Recipe APP, realizing left hand, right hand traffic, all have nothing to do with yourself

#This article is produced by the product manager's "Original Incentive Plan". Do you want to learn a new dish, which channel will you go to find a recipe? Many people used to use food apps such as kitchen and bean fruit food, but since the rise of small red books and Douyin, people are more accustomed to getting food information on them, and the food apps are becoming more and more minimal. The author of this article analyzes this, let's take a look.

Among my childhood memories, parents learn to make new dishes are mainly recipes and TV food programs.

CCTV's "China on the Tip of the Tongue" and "Kitchen King" and other programs pushed Chinese food to overseas countries, allowing Chinese food to be seen by more people. Of course, the food programs close to life like "The Queen of Housekeeping" have played a lot of role in science popularization life and food.

With the improvement of smartphones and network infrastructure, there is also a new way to learn food production -recipe APP.

When it comes to recipe apps, head apps such as kitchen, bean fruit, and gourmet Jie have once been beautiful, and the number of users is high.

But now, we quietly discovered that when Kitchen Xiaobai first entered the kitchen to learn cooking, the recipe app no ​​longer became their first choice. Instead, it is a comprehensive platform represented by Douyin.

Behind the phenomenon, what are the logic worthy of our inquiry, and what problems can we see from it? Today, let's talk together.

1. Reveal the mysterious veil of the recipe app

Chinese cuisine has an absolute status and influence worldwide. The Chinese not only love to eat, but also eat. But when it comes to the recipe APP, it seems more like an unbounded topic, and has never really entered the public's vision.

1. Circuit player: There are many players, great competition

The recipe app has developed through many years of development and has a relatively mature product form. APPs such as kitchen and bean fruit food have developed into head products. In the first half of 2021, the number of monthly active users of the kitchen app reached 11.991 million, leading the industry, followed by bean fruit food, with 6.329 million monthly active users.

Lazy rice, Xiangha recipes, food masters, food world, chef, and online kitchen follow closely, and constantly try differentiated competition.

The successful listing on the New Third Board has brought more excitement to the entire industry.

2. Recipe app product form

After experiencing the 8 recipe apps, we found that most of them have similar functions and are more homogeneous. This is one of the reasons why the recipe app track is very curled. When the function becomes more homogeneous, how to make differentiation into the top priority.

1) Basic function

Basic recipe apps will include basic functions such as recipes, ingredients (e -commerce), food courses, notes, and feelings.

In terms of recipes, the kitchen APP provides a complete recipe classification screening standard, which can be screened according to the dimensions of seasonal ingredients, popular classification, scenes, vegetables, dishes, ingredients, special classifications, special classification, etc. The solar term provides recipes.

In terms of ingredients, all e -commerce sectors are basically opened. If you can cooperate with the surrounding supermarkets and provide instant distribution services based on LBS, it may be more suitable for user needs.

2) Differential function

① Put the Kitchen APP

Provide the [Remembering Diet] function, which can be managed and dietary management; on the specific recipe details page, the material converting function can be provided; you can also switch the graphic tutorial to the cooking mode.

② Bean Fruit Food APP

Provide the purchase list mode. The user is very interested in a certain dish. You can directly import the ingredients and dosage to the purchase list with one click.

③ Food Jie APP

At the content level, it is better to provide nutritional value analysis of each dish; provide album content recommendation around specific groups and scenes, and science popularization related knowledge; provide intelligent group dishes, add ingredients at hand, and intelligently recommend recipes to achieve " What to eat. "

3. Profit model

We know that the Internet profit model can be divided into five types, namely: advertising, physical/virtual commodity sales, platform commission, value -added services, and financial services.

The profit model of the recipe APP is mainly concentrated in three aspects, namely: advertising, physical product sales (e -commerce), value -added services.

Advertising:

Compared with the other two profit models, advertising is a more intuitive and stable source of income.

After practical use of the 8 recipe apps, it can be found that advertisements are everywhere. For the head app, such as the kitchen and bean fruit food, it will be more concerned about the user experience. Suspension advertising positions, pop -up advertisements, inspiration advertisements, etc.

In terms of e -commerce:

The user needs of the recipe app are very clear, and the user population is also particularly accurate. In addition to the needs of learning cooking, these users may also have the need to buy related ingredients and kitchenware. If you can make a recommendation of scene integration on the relevant recipe details page, it is easier to produce grass and transformation. We can also clearly see that many recipe apps have opened e -commerce sectors.

In terms of value -added services:

The standard of recipe apps. After the user purchase becomes a member, you can watch the food cooking video courses and enjoy the rights and interests of free advertising.

In addition, the Douguo Food APP once provided standardized data for companies such as Samsung and Haier, and provided reference for their home appliance design as a profit attempt and exploration. But this road is obviously not easy to go. At present, the profit model of the recipe app is still in the exploration stage. How to find a more stable and large source of profitability has become a topic of anxiety for everyone. It can be seen from a number of APP crazy bounces of various advertisements, and everyone is very anxious to monetize. How to balance experience and income has become a topic that each family must face.

