2. Panda Academy can be defined as a product that helps users learn system knowledge continuously and efficiently.
3. There are two core functions of Panda Academy: one is to make a study plan and a book list, and disassemble the system knowledge; The second is to supervise users' continuous and efficient learning.
4. The core competitiveness of Panda Academy, which is different from other competitors, is to take advantage of fragmentation time to disassemble systematic knowledge into learnable particles and supervise users to learn systematic knowledge for a long time and efficiently.
1, product introduction
2. User portrait
3. Industry analysis
4, product experience analysis
5, product core competitiveness analysis
6. Personal views on the future development of products.
7. Summary
The following is the text.
1. 1 Product name: Panda Institute
1.2 product family: Panda College (WeChat subscription number), Panda College Admissions Office (WeChat service number), Panda College online collaboration system (WeChat service number).
1.3 product description: Panda Academy is a knowledge reading product based on WeChat public platform launched by Xiamen Bian Feng Technology Co., Ltd. on February 20 15.
Panda College aims to help target users acquire knowledge more efficiently and continuously, aiming at the pain point that target users want to acquire knowledge but it is difficult to persist because of lack of time and perseverance. At present, the Panda Academy mainly promotes the study plan of "ten months of self-improvement".
1.4. 1 Select the book list and deconstruct the book knowledge points. Panda Academy first selects the book list suitable for the study plan, invites professional Montana to disassemble the books in the course, extracts the key contents, divides the book contents into the amount suitable for users to read 15 minutes every day, and recommends them to users every day.
1.4.2 supervision and management of user learning process and results. By imitating the organizational system of the school, Panda Academy has designed a corresponding teaching system and set up classes and study groups. At the same time, through the functions of "sign in" and "weekly evaluation", the quality and continuity of users' learning are supervised.
Help target users acquire the required knowledge more efficiently and continuously.
There are three key words in the user characteristics of Panda Academy: I want to learn, I don't have enough time, and it is difficult to persist. Its user portrait is as follows:
A eager to keep learning and acquire knowledge.
B lack of perseverance and self-control, it is difficult to keep reading.
C wants to study but doesn't have enough time.
D hope to improve reading efficiency and acquire knowledge quickly.
Because I didn't find relevant information on the Internet, I made a corresponding speculation on the user attributes of Panda Reading based on my personal experience and analysis of related competitors.
First of all, let's clarify our personal understanding of our competitors. Conceptually, competitors are divided into direct competitors and indirect competitors. Personally, I feel that this division is difficult to grasp the business particles of products. For example, Panda Academy has almost no direct competitors if it is subdivided into products that refine the core contents of books and manage them in the traditional campus system to help users learn and learn in fragmented time.
So I personally think that for competitors, the most important thing is whether the product or enterprise prevents or affects your target users from using your product. Personally, I mean Mr. Liu's speech at a forum.
Then, through the experience and understanding of Panda Academy, the individual defines Panda Academy as: paid knowledge service products (products that help users continue to learn and grow). From this point of view, I personally think that its competitors cover knowledge-paid products (acquisition, answering, ten-point classroom, etc.). ); Online education products (Netease open class, Tencent classroom, etc. ); Knowledge reading products (JD.COM reading, WeChat reading, etc.). ), select the following products as a reference, you can get the user attribute characteristics of Panda Academy.
Geographical distribution: Panda College users are mainly concentrated in first-and second-tier developed cities such as Beishangguangshen and Shenzhen.
Age distribution: the age is mainly between 30 and 39 years old, and there are some distributions between 20 and 29 years old and 40 and 49 years old.
Gender: From the perspective of gender attributes, there are relatively many men, accounting for about 60%-70%.
Personally, I think the key to the survival and development of knowledge-paid products such as Panda Academy lies in two points: 1, users' demand for knowledge; 2. User's preference for payment.
It can be seen from these two points that geographically, people in first-and second-tier developed cities such as Beishangguangshen and Shenzhen have relatively high incomes and strong ability to pay. At the same time, they are under great pressure in the workplace and have a strong demand to improve their core competitiveness; Judging from the age distribution, in ancient times, 30 years old was designated as the year of standing. At this time, people are facing increasing pressure in life and workplace, so it is urgent to improve their competitiveness through knowledge acquisition. Moreover, after a period of hard work, people of this age group have obviously improved their ability to pay. Therefore, the analysis verifies that the above user attributes are basically reasonable.
Geographical distribution (data from Baidu index)
Age and gender distribution (data from Baidu index)
As mentioned above, the key to the survival and development of Panda College lies in two points: 1, the user's demand for "knowledge"; 2. User's preference for "payment". Based on this idea, the Panda Academy is classified as a knowledge payment industry for analysis. Let's look at the background of the times first.
The definition of the middle class in economics generally means that people live in the middle class of society at the present stage, regardless of their economic status, political status or social and cultural status. Although there are still differences on the specific income and status of the middle class, it is undeniable that with the economic development, the middle class in China is rising.
According to the research of Euromonitor Information Consulting Company, in 20 15 years, China has the largest middle class population in the world, reaching 109 million, and by 2020, the middle class in China will reach 700 million. According to the national population development strategy research, the population of China will reach 654.38+45 million in 2020. Then, in ten years, the middle class in China will account for more than 48% of the total population, and nearly half of China people will become middle class.
The rise of the middle class has brought two important influences:
According to the survey, 95% of the middle class often or occasionally feel anxious. Among them, uncertainty about the future is the main source of their anxiety, accounting for 7 1%, followed by dissatisfaction with reality, accounting for 46%. This anxiety makes them urgently need to improve their knowledge and ability.
In the process of its rise, the middle class has accumulated certain wealth. Therefore, the rise of the middle class means the improvement of the target users' ability to pay.
