Relying on “people” to carry goods, the key is to get the user’s mind.
Editor’s note: This article comes from the WeChat public account “Xiao Program Observation” (ID: yinghoo-tech) , author: thirteen l.
“Business Self-Rescue Manual in Crisis (Stop” Black Swan “)” is a special plan launched by yinghoo-tech, which aims to help traditional companies “move” their business focus to online and quickly start ” Self-help “. This plan includes five major themes: “restart traffic”, “cash reflow”, “reducing costs”, “increasing benefits” and “future trends”.
This article is the seventh of the “traffic restart” feature, which mainly talks about the importance of social fission during the epidemic, and how to use social fission to quickly expand online users from 1-100. Catalyst, and cooperate with a large number of cases to help companies understand better and get started faster.
The impact of the epidemic is still spreading, and today, tech giants such as Facebook and Google have not been spared.
Data from data intelligence company PredictHQ shows that eight major technology events have been cancelled due to new coronavirus outbreaks, including Google I / O Developer Conference, Facebook F8 Developer Conference, and Mobile World Conference. $ 666 million. Surprisingly, this number is only related to the loss of offline entities such as airlines, hotels, restaurants and transportation providers.
Interestingly, the cancellation of “offline” gatherings has caused countless losses, and online gatherings are extremely valuable.
For enterprises, the large-scale shutdown of offline scenes makes online traffic even more precious. Every online traffic gathering place is a piece of fat. How to introduce traffic in these places at a low cost mobilizes the nerves of every enterprise.
The human-to-human model of neo-pneumococcal pneumonia is a way of thinking: from one person, through continuous contact, dispersion, and fission, “one-to-many” transmission, so that the effect of the virus is like nuclear fission, once it starts When they are in collision, they are powerful.
This horrible “viral spread”, in business logic, is to take advantage of the previous social relationship between people, starting from a seed user, and gathering in online social places, for a series of sharing, Propagation, fission, this method takes short time, low cost and high efficiency.
But there is a problem that plagues countless offline companies. Offline fission can ask people to line up at the door and send trial installations. What is the carrier and propagation path of online fission?
1 Prompt users to “fission”, Need to create a collision
Any business wants to obtain high sales, both offline and e-commerce models are affected by the following three data: inbound customer flow, purchase conversion rate and customer unit price. Traffic, store rate, conversion rate, they are three-tier user funnel. For example, if 1,000 people pass in front of your store every day, there may only be 200 people who choose to enter the store, and the final purchase may only be 10%.
The social fission model is one dimension higher. It can increase page views, store visits, and conversion rates at the same time. The reason lies in “people”. The conversion rate of previous purchases is an empirical data. For example, the conversion rate of women’s clothing stores on Taobao is usually between 1% and 3%. It is based on analysis of store data. In social fission, it is evaluated based on “people”. All The indicators are all on people. Sales are not in the products or the stores themselves, but in how much energy the communicator can release.
When the focus shifts from the store to the “person”, we will find that online communication is actually more favorable soil:
The “old belt new” offline is limited by many factors such as geographical location and time, and it can only be completed by “harmonizing the time, the place and the people.” Online transmission is not limited, and the transmission efficiency is higher. The gameplay is also more diverse;
There is a saying that as long as 6 WeChat friends can find Bill Gates, this is another advantage of online user fission: it can break through the original acquaintance “circle”, as long as it is WeChat Friends in China may spread through sharing.
The essence of nuclear fission is the collision of protons and neutrons, which in turn produces more protons and neutrons, as does social fission. And this collision is what we often say: share.
Through the sharing and recommendation of old users, it can drive the new user experience, understand, generate a sense of identity, and then purchase, and then become a regular customer for the next round of sharing. Based on the whole process of fission, we summarize the following: Fission cyclone operation model.
(picture from public information)
If you want users to take the initiative to share, you must meet the user ’s inner needs. What you get after sharing is the key. There are nothing more than two points here: user self-expression and interest-driven, in short, two things people care about most: fame and profit.
1. After more than two years of catching up with JD.com for ten years, what did it do right?
When Pinduoduo went public in the U.S. on July 26, 2018, CEO Huang Huang summed up the rapid development of Pinduoduo like this: It ’s not about building an empire or competing for a site, but “misplaced competition.”
One of the “misplacements” is to take advantage of the social fission in WeChat to make the growth rate like opening. It is also because of many fights that various industries have begun to realize the power of “social fission.”
