Comprehensive analysis of how the treasure hunting platform conducts "category operation"

Operations generally consist of content operations and user operations . Content operation is to increase the quantity of content on the one hand and to improve the quality of content on the other hand; user operation is mainly to attract, retain and activate users.

The treasure-hunting platform is an operational product, and the operational capabilities determine the development of the treasure-hunting platform. The operation of the Duobao platform also consists of two parts: category operation and user operation. Here I will share with you how the Duobao platform carries out category operation.

1. Analysis of users of treasure hunting products

The treasure hunting platform is mainly used by male users, with the male to female ratio being around 7:3. Users of the treasure hunting platform can be divided into early adopters, obsessed users, and veteran big users according to their level of participation.

1. Early adopters

It refers to users who are new to the game, are curious about how it works, and will try to invest a small amount in the hope of winning a prize. This type of user generally purchases items that are easy to win prizes or super popular products.

2. Obsession with users

It refers to users who have won a prize, tasted the sweetness of winning a prize, experienced the excitement of grabbing treasures, understand how to play the game, and have started to increase their investment. This type of user usually buys the products they want, mostly for their own use.

3. Senior large investors

Refers to users who are addicted to it, can derive great satisfaction from it, or regard treasure hunting as an investment , earn the difference by cashing in the prizes, and make planned large investments. This type of user likes to buy high-value goods that are easy to cash out.

2. Category Model

Although the essence of the treasure-hunting platform is e-commerce , the "gambling" nature of the treasure-hunting platform makes the product categories of the treasure-hunting platform and the e-commerce platform categories quite different. Here, treasure-hunting products are divided into four categories: new customer-attracting products, easily convertible products, new technology products, and other long-tail products.

1. Products that attract new customers

The main purpose of new customer acquisition products is to attract new customers. Their characteristics are that they are wanted by the general public, have high value, are hot sellers in the market, and are generally priced slightly higher. For example, Apple products, especially iPhone phones, such as oppoR9. Through operational promotion , the promise of “Win ​​xxx (product name) for 1 yuan” is conveyed to users, and users are easily attracted by the title of “low investment, super high returns”.

2. Easily convertible goods

Easily convertible commodities refer to commodities that have high market demand, some of which can maintain and increase their value, are extremely easy to circulate in the market, and can be directly converted into cash or have low conversion costs. Generally, senior big investors and old users will choose to participate in such products frequently. Currently, the commodities that can be cashed in on the treasure hunting platform are mainly concentrated in the following categories.

(1) Virtual goods : including mobile phone recharge cards, JD e-cards, gas cards, etc.

Virtual goods are digital assets that are carried in the form of card codes, eliminating the heavy logistics and distribution links and becoming an important part of many treasure hunting platform products.

The mobile phone recharge card code can be directly recharged into cash through Alipay and Tenpay. JD e-card can be directly recharged to JD account and used for shopping. The gas card code can also be recharged into the gas card. At the same time, there are many people in the market who recycle various types of card codes, which enriches the ways to monetize card codes.

(2) 3C digital products : mobile phones, tablets, computers, cameras, etc.

As for 3C digital products, since there are a large number of buyers and second-hand trading markets in the market, and even professionals who specialize in recycling treasure hunting products, 3C digital products are easy to cash in.

(3) High-value goods : gold, cars , light luxury goods, and even commercial housing, etc.

These commodities are of great value and are not easily purchased or unaffordable on ordinary days, but on the treasure-hunting platform, users are willing to invest in them, hoping to win big prizes with small expenses and obtain excess returns. Gold, real estate, etc. have value in terms of appreciation and preservation, and are suitable for investment. Cars and light luxury goods are consumer goods, generally used by individuals, but these new and used goods can be easily traded and converted into cash in the market.

3. New technology products

New technology products are used to satisfy users’ sense of novelty. Users rarely buy them on a daily basis and they are not essential products. However, when they see more and more people around them playing with them, they also want to try them. For example, balance bikes, drones, VR equipment, robots, treadmills, and various smart hardware. This type of product makes up for the monotonous 3C digital products on the treasure hunting platform and gives users more choices.

4. Other long-tail products

Long-tail products include home appliances, daily necessities, food, etc., which are essential products. Because there are situations in the treasure hunting platform where you may not win the prize even if you participate. Therefore, for daily necessities that are in urgent need, users generally choose to buy them on e-commerce platforms. This is also the reason why it is basically difficult to see daily necessities on various treasure hunting platforms.

However, the users of Duobao platform have diverse shopping choices and different levels of demand for daily necessities.

