Analysis of Taobao Double Eleven Event

Have you participated in Taobao’s Double Eleven event ? The author of this article analyzes and sorts out the two activity modules of Double Eleven from the perspectives of rewards and tasks, and shares them with you.

Taobao's Double Eleven event is divided into two modules: opening a store and building a building. This article will analyze these two modules from the perspectives of rewards and tasks, and bring my own thoughts on the cool and optimizable designs. I also encountered many points that I don't understand, and I hope we can communicate together.

1. Rewards

1. Open a cat shop

(1) My red envelope

1) Conditions

1. Upgrade Meow Shop
2. Do Alibaba app tasks
3. When you withdraw the team red envelope, you only have one chance to redeem the official red envelope. It's quite scheming. I guess many people will not be able to redeem the team red envelope because they have redeemed my red envelope before withdrawing the team red envelope.

2) The reason is not particularly clear, welcome to discuss

3) Speculation: It saves money. Although users are unhappy, I made the rules, so you can’t blame me. Users won’t be that angry. These red envelopes should be sponsored by merchants. They increase the exposure of merchants, so Taobao should get the money, thus earning money that users cannot redeem for actual red envelopes.

4) What I don’t understand: How is the 2 billion divided up calculated? Is it the merchants who sponsored 2 billion? How is it estimated that the red envelopes that users can actually receive?

(2) Wish Award

1) Condition: Meow Shop reaches level 50

2) Prizes

1. Empty shopping cart9999 yuan (2700 copies)
2. Wish Red Packet 8 yuan (7 million copies)
3. Tmall blind boxes, merchant gifts, etc.

3) Questions: The 18.8 yuan wish bonus was suddenly added later. I had no idea before. The floating ball on the homepage previously indicated 9999 yuan, but now it is 18.8 yuan. The redemption description of the grand prize has also been changed. Although 700W is an advantage, which of the two is more attractive? Please advise. Why was the 18.8 yuan bonus suddenly added? Please advise.

4) How to give money

1. Grand Prize: 9999 Clear Shopping Cart
2. Small rewards and timely feedback: Each upgrade of Miaopu will reward a red envelope of about 25 yuan. You can upgrade about 2-3 times a day. It is expected that you can get a red envelope of 10-20 yuan when you reach the maximum level.
3. Additional 18.8 yuan (700w copies): I don’t understand, please advise, the reward amount is similar to the small prize, so the stimulation point is similar, why add one more, and the floating ball prompt also replaces 9999, it feels like the stimulation point will decrease, why?

2. Building a building

(1) Team Red Packet

1. There are 12 levels of matches. After winning every day, you will receive a bonus from the prize pool and put it into the team bonus.
2. The team red envelope can be withdrawn to my red envelope after 10 days

(2) Wish Award

1) Redemption conditions: The team obtains 6 stars

2) How to obtain stars

1. Challenge victory;
2. Cat Day Gift (November 1, 4, 7), requires the team to have more than 2 people

3) How to give money

1. The grand prize is ticked: 9999 to clear the shopping cart, but I feel that the effect of ticking will not be particularly good. I am not sure about the initial traffic effect, but there is no loss, just that the rules become a little more complicated
2. Timely feedback on winning: You can get a red envelope for each challenge victory, and the amount increases daily. If you don’t work hard, the money will be deducted; each top person is expected to receive 100-200 yuan
3. I don't understand the additional 18.8 yuan (700w copies), please advise. The reward amount is similar to the small prize, so the stimulation point is similar. Why add one more? And the floating ball prompt also replaces 9999. It feels like the stimulation point will decrease. Why?

2. Task conditions

1. Open a cat shop

(1) Task list: sign in, share, and browse various venues

Similar to the previous one, a set of templates for guessing

(2) Answer questions and receive coins (you can double them by watching videos). Coins are automatically accumulated.

The answering method is quite novel, and users are informed of the rules of the activity by giving gold coins. However, there are too few gold coins, and it feels not stimulating enough.

(3) Alipay various module tasks, tasks are updated daily

Analysis: It takes a long time to reach level 50, estimated to be at least 10 days, and the tasks need to be completed every day. The Taobao tasks this time are all browsing the venue, which is different from the previous activities that directed traffic to various functional modules (Taobao Life/Farm, etc.). It may be that Double Eleven is to promote consumption and increase product exposure; compared with the previous recording of time, this time the optimization point is to slide and browse and record the time, but it is just a prompt. The time will be recorded even if there is no sliding. I don’t know why it is not made real. Please advise;

(4) Alibaba is really great at linking with other Matrix products to guide traffic to each other, but there are still some areas for improvement:

1. Other apps offer fewer rewards and are less attractive;
2. There are not enough entrances for other apps in Taobao. Currently, there is only an entrance that can jump to Alipay. I personally think that giving an entrance will have a much better effect, or Alibaba has other considerations. Please give me some advice.

