Cooking* | tbwadatabase

CONTEXT

Cooking platforms are convenient on-line platforms that offer user recipes and authentic cooking tips. Users can search by dish name or by categories.

Some platforms also offer social features that allow users to share their

cookings with multimedia contents and

create personal cooking guide and exchange information with others. Also some platform provide diet planner, timer or shopping lists. In all, these platforms aim to help people to learn how to cook

OVERVIEW

TRENDS

Cooking platform havs always been

a category with stable users but un-likely to have an over-night users boom or sudden increase in social attention.

However, platforms with social feat-tures tend to have more appeals than regular ones. These platforms allow users to interact and share informa-tions. Users value originality and engagement, therefore these sites are good to channel potential audie-ences.Other regular recipe platforms serve as quick searching engine for users

RANKING

Haodou # 2

Douguo # 3

Meishijie # 4

Xiachufang # 1

COOKING

An online cooking platform that has recipes and social features, Douguo allow users to find recipes, share their opinions, join interactive communities and dicuss about cooking. Dougou is very visual oriented, it contains food boards and image sections. Douguo has over 2.3 million monthly mobile users

WESTERN COUNTERPARTS

Meishijie

Douguo

Xiachufang • Meishijie • Douguo • Haodou • Ecook

Launched in 2007, Mesihijie is an online recipe platforme with large database of recipe. Users can not only learn how to cook but also ask experts questions and get their own diet planner and cooking timer. The website is focused on reciepes only, other functions are limited. It has over 2.5 million monthly mobile users

MAJOR PLAYERS

XiaChufang

The platform offers comprehensive cooking recipes that are categorized by kind. Users are able learn step by step. Xiachufang also includes cooking utensils and food material purchase information. Through the platform, usres can share their own original recipes and view others'.

NICHE PLAYERS/OTHER

Ecook is a straightforward platform that only serves to provide online recipe service. Users are provided with direct and a wide-scope of recipe search. Users can collect and store their favourite dishes, they are also provided with daily recommendation. Ecook has over 1 million

monthly mobile users.

Ecook

A fun and simple platform that allows users to find recipes either with direct search or with general browsing according to food type. Haodou has an interesting shake-to-pair feature that allow users to get random recipe combination just with a shake. Haodou attracts many cooking beginners. It has over 3.8 millon monthly mobile users.

Haodou

Xiachufang

Haodou

Ecook & Douguo

Meishijie