Douban analysis report

I have been seeing the product manager and want to try to write some product analysis reports, so I made a simple analysis of douban.

Product positioning and function

Positioning: Do interesting things with interesting people.

Function:

Douban integrates all aspects of reading, movies, music, photography and other interests, providing users with a platform to share and watch high-quality content. At the same time, it also has the function of making friends in the same city and group, and users can trade and buy goods on Douban according to their own preferences.

Product development process

On March 6, 2005, Douban was officially launched.

In 2005, functions such as Douban movie, Douban reading, Douban music, Douban city and second-hand book and disc exchange were opened one after another. In June+February, 5438, the English version of douban.com was released.

In February 2006, there were more than 654.38 million registered users in Douban.com.

In 2007 165438+ 10/3, Douban members reached 1 10,000.

On August 15, 2008, Douban Plaza was launched.

On June 9, 2009, the beta version of Douban Radio officially began a small-scale public beta.

20 10 12.27, adzuki bean, the exclusive currency of douban, was launched.

201165438+1October 26th, the reading note function was launched.

20 12 65438+ 10/month 10, the new version of douban was launched, and the new version of douban was re-launched on the home page.

20 12 On May 7th, Douban's reading works were launched and officially put on sale.

On May 2012 17, Douban Film began to buy tickets and choose seats online.

20 12 In August, the monthly number of independent users (UV) has exceeded1000000, with an average daily PV1000000.

Product user analysis

Douban has been developed for 10 years. What is the current user situation of Douban? The following are the results of Baidu index and alexa statistics.

Through the above Baidu index and alexa query results, it can be seen that the main users of Douban are mainly distributed in the eastern coastal and central provinces with relatively developed economy, while the cities with more users are basically places with developed Internet, which may be inextricably linked; From the age of users, they are basically young users aged 20-39, and the proportion of 20-29 years old is over 50%; In terms of user gender, male users lead female users by 69%, which is 3 1%. It is worth mentioning that compared with other websites, the proportion of female users of Douban is still relatively high; Judging from the education level of users, the proportion of users with undergraduate education in Douban is significantly higher than that of other websites. Compared with other websites, users prefer to use douban at work, which is worth noting.

Product user behavior analysis

How did users come to Douban? Where did the user go after coming to Douban? The following are the statistical results of Baidu Index and alexa.

As can be seen from the above statistical results, the proportion from search engines is 15%, and a considerable number of users come to Douban website by searching for popular movies at present, which shows how influential Douban movies are. Before coming to Douban, more than 42% of users stayed on websites like Baidu, Google, Weibo, qq and Zhihu (Google actually accounted for 16%! ? ), these websites have introduced a large part of traffic to Douban.

As can be seen in the Baidu index, most users who search through Baidu flow to Douban movies and Douban FM, and these users watch popular movies and TV series through Douban.

Commercialization of products

Speaking of commercialization, this is a big aspect, and I think the students of Douban are also desperately trying to find a business road suitable for Douban. Now let's take a brief look at the existing commercial things of Douban.

The existing commercialization efforts of Douban include book shopping guide, Douban reading, movie ticket purchase, music charge, Douban things, Douban market, Douban one-on-one and mobile application. It can be seen that the commercialization of Douban involves all aspects of interests, just like Douban itself, from e-commerce to shopping guide entrance, to application stores and paid services, and of course, commercial advertisements that are indispensable for commercialization. I haven't found the latest information about Douban's revenue, but seeing the news that Douban will be acquired, I can clearly feel that the commercialization of Douban is not so smooth.

abstract

After 10 years of development, Douban has gradually become popular from the initial niche website, but the fresh temperament of Douban literature and art has not changed, which may be an important reason why Douban has developed for 10 years. At present, most users of Douban are urban youths, who are relatively educated and live in relatively developed cities. This group of people recorded and shared their favorite things on Douban based on their interests. Some of the contents they shared deeply influenced other users on the Internet, such as film reviews and book reviews on Douban.

However, with the continuous development of the Internet and the continuous progress of society, the mobility and time fragmentation of the Internet are becoming more and more obvious. New users flock to Douban, which will definitely affect the structure of Douban. It is a relatively slow process to produce high-quality content on douban. Maybe people will have less and less time to calm down and write a long film review. Maybe there will only be a brief review after every movie, book and music in the future. The commercialization of watercress is still being explored. Linking shopping guide information after high-quality content is a way out. E-commerce based on hobbies may be a breakthrough. Douban needs a business model that suits itself and can follow the big wave of the Internet. After all, an unprofitable product is doomed to failure.

Some products based on movies, reading, music, photography, etc. There are endless streams, and many of them rely on the three big trees of BAT. They may not be able to replace the unique temperament characteristics of douban, but they are far ahead in business. Douban products students have to refuel, and don't mention Douban at the end, leaving only film reviews as memories.

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