Why is the food app not fragrant?

Edit: "Eating" as the basic needs of human beings, do not be too rich in the commercial and economic content of it. In the field of teaching cooking, many food apps have appeared, but now people are more dependent on social platforms and takeaway. From this point of view, is there no way out of the food app? The author of this article analyzes this, hoping to help you.

What makes you gradually forget the food app? Douyin, fast hands, Xiaohongshu? Prefabricated dishes, takeaway, old mother?

Yes. Indeed, there is a lot of food content in the social platform we relied on. We don't need to open the food app to solve our own cooking problem.

So is there no way out of the food app? I said it may not be. Let's take a look at the current state of the food app:

Get off the kitchen:

Bean fruit food:

Food Jie:

In terms of content, it is a social platform model, PGC+UGC, rich in content and large amount, which can make people browse infinitely, or find the corresponding content according to layers of classification.

From the perspective of the market environment, this model may be good before the Douyin quickly became popular. One is because everyone advocates the everything in that era. Energetic with demand.

However, with the explosion of Douyin and fast hands, the market has entered the era of national creation, and the amateur changing net reds are almost minutes. Fun, food, housing, and fun have become the most likely to be handled in the creation field. Food creation is also overwhelming.

It seems that people do not need to find a gourmet app to solve the need for cooking. Moreover, it seems that it is no longer just a young man's just need to make three meals in order to fill his stomach.

Although the food app is subdivided enough but does not absorb powder, because there is no competitiveness, the platform's investment in customer acquisition must also be careful. There is no flow, no monetization, no change, no value, no value, no capital.

The dissolution APP is not the same, but it cannot be regarded as the only one. The hatching of the new media matrix is ​​what the key do you have to do after the crisis. Although some effects are good, there are far less attention. This may be fine for free bloggers, but it is not enough for a company, and the food app during the transition period is a bit embarrassing.

I think the positioning of the current food app is asymmetric and asymmetric, which is also one of the important reasons for it ~

There is always a change of food app and users. Guide users to fall in love with food apps to pay high education costs, because people cannot be changed, but products can be changed.

If you want to break the deadlock, you can consider optimizing the business model, take the community model, and use online to solve the needs of offline ingredients to make the cooking. After all, the ability to truly solve problems is easy to be dependent.

We can try to do some simulation optimization from the perspective of product functions.

Let's call it "Be careful of Food APP".

We can simply position adults first. Imagine when (scene) will we need a food tutorial? Do n’t do, do n’t know what to eat, there are special moments such as festive dinner, friends gathering, simply wanting to show cooking, or children with specific people such as calcium supplementation, and old people with taboos on diet.

What do we see in front of food (demand)? The sense of atmosphere, the ingredient itself, the nutritional value, and the taste after the combination of the cooking process or the specific purpose such as weight loss.

What problems will we encounter in front of food? Time, lack of props, high costs, and self -reasons cannot be eaten (subjective+objective).

In fact, each food app can solve the above problems, but this requires users to have a software research spirit to control the software, but the active exploration spirit is not everyone.

In my opinion, even if it is a food app, there must be an attitude of solving problems. Although you can't predict what you want to eat, I can do everything you think.

Therefore, the gourmet app can consider handing the initiative to the user, let it find the answer according to your own needs, and achieve the above needs in the way of active search. It is a bit like ordering. I want to eat barbecue today. Although I don’t know the specific practice, I don’t know the specific practice. But I know what I want, or I don't want anything, such as onion -free and spicy, put more cumin.

The advantage of the above method is that even if you do n’t know what to eat, you can try to find feelings. Compared with the traditional waterfall flow, this method is relatively difficult to cause users to choose difficulties. Sometimes the goal is not clear. Essence

In addition to solving food tutorials, you can also empower the APP, such as increasing nutritional knowledge.

For people with awareness of active nutrition management, it seems a bit difficult to give up the joy of choosing food in order to nutrition. So see if the happy food can meet our nutritional needs? As shown below:

The key to nutritional knowledge is to be applied, and through knowledge to allow our body to reach a state of nutritional balance. What if it is solved?

Most of the nutritional recipes on the market are pushed to users based on their own wishes. Although ingredients can be replaced, the operating cost is still high. The above method is based on the choice of users and fine -tuning based on nutritional standards, which meets the happiness of users and ensures nutritional standards.

For office workers, the time cost required to buy food may also become a blocking factor in cooking at home. Even if you buy online, you will not be able to buy all ingredients in the same store. Buying will increase the time cost. The delivery fee will increase the purchase cost, and the unhappy factors have existed before enjoying the happiness brought by cooking. How to solve it? It does not take time to go to various online stores to make vegetables, and the order is fast and fast.

The above 4 steps may temporarily alleviate the current embarrassing situation of the food apps, and maybe it can also create more possibilities for food+scene models.

Seeing this, some people may question, can you think of the food app team you can think of? Don't do it because you don't like it? Perhaps people also have suffering, such as low performance, high cost, and difficulty, or maybe you said that it is not feasible at all.

But what I want to say is that choosing to maintain the status quo is a choice. Choosing to change the status quo and willingness to bear the benefits and disadvantages brought by changes is also a choice.

Of course, it is very likely that the solution I described is not feasible.

But it doesn't matter, this conclusion is not feasible, and the feasibility of demonstration solutions is also very valuable.

This article is published by @本 本 本 本 本 is a product manager. Reprinting is prohibited without the author's permission.

The title map is from Unsplash, based on the CC0 protocol

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