. It is not possible to chat through the friend circle. For people who just want to learn English, it is undoubtedly a better choice. However, the friend function is not obvious in the product and the entrance is relatively hidden. It may be difficult to increase user activity through this function.

Study Class & Word Battle: Both of these items are ranked through competitions with strangers. You will get corresponding rewards if you complete the goals or win the battles, otherwise you will be demoted or kicked out of the class. The product brings users together and improves user stickiness through rewards. This approach can alleviate the situation where some people are inefficient, easily disturbed by external factors, and unable to learn on their own. However, the questions in "Word Battle" are not based on the words that users have learned, and lack a certain degree of specificity.

Small Lecture Hall: This is more like a public account platform or community. Users can leave messages, like, share, and appreciate articles below, but this section does not have a reply function, which may affect the interactivity between users and authors to a certain extent.

(Social function display)

The promotional nature of 100words is reflected in the following aspects:

Zhanjia activity: Users can get rewards by continuously checking in and memorizing words. This activity can increase user activity for a period of time. They can also set reminders by following the WeChat official account; this invisibly leads users to the official account, greatly improving the user value and strengthening the connection between the APP and users.

I Love Reading: It has been mentioned before that 100 Words App focuses on memorizing words but neglects their application. I Love Reading makes up for this function. Users can read full-English readings on the I Love Reading App, and can also unlock more readings and functions through independent apps and membership. By learning words and reading English textbooks, it has indeed captured most of the loyal users.

(Promotional function display)

3) Product sales:

The main profit model of Baicizhan is the sale of mall products. There are two entrances to the mall in the APP, one is directly displayed on the homepage, and the other is in the personal center.

From the perspective of product profitability, directly displaying the mall on the homepage can increase product transaction volume; however, from the perspective of user experience, page jumps may occur due to accidental touches, reducing the user's experience of the product.

It is impossible to judge what kind of experience the mall page displayed on the homepage will bring to most users. However, whether the user enters the mall page by accident or actively, whether the mall banner can attract the user's attention in the first time and prevent the user from feeling annoyed by accidental touch is the most important factor in increasing sales.

The "copper coins" function of Baicizhan is also a way to stimulate user consumption. Users can obtain copper coins by completing tasks through Zhanjia activities and word classes. Copper coins can also be exchanged for coupons and re-signing services.

This method can provide a certain amount of fun for users who use the product in the short term, but it is too simple a way to obtain copper coins for loyal users. In the long run, it is not conducive to stimulating user consumption. Considering multiple ways to obtain copper coins may be more conducive to the user's experience.

(Profit function display)

3. Optimization suggestions

• Strengthen the word application function of the 100words app. For example, consider adding sentence making or word deformation functions to the training to increase the difficulty of the training content.
• It can recommend topics and classes based on the user's level and choice, strengthen the interactivity between the APP and the user, and enhance the user's sense of presence.
• Optimize the design of the shopping mall banner to try to attract every user who comes in at the first time.
• New ways to obtain and use copper coins have been added, allowing users to obtain more services by using copper coins, which will increase users' demand for copper coins.

4. Operational Strategy

Baicizhan attaches great importance to the promotion of its vertical products, but except for Baicizhan APP and Mint Reading APP, other APPs are not well-known, and the promotion effect only has a profound impact on loyal users.

Of course, relying on its large number of users, 100cizhan no longer has to worry about the promotion of its own products. However, if we want the product to survive for a long time and expand into new markets, I believe there are also the following problems in new media operations that need to be improved.

1. Weibo

The official Weibo account of 100cizhan has 3.8 million followers, and the main content published on the account is just a daily English sentence and reminders to memorize words; but the number of comments, reposts, and likes from fans is very small or even non-existent, and there is a lack of interaction with fans. The account has a huge fan base but does not make good use of it.

2. Official Account

The publication of Baicizhan’s official account is irregular, and most of the content published is the promotion and sale of its products, activities, and courses, with little practical content.

Judging from historical articles: In 2019, some articles had a reading volume of more than 100,000; in the half year from January to July 2020, the highest reading volume was 78,000.

Judging only from the number of readings may be wrong, but from my personal point of view - the content of the official account is messy and has no reading value, and there is little interaction with fans.

As a large educational platform, Baicizhan does not attach great importance to the cultivation of fans, and it is impossible to retain users for a long time by relying solely on the APP.

3. Promotional activities

Baicizhan mainly relies on online activities on the APP to promote its products. This method saves costs and can quickly see growth effects.

Through the "Zhanjia Activities" held from time to time, users can take on challenges through online learning. Sharing or successfully completing challenges can earn copper coins, which greatly increases user activity and stickiness.

The number of people who completed the activity is not known here, but it can be seen from the APP that the number of participants in each event is stable at more than 100,000+, and even exceeds 300,000. The promotion effect of the event is significant, and the activity can be developed for a long time. At the same time, users can also set reminders by following the official account.