For example, I have a telephone cooker at home and want to add a new one, but it is not necessary. If I happen to come across it on the Duobao platform, the low-cost participation will drive me to try it, and then the Duobao platform becomes a shopping option. It is said that grain and oil are selling particularly well on JD.com’s One Yuan Treasure Hunt . Some senior users have even developed the habit of shopping on the Treasure Hunt.

3. Product category selection at different stages

At different stages of the product, the operational focus of the category is different.

1. Initial launch

In the early stage of launch, the main purpose of operation is to obtain the first batch of users, verify product functions and understand users' reaction to the treasure hunting platform. In addition, there are not many suppliers in place when the platform is first launched. This stage is suitable for launching some new products and easy-to-cash products, and there is no requirement for a rich variety of products. High-priced products such as Apple series and low-priced products such as power banks and Xiaomi bracelets have been proven to be the most popular among new users on various treasure hunting platforms.

Of course, virtual goods, especially mobile phone recharge cards, have also been proven to be a type of product that users like very much. However, the storage and distribution of card codes involve a slightly more complicated system, so it is not suitable in the early stages.

2. Development stage

During the development stage, the main functions of the product are basically completed, suppliers are in place one after another, and a group of active users begin to accumulate. This is the focus of operations. During this stage, periodic launch of new products, easily convertible products, and new technology products become the focus of category operations. The launch of new products cannot be chaotic and irregular, as this will not easily form user habits and fixed perceptions. It needs to be launched in a rhythmic and layered manner, which will be discussed later.

3. Maturity

During the mature stage, the product category range can be appropriately expanded to meet users' multi-faceted and multi-level product needs, such as home appliances, maternal and child products, women's products, daily necessities, etc. During this stage, the pace of new product releases does not need to be as frequent as during the development phase, but users still need to have something to look forward to and new products must be released continuously. If you have the ability, you can launch and pre-sell new products on the market. You can also try some innovative product categories, such as performance tickets, travel routes, movie tickets, etc.

4. Rhythm of new product launches

As mentioned before, launching a new product is not just a matter of posting it online in the backend; it must be done in a rhythmic and structured manner. The following introduces the commonly used new methods, which can be used in combination.

1. New products are released regularly every week

Set a fixed time for releasing new products on a weekly basis, such as every Wednesday. At the same time, a new product trailer is released a few days in advance. Go a step further and give your weekly new day a catchy name, such as "Crazy Wednesday" or "Red Wednesday." This will allow users to form a fixed perception of new products and create a sense of anticipation for new products every week.

2. New products based on holidays

Holidays every year are important nodes for carrying out operational activities. By launching new products that are in line with holiday characteristics during holidays, users can feel the popularity and dedication of your treasure hunting platform. For example, on Valentine's Day, many couples struggle to choose gifts. If the Duobao platform can provide couples with creative and romantic products to choose from, it will be favored by many couples.

3. Launch new products based on social trends

There are constant hot events in society, and the attention generated by many hot events can be transformed into strong purchasing power through effective operations. For example, there are products related to watching football during the European Cup, the DW watch worn by the heroine in the Korean drama Descendants of the Sun, and products related to Kobe when he retired.

4. New topics

This is a common method used by e-commerce companies. New topics are usually combined with content, such as summer vacation topics, fun topics, cosmetics topics, Olympic topics, fitness and exercise topics, etc. As long as you can think of it, you can basically combine it with the products for operation.

5. Pre-sale of products to be released

Pre-sale allows users to make reservations in advance and is also a common category operation method for e-commerce. For example, pre-sales can be done before iPhone 7 and 7 Plus are launched. For example, popular brands such as Xiaomi, Meizu, and Huawei have many fans, and they attract many fans to participate by pre-selling new products.

6. Launch new products

The Duobao platform has a large number of high-quality users with high purchasing power. It can take into account the interests of both the Duobao platform and brand owners, and is a good platform for brand promotion. If you can contact a well-known brand to launch a product first, combined with appropriate promotion, it can also bring good results. More importantly, the launch of new products has broadened the value of the treasure hunting platform.

5. Product Pricing

The biggest difference between the treasure-hunting platform and the e-commerce platform is that users do not purchase the goods at full price, but instead participate in a lottery partially. Therefore, users are not as sensitive to the prices of goods as they are on the e-commerce platform. Users will not compare prices everywhere and then place an order like they do when shopping on e-commerce platforms. This leaves a huge room for product pricing on the treasure-hunting platform.

Different commodities, such as physical and virtual commodities, have different taxes and pricing. Overall, the general commodity premium on the treasure hunting platform is around 15%-30%, and the profit margin is around 10%, which is still profitable.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

The author of this article @Product Notes Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting!