Editor’s guide: With the development of science and technology, many tedious offline jobs can gradually choose to operate online, which undoubtedly improves people’s life efficiency. This is reflected in the development and use of online wedding apps. However, the wedding is also prudent. It is difficult for users to decide which wedding APP to choose to operate the wedding work. The author of this article has made a comparative analysis of the two wedding APPs, Wedding Anniversary and China Wedding Expo. Maybe after reading it, you will choose the wedding APP that suits you best.
Editor’s guide: With the development of science and technology, many tedious offline jobs can gradually choose to operate online, which undoubtedly improves people’s life efficiency. This is reflected in the development and use of online wedding apps. However, the wedding is also prudent. It is difficult for users to decide which wedding APP to choose to operate the wedding work. The author of this article has made a comparative analysis of the two wedding APPs, Wedding Anniversary and China Wedding Expo. Maybe after reading it, you will choose the wedding APP that suits you best.
- Purpose of Competitive Product Analysis
“Going to a well-off life and a better life.” With the improvement of our quality of life and the improvement of our economic level, people are increasingly pursuing perfect and gorgeous weddings. It takes a lot of manpower, material resources, financial resources and time to hold a wedding. From wedding rings to wedding dresses, from weddings to wedding banquets, from wedding photos to wedding beds, we have to buy or obtain different things from different channels, and even some things are difficult to find supplies. Party, such as wedding post printing, emcee, makeup artist, etc.
Technology makes our lives easier. Users can solve all wedding problems through APP.
However, wedding apps are also similar, which one is better to use, which one can help us solve wedding problems faster and easier, and to put forward personal optimization suggestions. This is the purpose of this competitive product analysis.
Competitive product selection
The most popular wedding apps at the moment belong to Wedding Anniversary and China Wedding Expo. The wedding record has a strong wedding user group and businessmen, and the China Wedding Expo will increase its influence and users in the form of a wedding exhibition. The two apps with different business models have their own merits and are very popular among married couples.
Introduction to China Wedding Expo
The China Wedding Expo, the world’s largest-scale wedding fair, and world-class brand wedding exhibitions are held in Beijing, Shanghai, Tianjin, Wuhan, Guangzhou, Hangzhou, Chengdu and other places at the same time each year. With the aim of “linking international wedding trends and leading Chinese wedding fashion consumption”, the wedding expo accurately targets the wedding consumers. Since its establishment, it has kept pace with the times and explored the business philosophy of “online and offline integration”.
China Wedding Expo is China’s first e-commerce trading platform that integrates wedding consultants and wedding shopping. It closely focuses on wedding consumption needs. It has become the first choice for millions of newlyweds as a quality platform for wedding purchases and a weather vane for wedding fashion.
1) Development history
In February 2005, the first China Wedding Expo (hereinafter referred to as the “Wedding Expo”) opened in the Beijing Exhibition Hall.
At the end of 2008, the online platform of the wedding fair began to be built, combined with shopping malls, communities, reviews, tools and other content, and later launched related APPs to further connect online and offline.
In the 15 years from 2005 to 2019, the China Wedding Expo has successively landed in 7 cities in Beijing, Shanghai, Guangzhou, Wuhan, Tianjin, Hangzhou, and Chengdu. So far, it has successfully held more than 170 exhibitions and served tens of millions of newlyweds. There are more than 150,000 real consumption reviews, and the annual transaction volume of mainstream merchants exceeds 17 billion.
In order to better serve the new and new families in China, the China Wedding Expo has opened “Family Fairs” in Shanghai, Guangzhou, Wuhan, Tianjin, Hangzhou, and Chengdu since 2007, and “Children’s Fairs” in Beijing, Guangzhou, and Shanghai since 2016. So far, it has completed the layout of the ecological chain from decoration, marriage preparation, pregnancy preparation, and parent-child, from a single exhibition to a new and new family major consumption O2O experience new retail platform.
2) Brand positioning
One-stop wedding ordering platform.
- The development of the wedding
Wedding Ji was established in 2013. It is a wedding service platform launched by Hangzhou Huoshaoyun Technology Co., Ltd. The services related to marriage include wedding banquet reservations, wedding photography, wedding planning, wedding dresses, jewelry diamond rings, wedding room layout, wedding car rental, wedding candy Invitations, emcee, camera, make-up, overseas weddings and other wedding preparations.
1) Development history
- At the end of 2012, preparations for the wedding ceremony began.
- In March 2013, the wedding anniversary was officially launched.
- In July 2013, the wedding anniversary received millions of yuan angel investment from Qingsong Fund.
- In August 2014, the wedding ceremony received millions of dollars in financing from Vertex.
