TuanYou - User Profile and Churn Rate Study
Case Details
Company Overview TuanYou is a fueling app featuring a 'Daily Special Offer' model and has become one of China's leading platforms for truck drivers. The platform collaborates with over 25,000 fuel stations, representing 22% of the total number of fuel stations nationwide. TuanYou has established strategic partnerships with fuel station networks of top 20 global oil companies, including Shell, TotalEnergies, and SinoAviation Oil, as well as with major private fuel brand groups such as JinDun Petrochemical, Zhongcheng Chain, Zhongtu Energy, DaQiao Petrochemical, Qianglin Petrochemical, Zhongyuan Chain, and Zhongneng Petrochemical. Leveraging its digital platform, TuanYou delivers users an efficient, convenient, and cost-effective fueling experience, continuously expanding its influence among the national driver community.
Research background
Following large-scale offline and online promotional campaigns, TuanYou achieved significant growth in user registrations, but this has been accompanied by a low order conversion rate. To accurately identify drop-off points in the user journey, deeply understand user behavior and consumption psychology, and further optimize product features and marketing pathways, TuanYou decided to commission a third-party research institution to conduct a systematic study, providing scientific basis for future decisions. Research Scope In July 2021, CEIDEA Research was engaged by TuanYou to conduct a study combining qualitative interviews and quantitative surveys, targeting both existing and potential users. The research focused on key dimensions including order conversion rate, user characteristics, usage pathways, perception of discounts, demand expectations, motivation for sharing and dissemination, and overall app experience. Through data mining and behavioral analysis, the study aimed to uncover obstacles and driving factors encountered by users from registration to order placement, with the goal of clarifying user decision-making logic and behavioral preferences. Expected Outcomes Based on this study, TuanYou hopes to identify the key influencing factors throughout the user journey, uncover the core issues behind low conversion rates, and optimize app functionality and operational workflows to enhance user satisfaction and order conversion efficiency. The final research report will provide data-driven insights and empirical support for TuanYou to develop more targeted user operations and marketing strategies, enabling sustainable growth in the fuel service market.
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