Experience time: 20 18. 12
Experiencer: cinnamon
The above are the Logo of three WeChat applets, namely, catching more fish, roaming whales and reading the surrounding small book market, all of which are cartoon-oriented secondary image designs. The graphic design of combining cats and fish for more fishing means the integration of buying and selling books and supply relations. The product Logo fits well with the product name "fishing more". The Logo of the roaming whale is an anthropomorphic "white cloud" roaming on the "roaming whale", which means that users can roam in the world of knowledge on the platform of roaming whale; The Logo of the reading neighboring small book market is bear reading, and the overall tone is black, white and blue.
Generally speaking, the Logo of the three products are all cartoon style, which is more suitable for "catching more fish" from the point of view of their fit with the product names.
The following are the home pages of Catch More Fish, Roaming Whales and Reading the Nearby Small Book Fair in turn:
Judging from the typesetting content of the homepage, the three applications are mainly divided into four parts: search, active banner area, recommendation classification and bottom navigation. Among them, the bottom navigation portals for catching many fish and roaming whales are four parts: home page, selling books, shopping cart and me, while the bottom navigation portals for reading small book market are home page, integral purchase, activities, shopping cart and me. Judging from the types of books, there are many kinds of books about catching fish and swimming whales, and almost half of the books in the nearby small book market are books on learning such as college textbooks/postgraduate entrance examinations/examinations for civil servants.
Duozhuayu was launched at the beginning of 20 17, adopting C2B2C (user-trading platform-user) business model, with the renovation of second-hand books as the main selling point; Compared with the social mode of offline reading club, more fishing takes light reading as the starting point, relies on WeChat platform, takes service number and applet as the main entrance, and carries out word-of-mouth publicity through Zhihu and Douban.
Roaming Whale was launched in May 20 18, and it also adopts C2B2C (user-trading platform-user) business model. Its main logic is "reclaim old books at the original price, and buy good books at a discount of 1.5", which lowers the use threshold of price-sensitive users.
Reading Neighborhood Bookstore was launched in early October, 20 17, and cut into the college students' market, adopting 2B business model, focusing on the B end of the second-hand goods trading link, and creating an ERP system for wholesalers with relatively concentrated and large volume in the industrial chain, which can realize multi-platform order synchronization of online stores and provide intelligent pricing and product selection.
The above picture shows the analysis of Yiguan 20 18 China second-hand idle goods trading platform: it can be seen that people pay more and more attention to the secondary utilization of resources. Second-hand cars, 3C digital products and luxury goods account for the largest proportion, but campus and books also account for a large proportion, and there is a great potential market for second-hand books.
Users always hope that their second-hand books can't be shelved all the time, hoping to play their surplus value in exchange for more benefits. For users who like paper reading, I also hope to buy second-hand books relative to new books at a cheaper price.
As can be seen from the above figure, by the end of 20 17, 45. 1% of Chinese adult citizens prefer "reading with paper books", accounting for the highest proportion, and no matter how true the data is, it at least proves that digital reading has not surpassed paper reading, and paper reading still occupies a considerable market share.
At present, in the field of book e-commerce in China, the main platforms for new book sales are Dangdang, JD.COM and Taobao. E-commerce platforms mainly engaged in second-hand books mainly include Zhuanzhuan and Idle Fish (C2C). All of them are based on B2C business, and user accumulation still stays at the transaction level. From 2065438+07 to 2065438+08, second-hand book trading platforms, such as catching more fish (C2B2C), swimming whales (C2B2C) and reading neighboring small books market (2B), appeared based on WeChat platform.
4.2. 1 book source
Book processing
After reading and using books, different people have different ways to acquire and deal with books, different demand points and different platform models. Fishing and roaming whales are mainly aimed at readers of ordinary paper books, and reading small book markets around them is mainly aimed at college students.
There are two situations when users buy books: 1. Want to buy a book; 2. Just browsing, I don't know what books to buy. In the case 1, users generally search directly, and the following are the search results of fishing more, roaming whales and reading the surrounding small book market:
As can be seen from the search results, I searched for the book "Weaving the Web" on both catching fish and roaming whales, and the types of books catching fish were obviously much more than those of roaming whales (because I couldn't find this book in the nearby small book market, I searched for books related to Grade 4 and 6). Judging from the types of books on the platform, after many searches, I found that books on catching more fish and roaming whales are more popular, and books on catching more fish are more complete than those on roaming whales. Books in the surrounding small book markets are mainly university teaching AIDS, and the search box can only search for teaching materials/teaching AIDS, while other books on the platform cannot be searched in the search box.
From the experience of search, only users can find the search results by entering the title/author/classification; Roaming whales need to enter the title/author, and the search results will only appear after clicking the search button; Looking at the nearby small book market, you also need to enter teaching materials/teaching AIDS and click the search button to see the search results. In particular, the location of the search button in the adjacent small book market is placed at the far left of the search box, which is not in line with the user's usage habits, and the button is very small, which is inconvenient for the user to operate in many scenes.
In the second case, users just wander around and don't know what books to buy. They check the classified recommendations of the platform, or decide to buy books that are doing activities. The following figure shows the recommended content of multi-fishing: the recommended content of multi-fishing is divided into 1. Platform recommendation; 2. User recommendation. The platform recommendation is divided into douban score 8.5, special price area, new publication, more expensive, more economical, new shelf, only catching more fish and so on. 2. User recommendation: There are more than 100 books on the home page. Users can choose a book list, choose "I'll sell one", fill in the title and why you recommend this book, and then recommend this book to this book list.
