"Hupu" product analysis report

Hupu is a pan-entertainment community product that includes basketball, sports, games, movies, goddesses and other content sections. This article will analyze Hupu’s current status and version iteration trends, and put forward optimization suggestions for some of Hupu’s functions.

There is a popular meme on the Internet: "Weibo is about female fists, Hupu is about straight men", which shows that Hupu is a gathering place for straight men. Hupu has developed from a sports product focusing on basketball information to a pan-entertainment community product that includes content sections such as basketball, sports, games, movies, and goddesses. Such changes have brought about explosive user growth, but have also caused the loss of veteran users.

The influx of a large number of new users will undoubtedly cause shock to the community on which it depends and lead to a decline in the quality of community content. Secondly, Hupu has aggregated a large number of functions and content. How to make good content recommendations for users with different preferences is an important issue? Finally, facing challenges from other competitors, how can Hupu, which does not have sports copyrights, retain its users? Faced with various new entertainment and social products, how can Hupu, which is still in the form of a traditional forum, retain its users? These issues are discussed below.

This article will analyze Hupu's current status and the trend of version iterations, and put forward optimization suggestions for some of Hupu's functions.

I analyze Hupu from the following aspects:

Market Analysis
User Analysis
Core Function Analysis
Community Function Analysis
Functional analysis of the product identification section
Summarize

1. Market Analysis

1. Development History

Phase 1: Hupu’s predecessor was a basketball forum called “hoopCHINA”, which aspires to be the most specialized Chinese basketball forum. It attracted initial users with professional, accurate and timely basketball content news. This will establish a vertical community with a common interest (basketball) as the rallying point.

The second stage: hoopCHINA began to try corporate operations and was renamed Hupu, transforming from a forum to a portal. At the same time, it added more sports categories, added businesses such as offline events, e-commerce and game operations, and finally successfully transformed into one of the largest sports portals in China.

At the same time, in 2008, Hupu began to try to divert traffic to offline. They and Peak jointly built 5 basketball parks with a total area of over 10,000 square meters. Since 2009, Hupu has started to build fan groups in 166 cities across the country and carry out offline marketing.

At the same time, Cheng Hang tried his hand at e-commerce. In 2009, Hupu launched Calorie Mall, an independent e-commerce platform focusing on sports shoes and clothing. In the early stages of Hupu’s commercialization, basketball parks and e-commerce were Cheng Hang’s two main focuses (later known as the King of Passersby/Knowing Goods). However, they all failed at the time because the entire sports environment and industry were not good.

The third stage: With the influx of a large number of new users, Hupu Pedestrian Street gradually became more lively than the professional basketball discussion area. With the development of mobile Internet, the demand for fragmented reading and emotional catharsis has also emerged on Hupu. Light topics and shallow professional discussions are more suitable for the fast-food era, while traditional game analysis articles cannot escape the boring stereotype of in-depth reading. Hupu’s operation has elevated the pedestrian street to a primary position.

This change has greatly stimulated user activity and brought in more traffic. After tasting the sweetness, the Hupu operation team began to try more things outside the sports field, adding more entertainment and film and television sections to the pedestrian street, establishing an e-sports division, seizing the e-sports community field, and de-"sportsifying" it, transforming Hupu from a sports community into a "straight male community." In terms of operations, we held the Akina Mountain Beauty Contest and so on.

The fourth stage: As Hupu has "de-sportsified" and vigorously developed interest communities and enhanced community interaction, more and more newcomers have flocked to the community, causing discussions to become younger, a large number of low-quality posts to appear, and the phenomenon of wanton abuse has emerged. Many old users have left Hupu.

As mentioned above, people on Hupu chat not only about basketball and sports, but also about topics men talk about at barbecue stalls. Sports are no longer the only important thing. On the pedestrian street, many topics about women, celebrities, entertainment, and emotions are more popular than discussions about basketball.

We started out as a sports forum, but now more people are discussing life, food, clothing, housing, transportation, and daily emotional states than discussing ball.

Currently, Hupu Sports is based on the pan-sports competitive ecosystem + social model. Hupu is more friendly to users who follow a variety of competitive sports. Based on the model of football + basketball + e-sports, we ensure that we will not miss the news push of major sports in different competitive sports. In addition, the vigorously developed forum community also better meets the expected needs of users (sharing life, seeking more social recognition, etc.). In addition, Hupu, as the company's top product, brings more traffic to its related products (such as Shihuo).

2. Hupu’s sports vertical ecosystem

Hupu started to develop its business in the sports field very early. To construct the entire sports vertical ecosystem, including;

2.1 Sports Event Marketing and Management

Hupu has set up fan groups and basketball events in various cities, and has marketed and promoted these events. Its event IP "King of the Road" has become the most well-known grassroots basketball event in China. There are competitions held in different cities every month, and a large number of people watch the competitions through online live broadcasts. After gaining so much traffic, Hupu used the Lakers King IP to conduct cross-cooperation with sports brands and e-commerce platforms to gain greater commercial value.

2.2 Sports e-commerce traffic diversion platform

By leveraging Hupu's huge user base and combining user characteristics, we focus on sports goods, attract users to buy with genuine products and low prices, divert Hupu's traffic to Shihuo, guide users to download Shihuo, and purchase products through Shihuo.

2.3 Digital Marketing

In line with corporate marketing goals, we recommend targeted sports and media resources and provide online and offline integrated communication solutions to help companies effectively communicate with their audiences and enhance corporate awareness and reputation. Provide planning and execution of large-scale roadshows, fan events, press conferences, celebrity visits to China and other events.

2.4 Sports Games

Hupu started to develop sports games to supplement its business model. It cooperated with sports event brands (Chinese Super League, NBA) and game companies to jointly develop games, and carried out targeted marketing through the traffic of the Hupu community to attract traffic for the games. Although games are not the main force for Hupu's profitability, they have become a powerful supplement to Hupu's business model.

3. Macro analysis of sports market

After receiving support from national policies and digital-assisted transformation, my country's sports industry has shown a trend of rapid development.

Data source: Analysys Data

Among the numbers of people watching competitive sports games, e-sports and basketball have the largest number of viewers, which is the same as Hupu’s current focus, basketball and e-sports. From the above data, we can see that the sports industry market and the monthly active users of online sports are both developing rapidly.

As a leader in comprehensive sports community information products, Hupu has attracted a large number of users by relying on its good community atmosphere and professional sports database, even though it does not have the copyright for live video broadcasting. However, there are still a large number of users who use live video to watch games but do not use Hupu. Hupu needs to do better in product differentiation to attract more users, especially e-sports users.

