Ink weather analysis report

Ink weather is an application that provides weather information to users through mobile phones, tablets or TV terminals. Since the establishment of 20 10, the cumulative installed users have reached 556 million. According to the statistics of Analysys, by the end of 20 18, ink weather ranked 3 1 in the whole application network, second in the first-level field of practical tools, and first in the second-level field of weather application, accounting for more than 50% of the market. It is a veritable weather unicorn.

During the three-month period from August to September of 20 17, the monthly active users of ink weather exceeded 1 100 million, of which 1 12626500 in September was close to a quarter of Taobao users, far exceeding other similar applications. In terms of brand recognition and user satisfaction, ink weather is also in the leading position in the industry, occupying a major position in the market.

At the beginning of 20 18, according to the prospectus of growth enterprise market submitted by Beijing Ink Fengyun Technology Co., Ltd. to the CSRC, the net profit of Ink Weather in 20 17 was 47,293,200 yuan.

The main income of ink weather comes from advertising revenue, accounting for more than 90%, and the income is single. In recent years, the proportion of weather forecasting modules attached to mobile devices and other applications is getting higher and higher, and the accuracy is getting higher and higher, and the traffic of ink weather is being eroded. In addition, more than 90% of users only installed one weather application, which shows that the accuracy of weather forecasting applications on the market is close, and one application can meet the needs of users. Although the ink weather relies heavily on the user path and occupies a huge amount of traffic because of its early entry, it has no obvious difference from other similar applications in core functions, high substitutability and no obvious competition barriers.

Second, user analysis.

1, user portrait

The users of ink weather are mainly middle-aged and above, up to 90%, of which 75% are 30-50 years old, 50 years old or above accounts for 15%, and the ratio of male to female is 3:2. Middle-aged people need more weather. In terms of geographical distribution, users above the fifth floor come from East China and Central China, mainly concentrated in provinces with large population and great mobility, among which Shandong, Henan and Jiangsu are the most.

After the age of 30, most people's lives tend to be stable, and the focus is gradually concentrated on family and work. They begin to plan their work and life, and pay attention to any events that can affect their plans. Middle-aged men pay more attention to avoiding risks and have higher requirements for planning their lives. The user's portrait of ink weather is: male-dominated, aged 30 to 50, with a large population and a large mobile area, pursuing planned life and quality of life.

2. Users use the path

From the user's point of view, the user enters the APP with the following scenarios: morning and evening: determine the weather, dress the next day, rain gear, and travel mode; Going out: check the weather at a specific time and place in the future and pay attention to it at any time; Pay attention to abnormal weather: the impact on yourself (worry about relatives and friends, or be prepared for prevention), or be curious about national affairs.

From this, we can extract user requirements:

Need to check the local weather in the next day or days; Need to check the weather around, there are channels to obtain local real-time situation; Need to be able to understand extreme weather conditions at home and around the world; Need a platform that can record and share good weather and good mood.

Users are concentrated over 30 years old. This group of people should take care of their careers and families. Time is fragmented and there is no overall time to pay attention to the outside world. But this kind of people are more eager to communicate with the outside world and understand the information from the outside world. So valuable information is also the demand of users.

Third, functional analysis.

The four core plates of ink weather: weather, time scene, shopping mall and me. The core purpose of user's input of ink weather is to obtain the weather situation today or in recent days. On the basis of meeting this core demand, the possibility of social and e-commerce profitability can be derived.

1, weather board

As a weather tool application, I believe that all users are most concerned about the weather forecast function. Let's compare ink weather with other weather forecasts of similar applications:

As can be seen from the figure, whether it is the ink weather with high monthly activity or the 7-day weather forecast with low monthly activity, the weather forecast within 7 days is basically the same, which shows that in terms of weather forecast, the ink weather is not dominant, the weather is just needed, the ink weather is not just needed, and there is no effective barrier in function.

In addition, the forecast results of the weather at a specific time and on different dates are also different, which shows that: (1) the weather forecast needs to be improved; Users need to pay attention to the weather at all times, and there are many opportunities to use the application; There is little difference in weather forecast between different applications. As an application, the user experience is the most important. Let's take a look at the typography of ink weather on the weather function page.