The platform recommendation system of roaming whales only has platform recommendation, which is also divided into recommendation list and recommendation classification. Among them, there are many kinds of recommended books, such as Good Morning America, Zoo in Books, Fruit of Life, etc. The names of books are all novel, and there are many books in a book list. The recommended categories are also very detailed, such as "Don't look at the blood deficiency series", "Little kids are in charge", "Look at the completion as an artist" and "Learn Chinese and Western by this". Among them, the big classification is subdivided, for example, "Don't look at the blood loss series" is subdivided into "Douban 8.0, new book express, expensive and reasonable" and so on.
There are only platform recommendations for reading small book markets around, which are divided into book list classification/recommendation and activity area. Among them, the book list classification is mainly divided into "civil service examination, postgraduate entrance examination, examination compilation, examination of lawyers, basic textbooks, bestsellers, English, accounting" and so on; Among them, activities are divided into three modes: "spike, bargain and team battle".
If the user selects a book and intends to add it to the shopping cart or buy it immediately, the following is the purchase page for eating more fish: the user can view the relevant information of the book (price, publishing house, publishing time, douban score, eating more fish for self-management, etc.). ), but also to find out how many people have sold this book, choose the appearance of the book (brand-new, good-looking, medium). The platform also has a corresponding picture display at the appearance level, of course.
Users can choose "arrival reminder" and "lock" after selecting books to add to the shopping cart, which is equivalent to making an appointment without paying a deposit. The lock-up period is 10 day and cannot be cancelled. If the price of books purchased by users is within 90 yuan, they need to pay the freight in 5 yuan. If the price exceeds 90, they will mail them on the platform. When paying, users can choose balance payment or WeChat payment, and they can enjoy 8.8% discount for balance payment, and they can get the balance by selling books to Duozhua Fish.
Users can view information about books (price, author, publishing house, publishing time, etc. When they choose the books on the roaming whale. When they choose to buy, they can choose the original price (the price of books on the platform) or the discount price (15% of the book price). Only by earning the book fee can you buy it at a discount. The main way to earn book fees is to sell idle books or invite new friends. Non-remote areas covered by 69 yuan.
Looking at the books on the platform of the neighboring small book market is relatively new, and the price is generally higher than the first two platforms. Book information includes price, publishing time, publishing house, douban score, remaining quantity, etc. Payment can only be made in cash, with freight ranging from 4 yuan to 26 yuan. Users can also sign in and punch in and exchange corresponding books every day.
Both fishing and roaming whales are C2B2C modes, and both take selling books as the first-level navigation entrance. There is no selling entrance in the small book market near reading. Below we mainly analyze the "selling books" function of fishing and whale swimming.
The following figure shows the book selling process of Duozhua Fish and Roaming Whale respectively: mobile phone code scanning/manual input, door-to-door pickup/free express delivery, approval/book payment receipt. These two platforms have high requirements for books, and the book fees obtained by selling books on the multi-fishing platform can be withdrawn to WeChat wallet or purchased on the multi-fishing platform; The original price of roaming whales is restored, but cash withdrawal is not supported. The book fees earned can only be bought at roaming whales.
The following figure shows the requirements for recycling books for roaming whales, including which books are not accepted by the platform, book quality, recycling price and other related issues. It can be seen that both platforms have strict control over book recycling (roaming whales only recycle 90% of new books), and the operation is relatively simple for users. The problem is that books sold by users may be returned, and if they are returned for the second time, users need to pay the freight themselves. I hope that the multi-fish platform will try to avoid this situation and strictly control the screening of books when users scan them (to improve the recycling rate); In the process of selling books, the platform should not only strictly control the quality and practicability of books, but also consider the convenience of users' operation.
From the type of books, catch more fish > roaming whales > read the nearby small book market. As far as users are concerned, books about catching more fish and roaming whales are more popular (basically excluding university teaching AIDS), while neighborhood reading books cut into the college student market (mainly teaching AIDS). In the business model, fishing and roaming whales are both C2B2C models. What needs to be considered is that in the process of C-end users selling books, the platform should not only strictly control the quality and practicability of books, but also consider the convenience of users' operation (improve the high-quality recycling rate). The small book market next door adopts 2B (highly centralized) mode, and attaches great importance to the accumulation and application of B-end data. There are more kinds of books on multi-fishing platforms, and books are divided into three grades: brand-new, good and medium, while roaming whales only recycle 90% of new books, which ensures the good appearance of books; The book fees obtained by selling books on the multi-catch fish platform can be withdrawn to WeChat wallet or purchased on the multi-catch fish platform. The original price of roaming whales is restored but cash withdrawal is not supported. The book fees earned can only be purchased at roaming whales. The market of reading neighboring books mainly cuts into the market of college students, and the books sold are mainly supplemented by university teaching, and the degree of renovation is also very high.
In short, in order to catch more fish and roaming whales, the most important thing is that the platform should not only strictly control the quality and practicality of books, but also consider the convenience of users' operation (improve the recycling rate of books). The most important thing for reading the neighboring small book market is to strictly control the appearance and quality of books.