From the above picture, we can see that e-sports events have a good viewing experience, a large user base, and a relatively young age. Hupu should carry out more functional iterations for this type of users to cater to their needs and attract them.

4. Analysis of Hupu’s market competition environment

From the above picture, we can see that Hupu belongs to the sports information and community category. There are two types of such products on the market:

One category is comprehensive sports information such as Sina Sports and Hupu.
Another type of vertical sports consulting includes Dongqiudi (focusing on providing high-quality and accurate content on football) and Crazy Red Single (taking football lottery as the entry point and focusing on football competition prediction and analysis).

Data source: Analysys Data

Sports information products have entered a mature stage, and the overall state of the industry has shown a downward trend. The number of users in this field may further decrease in the future. The main reason is the impact of emerging media, and user interests are clearly cut by competitors such as social media and short video platforms.

As a leading product of comprehensive sports information and community, Hupu has a great competitive advantage in the same field. However, since Hupu is a community content product, users mostly use it in their spare time to kill time. In this scenario, there are many products that can help users solve their needs, such as Douyin, Weibo, and Moments. How to attract more users in this scenario, the content and sociality of the product are particularly important.

5. Market Competitive Product Analysis

Analysis of competitive products in the sports information category:

Comparison of active users of sports information/community products (data source: Analysys Qianfan)

Comparison of daily active users among Hupu, Sina Sports, and Dongqiudi (data source: Analysys Qianfan)

Comparison of product data of Hupu, Sina Sports and Dongqiudi (data source - Analysys Qianfan)

Among similar products, Hupu has advantages in terms of average daily active users, average daily launch times, and average daily usage time. But the advantage is not great. Hupu is a comprehensive sports information community, focusing on basketball and e-sports. These two are among the most popular domestic sports. The usage rate of all sports products will be affected by match days. The activity of products on match days will increase, and vice versa. On the day of Kobe's retirement game, Hupu's server even crashed, which shows the impact.

It’s not just sports that attracts daily active users to Hupu. He also has a "pedestrian street", a film and television area, and a video area, and these sections are even more popular than the sports section. Users discuss life and entertainment in this section, which greatly increases Hupu's daily activity.

Compared with Hupu, Sina Sports is more traditional. It focuses on traditional sports and is more influenced by match days. Moreover, Sina Sports’ community is not well developed, its functions are not perfect, and community users are not active, which makes it difficult to attract users to use it long-term.

As a professional football information product, Dongqiudi only provides football content information. It is the best in this field and its content is accurate and timely. Secondly, most of the users of Dongqiudi are senior football fans, and the content produced by users is of higher quality. It is more popular among football fans, has higher user loyalty, and is difficult to be poached by other products.

Analysis of Hupu market data performance:

Comparison chart of the number of independent devices of Hupu (data source - Analysys Qianfan)

Comparison of Hupu's next-month retention rate from 2018 to 2019 (data source: Analysys Qianfan)

Comparison of the number of active users of Hupu from 2018 to 2019 (data source: Analysys Qianfan)

You may be doing well in the sports information industry, but you should also be vigilant because your competitors are not just from the same industry.

The data in the above figure shows that the user activity has been declining, but the next month retention rate has remained stable. This shows that the vast majority of users will use the product steadily, but because users are not interested in the content provided by the product, the usage time is also decreasing.

October to January of the following year is the period when major competitions are held, and normally user activity should increase at this time. But it continued to decline.

I think the reasons are as follows:

The influx of a large number of new users in the community has led to the younger age of the community and the production of a large amount of low-quality content. At the same time, it has caused the quality of the community to decline, causing users to feel uncomfortable when browsing post content or interacting with others.
Hupu does not have the copyright to the event and can only broadcast it live in text format, while the vast majority of users will choose sports event live broadcast platforms and short video platforms when watching the games.
The loss of community opinion leaders results in the community being unable to produce high-quality content, and can only post spam. This may not have any impact in the short term, but in the long run it will cause user activity to continue to decline, or even loss.
Hupu has many different content sections, but users may not be interested in all of them. Too many sections will cause information confusion for users and reduce the browsing experience. Secondly, Hupu’s content push is not done well, resulting in content that users don’t like always appearing under recommendations.

Analysis of competitive sports event content:

Comparison of the number of users of Hupu and Tencent Sports (data source - Analysys Qianfan)

It can be seen that there is a big gap in the number of users between the two. The main reasons are:

Tencent Sports owns a large number of event copyrights, and users can only watch their favorite event programs through Tencent Sports. As Hupu can only broadcast events via text, users will definitely choose Tencent Sports in comparison.
Tencent can rely on the two major social platforms, WeChat and QQ, to drive traffic to Tencent Sports.

Comparison of user activity data between Hupu and Tencent Sports (data source: Analysys Qianfan)

Judging from the data, Hupu users are more sticky than Tencent Sports users. This is because as a platform for live broadcasts of sports events, Tencent Sports’ user loyalty is not high and is easily affected by the events. If there are no popular events on that day, users’ willingness to use this product will decrease.

Hupu itself does not rely solely on sports events to attract users. It has a good community atmosphere and community operations. Hupu regularly holds some interesting community activities, such as the Goddess Contest. This good community operation will retain many users.

At the same time, Hupu has been focusing on the production of basketball content since 2004. It has professional basketball experts to write articles, and members of the community spontaneously translate foreign languages into the community. Although its quality has declined over the years, it is still one of the best basketball information platforms in the country.

Tencent Sports Community has just been established and focuses on the field of basketball. It is in direct competition with Hupu. The advantage of Tencent Sports Community is that it is backed by two major social networking platforms, WeChat and QQ, which provide it with users, and it has a large user base.

Tencent Sports owns the NBA copyright and has its own live broadcast platform (commentary, production location), etc. Naturally, there will be NBA fans who use this software, and it is also very reasonable and appropriate for them to enter the community for discussion. The disadvantage of Tencent Sports is that it started too late, and the community culture and community membership have not yet been established.
The addition of a large number of new fans and new members has resulted in the quality of posts in the community being too low to attract veteran fans.

The user stickiness of Tencent Sports mainly lies in its powerful event copyrights, such as the five-year exclusive copyright of the NBA. As long as the copyright exists, users will not leave much.

As a UCG content platform, Hupu’s users producing more high-quality content is the key to maintaining user stickiness.

summary:

Based on the above analysis, we can know that Hupu is the best in sports information and community. The community activity, number of users and user stickiness are all acceptable. However, due to the impact of live events, short videos, etc. and the continuous decline in the quality of community posts, the daily active users and number are declining. The overall community atmosphere and quality are declining. We must strengthen the management and quality supervision of the community, and improve the quality of community content output.

