Daily Fresh Product Analysis Report
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As an essential industry for people's livelihood consumption, the fresh food retail industry has a market size of trillions of yuan. In recent years, as consumers gradually develop the habit of shopping for fresh food online and the fresh food retail market pays more and more attention to online fresh food retail, the online penetration rate of fresh food has increased year by year. Especially under the epidemic, the fresh food e-commerce industry is being accelerated. According to Qichacha, MissFresh has gone through 12 rounds of financing since its establishment in 2014, with a total financing amount exceeding 9 billion yuan. What made it stand out in such a short period of time? What challenges will it face in its future growth? What will be the development trend of the entire fresh food e-commerce industry? In order to answer these questions, this article will take an in-depth look at the company and the development of the entire fresh food e-commerce industry from the perspective of MissFresh. The aspects analyzed in this article are as follows: 1. Industry AnalysisThe full name of fresh food e-commerce is "fresh product e-commerce", which refers to the direct sale of fresh products such as fresh fruits, vegetables, fresh meat, etc. on the Internet through e-commerce. Fresh food e-commerce has developed along with the general trend of e-commerce, and 2012 is regarded as the first year of the development of fresh food e-commerce. Currently, there are multiple modes running in parallel in the fresh food e-commerce market. In addition to traditional fresh food e-commerce, there are also "home delivery model", "store + home delivery model", "community group buying model", "counter delivery model", etc. At the same time, many investment giants have also sneaked in to make multiple layouts. So why is the fresh food e-commerce industry experiencing explosive growth? Since the fresh food e-commerce industry is an industry deeply affected by the macro environment, this article will use the PEST model to make a more in-depth analysis of the growth of the fresh food e-commerce industry. 1.1 PoliticsOn July 4, 2015, the State Council issued the "Guiding Opinions of the State Council on Actively Promoting the 'Internet Plus' Action", which proposed 11 key actions such as Internet + efficient logistics, e-commerce, and modern agriculture, making the development environment more open and inclusive, and promoting the healthy, rapid, stable and innovative development of e-commerce. On November 20, 2017, the Ministry of Agriculture and Rural Affairs issued the "Notice on Organizing the Pilot Project of Building Agricultural Characteristic Internet Towns", which cultivated a number of green, ecological, high-quality and safe agricultural brands, and at the same time strengthened the business coordination and information sharing of the upstream and downstream traceability system of the entire agricultural chain, further promoting the development of the fresh food e-commerce industry. On July 1, 2021, the State Administration for Market Regulation issued the "Management Specifications for E-Commerce Cold Chain Logistics and Distribution Services", which is a major step forward for the cold chain industry, further safeguarding the development of fresh food e-commerce, and also bringing more opportunities to this industry. 1.2 Economy1.2.1 The national income level continues to rise, and the per capita disposable income increases year by year. In recent years, with the development of my country's economy and the improvement of people's living standards, my country's gross domestic product (GDP) has jumped to second place in the world, and per capita disposable income has increased year by year. At the same time, as fast-moving consumer goods and rigid demand commodities, people's demand for the fresh food market has become more diversified and quality-oriented. By 2019, Chinese residents' consumption of major fresh foods reached 3.1 trillion tons. 1.2.2 The online fresh food consumer group is getting younger, and the proportion of fresh food consumption is increasing year by year . With the development of the economy and the changes of the times, my country's consumer groups are gradually getting younger. At this stage, those born in the 1980s and 1990s have become the backbone of consumption. According to iResearch survey data, fresh food e-commerce users aged 35 and below account for 55.7%. Moreover, according to data analysis by the National Bureau of Statistics, people's consumption expenditure on food, tobacco and alcohol accounts for 30.2% of per capita consumption expenditure. Therefore, as a category of fresh food with rigid consumption needs, it has both a very high proportion of consumers and a very high consumption share, and its market prospects are evident. 1.3 Society1.3.1 Fresh food e-commerce pays more attention to product quality and can better guarantee shopping convenience and delivery speed. At present, people born in the 1980s and 1990s have become the backbone of fresh food consumption. This group of people is relatively less sensitive to the price of fresh food and pays more attention to the quality and freshness of the fresh food they buy. At the same time, they pay more attention to convenience when buying fresh food and have faster delivery requirements. Fresh food e-commerce has solved this problem very well. 1.3.2 The epidemic has added fuel to the fire. During the epidemic, the number of times consumers used fresh food e-commerce apps increased significantly. After the epidemic eased, the number of times consumers used fresh food e-commerce apps declined, but it was still much higher than before the epidemic. This shows that the epidemic has accelerated the online penetration of fresh food, and even after the epidemic has eased, users' online fresh food consumption remains strong. 1.4 Technology
1.5 SummaryThe interweaving of the above factors has contributed to the popularity of fresh food e-commerce. So what will be the development trend of the fresh food e-commerce industry in the future? Is there enough room for development? To this end, iResearch Consulting made a forecast based on further research. iResearch expects that the fresh food retail market will maintain a sustained growth trend in the future. By 2025, the scale of China's fresh food retail market will reach 6.8 trillion, and the market prospects are broad. Faced with such a huge fresh food retail market, many capital giants have entered the fresh food e-commerce industry. At the same time, with the support of the epidemic, the scale of fresh food e-commerce has exceeded 40 billion yuan in 2020, and by 2023, the scale of the fresh food e-commerce industry will exceed one trillion yuan. Therefore, the fresh food e-commerce industry still has a lot of room for development, whether in terms of growth trend or industry scale. 2. Competitive product analysisWith the development of online retail, the fresh food e-commerce industry has also stood out from the traditional fresh food model. New models such as forward warehouses, store-warehouse integration, community group buying, store-to-home delivery, and refrigerator self-pickup have emerged one after another. At this stage, multiple models coexist in the fresh food e-commerce industry and competition is becoming increasingly fierce. Under the influence of the epidemic in 2020, fresh food e-commerce ushered in explosive growth. Platforms such as MissFresh, Dingdong Maicai, and Meituan Maicai emerged, and many fresh food e-commerce companies became the darlings of the capital market. At the same time, Pinduoduo, Meituan, Didi and others entered the community group buying market, making the competition in fresh food e-commerce even more fierce. Nowadays, the forward warehouse model of fresh food e-commerce places goods closer to consumers, improving logistics and distribution efficiency and experience, and has attracted widespread attention from the capital market. According to statistics, MissFresh and Dingdong Maicai are the two top-ranked products under the forward warehouse model, so next, I will use the growth paths and business models of the two companies as the entry point to gain a deeper understanding of the differences between the two. 2.1 Daily Fresh2.1.1 Growth process
2.1.2 Business Model Daily Fresh's business model is mainly a self-operated forward warehouse model:
2.1.3 Business Development 2.1.3.1 Smart Market: MissFresh has created a "new community market" by upgrading the market's hardware and software, empowering SaaS, and transforming and operating the supply chain and online and offline scenarios. It helps the market and merchants reduce costs and increase efficiency, and is committed to the full-chain digitalization of the community retail industry. 2.1.3.2 Retail Cloud: MissFresh provides SaaS+DaaS+AI services to offline supermarkets, vegetable markets, community stores and other retail merchants through its three core capabilities: smart supply chain management, smart logistics management and smart marketing management. 2.2 Dingdong Shopping2.2.1 Growth process
2.2.2 Business Model Dingdong Maicai’s business model is similar to MissFresh, and it also adopts the forward warehouse model:
2.2.3 Business Expansion Smart Agriculture: In September 2020, Dingdong Maicai established its first self-operated vegetable planting base, the "Dingdong Maicai Smart Agriculture Demonstration Park", in Langxia Town, Jinshan District. 2.3 SummaryFrom the above analysis, it can be seen that MissFresh and Dingdong Maicai are both fresh food e-commerce companies, and both adopt the forward warehouse model, and are direct competitors. However, MissFresh was established earlier, and its financing process was smoother and the scale of financing was larger, which laid a solid foundation for it to become a leader in the industry and enabled it to continuously widen the gap with its competitors. Although the two have the same business model, there are some subtle differences:
Finally, after its core business model was consolidated, MissFresh launched smart vegetable markets and retail cloud services, which means that MissFresh began to seek more diversified development, using the core technological capabilities accumulated in the vertical retail field to further empower community retail industry participants to achieve digital transformation. Dingdong Maicai followed closely and pioneered smart agriculture. It is not yet known what the specific effects of the two parties' exploration of new business will be. 3. User value analysisIn the fresh food e-commerce industry, there are three main participants: consumers, suppliers, and platforms. The business model of MissFresh is as follows: If MissFresh wants to grow faster and better, it must meet the needs of consumers and suppliers, serve the downstream well, support the upstream, and develop in a coordinated manner. Next, we will discuss the needs of these two parties and how MissFresh solves these problems. 3.1 ConsumersMissFresh’s consumer groups are mainly concentrated in first- and second-tier cities, with the majority of the population being young people born in the 1980s and 1990s. Due to the high pressure and fast pace of work every day, this group of people often do not have more time to buy food after get off work, so they prefer to buy online. Therefore, they pay more attention to the convenience of purchasing food, and this group of people often have a certain purchasing power. They are relatively less sensitive to the price of fresh food and have higher requirements for the quality of fresh food. According to iResearch Consulting's statistics, the reasons why this group of users buys fresh food online are as shown in the following figure: To facilitate analysis, this article summarizes the influencing factors in the figure as follows: whether purchase is convenient, whether product categories are complete, whether product quality is guaranteed, whether product prices are reasonable, whether delivery is convenient, whether after-sales service is convenient , etc. Next, we will discuss how consumers satisfy these factors in different consumption scenarios, and how MissFresh can better meet their needs. 3.1.1 Traditional Market Advantages: Relatively low price Disadvantages: not convenient to obtain, incomplete dishes, product quality needs to be verified, purchase is time-consuming, after-sales service is troublesome The vegetable market is the most traditional channel for consumers to buy fresh food. Currently, the vegetable market often has restrictions on business hours. For this type of consumer group, if they want to go to the vegetable market to buy fresh food, they often have to wait until after get off work. At this time, they either miss the opening hours of the market or it is close to the end of the market. At this time, the market either has an incomplete range of goods or the quality has been greatly reduced. In addition, the market environment is relatively messy. Apart from the relatively low prices, there are not many other advantages. Moreover, if you find that there is a problem with the quality of the goods after buying them home, it is difficult to return or exchange them. 3.1.2 Large supermarkets Advantages: Quality is guaranteed, after-sales service is reasonable Disadvantages: It takes time to buy, the dishes are not complete, the price is more expensive than the market, and it is not convenient to obtain Compared with vegetable markets, supermarkets have more advantages in business hours and environment, and have certain guarantees in product quality, but the coverage of supermarkets is limited, and people often need to spend more time; and due to the limitations of supermarket space, the fresh food areas often have incomplete categories; at the same time, supermarkets are generally located in business districts, the site rents are expensive, and the prices of goods are often not competitive compared to vegetable markets. After purchasing the goods, you need to bring them back yourself, which doubles the time cost. It is seriously inconvenient to carry. If there are any after-sales problems, you need to go back to the supermarket again, which is troublesome for consumers. 3.1.3 Fresh Food Convenience Stores Advantage: Quality guaranteed Disadvantages: Incomplete categories, expensive Fresh food convenience stores are often opened inside or near residential communities, which saves people’s shopping time to a great extent, and the quality of goods is also guaranteed to a certain extent. However, due to the limited size of the store, the product categories are not complete and the prices will be more expensive. 3.1.4 Traditional Fresh Food E-commerce Advantages: Cheap price, complete product range Disadvantages: Long delivery time and difficult to control quality Traditional fresh food e-commerce has a relatively complete range of products and low prices. However, through traditional delivery methods such as e-commerce warehouses, it takes 1 to 2 days for delivery after the user places an order, which makes it difficult to meet the user's immediate needs in terms of timeliness. And because the delivery time is relatively long, the quality is difficult to control and after-sales service is also troublesome. 3.1.5 Pick up at the counter Advantage: Quality guaranteed Disadvantages: Need to make an appointment in advance, not flexible enough, not convenient enough to obtain The self-pickup lockers are based on the community as the pick-up unit. Although the quality of goods is guaranteed, consumers need to reserve the goods in advance, which is not flexible enough in terms of acquisition. Consumers are also required to pick up the goods at the lockers, and consumers still need to carry them back by themselves, which is not convenient enough. 3.1.6 Community Group Purchase Advantages: Cheap Disadvantages: Incomplete categories, self-pickup is not convenient enough Generally, the community is the core, and consumers place orders through recommendations from group leaders or on the e-commerce APP mini-programs. They pick up the goods at the group leader's pick-up location the next day. Although the prices are cheap, the product categories are not complete, and self-pickup is not convenient enough. If there is something urgent and they cannot pick up the goods themselves, flexibility is difficult to guarantee. Summary : Through the above analysis, we can see that the above-mentioned acquisition methods have their own advantages and disadvantages. It is difficult to perfectly solve the core pain points of consumers, and none of them can meet the needs of current consumers well. 3.2 SuppliersDaily Youxian’s products are mainly purchased directly from the source + suppliers. As providers of goods, the two have different demands when selling goods. Farmers and producers hope that their products can have higher profits, more stable sales channels, more convenient sales methods , etc. Brand suppliers hope to gain more profits and sales while also improving brand effect and expanding sales . Therefore, we discuss what kind of consumption scenarios there are from the two perspectives of farmers and brand suppliers, as well as the satisfaction of these factors in different consumption scenarios. 