The ink weather weather function page is blue as a whole, with a lake in the background, an ancient pavilion in the lake and hazy mountains in the distance. The picture is beautiful, showing the ancient charm of the East. At the bottom of the page is the weather of the day and the next day. In the lower right corner is the dressing assistant and real-time voice broadcast. The upper left corner is the weather of the day, and the upper right corner is three function entrances. Generally speaking, the weather function page gives people a comfortable feeling and can see the weather situation of the day at a glance.

Three function entrances:

The first one is a chess advertisement;

The second point is the air quality, and a map of Gao De appears in the drop-down box.

The third is the short-term weather situation. The following is the dynamic cloud picture of Gaode map.

On the weather function page, the information users can obtain can be summarized as: weather information, air conditions, dressing suggestions and advertising content. There is little output content and valuable information on the weather function page. Advertising insertion and advertising entrance, to some extent, reduce the user experience and indirectly reduce the professionalism and specificity of the application.

If an application wants to improve users' usage time and make profits, the most important thing is credibility and reliability, that is, the consulting or service provided is reliable. The professionalism, specificity and refinement of a tool application is the key to improve the user's trust.

If I were the Prime Minister:

A, increase content output, enrich forecast content, and let users get more valuable information, such as pushing weather elements: air pressure, cloud movement, air humidity, etc. By illustrating the situation, estimate the possible impact on the weather and the duration of the impact;

B, establish the content output mode of "Weather+"to let users get more valuable information, such as setting up weather news columns, reporting the climate situation in various places irregularly, and increasing the information output of extreme weather and meteorological wonders.

C, enhance core functions, reduce substitutability, and form obvious competition barriers and brand effects, such as: counting the emissions of polluting enterprises and vehicle information in various regions, establishing models, predicting future air conditions (such as predicting winter smog in Northeast China), and being a folk weather monitoring and reporting institution.

2. Social part of time and scene

The time scene function is a section focusing on picture socialization, and it is a time scene community created by ink weather, providing users with a real-time interactive platform for sharing meteorological information. In other words, Scenery Community is a sharing social platform with weather as the theme and pictures as the carrier. Its core function is to provide real-time meteorological information, from which communication and interaction can be derived.

The ink weather time scene section is divided into ten parts: moments around us, time scene dynamics, time scene topics, time scene activities, postcards, heat map recommendations, leaderboards, cloud pictures, aerial photography areas and integral mall. In addition, there are nine sections below: recommendation, sky, landscape, aerial photography, architecture, mission, plants, lovely pets and others.

The drop-down list includes six sections: moments around us, popular cities, city rankings, official certification list, official recommendation list, photography knowledge and world moments.

The scenic community has a 15 section, which is a bit confusing and dazzling. I don't know how to retrieve valid information, and the content is duplicate.

Picture interaction: follow, like, collect, forward and comment.

The scene community is mainly based on picture socialization, and 30 groups of users are randomly selected for statistics. The statistical rules are as follows: the duration of building a household is more than 6 months, the time of posting is more than 100,' time around' 10, and' live activities' 20.

Statistics show that:

A. The male-female ratio of users is close to 3: 2, which is consistent with the user portrait. Women are concentrated in 30 to 40 years old, and men are concentrated in 50 years old, accounting for 30% of the total number;

B, the number of photos posted, women around the age of 30 and men around the age of 50 posted the most photos, with an average of more than 500. They are the main' grain-producing' group in Shijing community. Among men, the older they are, the greater the number of photos.

C, the frequency of sending pictures, in months, with less communication and interaction;

D, women's photo addresses are mostly concentrated in one place or nearby, and men mainly travel;

E. The number of high-quality pictures is less than 10%, and the number of pictures is less than 5%;

F, the number of high-quality picture interactions is obviously high, and the figure of 50-year-old people often appears among active people.

From this, it can be concluded that Shijing community lacks high-quality pictures and less communication and interaction. The main user groups are men aged around 50 and women aged 30 to 40, and the age of male users is relatively concentrated.