At the same time as the realization, another battlefield ignited the fire, and a new round of battles began silently. Takeaway and Douyin's entry, the days of the recipe app are even worse.

Second, the recipe app is declined, what is the reason?

1. Takeaway admission, users are intercepted

The entry of takeaway directly cuts those edges and non -core users. As the pace of life accelerates, some people will choose to takeaway to solve the problem of eating. Many young people do not cook and become a social phenomenon.

The impermanence of the epidemic in recent years has made many people realize the importance and necessity of cooking, and also allows some people to try the fun of cooking. No longer.

2. The positioning itself is a bit embarrassing

Some netizens once ridiculed that the recipe app is a bit strange. Those who really cook at all do not need, and those who never cook can not watch it. Only those who really start cooking may choose. Even so, the recipe app is not the only choice for these people.

3. The comprehensive platform is naturally more suitable for displaying food content

The "Chinese Food Content Consumer User Insight 2021" released on May 26, 2021 shows that compared with traditional food vertical platforms, users often use comprehensive content platforms to watch food content. In fact, it is also well understood. All kinds of content on comprehensive platforms can be found, and food content is only one of them.

As can be seen from the figure above, the top four products are platforms (or function coverage of each use scenario).

Because of the community attributes of grass, Xiaohongshu is more friendly to recipes, and the content display effect is more likely to produce heartbeat and occupy the first place. Douyin ranks second with a small gap of 5%.

Compared to the winning championship of Xiaohongshu (more grass attributes), the second vibrato row can explain the strength of its own advantages from the side.

Third, the logical analysis of Douyin's food business

According to huge counting statistics, from 2020 to 2021, more and more users create food -related content on Douyin. In October 2021, users who published more than 2 food videos on the Douyin platform each month are close to 20 million people.

As of October 2021, more than 90,000 food creators of Douyin Powder Powder have more than 1,500 "large" gourmet people with more than one million powder.

1. Douyin content ecology is more complete, bloggers understand the needs of users better

Compared with the recipe app, the vibrato creator is more complete. The blogger understands what the user needs, and it is more accurate to the cooling point, itching, and pain points of the user.

We can clearly see that some recipe apps add video tutorials for cooking, but the form is relatively single, and there is no more emotional or story -oriented scene. On the other hand, different bloggers have different understandings and interpretations for the food and cooking.

Different sounds and forms make the creators of Douyin prosper and rich.

In addition to sharing food tutorials, Douyin bloggers are better at integrating emotional expression. For example,@除 除 除 除 除 除 除 the needs of the people in the rural areas, which represents the happiness and city people who can live as rural people. The longing of the life of petty bourgeoisie;@噗 噗 叽 叽 叽 叽 叽 叽 叽 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 ” @做 attracts a large number of netizens who are curious but dare not try.

In addition, the needs of users are diverse. Many times, users do not just need to cook video tutorials. They may also need to check whether the food is preserved for a long time, how to clean the gastrointestinal and intestines of the fish. These problems cannot Find a complete answer, you still need to return to Douyin or other platforms.

2. Douyin business ecology is more complete and diverse

In the recipe app, the signed experts are more uploaded to upload the video and enjoy the one -time income.

In Douyin, many bloggers are done full -time. They need to consider the data of the work and make more adjustments based on data. Under this mechanism, the winning victory can further force the bloggers to produce better work content.

In addition, from planting grass to buying, Douyin has a very smooth link. Blogs can choose to recommend in the video number and add a product link to guide fans to buy directly. You can also broadcast it directly after publishing the work, and transform the work traffic in the live broadcast room.

Creation requires constant positive feedback. In Douyin, because the number of users is large enough, users are also used to having likes, comments and other operations, and it is easier to get this positive feedback.

3. Douyin is an entertainment platform, longer staying time

Douyin is an entertainment platform. It naturally has the characteristics of large users and high activity. This is a tool attribute product such as recipe APP that is completely unable to compare and compete.

The user goes away, and it is entirely two states that cannot be stopped. In addition, because Douyin is the logic of [Brush Video], it is essentially the user. Making food is to stimulate the potential interest of the heart. When you brush your favorite food, you may be learned by Amway.

The "Chinese Food Content Consumer Insight 2021" released by Observatory also confirms this. The report shows that nearly half of the young people will be cooked by the food content of the food content such as Xiaohongshu and Douyin. But the recipe app is more purposeful, and users are more like completing the task.

4. The amount of information contained in the video is much greater than the graphic

If the amount of information is sorted, it should be: live broadcast> video> graphic> pure text, and vibrato occupies the first two and exerts it to the extreme.

