Tangdou Square Dance is a product positioned as "tool + community + short video", focusing on becoming a vertical video platform for square dance. In this article, the author will compare and analyze the Jelly Bean App and its competing products from the perspectives of product functions, markets, and users, and put forward some optimization suggestions for its functions. 1. Product functional framework 2. Market analysis 2.1 Market boundary and market space Tangdou Square Dance is a product positioned as "tool + community + short video", focusing on becoming a vertical video platform for square dance. Attract users through PGC+UGC output of square dance teaching videos, and retain and activate users with square dance courses + content community +
short videos. Since its launch in 2015, the accumulated financing amount has reached 25 million US dollars, becoming a "little unicorn" in the field of square dance. According to the 2014 census: the population of square dancing has reached 160 million, mainly composed of 51-60 years old (35%), 41-50 years old (16.9%), 31-40 years old (14.4%), and phone number list over 60 years old (20%). %)constitute. However, according to the data released in the "2017 China Square Dance White Paper": 35-50 years old and 18-35 years old have become the main force of square dance, as high as 71%, and only 27% are over 50 years old, which shows that the crowd of square dance has
begun to Gradually younger and more popularized. Data source: 2017 Square Dance White Paper According to the "Online Dance Consumption Report for Middle-aged and Elderly" released by CNBData: Since 2014, the proportion of middle-aged and elderly people in the mobile terminal of dance consumption has shown an explosive growth, and it was almost zero 13 years ago. It can be seen from this that although the penetration of mobile e-commerce into the middle-aged and elderly groups is relatively late, the penetration rate is very fast and the potential is huge. In addition, middle-aged and elderly people spend 437 yuan per person to buy dance equipment online. If props, audio and other equipment are added, it will be a 100 billion market. 2.2 Competitive product