Jul 31, 2022
In All About Curly Hair
This article will compare the similarities and differences between take-out and taxi-hailing products under the current mobile Internet from the perspectives of product planning, product design and commercial closed-loop. 1. Product planning 1. User portrait Takeaway products: Take Meituan Takeaway as an example. Younger, the proportion of male users is slightly larger than that of female users: it is concentrated in 16-35 years old, and this age group has a high degree of acceptance of new things. Users are mainly distributed in big cities: 269 million takeaway users are mainly distributed in highly developed cities. From the perspective of city level, the country email list proportion of food delivery users in first- and second-tier cities is much higher than that in third-tier cities. Users’ online spending power and willingness to spend are relatively high: users with spending power of more than 200 yuan account for 93.72% of the total number of users, and users with a medium-to-high level of willingness to spend account for 94.61% of the total number of users. The white-collar market has the highest share of takeaway transactions: in 2018, the white-collar business market accounted for 85.8% of the transaction. The use time is concentrated in the noon and evening time periods. Taxi-hailing products: Take Didi Taxi as an example. Young people, users under the age of 40 account for nearly 80% of the total number of users, of which the 25-30-year-old user group is the largest, accounting for 40.25% of the total number of users. Male users accounted for a higher proportion, 57.17%. Users are concentrated in first- and second-tier cities. Relevant data comes from Kuchuan, QuestMobile, etc. User portrait comparison and analysis of similarities and differences: Similarities: users are relatively young, and users are concentrated in first- and second-tier cities. Both takeaway and travel products have begun to appear frequently in the public's field of vision in the past five years. Younger groups have a high degree of acceptance and recognition of new things, and it is easy to cultivate user habits; first- and second-tier cities have strong online spending power and consumption The intention is more active, which is conducive to the development and improvement of the business model of the product. Differences: The ratio of men to women in take-out products is close, while the proportion of men in taxi-hailing products is higher. This difference can be explained from the perspective of user safety awareness; compared with male groups, female groups have a stronger awareness of seeking safety, whether it is take-out products or Car-hailing products have been exposed to potential safety hazards in the early stage of operation, and they have had a great negative impact on users' pursuit of food/travel safety through media dissemination; such as black-hearted takeaway workshops, online car-hailing sexual assault incidents, etc., especially It is difficult to eliminate the psychological impact of car-hailing incidents on women. In addition, compared with taxi-hailing products, take-out products are more frequently aroused in daily life, and the effect of functional iteration and product operation can take effect in a shorter period of time, and the effect of dissolving safety concerns will be better accordingly.