Get APP competitive product analysis

The overall feeling that Get gives me is that it gives people a feeling of school, which is consistent with their original intention of lifelong learning, Get University, and Get Department. The whole APP has a distinct style, whether it is the interface or the font, it has deep Get characteristics.

1. About knowledge payment

1. What is knowledge payment?

Knowledge payment mainly refers to the phenomenon that the recipients of knowledge pay for the knowledge they read. The essence of knowledge payment is to turn knowledge into products or services to realize commercial value.

2. How did payment for knowledge emerge?

Since 2016, a series of landmark events have made paying for content gradually become a fashion. On May 15, 2016, the paid voice question-and-answer platform [Fenda] was launched. Through this platform, you can quickly find someone who can help you and answer your questions in one minute. Many celebrities and experts in various fields have also joined the Fenda paid Q&A model. Subsequently, Luo Zhenyu, the founder of Luoji Siwei, devoted all his efforts to creating the Duode APP, Himalaya FM launched the knowledge payment festival "123 Knowledge Carnival", Zhihu launched Zhihu Live, and so on.

3. Market situation of knowledge payment

Future market size forecast: exceeding 23.51 billion in 2020.

Existing market share and structure: three-step situation.

The main product representatives in the knowledge payment market are shown in the figure below.

Get APP is a unicorn APP for knowledge payment. Today we will take a look at how Get APP implements knowledge payment.

2. Get APP product experience

1. Get the basic introduction of APP

The picture below is a screenshot of the Dedao APP I took from the Huawei App Market. Let’s not look at the competitive analysis first, but first look at how Dedao itself introduces and packages its own APP in the App Market.

From the application introduction, we can get a preliminary understanding:

(1) Get the user group: people who love learning

(2) Mission: Lifelong learning software that enables everyone to gain power from knowledge

(3) Exclusive courses by famous teachers: an exclusive content platform with high-quality content and famous experts

(4) Free trial: 10% of all books are available for free trial. Users can try them before purchasing.

(5) Wide coverage of content: You can find all the content you want when searching.

(6) Diversified learning formats: video, audio, graphics, live broadcast, and fragmented learning methods allow users to acquire effective knowledge in a short period of time

(7) Community atmosphere: This is an APP that not only supports learning but also allows you to grow with others. You can share, communicate, and interact with outstanding people.

The data source of the above figure: Kuchuan.com - cumulative downloads of the Android version of the Dedao APP

Get the business profit model:

Membership, course subscription, mall, and offline classes at GetUniversity.

Get positioning:

Product positioning: Serious knowledge and book content platform

User Positioning: Knowledge Demanders

Get slogan:

Knowledge is power. Knowledge is in getting

2. Get the user portrait of the APP

The resulting user group is relatively evenly distributed, with more male users than female users.

Most of the users are between 25 and 39 years old. This group of people are mostly newcomers to the workplace, white-collar workers, young successful people, and people in the rising stage of their careers. This group of people also has more prominent knowledge needs and knowledge anxiety, so they have become important users of knowledge payment.

People who search for keywords are mainly distributed in first-tier cities and coastal provinces. This is related to the province’s population base, the number of migrant workers, and economic conditions. The strongest relevant factor is the region’s economic development level, so the provinces ranked at the top are mainly Beijing, Shanghai, Guangzhou and developed coastal provinces.

Guangdong: China's most populous province, with a total population of 113 million;

Henan: 96.05 million people; Sichuan: 83.41 million people. Henan and Sichuan are populous provinces. Although their economic development levels are not as high as those of first-tier cities and coastal provinces and cities, they are ranked relatively high on the list due to their large population sizes.

People who search for keywords also like to search for founders, related lecturers, logical thinking, and Dedao University. Some also like to search for competitors, such as Himalaya, Fan Deng Reading, and Douban.

3. Development history

From logical thinking comes:

The early predecessor of Get was "grown" on the basis of logical thinking. Relying on the logical thinking foundation of Luo Zhenyu's millions of fans in 4 years, it gathered a group of people who love learning and have learning needs to create the Get platform, and Logical Thinking became the exclusive free sub-program of Get. In the early stage, it slowly grew and expanded with the help of "Logical Thinking" and "Li Xiang's Knowledge Insider".

Growing up:

Through the celebrity effect + high-quality courses + scarce resources, it has gradually grown and become a leading platform for paid knowledge.