Combining the above views on official accounts, I personally think that 100cizhan may just want to use official accounts as a "reminder" tool, but this seems to be a waste of talent.

4. Operational Analysis

Analyze the operation mode of Baicizhan APP based on the funnel model:

The main ways for 100wordzhan to acquire users:

• Users who have followed the official account share the article to their Moments, directing users to the official account or APP;
• Users who use the APP share APP activities or check-ins, directly directing users to the APP.

How 100wordzhan improves user activity:

• Use the APP's own word battle, small study class, and friend circle social functions to promote activity;
• Users promote activities through comments, sharing and liking in the small lecture hall;
• APP activities or public account activities to promote activity.

How 100wordzhan improves retention rate:

• Users set reminders through the official account, the official account pushes messages from time to time, and APP activity notifications are the main ways for Baidu Ci Zhan to improve its retention rate.

How 100wordzhan earns income:

• There are few built-in advertisements in the APP, and profits are mainly obtained through the sale of products in the mall;
• Profit by promoting your products, selling courses or memberships.

The way that 100words are spread by users themselves:

• Baicizhan's operating method mainly relies on user sharing to attract new users to achieve the goal of rapid growth.

By continuously acquiring users through the five-stage cycle, you can not only increase user stickiness, but also turn users from users into promoters, forming viral marketing. This is the fastest and lowest-cost way.

5. User Feedback

According to App Store reviews, 100cizhan has an overall score of 4.8 and 417,089 ratings, ranking seventh among educational software.

By collecting recent comments, we can summarize the problems reported by users on the 100word app into the following categories:

In general: users give good ratings to the Baicizhan APP, among which users give the most positive comments to the Baicizhan picture and text memory function, and there are fewer rating responses.

6. Competitive product analysis

1. Competitive product selection

According to the user-related search term demands shown by Baidu Index, among the English learning software of the same category as 100cizhan, the vertical products mainly focusing on word memorization include Momo Word Memorizer, Bubei Word Memorizer, Scallop Word Memorizer and other software, which can be competitors of each other.

2. Product Introduction

(Search trend changes)

(Search index changes)

According to Baidu Index data: In the past six months, the search index of 100cizhan has been in the leading position among the four products.

However, a closer look reveals that BubeiWou and MomobeiWou have faster month-on-month growth rates, at 58% and 35% respectively, while Baicizhan has only slightly increased (13%), and its year-on-year change is showing a downward trend (19%).

From the displayed data, we can roughly see that: Baicizhan is undoubtedly still the industry leader with relatively high user stickiness, but other products are also catching up by relying on their own advantages, and the possibility of being overtaken cannot be ruled out.

Without detailed data, I cannot elaborate here and can only make a rough judgment.

3. Functional comparison

(Baicizhan APP functional structure)

(Functional structure of Momo Word Memorization APP)

(Functional structure of the No-Word Memorization APP)

(Functional structure of Scallop Words APP)

(Function comparison of four APPs)

4. Business Model

Judging from the above selected entities and competitive product analysis, for online English learning products, the main profit sources are peripheral products and value-added services.

Hundred Words:

Baicizhan does not have many value-added service options and mainly relies on the promotion of mall products and iReader to make profits.

• Mall products: mainly stationery and English reading materials, with prices ranging from ￥9-￥299, mainly suitable for users who use 100wordzhan related products for a long time;
• Page advertising: When you open the APP, it mainly recommends activities and other products.

Momo memorizes words:

The business model is relatively simple, with the sale of make-up cards, word limits and vocabulary test times as monetization channels. It has its own official Taobao mall, and you can only see the prompt at the bottom of the homepage after you have finished learning the content of the day.

Don’t memorize words:

It is quite similar to Momo Word Memorization, and makes profits by selling dictionaries and courses. It does not have a shopping mall system yet.

Scallop Words:

The APP is directly used as a comprehensive product with profit as the main purpose. Most of its functions require payment or use in conjunction with affiliated products.

• Course sales: level exams, reading plans, listening and speaking, Python programming;
• Vocabulary Membership: Become a member to get access to Collins Dictionary, root words and affixes, word books, Walkman and other functions;
• Scallop Mall: mainly sells stationery and exam preparation books;
• Product promotion: If you want to practice speaking, listening and reading, you need to download the supporting APP.

5. Product experience

Through the above comparison of advantages and disadvantages, it can be seen that the four products have their own characteristics. The experience of 100 Words and Scallop Words is relatively similar, and the experience of memorizing words with Momo and not memorizing words is relatively similar.

Since the four products have their own characteristics, Baicizhan is not irreplaceable in any one aspect.

According to the above comparison: the multi-faceted memory mode featured by Baicizhan is currently Baicizhan’s biggest advantage. Baicizhan can appropriately learn from the advantages of other products or focus on developing its own advantages, and rely on its strong user base and number of fans to strive to create more space in the future market.

