Research and optimization of competing products for Netease Snail's reading growth strategy

The Netease Snail Reading APP includes 4 major sections: Leading Reading, Classification, Desk and Me. From the product logic and performance of the four major sections, it is always responding to the Slogan of this product, that is: professional leading reading good book recommendation, the audience is good Read books for an hour a day.

1. Lead reading

It is divided into 3 scenarios: recommendation, attention, and paid contributions. Its essence is to recommend books of interest to users. For country email list example: recommendation, in addition to ⎡New Books⎦ and ⎡Guess You Like⎦ directly recommend e-books, others are indirectly guiding users to find suitable and favorite books through articles (book reviews) and lead readers.

2. Classification

Although it is called classification, the products are not only simple classification, and recommendations can be seen everywhere. Basically, each category has a selection, a list on the 7th, and a new listing.

3. Desk

Not only did we work hard on the reading experience, but also promoted the improvement of the conversion rate all the time, such as multi-channel sharing (WeChat, QQ...), membership renewal, adding to the shopping cart, etc.

In addition to a series of personal behaviors including personal homepage, news, shared reading, book reviews, Q&A, comments, gift cards, etc., it also provides balance recharge, membership renewal, invite friends to redeem time, and city cultural map to promote user growth and improve conversion. rate function entry.

Therefore, in terms of the process of finding, reading, and sharing books on the NetEase Snail Reading APP, the author simulates the process of user A finding books of interest from different content portals, purchasing and sharing them.

Figure 2 User A finds the intended book at different content portals and purchases and shares the process

(2) Communication scene

Analyze the growth strategy of the "NetEase Snail Reading" APP from the perspective of new acquisition and retention, and simulate the spread of e-books.

1. Pull new strategy

①3 days free for new users

②Invite friends to get one day each [Snail Turbo Member]

③When you successfully invite the 3rd friend every week, you can get an additional 3 days of [Snail Turbo Membership] rewards, and the rewards will be reset once a week.

④【Snail Turbo Member】The number of days can be accumulated, and the more friends you invite, the more days you will get.

2. Retention strategy

①Turbo membership system: 7 days (¥6), 30 days (¥25), 180 days (¥148), 365 days (¥298), the longer the purchase time, the better the deal.

②Reading time incentive: 1 snail coin = 1 snail shell, 1 snail shell will be rewarded for 1 hour of reading, and you can exchange for unlimited reading rights for e-books if you save enough.