4. Get user reviews of the APP in the app store

I personally think that the most successful aspects are as follows:

(1) The courses you get = quality courses

As a knowledge-based payment APP, the APP’s most important core competitiveness is content, which is also the most important point. It is to create a place that customers consider to be a high-quality course. Many users are like me: they are all lazy. I am super lazy. For example, when it comes to shopping, I will not spend an hour choosing how to buy and what to buy to get the best deal. Every time I open Taobao or JD.com, the simple steps for a poor and lazy person like me are: search, look at a few products, place an order, and that’s it! I believe that many users are like me. We would rather have an APP that can help us carefully select some high-quality and cost-effective products for us to buy directly. This is convenient and worry-free, and it can reduce the user's choices and leave it to the platform. This is why I have always recognized the model of NetEase Yanxuan.

(2) Expand cognitive boundaries and update thinking patterns

The explanation in one sentence is: the course should cover a wide range, the explanation should be in-depth, and the angles should be unique while being in-depth.

(3) Make people willing to learn

For example, when we were in school, there were many teachers who were very knowledgeable and had impressive academic qualifications and titles. But you will find that sometimes, no matter how impressive you are, it is very distressing when students are unwilling to listen to the teacher's lectures. This shows that you have to make your users willing to listen to you. In the case of the Get APP, it means: the teacher uses the clearest and most interesting voice to explain the profound and boring professional knowledge so that users can continue to listen.

3. Get the APP product architecture

1. Get personalized recommendations on the homepage:

(1) Recommend relevant courses based on your browsing history and purchase history;

(2) The recommended courses are arranged in a regular pattern, using the numbers 3, 4, and 6, as well as horizontal and vertical layouts (for details, see the attached mind map);

(3) The total number of courses displayed is more than 100, similar to information apps, with a large number of contents, such as those displayed on Toutiao. It is similar to the circle of friends, which makes people want to scroll down all the time. I guess that in addition to personal interests, many courses are the main courses promoted by the platform;

(4) Some recommended courses appear repeatedly, with one instructor/course appearing nine times at most. Recommendations are made just for the sake of recommendation, and important things appear repeatedly to attract users' attention.

If you use a mind map to list the overall framework of the Get APP, you will find that the homepage of Get is particularly interesting. It has a pattern that various courses appear repeatedly NNNN times. It is estimated that there are no less than 100 courses on the entire homepage.

The key is that you won’t feel it is cumbersome, long or impatient when sliding. No.

I have to admire Dedao, it’s awesome.

2. Get the mall

(1) The Dedao Mall mainly sells some reading peripherals and derivatives;

(2) The mall is one of the sources of income, but the specific purchase situation of the mall is unknown.

3. Get free lecture area:

(1) Li Xiang: Get Editor-in-Chief

(2) The two free columns "Li Xiang's Knowledge Insider" and "Logical Thinking" were the main courses in the early days of the program.

(3) In addition to "Li Xiang's Knowledge Insider", other courses in the free zone cover a wide range of fields. Their main function is to allow non-paying users to experience the learning process.

In the early stage, it relied on the high-quality and scarce resources in the free zone. This is something that many APPs can learn from. Just like a music playing platform, which software can have a super awesome singer and the songs are free and open to the public? Then this platform will definitely have a lot of fans downloading and using it. This principle is the same as the two programs "Li Xiang Knowledge Insider" and "Logical Thinking".

In addition, through high-quality free courses, it can also indirectly convert some poor and stingy kids like me to slowly attend classes and then slowly make me pay without realizing it.

4. Get School of Finance: Tsinghua PBC School of Finance

What is Tsinghua PBC?

The predecessor of Tsinghua PBC School of Finance was the Graduate School of the People's Bank of China, which was later merged into Tsinghua University. The excellent students and faculty, as well as the profound accumulation, have enabled Tsinghua PBC School of Finance to occupy an important position and gain popularity in the academic community.

Tsinghua PBC School of Executive Education:

Tsinghua PBC Executive Education is the official account platform of Tsinghua PBC. The courses on the platform are packaged as fixed courses using Xiaoetong live broadcast, which can not only take advantage of scarcity, but also avoid the situation where you buy a long class but it is too academic and you cannot finish it.

The role that Tsinghua University’s PBC School of Management plays in the Get APP is: the effect of high-quality and scarce resources.