In this field, although there are many ways to fight Pinduoduo, the “core weapon” is actually one: use cash points, coupons and other benefits to drive users to share. Take last year ’s double eleven as an example, invite friends to grab red envelopes, every 100 yuan can be withdrawn:
Every time a user enters an app or applet, they will receive a red envelope with an amount of about 60-80 yuan;
Next, the user receives a reminder to share the amount with friends and accumulate the sum, 100 yuan can be withdrawn;
When a user shares with a friend, the friend will also receive a large red envelope, and then be reminded to withdraw 100 yuan.
In this cycle, almost all of the WeChat groups are filled with Pinduoduo red envelope sharing. A large number of DAUs have made Pinduoduo a leap into Taobao and JD.com’s e-commerce giants.
For offline companies, this method is “simple and rude”, as long as the gameplay and planning are good enough, even if the previous online is zero-based, it can quickly detonate social media.
2. Grab users’ hearts with “spiritual food”
But the way to fight a lot is undoubtedly “burning money.” More people are questioning: Even if the money is thick, this game will sooner or later die.
Lian Coffee CMO Zhang Hongji proposed another solution: small businesses did not fight for a lot of money, and wanted to “benefit a lot,” but also to grasp the hearts of users, the purpose of sharing more people is to express themselves and be Agree.
For those with “spiritual pursuits” in this part, a more advanced approach is needed. The “pocket cafe” applet with coffee, contrary to the practice of Pinduoduo, weakens the words “cash” and “red envelope” as much as possible, but uses the game language of “funds” and “blessing bags” to allow users to gamify Operation is more free.
“Many people have the dream of opening a cafe in their hearts.” Zhang Hongji said, “Pocket Cafe” allows users to open a shop online within 1 minute:
Through the game decoration method, the owner can also dress up his “shop” and show the aesthetic style. When users share, they are actually showing their “works”;
Every time the owner sells a cup of coffee, he will receive a cafeteria fund of 2 yuan, which can be used to decorate the cafe or redeem the product.
“Every time I share them in WeChat group and circle of friends, I’m proud and have nothing to do with money. And in the product introduction, I can also confess to the boy I like, if he pays attention to my cafe, then He will definitely see it. “A manager of” Pocket Cafe “told us.
The sharing route of “Pocket Cafe” is to gamify fission, use testing, dressing, and socializing to meet users’ “play” demands and gain a sense of identity. At the same time, use this novel gameplay to meet user needs and guide users. For distribution. As an independent applet, the cafe has a daily life of 20w +, and 5000+ new openings every day. For Lianca as a whole, 20% of new consumer users come from the self-propagation of the cafe.
Of course, in this “fast-food era”, there are other demand points even if some people are not fame and profit. If you want to quickly go online to perform fission, as long as the company can find the user’s demand point and “remedy it right,” and deliver the demand appropriately, no one will refuse.
2 Group + applet is the best medium for fission
The existence of the “two-eight rule” in the commercial market has not been changed so far. Rich people are getting richer and richer. The competition is not large, and the money cannot be burned. In addition, many platforms are becoming more and more stringent in terms of store operations. By spreading stores, the way of spreading products has become increasingly “expensive”.
At this time, “spreading people” has become a new way of thinking. The “personal IP” created by Weibo Da V and the public account author’s painstaking efforts is actually spreading people and their influence. After interviewing a large number of cases, yinghoo-tech found that the best way to spread goods by relying on “people” is the WeChat group—small programs.
The natural social scene in the WeChat group gathers people with a certain type of common characteristics, and it is more targeted and efficient to share appropriate content for dissemination in the WeChat group;
Since WeChat has issued management rules for the content of WeChat external links, external links cannot be shared. At this point, the advantages of the applet gradually became apparent. The ability of applets can allow users to maximize the effectiveness of social relationships and improve product conversion rates.
The combination of WeChat group + applet also produces a variety of fission play methods.
1. Counterattack in the trough, Baiguoyuan jumped 3 million users by fighting together
In 2018, Li Xiang, the person in charge of Baiguoyuan E-commerce with 3300+ stores covering 40+ cities, fell into a bottleneck period.
As a companyDistrict retail stores, but “unsure” community. Too few user reach points, mainly relying on shop assistants’ notifications or public accounts, are inefficient. Even if customers are willing to go to the store to spend, they are limited to offline scenarios. User data is “catching the wind” and it is difficult for CRM members to operate. This is also what Li Xiang is most worried about: competition is still fierce, passenger flow costs are rising, community retail stores are highly replaceable, user stickiness is low, and store radiation distances are limited.
In order to break through these barriers, Li wants to decide to try a small program to fight together + mention it. Bundling is a bilateral flow tool. “On the one hand, using grouping can activate WeChat ecological traffic, that is, online traffic. On the other hand, using grouping to increase the number of users to the store, that is, offline traffic, increase the connection rate. Grouping + self-lifting can get through Bilateral traffic. “
It sounds simple, but there are many tips. Baiguoyuan divided the fights into stranger fights and acquaintance fights, the former aimed at driving traffic and the latter aimed at promoting transactions.