The copyrights of top events have been purchased by other products. Hupu needs to increase the development of its own original event IP brands, promote these events through short videos and live broadcasts, and bring more diverse user experiences to users, not just before and after the games. After losing its copyright, Hupu needs to vigorously develop a community culture centered on straight men. At the same time, it should also pay more attention to the segmentation of the population, ensure that the needs of each type of user with different preferences can be met, and do a good job in content push.

Hupu’s two largest sources of revenue come from advertising and e-commerce. These two parts rely on the traffic of the Hupu community. The products need to refine the needs of the crowd, accurately push advertisements, and accurately direct traffic to the Shihuo community. At the same time, Hupu should also start in other areas, such as sports games, which should be strengthened to match the sports community to increase revenue.

5. Product iteration process

The product is iterated mainly around two parts, namely the community and post-match data, reflecting the product's intention to do both professional and entertainment.

The version iteration of Hupu is summarized as follows;

(1) Continue to improve sports data

From 2014 to the present, Hupu has continuously updated the basketball and football functional section and added many functions, such as player position maps, transfer records, coach formation statistics, coaching career, etc. This is because although Hupu is a sports product, it does not have the copyright to the events, which means that most users who watch the games are unlikely to choose to use Hupu's text live broadcast to watch the events. Therefore, Hupu attaches great importance to post-event data statistics and has updated multiple versions.

For example, the data about NBA on Tencent Sports app only include ranking, scoring, rebounding, etc., while Hupu also has salary list, labor agreement, trading rules, etc. This is the advantage of Hupu.

(2) Expanding interest communities

In addition to the original sports section, Hupu has established multiple topic areas such as the photo area, pedestrian street, equipment area, video area, etc., although these topic areas are not related to sports. But these are topics that boys like to discuss. The new interest topics have brought a huge amount of user growth to Hupu. And because competitions are cyclical, there are not exciting competitions every day. Without these contents that straight men love, user activity will be greatly reduced.

Judging from the version updates in the past two years, Hupu is more inclined to iterate on this function, which is also the future iteration direction of Hupu, to establish an interest community that not only has sports, but also has broader male content.

(3) Enhance the interactive attributes of the community

In 2016, we launched the function of appreciating and replying to posts, as well as the ability to initiate votes when posting. In 2017, we established personal attributes for the community, added Hupu coins, reputation, non-recommendation, and red envelopes in posts, and in 2018, we added a publishing entrance in the upper right corner of the interface. In 2019, we added top comments. The addition of these features will undoubtedly make users more active in the community and encourage them to produce better content.

(4) Focus on content distribution

In 2018, a personalized "Popular" page was added to the homepage, which includes news, posts, videos, and comments. In 2019, video navigation was added to the homepage. To recommend content on the homepage, it is necessary to distribute the content in accordance with the user's preferences. From the actual situation, this part is not done very well.

From the iteration of versions, we can see that Hupu initially used sports as an entry point to the market, providing users with the latest and best sports information + sports live broadcasts. Later, it gradually developed into a community mainly for male users who love sports, and then into an interest community for boys. It can be seen that Hupu is gradually getting rid of the label of focusing on sports, and instead creating an interest community mainly for male users, covering all aspects such as games, movies, and sports.

This iterative direction will undoubtedly bring more user growth because the user audience is wider. However, as the product grows from small to large, this change will cause the loss of early veteran users. The influx of new users will undoubtedly cause shock to the community on which it depends, and the quality of the community will decline. Due to the multitude of functions, a single app will attract more types of users. How to provide good content recommendations and management to users is an important matter.

2. User Analysis

1. User attributes

Hupu product gender distribution chart (data source - Analysys Qianfan)

Hupu's user base has always been dominated by men, and its pedestrian street is known as the Straight Men's Street on the Internet. This is also caused by the initial product positioning. The product started out by providing high-quality basketball information and sports live broadcasts. In China, most people who love basketball and sports are boys.

With the subsequent iterations of products, it is also to cater to the preferences of most boys, such as adding an e-sports section and improving post-match sports data. The tone of the forum is also full of male aesthetics on weekdays - for example, giving scores to female stars and girlfriends, which is what JRS like to do most. But there are also a small number of female users who use Hupu and post their own photos in the community in order to enjoy preferential treatment from men in the community, and even be treated like a star.

Hupu age distribution chart (data source - iResearch)

The majority of Hupu users are college students under the age of 24 and working people aged 25-35, with relatively few users aged 35-40.

The user group between the ages of 25 and 30 accounts for the largest proportion. This group of people has just entered the workplace and is still unstable in their careers. Changes in love and pressure in life will bring about emotional changes. Topic sections such as pedestrian streets and love groups can allow this group of users to release their emotions and gain emotional resonance by communicating with juniors.

In the consumption of entertainment content, relieving stress and self-entertainment account for the majority of the needs of this group of people. When consuming sports content, this type of user would prefer high-quality and in-depth articles. After entering society, they have less leisure time and spend a shorter time on Hupu each time. These users prefer to browse content they already follow.

The user group under 24 years old is mainly composed of college students, who are the most active group. This is a time of youth and vigor, and the multiple revisions of Hupu reflect the youthfulness of its product design.

College students have more free time, and the content flow on the homepage can help them pass the time. At the same time, Hupu also has various sections such as videos, film and television entertainment, pedestrian streets, and games for users to browse. College students have strong emotional fluctuations regarding confusion about future plans, academic troubles, campus romances, etc.

This type of users can use Hupu to chat about games, life, and love. This is why there are so many love posts (a green street, everyone has a green hat on their head) or comparison posts (comparing basketball stars with other basketball stars, who will win in a fight between basketball stars and animals) in forums on weekdays. This is the reason why these posts appear.

Although this situation makes the community more active, it will result in low-quality community content, and in the long run it will lead to user loss.

The user group aged 31-35 years old are mostly old users who may have started using the app several years ago. They may be more concerned about sports. Because people of this age group are busy with family and career, they don’t have the energy and time to use social media. At the same time, they may not be as active as before, and their voice in the community may be smaller. However, these old users are able to output high-quality content, and as a community that has been operating for more than 10 years, these users have produced a lot of memes (culture). This type of user does not need so much content, they may be more focused on certain topic areas.

User regional distribution map (data source - Analysys Qianfan)

(Data source: Analysys Qianfan)

From the above figure, we can see that 60% of users are mainly distributed in first- and second-tier cities and have good purchasing power. This is one of the reasons why Shihuo has developed rapidly in recent years. In addition to sports events, they also pay more attention to sports equipment, digital products and other content. With better economic conditions, they are willing to pay for genuine sneakers. However, the users are still mainly young people, so they care about the price. The user group living in big cities makes the "level" of the entire platform present a different trend.