5. Get a university degree

Get has always claimed that it is a software for lifelong learning. Learning is a lifelong thing, and Get wants to become everyone's lifelong learning club.

Get University is equivalent to moving offline universities online. Get University has a total of 11 city stations across the country. Users can choose the nearest city to register for admission to Get University. Tuition is required for admission. Not everyone can join. Personal information (including career details) and recommender information need to be filled in. After registration, the official review - interview - recruitment - Get University students will be conducted.

After admission, online and offline learning is adopted. The course lasts for three months, and there are study assignments, training days, polishing meetings, sharing days, case days, and private board meetings.

As a strategic product of Duoduo, Duoduo University forms a closed learning loop through online learning and offline activities in the same city. Through this alumni association and community form, it can maintain long-term relationships with students and carry out conversions between students in a one-time way.

Purpose of getting university:

Focusing on the field of education and further expanding the knowledge services provided, not only being satisfied with online learning, but combining offline forms will help find new development space.

6. Get a study plan

Regardless of whether you have a study plan or not, the platform helps users to make a study plan, thereby guiding them to continue learning.

You can adjust the purchased courses by yourself and make a study plan that suits your preferences and needs.

7. Course study

The course title and summary on the list page are very simple, with a lot of blank space on the page. The title logic is: lecturer name + course direction

From the title and cover picture of the course, it can be seen that we attach importance to the title of lecturer and the effect of famous teachers.

(1) Get the outline display logic of the course details page:

Lecturer introduction - course highlights - course outline - course required reading - course catalog - purchase instructions. This logic is a common template for all other courses.

(2) Course catalog display:

Expand the first section's catalog details, and users are required to expand the remaining catalogs by themselves. This is to allow users to have a general idea of ​​the course section content as soon as they enter the details page, and to tell users how to use the catalog function.

View the instructor's details and reach the instructor's column introduction page, which includes the APP user's student ID, certification instructions, notes, number of followers, and course work collection.

View the general user details page, including the APP user's student ID, learning statistics, recent studies, notes, and number of followers.

Get the social attributes of the APP: enhance the social attributes through the follow function, increase the exposure of the course by viewing other users' learning dynamics and note-taking functions, and enhance the sense of communication, sharing and participation in interactive learning.

1. Course highlights:

(1) The word count is generally more than 300 words;

(2) Paragraphs are generally divided into 5 to 6 sections.

2. Text introduction routine:

(1) What is this course about?

(2) What will you gain from taking this course?

(3) Encourage users to buy now

3. Function of the editorial:

It can be seen as a further introduction to the highlights of the course. Its main purpose is to tell everyone how comprehensive and good this lecturer’s course is! Why do you need this type of course?

It comes with the instructor's complete course schedule for the whole year, as well as positive reviews from course students selected by the platform;

From the greetings to users, we can see that the personalization mechanism is quite good, which is also reflected in the recommendation of “Guess you like” courses based on your browsing history.

4. Course Required Reading:

(1) Not all courses have “required reading”;

(2) Courses with "required reading" have content that is basically the same as the introductory text and usually include a "supplementary" label;

(3) The required reading content of the course is for display only and cannot be clicked to view. Its purpose is to tell users to read the launch statement of this course and to tell users that they will receive a bonus package if they buy this course. Its main purpose is to strengthen the reminder.

5. Course Catalog:

(1) The first course catalog will be automatically opened, and the rest will be closed;

(2) Special gifts such as meal packs are included at the end of the catalog, giving users a sense that the course is worth buying;

(3) The instructor’s full-year course schedule is included at the end of the document, serving as an advance notice.

Each course has a trial class for the first lesson. The official uses the "recommended" trial label to guide users to try out the classic courses. The trial course is generally about 10 minutes long. The number of trial classes for each course varies. New users can experience 5 courses for free.

Player: advance/backward 15 seconds, timed play, double speed play, audio download, view document.

You can purchase courses and give them to your friends as gifts, which strengthens the social attributes of the app.

The course list page uses font color to distinguish between read and unread courses, and displays the following elements: course title (brief), learning progress, course title, and course duration. It supports batch downloading of courseware and adjusting the order of lectures (sequential play/single loop). It also supports writing comments, liking comments, and forwarding comments.

6. [Ask a friend to read]:

Invite 15 friends to study, both parties will receive gift packs. Click the red heart to support and collect the course.

