In order to receive the coin, I contacted the distant house in the double eleven.
Editor’s note: This article is from WeChat public account “Tencent University” (ID: tencent_university), the author Mu Mujun is me.
Is it found that e-commerce is no longer a simple discount promotion every time?
There are a lot of rules and a dazzling array of games. This year’s double eleven, Tmall made a killer.
[Inter-point PK+ stacked cats = 喵 盖 盖 】 game]
In order to win a bonus package for a building, many people even pulled relatives who could not speak two sentences a year.
The corresponding rewards may be less than 10 yuan, which can be neglected in the face of 2 billion.
There are some netizens commenting on this, why not directly send red packets?
In fact, it’s not that the platform doesn’t want to, but the current user has “changed”: The more users access the information every day, the shorter the time spent on the app and the page becomes, plus With fierce competition and limited budgets, red envelopes and discounts are becoming less attractive to users. And to retain the user’s eyes and wallet, forcing the platform to launch new activities, let users participate in it, and enjoy it, so there is the beginning scene.
There is no such thing as this kind of anxiety for users not only in the e-commerce industry, but also plaguing the entire Chinese Internet company: Online traffic is getting more and more expensive, and users are getting harder and harder to keep.
According to iResearch’s “2019Q2 China Internet Traffic Quarterly Analysis Report”, it is pointed out that: The demographic dividend has gradually disappeared in recent years, and the total growth of mobile devices has entered the bottleneck period.2019Q2 The net increase of mobile netizens The volume decreased by more than 50% year-on-year; on the other hand, the report also mentioned that the total growth rate of users has slowed down significantly, and the total amount has peaked. With the rapid rise of short video forms, users of a large number of applications Viscosity has shown a downward trend, the industry’s stifling situation has further intensified, and cross-border competition is not uncommon.
In addition to the external financing, the companies that originally relied on “burning money” for market size have lost money, stopped, and even closed down. The industry has to re-examine the original way of “re-drawing new, light retention.”
Therefore, it is not difficult to find out the significance behind the establishment of the [Chief Growth Officer] position of major well-known companies.
According to the author’s observation, the key to growth is mainly from the following three aspects:
1Finding cheap traffic
2Improve the stickiness of traffic
3 Maximize the value of traffic
Let’s take a look at the following examples of what is worth learning on the market:
Cheap Traffic: The Battle of the Sinking Market
When BATs are struggling in the first- and second-tier cities, the markets below the third-tier cities and rural areas still belong to the Blue Ocean. Faced with the massive demand for social, entertainment, information, shopping and other nearly 600 million people, If anyone first enters the mobile phone side of the occupation sinking users, it means that who is closer to the “100 billion-level treasury” .
According to relevant reports, although in terms of income, the “iron pillars” in the sinking market are far less than the Marry who struggled in the big cities, but considering the relatively low cost of living, the former is in time and The control of money is actually more surplus. So the various Kill-time apps that advocate easy entertainment can make them more attractive. In addition, socially-based “split growth” is made possible by trust in acquaintance relationships and material incentives.
So, when there is a link in the “Imperial Kingdom” group in your hometown, “I really need XXX, I really need XXX”, I will finally let the aunts who have never heard of it. Because it is cheap and frantic to forward a variety of bargaining links to sister groups, relatives and friends, the formation of “by point and face” crowd spread.
It is rooted in such a soil, and a lot of fun and interesting heads can grow into a towering tree in a short period of three years by an inconspicuous sprout.
In addition, in addition to the above mentioned needs, in order to quickly capture the market reach the users, the giants with payment interfaces are all eyeing the “travel” scene. In a third-tier city that the author has been to, the US Mission, Jingdong, and UnionPay have occupied the scanning code of all buses in a few months, and obtained a large amount of traffic at a low cost of subsidies of about 3 yuan per person per day.
Building two axes for traffic stickiness: gamification design + content communityization
All along, the operating circle is rumored to be a word, “born in the new, died in the retention.”
Therefore, countless operators are willing to risk “baldness” and have to design a mechanism that allows users to “when they don’t want to go, go and go”.
In the case of WeChat reading, it achieved nearly 2 million new active users between January and May 2019, thanks to the gamification of products, Let’s take a look at the secret behind it?
Data Source: Yiguan Qianfan
According to the concept of lean data management, the operator must first define the core behavior of the user. In the reading tool APP, it must be read. The corresponding two indicators are: the length of reading, reading books Quantity.
For a long time, WeChat Reading has been able to redeem one book currency (valid for 5 hours) every 30 minutes every week to ensure that users can maintain a certain online time. But the real incentive for a large number of users to stay for dozens of hours per week is essentially relying on the first reading list. It draws on the competitive ranking mechanism in game design, allowing users to be motivated in comparison with their friends, thus continuously increasing the duration of reading.
In addition, in order to prevent users from having content that is of interest, the platform draws on random rewards in the game mechanics, allowing users to obtain books, book coins (purchase books) for free each time they log in, browse, draw, and shake. Reading topic. Once the user has content to consume, it will be associated with the “reading time” to form a new round of positive feedback overlay.
The recently launched “3 person reading team”, directly taking the core retention behavior as a point system, to achieve different stages of the task, you can get the corresponding reward.
It is worth mentioning that, according to the regulations, landing, reading, commenting, and interacting are a single point. The time required to read 1 point is at least 30 minutes, and from the perspective of time cost, in order to get as soon as possible. Earn points to receive prizes, user behavior will tend to log in, comment, interaction, reading, the platform is actually intended to create an atmosphere for community.