They can post messages to mock others or record songs to diss others. This level of richness is really not comparable to that of ordinary Internet users.

We can see that transaction attributes and social attributes are the key to maintaining community popularity. However, judging from the popularity of the forum sections, the NBA section and the pedestrian street section are obviously greater than the equipment section, but the reason why the number of posts is far less may be the following two reasons:

There are a large number of silent users in NBA and Pedestrian Street, most of whom are spectators who like to read and reply to posts. Most of the equipment users post with questions, such as whether ad1 is good? How does the yellow James 10 look like? That’s why there are so many posts.
The moderators will strictly delete any spam posts, and certain conditions must be met to post in these two topic areas.

From the popular words above, we can see that our users’ main needs are emotional communication and seeking emotional connection (being cheated on 🐶), and they are also keen on discussing current hot topics. Our main user groups are all sports enthusiasts, so discussing events is also a hot topic.

summary:

Hupu's user group has a distinct feature, namely, a straight male community composed of common sports enthusiasts. In this community, people can not only talk about sports, but also talk about topics at late-night snack stalls, girls, life, and so on. Most of them have decent economic conditions and live in first- and second-tier cities. They have rich emotions, similar hobbies, and a certain purchasing power. They like sneakers, digital electronics and other products. There is no denying that Hupu's user base is very cohesive. This can be seen on the guide page when entering Hupu.com, where the search result of Hupu is "pronounced by jrs".

2. User Profile

Based on the analysis of user attributes and three years of experience in the forum, I divide the user groups into two factors, namely age and preference for sports.

Group A: Mr. Huang
Age: Older 30-40
Target: Fans who have worked for many years
Scene: Home during holidays
Purpose: Watch the game and read the news
Sports preference: Very fond of basketball, a senior fan
Others: They may be the core users of the forum in the early stage, have a deep understanding of basketball, have made many contributions in the community, and may play the role of opinion leaders

Group B: Xiao Li
Age: 22-30
Target: Young people who have just started working
Scenario: commuting, lunch break, holidays, etc.
Purpose: Check the news and see what topics are on the sports section
Sports preference: Love sports, sports are part of life
Others: Sports fans who are active in the sports section, or active in the pedestrian street section

Group C: Novice
Age: 22-30
Target: Young people who have just started working
Scenario: commuting, lunch break, holidays, etc.
Purpose: Kill boring time and read posts
Sports preference: Average
Others: Active in many sectors, most likely in the pedestrian street (chatting area)

Group D: Xiao Li
Age: 18-22 years old
Target: College students
Scenes: Many
Purpose: To kill time, express one's life emotions in the forum, and gain resonance. After the game, read the posts for analysis and discuss the game with netizens.
Sports preference: Like sports
Others: Active in many sections, most likely in the pedestrian street (chatting area), team section

Group E: Xiaozhu
Age: 18-22 years old
Target: College students
Scenes: Many
Purpose: Kill time, read some digital and sneaker trading posts,
Sports preference: Average
Others: Active in the equipment group, digital area, most likely in the pedestrian street (chatting area)

3. User composition ratio

Hupu's most competitive feature is the straight male culture in the community. Its core revolves around straight male culture. Content is produced by ordinary users or professional users (unpaid) and posted to Hupu, where it is browsed and feedback is provided by users in the community.

Hupu Community has three characteristics:

Strong timeliness. The forum basically discusses the latest events, and occasionally it touches on past events, which are also discussed in a new thread.
Highly fragmented, the depth of discussion is generally not very deep and the content is highly fragmented.
It has a strong circle nature. Only if you are a Durant fan will you write an article to analyze Durant. If you are not from this circle, you will not write an article for this circle.

Hupu users can be roughly divided into three categories: core users, ordinary users, and browsing users;

(1) Core users

The most valuable users account for about 10%. That is, users who frequently browse the community, use it in depth, have a sense of belonging to the community, and can produce high-quality content, such as being able to post good posts, give bright comments, and write high-quality articles. A notable feature of Hupu is that "Excellent Content Author" will be displayed on the account.

Since the community is in the form of a forum, the discussions tend to be fragmented. There won’t be many senior basketball critics writing articles, but Hupu started out as a sports basketball company, so it has accumulated many such writers, but their number will not be too large. To produce high-quality non-sports posts, users need to have some special stories. There are very few of these and users are required to have certain writing skills to express them better. Once they appear, they will become classics.

(2) There are two types of ordinary users

Being active in the community, you can perform simple social operations such as commenting, liking, voting, etc. However, the content quality is not high, but it can boost popularity.
Silent users who browse frequently are active in the community and only read posts without engaging in social operations. However, they are highly loyal and spend a lot of time on Hupu.

Ordinary users account for about 80%. For ordinary users, although they do not have the conditions or ability to contribute high-quality content, lightweight operation data such as collection, like, reply, and view are also a kind of wealth for the UGC community. Because forum posts are very time-sensitive, people will only discuss things that are happening at the moment. The content is fragmented and relatively shallow, making it very suitable for discussion among ordinary users.

For example, is Zhou Qi an undercover agent? How do you evaluate Zhou Qi? This was once occupied by Zhou Qi after the Chinese team played against Poland in the Men's Basketball World Cup.

(3) Browsing users

Accounting for 10%, they rarely use community functions and just check news and data. They are only used when there are competitions. There are not many users who have downloaded Hupu to use the community, and the loyalty of such users is very low. They may only use Hupu's news section or group buying. Such users are easy to lose.

This composition ratio makes the product relatively closed and difficult to attract other users, but its own user base is also very loyal and not easy to leave. We provide different services + products and operations around three types of users, and here we focus on ordinary users.

Ordinary users account for a high proportion and are huge in number. Judging from the version iterations of Hupu, it does provide many lightweight operations for this type of users to meet their needs of expressing opinions, sharing views, and liking others. At the same time, we must ensure that the behavior of ordinary users does not get out of control and find a balance between positive contributions and negative impacts, that is, encourage users to post. However, you cannot always post spam messages. We encourage users to leave messages, but we oppose users forming groups with others.

In fact, in order to raise the threshold of its products, Hupu launched examination, reporting, and extinguishing functions, which have improved the content quality of the community to a certain extent.

A reward, points, and influence mechanism can be established to develop ordinary users into core users. Hupu has a reputation system and Hupu coins to encourage users to produce content, but it is still not perfect. The priority of reputation and Hupu coins is too low, making it difficult to attract users. How to establish a complete user incentive mechanism will be mentioned below.

