GE--How to get rid of app speed certain?

Someone pointed out: "The app has an average life cycle of only 10 months, and 85% of users will delete their downloaded apps from their phones within 1 months, and after 5 months, the app will have a retention rate of just 5%." ”

For reasons of low retention, GE feels that "in general, an app has its own unique and fairly fixed life cycle." The main reason for the current short life cycle is that the homogeneity of competition is severe, and some apps lack effective operation, resulting in user churn. In fact, the app is suffering from a variety of "diseases", which results in a low retention rate.

Homogeneous competition

Because of the low development threshold and the saturation of the entire app market, homogeneous applications are flooding the market. And the homogeneity of one of the biggest reasons is that at present, a lot of app development, positioning is not clear, the need for confusion, can be summed up as the following "illness."

Forum sickness: Some old app entrepreneurs have been through the BBS era, so from the beginning they didn't know where the difference between social and community.
Minority disease: Now the market everyone speaks small and beautiful, but small and the United States is definitely not a simple minority.
Westernization disease: Foreign What fire, domestic entrepreneurs do what. In fact, many foreign products may not adapt to China at all. Analysis of demand, rather than copying the play routines, to find the corresponding new generation of young people are not satisfied with the demand, with the localization of fresh play to meet, is the way to win.
A recruit fresh sickness: a lot of products come up the idea is really good, but the lack of continuous innovation iteration ability, prematurely put the resources into the tactical operation, rather than the strategic level of product grinding, this is a fire on the deceased's common disease.
Improper operation

In addition to the homogeneity of the competition leads to unclear positioning of developers, the need for confusion, the internal reasons for the developer itself is also an important factor leading to the short life cycle of the app.
For example, some app developers just focus on development, but how to run users after the online, improve the retention rate, etc., seems very vacant. For example, at the operational level, developers need more tools such as statistical analysis, message push, and user feedback to achieve more granular operations for user marketing and fine-grained management of entrepreneurial teams. Ye Shi says developers need to continually meet the needs of their users and focus on data-based operations. "Because users ' points of interest are constantly migrating, this is both a test and an opportunity for developers. ”
The reality is that, at present, most entrepreneurial teams are difficult to achieve the above requirements, and in the operation, management, marketing shows the following "lesions."
Propaganda disease: Go to see AppStore, how much propaganda copy let consumers see the heart straight itch, but after downloading most consumers will be very disappointed, propaganda over led to greatly raise the user's expectations, once the experience can not keep up, even if it is already very good products, it will inevitably be rejected.

High-cost disease: consumers are too expensive to participate in some apps. For example, if consumers want to find a sense of presence and belonging in an app, they must take a video or record a sound or go somewhere, exhausted.

Transfer cost disease: Some products, have done very carefully, very good, but because the product corresponding to the demand may have been a competitor fully satisfied, resulting in the user's transfer cost is too high.

Rushed into the disease: social apps have the highest mortality rate. Social products In fact the threshold is not the idea or product, but in the operation, here is the entrepreneur's understanding of the user, the resources of the control, and with the platform to dance, the ability to access users from the platform, the topic of the production of public relations ability, financing capacity. There are too many entrepreneurs in the social apps field who are too confused to get the most out of the picture.

Information overload disease: a lot of social apps, the user just entered the experience really did not say, but often in the number of users rapid explosion, this kind of app, fell into the information overload of the ocean, gradually abandoned by users.

Lack of financing capacity disease: it is very difficult to have hematopoietic ability, but also want to burn money to make a large number of users, this needs to invest a lot of blood transfusion, so financing capacity and timing determines the life and death of many apps. Missing financing opportunities is sometimes deadly.
App entrepreneur "on hand": Brush list Promotion Increase cost
For app entrepreneurs, to get users, promotion is the sill of the past. "Daily economic news" reporter learned that the current app promotion costs are quite high, most of the entrepreneurs to develop the app because it can not get more promotional costs in the app store to occupy a better list of units and recommendations, resulting in the inability to get a good exposure and no one, and then in the app's vast ocean of silence. In addition, the application in the promotion of the various industry abuses, such as the secret of the industry open-"brush list", become a constraint on the development of entrepreneurs another stumbling block, to a certain extent, the app high death rate.

It is understood that at present, due to the application store in the list of units is very scarce, some apps in order to obtain better exposure and display, will hire "Navy" and brush list company through a lot of repetitive labor, such as comments, downloads, retention, etc. to obtain rankings and resources, and maintain a look good operational status. In mobile internet circles, especially in the game app with huge cash flow, the brush list is almost standard.

Some people in the industry point out that "both large companies and entrepreneurs are brushing the list." Some game companies will even invest in a number of brush list companies dedicated to their own game brush list. ”

More notable is that the brush list is mainly concentrated in the Apple store, although there are many Android, but there is no serious Apple store.

Mainly because Apple has no external channels, the domestic Android channel, the resources can be purchased through business cooperation, in other words, willing to spend money, but the app rankings of Apple store, mostly based on Apple's very strict algorithm to rank, as well as the editing of selected boutique applications, will not be disturbed by other factors, This has ensured objectivity and fairness to a certain extent, but for this reason, the Apple Store has become the hardest hit in the brush list.
From this point of view, whether it is business cooperation to buy resources, or to carry out "brush list" needs to be invested, which to a certain extent, increase the cost of app developers, for large companies, such as the brush list and other spending may be a "small money", but for the developers just starting a business is a big expense.
In addition, entrepreneurial apps in the face of channel vendors are also in an asymmetric position, as the above-mentioned entrepreneurs say, in the face of strong channels, they can only "crazy." Because the channel with its user advantage, has established a very solid position in the mobile Internet ecosystem, some strong first-line application store channels, divided into proportion from 5:5 to 7:3, a strong degree visible. This can also be seen from the other side of the app to promote the cost of higher.
It is understood that the general definition of the channel refers to the app Store, according to the system type can be divided into the Android store and Apple Store, because the Apple system is closed, users can only download the app from the Apple Store, Android system can be downloaded through the Google App store Google Play app, but because Google Play is not available in our country, making the third-party app store rise rapidly.
At present, the daily distribution of domestic app stores reaches 360 million. These large application distribution markets occupy more than 80% of the country's distribution share, and app developers who want to get users, upload apps to these different channels and get traffic in a variety of ways.
App Startup Window 3 months in a short period of time, death is difficult
At present, China has the largest number of smart phone users in the country, so countless entrepreneurs are pouring into the field of app development. However, the brutal reality is that some apps have not been developed in the womb, some births are death, more although still in the application of the market, but already no one. According to a report released by Eric, the average life cycle for domestic apps is only 10 months, and the app's retention rate is only 5%. Does the app's death wave pour cold water on the mobile internet entrepreneur? What is behind the app death wave?

In recent years, with the rapid rise of mobile internet, as well as the low cost and industry threshold, and the initial and foreign gap is not small, coupled with the cheetah, Mo Mo and other mobile internet companies successful listing of the demonstration effect, app development has become the current trend of entrepreneurial direction.
GE statistics show that in 2014 years, only half of the time the domestic app increased by 100,000. According to a report released recently, the domestic application market in statistics has more than 4 million levels, but the zombie application accounted for 80%. In 100 dead apps, social class accounted for 35%, the highest mortality category. And in social app developers, there are a lot of entrepreneurs.

Zhuge Liang: HTTP://ZHUGEIO.COM/NEWS/?P=236/?LCJ

GE--How to get rid of app speed certain?