Brief description of those activity products

Due to take over the former product manager undecided products, under the internal contradictions, the main work in the early stage is to standardize management, internal negotiations, the promotion of new products online. The following is the way to explore the activity products.

I. Industry ENVIRONMENT

What is the activity? To put it plainly is the sum of the actions that unite together and complete a certain social function. When the activities in the offline life are hot, the internet age of the activities of the Web site is not the only. At least, did not see that activity site independent existence and fire up. Watercress with the city, micro-activities, are based on the extension of the matrix product form.

Perhaps, solitary is also a way of life. However, people are ultimately social, people need activities.

Watercress, micro-blog is not dedicated to do the activity site started, that vertical activities of the site can make a difference? With questions, start the Activity class product exploration road.

Ii. Product Status

At present, the largest daily activity class site independent IP---Watercress with the city 100,000, Sina Weibo micro-activity 270,000, rely on the parent to grow up the activity of the website, and the rapid expansion of the 58 in the city, net, the respective product structure contains the same city activity products, to help the maternal product extension and stability.

After investigation found that the existing activities of the product can be divided into four categories: Community class, social class, venues, Tools category.

As the activities of social products and activities Community products do not have very obvious product boundaries, here will be the activities of social products included in the activities of the Community products.

2.1 Community Class

Watercress and the city http://beijing.douban.com/

Watercress is the pride of the people, is the product circle recognized a wonderful flower. Here is not to repeat. Look under the watercress with the city's independent access traffic.

Summary：

Watercress with the city positioning in high-end literary activities, partial organizers. Cultural activities + Organizers

Activities cool positioning in sports dating activities, social activities biased. Group + activities + Find someone

Plancast positioning in the global high-end business activities, biased community. Plan + calendar + Share

Six-person line for active social networking activities + location + Group + Home

2.2 Ticket Class

Che Life Network Http://www.gewara.com/shanghai

Che Life network, mainly provide online ticketing, venue booking services. Provides a place of activity. Che Life Network headquarters in Shanghai, Shanghai Branch Station business more comprehensive. Although Guevara also provides users with the release of activities, but still on its own platform to release the main activities. Looking at the home page, Tile is a ticket-booking website. But in order to gather popularity, do the community, know and other products, also joined the user launched the function of the activity. Of course, user-initiated activities are related to the current type of ticketing activity.

Fig. 12 Grid Shanghai

Overall, the grid is a good case to combine ticketing and community. But the current focus on the ticketing class website.

Figure 13

Figure 14

From the Alexa query activity through the flow of data to reach a comprehensive ranking of 13,310, access to independent IP 42,600.

Magic Time Network http://www.mosh.cn

Magic Time Network is a very early focus on the activities of the marketing platform, mainly provide ticketing marketing services. Magic Time Network known as China's first activity network, do activities are indeed very early. At present, the product framework has activities to release, promotional activities marketing two products.

Figure 15 Magic Time Net

Figure 16 Magic Time Network Marketing platform

Figure 17

Figure 18

From the Alexa query activity through the flow of data to reach a comprehensive ranking of 45,205, access to independent IP 15,600.

Summary：

Che is positioned to provide venues for service booking + venue + Community

Magic Time Network positioning in the event marketing platform Organizers + activities + Ticketing + Marketing

2.3 Tool Class

Vasee http://www.vasee.com/

Vasee positioning is clear, focus on the active tool. Mainly provide activities to release, ticket sales, registration fees, Alliance extension services.

Map Vasee

Figure 20

Figure 21

Through the ucdchina of thousands of birds to know vasee. At present, vasee positioning business parties, more high-end. The website traffic is not very good at present, but I am very optimistic about this mode. To tools as a starting point, light, to create an active tool platform ecosystem, product layout thinking clearly, will be a promising prospect.

Summary：

Vasee positioning high-end business activities Launch + ticket sales + Alliance Promotion

Iii. Product Exploration

3.1 Types of activities to explore

For their own products, but also want to be meaningful to the community. Attention to human nature and life, can well deepen my thinking about products.

For active products, it is obvious that the product is positioned from the activity type of the product. In combination with their own thinking, the current type of activity is defined as follows---

3.1.1 Flexible activity

Flexible activities, that is, individual initiation, stress needs, can be adjusted or canceled activity types. such as dinner, bucket landlord, K song, such as their own small demand, the number of frequent launches. Once other important events are encountered, such activities are adjusted or sacrificed.

Salient features: Based on the scene of the individual emotional level of demand. It is generally a lateral class activity.

Product form: IM, MO, micro-letter products, do not have to participate in the process, contact can be.

3.1.2 Hard Activities

A hard activity, that is, a type of activity that is initiated by the organizers, planned requirements, poorly adjusted or canceled. such as technology talks, music operas, entrepreneurial demonstrations, sports, movies, conferences, business, parties, education and so on. Such activities are likely to be adjusted or sacrificed in accordance with the plan or process.

