Analysis of competing products of internet financing platform: let's start with everyone voting vs.

the multi-store platform is an internet financing software that helps offline physical stores to raise funds through online platforms. After a period of trial use, we found that the platform has many shortcomings, such as simple functions, poor user experience, lack of project sharing channels, etc., which bring great trouble to users and need to be improved urgently. Therefore, I want to make a comprehensive understanding of today's representative Internet crowdfunding platform products, analyze their main functions and business processes, and analyze the characteristics, advantages and disadvantages of similar products, so as to make reference for the optimization and upgrading of the platform software of many stores.

2. Analysis of competing products

2.1 Selection of competing products

Renren Investment: Renren Investment is a network platform focusing on equity crowdfunding, which provides financing services for entity enterprises, helps financiers to quickly open branches and help investors find quality projects, aiming at building a fair, transparent, safe and efficient Internet financial service platform for investors and financiers. ?

product slogan: everyone will vote for the store crowdfunding.

product positioning: equity crowdfunding trading platform based on physical stores. The targeted projects are mainly featured shops around.

software version: IOS version 5.9.19.

reason for selection: Renren Investment's business function is the closest to that of the multi-store platform, and it has a certain share in the market, which is very representative and can be referenced.

let's get started: let's get started (formerly known as "starting crowdfunding") is a domestic lifestyle-oriented consumer investment platform, headquartered in Hangzhou, which was officially launched in March 215. Let's start by focusing on the offline business head content in the field of consumption upgrading, and providing high-quality financial solutions and comprehensive services covering the upstream and downstream of the industry, including content production, brand marketing, industry training, community operation and so on.

product slogan: this is your way to get back at mediocrity.

product positioning: a lifestyle-based consumer investment platform, focusing on offline business header content in the field of consumption upgrading.

software version: V3.6. for IOS.

reason for choosing: online celebrity, a crowdfunding platform, has high value, high quality resources, full functions and clear positioning, and has many bright spots to learn from.

2.2. product structure

? Product structure chart of Renren Investment

Let's go. Product structure chart

2.3. Analysis of brand influence

First of all, look at the overall trend, Renren Investment is relatively stable, and Let's go is rising steadily, with the search index reaching the highest in August 217. From the perspective of PC trends, the search index of Let's Go is obviously higher than that of Renren. Since August, the gap between the two has become larger and larger, and the advantages of Let's Go have become more and more obvious. From the perspective of mobile trends, the search index of Let's Go is generally lower than that of Renren, but since August, the gap between the two has gradually narrowed or even surpassed.

2.4. User Portrait Analysis

From the perspective of geographical distribution, the top five regions of the two applications are Beijing, Shanghai, Zhejiang, Guangdong and Jiangsu, indicating that the main market of such applications is in first-tier cities, because the finance in first-tier cities is relatively developed and the investment awareness is stronger

From the perspective of age in crowd attributes, the users of the two applications are basically 2-49 years old. Among them, the users at the age of 3-39 are the most, because the users at this stage have basically got married, are relatively stable, have certain economic strength, and can invest with spare money. From the analysis of users' gender, the users of the two applications are still mainly men. The proportion of men in Renren Vote is much higher than that of women, accounting for the vast majority. The proportion of men and women users in Let's Go is relatively small, indicating that Let's Go is more popular with women. The reason for this is that it is more popular with women because of its higher face value and literary route.

renrentou: the login mode of renrentou is relatively simple, and the interface is relatively simple. You can only enter the account registered with your mobile phone.

let's get started: let's get started. The login methods are comprehensive. You can log in directly through your mobile phone password, your mobile phone and verification code, or directly through third-party platform accounts such as WeChat, QQ and Sina. The login interface is also beautiful.

2.5.2. Create a project

Everyone can only enter official website through the PC to create a project, which is relatively simple and convenient, but it also lacks certain security.

let's get started: you can only enter official website through the PC to create the project. Before you create it, you must authenticate your real name and bind your bank account. The operation is relatively complicated, but it has certain security.

2.5.3. Project browsing

Everyone can browse the projects in both the "Home Page" and "Projects" modules of the software. In the "Home Page", representative projects are selected from the projects in the financing stage, pre-purchase stage, success stage and dividend-paying stage, and the "Projects" module displays all the projects, which can be filtered according to conditions such as type and status.

let's get started: the software modules "Home Page" and "Being Displayed" can be browsed by object. The "Home Page" can display all the projects, and it can also be filtered by project type attributes. The "Discovery" module displays some popular and featured projects. In the specific details of the project, the information and progress of the whole project are introduced through videos, progress bars and pictures and texts. Among them, "My Story" is more distinctive, with literary talent and no lack of appeal.