[Knowledge City] can be seen as a simple version of the combination of Weibo and Zhihu. Users can post comments, leave messages, forward and share content, like, follow users, participate in topics, ask questions, etc., through a series of social attributes to create a platform-activating, learning, sharing and communication atmosphere.

In "Purchased", you can see the details of the courses purchased by the user, including audiobooks, e-books and tips, and you can view the user's learning records and course completion status.

There are "Get xx Members" in both the "Audio Bookshelf" and the "E-bookshelf". Members are displayed many times in different interfaces. It can be seen that the business of Get relies on members to generate revenue to a large extent, and also uses the membership mechanism to continuously encourage users to repurchase.

In mine, you can see basic information, as shown above;

From My Account - Cards and Coupons, you can see coupons at many stages. Using coupons to guide users to buy is one of the operating methods;

From "Recommend Duoduo to Friends" and "Duduo Honorary Sponsor", Duoduo often does not miss any page, which shows that Duoduo is trying its best to prompt users to invite friends to register Duoduo.

Get the medal growth system:

The badge dimension is divided according to learning relevance and platform purpose;

A new user can basically get about 4 medals. The strategy for obtaining medals is to use a progress bar to remind users which medals they are about to get. At the same time, obtaining medals can get coupons, thereby stimulating users to obtain medals according to platform requirements.

The credits you get are similar to Alipay's Sesame Credit, which can show your learning efforts in the form of points.

The credits obtained are related to five dimensions: persistence, learning amount, study notes, curiosity, and knowledge sharing;

According to the official FAQ, there is no point redemption right for credits. Credits cannot be converted into coupons or used to purchase items.

The credits obtained are mainly used to show off the users’ learning and to remind them to continue learning according to the platform rules.

4. Get APP operation strategy

1. Traffic diversion strategy

(1) External channels: famous teachers, program sponsorship/advertising, information flow and other conventional advertising

(2) Course content: exclusive knowledge resources, polished courses, wide coverage of content

(3) Internal channels: internal famous teacher effect, invitation mechanism, and sharing mechanism

(4) Offline channels: offline sharing sessions, lectures, and Dedao University

2. Retention strategy

(1) Wide coverage of content: The courses cover a wide range and meet the different learning needs of different users;

(2) Lecturer power: Teachers/well-known figures in the field are important factors in getting app users to stick with the app, as can be seen from the lecturer traffic to the following list of followers and official recommendations;

(3) Daily course updates: Course update speed: Logical thinking + Shao Heng headlines are updated every day (based on the premise of not compromising quality);

(4) High course quality: We carefully polish the courses to help users learn the essence of the book as quickly as possible. We use lecturers’ commentary, interpretation, and distillation to digest the profound knowledge for users to learn.

3. Conversion strategy

(1) Coupon mechanism: various new member coupons, such as first-drop special coupons, new member exclusive welfare coupons, holiday welfare coupons, lifelong learning level 1 reward coupons, etc.;

(2) Activity operation: such as the course package of setting up street stalls and the free 21-day membership rights in the tips;

(3) Free Zone: There are special free zone courses for learning, covering multiple series and hundreds of courses, among which "Li Xiang Knowledge Insider" is the main one;

(4) Free experience: Free trial: You can try part of the course, but you need to pay to complete it; Free course: You can try 5 courses for free, but you need to pay to complete it.

4. Recall Strategy

(1) For users who have not uninstalled the APP: APP message push: including coupon expiration reminders, course message push, event messages, etc.;

(2) For users who have uninstalled the app: SMS message push: including coupon distribution, course message push, event message, etc.

V. Conclusion

The overall feeling that Get gives me is that it gives people a feeling of school, which is consistent with their original intention of lifelong learning, Get University, and Get Department. The whole APP has a distinct style, whether it is the interface or the font, it has deep Get characteristics.

At the same time, Getui has strict control over the polishing of its products, which can be seen from the course content, overall front-end copywriting, platform screening, and no knowledge fission activities. This is also in line with the platform's proposition of "rigorous knowledge service platform."

In short, the core of knowledge payment is:

Only by allowing users to learn the essence of other people's thoughts as quickly as possible in the shortest time and simplest way can users feel that such learning is what they need.

Author: 95 Post-Operation Meow

Source: 95 Post-Operation Meow