2. Building a building

(1) Rules

1. Form a team (up to 5 people), invite others to help, compete for the overall level, and the winner will receive a bonus pool red envelope;
2. There is no limit to the number of people you can ask for help, but there is a limit on how many times each person can help other teams, 6 times a day. I don't know why. There is already a limit that one person can only help a team once, why is there a limit of 6 times? Please advise;
3. The team level added by the supporter is the supporter's Meow Shop level, new main force adds 50 levels, and 88VIP adds an additional 5 levels;
4. There are 12 levels of matches. The entry qualification is the balance in the team account. The entry qualification and prize pool increase gradually.
5. No tickets are required for the first few sessions. After that, the amount of sponsorship from merchants increases with the level of the sessions. The highest level sponsorship is 11 yuan, and the second highest level sponsorship is 11 yuan. The rest of the prize pool is made up of tickets from both parties.
6. Automatic matching starts every day when a building is built, and tickets are automatically deducted. There is no ticket information in the session information, and you will only know the tickets for that level when you reach a certain level.

(2) Analysis

1) Awesome design

• The rules for the prize pool tickets are that the money in the prize pool includes the tickets for both parties. The money is large enough, and the tickets are not indicated in the prize pool in the event information, which is very attractive to users.
• Matching starts automatically every day, and some tickets are deducted, which really forces you to move forward. If you don't make money with the other side, you will gradually return to the pre-liberation era. The split effect is really good.
• The rule of adding 50 levels to a new user has a good effect on attracting new users.
• The design of being able to change team names is quite interesting, and it enhances the interaction between the two parties in the challenge
• You can send red envelopes to invite help, which is very interactive

2) Areas that can be optimized

• When you first enter the game, there is not enough information about rewards. Users only know "Ah, it seems that there is a lot of money to be given" after clicking on the session information. How high can the click rate be for such a small button? You must slap the expected rewards in the face as soon as you enter, and then guide how much money you can get. I feel that it is necessary to put a video
• The prize pool for level 1 is 5 yuan, and the entry qualification for level 2 is 2 yuan. If the user does not form a team in the early stage, it means that he must win 5 times to enter the next game. Taobao's rule is that if you invite friends to join the team, you will be given a red envelope, and you can directly participate in the challenge of level 3 or 4, or higher levels, but Taobao did not give any prompts, and the rules were not written. Even if the rules were written, the effect would not be very good. It is recommended that when users have participated in building a building and have not formed a team, give a strong prompt to tell users that they can give red envelopes to the team when they form a team, and the amount of the prize pool they can share is higher. Users who have just come to a certain function will not share easily, and they need to be given enough information to allow users to invite people.
• It is recommended that the content shared can include information about how much money the sharer has earned, so as to encourage more people to participate in building a building. The reward for building a building is so high, why do so many people still not participate after seeing it? Many people who share it just ask for help and that’s it. There is still room for development in attracting new users and business.
• Matching mechanism, I think the matching mechanism should be based on the level reached the day before, and teams of the same level will be randomly matched the next day; I found that some teams with particularly high levels will be matched with teams of lower levels later, and the matching is more accurate and can stimulate the split more strongly. I don’t understand the current matching logic, please advise
• The 6 stars you get when building a building can be exchanged for 9999. I personally think this is a way to attract more people to build a building. After they come, the stimulation point for users is that the money given by building a building is really a lot. The final 6 stars can be exchanged for 9999, which doesn’t seem so important. Therefore, the rules of giving out stars on Meow Star Day don’t seem necessary. A simpler one can be made. You can get 1 star for winning every day. It is recommended that most of the 2700 places for the last 9999 be given to Meow Shop Level 50. I don’t know why Meow Star Day was set up. Please advise
• The rules are not written in detail, for example, how to increase the level of support, will there be red envelopes after forming a team, how to divide the team red envelopes, etc.

at last

Finally, share some interesting stories about the event.

My friend told me about one of his days. He was just a little brother during the day, asking people for help everywhere. The opponent's team name was "Little Trash", and his friend's team name was "Harmony Brings Wealth". He was afraid of irritating the opponent. The opponent's words made him very angry, so he decided to fight to the end. Relying on his years of old face, he kept asking people for help everywhere, and kept paying attention to the changes in the floor. His shameless spirit finally let him surpass the opponent. One minute before the end, his friend changed his team name to "Don't rely on your mouth" to mock the opponent, and the opponent changed his team name to "Don't buy if you have the ability"

My friend also complained about how he was taught a lesson by others, pretending to be weak and then stealing towers to taunt others. He also complained that he formed a team too late, the level of the game was not high, and he did not get as many points. He also often built buildings and changed them until he was angry. The opponent was so tough that he could not stand it and had to fight. He sent it to all his friends every day, and even old classmates from many years ago were found out.

There are many similar stories: various groups have become groups for building buildings and clicking with each other, and those who sleep in the lowest position have been treated unfairly, and they have to play high-rise buildings for two hours every day before they can get up, and building buildings has turned into dating, and so on...

Author: will

Source: will_0429