3.2.1 Farmers 3.2.1.1 Self-sales/market Advantages: High profit Disadvantages: Unstable sales, inconvenient sales This type of sales method allows agricultural product producers to obtain higher profits, but they not only need to spend more time selling agricultural products, but also often suffer from poor sales due to factors such as their own poor sales skills and market instability. 3.2.1.2 Origin Buyers Advantages: Sales are relatively stable and convenient Disadvantages: Low profit This type of sales method allows agricultural product producers to sell their products easily without having to invest too much time, which is relatively convenient. However, since this sales method has to go through a multi-level distribution chain, the costs of loss, transportation, and storage of goods at multiple levels are relatively high. Therefore, buyers often lower prices in order to protect their own interests. Therefore, for agricultural product producers, this type of sales method is relatively convenient, but its theoretical value is very low. 3.2.1.3 Direct supply from supermarkets Advantages: Relatively convenient Disadvantages: Additional costs, limited profit margins Some agricultural product producers choose to cooperate with supermarkets and sign cooperation agreements with them. Although this type of sales method is reasonably priced for agricultural product producers, there are usually additional entry fees, packaging fees, etc., and there are usually arrears, so the overall profit is not very high, and they have to bear a certain amount of sales risk. 3.2.1.4 Traditional e-commerce Advantages: Additional sales channel Disadvantage: Additional cost With the popularity of e-commerce, many agricultural product producers will choose to join comprehensive e-commerce platforms. Although such platforms can bring a large consumer market, the competition is also fierce. In order to cope with the competition, producers often increase advertising investment to achieve product exposure. Moreover, due to the characteristics of fresh products that are easy to deteriorate and spoil, additional transportation costs and loss costs are required, and the platform itself also has an entry fee, so its profit will be very low. 3.2.2 Brand Suppliers 3.2.2.1 Offline platforms such as supermarkets Advantages: relatively stable sales channels, relatively convenient Disadvantages: Additional costs, limited profit margins The traditional sales method for brand suppliers is to cooperate with offline platforms such as supermarkets and sign cooperation agreements with them. Although this sales method provides a stable sales channel for brand suppliers, there are usually additional entry fees, site fees, etc. to enter supermarkets and other platforms, and supermarkets and other platforms usually have arrears of payments. The competitive environment is relatively harsh, so overall the profit is not very high. 3.2.2.2 Traditional e-commerce Advantages: The sales method is relatively convenient Disadvantages: Fierce competition among similar products, increased additional costs With the popularity of e-commerce, many brand suppliers will choose to settle in comprehensive e-commerce platforms. Although such platforms have a large number of consumer support, in order to expand their scale, the platforms will settle in many similar products. As the number of settled brands increases, their brand competitiveness will also become greater. In order to cope with the competition, brand suppliers often lower prices and increase advertising investment. The platform itself also has additional fees such as entry fees, which will also reduce its profits. Summary : Through the above analysis, we can see that both agricultural product producers and brand suppliers have their own advantages and disadvantages in the above-mentioned sales methods, and none of them can meet the core needs of the current fresh product production end. They also urgently hope to have better sales channels. 3.3 PlatformFrom the above analysis, we can see that when it comes to purchasing fresh food, the main problems consumers have include whether the purchase is convenient, whether the product categories are complete, whether the product quality is guaranteed, whether the product price is reasonable, whether the delivery is convenient, whether the after-sales service is convenient , etc. How does MissFresh, which is a forward warehouse model, meet their needs and attract them to this platform? 3.3.1 Improve the convenience of purchasing goods and reduce delivery time. MissFresh adopts the "forward warehouse model" and delivers goods to your home in as fast as 30 minutes. It greatly reduces consumers’ time cost for purchasing and the convenience of obtaining products. 3.3.2 Ensure that the product categories are complete. In order to meet consumers' demand for rich product categories, MissFresh covers fresh food procurement in more than 30 countries and regions around the world. It not only selects more than 4,000 products, but also covers 12 major categories of products such as snacks, daily necessities, etc. in addition to fresh food, which can greatly satisfy consumers' one-stop shopping experience. 3.3.3 Control product quality. More than 80% of MissFresh’s products are sourced directly from the place of origin, so that the products can be audited from the “source” and 100% batch quality inspection is carried out; at the same time, the city sorting centers are also responsible for processing, quality inspection and other tasks, which can better control the quality of products from the transportation and storage links. 3.3.4 Control commodity prices. MissFresh adopts the method of direct purchase from the source + supplier procurement, eliminating the midstream distribution link, greatly reducing the purchase cost of goods, and providing consumers with strong price guarantees. 3.3.5 Provide strong after-sales service. In order to solve consumers' after-sales problems, the MissFresh platform provides a powerful after-sales system. If there are quality problems with the goods, consumers can perform after-sales operations directly on the order page. Consumers do not need to take the goods to the merchant to return them, nor do they need after-sales logistics, making returns and exchanges very convenient. Also facing commodity producers such as farmers and brand suppliers, MissFresh has eliminated the intermediate distribution links and directly used the production end as a commodity supplier. In order to further consolidate upstream partners, attract them to this platform, and meet their core interests (farmers: higher profits, more stable sales channels, more convenient sales methods; brand suppliers: higher profits, better sales, better brand effects), MissFresh has made optimizing the supply chain one of its most important strategies and proposed a heavy supply chain plan. At the same time, MissFresh has made more efforts, as follows: 1) Purchase directly from the source, eliminate the distribution link, and increase product profits. According to iResearch statistics, in the midstream of the fresh food industry chain, the price markup rate of major fresh products is over 100%, while 80% of MissFresh’s products are directly sourced from the source, with direct contact with the production end, providing suppliers with a greater profit margin while ensuring its own profits. 2) The Three 0 Plan provides a more stable supply and marketing relationship. In order to benefit hundreds of suppliers and support high-quality producers, MissFresh proposed the "Three 0 Plan" - 0 fees, 0 returns, and 0 account periods. Through the one-stop service policy of this plan, MissFresh will fundamentally rebuild the new standards for agricultural and commercial cooperation and change the traditional retailers' long-standing malpractices in their attitude towards suppliers in terms of "high fees, random returns, and long account periods." 3) Launch the “10 Billion Club” plan and maintain a flexible and convenient sales approach. Provide multi-dimensional empowerment in R&D, brand, channel, data, funding, etc. Use big data to drive R&D empowerment for segmented categories and precise development, and use “ultra-fast delivery + next-day delivery + on-site delivery” to cover all scenarios for consumers through channel empowerment; use data to guide the entire production process through C2M order agriculture, and promote data empowerment for the upgrading of the large agricultural industry chain; adopt a weekly settlement policy with leading suppliers, and provide inclusive financial funding empowerment to partners across the entire chain. Let suppliers achieve better profits and growth. 