Help users with similar interests to connect with others in the community, that is, give users unexpected surprises and communicate with users based on content interests. Due to the characteristics of forum content, it is difficult for users to discuss the same topic for a long time. At the same time, due to this feature, it is difficult for users to have more in-depth exchanges with other users through forums, but users who choose to use the community must have a certain need to make friends. However, Hupu has not met this kind of demand very well. Hupu should help users release their desire to share and make friends, let users connect with each other through content/interests, and then let users create more content.

3. Core Function Analysis

Hupu has many functions, including schedules, sports data, community, e-commerce and so on. Compared with other related products on the market, Hupu’s biggest feature is that it has a complete community system and a considerable number of users who use the community and produce content. The community function section is the core function of Hupu.

4. Community Function Analysis

The community is Hupu’s core competitiveness and the main entrance to traffic. There are many different types of discussion areas within the community. Users can enter corresponding topics to browse posts and discuss with Jrs according to their preferences and situations. Or you can post it yourself (you need to reach a certain level and answer questions before you can post in certain sections). Content distribution within the community is mainly concentrated on the homepage and topic areas.

1. Demand Analysis

Business needs analysis:

Although Hupu's trend of becoming more and more entertainment-oriented and less sports-oriented is becoming more and more obvious, Hupu still has something to pursue in terms of post quality. To build a good community atmosphere, it requires not only popularity but also high-quality discussion topics and content. Only on this basis can we pursue more and better community activity and help products achieve their business goals.

User demand analysis:

I divide the users in the community function into two categories:

1) Post creator:

Be willing to share your life experiences and let everyone discuss them;
Experienced sports fans can analyze the content of the event and output high-quality content posts to gain more reputation;
Discuss live events.

2) Viewers of the post:

Users who use Hupu community to kill time;
Check to see if there are any posts that interest you and read and reply to them.

Creative users:

Browsing users:

Key factors analysis:

Research on users helps us better achieve our business goals.

Analysis of key factors of browsing users:

Analysis of key factors of creative users:

One additional point: For users, I found that almost all social interaction is completed within posts, and the connection between users is very weak, which is reflected in the fact that it is impossible to directly follow users within the post content page. Hupu's community is based on topic content rather than people, and it emphasizes more on the discussion of a hot topic or a certain topic.

Summary of demand analysis:

2. Information architecture analysis

Competitive product analysis:

Select four products, Hupu Community, Sina Sports Community, Tencent Sports Community, and Baidu Tieba, for functional architecture analysis:

Architectural commonality (user usage habits):

Most posts can be posted with videos, texts, and photos.
There are tags in the community section, and users can see their favorite content under the tag.
The composition of post lists is also very similar.
All searches are available.
All topic categories.

Architectural differences (design opportunity points):

Baidu Tieba can broadcast live.
Sina Sports only has one hot topic content page, and Hupu puts the recommendation tag on the homepage, Baidu Tieba and Tencent Video’s recommendation pages also on the homepage.
Baidu Tieba and Tencent Sports can also directly follow users in posts, and follow the posts posted by users under the following tags. Hupu is not. Hupu is related posts in the topics he follows under the tag.
Baidu Tieba has a hot topic ranking, while Sina Sports has a label of hot topics in the park (community homepage). Hupu only has a 24-hour popularity in the second-level tag under the pedestrian street section.
In the post column, only Hupu presents the content in text, which improves the efficiency of users to obtain information, but affects the click-through rate of users browsing posts. In terms of content focus, Hupu emphasizes the content itself more, so in terms of design it weakens users. However, Baidu Tieba and Tencent Sports both emphasize users more, which is reflected in their ability to focus on users directly on the post list, while Hupu requires an extra process to focus on users.
Among the personal pages related to the community, Tencent Sports and Baidu Tieba attach great importance to personal information. The reflection of the information structure is that personal information is at the first level, while Hupu is relatively weakening of personal information.
Tencent Sports recommends more functions similar to posts in the post content page. This strategy allows users to stay in the app for longer while helping users browse their favorite content.

Information architecture optimization suggestions:

For browsing users: increase users' browsing interest, increase the presentation quality of each post, simplify the overall information structure, allow users to quickly discover their favorite content, and communicate with other users in the community.

For creative users: motivate users to produce, help users produce higher quality content, help users better manage their posts, and communicate and interact with others in the community.

After the above analysis, the optimized information structure is as follows:

Reintegrate the information structure of the topic page;
Add a list of hot topics;
Home page - tag adds look video section;
Add popular searches;
Improve the priority of user information and user reputation achievements.

The detailed optimization plan is discussed below:

3. Community Process Analysis

User Scene 1: Xiao Chen’s girlfriend has beenhaved abnormally recently. Xiao Chen is sad and confused at the same time. He wants to consult other people’s opinions to see if there is any problem with his girlfriend like this.

Posting process (normal process does not involve abnormal process)

Suggestion 1: When the user exits editing, you can choose whether the content needs to be saved. In the original design, the user did not have a way to cancel the currently edited content.

Suggestion 2: Selecting a topic can be placed at the last step of the process.

User Scene 2: After Xiao Chen posted, many people left messages under the post. Xiao Chen checked the information replies from others and communicated and interacted with others.

Reply process:

Optimization suggestions:

This function is a function with a higher user rate, so the process should be simplified to allow users to better view and reply to messages.
When users view replies, they should show the message they sent.

The optimization scheme is as follows:

User Scene 3: A few days later, new progress was made between Xiao Chen and his girlfriend. When Xiao Chen wanted to re-edit or delete the post, he found that the post could not be deleted by himself.

Check out the process of posting yourself:

Optimization suggestions:

Reduce the process between opening an app to viewing a post;
Provides functions of deletion and re-editing to users.

The optimization scheme is as follows:

4. Community function optimization suggestions

4.1 Community topic navigation function

This page is the entrance to various topic areas. In the design, it uses grid list as a secondary navigation, and can list a large number of topic sector entrances in a limited space. I roughly estimate that there are nearly 100 topic sectors. Too many sectors cause users to be confused when using them.

Although the page shows the topics you have been following in front and makes a distinction in priority, it is still not good enough to do so. Through research, it was found that most users often browse the topic areas, and the remaining topics are hardly browsing, so the remaining topic section entrances will cause a certain burden on the user's browsing experience.

Secondly, if users want to unfollow the topic and change the front and back positions of the topic area, they need to jump to another page after editing the button to complete the operation. This process is a bit complicated and simplified.