Cause analysis: Most 30-year-old women have given birth to babies, and they have become babysitters. The babies are 2-5 years old. If you are a full-time wife, you will have more time to pay attention to life and share life; And male users around 50 years old have got rid of the pressure of family life. These people have both time and savings, and they begin to pay attention to the quality of life and like to travel.

Personal experience of scene community: monotonous interactive function, less communication, low image quality, low user viscosity and low interactive frequency.

As a social section attached to ink weather, it has millions of traffic. Why is the user viscosity and communication frequency so low?

From the block model of Shijing community, we can see that Shijing community focuses on quantity, not quality, and lacks deep cultivation and analysis of the needs of mainstream users.

If I were the Prime Minister:

A, accurately locate the user group days, and provide targeted solutions to break the face, such as: the travel needs of people around 50 years old;

B, increase interactive ways to make communication between ink friends more convenient, such as adding private messages, inquiries, gathering with ink friends in the same city, meeting in different places and other functions;

C, streamlining the community module, changing it into a drop-down type, and enhancing the search function, such as integrating functional options such as sky and landscape aerial photography into the search function;

D, sorting out picture resources, forming a high-quality material library, and increasing the viscosity of users;

E, analyze the needs of users and increase the sources of high-quality pictures, such as cooperating with freelancers and professional photographers to increase high-quality works;

F, open a picture and a story plate, the monotonous picture is dead, the story is alive, the picture without a story is a body without a soul, and people prefer to pay attention to the stories and associations brought by the picture;

G. Increase output content, high-quality and useful videos, pictures and other information: you can refer to Tencent News Operation in WeChat.

3、? Shopping center area

This section has been deleted. The ink weather mall page also has the same problem as the time scene section: too many partitions and dazzling. If you look closely, you will find that this is a miniature version of Taobao and JD.COM. They sell many things, such as auto parts and fishing gear. These goods have little to do with the weather, and their credibility is not even as good as that of Taobao JD.COM. What about "optimization"?

According to the listing application documents submitted by Ink Weather in the CSRC, more than 95% of the revenue of Ink Weather comes from advertising, and the revenue of the mall can be said to be minimal. It is for this reason that the ink weather decided to take it off the shelf.

If I were the Prime Minister:

Restore the mall, the ink weather is not that you can't own the mall, but to give the mall a more accurate positioning.

Refined operation, breakthrough: at first, only weather-derived goods were put on shelves, providing reference for cost-effective test results. From the user's point of view, we really choose ink, such as high-quality rain gear and cost-effective air purifier.

4. Our plates

My section mainly includes member center, ink information, skin shop, personal assistant, backstage shop, life, entertainment, leisure and local service.

A small part covers everything, such as information, skin, life, entertainment, novels, postcards, used cars and so on. It involves almost all aspects of users' lives. However, this part made the same mistakes as Times Community and Shopping Mall. On the surface, it seems to meet the different needs of different users, but it is not convenient for users. It not only makes the application look bloated, but also reduces the user experience and professionalism of the ink weather application.

An excellent application will never complicate the problem, but help users solve it. Imagine what your first feeling is when you open various sections of ink weather. There must be too much "content". It will take a long time to understand each section and then filter out useful information from it.

"Choice" is the hardest. Because there are so many things that can meet the same needs of users, they need to choose the best and most suitable one. Studying, living and working, pressure is everywhere, and choices are always there. Users are exhausted, how can they have the patience and time to slowly understand all aspects of an application? There are too many things to satisfy them. If the first impression is not good, they will immediately turn to more customized products. An application, the user can't find effective information at the first time, indicating that it has deviated from the channel.

If I were the Prime Minister:

Simplify the section and keep only the core functions: settings, skin and other necessary functions;

Optimize the alarm clock function of weather forecast, make it more practical and diversified, and integrate it into all aspects of users' lives, such as developing small programs: mobile phone PC desktop with ink, and broadcast the weather in the morning and evening.

I want to do everything well, but in the end nothing is perfect. The refinement of social production division of labor has improved productivity, which is the trend and necessity of social development. The refinement of Internet resources is a trend and necessity. Fine specificity is not only the rational use of Internet resources, but also the emotional satisfaction of users.