In the following, we will deconstruct the huge and complex sinking market from the perspective of user stratification.
In terms of the dimension of user stratification, we choose the more mature life style and value model (VALS) in user segmentation, and qualitatively classify the users into 8 categories: idle and playful, stable and enterprising, quality and enterprising, raising a family and working hard, raising a family, living in a stable house and teaching a family, living in a stable house, being a Buddhist uncle, and being a square-dancing aunt.
In order to make it easier to describe each type of user, we have chosen a typical person to introduce (although we are talking about one person, we hope you can see the millions of users who have the same characteristics as him standing behind him).
I. Idle and playful
1. Core characteristics
Mostly post-00s socialites, single, with lower education and less stress in their lives; they value friendship and are easily influenced by their friends.
Internet professionals in the sinking market, the breadth and depth of Internet use are high, and they know how to save money; they pursue fun and leisure, and are more excluded from high-intensity work.
2. Representatives
Wang Xiao
3. Demographic attributes
19 years old, junior high school education, single, has been working for 3 years, currently a used car store salesman in the county.
"I'm now renting a room with my classmates in the county, and it's only 20 minutes to go to work on an electric bike. Going to work is also online to talk about the single, not busy when you can also play with the phone. It is not very difficult to complete the task every month, so it is still relatively easy.
The company has a bed, 2 hours at noon can be a lunch break, lunch break will generally brush half an hour fast hand, and then rest. 6 p.m. off work, off work with students a piece of cooking, 7:30 to 8 o'clock after dinner, after dinner either eat chicken together, or play with their own cell phones, watching movies and TV shows.
You can take 2-3 days off a month, and you can choose which days you want to take off. The two days off usually go out with friends, playing cards or singing."
4. State of Life
(Note: In order to reflect and express users' real state of life more intuitively, this research uses the picture probing technology, that is, in the interview, we provide pictures containing different life scenes, different colors, and different elements as the medium, and the users select the pictures that can refer to their current or ideal state of life, and make interpretations of the technology. (Same below.)
Current state of life: work is free, eat, drink and be happy.
Ideal state of life: traveling, close friends often get together.
5. Consumption
The main expenses are not only the necessary rent and dining expenses, but also the biggest expenses are the social entertainment expenses (e.g., singing and gathering).
Shopping channels are mainly online, and there is a clear positioning of each shopping site. For example, Pinduoduo is only suitable for buying things with fast replacement frequency and irrelevant quality, such as socks and cell phone cases.
6. Social
Social
Particularly valued friendship, and easily influenced by friends. The influence of friends can be seen in everything from choosing a career to the perception of an app.
This type of user is still the only class of users in the sinking market where there is unfamiliar social behavior, and they will meet strangers through games, short videos (such as fast hands), and unfamiliar dating software (Stranger, Tan Tan), with the majority of heterosexuals.
7. Internet use
Wide range of Internet use, in addition to popular brands, live broadcasting, unfamiliar social categories, sports, games, community, local life, second-hand e-commerce category are used.
The degree of Internet use is also deeper, and the length of use is longer than any other user.
Some users are also content contributors to certain APPs, preferring APPs with stronger entertainment attributes, such as short videos, games and novels; they have a higher preference for games, and are mostly heavy gamers with more time to invest and a higher willingness to pay; and they "don't really look" at information software.
The purpose is clear, they only download what they think is useful, and are seldom influenced by operational activities to download a certain software.
Second, stable and enterprising type
1. Core Characteristics
Generally unmarried users who are of marriageable age, with high education level, mostly civil servants, state-owned enterprises or brain workers with high income in the sinking market, and junior "white-collar" workers in the sinking market.
Survival pressure is low, but they are aggressive in order to build a family, achieve a better self, and pursue a stable life.
2. Representatives
Ling Ding
3. Demographic Attributes
26 years old, bachelor's degree, unmarried with a couple, has been working for 2 years, is currently a finance officer of an enterprise in the county.
"After graduating from college, I returned to my hometown after not finding a satisfactory job outside. Now in a friend a factory as a financial, 8:00 am to 11:30 am, 2:30 pm to 6:00 pm. In general, it's not very busy and rarely works overtime.
After work, it's just a matter of organizing a meeting, taking a walk, going for a swim, or going on a date to go shopping. If you don't have anything else to do, you can brush the Jieyin and Wechat, and you can also go out to travel 1-2 times a year.
Now I'm also taking training to prepare for the civil service exam. I'm not sure if I'm going to be able to do that, but I'm sure I'll be able to do it in the future. Later married, to buy a house, now also in the savings."
4. Life status
Current life status: life is leisurely, slow pace.
Ideal state of life: life is stable and quality.
5. Consumption
Consumption expenditure is mainly for daily life.
