To understand the game sparring industry, we must first clarify two concepts: the commodity market and the matching market.
For example: when you buy a standard product on Taobao, as long as there is stock, the product will not be unhappy; but if you apply for an app, even if you are happy, the other party may not be happy, and vice versa; these two In this case, the former belongs to the commodity market, and the latter is the matching market.
In the commodity market, the platform needs to help the supply and demand sides to complete the pre -transaction search, comparison, and testing, the negotiation and payment in the transaction , and the post- transaction performance and after-sales links; while the matching market omits the transaction and post-transaction links.
In comparison, the user needs of the commodity market are more comprehensive, but the threshold is higher, the development is relatively slow, and the industry barriers after maturity are higher; while the matching market is easier to achieve a larger scale, scale effect and network effect That is, barriers.
For example, the game accompany business of "Bi Xin Pei Lian", which is a typical commodity market, you will see that the gods in the List have very obvious commodity attributes, such as price, category, sales, service declaration and other information to help users make decisions ; At the same time, the platform will also regulate the behavior of accompanying play through a complete set of "big god points" system to promote contract performance and after-sales execution.
The game matching business of "TT Voice" is a completely different idea. It has no concept of commodities, but only provides tools and scenarios. The products focus more on helping users complete matching, and are not responsible for contract performance. It is a typical matching market.
The picture on the left is "Sparring with Heart", and the picture on the right is "TT Voice"
In addition to the market model, the nature of the commodities traded on the platform should also be considered. The basic logic is that the higher the frequency of commodity demand and the more standardized it is, the larger the country email list market will be. Otherwise, the business logic will not be established or the scale will be difficult to expand.
The product provided by the game companion platform is a relatively low-frequency product (playing games frequently, but not necessarily finding game companions), and the service is extremely non-standard; it is mainly reflected in the high difficulty of contract performance/after-sales, and the supply side It is difficult to provide stable services, the user experience is closer to the information platform (such as 58.com), and the platform operation data shows that the refund rate is high; how to solve the problems of service standardization and transaction stickiness is the core barrier of the game companion platform .
2. The operating logic of the companion platform in the commodity market
There are two core problems to be solved in the essence of the commodity market: to provide commodity SKUs that meet the needs of users, and to reduce transaction costs for both supply and demand.