The above two points are the background of the whole era.
In recent years, with the rise of paid membership system of music platform and video platform, the paying habits of Internet users in China have been gradually cultivated. Especially in the increasingly fierce competition in the industry, people urgently need to improve their core competitiveness by investing in themselves, so their desire to pay is gradually enhanced.
A few days ago, the "20 17 National Reading Report" released by JD.COM Data Research Institute showed that users in China are developing the habit of paying for content.
The 65438+ paid column was launched in May 2006. Li Xiaolai's "Getting Rich Road" has been subscribed by 12W, and the price is 199 yuan.
On February 3rd, 16 and 16, Himalayan FM launched the first "123 knowledge carnival" based on the content products cooperated with celebrities such as Ma Dong, Wu Xiaobo and Le Jia, and the final sales of that day exceeded 50 million yuan.
According to the data of 65438+March 2007, the total number of users of "Get" APP reached 5.6 million, with an average daily active user of nearly 500,000, and the column sales reached 1.5 million.
People just need to learn and improve themselves, and at the same time have the preference and ability to pay for knowledge. The combination of these factors has brought the spring of knowledge payment industry. 20 16, known as the first year of knowledge payment, the number of knowledge-paying users increased rapidly, and knowledge-paying products ushered in a blowout. In 20 16, the number of users who are willing to pay for knowledge has tripled, and the number of users who pay for knowledge has reached nearly 50 million (estimated according to the operation status of major knowledge payment platforms and many reports such as Shell Network, Penguin Think Tank and Aurora Big Data). As of March 20 17, the overall economic scale of users who pay for knowledge (excluding online education) is estimated to be 17. In 20 17 years, with the increase of user demand, market sinking and industrial chain expansion, this figure is expected to reach 30-50 billion yuan. This series of data shows that the knowledge payment industry has arrived.
It's a pity that I signed up for the Panda Academy and became the 26th student, but this student started studying on 18 1 8, so I haven't had a chance to experience the reading function of panda reading for the time being. Then I found some friends around me, but I didn't find any friends who were reading.
So, in fact, I just went through the registration process of Panda College, but I didn't go through the learning process. The understanding of the product structure and learning process of Panda Academy mainly comes from the second-hand information on the Internet. So the experience is not very full, which is very regrettable. If there is an opportunity in the future, I will supplement the product experience.
4.2. 1 Make a list of books for the study plan, and provide reference for users' systematic study.
4.2.2 Disassemble and refine the book knowledge, so that users can use the fragmented time to learn.
4.2.3 Imitate the school organizational system and form a supervision system.
4.2.4 Use "check-in" and "weekly test" to ensure the learning effect.
In the learning process of users, there will inevitably be corresponding UGC content, such as learning notes and so on. If relatively high-quality content can be precipitated in the product, it will become valuable content wealth, and at the same time, it will play a positive role in encouraging users to produce their own content and improving user retention rate.
As mentioned above, the core function of Panda Academy has two points: one is to make study plans and book lists and disassemble system knowledge; The second is to supervise users' continuous and efficient learning. The core function of Panda College embodies its core competitiveness.
At present, the information people come into contact with is more fragmented. As we all know, the value of fragmented knowledge is far less than that of systematic knowledge, but the learning difficulty and cost of systematic knowledge far exceed that of fragmented knowledge.
Panda Academy dismantled this systematic knowledge content, and through a series of ways, users can use the fragmented time to learn. In this way, the fundamental problem of systematic knowledge learning is solved, and Panda Academy stands out in the whole competitive market.
Because looking at the current knowledge paid products, it still provides some fragmented knowledge content. Even if some platforms have some systematic knowledge content, their value is limited due to the lack of a mechanism for users to adhere to for a long time. It takes a long time to learn systematic knowledge. For many people, this process needs external supervision, and Panda Academy just provides such a supervision mechanism.
To sum up, the core competitiveness of Panda Academy, which is different from other competitors, is to take advantage of fragmentation time to disassemble systematic knowledge into learnable particles and supervise users to learn systematic knowledge for a long time and efficiently. It can be said that Panda Academy is a product that helps users learn system knowledge continuously and efficiently.
The knowledge payment market has ushered in spring. It can be predicted that in the future, the knowledge payment market will surely usher in fierce competition. How does Panda College break through in the fierce competition? Personally, I have a little humble opinion I hope it doesn't make people laugh. Be generous.
At present, Panda College is promoting the "Ten-month Self-improvement" study plan to help users improve themselves in an all-round way through the study of psychology, time management, philosophy and economics. Personally, I think that in the future, Panda College can vertically cut into some more vertical fields, such as workplace skills, investment and financial management, language learning, psychology, etc., and provide targeted knowledge and learning plans for various fields.
Personally, in the process of verticalization, it will be a good choice to choose some practical fields, such as life skills learning, such as examination promotion of various certificates (driving test, etc.). ) and cooking promotion. This kind of practice field is easy to win the favor of users, and it is easier to standardize and test the learning effect.
Judging from the business model of Panda Academy, its users are very sticky, because the user's use time is not less than 15 minutes/day, which is difficult for other competitors to do. It is understood that Panda Academy has gathered hundreds of thousands of users to participate in its learning plan in a short time, and the traffic is very considerable. The gathering of these users, whether tools or platforms, has brought infinite possibilities for the future development of Panda Academy. In a word, Panda College has a bright future.
I wrote this report because I wanted to apply for the position of Panda College, and I was afraid that my favorite position had already been taken, so the whole report was written in a hurry. From the product experience report, there are some missing parts and some parts that do not belong to the product experience report. Strictly speaking, it is not a product experience report, and I am a product white, and some opinions are inevitably naive and unprofessional. I hope HR will forgive you.