The concept of quality is more important, and the brand is important for the goods that you value (such as skin care). Online shopping channels to Taobao is mainly, the main low-priced Pinduoduo not cold.
6. Internet use
APP download focuses on practicality and purpose, and will be downloaded only when needed, and uninstalled after a period of time without use, and only one software of the same type is installed, with a high willingness to pay for membership.
Content preference emphasizes "nutrition", preferring sports and fitness, romance, local information, career and study-related public numbers or APPs, with particular attention to local real estate-related information.
This type of user is very cautious about relying on social fission forwarding and sharing, worrying about harassment of others, and also worrying about the impact of the shared content on their own persona; while valuable and nutritious information (such as future urban planning) will be forwarded on their own initiative.
Three, quality and enterprising type
1. Core qualities
The "middle class" in the sinking market are mostly those who have established their own homes and businesses; they have higher incomes, are debt-free, and own homes and cars, and they are pursuing better quality of life; and they are striving to open up more sources of income in their careers.
2. Representatives
Qin Jie
3. Demographic attributes
33 years old, bachelor's degree; married with children; middle management of enterprises; 10 years of work.
"Currently in charge of products and finance in a factory producing auto parts, things are miscellaneous and I have a lot of socializing. When I'm not doing anything, I'll drive a drop, and I've already earned more than 10,000 yuan; when I come home, I'll be responsible for counseling my children on their homework, and my wife will be responsible for cooking and doing the household chores.
I prefer to have a sense of technology, home basically a full set of millet smart home. On weekends or vacations, I will take my children out for a trip.
Now I'm pregnant with my second child, and recently I've been planning to buy another set or change to a bigger house. In the future, I also want to take some financial and technical certificates, which are a plus if you change jobs."
4. Life status
Current life status: a lot of socializing, fast-paced, and high work pressure.
Ideal life status: bigger house, stress-free idyllic life, balance between self and family.
5. Consumption
Expenditures on children's education and entertainment are the biggest expenditures for this group.
Consumption concepts prioritize personal preferences, followed by quality and price; will buy items that improve the quality of life, such as health care products, smart home, travel products, etc..
6. Socialize
Have a wide range of contacts and a lot of passive socializing.
7. Internet use
Because of the higher income, the scope of APP use extends from the basic social, e-commerce, entertainment APP to financial management APP.
Entertainment preference for jitterbugs, watching, sending both, sending out content mostly in the category of a skill, appealing to increase the sense of superiority.
Internet willingness to pay is high, and there is a high willingness to pay for paid members of video software and paid functions of tool software; there is little interest in wool-gathering type of operation activities on the Internet.
Four, the family teaching children type
1. Core qualities
Most of the baby moms, the child is the center of gravity of the life of this type of users, the vast majority of the time is spent on doing things related to children.
At the same time, because of the lack of income or income is not high, especially sensitive to the price, all kinds of operational activities to participate in the willingness to be higher. However, loyalty is low, and it is easy to turn to other brands when similar software that is more affordable or more profitable comes along.
2. Representative Personality
Lily Liu
3. Demographic Attributes
31 years old, junior college; married, two children, full-time housewife; no income.
"A family of four, my lover works in a nearby factory, and I stay home full-time to take care of my two children. The house is an old one bought many years ago, and the car is mainly for picking up the kids and taking them out.
The daily life is very simple, basically to send and pick up the oldest to go to school, the oldest is not at home, take the oldest to play, take the children out for a walk in the evening. 9:00 or so to come home, wash, and the oldest to play games, accompany the oldest to watch TV and go to bed.
The free time every day is when the kids take a nap or go to bed at night, which is even more exhausting compared to a year ago. A year ago, the oldest study do not have to worry about, now higher grades and more courses, but also need to tutor homework. It's hard to have two kids, and it's inconvenient in every way to take the younger one and send the older one.
The love of his life has his own routine, which is basically out of sync with ours. He usually gets up around 6:00, goes out at 6:30, and eats lunch at the office; he gets off work at 6:30 p.m., and after dinner, he watches TV at home alone, then goes to bed. Bringing up children on will not help much."
4. State of life
Current state of life: children dominate everything in daily life, trivial, fast-paced, stressful, lack of self.
Ideal life status: longing for the coziness of family, independent self, and a life that belongs entirely to oneself.
During the interview, it was obvious that the mothers had contradictions in their hearts. On the one hand, their love for their children made them focus on their children, and on the other hand, they longed to be free from their current lives and have independent selves.
5. Consumption
This type of user has little or no personal income, so they are especially sensitive to price, and are mostly willing to try channels that allow them to earn extra income or save money.