VII. Suggestions and Conclusion

1. Optimization suggestions

Based on the above, I have summarized the following suggestions for optimizing product functions and community operations:

Functional design:

• Word learning: Currently, the application of words in 100cizhan is more about the initial application of learned words through training. As mentioned before, repeating a single example sentence may make users feel bored. Simple repetitive exercises cannot better enable in-depth application of words. Therefore, you can consider adding sentence construction or word deformation usage patterns to the training to increase the difficulty of the training content.
• Word Battle: When using the word battle function of 100 Words, although users can advance and obtain rewards through qualifying matches, the difficulty of the words that appear in the practice match does not match the word book or level they have selected. Users cannot choose the difficulty of the battle themselves, making it difficult to feel enough challenge in the battle. You may consider adding a difficulty selection function to allow users of the same level and grade to compete against each other. This will allow them to feel a sense of accomplishment when they win, and to understand their own learning situation after failure, thus generating motivation to continue learning and challenging themselves.
• Copper coins: Currently, the copper coins obtained through Baidu Word Master can only be exchanged for mall coupons or make up sign-ins, and the way to obtain copper coins is also limited to activities and vocabulary classes held from time to time on the APP. We can appropriately increase the ways to obtain copper coins and the channels for using copper coins, strengthen the incentive mechanism, allow users to obtain copper coins by completing various tasks, and encourage users to obtain some special functions and services by consuming copper coins, so as to keep users active for a long time.
• Design: The aesthetics of the banner of the Baicizhan Mall has a great impact on whether users decide to stay, and plays a vital role in increasing sales rate. The pictures can be updated frequently according to the actual situation, and it is necessary to consider whether each update can attract attention.

Community operations:

• Friend interaction: The friend function of Baicizhan is not obvious in the APP. It is difficult to find its friend function without careful study, and it is easy to be overlooked by users. After adding friends, users can only delete friends or view the rankings. The friend status can only be reminded by the system and cannot be actively published. Although the main slogan of the friend function is "no chatting, just memorizing words", users cannot choose to have word battles with friends, which makes this function seem very useless. It is impossible to know whether Baidu Ci Zhan will stick to its original intention of "no chatting, just memorizing words" in the future, or optimize the friend function without chatting.
• Small word class: After joining the small word class, users can only rely on personal awareness and persistence in daily check-in to study and receive rewards. In the small class, they can only view each person's ranking, and there is no change trend to show daily results. Most of the class members are strangers, and they cannot communicate with each other, so they are not very competitive. You can try to strengthen the competitive psychology among users without adding social functions such as chat, so that users can more intuitively feel the progress after joining the small class, and improve user activity and stickiness.
• Learning community: There is still a lot of room for development in the community operation of Baicizhan. For similar apps that have done well in this regard, you can refer to Scallop Word. It is also a non-social product, but the community of Scallop Word allows users to communicate, learn, and make progress together. It allows users to gain recognition in their learning, and allows users to return to the product through the motivation of others when it is difficult to persist. It can also encourage users to comment, share, and interact through rewards, thereby increasing retention rates while creating a good learning atmosphere.

2. Product Summary

Baicizhan was launched in 2012, focusing on word memorization. Along the way, it has formed an English learning model featuring picture-based word memorization. In its continuous development thereafter, due to the outstanding performance of the product, it received investments from China Cultural Industry Investment Fund and Tencent in 2015-2018. At the same time, in December 2019, it was announced by the General Office of the Ministry of Education that it had passed the first batch of education APP registration list, allowing Baicizhan to gain more resources and traffic.

The product positioning of Baicizhan is the basis of its success. Baicizhan accurately grasped the pain point of users' worries about "English exams" and put forward the slogan of "English exam killer"; in response to the needs of users who find it difficult to study for a long time and want to use fragmented time to memorize words efficiently, it developed a "picture + word" learning model; and consolidated memory through a variety of effective review modes, which met market demand and established a firm foothold in online education tool apps.

After gradually entering a stable period, Baicizhan turned to developing new products. It used Baicizhan to promote the AiDushu APP, combining the two products well together to expand the multi-faceted online learning market; it has provided users with a learning platform that integrates "learning-practicing-using". Baicizhan's market share and user activity have been steadily increasing, which also proves the correctness of Baicizhan's development path.

At the same time, faced with the continuous development and optimization of competing products, the diversification of user needs, and the expansion of the scope of language use; how to make Baicizhan not just a learning tool, but an indispensable learning assistant in life, and enhance the irreplaceability of the product; how to keep users active, not just as a user, but also as a creator; these are issues that Baicizhan needs to consider and optimize on its development path.

Tools used above:

Mind Mapping: MindMaster

Data source: Baidu Index

Analytical model: Funnel model

Author: Lllll_m

Source: Lllll_m