2.5.4. Search function

Renren Vote: Renren Vote searches for related projects by inputting project keywords, and provides common search words at the bottom of the search box, prompting users to filter out projects by type. In addition, it supports fuzzy query and can cache search history.

let's get started: let's get started, it also supports fuzzy query, and provides two prompt modules of "popular search" and "popular city", which simplifies the user's operation steps and also has the function of caching search history.

2.5.5. Project investment

Everyone invests: There is a red button "Subscribe" at the lower right of each project, which is very eye-catching and easy to operate. After clicking on the subscription, you must first authenticate your real name and bind the Weibo payment function. The operation is relatively cumbersome, and the real name authentication is understandable. It is a bit unreasonable to use Sina payment as the payment interface. After all, the user base using Sina payment is too small, and the payment operation is really complicated, which greatly reduces it.

let's get started: there is a "I want to support" button at the lower right of each project. After clicking in, the first thing is a detailed introduction of the project return, so that you can clearly understand the return you can get after investing, and there are free lottery benefits, which are very humanized and persuasive. The software payment interface pays three common payments, namely WeChat, bank card and Alipay, which makes the user's payment experience equally convenient and fast.

Everyone's vote: users can pay attention to each project, and they can also share their own projects or favorite projects with the community to attract more attention.

let's get started: users can pay attention to each project, and they can also share their own projects or favorite projects with the community to attract more attention.

2.7. Community operation

Everyone's investment: Investors interested in the project can click the "Exchange" button to enter the project group, or add the project group to the address book above the "News" column, and the project sponsor can promote the completion of the project by operating the project group.

let's get started: in addition to setting up a project exchange group, the software also has a comment function, so that users can solve their own questions as soon as possible and strengthen their understanding of the project.

the functions of "novice guide" and "experience investment": by introducing to new users in detail what Renren Investment is, what services it has and how to use it, users can have a preliminary understanding of the software before using it, thus enhancing their understanding of Renren Investment. The setting of the experience area not only enables users to master the whole operation process of the software from the actual operation, but also allows users to get bonuses and increase user stickiness.

the function of "choosing food and drinking": it is somewhat similar to Meituan, which provides discounts for Renren members, extends the consumption chain of enterprises, improves the quality of assistant projects and physical stores, so as to attract more stores to settle in Renren and more users to invest in stores through Renren, thus promoting a virtuous circle of Renren's operation.

"sign-in" and "integral mall" functions: you can earn points by signing in and exchange points for certain prizes to motivate users, cultivate users' habit of using software every day, and enhance users' activity.

Interface design: The UI design at the beginning is definitely a highlight of the software. Whether it is the layout of the interface, the selection of pictures or even the design of icons, the face value is very high, which makes people's eyes shine, and the selection of content is also very literary, which is very in line with the product positioning.

"Good Goods" function: Similar to Netease YEATION, it conforms to the positioning of the product and attracts more users to join and store.

Sponsor Center: By briefly introducing the use process of each step of initiating the project, users can use the software simply and clearly, and the operating cost of the software is reduced.

"Join us" function: provide job recruitment information and attract a large number of talents for the company through excellent products.

? Through the analysis of the above two crowdfunding software, as a crowdfunding software platform, the multi-store platform needs to be improved as follows:

1. First, the security of property should be considered, so the function of real-name authentication is essential.

2.? Secondly, we should consider the user's experience, no matter from the interface design or interaction design of the product, we should consider it from the user's point of view, the appearance should be as beautiful as possible, and the functional design should be simple and smooth.

3. It is equally important to guide the use of new users. By setting the novice guide function, users can be familiar with and use the software in the shortest time, and the software operation cost can be reduced.

4. As a crowdfunding project, social sharing function is essential, so as to broaden user channels and promote the further development of the project.

? 5.? In addition, for ordinary users and stores, the project initiation is too complicated, so we can consider setting more permissions for operators, so that operators can operate instead of users and bring convenience to users.

as a new operator, this is the first time that I have written an analysis report on competing products. The main purpose of the analysis is to prepare for our own product upgrade by analyzing similar competing products. From the analysis, we can summarize the main functions, advantages and disadvantages of competing products, and apply what is worth learning to our software platform so that our products can better serve users. Therefore, the report written this time may be unprofessional and involve fewer points, mainly focusing on analysis functions.