Analysis report on competitive products of Chinese-character seal Vs ink and ink back character

China has the largest number of English learners in the world. The words college English, postgraduate English, TOEFL, IELTS, GRE and business English ... have become the bane of many people's English. With the rapid development of the Internet economy and the arrival of the era of knowledge payment, the word-memorizing app came into being. Many people began to give up the boring way of memorizing words with word books, and turned to memorizing word apps, which gradually became a force to be reckoned with in major software stores, directly reducing the time and space cost of memorizing words? .

1. Market positioning of enterprises and products:

Baizi chop is an English learning tool APP, which contains more than 40 sets of word lists. Users can choose the corresponding vocabulary according to their own needs and make their own learning plans. The key point is to find a new way to learn, taking the route of picture memorizing words and other ways, aiming at giving full play to the advantages of picture memorizing, making the meaning of words more specific, making the selected pictures more vivid and increasing the interest of memorizing words.

2. Income of enterprises and products:

Hundred words are profitable through peripheral means, with an annual revenue of 10 million. After a year of user competition, the tool products of education companies began to try to realize. Among them, the tool products of taking photos and answering questions took the lead in realizing one-on-one questioning by teachers.

1. Market positioning of enterprises and products:

Ink and ink memorizing words is an anti-forgetting English memorizing software. The same memory planning and efficient anti-forgetting strategies make memorizing words feel great. Ink and ink words record every bit of your review in the form of charts. Every time you review, you will have a sense of accomplishment. With rich reward strategies, you can effectively supervise people to review constantly.

2. Income of enterprises and products:

The income of ink and ink words is mainly because when users reach a certain word limit, they need to buy a word limit to continue learning. But even if you don't spend money, you can still get the maximum number of words by sharing punch cards. Although this has increased the user experience, it has greatly affected the company's revenue.

1. product positioning and objectives:

Chinese character chop is a lightweight tool for memorizing words. It is a "picture memorizing word software" developed by Chengdu Chaoyou akg Co., Ltd. for English learning. The software provides interesting pictures and examples for each word, making memorizing words a pleasure. Covers all English test vocabulary from junior high school, CET-4, Postgraduate Entrance Examination, IELTS and TOEFL.

Official slogan: It is necessary to recite words. The strongest English exam killer.

2. Target users and characteristics:

① Students at school: Faced with various test pressures.

Those who go abroad for further study: They must have certain English skills.

3 people who need to work: improve their English to get promotion opportunities.

1. product positioning and objectives:

Ink and ink words are an APP that helps users learn English words in case of forgetting. Ink-ink back words provide basic functions such as thesaurus query and word selection, and also add technologies such as big data+algorithm to realize efficient anti-forgetting strategies according to the forgetting curves of different users.

Official slogan: efficient anti-forgetting, mass memory and accurate planning.

2. Target users and characteristics:

Students at school: students who want to test English or simply improve their English ability.

(2) those who go abroad for further study: those who must have a strong vocabulary and are ready to go abroad.

Staff: people who study English hard for promotion opportunities.

1. Home page browsing:

Open the 100-word APP and an advertisement will come to you. Click skip to enter the home page. The specific page is as follows:

2.Word interface:

We will see a word interface when we click Start Reciting Words on the homepage.

3. Review interface:

Click Review in the status bar to enter the review interface.

4. Small lecture hall interface:

Click Review in the status bar to enter the small lecture hall interface.

5. Circular interface:

Click View in the status bar to enter the circle interface.

1. Review interface:

Open the ink and ink APP, the oncoming interface will open, and then directly enter the audit interface. The specific page is as follows:

2. Word selection interface:

Click Review in the status bar to enter the word selection interface.

3. Statistics-forgetting curve interface:

Click Review in the status bar to enter the statistics-forgetting curve interface.

4. Statistics-learning interface:

Click Review in the status bar to enter the statistical learning interface.

5. Set the interface:

Click View in the status bar to enter the setting interface.

1. Profit model:

? Hundreds of words to cut goods: channels include hundreds of words to cut shopping malls, hundreds of words to cut flagship stores, goods mainly include word book series, reading plan series and surrounding areas.

? Reward: Users can give 2, 5, 10 yuan and other rewards to the articles in the lecture hall.

? Course center: This can't be realized directly with a hundred-character seal, and it belongs to the company's profit model. It is only used for publicity, and will introduce the recent official course content and registration method of the hundred-character seal.

2. Operation strategy:

? Weibo: Baizijian has two active Weibo accounts, one is the official Weibo of Baizijian, and the other is the fan welfare number of Baizijian, which is mainly used for publicity and interaction.