3.4 SummaryThrough the above analysis, we can find that compared with other ways of purchasing fresh food, MissFresh can better meet the needs of consumers and also provide suppliers with greater profit drivers, which also explains why MissFresh is so popular. 4. Commercial value analysisMissFresh’s current core business model is the “forward warehouse + home delivery” model, and revenue is an important indicator for judging whether a business can develop healthily. Here, we use GMV, the most commonly used data indicator in the e-commerce industry, to analyze whether MissFresh’s core business is healthy: GMV = number of users * conversion rate * average order value That is, any improvement in the number of users, conversion rate, and average order value will have a positive impact on the overall revenue growth, so next we will focus on analyzing the means used by MissFresh to improve these three key indicators. 4.1 Increase the number of platform usersIn order to achieve sustained growth in revenue, continuously registering new users is the basic guarantee. So how does MissFresh achieve continuous user growth? There are two main ways for MissFresh to achieve user growth: paid channels and free channels. 4.1.1 Payment channels 4.1.1.1 Advertising In order to attract more new users, MissFresh has placed a large number of platform advertisements on subway station light boxes, bus stop platforms, etc.; it has also placed a large number of video advertisements on platforms such as Douyin and Weibo; of course, there are also a series of online and offline advertisements such as bus bodies, elevator advertisements, and posters. 4.1.1.2 Local promotion and new customer acquisition Field promotion and attracting new customers is also one of MissFresh’s important promotion channels. Because MissFresh adopts the forward warehouse model, covering 3 kilometers around the community, MissFresh can use field promotion to carry out targeted promotion to users born in the 1980s and 1990s around the forward warehouse. 4.1.1.3 Platform entry MissFresh has entered platforms such as Meituan, Ele.me, and JD.com, relying on the advantages of the platforms to bring new users to itself. 4.1.2 Free channels 4.1.2.1 Old employees mentoring new employees MissFresh attracts new users through activities where old customers bring in new ones. It not only provides benefits to new users, but also motivates old users. Through a win-win approach, it not only encourages old customers to share, but also attracts new customers to join. 4.1.2.2 Joint Members MissFresh launched a co-branded membership program where users get 13 off for one. Through price advantages and the temptation of memberships from other platforms, it not only attracted new users but also converted them into MissFresh members. 4.1.2.3 Event Planning MissFresh regularly shoots promotional videos. For example, the documentary "Our Heroes" shot in early 2020 established a good brand for MissFresh. Let users have a new understanding of MissFresh. 4.1.2.4 New Media Operations MissFresh regularly carries out a large amount of content promotion on platforms such as Weibo, WeChat, Douyin, and Xiaohongshu, regularly produces high-quality content, increases brand exposure, and attracts user registrations. 4.2 Improve conversion rateAfter guiding users to download the APP through various means, it is only when users are guided step by step to make purchases, that is, converted from a new user into a paying user of the platform, that the APP will be valuable to the platform. So how does MissFresh improve its conversion rate? E-commerce users can be roughly divided into users with clear goals, users with clear categories and users with unclear goals. The browsing scenarios of the three types of users are different, so comprehensive considerations need to be made when designing the page. The browsing behaviors of the three types of users are as follows:
For users with clear goals and clear categories, the shopping process should be designed to be as streamlined as possible to speed up users' purchasing decisions and payment process; for users with unclear goals, more discount activities should be designed to guide users to add to their purchases, and coupons should be issued to attract users to place orders, creating an atmosphere of urgency to encourage users to pay. Let’s draw the purchase path for three different types of users: Because the paths followed by the three types of users after entering the product details page are basically the same, and the entry page for the activity is generally set on the homepage, this article will analyze how MissFresh improves its conversion rate step by step in the following page order. Home page - Search list page - Category list page - Event details page - Product details page - Shopping cart page - Checkout page 4.2.1 Home Page After users open the APP and enter the homepage, how should they choose from the wide range of products? How does MissFresh design for users with clear goals and users with unclear goals? How can we attract users to place orders in response to their psychological demands for “more, faster, better, and cheaper”? Next, we will analyze how MissFresh solves these problems based on the design of its homepage. 4.2.1.1 Home page one screen 4.2.1.1.1 Top Quick Search For users with clear goals, they hope to find the products they want quickly and accurately. Therefore, MissFresh designs the search box at the top of the homepage. Users can directly click on the input box to search, and as the first screen slides, the search box is always displayed at the top of the homepage, which can greatly reduce the user's selection time at any time. 4.2.1.1.2 Small and precise tab display of all categories For users with clear categories, the category label module is displayed below the search box, and different types of labels will use vivid pictures + concise text to highlight the label content. For users with clear goals, MissFresh can clearly and quickly guide users to find the corresponding categories. Moreover, for categories that users frequently purchase, MissFresh will prioritize them to facilitate users to locate them more quickly. 4.2.1.1.3 Big event banner + dynamic small icon to attract attention + low price temptation For users with unclear goals, MissFresh grasps their "shopping" mentality, uses the largest picture on the first screen to attract users' attention, and uses dynamic small icons in the picture to locate users' eyes. Next to the small icons are scrolling product information and price displays, using low-priced products to attract users to enter the event page. 4.2.1.1.4 Bottom activity attraction + scrolling image positioning At the bottom of the homepage screen are entrances to four different activities, also in the form of pictures + subtitles, which can not only attract users' attention, but also guide users to the entrance of their favorite activities. Moreover, the entrance to the flash sale adopts the form of two sets of picture carousels, which can effectively attract users to pay attention to dynamic information among static information. Only the flash sale is dynamically rotated, which makes good use of the low-price psychology to attract users. 4.2.1.2 Home Page Second Screen 4.2.1.2.1 Labels that appeal to the season There are six different types of tags on the top of the second screen of the home page. For users with unclear goals, users can find their favorite items while shopping. In addition to adding "Guess You Like" based on the user's existing shopping habits and using the "Today's Special Offer" displayed in their minds, tags with seasonal information displayed according to the shopping habits of the current season are also added, which can help users select the ingredients they want; at the same time, as the screen slides, these tags will be attached to the top, making it easier for users to switch. 