Rauschecker published a keynote speech on mobile-end female user behavior habit analysis

August 28-29th, the revamping annual meeting in 2014 was successfully held in Beijing Kun Tai Hotel, during the two-day conference, the first day was three special sessions of mobile, channel and brand, the main venue was the next day. The theme of this annual meeting is "broken", that is, "broken, break, break", the aim is to break the plight of the traditional electric business thinking limitations, set up new ideas. Dedicated to create a platform for innovation in the electric business industry, from a professional perspective for the electrical business colleagues to solve the entrepreneurial process encountered in the most practical problems.

On the 28th morning of the mobile special, aunt, the founder of Rauschecker published the "Mobile end of female users Behavior Habits analysis" keynote speech.

Does he start his own business as a mobile product? The study found that women's similarity is bigger than we think, whether we have something in common at a certain point of value. Second, the difference between women is greater than the imagination, for example, about big aunt the color selection of the page. We think that the mobile Internet actually gives users more and more like the offline to give users everything, you have rich selectivity, your threshold is lower, you choose more, perhaps one day found that the Internet and offline difference is very similar. Why say O2O is very important, because everybody chooses the space to be many.

Female purchase is not a person in the attention, she is shopping she will pay attention to her boudoir how to see, friends how to see, how husband look, this can set a lot of influence her purchase of the application.

The following is the original Rauschecker speech:

Just Chen to us to share the content also very let us shock, in fact, few entrepreneurs for the dream or for the things that have not yet realized to spread their imagination wings, so from a line of companies to save the line under the company, in fact, I also deeply touched. I was invited today to share a topic called female mobile End user behavior resolution.

Some of my points are not necessarily all for the mobile end, but a rich collection of behavioral data, so that behavioral data can be more statistical methods to make the data happy. What I really want to talk about is the 7 behavioral features of the mobile Internet that I've observed today, as well as the female users around me, and the interesting reactions they have made in the face of spending and social opinion decisions.

The female user's behavior habit imagines the space to be big

1th, I found that women are more similar than we think, whether we have something in common in a certain value point, for example, men like to play in small cars as children, grow up want to have a Lamborghini, this is the same point. But in the female group similarity is very big, I have sent a post in my aunt, there is a girl on line to state such a story, if the rational objective to state, the truth is this. A girl's brother wants to read, her parents died a long time, she has been taking care of her brother, she has been to legal working age, she worked in the night, one day met a male guest, she fell in love with the male guests, and later found herself pregnant, found that the male guest is a family, she was cheated. Most men hear is: There is a girl to the younger brother to read, in order to survive to find work, for his brother and himself at the expense of the body and heart, is estimated to be cheated, found that there are family, pregnant, the result was cheated. That's what male users hear. Women listen to this, the girl brother to read, found an improper reason to not study hard, in the night work, meet a man and fall in love with him, the youngest, and then die. Surprisingly similar, we found that after sending this post, all the women are dumping her sexual to attack this point, our company's men think it's okay. In both men and women, the mainstream of women's common values is dominance. None of the female users in the post in solidarity with the girl, in the female consumption concept of the mainstream really become dominated.

The second is that the difference between women is greater than imagined, for example, about big aunt? Page color selection, we found 20 girls, the result of each person gave the color basically have their own definition, some people think that black too, some people think pink too tender, some people feel purple too curtains, always have their own reasons.

(show pictures) For example, when you see this picture, we found that women are also the main car consumer, auto Enterprises began to cast some ads in the aunt, we also do the preliminary investigation, we take some what advertising, an Audi Q7, a Offelley of the branch, we found in the community, the branch of the Q7 is higher. When we find that we do more sports car commercials, when someone gives you a choice, when you give the answer is one or two, the woman's choice may be unexpected. I do not know if you have to do sanitary napkin industry, China to do sanitary napkins, the effective brand is 6,000, the 6,000 brands inside, how many home operation is very good, more than 5 years, there are 1000, that is 6,000 inside 1000 home is done very well. We think that the mobile Internet actually gives users more and more like the offline to give users everything, you have rich selectivity, your threshold is lower, you choose more, perhaps one day found that the Internet and offline difference is very similar. Why say O2O is very important, because everybody chooses the space to be many.

Female consumption behavior influenced by friends around

Today I see the data is mobile internet in crazy details to go deep into every user, every user in the heart. I think the mobile end of the female behavioral ecology will support more vertical and featured products, and services coexist, not mergers. I will find that we started doing the bio-cycle software in China, and I found that there are a lot of companies doing it, and they all live very well. Including like Chen, Chen invented the song, later appeared more singing software, but also survive very well.

The third is what is why. I've had someone recommend a car to my wife, and the car salesman said he wanted to buy it. Focusing on the horsepower and storage space of this car, you will find that a lot of men are considering the content, but the reason why my wife bought it is not because of what he said, but because of the other girl who sold it, she said, the car is running fast Like I open a small car sometimes very suppress, you this car stepped on the accelerator passed, but also can plug two baby car, can also take the family out to barbecue. The girl inlaid the guests into the scene. Because of the diversity of low threshold mobile application bursts, a user has full choice, women began to reflect on the practical value. Two habits quickly build trust in new brands, like most applications of mobile internet, the most fire no more than 3-4 years of time, but has been deeply rooted, become a you are very trustworthy, the same acceptance of new products also began to gradually replace, which is what I want to say the mobile internet outbreak, In fact, not only in the mobile internet itself what happened, the new brand in the production of products in line with the extreme, new products will also have a great degree of acceptance.

Fourth, the female purchase is not a person in the attention, she is shopping she will pay attention to her boudoir how to see, friends how to see, husband how to see, this can set a lot of influence her purchase of the application.

Mobile internet age to cultivate female demand discrete life, unable to make decisions, for the people around me, like ants, this era of consumption, the logic of the discussion makes women more and more like discrete life, what to eat to consider what. Second word of mouth and quality will be the only important factor, the true quality and reputation of your service will become the area that the user would not recommend it, and whether your product will fire up. This is a time when only cooperation can win.

Brand cycle will also affect the female user brand view

Fifth, when building a brand new building today, brand infrastructure projects are becoming more and more important. We have posted a post, a Japanese study, the Men of Tintin can affect the IQ of men, one of the girls said that Japan's research is not credible, later discussions are the subject of deviation.

Sixth, pay attention to the impact of the cycle, because women and men are not a creature, men are grass, only grow up and dead state. A woman is a flower, a variety of states, in the physiological cycle is also different. The data is interesting, the same ads, the girls in different cycles, there are a lot of data is also digging in the end is why, we look at women's behavior can not be as single as men.

Seven, I think this era service is greater than the product, I participate in more is the health and health of the Assembly, a lot of people to see the doctor, why we are not satisfied with the medical system, I queued two or three hours of the team, he only gave me three minutes, very again to tell me what I am ill.

This is my own business for more than four years, can see the difference of female consumers.