Optimization suggestions:

Using a list-type navigation structure and highlighting the topic area of attention can effectively reduce the user's visual burden and choice burden and improve user's usage efficiency. At the same time, the number of new popular posts added in this topic area and the title content of the most popular posts can effectively increase the number of times users click on the topic to browse.
When users need to unfollow or change the front and back positions of the topic area, they can use finger interaction on the same page to improve usage efficiency.
Organize the topic sections and hide the unfocused topics in the topic square, and integrate certain topics to make the first-level page more complete.

The optimized interface is as follows:

When users pay too little attention to the topics, they should recommend the corresponding topics to the users through the content they usually browse, so as to attract users to pay attention to browse.

4.2 Topic area page

Hupu uses "topics" to label and classify various contents. For example, if the user likes basketball, he can go to the topic area related to Lan Qiang (Rockets, Warriors, etc.).

Here I use the main road of the pedestrian street as an example of the topic area page for analysis. The main road of the pedestrian street is the most popular area among all topic sections in Hupu Community. A topic area is composed of content navigation + post list, among which four content navigation are the latest reply, latest release, popular, and 24-hour list. The latest reply and latest release are the two functions of users who need to read new posts after they have finished reading posts. The two functions of popular and 24-hour list are functions that satisfy users want to watch popular content. To a certain extent, the simpler the function design, the better, and content navigation can be integrated and simplified.

Secondly, the post list contains user information, title, number of likes, number of replies, and number of recommendations. In terms of design, the creator's personal information is deliberately weakened and the title is strengthened, which is unfriendly for creators. On the other hand, the content of the post is only slightly boring, especially for posts that focus on images, it is difficult to attract users to click and browse without displaying the pictures.

The last point is only for the topic area of the main road of the pedestrian street. This topic area has a long history and has a lot of classic posts. New users are very likely to never see these posts. The content quality of these posts is very high and also very memorable (value). Secondly, there are more than a dozen sub-topics under the pedestrian street. It is very troublesome for users to constantly return to the page and switch topics when using it. They can integrate and process the sub-topics.

Optimization suggestions:

Combine the latest releases and latest replies into the latest.
Remove the 24-hour list and retain the popular navigation.
Added the highlight navigation function, and users can see classic posts in the topic area through this navigation. Effectively help new users to better integrate into the community and understand the memes in the community. At the same time, the connotation of these classic posts as the cultural connotation of the community needs to be preserved.
Add the user's avatar and reputation badge in the post list, the reputation system will be discussed below.
Display pictures and videos in the post to better attract users to click and browse.

The optimized interface is as follows:

4.3 Post content page

The post content page serves as the carrier of information, including title, user information, text, and comments. As the main force in community content production, creators should give more incentives in design.

Secondly, when the user browses this post, it means that the user may be interested in this content. If the user wants to know more related content, he can only search through the search function, which will cause the user's browsing interest to decrease.

Optimization suggestions:

Add the main function of appreciating posts, add attention to users in the posts, and encourage creators to produce high-quality content.
Adding relevant post functions is helpful to help users find content that they are more interested in, and at the same time increase the user's usage time and give users an immersive browsing experience.

The optimized interface is as follows:

In addition to posts with pictures and texts, the community also has video posts. Video posts have no text. Videos are the main content form. Through research, it was found that although barrage can be displayed on videos, almost no users use barrage function.

Secondly, when playing horizontal videos, it cannot be played in full screen, so the video viewing experience is not good.

Optimization suggestions:

The use scenarios of deleting barrage and comments are different. As a forum, few users will use this function. It is better to delete this function to highlight the video itself.
Videos need to be displayed on the screen to optimize user experience.

The optimized interface is as follows:

4.4 More pages

In addition to user information, valuable functions such as Hupu coins, Jindou, settings, browsing, messages, etc., the rest are promotional advertisements. This interface should require more help users manage community content. However, there is only one similar function on this page, which is message, including post replies, likes/lights, private messages, and mentions me. Post replies are a function with a higher usage rate, and the priority of this function should be increased.

Optimization suggestions:

Increase the priority of post reply function, which will help users communicate with others more conveniently.
Added the function of managing posts, and users can re-edit their posts or delete posts.

The optimized interface is as follows:

4.4.1 Post Reply Page

The post reply page only displays the number of new replies, and does not display the reply content. If you want to view the content, you need to click in to view it. If you want to reply, you also need to click in to reply. Such a design process will be more complicated and difficult to use.

Optimization suggestions:

When there are only a few replies in the post, they can be displayed to the user at the same time. When there are more replies in the post, you need to click to view more and jump to the new page to browse. ps: This page only displays comments that are replied within one day, and only the number of new replies that are added for more than one day will be displayed. If you are more than 30 days, the reply record of the post will be automatically deleted.
Based on the above, users can directly reply by clicking on the content, without clicking before replying.

The optimized interface is as follows:

4.4.2 Personal homepage

The personal page contains user information, community interaction status, personal honors and other information. It is not intuitive to express a person's contribution to the community in a common numerical way on the reputation system.

Secondly, due to the changes in the above article, reply and posting are placed on the first-level page, and there is no need to be such a complicated function as reply, posting, and news comments.

Optimization suggestions:

Concrete the reputation system through medals, rather than numerical values (numerical values are too abstract).
Integrate new feature dynamics.

The optimized interface is as follows:

4.5 Search function

The search page only contains search boxes and search history. The scene where users use the search function is that they are interested in a certain content and want to find relevant information in the community. At this time, users often enter keywords, and the product needs to provide corresponding keyword feedback to help users search, rather than not prompting anything. Secondly, when users use the search function, it means that users are interested in browsing content. What the product needs to do is to add content that interests users and guide users to click and browse.

Optimization suggestions:

Popular search functions to attract users to browse content.
Add search completion function to help users better find the content they want.

The optimized interface is as follows:

4.6 New features-Hot List

As a social content community, Hupu produces a large amount of content every day, and how to process these content is a very important issue.

Hupu mainly deals with these contents in two ways:

Recommend content that users may like on the homepage;
The content is managed through the topic area, and users can discover content by themselves under the topic area they like.

These two methods are insufficient. Hupu still needs to centrally display popular content on the site to help users discover more interesting community content in a shorter time.

Hupu has the 24-hour list function under some popular topics. The priority of this function is very low. This may be due to insufficient quality and quantity of content output. However, with the development of the product and the increase in the number of users, the number of content produced will increase accordingly. At this time, this function is needed to concentrate on displaying popular posts in Hupu.

Hot list features introduction:

This function is a concentrated display of popular posts under various major topic sections in Hupu, so as to meet users to obtain the most popular and interesting content on the site in a short period of time.

