1 Overview
Zhenai.com mainly addresses the marriage and love needs of white-collar users. In this field, there are some strong competitors. Therefore, analyze Zhenai.com App and its competing products, and draw some valuable conclusions and competitive strategies.
2 Identify competing products
Judging from the product’s target user group and the problems it solves, Zhenai.com has many competing products, but the most competitive ones are Shijijiayuan and Baihe.com (as can be seen from the data in the figure below). Therefore, this article focuses on the analysis of three apps: Zhenai.com, Baihe Marriage, and Shiji Jiayuan. Competitive product analysis.
3 Market Analysis
In the "China Statistical Yearbook 2021", the number of newborns in my country is still falling sharply, and it has hit a record low. The data shows that the domestic birth rate in 2020 is 8.52%, which is the first time that the domestic birth rate has fallen below 10% in many years. However, after the arrival of 2021, this situation has not been alleviated, and there is even an increasing trend. In 2021, the domestic birth rate will only be 7.52%.
A few days ago, the National Bureau of Statistics released the 2021 National Economic and Social Development Statistical Bulletin. Looking at the gender composition of the population data, the male population is 723.11 million and the female population is 689.49 million, with 33.62 million more males than females. In 2020, the male population in my country will be 723.57 million and the female population will be 688.55 million, which means that the male population will decrease by 460,000 in 2021, while the female population will increase by 940,000.
According to the latest statistical data released by the Ministry of Civil Affairs, the number of marriage registrations in my country in 2021 will be 7.636 million pairs. This is the second time marriage registration data has fallen below the 8 million mark after falling below the 10 million mark in 2019 and 9 million in 2020. The marriage rate fell to 5.4%, the lowest since 1986, and only 56.6% of the peak in 2013.
It is worth noting that the decline in the marriage rate is not a unique phenomenon in my country, but a common phenomenon in many developed countries. According to OECD data, from 1995 to 2019, Japan's marriage rate dropped from 6.4% to 4.8%, South Korea's marriage rate dropped from 8.7% to 4.7%, and the US marriage rate dropped from 8.9% to 6.1%. More and more school-age young people choose not to get married and live a life of "one person is full and the whole family is not hungry".
After all, in contemporary society, both men and women are relatively independent and can live a good life by relying on their own abilities. Especially women, compared with getting married and having children, more and more women are pursuing independence and career success in the workplace. Boycotting marriage and having children has become a "trend" among young people. According to statistics, the total population of post-90s is 170 million, but there are only 10 million registered married couples, which also means that most of them are actively single.
The number of people who need marriage and love will increase. The growth rate of my country's population marriage rate is much lower than the growth rate of divorce rate, and the large number of single people has laid a strong foundation for the development of online dating and dating.
Users who need marriage and love are familiar with the Internet, which is conducive to the development of online marriage and dating.
Conclusion: The market size is huge and the growth trend is obvious.
4 User needs analysis
Historically
Matchmakers have existed since ancient times. The ancients even said: "There are three unfilial acts, and the greatest is to have no descendants."
from a human point of view
The ancients said "food and sex are also sex";
Maslow's hierarchy of needs shows that marriage and love are not only physical needs, but also social and emotional needs;
According to The Selfish Gene, the need for marriage and love is a need that must exist in order to survive. At the same time, in addition to marriage and love, sex-related needs also widely exist, so the purpose of people using dating websites is not only to find a partner, but also for lust, curiosity, vanity and other needs.
from the actual market
This demand has always existed in the market.
From the user's real life phenomenon
College students almost enter the marriageable age when they graduate;
White-collar workers live a busy life with a small social circle;
There are many parents urging marriage in life;
There are also many people who are introverted and not good at dealing with the opposite sex. For example, Youyuan previously released the "White Paper on Marriage and Love Views of Post-90s", which mentioned two important points: "It is difficult for men to break the ice, and women must respect it." Men born in the 90s can only get one response every 13.5 strike-ups, and 85.3% of the conversations end in no more than 4 rounds. The proportion of sessions dominated by women over 10 rounds reached 87.6%. Secondly, 76.8% of the women born in the 90s hate the most when they start a conversation with "Are you there?", followed by "Hello", and "Are you there" and "Hello" are almost common opening words for men born in the 90s.
Conclusion: The need for marriage and love is a rigid need of people, but it is also a common phenomenon to find a suitable partner. At the same time, other needs related to sex also widely exist. Therefore, there will be greater development of dating sites.
5 Profit Model Analysis
The enterprise profit model of the three products is shown in the table below.
Conclusion: The profit models are similar, but there are reference points. For example, Zhenai.com can refer to Jiayuan’s games, financial services, and Memeda similar to Fenda. You can also refer to Baihe.com’s wedding services, dating insurance, marriage insurance and advertisements. Of course, the advertisements should be as close as possible to the product positioning so as not to affect users. experience.
| product | profit model |
| Cherish Net | Value-added services: membership fees, star privileges, gifts, cherished messengers, admission tickets for WeChat blind dates, etc. Charged service: matchmaker one-on-one |
| Century Jiayuan | Value-added services: diamond membership, membership service, advance ranking, advanced enjoyment service, enjoyment package, memeda, etc. Charged services: offline dating activities, matchmaker one-on-one service Others: Jiayuan Games, Jiayuan Finance |
| Lily Marriage | Value-added services: various memberships, online reminders, dating insurance, marriage insurance, etc. Paid services: matchmaker matchmaking, wedding butler Others: Baihe Finance, Joy Finance, Traffic Realization |
6 strategic layers
The strategic layers are outlined in the table below.