4.2.1.2.2 Enthralling product pictures + red discount prices + promotion strategies + purchase buttons Below the label is a display of different product information in the form of a waterfall flow, giving users who need to "shop" a smooth experience. Moreover, most of the product pictures will be in the form of white background images to highlight the richness and beauty of the picture content; some products will also use animation pictures to highlight the deliciousness of the product and attract users' attention. Moreover, the price of the product will be in red text, which can help users quickly locate the price of the product they like; similarly, the promotional information is also displayed in red charts and copywriting to help users find promotional information and impress consumers with the low price of the event; a purchase button has also been added, which can stimulate users to directly add to the shopping cart without browsing details. The purchase button is located in the lower right corner of each product module, which is also a good use of the principles of ergonomics for easy operation. 4.2.2 Search List Page For users with clear targets, the search box at the top of the homepage is the most commonly used search function. When the user clicks the search button and searches for products, he or she enters the search list page. 4.2.2.1 Large product picture + conspicuous price + promotional discount + additional purchase button For users with clear targets, they hope to quickly find relevant products after entering the desired product. Therefore, the list page uses a dazzling product picture to attract users to quickly find products. The product picture adds the "free dish" logo, which can facilitate users to process ingredients and adds convenience to users; at the same time, the price display in red can quickly help users locate price information; promotional information is added above the price to attract users to buy quickly; the purchase button also saves time for jumping details to facilitate users to talk about products and add them to the shopping cart. 4.2.2.2 Sort information + brand search Different types of search information have been added at the top, which can be well positioned and purchased for users who have the highest sales in their hearts, those who have the same expectations for the price, and those who have the same expectations for the brand who want to purchase fixed-brand products. 4.2.2.3 Top correlation classification + ceiling display For users with clear targets, Youxian will classify the search information based on the search content. This classification model is also to further refine user needs and help users find the desired product in the shortest time. At the same time, as the screen slides, the associated classification is adsorbed on the top. Even if the user slides the product, it will not affect the user's secondary classification search and find the desired product. 4.2.3 Category List Page For users with clear categories, the classification tag at the top of the homepage is the most commonly used classification function for users. When the user selects the desired category, he will enter the category + product list page. 4.2.3.1 Top full categories + left second-level classification The display of all categories at the top can facilitate users to switch directly in different categories. After selecting products on a certain category page, users do not need to return to the homepage. They can directly switch back to other categories in this place. The convenient operation method can reduce the operation steps of targeted users by one step. The second-level classification on the left divides the categories selected by the user more carefully, and it can also help users find the products they want to buy more quickly. 4.2.3.2 Product sliding + price highlight + promotion display + purchase button The display here is similar to the display of the search list page, both attracting users to purchase more from the perspective of fast, good and saving. 4.2.4 Activity details page For users with unclear goals, they can be roughly divided into price-sensitive users and price-insensitive users . For these two different types of users, the focus of the design of the event details page is also different. The following is an analysis of the two activities of "limited-time flash sale" and "discover good goods" as examples: 4.2.4.1 Limited time flash sale-price-sensitive activity page 4.2.4.1.1 Red discount price + inventory prompt + purchase button for "limited time clearance" The limited-time clearing module at the top of the activity page, the red discount price and the gray original price, highlighting the advantages of the price. At the same time, the inventory prompts above the price create a sense of scarcity for users to attract users to purchase. The purchase button here does not require users to click on the details, so that users can directly add to the shopping cart. 4.2.4.1.2 Buy in time period + instant price + add-on button The second module of the event page shows two categories: today's snap-up and tomorrow's snap-up. It not only attracts users to place orders on the same day, but also allows users to browse tomorrow's discounted products through previews. At the same time, the comparison between the red flash sale price and the original price only captures the psychological activities of price-sensitive users to attract users to browse and purchase more. 4.2.4.2 Discover good products – price-insensitive activity page 4.2.4.2.1 Classification tags that can be displayed with pull-down at the top When users with unclear targets enter the activity details page, the classification tag at the top can help users quickly locate vague targets to form clear classifications. 4.2.4.2.2 Product information carousel display + product price + purchase button For users with unclear goals, clear large pictures can help users quickly locate products they are interested in. At the same time, the products are displayed in a carousel way, which can satisfy users who are interested in products of different categories. 4.2.4.2.3 Side-by-side product display + purchase button Product information is displayed in three rows at the same time, which can maximize the exposure of more products to users, allowing users to purchase directly when they visit the products they are interested in. 4.2.5 Product Details When users jump from other pages to details, they have already shown interest in the product. Therefore, the design of the product details page is also important to users. The quality of the page design will also directly affect the user's purchasing behavior of the product. How does Daily Youxian help users buy quickly? 4.2.5.1 Clear large images stimulate buying sentiment. The product details page uses a white background image to highlight the product quality and can greatly stimulate users' purchasing mood. At the same time, a quarantine report is added to the picture, further psychologically increasing users' recognition of product quality. 4.2.5.2 Flash sale activity + discount price further catalyzes the desire to buy. The bright colors below the picture highlight the end time of the event, creating a sense of urgency. At the same time, the display of discounted prices further catalyzes the user's desire to buy from the heart of the price. The 4.2.5.3 top list further confirms users' recognition of product quality. The display of the repurchase list further illustrates the majority of consumers' preference for products and also highlights their recognition of product quality. 4.2.5.4 High-quality evaluation further breaks the user's psychological defense. The display of high-quality evaluation not only displays users' evaluation of products in text, but also displays pictures, which can facilitate buyers to compare physical images with product pictures, further catalyzing users' love for products. 4.2.5.5 Simple and easy-to-operate add-in buttons to facilitate users to place orders directly. The add-in button adsorbed at the bottom can facilitate users to operate directly after the user has a strong purchasing mood. 4.2.5.6 Detailed information display facilitates users to learn more information. Detailed information, as the display of the last module of the product details page, can further trace the source, ingredients, and consumption scenarios of the product when users are confused, and further eliminate user questions. 4.2.6 Shopping Cart Page After guiding users to add products to the shopping cart through the previous operations, how does the design of the shopping cart guide users from having the intention to purchase to placing an order? 4.2.6.1 The prompts for delivery time stabilize users' purchasing sentiment. The prompt of a quick delivery of as fast as 30 minutes further stabilizes users' willingness to purchase products in terms of time. 4.2.6.2 The display of coupons increases the user's willingness to purchase. The coupon tips further catalyze users' willingness to purchase products in terms of price. At the same time, after clicking on the coupon, all coupon information will be displayed, and the preferential price will further stimulate users' willingness to purchase. 