Title map | Oriental IC< /p>

At 9:00 on the morning of November 10, people who have built more than 20 days may be somewhat unaccustomed and click into Taobao. The building no longer has a PK, no more opponents, but tells you: the collar is red.

Red envelopes, collar red envelopes, this is the most essential content of this “building campaign”, but it also means The end of this event. In the group of hundreds of people, I was still planning yesterday, but last night I started to meet next year.

In the microblogging under the hot search “end of the building”, there are few articles discussing the red envelope, and even the biggest reward for this event – Nearly 10,000 yuanEmpty shopping cart red packets are also lacking in discussion. This is very different from the grand occasion of everyone discussing the emptying of the shopping cart award in the Spring Festival last year.

The behavior of the building itself almost erased its original meaning and evolved into a human Communication, love, hate, hatred, and even trial and discussion of winning strategies. A red envelope activity is separated from the red envelope. From another perspective, this is precisely the confirmation of its “out of the circle”. The data released by Tmall Double 11 also illustrates this point – 400 million users in 3 weeks, covering 80% of Taobao’s young people and 60% of 3-6 city users.

In addition to the data, this day did not see a few “help me build a building” in the group Password sharing, on the other hand, will feel different. The numerous new words and paragraphs derived from this have for the first time turned the “cover building” into the exclusive vocabulary of the double 11. In any case, the building has become a phenomenal product this year.

Single look at the data, the speed of building a gathering user is much higher than last year’s popular game “jumping”. The latter took a whole month to reach 300 million. And the building also produces far more rich sections and topics, from simple teasing to human analysis, to the division of the constellation, there is nothing to do with this.A topic is linked.

In fact, everything is gone, the essence of this game is very simple: basically all the operations are to visit the brand store, browse the venue Or share. This in itself is the action that people will naturally do when they brush Taobao.

But adding a battle shell on top of it, people’s fighting spirit is motivated. A lot of interpersonal relationships are placed in a subtle situation in the building assistance, whether it is online virtual teammates, opponents, or offline true love, friendship and even family…

In other words, in the building, the game itself did not make too many special settings, follow-up everything, whether it is The offensive and defensive strategies between the two teams on the line, or the paragraphs in the offline interpersonal relationship, are naturally born.

For example, as long as in the setting of the building, addOne can change the “team name”, the netizen will naturally play it as a “chat function”; set a settlement at 10 o’clock every night, there will be a “stealing tower” strategy of “9:50 see”; contribution between teammates The imbalance is born with new descriptions such as “milk cover” and “Mingjiao”…

This driving force for natural hair growth and communication is even simpler – the depth of human nature. It can be said that the sizzling of the building has pierced the “Buddha” created by the young people in the circle of friends: while the years are quiet and help me, this contrast itself constitutes a new piece of material.

The building is because of the heart, but not just a good heart

Of course, this kind of insight into human nature is not unusual, any game design, in the final analysis, is “human victory.” heart”. Therefore, almost all games will set the final score sharing, and even make a leaderboard, a ladder, etc., to stimulate people to constantly refresh their grades.

It’s rare that there is no such thing in the building, and the sharing of daily PK results is not important, Weibo In the circle of friends, there are few people who share a screenshot of the results of a certain day. Compared to the use of people to show off the results of the battle, the building is caught by people’s obsession with the battle itself.

In fact, this kind of victorious segment has its roots and evolution, and the evolutionary psychology of the heart is natural. Is to survive. Later, the primitive people who walked out of the obscurity added a conspicuous victory for the purpose of seeking for survival. A more pure obsession with the battle itself is a more recent evolutionary result.

Of course, this distinction is only a gradual change of time, and there is no high score in itself, just like the modern people themselves With these three kinds of wins –

  • The winning at work echoes the most instinctual material survival;

  • The conspicuous victory meets the multiple social needs of interpersonal relationships, love, etc.

  • The last kind of triumph or can be linked to competitive sports is a more spiritual need .

The essence of product design is the application of psychology, which may explain why there is such a big drive in the building. Force, to eliminate the interest stimulus of the red envelope, people sometimes even forget that this is a red envelope activity, and focus on winning the daily battle.

Taobao Building has “poison”, but “poison” is against werewolf

There is a topic on Weibo called “Taobao Building is poisonous”. From the above psychological analysis, the cover The building does have “poison.” But like a wizard in a werewolf game, it can both kill civilians and “poison” the wolf.

This use of the nature of human psychology will ultimately lead to more critical. Ordinary games lead to pure pastime, “kill time”, and the profitability of the game itself. Double 11 strong trading attributes, so that the building is ultimately oriented to the merchant shop.

As mentioned before, in addition to sharing, the main task of building activities is to visit the shops and visit the venue. Ali’s data said that this event brought hundreds of millions of users to branded merchants every day. This is especially valuable when the mobile Internet dividend is degraded. In the words of Luo Zhenyu, he earned a new share in the national time.

If the diversion eventually leads to a valid conversion, it also means that the person’s consumption increment is mined. Convert the time when people used to play games alone into transactions.

In addition, the final egg of this event is to cover the library in a rural school. It is understood that this charity project was originally a building activity.Connected, and quite a continuation of hope for 30 years of engineering. The combination of the library and the building itself is not so close in design. The user building itself does not directly generate any resources that can be used to cover the library (whether it’s real brick or money). But from the point of view of attention, it has at least brought a considerable amount of social attention to the “village library” issue.

Every year, double 11 will cause a lot of heated discussion. This year, the building has caused so much discussion, it seems quite overwhelming. However, when the building is over, I found that it is actually quite good. The players are playing around, the brand has more users’ attention, and the village can have more libraries…

The building is like a “sorcerer” in the werewolf game, and in the first round, “poison” Every round was blamed by teammates, but in the end it was “people.”

Note: This article is the 4th manuscript of #新零售力量# specially planned by Tiger Snake United Tmall.