Salient features: the need for a rational level of individual development based on stage. It is generally an upward class activity.

Product form: Activity platform, tool products, have to participate in the process, the completion of the operation after the participation.

3.2 User Group Exploration

3.2.1 User Group Type

According to the above defined elastic activity, the rigid activity theory, the same person may be the user of the two types of activity products. After all, a person has two sides of sensibility and rationality, not contradictory coexist. To better explore the user group type, the following or from the activity type aspect distinguishes the user group type, namely the flexible activity class, the Hard activity class product user.

3.2.2 User Active Time

The internet has a very obvious phenomenon. That is, Monday-Friday site traffic stability, one to the weekend, the flow was significantly reduced. Can be understood as false holiday users more opportunities to go out, resulting in fewer web site access users, Web site traffic down.

Active analysis and demonstration on weekdays and weekends

All activities of the site, only watercress with the city's data is worth studying and analysis (other activities are in the early stage of the product.) )

Fig. 22 The user group properties of watercress

From Figure 22 you can see that the bean Paste user group attributes mainly between 20-35 years old, education mainly for undergraduate, college and above the workplace users. This user group is also in line with the current Internet mainstream netizens.

Figure 23 Watercress City September 2012 data

Figure 23 for colleagues to help analysis of watercress September 2012 activity data. The left is the number of activities under an activity type. The bottom is September 1-30th in detail what type of activity is under a certain day period. The red block indicates the weekend time, and the blue block is the weekday time. The adjacent gray Line is Saturday, Sunday two days.

Graphic Interpretation: The data show that most activity types peaked in Saturday and that the number of activities carried out in Sunday was less than Saturday. Saturday to play, Sunday can rest. Otherwise, Sunday will be fun, and Monday needs to cushion the rest. This will affect your work.

The activities of the parties and lectures are more volatile than other types of activities. September is a magical day. Because the back is two knots. Tourism and sports activities increased in September. Look again oh, the public welfare activities are not affected by the time period, fluctuations are not very large, but also in line with the activity of the week is significantly lower than the weekend rules.

The active time of users based on flexible activity products is generally at night.

User active time based on hard activity products is generally the day of the holiday.

The view of night and day active time has no reliable data support. Have the opportunity to analyze the argument in detail.

3.3 Product Direction Exploration

The activity product contains three main elements: activity, place, person.

Start thinking about the active product direction from these three elements:

Activities

Activities, that is, activity information, is the site to provide information on activities? Are all households provided or certified by the organizers?

Direction: can go to the independent editor to provide activity information, let the certification through the Organizer to publish the activity information, let the user publish the activity information independently. Starting with the activity information, there are 3 paths.

Place

Location, place of activity. Is it a stationary place or an arbitrary place?

Direction point: Fixed place, you can provide a place booking or booking. Random place, you can go to the location wiki edit, interesting net fixed location information.

People

A person who participates in an activity. Is it an acquaintance activity or a stranger activity? Acquaintances activities, good from tools to start, publish, collect tools. Strangers activities, you need to establish a good faith system. The whole driving force of the stranger's activities needs to be clear, the integrity system is the key.

3.3.1 Field Directions

Figure 24

July 11, I started building the product architecture from the location. The whole product driving force lies in the wiki editing mode of the site.

Wiki cooperation editor, trust users to jointly maintain. There are always so many free fun venues (places), free as a strong driving force, mobile end products with the development of a site to shoot products, users mobile phone positioning, real-time accurate sharing to establish a site database. The activity location data will be the barrier of the activity product, once the barrier forms, the backward person will be difficult to enter.

The creative venue fee is from the apps list in Apple's App store. At that time, the reason for the free and charging venues was that there were flexible activities and rigid activities in the products that took over.

Site homepage, activity information and venue Association. Focus on the site, then focus on the activities of the ground floor. Let the site be connected to the entire active product line.

Admittedly, site wiki editing mode, focus on the site home page for reference and knowledge of product form. But more.

3.3.2 Stranger Direction

At that time the boss identified the product user as an activity between strangers. But the problem that the stranger activities must solve is the integrity system. Then the relevant other systems need to get through.

Boss's request:

Find a way to ensure that the activity is effectively achieved.

Same Requirement 1

Same Requirement 2

Then, I wonder if there is a similar product in the Internet, or a product model that can be borrowed? Similar products, at that time, I have not found a domestic and foreign search. Is there a product model that can be borrowed? Then I thought of the consumer-to-consumer model of the electric quotient.

The Consumer-to-consumer model of electric quotient includes four systems: Information system, credit system, payment system and logistics system. The four systems complement each other to ensure the development of the electric business industry. Successful case: Taobao.

Along the lines of this model, I dissected the factors that might affect activities in the entire process of participating in the activity.

