This article analyzes the differences, advantages and disadvantages between "Lazy Rice" and "Recipe Daquan" from the perspectives of strategic level and functional structure, and tries to explore the next development direction of "Lazy Rice". 1. Market Background 1.1 Market Environment As people pay more and more attention to healthy eating and video security issues, people start to focus on cooking at home rather than ordering take-out and eating out. Therefore, for user groups who cannot cook but have cooking needs, the demand for recipes getting email list stronger. Judging from the top 100 products of food and drink products and the top 20 downloads on iOS in the past year, the recipe APP has squeezed into the track and accounted for the highest proportion, and takeaway no longer dominates the gourmet market. 1.2 Profit Model 1.2.1 E-commerce
At present, there are two main types of e-commerce business for recipe apps. The first is to open an e-commerce platform to provide merchants to settle in. The merchants open stores and operate independently, and the platform charges service commissions. Vertical e-commerce, cooperating with high-quality suppliers, direct-to-consumer. Get sales revenue. 1.2.2 Ad Traffic Most recipe apps will display brand advertisements of kitchen appliances, kitchen email list utensils, condiments and other products in the recipes, and charge advertising fees, which has become the main source of profit for recipe apps. 1.2.3 Smart Kitchen Appliances Next, the new development direction of recipe apps will focus on the field of smart kitchen appliances, create a new closed loop of the kitchen economy of "tools + community + e-commerce + smart kitchen appliances", and focus on huge user data, and cooperate with kitchen appliance-related enterprises . 1.3 User Scale and Development
Trend Judging from the geographical distribution of searched recipes, people in coastal cities like to cook the most, among which Guangdong has the most, followed by Jiangsu and Zhejiang. Inland Sichuan is also a region with a relatively large scale of cooking. From the perspective of age distribution, the 20-29-year-old group likes to cook the most, accounting email list for 53.66%, with a TGI of 132.6, followed by the 20-39-year-old group entering middle age. From the perspective of gender distribution, there is a gap of about 10% between women and men. It seems that women prefer to study cooking and are more inclined to the female market. From the demand map, the most popular is the practice of home-cooked dishes, followed by the need for recipes with pictures and texts.