For cooking, it is easier for many details to understand and learn by videos.

5. Recommend and distribution mechanism is more efficient

Douyin is an algorithm recommendation. If you like, you will recommend more similar content to you, and the probability of success is higher.

And the recipe app is more based on active search or navigation search to find related content, which is less efficient.

Of course, like individuals who are not perfect, Douyin is not perfect, and it also has some shortcomings.

1) The content is not a system, and the classification is more chaotic

If you search for zucchini in Douyin, you will actually have a lot of related content, including the introduction of the vegetables of the zucchini, the method of cooking the cucumber cooking, the method of slicing, and so on.

Users cannot immediately choose what they need most from the content, but also need to be artificially judged.

2) Many users are still the logic of brushing, and the user's mind still needs to be cultivated

To this day, Douyin's brush videos still occupy the mainstream. Although more and more users are searched, the mind that allows users to develop [search for food content by searching] still requires a lot of time to cultivate.

As we can see above, Douyin's food content ecology is becoming more and more complete, and its dimension and anti -dimensional strike advantage of recipe apps is becoming more and more obvious. In fact, products like Douyin APP are increasing rapidly. What are the thinking logic behind this?

Fourth, why do all apps start to expand boundaries and diversified development?

In recent years, it can be clearly felt that major apps are marching towards the super app. It was originally a product specializing in a certain track, and now it is also going to deploy other tracks. Why are apps developing boundaries and diversified development now?

Next will analyze from several typical cases:

1. The process of Douyin's growth is the process of benchmarking

Local life, benchmarking Meitu: Encourage merchants to settle in the Douyin system, release food content and group purchase discounts, encourage the people of the store to shoot on the spot, and give certain traffic support.

Graphic works, benchmarking small red books: In the beginning, Douyin did not support the release of graphic works. In the process of development later, the ability to publish graphic works was added, which made grass notes possible.

Video search, benchmarking Baidu: After the Spring Festival in 2021, Douyin announced the video search monthly use households exceeding 550 million, which is the first time that Douyin announced the relevant data. In terms of video search, Douyin's opponent directly pointed at Baidu. For Douyin, strengthening video search, on the one hand, can strengthen the centralized status of content distribution. On the other hand, through search, you can better compete with Baidu for advertising share. It is worthy of fun that in January 2021, WeChat announced that the monthly survival of searching for a search was 500 million.

2. Meituan test water again

In April 2022, Meituan launched the free broadcast assistant "Meituan Live Assistant" APP, which has been launched in major app stores. In fact, this has already been ahead. At the beginning of the epidemic in 2020, Meituan also entered the field of live broadcast and held a special "one thousand and one night" travel live broadcast. Watching the number of people exceeded 5 million, GMV reached 1500W.

3. Xiaohongshu transforms to the e -commerce platform

Since 2019, Xiaohongshu has upgraded the brand number, corporate number, and professional number through many strategic adjustments, launched the dandelion platform, canceled the external chain of e -commerce, promoted the new rules of the number store, gradually improved the closed loop of e -commerce transactions, matured to mature content E -commerce platform evolution.

The diversified development of the APP business is both defensive and offensive. When your opponent starts to act, you are still developing in the original system and may be cut off. There are enemy forces on all sides.

I also want to say my observation and thinking about this place.

First of all, the same destination is also reached, but the departure points are different. The bumps and twists and turns are destined to have the road. Xiaohongshu struggled in the bitter sea of ​​commercial closed loops, and wanted to go from the content to commercialization. Relatively speaking, e -commerce platforms like Taobao pushed forward from the trading session to make up the content section and the path was smoother.

Then, there are many factors to expand the success of new business or not, such as team genes and existing business logic. Many models that are widely used in other products will fail to migrate to their own products. This is "not accepting soil and water", and there is no "adaptation of local conditions." Dongfang has selected a fire, but many companies trying to transform live broadcasts like New Oriental, and New Oriental uses its own high -quality teachers to get out of different routes.

Finally, it is risky to take the initiative to attack the advantages of others with their own weaknesses. Each product has its unique positioning and competitive advantage, and it is reasonable to exist. Instead, a platform like Douyin is more natural. With its own content, it directly includes the content of the recipe app, and it is directly an dimension. 5. Conclusion

The recipe app will still have its market share, and many users still use it. The world is not only two states of black and white, and the choice of users is not only one choice.

The left hand is realized and the right hand traffic. At present, the roads of the recipe APP are long, the number of users has slowed down, and the road of commercialization is still exploring.

Where the recipe app is going in the future, we will wait and see.

#Columnist#

Li Yunqi, public account: Li Yunqi, everyone is a product manager columnist. Oncestry and obsessed with psychology and communication, aspiring to become a compound talent for products+operations.

The original published in this article is a product manager, and reprinting is prohibited without permission.

This article is produced by the product manager's "Original Incentive Plan".

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