Does Pinduoduo’s 5.9 yuan saving card save a lot or is it a big scam?

Pinduoduo’s activities always bring surprises. Does the “saving card” save money or get you cheated?

Pinduoduo, the more you work, the more you save!

Although everyone has been brainwashed by this adapted magic song that has become popular all over the country, the public labels Pinduoduo more as "copycat" and "fake", so there is also a pirated song called: Pinduoduo, Pinduoduo, Duoduo.

As for saving money, even if it is 9.9 yuan with free shipping, some people still think it is too expensive, after all, the product quality and user level are there.

It is impossible to save money by buying low-priced goods at a low price.

However, when I was looking for food on Pinduoduo recently, I accidentally discovered a secret. Judging from the introduction, you can really save a lot of money. At least you can actually experience it.

This is the money-saving monthly card launched by Pinduoduo. Let’s reveal the secrets~

1. Functional Privileges

Pinduoduo's money-saving monthly card has the following five main privileges: daily coupons, free order privileges, free trials, 10% off on big brands, and monthly card selections.

1. Receive coupons every day

During the validity period of the monthly card, users can receive 24 coupons, up to 6 per week and 1 per day.

The coupon is applicable to all platforms and is valid for use within 3 days after receiving it, except for special products such as phone bills.

You will have a chance to grab a large coupon at 20:00 every day, limited to 1 coupon per month.

2. Free of charge privilege

If users place 15 or more orders during the validity period of the monthly card, they can draw a lottery to get one free order, with a maximum of 2 free orders within a month.

The actual payment amount for participating in the free order must be greater than 25 yuan. One month is a free order cycle, and expired data will be cleared.

We provide a special session for accelerated free orders, where one order counts as multiple orders, and the fastest way is to get 1 free when you put 4 orders together.

3. Free Trial

During the validity period of the monthly card, users can apply for 2 free trials of promotional products every day. The activity is in the form of ranking, and completing tasks according to the ranking strategy will increase the success rate of the free trial.

4. Buy big brands at 90% off

During the validity period of the monthly card, users can enjoy super low discounts to purchase branded goods, and are promised: 100% authentic products, ten times the compensation for counterfeit products.

5. Monthly Card Selection

Mainly recommends products that users have purchased/browsed before, with labels such as “reduced by XX yuan” and “price will increase soon”.

2. Four major operational highlights

1. Let users experience the feeling of getting a bargain

We often say that what consumers want may not be a real bargain in terms of value, but just a feeling of getting a bargain.

For example: a pen originally priced at 10 yuan is now sold for 2 yuan, and a computer originally priced at 4998 yuan is now sold for 4980 yuan. Which discount is more attractive? Pinduoduo's money-saving monthly card fully grasps this feature.

First of all, the entire page constantly reminds users how much money they can save and how much money they have saved.

Based on the user's aversion to loss, an illusion is created: if you don’t buy, you will lose a lot!

Secondly, compared with the complicated and circuitous "discount" activities launched by Taobao/Tmall on Double Eleven, such as "Meow Meow Building", "red envelope subsidies", "full-reduction deductions", "cross-store accumulation" and "non-superimposable discounts".

The function of Pinduoduo's monthly card is simple and crude, which can be summarized in three points: discount, free of charge, and free of charge.

While increasing user participation enthusiasm, it also greatly lowers the threshold for participation.

2. Focus on user trust

I once encountered such a problem when doing WeChat fission activities:

The activity bait was accurate and substantial, the fission poster design was also very delicate, and even a paid version of the fission tool was used, but the activity effect was far from ideal. When reviewing and summarizing the situation, we consulted several unfamiliar users and discovered the problem. It turned out that users did not dare to believe the authenticity of the activity at all.

Throughout the event, we have been emphasizing how low the participation threshold is and how great the benefits are, but we have forgotten to build user trust.

If users don’t trust you, all your work will be in vain.

Pinduoduo has obviously put a lot of effort into enhancing user trust!

First of all, when you buy a monthly card, it says "refund if you don't get your money back/make up the difference". Literally, if the discount amount is not enough to cover the monthly card fee, the difference will be made up, so you will not lose money after buying a monthly card.

When purchasing a membership card, many consumers habitually calculate how to earn back the cost of applying for the card. Pinduoduo’s “guaranteed return on investment” reminder completely dispels this concern of consumers.

The free order privilege emphasizes "1 free order for every XX orders"

The free trial privilege emphasizes "100% trial success rate", "XX people have received good products worth XX yuan", and "Successful trial order posting".

Describing the original probabilistic event as a certain event, the psychological feelings brought to users by "10% winning rate" and "1 win in 10 draws" are definitely different. Users are of course more willing to believe in inevitable events and pay for them.

Finally, the privilege of buying big brands at a 10% discount emphasizes “100% authentic, ten times compensation if fake”.

The inherent impression that Pinduoduo has left on the public is more of "copycat, fake goods", which is difficult to clear even if it launches such special offers.

In order to prevent users from automatically equating "low price" with "fakes" in their minds, Pinduoduo deliberately emphasized "100% authentic products, 10 times compensation if fake", which is consistent with the "7-day no-reason return" policy on Taobao, completely eliminating consumers' after-sales worries.

In short, no matter what your attitude towards Pinduoduo was before, as long as you read the entire event details page, you will definitely agree with it.