- In April 2015, the wedding ceremony completed a tens of millions of US dollars level B round of financing led by Jingwei Venture Capital.
- In March 2018, the wedding ceremony completed 65 million U.S. dollars in Series C financing, and plans to launch a 200 million RMB industrial investment fund.
- In June 2018, the C1 round of financing was completed.
- In July 2018, more than 80,000 merchants have settled on the wedding ceremony platform, distributed in 357 cities, served more than 30 million users, and facilitated nearly 1 billion transactions per month.
- In March 2019, the wedding ceremony received 70 million US dollars in D1 round of financing. This round was jointly invested by Lanxin Asia and Jingwei China.
- In October 2020, the number of wedding users reached 80 million, and more than 200,000 merchants settled in, covering more than 400 cities and regions.
2) Brand positioning
One-stop service platform for wedding preparations.
Three, data analysis 1. APP Index
The indexes of the two apps obtained from iResearch’s data are as follows. It can be seen that the wedding apps have a low usage rate for users, and they are not software that users must use every day. At the same time, many newly married couples have delays in preparing for marriage, and the cycle of preparing for marriage will be very long.
As can be seen from the following two pictures, the popularity of China Wedding Expo began to rise in March 2020, and it began to slow down in October.
The popularity of the wedding epoch begins in March 2020, and the popularity tends to decline. The trend of the index may be related to the company’s business model and the information obtained by users. However, the user traffic of the wedding period is still more than that of the Chinese wedding expo, and the chain growth of the wedding period has dropped significantly.
China Wedding Expo APP Index (Source iResearch Data)
Wedding history APP index (source iResearch data)
- News trends
Since its establishment in 2005, the China Wedding Expo has maintained a good popularity through wedding exhibitions and advertising. However, since 2013, after the birth of the wedding anniversary, the popularity of the wedding anniversary has continued to rise. Two years after the establishment of the wedding anniversary, the news has surpassed the China Wedding Expo. At the same time, the news of the China Wedding Expo has been declining year by year, and the popularity of the wedding ceremony has remained more than 5 times that of the China Wedding Expo.
It can be seen from the figure that users are more and more preferring wedding ceremonies, and the popularity of China Wedding Expo has been decreasing year by year.
Comparison chart of wedding history and China Wedding Expo trends (source Baidu index)
Demand Map
According to the demand map of China Wedding Expo and Wedding Chronicles, it can be seen that users’ demand for China Wedding Expo will be at wedding fairs in first- and second-tier cities, while the demand for Wedding Chronicles lies in the need for invitations, wedding photos, and wedding photos. Wedding related products such as wedding MV and wedding.
Therefore, the user’s demand for wedding ceremonies is more focused on wedding necessities, which is just a rigid demand; while the demand for China Wedding Expo is biased towards wedding exhibitions, which belong to entertainment needs and are not a necessary part of a wedding.
China Wedding Expo Demand Map (Source: Baidu Index)
Wedding chronology demand map (source Baidu index)
User groups
1) User geographic analysis
The user groups of the China Wedding Expo are mainly first-tier and second-tier cities such as Shanghai, Beijing, Hangzhou, Chengdu, Guangzhou, Tianjin, and Wuhan. The user groups of the wedding ceremony are concentrated in Zhejiang, Guangdong, Beijing, Shandong, Jiangsu, Sichuan, Henan and other population bases. And central cities with high population density.
The China Wedding Expo annually holds four seasons of wedding exhibitions in 7 cities, including Beijing, Shanghai, Guangzhou, Wuhan, Tianjin, Hangzhou, and Chengdu, thereby increasing users’ awareness of the brand and the volume of wedding merchandise. Therefore, the number of users of China Wedding Expo in these 7 cities is far more than other cities.
The wedding anniversary pays more attention to online users and online APP usage and commodity transaction volume, and at the same time expands business in surrounding cities in Zhejiang, thereby increasing brand awareness and brand influence.
The level of economic development and informatization in the central region of my country is higher than that in the fringe areas, and the population flow in sparsely populated areas and mountainous areas is relatively low compared to other cities. This has led to the fact that users in fringe areas and mountainous areas do not know much about the wedding ceremony, such as Qinghai, Heilongjiang, Guizhou, Yunnan and Guangxi.
Therefore, while increasing the number of users in central cities, the wedding ceremony should pay more attention to the growth of users in fringe cities and mountainous cities in order to further increase brand awareness and commercial revenue.
Geographical analysis of wedding users (source Baidu index)
2) User age analysis
Through the analysis of the age of mobile APP users, it can be seen that the users of China Wedding Expo are only 26.26% under the age of 25, and users over the age of 25 account for more than 70%; while the users under the age of 25 account for the wedding ceremony. 43.82%, the proportion of users between 25-30 years old is 18.75%.
