I will interpret it through typical and tag analysis. I divide my interpretation into typical type and label type. ?
First of all, in JD.COM, I chose my good friend Lily, a 25-year-old married woman, who has a car, a house and a mortgage, is engaged in the financial industry, with an income of 12K to 20K, a regular life schedule and occasional overtime. Entertainment: reading, watching TV series, games and movies; Cheerful and athletic. Reason for choosing goods: Logistics speed is rarely done in JD.COM, and it is very fast to set up goods warehouses all over the country. Generally speaking, when buying products in JD.COM. COM: For branded clothing and home, I mainly browse the APP on my way to work and after work. Most of the time, I pass the time, occasionally because I just need it. I browse for 30 to 60 minutes every day. When choosing products, buyer's evaluation, friend's recommendation and Weibo's recommendation are the main factors in her choice.
Secondly, I chose Mrding as my typical user. Mrding, bachelor degree, 27 years old, single. Residence: Guangzhou is engaged in Internet industry, with monthly income of10k-20k-20k. She has no car, no house, no loan, and occasionally works overtime and smokes. Shy personality, more curtilage. Main forms of entertainment: reading books and playing games. Pay more attention to the quality of goods when choosing them. Netease YEATION's main products are household items. Usually on the way to work, I use the mobile APP to browse after work, mainly because I just need it, so I will open the APP to browse, and the browsing time is about 20- 15 minutes. The main factors affecting his choice are buyer evaluation and friend recommendation.
According to my understanding, I think JD.COM and Netease YEATION are mainly middle-and high-income young people in first-and second-tier cities, so they are likely to spend their time on their way to work and after work. However, their product positioning is different, and people who choose different platforms have different consumption intentions. The main consumption intention of users who choose JD.COM is 3C electronic products, and the slogan of Netease YEATION is: Good life is not so expensive, so the main consumption intention of choosing is to pursue good and cheap goods and pay more attention to home life. I also looked up some materials, and based on these materials, I made some other discoveries.
The first is the gender ratio. The ratio of male to female users in JD.COM has reached 6:4, mainly because in life, it is generally male users who choose household appliances. There is little difference between male and female users of Netease YEATION products.
The age distribution of JD.COM users and Netease YEATION users is roughly the same. Young and middle-aged people are the main force of consumption.
The consumer groups of JD.COM and Netease YEATION are mainly distributed in super-first-tier, first-tier and second-tier cities. Netease YEATION has more first-line and super-first-line users, mainly because these people pay more attention to the quality of life.
Non-professionals, new to the product manager industry, welcome criticism and suggestions.