4.2.6.3 Countdown to flash sale activities increases the urgency of purchasing. The countdown to instantly kill products also uses the principles of marketing to increase the user's sense of urgency. Under the stimulation of tension, it is easier for users to place orders. 4.2.6.4 The eye-catching checkout button in the lower right corner is convenient for users to place orders. The eye-catching checkout button in the lower right corner is in line with ergonomic principles and the greatest convenience is for users to click and place orders. 4.2.7 Settlement page + pending payment page 4.2.7.1 Settlement Page When the user arrives at the settlement page, the user's desire to purchase is already quite strong, and the design of the subsequent process should also ensure that the user performs payment operations as much as possible to avoid the user being immersed in too much useless information, resulting in the loss of orders. The display of large-font delivery addresses allows users to see whether there is any error in the delivery address and delivery contact at a glance, and adds security to users; at the same time, the display of delivery time allows users to wait for the product more safely and avoid anxiety; a payment method is selected by default, which simplifies smooth operation and facilitates users to pay directly; the display of payment buttons gives users a eye-catching reminder. 4.2.7.2 Payment page The page to be paid gives users who make mistakes or fail to make a successful payment. The design of this page is also to ensure that users perform payment operations to the greatest extent, avoiding too much information browsing and causing orders to be lost. Therefore, the design of the page increases the reminder of the remaining payment time , giving users a sense of urgency. At the same time, the page also displays delivery information, order information , etc., to facilitate users to check errors. 4.3 Increase customer order priceThe average customer price refers to the payment amount of all paid users within a certain period of time. The average customer price is affected by two factors: the amount of a single purchase and the frequency of purchase. So how does Daily Youxian increase the average customer price? The following is a discussion on the amount and purchase frequency of a single purchase: 4.3.1 Increase the amount of single purchase In order to increase the user's single purchase amount, Meiji Youxian has promoted a series of strategies, including full discount coupons, full discount delivery fees, discount coupons, discount purchases, recommended products , etc. Here is analyzing how MissFresh handles different pages: 4.3.1.1 Full discount coupon Daily Youxian has set up a large number of different full discount coupons, and offers different grades of discounts. The discount amount increases with the increase of purchase orders, which can increase the user order amount from the perspective of buying more and savings. 4.3.1.2 No basic delivery fee for over 49 yuan From the perspective of orders, Daily Youxian sets a limit on the amount of reduction and exemption of delivery fees. When placing an order, users will select additional products and increase the amount of single purchases in the process of placing an order. 4.3.1.3 Discount coupon Daily Youxian will set up an "N discount on X items" on each page of the product, using the price difference to stimulate consumers to purchase more products, thereby increasing the consumption amount. 4.3.1.4 Discount exchange Daily Youxian will set up some discounts on the settlement page to exchange products. The exchanged products are much cheaper than the actual selling price. When users see their favorite products, they will make up the purchase amount at a low price, which will stimulate users to purchase more and increase the purchase amount. 4.3.1.5 Recommended products/recommended practices Daily Youxian will add recommended practices and recommended products for the original product on the product details page. Users can purchase more auxiliary materials according to the recommended practices, thereby stimulating users to add more products; recommended products are also recommended products that users are interested in through a series of algorithms. At the same time, the eye-catching purchase button on the page can be more convenient for users to operate. 4.3.2 Increase purchase frequency 4.3.2.1 Member Privileges In order to increase the frequency of users' purchases, Youxian has set up a number of member rights and interests, including member exclusive coupons, free member tastings, member free coupons, member exclusive price, Wednesday member day , etc. If users want to obtain different rights and interests, they will place different orders to obtain greater benefits. 4.3.2.2 Promotional activities Daily Youxian will have a limited-time flash sale event every day, and the products of the event are different every day. At the same time, it will also set up special events for some products, using the low price of the event and the lottery that can be used for a certain amount, etc. to attract users to place orders multiple times. 4.3.2.3 Fresh coins/points exchange Daily Youxian has set up fresh coin exchange and point exchange. Users can earn points by placing orders or doing activities. When the points reach a certain level, cash can be deducted. In order to use these points or fresh coins, users will place an order again. 4.3.2.4 Pay successfully and receive red envelopes The payment success page has four different types of promotional activities. Users can choose the activities they are interested in to receive red envelopes or participate in the activities, so that users can place orders twice. 4.4 SummaryFrom the above analysis, we can see that MissFresh has attracted new users through a large number of paid channels, used various strategies to guide users to place orders, and formulated various strategies to increase purchase amount and purchase frequency, achieving the improvement of GMV. At present, the effect is still good. Therefore, MissFresh has gone through 12 rounds of financing. Overall, MissFresh has a great commercial value. 5. Product iteration analysisIn order to deeply analyze the iteration rhythm of the version of MissFresh and explore the product iteration logic, this article summarizes all the core versions of MissFresh from V1.0.1 to V9.9.86 as follows: According to the curve distribution of Kuchuan Daily Youxian’s cumulative download volume, it can be seen that user growth has continued to rise since February 2017, and user growth has been relatively stable since April 2020, which is a "S"-shaped curve. Therefore, this article divides Daily Youxian into three stages for analysis. Phase 1: Starting Phase Before V1.0.0~V3.0.0 (April 2015 ~ December 2015), the main goal of this stage is to verify user needs. Phase 2: Growth Stage From V3.0.0~V9.8.3 (March 2016~March 2020), the product in this stage mainly expands the user scale through various preferential activities and social means and achieves rapid growth. Stage 3: Maturity stage From V9.8.3 to now (March 2020~Today), the product has begun to optimize various functions at this stage, maintaining old users, continuously attracting new users, and constantly polishing the user experience. 5.1 Startup phaseBefore V1.0.0~V3.0.0 (April 2015 to December 2015), the main goal of this stage is to verify user needs and polish user experience. To this end, the main operation of MissFresh is to form a complete shopping process from users to place orders - delivery - and receive goods on the APP. These are essential links for users to purchase goods to verify user needs. At the same time, in order to continuously polish the shopping process, Daily Youxian has added coupon types, coupon redemption codes, multi-region support and other functions to attract more users to participate; it has also added the delivery address label and delivery address to optimize the user's shopping experience; it has also added the display of the personal center to facilitate users to view orders and conduct after-sales service in addition to the main process; finally, the sign-in and recharge functions have been added to increase user stickiness. 