The users of the Wedding Ji APP tend to be younger and more popular among young people, while the users of the China Wedding Expo APP are more inclined to marry older people.
For young people, just entering the society, work experience and reserve funds are not sufficient, but it is easier to enter the palace of marriage with their loved ones. However, most of the older subjects are likely to be afraid of marriage or not marrying after experiencing emotional, social, and work hardships.
Therefore, young people pay more attention to the cost-effectiveness of products when choosing wedding products, while older people who get married have sufficient funds and pay more attention to the quality of wedding products.
The wedding has more than 200,000 merchants, involving more than 400 cities, and there are more choices in price and brand, which can meet different needs and users of different ages.
The China Wedding Expo pays more attention to the fashion and brand quality of weddings. The price is relatively low, and there are fewer cities and price ranges to choose from. It is more suitable for petty bourgeois wedding couples who pursue wedding fashion and brand in first- and second-tier cities.
Proportion of age of people using APP in China Wedding Expo (Source: iResearch data)
Proportion of age of wedding app users (source iResearch data)
3) User gender analysis
Girls are slightly more interested in the China Wedding Expo than boys, and 50% more boys are interested in wedding ceremonies than girls.
This can reflect a problem from the side: girls tend to be more sensual, more likely to be interested in wedding exhibitions, and more like visual experience; while boys tend to be rational, and they tend to be more practical and simple when dealing with wedding issues.
Wedding history and the proportion of search users at the China Wedding Expo by gender (source Baidu index)
Analysis of the five elements of user experience 1. Strategic level
1) China Wedding Expo
- Product positioning: a one-stop wedding ordering platform.
- Product features: complete, big-name, fashionable, authentic, caring, wedding exhibition, membership service.
- Business model: Attract more married consumers in the form of wedding exhibitions, enhance brand awareness and influence, adopt offline + online co-sales model, and increase the turnover of weddings. Offline wedding fairs charge brand booth fees, and at the same time collect commissions from online wedding merchants, and earn profits by charging merchants through advertising recommendations on the APP.
2) Wedding history
- Product positioning: a one-stop service platform for wedding preparations.
- Product features: safe, affordable, authentic, practical, interesting, luxurious and beautiful.
- Business model: Help married couples solve wedding problems through mobile apps and websites, and collect commissions from merchants. A strong user group can get a certain amount of traffic costs, and advertising costs will get more profits. Simultaneously, The offline brand store started by the wedding to help increase online transaction volume.
Judging from the functional scope of the China Wedding Expo and the Wedding Chronicle APP, both have the function of wedding merchandise, but the wedding Chronicle has the wedding small merchandise of the wedding supplies. From the perspective of the selectable products, the Wedding Chronicle has more functions and businesses. More comprehensive.
China Wedding Expo will have a separate cash coupon function, and users can purchase goods after receiving the coupon. In the case of cash coupons, users will psychologically feel that they are making money by buying things, which can increase the transaction volume of users buying goods to a certain extent.
At the same time, in the unique wedding fair, users can receive tickets for free and bring users to the scene to let users see the real objects, which can greatly increase users’ impulse and desire to purchase wedding goods.
The unique bridal talk function of the wedding app is a function of wedding experience and social experience between brides and newlyweds. Through the bride’s talk, the newlyweds can learn about the problems encountered by other people in preparing for the marriage or during the marriage, and how to solve them, or the status of other people’s weddings. The bride said that the function can greatly improve user stickiness and retention rate in a short time.
- Structure layer
From the perspective of the information architecture of the two, both have the function of buying big wedding products and the function of learning about preparations for marriage. However, because the business models of China Wedding Expo and Wedding Ji are different, the functional structure of the two is also not the same. .
The functional structure of the wedding chronology is composed of “Home”, “Wedding Supplies”, “Bride Talk”, “Marriage Preparation Manual”, and “We”. The structure is clearer, the functions of wedding products purchase are more complete, and there are also fun brides. The function of communicating the feelings of preparing for marriage.
Among them, “release” occupies the bottom key position in the bride’s talk, which can facilitate users to better release and conduct wedding-related communications.
In addition to big-ticket items such as weddings, wedding banquets, and wedding photos, some small items that are hard to find for marriage, such as wedding beds, souvenirs, balloons, etc., can be found in “Wedding Supplies”, providing a real one-stop service for brides .
The China Wedding Expo is composed of “Homepage”, “Cash Vouchers”, “Wedding Expo”, “Wedding Channel” and “My”.
It can conduct online transactions and focus on the on-site experience of the “Wedding Expo”. Through the wedding exhibition, it attracts more users to conduct wedding transactions. At the same time, users can see the real objects and quality on the spot, dispelling users’ worries about the online seller show.
