Recently, I have been very interested in the products of socializing with strangers, and I have played some. Today, I will introduce and analyze a social software based on "dynamic" and "matching" that has been online for less than a year - Kehua.
1. Product overview
Kehua is a tree-hole application based on "Publishing Dynamics - Matching - Communication".
The function of the entire app is pure, the interface is simple, and there is no payment point.
(Related information on Huawei app store and iOS app store)
The release date of this software on iOS is 2020-06-22 , and the earliest comment on Huawei Mall was on 2020-10-01. It was not long after it was launched, and it was still in the stage of trying to verify the idea .
According to the data of the iOS life free country email list app rankings, Kehua focused on a wave of operations at the beginning of this year, making the ranking stable at around 300.
In the past three months, the daily download volume has been around 800, and the update frequency has averaged about once every ten days. Checked the update log, and it was all "optimized user experience". I used it once at the beginning of the year, and indeed no new functional modules have been launched in the past few months.
At present, the official Weibo of Kehua has no updated content and no related posts. On Zhihu, its marketing director and some fans wrote several promotional articles, which brought some traffic.
2. Product inspection
2.1 Core Product Logic
2.1.1 Usage process
2.1.2 Key Functional Architecture
The core product logic is very simple, but the current positioning of this product is ambiguous, and it is impossible to generate a clear cognition in the user's mind. It is also difficult for users to find aha moment. Below is my opinion.
What is socializing? Personally, socializing is the exchange of value in the relationship between people.
From this point of view, all the social software of tree hole type are "emotional comfort" software based on "stranger relationship". A qualified tree hole software must be able to bring emotional value to users .
It is true that users spontaneously publish content to vent their emotions, which can bring some emotional value. But, more importantly, it enables users to feel that they are "perceived", "cared for" and "needed" .
What are the most critical elements of a social product? This determines the user's perception of the product.