Figure 25

In Figure 25, I analyze the five major systems that affect activities: communication systems, integrity systems, drive systems, regional systems, and platform systems.

Communication system, to inform users whether online channel, if you are online, you are invited to participate in the activities of the high probability.

Integrity system, in the personal data has integrity Certification (mobile phone number, ID card), the number of appointments (the enthusiasm of the appointment).

Drive system, like online shopping, active and passive. Purposeful, the direct initiative to choose activities to participate in. Passive, you need to have a point of attraction, such as beauty or other interests to organize things (like shopping), and then participate in activities.

Regional system, to the peripheral distance users, activities recommended, to participate in the event destination traffic information support.

Platform system, that is, the web side, mobile phone, flat-end products, such as data synchronization across the platform, Cross-platform user experience ductility.

Integrity system, that is, after the activities of the topic, photo sharing; The sponsor or sponsor of the event does not stand up to the person.

3.3.3 The direction of the career people

The product architecture above 3.3.1 and 3.3.2 is the idea of July. There are good ideas and a lack of consideration.

I've been thinking about a few questions:

Who is participating in the flexible activities?

Who are taking part in hard activities?

Who needs activities more?

Who can't do the activities?

Who has the opportunity to live?

In fact, in my lame definition of flexible activities, hard activities, the two major types of activities have been given the most significant characteristics and suitable for their respective types of activities of the product shape.

Flexible activities, too much control, give you a tool, or channel you can set up flexible activities at any time. There are a lot of such products now. Many of the products on the mobile end already have the function of establishing this channel.

Hard activities, a lot of opportunities exist.

Figure 26

Activities, places, people, activities, three elements, figure 26 Why there is no place?

In fact, the location is where I have been too magnified. Here is my confession.

Place, why shouldn't it be the point?

Today's activities are not likely to go across urban areas. belong to the same city. Is Beijing big? is the subway 2 hours long enough to cross the city? So the time cost overcomes the space distance. Location, not a problem.

Since it is hard activity, here there is no reason to dispute 5 minutes and 2 hours of space distance. Location, not a problem.

Is it better to push users around according to the location? Push the user, is not conducive to product positioning. Product form for the workplace activity positioning. Besides, how close are you to pushing a close user? The difference between 5 minutes and 2 hours is great??? Location, not a problem.

Site booking is equivalent to the venue provider organized activities, users online booking is equivalent to enroll. Here, a separate venue booking, like online enrollment to participate in the form of activities, there is no need to make a separate site booking channels, into the activities of the registration process is desirable. Location, not a problem.

Activities are achieved, not the focus.

1, in some of the activities of products, there is a general need for 20-25 people to participate in the scope of the number of restrictions. If the number of persons is not 20, the activity may not be held as scheduled, that is, the activity has not been achieved. But in hard activities, it is necessary to hold it as scheduled.

2. In Figure 26, Monday-Friday is the registration time, and the number of people before the start of the weekend activity is sufficient to Shang. On the contrary, there is a need to limit the number of people to reach the maximum limit. After all, more than the number of participants, the final experience will be good, bad, bad.

Activity start time, is the focus.

What's the reason? Detailed look at the working days in 3.2.2, weekend active time analysis and demonstration, and figure 26 illustrates, here do not repeat.

Iv. Product Future

4.1 Product positioning

The existing independent activity class product, whether is the Community class, or the ticket class, the tool class product, has not achieved the accurate precise localization in the user group. Are you fast food or food? Products are too homogeneous, blurring the boundary between each other, resulting in similar products are not good.

Do not say must be maverick, have to do what the world has not done. The point is that the product needs to be focused and focused.

4.2 Product Innovation

The product uses the scene custom. Buy books when run to the watercress to see the book review, want to see a movie when run to watercress to see the film, Night Lonely When you will open micro-letter, have not know Baidu, every day 10:00 from the start of the gathering value ... This is the product usage scene habit. Let the user develop this custom product, you have done?

Working hard in the workplace, Monday-Friday is full of the need for attendance. Every day is so tired, even if the sex also have no mood and energy. (Do you do flexible activities during this period?) Yes, this time micro-letter, the MO did. Do you have a chance?

Have you noticed that the obvious weekend time in the Activity class site is getting much older. Activities from Monday to Friday were not many. Unless, that's the food for people over 35 years old.

Have you found that the working circle is really small and small? You don't know who you are, and you're the last one left. Man belongs to the society, and activity is a social form. Workplace sharing, venues, joint ventures and other types of activities can be, and eagerly look forward to.

Whether, from Monday to Friday, rest assured to sign up for the event, the weekend to relax and start? Your classmate, TA has weekend.

It's just a little innovation on the activity register and start time. There is much more to the innovation of activity products. I need to use practice to prove that these innovations are feasible, and I look forward to a private exchange.