3. Focus on user activity

Membership cards/points cards usually have the function of increasing user stickiness. Pinduoduo's money-saving monthly card does a very good job in increasing user activity.

First of all, the design of coupon collection is: coupons can be collected in installments, with a maximum of 1 coupon per day and a maximum of 6 coupons per week. It will take a full 24 days to collect all the coupons.

After opening Pinduoduo 24 times, how many times have you been prompted by Pinduoduo’s pop-up red envelopes and recommendations for great value products?

Secondly, a limited number of large coupons will be released at 8 p.m. every day, and many users are bound to develop the habit of opening the Pinduoduo app at 8 p.m. every day to grab coupons.

Even if you don't get the coupon, browsing the great value products recommended by Pinduoduo is also a good way to kill time at 8 o'clock in the evening.

Finally, there are three ways to increase the success rate of your free trial:

1. Browse the store for 30 seconds
2. Order in store
3. Receive hourly rewards

If you want to successfully complete the free trial, you just have to browse products on Pinduoduo continuously or place an order directly.

From my observation, the core goal of Pinduoduo's money-saving monthly card is to increase user activity and stimulate consumption. All the functions and privileges of the money-saving monthly card are only to allow users to spend more time interacting with Pinduoduo, while using big data to recommend value-for-money products to users again and again.

4. Detail optimization

Pinduoduo's monthly money-saving card also has a lot of attention to detail in its UI design. Here are a few of the details:

All key contents are highlighted in red font or white text on a red background: 1 order must be exempted, 1 order counts as 4 orders, XX thousand people have participated, prices will increase soon, and have been reduced by XX yuan.

The progress bar for the free trial success rate does not change evenly from 0 to 100%. A 3% success rate is visually displayed as 50%. However, I am curious why the progress bar for the free trial privilege is not designed in this way.

3. User Experience

I personally purchased a money-saving monthly card to experience it, and would like to share my feelings and see if I did save any money.

Free orders and free trials are gimmicks for marketing promotion. They are too difficult to obtain and can be simply ignored. The 5 yuan no-threshold coupon is the biggest benefit and other coupons can be used as a last resort.

I made 4 purchases within half a month after purchasing the card, saving 5 yuan, 5 yuan, 3 yuan, and 5 yuan respectively, a total of 18 yuan. It only cost me 9.9 yuan to apply for the card, which seems to have paid off already.

Actually, this is not the case. Except for occasionally buying daily necessities, I have no habit of online shopping. But after I got a monthly card, I always thought that there was a 5-yuan no-threshold coupon that I had not used, and then I bought a bunch of non-essential products inexplicably.

And every time I used the 5 yuan coupon on the first day it became available. At the same time, I also used a coupon for 3 yuan off for purchases over 30 yuan because I was tempted when browsing products. I was also induced by Pinduoduo's pop-up ads to recharge my phone bills over 100 yuan, which gave me 30 yuan off for purchases over 100 yuan, and two high-speed rail tickets with a 5 yuan discount.

Now you understand the real intention of Pinduoduo’s money-saving monthly card!

I was just trying it out, but ended up making 6 orders in just 10 days. The key is that I’m still thinking about getting the 5 yuan zero-threshold coupon for next week.

So, is it saving money or cutting off hands?

4. Doubts

Before that, let’s take a look at the entrance and price of Pinduoduo’s money-saving monthly card:

• Monthly card entrance: Personal Center/Personal Information below
• Tips for users who have not purchased a monthly card: Save money on a monthly card and save 194 yuan
• Tips for users who have purchased monthly cards: Save money on monthly cards, you have saved XX yuan

Monthly card price: The price for each person is different.

• Never spent money on Pinduoduo: 29.9 yuan/month
• Already spent on Pinduoduo but not purchased a card: 5.9 yuan/month
• Renewal for existing card users: "1 month 9.9 yuan", "3 months 26.7 yuan", "6 months 47.4 yuan"

Do you feel a little weird when you see this? What is Pinduoduo best at and what does Pinduoduo need most?

Fission, attracting new users, but in the entire money-saving monthly card activity we can't see any operation of attracting new users.

1. No new user acquisition or traffic generation

All operations within the monthly card are aimed at improving user retention, increasing user activity and promoting user paid orders. There is no sign of inducing forwarding and sharing, even though setting up new user acquisition actions may be more appropriate in some scenarios.

2. The entrance to the money-saving monthly card is very hidden

What are the most effective activity entrances on Pinduoduo: splash screen ads, pop-up ads, banner ads, SMS notifications, and homepage navigation bars, etc.

However, these efficient entrances are not connected to the money-saving monthly card. Instead, they are set up in the personal center, and some content is folded and hidden.

If it weren’t for the users who have group-purchased the products and come to check the delivery status, few people would notice the money-saving monthly card.

3. The price setting is extremely unfriendly to new users

It is common sense that any product will first set a lower trial price for new users, and then return to the normal price after the experience is over.

However, the Pinduoduo monthly card is just the opposite. The purchase price for new users who have never spent money on Pinduoduo is 3-5 times that of old users.

Is it a clear attitude that new users are not welcome to take advantage? What do you think of Pinduoduo's money-saving monthly card?

Author: Zhuoshui Creek

Source: Operation Publicity Xiao Leilei