Strangers fight: use explosives to drive growth. Baiguoyuan selected some lower-priced explosives, such as kiwis for 0.1 yuan, to break the strangeness and distrust of strangers and increase the efficiency and speed of grouping, which is called flow grouping. Use low prices to pull new and enter the incremental market. It is understood that 15% of the Baiguoyuan team are new users;
Acquaintances fight: Drive sales with fist products. For acquaintances, price is not too sensitive to product quality. Baiguoyuan selected fist products between 15-20 yuan. In this price range, users will not think for too long, which is conducive to forming a group as soon as possible. At the same time as the group, it also brings certain sales to the enterprise.
The applet has been online for 6 months, with a monthly peak of 3 million + new users. By joining together, Baiguoyuan increased the share rate and conversion rate by 20%.
Although many companies have adopted the group game, it can be clearly seen that Baiguoyuan’s gameplay incorporates an offline mode suitable for them. It can be seen that for offline companies, the fight group is a marketing model that can be compared to other examples, and after the epidemic situation, you can still use the form of fight group to open new offline stores.
2. Fission circle users can be used at both high and low frequencies.
“The fission rate of social reductions has reached 150%, and each sharing opportunity can bring at least 1 new guest, and the cost of acquiring customers can be as low as 1.7 yuan, and the coupon write-off rate exceeds 20%.” WeChat once sentPublished a set of data to endorse the business value of the ability to reduce money for social.
Social Licensing Reduction is the basic ability of WeChat to open to small programs. After users use WeChat to pay, they can get Licensing Reduction. The gameplay is simple, but the effect is significant. Give full play to the social reduction of “72 changes.”
The “Watson’s Official Mall” applet uses social payments to reduce the cost of fission propagation. Compared with the App, online e-commerce customer acquisition costs have been reduced by 97%. Pinduoduo also used the function of “reduction of gold” to make the new cost <10 yuan.
But the tricks of social benefits reduction are more than that. As a small insurance program, “Weibao” has transformed social benefits reductions by introducing sports incentives that combine insurance with WeChat steps.
Users participate in the “Invite Friends to Collect Steps and Get Red Packets” activity. The amount of red packets can be withdrawn to the coin purse. Users who have purchased micro-medical insurance will get 1 yuan each day when they collect 8000 steps. You can rely on your WeChat steps, invite friends to contribute steps, and even “steal” your friends’ steps. You can receive up to 100 yuan in total.
It may seem inconspicuous, but it is very useful to users.
“Every time I take 8,000 steps, I can earn 1 yuan. My wife and I have been climbing the mountain every day. Now my son’s steps are also contributed to us. Both the health care and the money are made. We all participated. ” An “old” user of WeChat said.
It can be seen that even with the same media, through different gameplay methods, an effective and easy-to-operate fission scheme can be formulated according to the actual situation of the enterprise. The flexibility of the WeChat group + mini-program can help companies grasp online and offline, and “train troops” during the epidemic. Only after the epidemic can we implement a more appropriate plan.
3 Two major catalysts for fission: Selection and price
Baiguoyuan uses different ways of grouping. Because of different categories and prices, the results achieved are different.The core elements of fast and efficient fission come out: selection and price.
In this regard, the forerunners have already made a lot of conclusions about “pits”.
Pinduoduo CEO Huang Huang believes that too low prices will devalue the value of goods, and merchants cannot maintain costs. And in the selection of products to match the price, try to make users “surprise.”
Yinghoo-tech summarizes the four-layer selection pyramid: instant explosives—active models—new products—long tail models, which makes users think that 9 9 can still buy these? It gives people a feeling of being cheap, which can greatly promote user purchase, and achieve the effect of 1 + 1> 2.
This way of combining low prices and explosives is more suitable for wholesalers or factories with certain price advantages. For example, there are many small commodity wholesalers in Yiwu, which used to be distributed by agents at various levels in the past. Today, each wholesaler can directly face consumers. This not only has a price advantage, a large volume, but also can quickly accumulate some customers, even if the epidemic situation At the end, I also have more initiative.
Whether it is Pinduoduo or Baiguoyuan, their experience tells us one thing: offline companies want to quickly achieve user growth through “social fission”. First of all, they must stimulate users’ sharing motivation and let new and old users do it “Collision”, followed by WeChat groups, mini-programs and other communication media to achieve trick play, allowing users to experience, understand, and purchase in the game, for the next round of voluntary sharing. At the same time, the selection and price of the group is also a catalyst for user fission, which can accelerate the fission reaction.
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