When shopping, they usually compare multiple platforms and are highly receptive to channels that offer good value for money. The non-tier-one e-commerce brands that appeared in this interview are all found in this group, such as Beidian, Global Catcher, Xingsheng Youchuan, Squirrel Spelling, etc.;
6. Internet Usage
There is a high level of interest in articles, information, and APPs related to children (e.g., education, communication) and themselves (e.g., women, emotions, and inspirational categories).
Additionally, there is a high level of participation in Internet wool-gathering operations. Download software to send cash, share the red packets, daily task rewards, now pay attention to the public number to send gifts and other types of operational activities are full of interest, the daily income of 1-2 yuan that is very attractive.
Fifth, to support the family fighting type
1. Core qualities
Mostly men who are the main contributor to the family's income, the income is relatively low.
The family is in a growing period and under pressure; eager to give the family a better life and more companionship, but also eager to have their own time and live for themselves.
2. Representative Characters
Xiong Zhigang
3. Demographic Attributes
36 years old; middle school; married with children; plumber; worked for 10 years.
"I used to work in Zhejiang, then listened to my then-boss's advice to go home and open my own store.
But now the business is not doing well, not busy when you have to find a job, laying plumbing for others. Now life is very stressful, this also need money, that also need money, annoying. Now I hope that I don't need to support my family, I can retreat to live an idyllic life, not need to worry about people's lives, not need to think about how to make money to support my family.
Now will also often take the dog to sit on the top to watch the sun go down, alone, do not want the family's interference ."
4. Life status
Current life status: life is stressful, financial constraints.
Ideal living condition: desire to give the family better living conditions and more time to accompany, but also desire to be alone and stress-free life.
5. Consumption
Personal expenditure is less, mostly for family expenditure, such as family insurance, child-related, etc.; consumption concepts are rational, and there is a clear understanding of the shopping channels, such as the big goods offline stores to buy, the quality of high demand for home appliances and digital go to Jingdong, clothing and cosmetics go to Taobao, the quality of the quality of no matter how cheap it is to go to Pinduoduo.
6. Internet use
APP download a strong sense of purpose, low desire to taste.
The scope of use is also relatively narrow, in addition to WeChat, shopping, the rest are mainly entertainment APP, such as novels, short videos.
Information attention is less, occasionally attention is also to bring their own browser to view the main.
Six, settled and stable type
1. Core qualities
Family life cycle is mostly in a stable period, the user is also mostly middle-aged, career stability, less pressure on life, more personal time to pursue their own preferences.
2. Representative Characters
Jackie Hara
3. Demographic Attributes
40 years old; junior high school; married with kids; factory safety officer; 10+ years of work.
"I've been doing this job now for more than 10 years, and I'm pretty good at it . I'm not sure if I'm going to be able to do this, but I'm going to be able to do it, and I'm going to be able to do it.
Last year, I got into running, and now I get up at 5:00 a.m. every day to run for 40 minutes, and then I go home to wash up and go to work. On weekends, I take double time off and also participate in running group activities. Sometimes also go out of town to participate in the marathon.
When I'm off, I also buy groceries and cook, and on Sunday afternoons I go to a cafe by myself to read and laze around."
4. Life status
Current life status: living a comfortable and relaxed life and enjoying myself.
Ideal life state: seeing the world with my family, living a leisurely life.
5. Consumption
Consumption expenditures are relatively diverse, such as daily expenses for family life, children's education, expenses for supporting the elderly, and expenses for interpersonal contacts.
The concept of rationality, the importance of quality, believe that every penny counts; willing to invest and pay for personal preferences.
6. Internet Usage
This type of user has more leisure time, and spends more time using long videos than short videos for online entertainment, and more time chasing dramas with long videos.
In addition, because of factors such as older age and more stable career, this category of users is no longer interested in popular new popular applications (such as Jitterbug and Shutterbug), and utility becomes the primary factor in deciding to download. They are more concerned about local, education, sports and health information.
Seven, Buddhist uncle type
1. Core Characteristics
Generally middle-aged and elderly male users, older, less educated, and their children are already working. Their attitude towards life is casual and easy-going, and they are more Buddhist.
Internet white users, the operation is less skilled, easy to be guided to download; on the Internet operation activities of the defense mentality is stronger, worried about being cheated.
2. Representative Personality
Leung Kwok Ping
3. Demographic Attributes
52 years old; Junior High School; Married with children; Renovation Foreman; 30+ years.
"Now if there's work, I do it; if there's nothing to do, I stay at home. If there's more to do, you can pick what you like to do. It's very much like guerrilla work, going where the work is. It's freer to get off work every day at noon and in the evening, and on weekends.
When you're not doing anything, look at Lovecraft, Shake, Watermelon, Volcano, and novels. It's all about what's recommended and what you read, and if you're interested, you'll continue to read, and if there's nothing new, you'll change the platform.