5.2 Growth stageFrom March 2016 to March 2020, the version from V3.0.0 to V9.8.3 is the rapid growth period of MissFresh. From the version iteration, it can be seen that the main goal of this stage is to maintain the continuous growth of users and increase user stickiness. Therefore, the platform has made a large number of discount activities, social means and continuously improved membership system to expand user scale and achieve rapid growth. At the same time, product functions are continuously optimized to retain old users. First of all, in order to attract more users, Daily Youxian proposed the "old leads the new" model in the early stage of promotion, and proposed "invite friends to get rewards", and reward old users to achieve the purpose of attracting new users; at the same time, in order to attract more new users, "newcomer exclusive, save 100 and get 100", "newcomer meeting gift", "newcomer exclusive 100 yuan gift package coupon" and other different reward mechanisms, and use various newcomer benefits to attract more users. At the same time, in order to attract more new users to place orders, MissFresh first did a lot of activities in terms of conversion rates, such as the early "50 yuan off for the first order over 99 yuan". Later, as the activity became more and more intense, the discount for the first order gradually became "coupons for the first order", "new customers bought 0 yuan for purchases", etc. Through continuous exploration, new users were slowly converted into paid users. Secondly, MissFresh continues to expand its membership rights, upgrading its membership rights five times from V3.0 to V8.0, greatly improving its membership discounts and services; at the same time, it continuously lowers the entry threshold, from the early "submit two orders to promote membership" to the later "register and give membership card", it gradually attracts more users to join through member incentives. At the same time, in order to retain more old users, MissFresh continues to optimize basic functions at the product level. It includes "2-hour fast delivery" and "delivery staff real-time positioning" to meet users' shopping experience at the delivery level; it has also implemented "online customer service and refund" to provide users with great convenience for their after-sales service; at the same time, with the addition of a large number of products on the platform, in order to facilitate users to search for the products they want, the platform has also added a "search function"; At the same time, through continuous exploration of users' shopping behavior, "smart recommended products" were launched to meet users' different shopping experiences; finally, through the sculpting of the platform's functional details, "inventory residual volume reminder", "flash sale countdown display", "product price reduction reminder" and so on maintaining user activity and improving user stickiness. From the data point of view, at this stage, the number of users of MissFresh showed explosive growth, and there was no sign of slowing down, indicating that MissFresh's series of actions at the operation level and product level have achieved good results in this stage. 5.3 Maturity stageFrom V9.8.3 to the present (March 2020~Today), the product design at this stage mainly began to optimize the functions of each module, mainly maintaining old users, continuously attracting new users, and constantly polishing the user experience. In order to maintain old users, Daily Youxian continuously optimizes and polishes its functions from the product level. First, it revised the product details page to continuously optimize details and improve the experience; secondly, for users with different payment habits, the platform has added different payment methods such as "UnionPay Cloud Flash Payment" and "CCB Dragon Payment"; At the same time, in order to avoid couriers harassing users after receiving goods, the platform has added the "strong phone privacy protection" function to escort users with peace of mind; and during the severe epidemic, "contactless delivery service" has been added to allow users to purchase with confidence. In order to continue to attract new users, MissFresh continues to promote the "Invite friends to get rewards" of old and new users, and also adds a "newcomer event special offer zone" to achieve continuous user growth. 5.4 SummaryOverall, MissFresh’s product iteration rhythm is very well grasped and is a typical business-oriented product. During the product launch stage, Daily Youxian continuously surveys user needs, acquires seed users, and improves product functions; in the growth stage, various preferential activities and incentive strategies have enabled users to grow on a large scale, quickly occupying the market of fresh food e-commerce, and at the same time, it does not forget to optimize the user experience to retain more users; In the mature stage of product, the platform is in the leading position in the e-commerce industry through continuous polishing of products and continuous optimization of shopping processes. 6. Product structure analysisIn the iterative analysis, we analyzed the iteration steps of the product functions of MissFresh. Next, let’s take a look at what users’ needs meet and how they are distributed throughout the app. This is mainly analyzed through product structure. The following figure is the product structure brain diagram of MissFresh V9.9.83: For the convenience of analysis, this article re-sorted the product structure of MissFresh according to four modules: user, scenario, needs and functions to obtain the following table: 6.1 Overall AnalysisThe target users of MissFresh can be roughly divided into three types: users with clear targets, users with clear categories and users with uncertain targets , and the purchasing needs of these three types of consumers are different; at the same time, when consumers use MissFresh, there are four different scenarios:
Therefore, this article will conduct specific analysis for different scenarios and different user types. 6.2 Specific analysis6.2.1 Before purchasing What user needs do different types of consumers have before purchasing, and how MissFresh meets these needs. First of all, when users open the APP, they are most concerned about whether the location can accept delivery. Therefore, when the APP is called up for the first time after downloading, the location service can be displayed, so that the relevant product information of the user's location's forward warehouse can be displayed. Moreover, users can switch positioning information, so that they can not only check whether they can accept delivery at their location, but also modify the address they want to deliver. Secondly, for users with clear targets who want to quickly find the products they need, the platform has designed a search box at the top of the homepage, and users can find the products they want to buy through accurate searches; for users with clear categories , a classification list is designed on the homepage, and users can locate the product categories they need according to the classification search, and find products that meet their expectations for purchase through the secondary classification; for users with unclear targets , a limited-time welfare, banner activities, today's flash sale and other activities are configured on the homepage. The platform attracts users to find products they are interested in through the promotion of the event. At the same time, different modules such as discovering good goods, home stocking, guessing you like, and seasonal new products have been added to give users an entry point to facilitate users to find products they like. Again, when users find the product they want to buy or the product they are interested in, the next step is to learn more product information, such as the price, quality, whether there is a discount, etc. For this reason, the platform displays the sensitive information of the product on the search list page, event details page, etc., so that two different types of users can view the basic product information. Finally, when users show a stronger understanding of the product and desire to buy it, they can click to jump to the product details page. In addition to the display of basic information, the details page also adds modules such as quality inspection reports and user evaluations to facilitate users to understand the product further. At the same time, the display of delivery time is also added, giving users a psychological expectation of receiving time. In addition, there are recommended practices, recommended products, etc., which are convenient for users to purchase at one time. 6.2.2 Ordering After the first