Research On The Operation Strategy Of Children’s Audio Reading APP "Uncle Kai Storytelling"

In recent years,with the booming development of mobile Internet technology and the popularity of mobile smart devices,the audio reading market began to be favored by capital and became a popular industry in the field of digital publishing.The promotion of the national reading policy and the introduction of the three-child policy also has brought increasing attention to children’s audio reading,which shows a great prospect of children’s audio reading market.Parents born in the 80 s or after 90 s who grew up in the Internet era are generally socially experienced and materially well-off.Therefore,they are more willing to pay attention to their children’s cultural literacy and comprehensive quality and invest more resources and funds in their children’s education.Naturally,child economy has become a new blue ocean.Mainstream audio reading platforms such as Himalaya FM and Spiritual Wealth Club have contributed to the development of children’s audio reading channels.And some platforms specialized in children’s audio reading such as "Ka Da Story" and "Babyting" have also achieved great success.In such a competitive market,"Uncle Kai Tells Stories" has emerged and become a dark horse in children’s audio reading in recent years,it must have its operational advantages.This paper uses the methods of participatory observation,content analysis and in-depth interview hoping to comprehensively analyze the operation strategy of "Uncle Kai Tells Stories" from four aspects :content,user,channel and commerce.Study has showed that in terms of content operation,"Uncle Kai Tells Stories" adheres to the differentiated positioning based on users’ needs.On the one hand,it adheres to "non-educational" and builds a spiritual interactive classroom for children.And on the other hand,it adheres to culture property and gives priority to traditional classic IPs(Intellectual Property)in content creation.In the aspect of content production,"Uncle Kai Tells Stories" stands on the original production under the dual guarantee mechanism.The polishing of original story and the dual control mechanism of quality control committee and studio ensure the platform a high-quality production content.And it insists on multiple distribution according to users’ choices in terms of content distribution,and provides users with convenient and diversified choices by content distribution based on children’s cognitive abilities and classification of stories.In user operation,"Uncle Kai Tells Stories" obtains users through Wang Kai ’s celebrity effect and the audio-visual experience of "try before you buy";in addition,it activates users by creating a low-cost perfect experience for users and accurately catering to users’ needs;moreover,it motivates customers’ using to the greatest extent to guarantee users retention through the interactive experience in the form of game,immersive participation experience and challenging daily attendance.In the case of channel operation,it enhances brand preference to expand user coverage by creating an cross-platform promotion matrix,carrying out diversified marketing methods,and shaping the public benefit image of the corporate.As for business operation strategy,"Uncle Kai Tells Stories" obtains profits through dual membership mode,paid good stories and development of derivative products to build IP ecological chain.Through the analysis and research on the operation strategy of "Uncle Kai Tells Stories",it is found that there are some problems in its operation,such as excessive dependence on central IP,single content supply,PGC mode’s restriction to the platform,lack of sociability leading to lower user stickiness,lack of users except for those from developed cities,and insufficient brand marketing ability.In this regard,in order to provide effective improvement measures for the future development of "Uncle Kai Tells Stories",we can improve it from the following aspects: cultivating different styles of storytellers,improving content supply capacity,increasing UGC mode,building parenting communication community and forming a layout of customers with lower consumption capacity,and carrying out marketing campaign in non-festival days.The development process of the APP "Uncle Kai Tells Stories" is the epitome of nowadays content payment platforms.In this era that high-quality content resources are scarce,this paper analyzes and sorts out the operation strategies of "Uncle Kai Tells Stories",which takes high-quality original content as the core of its brand,hoping to play a certain reference role for other children ’s audio reading APP and the development of the whole industry.