Much of the software I do not know how to get down, sometimes pop-up prompts, messy point appeared on the phone; some of the children to help down."
4. Life status
Current life status: live in peace and enjoy life.
Ideal state of life: leisurely and playful.
5. Internet Usage
Internet users are novices, and they need the help of their family members (children) to download and use a lot of software. Some of the basic operations (such as the public number to cancel the attention) do not know how to operate (think delete is to cancel the attention); typing more with writing, easy to be guided.
Because of a lack of knowledge about Internet use, some software downloads were guided by other software (e.g., headline software, Tencent news, etc.).
Advertising conversion rate is high, the degree of interest in purchasing goods ads pushed in the information is high (such as the e-commerce ads at the end of Tencent news articles in WeChat), and measures such as cash-on-delivery and 7-day free refund reinforce the trust in the ads, and the purchasing rate is high.
Will pay for content that is attracted, such as serialized novels. Online serialized novels are generally longer and have more free reading chapters, often giving this type of user the illusion that all chapters are free.
Strong awareness of fraud prevention, the APP appears in the category of red packets often turn a blind eye, think "fake", "ulterior motives", afraid of being cheated, of which the southern users are especially obvious.
Eight, square dance amah type
1. Core characteristics
Mostly middle-aged and elderly female users, older, less educated, children have children.
Daily life to help take care of grandchildren, but also relatively more leisure time, a wide range of interests, leisure life is rich and diverse, life is leisurely and comfortable.
2. Representative Characters
Zhan Cuiping
3. Demographic Attributes
50 years old; junior high school dropout; married with children; housewife; 30+ years.
"My life now is to help with my grandchildren, and when I have nothing else to do, I do square dancing and take a walk. I also participate in our local outdoor sports association, which often organizes hiking and climbing activities, and I've participated in 4 or 5 of them so far.
It's a good thing that I'm so happy to have you here, because I'm so proud of you. There is also time to go out with your husband, take a drive. Every day at noon and evening after work, as well as the weekend are relatively free.
When you're not doing anything, look at Lovecraft, Jitterbug, Watermelon, Volcano, and novels. I'm not sure what I'm talking about, but I'm not sure what I'm talking about, and I'm not sure what I'm talking about, but I'm not sure what I'm talking about. Novels addicted to spend money to see the end, before having spent nearly 200 to finish a novel."
3. Life status
Current life status: old friends get together and travel the mountains.
Ideal state of life: taking children and grandchildren on family trips.
4. Internet use
It is more sensitive to the price, different online channels will try, and those who are satisfied with the use will keep buying and recommending for others.
More interested in entertainment software, high willingness to try, such as Jitterbug, national k song; information, more interested in social events, local news, to pass the time and increase social topics as the main purpose.
Revelation
Overall, each type of user in the sinking market behaves differently in terms of their life status, consumerism, and Internet usage.
But it is also these different behaviors that play different roles when Internet companies enter the sinking market.
For example, the casual and playful users are young and have low incomes; however, they have a strong learning ability and a high willingness to try new Internet products, so they can play the role of product "leaders.
Household teaching type of user and square dance aunt, lower income, high price sensitivity, love to share, and the impact of the sharing of less consideration, is the sinking market in the Internet products of the excellent "spreader".
Stable and aggressive and quality aggressive, as the "white collar" and "middle class" in the sinking market, with high incomes, lots of leisure time, and strong willingness to pay, they are the "consumers" of many products and contents. The "consumer" is a lot of products and content.
Other users can be targeted for discovery based on their life status and value performance.
Other
Female users in the sinking market are more price-sensitive, and have a high willingness to download and participate in software or activities where they can gain additional income or cost savings.
Subject to factors such as cell phone configuration, the effect of first-mover advantage of APP is particularly obvious, and latecomers of the same kind of software will have greater difficulty in promoting it relative to first- and second-tier cities.
Education is something that families with children in the sinking market particularly value, and for families with a monthly salary of 5,000 yuan, willing to take out 20,000 yuan to give their children a right-brain tutoring class, although it is a case in point. But this can be seen, education in the minds of users in the sinking market, education products in the sinking market still have great opportunities.
The sinking market users have a lot of spare time, while the whole block of spare time in terms of days is very little.
Compared to the weekly double vacation pattern that is common in Tier 1 and Tier 2 cities, in the sinking markets it is often on a monthly basis, with 4 days or less per month being common. Therefore, some of the things that require a large chunk of leisure time to be able to do has become a luxury. For example, traveling has become the ideal lifestyle expressed by many users in the photo quiz.
The ideal life needs to be supported, and the occasional realization of it can make users highly encouraged, and these also provide the soil for the development of travel-related products in the sinking market.