Design and User Growth Strategies for Mobile Content Platforms: A Case Study of Fanqie Applications_Vol. 2 No. 2 (JBM 2025)_Journal of Business and Marketing (ISSN: 3005-5717)

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Design and User Growth Strategies for Mobile Content Platforms: A Case Study of Fanqie Applications

DOI: https://doi.org/10.62517/jbm.202509202

Author(s)

Xiaobin Fang1,*, Qi Deng2, Yifei Liu2

Affiliation(s)

1Jinritoutiao Technology Co., Ltd., Shenzhen, Guangdong, China 2Lemon Technology Co., Ltd. Shenzhen, Guangdong, China *Corresponding Author

Abstract

This paper examines the systematic strategies for user growth and commercial monetization employed by the Fanqie application ecosystem in the Chinese mobile content market. Through a mixed-method approach combining competitive benchmarking, quantitative platform analysis, focus group research, and the Delphi method, we analyze how Fanqie has achieved remarkable scale with 100 million daily active users across its integrated content platforms. The study findings reveal that Fanqie's success stems from four interconnected strategic dimensions: demographic ceiling breakthrough, multi-terminal deployment, integrated incentive systems, and diversified monetization channels. The study shows that good growth methods in mobile content apps serve many business goals at the same time, making helpful loops between getting users, keeping them, and making money. Really worth noting is Fanqie's coin system, which both keeps users coming back and helps make money, adding 6.3% more profit from regular users. The platform's SDK plan has also worked very well, bringing in 43 million daily users through working with host apps. This case gives useful lessons for digital content businesses looking for lasting growth in tough markets and adds to what we know about how platform economics works in the mobile content field.

Keywords

User Growth; Content Platforms; Incentive Mechanisms; Monetization Strategy; Mobile Applications; User Experience

References

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