The process of specific communityization can be seen as:
The platform uses the original content (books) to guide the user’s message (get the comment points) – other users to like, leave a message (get interactive points) – the high praise of the message will get a higher weight exposure, while each The new comments and likes in the comments below will be notified to all participants in the form of a message. This will easily lead to the second discussion with the user’s book as the subject, and the topical high-quality comments will also be retweed by the user. exposure.
This has gradually changed from the original pure PGC content to the UGC content with comment interaction, which greatly improved the user’s goodwill and stickiness to the platform. Even if you can boldly assume that there will be a 999+ high-quality message in the future, the user will read the corresponding book by reading the message.
The value of traffic: Everything revolves around cashing
If you want to judge the value of the user, then it must be paid users> non-paying users (profit-making speed), and among the paying users, < Strong>Big paid users>Small paid users (how much profit).
So the higher the value of the user, the more profitable and profitable it will be.
In the end, the more likely it is to laugh at the end in a competitive business battle.
Here, let’s see how the APP of Luo Ji thought is done.
According to the public information, getting APP is the most important tool for paying for the layout knowledge of Luo Ji Thinking. In 20 years, it has realized 20 million paying users and helped Luo Ji thinking to earn more than 100 million yuan for three consecutive years.
Among them, getting the APP to promote user payment is very worth learning:
Users pay for icebreaking at a great price/performance ratio in a short period of time
Users who just downloaded will see that they are all paid for, but the following two are the most special:
● 1 yuan = permanently unlock the latest season of Luo Ji thinking
● 0.1 yuan = 7-day trial member
Is there a kind of joy that feels like a treasure? I believe that most people will be like me, unable to hold back the impulse, and decisively choose to pay, for fear that this is cheap. But looking at it, this actually opens up the user’s payment path, allowing users to download and recharge, thus clearing the way for re-payment.
Let users can’t help but recharge their settings
Different from the one-time payment purchase in traditional e-commerceWhat is the benefit of using recharge?
The first thing to redeem is to get the “currency” of the virtual name such as “Ber”,, first replacing the person’s actual payment account, so there is no actual payment for the flower. It’s so painful, more importantly, it can increase GMV by increasing the frequency of transactions: Direct payment is a one-time purchase. Buying once means the end of the transaction, and the cost of the user’s activation will follow the time. The extension is lifted.
When you choose to top up, you may still be able to continue trading.: Because of the high probability, depending on the price set, the money in your card cannot be used up. And because of the psychology of loss of loss, users will want to use the rest, or to minimize the difference, for fear that they do not take advantage of the platform. It’s like spending 80 on the line when shopping online. At this time, setting a threshold of “full 88 yuan”, then the act of repurchasing or refilling happens.
Secondly, the anchoring effect is used to promote the occurrence of large recharge behavior:
For example, to buy a column with a price of 199, there are two options for you to choose:
● A: Buy 208 yuan directly
● B: Charge 88 yuan for 2 times and 6 yuan for 4 times
I believe that most people will choose the A program straightforwardly. Although there is only one more yuan for the B program, it actually has five more recharge actions, and there are too many troubles. Moreover, the price is not regularly arranged. Based on the anchoring effect, the user will preferentially choose the three intervals of 68, 88, and 208 which are relatively inexpensive.
But in turn, it is against the standard e-commerce products. These three price points are not too low. After all, they often see promotions such as 88, 108, and 300, so they quietly induce users to compare. Large amount of consumer behavior occurs.
Even if the user does not re-purchase in the short term, the excess idle funds can actually be seen as increasing the revenue of the platform.
Two ways to increase your unit price
First, I got it.Some adjustments and changes:
Planning courses with 19.9, 39.9, and 99-based courses, which is more than one year’s worth of study, is more than one year’s worth of 199 yuan. Improve the completion rate of the students; at the same time, the micropayment course allows users to choose more, and reduce the psychological pressure of payment, to achieve more frequent purchases; in addition, because the time of a single course is shortened, the threshold for preparing lecturers can also be corresponding reduce.
In essence, the courses in the course are equivalent to the products of the e-commerce platform. The more courses that can be selected, the more sku can be sold (the more inventory units are), and the benefits realized by the final platform. Not lower than the original.
(According to the number of app course subscriptions X course price = sales for the corresponding course)
In order to serve super users, the platform has also newly established “Get University”. And its 2019 public announcement plan is to recruit 5,000 students, the previous tuition fee was raised from 10,000 to 12,800 yuan / person, rough calculation, which is equivalent to contributing more than 60 million sales. Moreover, the outstanding students who will be selected in the future can be hatched and split into KOLs, combined with the video courses opened in early August, and soon the two may have closer cooperation, which will precipitate the flow and continue to contribute to the platform.
With the above-mentioned series of key behaviors that promote user payment behavior, APP has not only helped Luo Ji thinking to earn more than 100 million yuan in 2015-2017, but also achieved a net profit rate of up to 25.2%. Its listed booster.
Conclusion
After the above case count, we can see that the main points of utilization of the bottleneck flow are in the following three directions:
1, looking for sinking market, combined with offline high-frequency demand, through the guidance of social relationship chain, coupled with material rewards to achieve traffic acquisition;
2, through the gamification design of points, honors, competition, etc., then aggregate the user-generated content and guide the interaction to improve the viscosity of the traffic;
3. Improve the cost performance of the first purchase, increase the anchoring value of the price, increase the frequency of consumption and the unit price of the customer, and realize the income.maximize.
Reference:
“Luoji thinking is preparing for the listing of the board, which has been profitable for several years: it is expected to become the first share of knowledge payment” IPO knows early