SHANGHAI, June 16, 2016 /PRNewswire/ -- The inaugural UtanTop global public benefit event was held in Shanghai, China on June 13, 2016. As the world's pioneering news app for women, UtanTop has received wide public attention.
With the continuing growth in the number of mobile users who are women combined with the latest innovations in terminal app technologies, estimates reveal that, in round numbers, a female-centric app has been launched daily over the past two years. Yet, more than 80% of the apps lasted ten months at best, despite the flourishing market for such applications, according to data from iResearch, a China-based marketing research and consulting firm. Some apps were attractive, while others were phased out rather quickly. App developers have kept mulling over what features best serve to maintain an app's popularity.
A review of the full gamut of apps for women including apps from international players such as Clue, Ruby and Spitfire Athlete to Chinese apps such as meiyou, meilishuo and mama have led to the conclusion that a large number of the apps, despite the high range of variety, concentrate in large part on female physiological or psychological needs, including health, shopping, parenting and cosmetics.
In terms of business model, the apps focus on monetization of traffic, advertising and e-commerce, yet, not one was found that could serve as a life-long guide for women or successfully integrate all available resources. With the aim of solving the above-mentioned weaknesses, UtanTop, the world's first of its kind, combines the features of Utan's existing five apps and integrates all of Utan's resources to take the lead in launching the world's first and unique women's media ecosystem in a move to cater to a woman's wide range of needs and expectations across the board.
As part of the Utan ecosystem, UtanTop is able to create a top down ecosystem, as opposed to other similar news engines or social apps catering to women worldwide. With UtanTop, viewers of UtanTop news can access the different channels such as social life and scenario-based shopping, while brand marketers can access the various social platforms within UtanTop for accurate delivery of vertical advertising and assure that their products are being seen by validated target audiences, hence, boosting sales. Thanks to the unique ecosystem, UtanTop is expected to create a supply chain worth one hundred trillion yuan.
Optimized news engine with awareness of the needs and expectations of women as the prime driver
UtanTop Headlines provide cloud-based information services, including content from a wide range of media organizations as well as from bloggers and "we media" players that is useful for women, each content set catering to the varied needs of a specific age group or demographic. The app truly is representative of China's first media outlet created especially for a female audience.
UtanTop provides columns for fashion, entertainment, dining, tourism, parenting, emotional wellbeing and weight control as well as front page columns edited by media insiders. A dozen of the front page columns are penned by well-known media veterans Qin Shuo (Qin Shuo Girlfriend) and renowned female sociologist Li Yinhe, as well as internet players such as Tashenghuo, Miss Lan, Miss Huang and Love Reading Club. All content is original and designed to cater to different female needs. Zhang Huixin, editor in chief of ChinaAdvertising said: "Utan is seriously committed to original content."
In terms of vertical segments, if the news is not been properly vetted for accuracy or is simply not interesting, it will quickly fail to satisfy female audiences. Women are eager to improve the quality of their life as well as to pay attention to their emotional and mental wellbeing. With a deep awareness of the needs and expectations of women, UtanTop provides users with an improved reading experience via an in-depth analysis of user behavior data and smart recommendations.
Utan currently has 60 million female users and 150,000 professionals providing services, 93.7% of whom are women. With six years of data accumulation, Utan has deep insights into browsing behavior and consumption habits, and is able to create exclusive and personalized apps for different users, by customizing content according to user attributes and preferences.
UtanTop, branded as the No.1 Lady Media ecosystem in China, aims to be a lifetime good friend for women. Combining original content and personalized apps, the media organization offers every woman a Utan life scenario of their own. UtanTop understands women's material, spiritual and emotional needs at different stages through the journey of life, and provides the relevant services that are appropriate at each stage.
UtanTop creates an ecological closed-loop with five apps
Utan began to develop mobile apps for women in 2010. In 2012, utanbaby.com was launched, and became the most authoritative app in the mother and infant segment. In 2013, dayima.utan.com and utanjia.com were both released, with a focus on women's physical and mental health. In 2015, BESTIE and V-LINE CLUB for weight reduction went live, with valuations currently estimated at 1 billion yuan. Over the past six years, Utan has built out vertical sectors for women, with five major apps meeting women's needs as they grow up, get married and move through the various stages of adult life.
UtanTop, part of the Utan ecosystem, sources its content and data from the existing five Utan apps. With a user base exceeding 60 million, Utan captures behavior data from a large number of users. By analyzing the behavior of each user, UtanTop is able to selectively push relevant content and advertisements to them. This also allows UtanTop to more precisely target and track users, monitor user behavior and predict their demands, so as to provide more intelligent content recommendations. From the perspective of advertisers, UtanTop enables ads to reach the target audience more precisely through key phrases, and makes ad delivery more efficient through collaborative filtering recommendation. Annoying aspects that are characteristic of most apps as a result of simple and crude calculation results usually associated with third party recommendation engines are fully eliminated, assuring that the expectations of both users and advertisers in terms of products and services are met.
This business model is an original creation of UtanTop. The model features both information services such as "Headlines Today" and vertical service segments. UtanTop, as the entry point to the Utan ecosystem, connects Utan's five major product groups and provides access to the entire ecological chain of the platform, allowing users to experience scenario-based access to shopping as well as to social media networks, and, by doing so, creating an ecological closed-loop bringing together content, communication, networking and consumption.
