Lately, there are various comparable merchandise in App Retailer with the slogan of saving cash, they not solely have comparable play model, but additionally have comparable suffixes in App title, resembling XX Excessive, XX Skilled, XX Particular …… It’s value noting that the majority of those merchandise aren’t solely the primary on the App Retailer complete record (free), but additionally can get a variety of customers’ consideration in a short while.
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The intense model of the App almost a yr downloads
When the massive producers have put their goal customers within the first and second-tier cities, “Poundworld” adopts a misplaced penetration technique, quietly harvesting customers within the third, fourth and fifth-tier cities, changing into one of many consultant merchandise of the Web’s sudden rise. Based on QuestMobile knowledge, 9 of the High 10 segmented business scale progress within the first half of 2019 are gaining extra customers within the sinking market. In the meantime, among the many 76 merchandise filtered by the key phrase “Excessive Version” from the App Retailer, 44.7% of the Excessive Version apps had been launched in 2019, resembling “Racer Excessive Version”, “Nationwide Okay Tune Excessive Version” and “Douyu Excessive Version”.
Within the e-commerce subject, “particular worth” apps additionally adopted, generally with the suffix of “rebate” and “coupon”, after all. The product was solely launched on the App Retailer in March final yr, however with varied bonus incentives, coupons, and the backing of Taobao’s visitors pool, it has efficiently gained the eye of customers, with an estimated iOS obtain of 278w within the final week.
Particular Version app interface
It is no coincidence that Byte Soar additionally launched “At this time’s Headlines Excessive Version” on the finish of September 2018 to attempt to cut up the massive cake within the sink market. On this product, customers can learn articles or movies, search content material, learn push articles, and invite new customers to get completely different values of money and gold cash, and so on. From the present product efficiency of “At this time’s Headline Excessive Version”, this transfer of Byte Soar remains to be very profitable. It has dominated the App Retailer information record (free) for 312 days, and has additionally carried out higher within the general record (free) and the app record (free), which is way greater than “Enjoyable Headlines”.
Lately, the quick video subject has a really dazzling efficiency of “quick hand” and “jitterbug” additionally launched one after one other velocity model, cleverly, the velocity model of the 2 merchandise is to one another’s model improvement, “jitterbug velocity model” started to grounded. In November final yr, the “Racer Idea Version” (now renamed: Racer Giant Display screen Version), which has a variety of Jitterbug model, was launched within the App Retailer, after which the “Racer Excessive Version” additionally got here. In truth, whether or not it’s for the aim of pulling new merchandise to get the quantity of visitors within the first and second-tier cities when the highest of the visitors, or for the product to arrange a self-defense line, or let the product two-way move, to advertise the day by day exercise. The launch of “Excessive Version” is an emblem that the sink market has turn into a battlefield for a lot of enterprises and builders to seize new customers.
Consumption improve, skilled model to display screen vertical customers
The “Skilled Version” App is “specialised” and “refined”. Due to this fact, in contrast with the primary App, the “Skilled Version” App not solely has the small service of the “Velocity Version” App, but additionally has a extra concise product interface and apparent personalization settings. On the identical time, in contrast with the product of Speedy Version, the product of Skilled Version is extra usually in precipitating customers and screening out a bunch of top of the range vertical customers to additional notice for the product.
The customers who use the skilled model are mainly the vertical customers divided from the primary App customers, completely different from the brand new person group coated by the launch of the speedy model, these customers have a robust sense of fee. They’re keen to interrupt free from the shackles of worth and pursue not solely the value/efficiency ratio but additionally the standard/worth ratio.
For that reason, many builders additionally set the skilled model as a paid product, or set related paid content material within the skilled model, and this phenomenon is extra apparent within the skilled model of stories apps. Among the many 60 merchandise filtered by the key phrase “Skilled Version” within the App Retailer, 75% of the skilled variations of stories apps are paid merchandise, with the vary of fee starting from $1 to $6, of which 83.3% are priced at $1.
For instance, in “At this time’s Headline (Skilled Version)” and “Phoenix Information (Skilled Version)”, customers can obtain them for less than RMB 1 yuan, avoiding the dazzling messages of the primary app and making full use of their fragmented time to get efficient data.