? Micro signal. * *: micro signal. * * is the main battlefield of their propaganda. Compared with Weibo, WeChat has a wider audience, so it is more conducive to step-by-step word-of-mouth marketing. The content of micro-signal is mainly curriculum promotion, activity promotion and some guiding dry goods.

? Offline activities: often promote offline activities.

1. Profit model:

Value-added service: When users reach a certain word limit, they need to buy a word limit to continue their study.

Other services: ink reading provides English original book reading courses to attract users to sign up.

2. Operation strategy:

Sign-in: For users who don't want to buy value-added services, most of them will choose to sign in to break through the word limit. The more users log in, the more words will be rewarded. This way will increase user stickiness.

Sharing: Users can get a word limit of 20 words per day for each additional independent visit by sharing the page.

1. Advantages:

(1) Help to remember words according to the pictures:

By looking at pictures to enhance memory, people's memory of graphics is much stronger than that of words. Baizichop connects English words with Chinese definitions through pictures, and builds a vivid bridge, making it easier for users to remember words.

② "PK" function:

Users can choose to play a small game with others to see who can get the correct words with the highest accuracy in the shortest time. Use the desire of human nature to overcome the psychology of others to stimulate users' motivation to learn English.

③ Radio function:

The function of "word radio" has also greatly improved the interest in learning English. Users can choose "FM" or "TV" to watch the detailed explanation and scene demonstration of the words they learned that day.

2. Disadvantages:

① There is no relevant plan for children's oral training;

For oral English learning, Baizichan has introduced many ways of oral English training, but there is no such thing as children's English learning. Cake English has not launched a plan for children's oral English training for the time being, so it is lacking for children's oral English learning.

② Most users report that they have not learned many words in review:

Most users think that there are some problems with the function of Chinese character chop. Many times, some words have not been learned, but appear in the reviewed words.

③ Insufficient statistical function:

The statistical function of a hundred-character seal can only be counted if the customer clicks this function, which is very different from the software of "ink and ink back words"

3. Improvement plan:

(1) The default option for new words is changed to the combination of pictures and meanings:

Image memory is a way to assist memory, but not all words can be accurately expressed by images, and some words are easy to be recognized. However, it is impossible to confirm the corresponding relationship between pictures and words, which affects the user experience. Therefore, when learning new words, the default option is the combination of pictures and meanings, not just charts.

(2) A new introductory guide to memorizing words:

Some users think that there is something wrong with the function of the dictionary and that they have not learned knowledge. This is not because the software has no such function, but because users don't know that the related functions of memorizing words can be configured, so it is suggested to add a novice guide of "memorizing words settings".

③ Enrich statistical functions:

The existing statistical functions are based on tests. After the user tests, there will be data. If it is not tested, the data will directly follow last week's data, so the generation of this curve depends on the customer. If the customer does not test, the statistical curve is almost a waste. Therefore, it is suggested to enrich statistical functions to provide users with more intuitive and clear comparisons.

1. Advantages:

1 ink and ink is the most addictive app for punching, and the punching mechanism is particularly cute. There will be a sense of ceremony after signing in successfully, which makes people want to stop.

2 Let each independent word tailor the review plan for each word belonging to everyone according to the difficulty and everyone's memory difference, and arrange the next review when each word is about to reach the critical point.

(3) Record your daily review in the form of charts, each review has a sense of accomplishment, and there are rich reward strategies.

2. Disadvantages:

① The business model is immature;

Although ink words help users to remember English words effectively to a certain extent, the business model is not mature enough and the profit model is not perfect enough, so it is difficult for a company to support it.

② Single learning method:

Although the function of ink and ink words is powerful, the learning methods are few and single, and the functions are more diverse than those of hundred words.

③ The playability of the product is poor;

There are not many interesting words that can help people remember the playing function of words. Compared with Chinese seal, Chinese seal has great playability, such as "PK function" and "text radio station".

3. Improvement plan:

① Establish a more perfect business model;

As an English word learning software, Momobei words provide users with a good learning experience and effectively help users to resist forgetting. However, from the perspective of future development, the profit model of Momobei Ci is not perfect, and the operation and promotion model is relatively simple.

② Improve the social function of learning;

Ink and ink words have the function of learning and communication, and there are various groups in them. It is suggested that this function of learning to socialize by memorizing words can be improved, and a separate functional interface can be given to promote learning.

③ Introduce reading situation and combine it with forgetting curve;

Now the forgetting curve only applies to words memorized by ink and ink. In the future development, ink and ink can introduce reading situation and combine forgetting curve with users' reading situation to improve users' English learning efficiency more effectively.