Since Hupu homepage is recommended, here is the difference between the hot list and the recommended functions.

Hot searches are a function that faces all platform users. Most of the content is not personalized recommendations, but recommendations are recommended to users based on the user's use of the product.
Hot lists meet users' needs to pursue popularity, and at the same time recommend content to users with no clear purpose.

Sorting calculation of hot lists = views + replies + recommendations + number of god comments + post time.

Rewards are given when users produce posts on the hot list:

4.7 New features-look

As a pan-entertainment sports community, Hupu's data performance in the video field is not good (derived by viewing the number of views and publishings). Videos are more infectious and transitive than words, although Hupu currently does not have the conditions and atmosphere for users to create videos. However, some users will still upload videos to the community. The video page function has a low priority in the product architecture. In the back of the tap column on the home page, the video function should be highlighted to give users more variety of content browsing options.

The derivative of video is a more interactive live broadcast. Hupu’s current live broadcast is about text live broadcasts about sports events and passerby king live broadcasts (both within the scope of sports). With the basis of live broadcasts, Hupu can expand on the live broadcast of pan-entertainment. However, Hupu is a forum-type social product, so you should be careful in live broadcasting. It is recommended to cooperate with celebrity operations to start Hupu live broadcasting.

The original video page is a waterfall flow distribution layout, which is very single, and the absence of corresponding navigation classification makes it difficult for users to find a certain type of video. Secondly, the title of the video and the video are put together make the title difficult to be recognized, affecting the user's browsing experience. Finally, text transmission information is more efficient than video, so users will pay more attention to the title when browsing the video page, rather than the cover of the video.

Optimization suggestions:

Increase the priority of video pages and present them as important functions. At the same time, live broadcast and video are integrated into one major function. Place this function on the home page - navigation bar second.
Help users to socialize better, add new functions to "watch the game", provide friends in the community with an atmosphere where they can watch the game together, make the links between people closer between the communities, and help users conduct more in-depth social behaviors.
Add live broadcast functions. When the function is just launched, it is necessary to cooperate with celebrity operation and promotion (including star meetings, offline star activities, passerby kings, etc., and is organized by the official operation to ensure the quality of live broadcasts.), which is conducive to Hupu continuing to expand its social map.
Highlighting the title of the video helps to attract users to click and watch the video.
Adding the video type tab bar function will help users better find the videos they want to watch. The tag types are mainly male topics (sports, basketball, outfits, movies, games, digital, and funny).
Adding popular video banner carousels will help purposeless users to better choose video content.
This function can be used in conjunction with market operations on certain specific holidays, such as the Spring Festival, and allows users to shoot related topics to attract more users to use this function.

The optimized prototype is as follows:

New function "Watch the Game":

This function is carefully launched because Hupu is a UGC, a content-based community, and there is a shallow connection between users, while watching the game is a deep connection between users, which does not conform to Hupu's current product tone.

However, observing the iteration process of Hupu products, we will find that Hupu has developed from a professional sports community with a small number of users at the beginning to a pan-entertainment sports community with a large number of male users. Hupu's audience is becoming increasingly sinking (low-age, entertainment, low-income), and may even evolve into a male user's interest community rather than a sports community. At that time, in order to retain more users and gain more user activity, social relationships between users will inevitably be strengthened.

This function needs to be coordinated with market operations and can be launched before popular events to provide users in the community with an atmosphere to watch the game together.

User usage scenario 1 (release watch during the game):

The weekend was the NBA finals. Xiao Chen watched the football alone at home, without the atmosphere and felt it was a bit boring. He opened Hupu-click community-find the interactive room and created a room of 6 people. Then he shared it with the home team area with one click to invite the home team fans to watch the football with him and chat about the football.

User usage scenario 2 (participate in the game):

The weekend is the NBA finals. Xiao Li is watching football alone in the dormitory. Summers don’t like basketball. They usually watch basketball in the dormitory without atmosphere and find it a bit boring. He opens Hupu-click community-finds the interactive room, checks his jrs of the same home team to join their room, and chats with them to watch football.

Create a "Watching Game" touch point analysis:

Analysis of touch points for participating in the "Observation Game":

Create a flowchart for viewing games:

Flowchart for participating in the game:

Process for users to participate in the game:

The process of user creation viewing:

Invite users to join the game viewing process:

4.8 New features - New users make preference selections when using it for the first time

When a new user uses Hupu for the first time, Hupu will automatically help users pay attention to many topic sections. This approach is actually not good. The user should choose what content he likes by himself and then distribute the content based on user preferences.

User selection process:

The prototype is as follows:

When a new user uses Hupu, choose their own preferences and recommend the corresponding topic area to the user to follow, and push the content that users like under the homepage-recommended tag.

5. Analysis of the function of the goods identification section

The function of the identification function helps another app under Hupu to identify goods and attract traffic. The identification of goods mainly focuses on group buying of goods, mainly selling some sports shoes, clothes, and also conducting sneakers identification. The main focus is young men. Hupu app puts some functions of identifying goods into the app to attract users to download and use identifying goods and purchase products.

1. Analysis of the requirements for identifying functions

Business Requirements Analysis:

User demand analysis:

I roughly divide users who use the goods recognition sector into three categories:

(1) Users who have a clear desire to buy and do not have specific things they want to buy

The demand of this type of user is to discover products that can attract him or prices that can attract him, and the combination of the two;
The most frequently used functions of users are: browse pages, view categories, and view groups;
Click to buy conversion rate: the conversion rate is medium, the frequency of this type of user using this function is medium, and the proportion is medium.

(2) Users who have clear shoes to buy

The demand for this type of user is to improve the search function and accurately find the products they want;
The most frequently used functions of users are: search, check prices, and reviews;
Click to buy conversion rate: the highest conversion rate, the frequency of this type of user using this function is medium, and the proportion is medium and low.

(3) Users who have nothing to do and spend time shopping

The needs of this type of user are product information with high content quality;
The most frequently used functions of users are: browsing;
Click to buy conversion rate: the lowest conversion rate, the frequency of this type of users using this function is high, and the proportion of people.

2. Analysis of information architecture of goods identification function

In fact, from the information architecture, we can see that the product function is designed around sneakers, including navigation classification of shoes, etc., and the main focus is basketball shoes. Such a functional design is obviously designed for the second type of people. Because of the rich navigation and detailed classification of sneakers, users can easily find the shoes they want.

However, as a social product, Hupu’s shopping scenarios are not very sufficient. Most users read news or the community, and it is rare to use it to recognize goods directly. Therefore, in order to attract more users to browse and recognize goods, improve the usage rate of this function, and achieve business goals, we should prefer the first and third types of users, because these two types of users have the largest number.

