I didn’t bow to fate, but I bowed to the fight and the building.
“Can you help me?”
This is the most popular social greeting, often accompanied by a Tmall building and a lot of cash-out links.
With the approach of the Double Eleven, all e-commerce platforms are rushing to grab users and traffic more intensely. Jingdong quietly implanted the Sogou input method. Every time you open the keyboard, you can see a little bit of red; Taobao Tmall’s hard and wide is hard enough, open an app at your fingertips, and all of them come out in a big way. Cat head.
But the most people love and hate, it is a lot of more and more Taobao links on WeChat.
The enthusiasm for cutting a knife has not completely dissipated, and the activities of the hundred yuan withdrawal have been displayed in the WeChat dialog box. And the link copy of the fight is also from the very beginning, “I am in a hurry! Help me click on it,” “Trouble me to help me, I want to take my family to Disney” big title, upgraded to talk about campus romance, Overbearing president, approaching science and multilingual literature.
This change will also be attributed to the further upgrade of the external chain specification in the middle of October. Do not let the use of external links, I can learn Taobao’s password can always be? After all, the text with the link is not an outer link. This is not enough. I have also upgraded the copy of the password link. The beautiful love story will be caught at the end of the story: click on it. What’s more, the password link that starts with [someone @你], [WeChat red envelope], you didn’t open the news before you thought everything was true, and later found out that you were spelled a lot of literature routines.
Tmall building links are also not to be outdone, similar to the 618 stack cats six months ago, but the gameplay is more complicated. Admission fees are automatically deducted for each game in the building. In addition, according to the rules, if the team withdraws from the team, they will not be able to withdraw the team red packets that are expected to be available in the team, and the expected redemption amount of the team will be deducted from the team, which will be abandoned. Such a game of play, inevitably makes some people feel that “the thief boat is easy to thieves ship difficult.”
The resulting “selling” business has also led some people to discover business opportunities. Some people even spit, and the building has not sold more money. On the Weibo, salted fish and other platforms, the information of “selling the building” was searched, and the price of one floor was about 3 cents.
Under the double offensive of the fight and Taobao links, two people have been gradually divided: “people who drive friends crazy” and “people who are driven crazy by friends”, the former said that they are happy.It not only enhances the feelings, but also satisfies his own damn wins and losses; the latter believes that this is precisely the consumption of feelings, but also spits out a platform to collect IQ tax. Despite the controversy, it is undeniable that the effect of communication has indeed been achieved.
So, what do you do more?
Summary, this marketing method has two characteristics, which is attractive to users, and for the platform is to increase exposure and traffic, commonly known as pulling people. And it also has a nice name, called “social fission”. To put it bluntly, it is to induce sharing.
In addition to fighting more and more Tmall, like sharing a takeaway link to get a red envelope, logging in to Ruixing to invite newcomers to get free coffee is such a marketing method. Under the blessing of the social platform, in the short term, the fission effect of one hundred and ten passes will be achieved, and the user activity will also increase exponentially.
It’s just a lot of fights that have made the most of social fission in recent years.
Take this day’s red envelope as a case, the high bonus temptation makes people think that it is at your fingertips, and the gradually decreasing amount of help exhausts the interpersonal communication of life, but at the thought of having paid the first 99 steps. The sunk cost, the spirit of not abandoning and not giving up must continue to flourish. The uncomfortable friend said: “In order to meet the double eleven, I blocked the group news.” Until there were more people talking privately, I was too embarrassed to refuse because I didn’t download more. As for the last time, if you can successfully withdraw cash or get a coupon, you can give your fate to you. Those who have realized the vested interests of success have once again carried out a demonstration effect.
Each of these steps has touched the user’s psychology.
Not only this time, but also a lot of money, and a knife cut is also stimulated by the naked eye. According to the saying that the founder of the multi-discovery, Huang Wei, it is a differentiated competition route. Focusing on the sinking market of the 3rd and 4th lines and below, the demand scene is built for users who do not often use the e-commerce platform to realize the communication between acquaintances.
The facts prove that the strategic positioning is correct. In terms of the number of users, in 2018, more than half of the fight has surpassed Jingdong. This year, the number of users who have worked hard has exceeded 400 million. The ever-expanding user base also means that it is becoming more and more difficult to maintain user growth. Fancy 薅 薅 、 、 、 、 、 、 、 、 。 。 。 。 。 。 。 。 。 。 。 。 。 。 。 。
Behind the dazzling social gameplay is the fierce competition among several home appliance giants.
When a lot of market share gradually threatened Jingdong Taobao, the latter two also adjusted their strategies to change their play. Taobao, which originally had a sinking market foundation, concentrated its firepower and launched the Taobao sale area. According to QuestMobile, as of September this year, the number of sinking users in the mobile shopping industry reached 995 million, of which the number of users on the third and fourth line and below reached 525 million, compared with two years ago.133 million. Of course, it is not all because of the fight. After all, the Internet penetration rate in first- and second-tier cities is getting higher and higher, and there are still many traffic to be developed in the sinking market. It is only a matter of time.
There is a lot of fights in the sinking market. The original user portrait determined that the strategy of small profits but quick sales of small commodities did not contribute much to the substantial increase in total sales. In order to make up for this shortcoming, the fight has targeted the group with higher purchasing power through the “billion-billion subsidy”. During the 618 period this year, the “billion-subsidy subsidy” method of discounting money increased the number of active users who increased their efforts to 383 million. According to a big data show, from January to September this year, among the new users, the proportion of users in second-tier cities reached 28.4%, second only to 41.6% in fourth-tier cities.
This also makes Taobao and a lot of user features gradually converge. According to a big push data, as of October 2019, 78.3% of the multi-users installed Taobao.
Tian Duo Duo and Tao Bao want to keep the market stock that they originally belonged to, and they don’t miss any incremental opportunities. The current double 11 battle is approaching the official game, and the final look is still hard to trade. Fighting a lot of literature and Taobao building are just hot.