Product interface of “At this time’s Headline Professional”
Setting the “Professional” app as a paid product also can deliver extra publicity for the product to a sure extent. With the rising variety of App merchandise in App Retailer, the competitors strain on App Retailer free record has turn into larger. As a paid product, it’s simpler for customers to eat much less cash, which can result in the paid record and win extra publicity for the product, which can additional remodel the product and promote the obtain.
The primary App visitors topped out, or may be shifted to new folks
Though the launch of the Excessive Version and Skilled Version can nonetheless seize the sinking customers, open up new person teams and precipitate the belief of customers, for a lot of merchandise, the very first thing to contemplate is, do I must launch such a model of my product? At current, there are three huge mountains within the social subject: WeChat, QQ and Weibo, amongst which QQ has QQ Worldwide Version and Weibo has launched Weibo Worldwide Version and Weibo Excessive Version in recent times, whereas WeChat has not launched any associated merchandise to this point (right here refers back to the XX model talked about within the article). So right here we have to contemplate, what sort of merchandise must be launched?
The primary type of the product is progressively decided, however nonetheless must proceed so as to add new options of the product.
Continuously optimize and enhance the performance of the product, which is a extra essential level to extend the goodwill of customers. Nonetheless, for a lot of apps whose major kind has already been shaped, their person habits are literally in a comparatively balanced state with the product. Due to this fact, builders can truly launch a “idea model” App, and once they wish to launch a brand new module or new operate for the primary product, they’ll check the water within the “idea model” App, after which optimize and improve it after getting the suggestions from customers, after which add this module to the primary product. Then we are able to add this module to the primary product. In contrast with launching new options immediately in the primary product, this could additionally cut back customers’ resentment to a sure extent.
Neighborhood-based merchandise, or merchandise by which the group module accounts for a comparatively heavy product.
This yr, the related authorities departments, elevated supervision of group content material, “Xiaohongshu” in October 22 earlier than the official full cabinets, “Douban” quite a lot of gossip teams are nonetheless snowed, and “instantaneous” off the cabinets for greater than three months has not returned …… Within the face of such extreme management, builders concerned in group content material, not solely must promptly self-correct, rectify and purge the related content material, but additionally to optimize or spotlight a module of the product, the launch of the related velocity model of the product, skilled model of the product, simply in case. When you encounter the chance of the primary product being taken down, there are additionally the Excessive Version and Skilled Version App to retain customers and product model phrases.
Consumer visitors is progressively topping out, and also you wish to additional promote new merchandise and enhance the prospect of realizing.
When a product has reached a mature stage of improvement, the person progress alone can now not mirror the prevalence of the product, so the product wants to elongate the person’s size of use and enhance the probabilities of realizing the person. One of many methods to realize this objective is so as to add new modules and arrange varied actions within the product, however there’s a hidden threat of injuring person expertise on this case. The second is to section the product module and launch new merchandise based mostly on it. The brand new product person teams are much less restricted, and the developer can select a totally completely different person group from the primary product and format to interrupt by means of the ceiling of the expansion of the primary product. Or for a sure sort of person group, segmentation optimization to launch a vertical class of recent merchandise, which may additionally play a job in screening out a wave of loyal customers, to realize money for the product. And to a sure extent, the brand new merchandise and the primary product linkage, but additionally can deliver one another’s quantity.
The homogenization of merchandise within the Excessive model is changing into increasingly more severe. At current, the App Retailer and even the “Speedy Version” App on Android are comparable by way of gameplay and unfastened by way of content material high quality management, so the more and more homogeneous merchandise will make customers fatigued and the low-quality content material will simply frustrate customers’ enthusiasm and even entice the eye of the related authorities. It’s prompt that when builders launch such merchandise, they need to not solely arrange new methods to draw customers, but additionally strengthen the content material management.
Subdivision of vertical person teams, focused launch of recent merchandise. With the change of person habits and varied consumption ideas, vertical customers such because the Z era, small city youth and post-00s have emerged. Builders can launch new merchandise by subdividing person teams for the primary App, and also can launch associated App particularly for these customers.