The “Cash Voucher” function makes it easy for users to find coupons from more merchants, which can save users on marriage preparation expenses.
Architecture
1) Homepage feature comparison
The homepage functions of the two APPs are not much different. The China Wedding Expo has some recommended content on the main page and the jump page, as well as recommendations of fashionable wedding merchants and discount activities.
From a commercial point of view, it can increase user transaction volume to a certain extent and obtain advertising fees from some businesses. But for the user, there are some recommended content before the main function of each page, which will interfere with the user’s main task of choosing the product, divert the user’s attention, cause a certain psychological burden on the user’s heart, and reduce the user’s use of the APP. Frequency of.
Home page function of China Wedding Expo APP
Home page function of wedding epoch APP
The functions and content on the Wedding Ji APP revolve around the main functions to help users find what they want. There are a small part of the recommended content, but the proportion is not large and the location is not conspicuous. Each jump page that arrives from the homepage uses two columns to display the products, the function is clear and the function maintains the consistency and retains the difference.
However, the jump pages of the China Wedding Expo are displayed in two columns and some are displayed in one column. The functions and layouts are almost consistent, and users need to think about and adapt to the differences in information display on different pages.
It can be seen that the app is more practical and easier to use.
2) Marriage preparation strategy function comparison
The wedding preparation strategy of the China Wedding Expo is launched in the form of articles + videos, but some functions are displayed in a row, and some functions are displayed in a row, and the information of the functions is inconsistent.
But the single column pull down to view the function of the strategy, it is easy for users to generate heart flow, immersed in the content of rewards one after another. The forms of videos and pictures are more addictive to users. At the same time, the content of the strategy is varied, which is worth learning for married couples.
China Wedding Expo APP Marriage Preparation Strategy Function
The wedding preparation strategy function of Wedding Ji APP is classified by bookmarks, and you can choose different classifications by sliding the bookmarks. The functional interaction is relatively novel and fun, and the content structure of each page is kept consistent.
However, there are relatively few interesting content, each category has only a few articles, and the form of article reading requires a certain amount of learning cost and time cost for users.
On the whole, the China Wedding Expo’s preparation strategy for marriage is more useful and interesting.
Wedding Announcement APP Marriage Preparation Strategy Function
3) E-invitation
From a functional point of view, the electronic invitations of the two APPs are very simple and easy to use.
Judging from the content of the invitation template, the content of the wedding e-invitation card is diverse and beautiful and interesting. The content and quantity of the invitations of the China Wedding Expo need to be updated, and most of the invitations require membership to be used.
In this case, users will decisively choose to use the free and more attractive wedding anniversary.
China Wedding Expo APP Wedding Invitation Function Wedding Record APP Electronic Invitation Function
4) Other functions
The functions of cash coupons and wedding fairs in the China Wedding Expo APP are relatively simple, mainly to receive cash coupons from stores, view wedding fair information and receive tickets. These two functions are more in line with its business model and marketing model, but for newly married couples, it is not particularly reasonable to place these two functions at the bottom as important functions. There can be more functions that are more practical and interesting for weddings. .
China Wedding Expo APP Cash Coupons and Wedding Expo Functions
The wedding supplies function of the Wedding Ji APP takes into account all kinds of things that need to be used when getting married, ranging from wedding invitations to small balloon decorations. The reasonable classification makes it easier for users to find what they want.
New Year Talk is an important function of the APP. You can view other people’s wedding thoughts or interesting things, and you can also post your own wedding thoughts. The bride and the newlyweds can communicate with each other.
Wedding Announcement APP Wedding Supplies and Bride Talking Function
Presentation layer
Judging from the interface colors and pictures of the China Wedding Expo APP, the colors used in each interface are not the same, such as pink, purple, and orange. Recommended content and graphic design will also affect the aesthetics of the interface. There are too many different page font sizes, and the bottom navigation icons and fonts are also bold.
Generally speaking, 2-3 different font sizes of the interface are the best, too many different sizes will make the interface messy.
China Wedding Expo APP
The interface of the wedding epoch APP uses white as the main color as the background, and light gray as the auxiliary color. The color and size of the icons and fonts are relatively clean and tidy. The font size is more uniform, the icons are brighter, the interface is more white, and the interface style and color are more uniform, which gives users a more refreshing experience.
The bright color + dark color of the China Wedding Expo APP, and the excessive interface color will bring a certain sense of oppression to users.
Wedding Announcement APP Homepage
Five, summary
For newlyweds who are going to get married, it is more suitable to use the Wedding Ji APP. The reasons are as follows:
There are also some areas that can be improved in the wedding app:
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