In this unique ecological closed-loop, UtanTop plans to join hands with womai.com to create a quality and healthy life experience, whereby users can buy healthy food products from womai.com directly on the Utan platform. Womai.com, a leading food e-commerce brand in China, will provide food imported from more than 60 countries. Womai.com CEO Zhao Pingyuan explained that, its door-to-door delivery to anywhere across China through a temperature-controlled supply chain assures access to safe and fresh food for all Utan customers, and is a highlight of the Utan high-quality shopping experience.
The next one hundred trillion yuan market
As the incomes and status of women in China continues to improve, female-centric consumerism is moving into the mainstream. In the mobile era, "Womenomics" has moved from a pure e-commerce model into the online-to-offline (O2O) arena, where offline services are marketed through online channels. Players in the parenting sector as well as many verticals in the beauty and personal care segments including manicures, eyelash enhancement as well as hair and facial care are continuously exploring the needs of different segments of the female demographic, with the expectation that opportunities to expand the boundaries defined by each segment can and will be exploited.
According to the Special Report on Womenomics in China's Mobile Market, a report issued for the first time on the segment by China-based Analysys International, a data, information and advisory firm focusing on the Chinese technology, media and telecom sectors, the number of women using mobile devices in China increased 5.7 percent while the demographic contributed to 70.6 percent of all mobile shopping transactions in 2015. Women are taking a more prominent place in the country's economic growth path.
In an era dominated by the internet, insights into user demand and behavior determine market share. As women make 75 percent of the decisions concerning what products and services a family consumes in China, Utan has discovered the huge potential of female-dominated market segments and has built the female-centric social e-commerce platform with a conceptual focus on the platform and its apps being easy to use, "young at heart" and appealing to the youthful side that resides in each and every person. Utan's five apps, like five gears, circulate within the UtanTop platform, each serving as entry points into as well as the components of a complete media ecosystem, with the expectation of creating the next one-hundred-trillion-yuan consumer market by combining the community with products.
"The Shanghai Women's Federation is glad to see the emergence of social media platforms targeting women, such as UtanTop. We have formed an online cooperation with Utan by being featured in Utan Headlines. We expect to benefit more from women-focused startups."
- Weng Weilei, vice president of the Shanghai Women's Federation
"I see the content provided by Utan as the content closest to female audiences. By 'closest', we mean 'closest to the lives and needs of women' and 'communicating about and responding to their needs in a timely manner with Utan's social and commerce functionalities.'"
- Zhang Huixin, chief executive of China Advertising
"The 21st century is a golden age for women. The global economy and consumption pattern is transforming from a 'brick-and-mortar' economy to an information and creative one dominated by consumption patterns that focus on what is fashionable, healthy and leisure-oriented. The emerging universe of consumers connected to the internet is changing the whole economy into a feedback-based model. As a result, providers need to respond to the changing needs agilely and quickly in a move to create high value. We need more communication and feedback, coordination and empowerment as well as soft power and smart power in this era. Women will play a key role in this transformation. The launch of UtanTop provides a unique view into new media in the 'She-Era' and we believe it will help 'She' find the power that is inherent in all that is true, good and beautiful."
- Qin Shuo, founder of Chin@Moments
"UtanTop, in tandem with its proprietary closed-loop ecosystem, will work with COFCO's Womai.com to create a quality and healthy life experience. The cooperation provides our users with a direct access to the healthy food products provided by Womai.com through the Utan platform. As a leader in the Chinese food e-commerce market, Womai.com will provide food and beverages imported from over 60 countries and regions. The direct delivery service via a temperature-controlled supply chain covering the whole country will ensure the safety and quality of our products and deliver a superior shopping experience to Utan's consumer base made up exclusively of women."
- Zhao Pingyuan, CEO of Womai.com
"We're excited to participate in the launch event for the new app that provides original content for women. BlueFocus has been focusing on original content concerning the emotional and spiritual aspects of particular concern to women and, based on data and future innovation, we will assist our brand customers in launching more targeted promotions aimed at the female demographic."
- Li Qiang, general manager of BlueFocus Shanghai
"Obviously, we have seen that women, as a major consumer group, are the decision makers in terms of a large proportion of overall consumption amid China's Internet-led consumption boom and that many verticals including media, e-commerce and social networking have launched personalized platforms specifically targeting this important consumer group. Today we're honored to see Utan launch a platform after six years of exploration in the women's market. I believe that UtanTop will undoubtedly establish a presence and leadership in the female consumption economy."
- Wei Feng, general manager of iResearch East China
About Utan - No.1 Lady Media
Founded by Diana Li, the first CEO and director of Shanda Games, in 2010, Utan has positioned itself as the No.1 Lady Media guided by the philosophy of being light-hearted in body and mind and youthful in spirit. Since inception, the company has completed four rounds of financing and become an industry leader with a 60 million strong female user base and a market valuation of 1 billion yuan, making the firm the largest and most active social media platform for women in China.
Utan has launched six apps, UtanTop, BESTIE, V-LINE CLUB, dayima.utan.com, utanbaby.com and utanjia.com, which meet the needs and expectations of women as they grow up, get married and mature as adults, the three key turning points in life. The six apps, like six gears, behave synergistically and form a complete e-commerce ecosystem, and one which is expected to create the next one hundred trillion yuan consumer market by combining the community with products.
With a deep understanding of the needs and expectations of women, UtanTop provides cloud-based content that is useful for women from a wide variety of media organizations, bloggers and "We Media" players, and adopts a holistic approach to a woman's whole life via in-depth analysis of the large accumulation of behavior data as a result of the size of the Utan's user base and its smart recommendations. UtanTop, a part of the Utan ecosystem, in concert with the Utan's existing five apps, forms an ecological closed-loop covering content, communication, networking and consumption.
Official Weibo: @UtanTop
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