The five major marketing tactics behind Alipay’s lucky draw! Have you been infected?

I believe everyone has participated in Alipay ’s Five Blessings Collection activity. But why do so many people still go to collect blessings even though they know they won’t get much money?

Here, let’s take a look back at the Five Blessings Collection activities of the past two years.

Is the temptation of 500 million really that great? Is Mr. Ma really that charming?

No, there are actually rules to follow. SEM ers, take note of this in your notebook, because whether you can get a promotion and a raise next year may depend on it.

What kind of feeling does the New Year generally give people?

Festive . According to customs and habits since ancient times, during the New Year period, we will hang couplets and paste the word "Fu", which means a good year with good fortune. That is to say, we will be surrounded by various " Fu " characters or couplets with the character " Fu ".

Alipay just took advantage of this environment. On the one hand, the meaning of the word " Fu " is used to stimulate users' desire to participate in activities; on the other hand, the word " Fu " can be seen everywhere to continuously encourage users to participate in activities.

The overall environment also essentially explains why Alipay’s “ Collect Five Blessings ” is so popular.

For example.

The Apple advertisement "Three Minutes" that was all over the screen a few days ago took advantage of the Spring Festival travel rush and created a scene where relatives were separated and could not see each other, which resonated with many users and led to reposts.

In this event, Alipay grasped the user's psychology and cleverly utilized the overall environment to encourage users to participate.

What is the way to collect the five blessings? You can get a lucky card by scanning through Alipay.

Isn’t it simple? It can be said that even a three-year-old child can operate it without any problem.

The scanning method has been the main method since the first year. On the one hand, the operation threshold is low for users, and users can complete the task quickly without spending too much time. On the other hand, the operation threshold is extremely low , and there is not much age difference between users from young to old.

The operational threshold explains why the Alipay Five Blessings Collection campaign has attracted nationwide participation.

Let me give you an example.

Is “ Honor of Kings ” popular? It’s very popular. Is it okay to let people around 60 years old play it? Obviously that’s not possible; then is it okay to let children around 8 years old play it? Obviously not.

But the blessing collection method of Alipay is completely different. As long as you have a mobile phone, you can directly get the blessing card by “scanning”. You don't need to use any brainpower or check any tutorials to know how to play.

This is an important reason why everyone participates in Alipay’s “Collecting Five Blessings” campaign.

Never underestimate human nature.

This is innate to human beings and cannot be shaken off.

We consume because of fear, buy because of happiness, and change because of inferiority.

For example, the “Beat U” advertisement of UCAR took advantage of users’ fear, highlighted the dangers of taking illegal taxis, and directly hit users’ pain points, thus defeating competitors in one fell swoop.

In the Alipay Five Blessings campaign, 500 million is the biggest temptation, which takes advantage of users' desire for bargains and constantly stimulates users to participate in the event.

500 million, as the biggest gimmick, it directly hits human nature and uses the extremely low operation threshold to attract users to continue to collect blessings.

At the same time, different coupons can be obtained by scratching cards behind each "Fu" character, which to a certain extent stimulates users to convert their consumption behavior, thus killing two birds with one stone.

What is herd mentality? It means that an individual is influenced by the behavior of the outside group, and behaves in a way that is consistent with the public or the majority in his or her perception, judgment, and cognition.

When Rabbit first heard that Alipay had started collecting the five blessings, he did not actively open Alipay, but heard about it through chatting with colleagues. The Rabbit first started sweeping the Five Blessings not because he wanted to share the money, but because he saw his colleagues sweeping and thought he couldn’t be left behind.

In most cases, when users make a purchasing decision or take a certain action, they will not buy it immediately just because your product or service is good. Instead, what often prompts consumers to take a certain action is a momentary impulse or due to certain pressure .

The most important factor is herd mentality.

Why do people develop a herd mentality?

1. Behavioral reference: When the situation is uncertain, the behavior of others is the most valuable reference;

2. Fear of deviation: A tree that stands out in the forest will be destroyed by the wind;

3. The need for group integration: conformity with group members makes one more likely to be accepted by the members;

4. Group cohesion: Have a strong sense of identity with your group

It can be inferred from this that the reason why Alipay’s Five Blessings Collection activity is so popular is closely related to the users’ “herd mentality”.

Humans are social animals. They have a basic survival consciousness of living together for safety and a basic survival psychology of maintaining consistency with group members.

Sometimes, in order to better integrate into the group, we will unconsciously ignore our own thoughts and choose to behave in a way that is consistent with the group.

Have you ever thought about why the Alipay Five Blessings campaign can attract tens of thousands of people to participate, and why some are even willing to spend money to collect the five blessings?

Is the temptation of 200 million so great?

In fact, from a psychological point of view, people are afraid of losing something. Sometimes, in order to eliminate or alleviate this mentality, one will prompt oneself to engage in certain behaviors.

We can call it: the principle of loss aversion.

For example

Taobao coupons. On the one hand, it sends coupons to users, taking advantage of their desire for bargains and unwillingness to lose to make them buy.

On the other hand, by setting a coupon limit higher than the product price, users are constantly encouraged to break through their initial psychological price and generate more consumption behavior.

Some time ago, Alipay sent out red envelopes, and anyone who paid with Huabei could receive an additional 1-2 yuan, but the payment could only be made in physical stores. Rabbit has a colleague who went to the supermarket after get off work to spend a few dollars. This shows how much human nature controls human behavior. Of course, rabbits also have this mentality.

In the Alipay Five Blessings collection, once you step into this pit, it will be an endless pit unless you collect all five blessings.

In the early stage, we have spent part of our energy to collect blessings. In the later stage, due to the energy we have spent, the fear of not being able to collect, and the fear of missing out on 500 million points, we will constantly encourage ourselves to sweep blessings, exchange blessings, and even spend money to collect all five blessings to eliminate or alleviate this mentality.

Sometimes, the reason why something becomes popular is that it is fun, but the most important thing is that it inspires a certain human nature of the user.

It is said that he who understands humanity will understand the world.

The author of this article is @sem联盟 and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games