Books are the spiritual food of contemporary people, people are more and more accustomed to reading on the Internet, and such products are emerging one after another. This article comprehensively analyzes NetEase Snail Reading from eight perspectives, and takes you to an in-depth email list understanding of the operating logic behind the product. 1. Product background: Why does NetEase do snail reading? 1. Corporate strategy level Market perspective: deep reading users need to be developed 2016 is called "the first year of content payment". According to Analysys' estimates, the size of China's mobile reading market in 2017 will probably be close to 14 billion yuan. basically formed.
Compared with the fierce competition of online literature in the mobile reading market, it means that there are still some deep reading user groups that have not yet been developed. Enterprise perspective: the product space vacancy of deep reading and the email list pan-cultural pattern are opened up On the one hand, in 2011, NetEase began to deploy in the field of mobile reading, and the online NetEase Cloud Reading APP focused on supporting the reading of books, magazines and subscription content. Judging from the books on the APP, there are both online literature and published books, and they take a broad and comprehensive approach, but they also emphasize more on online literature, which is the same as many APPs on the market at that time.
However, the inherent product positioning of NetEase Cloud Reading is difficult to meet the needs of users who are inclined to publish books in depth, and the products of in-depth reading are vacant. On the other hand, NetEase has a huge system of cultural email list products. The new products can not only occupy the vacancies of in-depth reading, but also combine various cultural forces in the group to open up the NetEase cultural system and realize a pan-cultural layout by linking cultural products such as NetEase Youdao, NetEase Cloud Music, and NetEase Cloud Classroom. Therefore, from the perspective of corporate strategy, the first goal of NetEase Snail Reading is to follow the focus strategy on the basis of the existing NetEase Cloud Reading,