Such users need to use Dianping as a platform for food, group purchase information browsing, review analysis, and activity benefit mining. They expect to find discount information, food recommendations, etc. on Dianping. They regard Dianping as a way of life and insist on The principle of living well.
3.2.2 Main user groups and usage scenarios
Merchants open offline stores and want to advertise and promote their stores, so they add store information on Dianping and attract the first batch of core users to comment;
Merchants use Dianping as a place to collect comment information, and rectify existing offline stores based on user comments.
C-terminal users can be divided into the country email list following categories according to the purpose and frequency of users using Dianping:
KOL users: These users are very sensitive to new stores and are willing to try new things. They often post their experiences to public comments to share with other users, and they will also make new attempts based on other users' comments. Their reviews will become the vane of others' choices, and they are also influenced by other KOL groups.
Life experts: The difference between such users and KOLs is that they pay more attention to the preferential information provided on Dianping. life benefits, etc. Buying and experiencing the preferential and high-quality services provided by Dianping is a channel for them to enjoy a quality life.
Mass users: Such users mostly browse life, group purchases, food and other information on Dianping, so as not to be troubled by questions such as "what to eat today" and "where to go on the weekend". At the same time, some benefits will be opened inadvertently and become an experiencer. Dianping is more of a convenient channel for them, so as to save decision-making time and improve decision-making efficiency for users.
4. Market Status
4.1 Industry Analysis
In the first half of 2019, the market transaction scale of my country's life service in-store industry was 466 billion yuan, and in the second half of 2019, it was 499 billion yuan. In the first quarter of 2020, due to the impact of the new crown epidemic, both the supply and demand sides of the life service to-store industry remained at a low level. In the second quarter of 2020, with the advancement of the resumption of work and production in the whole society, the supply and demand sides of the life service to-store industry gradually recovered. In general, in the first half of 2020, the market transaction scale of my country's life service in-store industry was 396 billion yuan, a year-on-year decrease of 15%.