Conclusion: In order to better realize the strategic goals, we should pay more attention to marketing, at the same time consolidate our own advantages, pay attention to the actions of competitors, and adjust quickly. Competitors of Zhenai.com have put in a lot of advertisements, and at the same time, they have invested heavily in Matchmaker, Zhenai.com's traditional advantageous business, which has brought about greater competition. In addition, Jiayuan and Baihe.com's exploration of new technologies such as VR and live broadcasting are also worthy of attention.
| product | Slogan | Product Positioning |
| Cherish Net | met you, fell in love with you | It mainly solves the marriage and love needs of white-collar users, and features online selection + artificial matchmaker + offline direct sales store. Among them, the artificial matchmaker is very professional. |
| Century Jiayuan | Love bravely | It mainly solves the marriage and love needs of white-collar users, and features online self-service marriage and love services + personalized matching + one-on-one matchmaker service. Its brand awareness and user scale are its biggest advantages. |
| Lily Marriage | The leader of the whole industry chain of marriage and love | Mainly solve the marriage and love needs of white-collar users, with soul matching service + free communication + offline dating shop features |
7 range layers
Conclusion: The focus of each product is different. You can observe and refer to your opponents. Zhenai.com pays more attention to digging deep into the needs of marriage and love, so as to better meet the needs of users in terms of marriage and love. While Century Jiayuan and Baihe Marriage pay more attention to business development, finance, wedding services, and games.
8 structural layers
The information structure is shown in the following pictures, obviously Zhenai.com is more concise and easy to understand. Lily's marriage and love are already relatively complicated, while Century Jiayuan is even more complicated, and it can even be said to be a bit bloated.
9 frame layers
On the frame layer, Zhenai.com performed more prominently.
All three products use tab navigation, so the navigation design is similar. In terms of information design, there is nothing difficult to understand.
The difference is mainly in the interface design. Since the information structure of Zhenai.com is more concise and easy to understand, the focus is more prominent, and the interface design is even better.
10 presentation layer
There is no doubt about it: Zhenai.com is the best performer.
The purple of Zhenai.com is very prominent, maintaining the consistency of the front and back styles. At the same time, the focus of the interface is prominent enough, and the arrangement is very neat. However, purple will convey a sense of nobility, and I don't know if it is enough for marriage and love. In addition, the two kissing villains that pop up when the page is refreshed, this hint may be too obvious.
The advertisements of Jiayuan Century always have a fake feeling. The colors used in some places are a bit strange. For example, the yellow at the bottom of the search box on the search page gradually changes to green, which conflicts with the overall red style and is not beautiful. It seems a bit "messy" in design, such as the arrangement in the "I" page, and the focus is not prominent enough.
The visual design of Lily Marriage is slightly better than that of Century Jiayuan, but there is still a gap with mainstream Internet applications, and some places are not neat enough.
11 Data Analysis
Judging from the user experience of the App itself, Zhenai.com is better and can consolidate its advantages. It can also be seen from the figure below that Zhenai.com currently ranks ahead of all competing products in the AppStore. Downloads and revenue are in the forefront, far ahead!
12 SWOT Analysis
The specific analysis is as shown in the figure below.
Conclusion: Zhenai.com can make the following two suggestions:
1. Continue to deepen the existing model, consolidate the existing advantages, and ensure the continuous improvement of the quality of marriage and love services;
2. Continue to develop mobile terminal products, follow up new technologies and trends of mobile terminals, optimize user experience, and maintain the No. 1 position.
13 Conclusion
1) Market
The market size is huge, the growth trend is obvious, and user needs exist for a long time, and online marriage and love will continue to develop;
The market competition is becoming increasingly fierce. Jiayuan and Baihe occupy the first echelon, and Youyuan.com has outstanding performance, which brings great competition.
2) Mobile App
The user experience is better, as can be seen from the above scope layer, structure layer, framework layer, presentation layer and data analysis;
Zhenai.com has invested a lot in mobile apps, which can be seen from the user experience;
3) Promotion method
Pay attention to follow up the latest trends, such as social communication and building/outdoor advertising communication mentioned above;
The development of short videos on the Weibo platform may be a very good communication platform, which can be used to promote during the Spring Festival.
4) Profit model
You can refer to the profit model of your competitors to achieve more profits;
The construction of offline blind dates should be strengthened.
5) Competitive strategy
Continue to deepen the existing model, consolidate the existing advantages, and ensure the continuous improvement of the quality of marriage and love services;
Continue to develop mobile products, keep up with new technologies and developments in mobile, and optimize user experience.
6) User experience optimization
After experiencing the Zhenai.com App, I found some areas that may be optimized. Of course, this only represents my personal opinion, because these areas may have undergone many evaluations within Zhenai.com. Now list these optimizations as follows:
The registration experience is not good enough. Let users fill in a lot of content at the beginning, and the conversion rate will easily decrease, because the current users are very lazy, it is best to provide third-party registration, and it is best to let users fill in the information when they need to fill in the information, just like an e-commerce website , the user is not allowed to log in until the user needs to pay;
After the registration is complete, enter the account password, but you can't enter directly. You need a mobile phone verification code, which makes the user login very cumbersome.
On the PC-side website, the App download channel can be provided before the user registers, which can highlight the location of the mobile-side download. For example, put it on the main navigation bar and use a larger icon, which makes it easier to increase the conversion rate of downloads;
If you don’t have an account, you can change the micro-copywriting that you don’t have an account in the singles into: looking for the micro-copywriting of the destined person in your life, there is no account in the singles, and there is a feeling of being pierced in the single group, modify the micro-copywriting, It can also improve user experience.
On the mobile phone, when live broadcasting enters the room, you need to click the bread button to find the button to exit the room, which increases the user's learning cost.
(WeChat public account: 007 in the product world)