Secondly, building a shopping mall in social products does not conform to the user's mental model. A good product, the performance model (the functional architecture of the product) is as close to the user's mental model as possible (the user's initial impact on the product).

3. Recommendations for optimizing goods identification function

The homepage of the goods recognition should not be placed directly in the Hupu APP. The function of the goods recognition should be consistent with the tone of Hupu (or the user's mental model). Secondly, the target users of the product recognition function design should not be users who have clearly purchased products, but should design functions for most Hupu users, add more information and information content, and combine it with the community, so as to attract users to the "Make recognition" section, attract more users to browse content, create purchasing motivation for such users, and thus improve purchase conversion rate.

The cash recognition function section is one of the methods of Hupu monetization. In order to meet business goals, it should better meet the needs of users. The cash recognition function should be used to bring relevant benefits to high-value user groups. In Hupu's user incentive system, the higher the reputation means the higher the value of the user to the community.

Optimization suggestions:

Combining the user incentive system with the product recognition function, create a Hupu Mall. The higher the reputation, the more discounts you can enjoy. At the same time, Hupu Golden Beans can be exchanged for Hupu peripheral products, etc., as detailed descriptions are given below.
Add content information sections (#Autumn Matching#, #Sneaker Review# #Good Product Recommendation#, etc.). The contents of these sections are not produced by users, but should be asked to write these articles and then guide users through pictures and text stories.
Change popular recommendations into stories and replace simple product display with product story articles, which can attract users to click and browse. Seven products are recommended every day. After users click in, they will be the article page to attract users' desire to purchase through these information.

The optimized interface is as follows:

(1) New functions of Hupu Store and content information section

(2) Analysis of supplementary Hupu user incentive system

Reputation – reflects the value of community users

Golden beans – reflect users’ loyalty

Through the investigation, Hupu users rarely use Jindou Mall, and some users rarely complete daily tasks to obtain Jindou. Secondly, users have no specific role in general task reputation. In this way, reputation and Jindou will no longer be motivating users. There is no practical benefit to a high reputation, no practical harm to a very low (-1000), and some imbalance. The purpose of Jindou function design is to improve user retention and activity, and a task system is redesigned for this purpose.

The items that Jindou can be redeemed in Hupu Mall are as follows:

The significance of reputation function design is to encourage users to produce high-quality content. The higher the reputation, the higher the weight of the Hupu series products. In design, we should distinguish between high-reputation users and low-reputation users and encourage users to improve their reputation.

How to improve the Tiger's reputation system:

The items that can be redeemed in Hupu Mall are as follows:

(2) New feature story

Why cancel popular recommendations?

Because most users who browse popular recommendations are those who have nothing to do and don’t have anything to buy. If they have a strong desire to buy or have a clear purchase goal, they will generally use group purchases to identify goods, or find what they want to buy through product navigation, rather than looking at the information flow of popular recommendations. Therefore, for this part of users, this simple product combination is not very attractive to users.

Replacing the simple product combination display with product stories to display, it can attract users to click and browse, and the graphics and texts on the content page can further attract users to purchase.

VI. Conclusion

In recent years, Hupu has become increasingly influential, and more and more users know this place of gathering for straight men. Hupu chats about not only basketball and sports, but more about the topics of men at barbecue stalls. Sports events have cycles, while everyone's life is unlimited. Entertainment is gradually replacing sports and becoming the main theme of Hupu.

Hupu users are very loyal, saying that other users in the community are "family", and everyone is willing to go to Hupu to share their lives. For straight men, Hupu is very popular, and the content of the community is loved by straight men, such as Akimayama Beauty Pageant, Goddess Competition, etc.

Hupu's core competitiveness is its straight male community. How to build a good community, produce high-quality content, enhance community interaction, and improve user browsing experience is the main content discussed in this article.

For browsing users, Hupu should improve the quality of content recommendations, and at the same time improve the channels for community content distribution, improve the quality of post presentation, simplify the product structure, and give users a clear browsing experience.

Secondly, establish more diverse content levels for users, enhance community interaction, allow users to hook up with the help of content, and allow users to create more content. For creative users, Hupu is the ugc community, with topic content as the core, and the priority of creators is relatively low. Hupu should encourage users to produce, encourage users to produce high-quality content, improve user incentive system, and improve reputation and role as gold beans.

Social entertainment products are emerging in an endless stream, and each product wants to retain users and steal users' leisure time. If Hupu wants to form its own product barrier, it needs to operate straight men well, not forget their original intentions, continue to develop greenly, and build more interesting and fun functions and better sports information and data around users. In the era where social media is dominated by female users, we will go against the current and develop our own path.

Final Thoughts

This is an article completed in September last year. I decided to take the postgraduate entrance examination in the middle of the process, and then I didn’t have time to organize it, so I didn’t contribute. After more than half a year, Hupu has iterated multiple versions, which is very different from the version I analyzed.

Here we add the version iteration situation from September 2019 to May 2019.

(1) Changes in Hupu's official introduction

2019.9: Hupu - Basketball x Football x E-sports information, hot posts and comments! Very addictive, please control your time!

2020.5: Hupu - Basketball x Football x Games Young people's interest community.

(2) Changes in product architecture

2.1 The functional section of the goods recognition function has been deleted and turned into a channel section. The channel section provides users with film and television entertainment, novels, and videos.

2.2 The live broadcast section has been added and placed under the homepage navigation bar.

2.3 Added popular searches.

From these changes, we can see that Hupu continues to develop in the direction of entertainment until death. Such product ideas can bring more users, but how to retain these users is a question that needs to be considered. There are actually many entertainment products. Hupu's advantages are still its unique user group and content, which is different from entertainment products such as Weibo and Douyin.

Secondly, Hupu gradually shifted from ugc to pugc, and there were constantly sports stars, professional game commentators, and anchors entering Hupu, and at the same time, the live broadcast function was added. This change was actually very good, connecting the upstream and downstream, with opinion leaders producing professional content, and a wide range of users producing various topics.

In fact, Hupu’s current community environment is quite harsh. This situation requires community opinion leaders to come out and establish fair and balanced community rules; people who respect users and understand the rules will run the community.

Author: Mumu Old Thief

Source: Mumuseo

How to get massive traffic through ranking promotion through Baidu Aladdin channel!

Blog

How much does it cost to develop the Honghe pregnancy and childbirth mini program? What is the quote for developing the Honghe pregnancy and childbirth mini program?

Blog

All copywriting cannot escape these six doors