step of selection, the user already has a strong desire to buy and has added the products he wants to buy to the shopping cart. So what are the needs of the user during the ordering process? How does the platform meet these needs? First of all, after entering the shopping cart, what users want to know most is what products they have purchased in the shopping cart and what the total order is. Therefore, the platform focuses on displaying product information, product quantity, total order amount, etc. on the shopping cart page. Secondly, when users entering the shopping cart see the price, they can be roughly divided into price-sensitive and price-insensitive users. For price-sensitive types, the platform has designed a display of available coupons on the shopping cart page. At the same time, in order to facilitate this type of users, an order-compilation portal has been added, which can facilitate users to quickly collect orders. At the same time, the platform has also added a display of freight, so users can easily check whether the current order contains freight. Users who are sensitive to freight can also easily collect orders through the order-compile entrance. Again, when the user clicks the Go Check button to make payment, the user's focus shifts from the price to the delivery service. Therefore, whether the delivery location is accurate and whether the delivery time is acceptable is the core issue of the platform design. Therefore, the platform focuses on displaying the delivery address on the payment page, and in terms of delivery time, time-divided delivery has been added, so users can choose to receive the goods in different time periods. Finally, when you understand the purchased goods, prices, and delivery time, the next step is to choose the payment method. For payment methods, the platform not only includes conventional methods such as WeChat and Alipay, but also has relatively popular methods such as stored value balance, cloud flash payment, Huabei, and bank cards to meet the choice of users' different payment methods. 6.2.3 Before receiving the goods By this stage, the user has completed the order and successfully paid. So what core demands will be there before the user receives the goods? What functions does the platform have to do before users receive the goods to stabilize users’ purchasing sentiment? First of all, what users want to know most is the delivery time issue, whether the order will be delayed or delivered in advance. Therefore, the platform has designed an entrance to view orders on my page, so users can easily view product delivery information, product tracks, delivery time, etc. Secondly, some users are more concerned about what products are in the order, whether they are missed or wrongly bought, whether the delivery address is accurate, etc. Therefore, the platform will display all the order details in the delivery directory on my order page and the waiting delivery directory. Finally, some users place orders incorrectly or miss buying products. The platform design can be cancelled through my order. When the product has not been shipped out of the warehouse, the user clicks the cancel button to cancel the order. 6.2.4 After receiving the goods By this stage, the user has completed the shopping process and obtained the products he wants to buy. What other psychological demands will the user have in this process? What will the platform do when facing these demands? First of all, after receiving the goods, what users are most concerned about is whether the goods are fully delivered and whether there are any omissions. Therefore, the platform has designed an display of order details on my order page, which can facilitate viewing what products users have purchased. Secondly, for products with quality problems, what users most want is whether they can quickly conduct after-sales. Therefore, the platform has designed an after-sales button for each product on the order details page, so that users can easily and accurately conduct after-sales of a certain product. Again, for some users who find that the quality is good after receiving the goods, or want to purchase the whole order for other reasons, the platform adds a button to the order list page to design the order list page. After the user clicks, the products in the order will be added to the shopping cart again and are selected by default, so that users can shop again. Finally, for some users who want to evaluate products, the platform has designed an evaluation button on the order list page to facilitate users to evaluate each product differently. For some users who want to issue invoices, the platform has added an invoice entry to my order page to meet the needs of such users. 6.3 SummaryFrom the above analysis, we can find that the functional design of MissFresh can well meet the different scenario needs of users before purchasing, during ordering, before receiving and after receiving the goods. Before purchasing, Meiji Youxian faced two different users, namely clear target type and unclear type, and had their own focus and reasonable structure in terms of functional design; when placing an order, it also designed orders, coupons, etc. when placing an order; before and after receiving the goods, it also designed related functions in the face of different user demands. Therefore, MissFresh is a relatively excellent product in terms of shopping process and user experience. 7. Operation path analysisThe saying "Products are responsible for giving birth, and operations are responsible for raising them" also indirectly reflects the close relationship between products and operations. So how did MissFresh operate this product and achieve rapid growth in a short period of time? This article has compiled the main operating activities of MissFresh since its establishment and according to the AARRR model, as follows. 7.1 New recruitment (A)In order to attract new users, MissFresh adopts the following forms: 7.1.1 Stars help 2020 06-05 Zhao Wei assisted the CEO of Youxian, the live broadcast debut. 7.1.2 Team Name On December 20, 2020, MissFresh officially passed the CBA review and was named Qingdao Guoxin Haitian Men's Basketball Team. 7.1.3 Strategic Cooperation
7.1.4 Promotional video
7.1.5 Push and pull new The ground push and pull new products are also one of the important promotion channels of Daily Youxian. Because Daily Youxian adopts the forward warehouse model, covering 3 kilometers around the community, Daily Youxian adopts the ground push to accurately promote users born in the 1980s and 1990s around the forward warehouse. 7.1.6 Winter Olympics help In January 2022, MissFresh launched the "Winter Olympic Service Exclusive Activities" to assist in the retail services in the core areas of the Winter Olympics. 7.2 Inspire activeness (A)After the user downloads and registers the app, he needs to activate the user to open the app, thereby improving the daily and monthly active users. In order to improve the active daily and monthly active users, the following things have been done:
7.3 Improve retention (R)After promoting user activity, it is also necessary to improve user retention rates in order to continuously create value for the platform. In order to improve user retention rates, Daily Youxian mainly did the following things:
7.4 Share Communication (R)In order to guide users to spread the word spontaneously, MissFresh has mainly done the following things:
7.5 Increase revenue (R)We have introduced in detail the methods to increase revenue in the business value analysis section, so we will not repeat them here. Above, the author analyzed the reasons behind the rise of MissFresh from seven parts, including industry, competitors, user value, commercial value, product iteration, product structure, and operation. It can be seen that no product can be successful casually, which must be the comprehensive role of internal and external reasons such as "time, place, and people". 8. Future Outlook and Optimization SuggestionsThrough the above analysis, we understand the reasons for the rapid rise of MissFresh. So where will this unicorn go in the future? Next, the author will use the SWOT model to conduct a system analysis, hoping to draw effective conclusions from it. Through the above analysis, we can see that if you want to continue to develop, you need to seize opportunities, consolidate your advantages; eliminate threats and reverse your disadvantages. Therefore, this article gives the following optimization suggestions:
Author: Xiao Song Source: Xiao Song Song |
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