Analyze Pinduoduo's event operation system and coupon gameplay! (two)

In "Analysis of Pinduoduo's activity operation system and coupon gameplay! In "(I)", the author briefly explains the logic behind Pinduoduo's discounts. The article also leaves a hole for planting trees, raising pigs and eliminating stars for later discussion. Today, I will continue the article to fill in the three points that were not covered in the previous article, namely: Duoduo Orchard, Golden Pigs Making Big Money and Duoduo Love Elimination.

We introduced the following modules of Pinduoduo: direct price reduction type of limited-time flash sales, out-of-stock clearance, 9.9 yuan special sales and 10 billion yuan subsidies to break the bottom line; sign-in with gifts type of cash sign-in and daily cash receipt; sharing for free type of helping to enjoy free orders and bargaining to get free things; other types of one-cent prize draws and money-saving monthly cards. The common point of the above modules is that they are quite common. The shadows of the above modules can often be seen in e-commerce apps or other types of apps. In addition, their rules are not complicated. Basically, there is only one rule that runs through the entire function.

There are many benefits to simplicity, such as saving time, being more organized, and being easier to use, but on the other hand, simple products have poor time-taking ability, lack of interest, and nothing worth exploring. Planting trees, raising pigs and getting rid of stars successfully supplements the shortcomings of other discount systems and provides possibilities for users who have plenty of time and want more discounts.

1. Sunk costs build product stickiness

Everything has two sides. In most scenarios, product managers need to make their products simple and easy to use so that users can get started instantly in order to achieve the highest user conversion rate. Hawking once mentioned in the field of popular science: "Every additional mathematical formula will halve the number of readers." In the Internet field, there is also a rule that the slower the web page opens, the more likely users are to leave.

But a complex system does not only have disadvantages, it also has an incomparable advantage of improving user stickiness. People are often reluctant to give up something they have paid a great price for. Whether it is a maxed-out account or product logic that took a long time to master, it can make users feel very conflicted when leaving.

Planting trees, raising pigs and eliminating stars make use of this to a certain extent. They are relatively complex and have an independent level system. Users may give up opening them because they find it troublesome at the beginning, but once they use them for a period of time, they will become loyal users of this function. The desire for display provided by high levels and the benefits brought by understanding the rules will make users unable to stop.

Next, the author will introduce these three functions one by one.

1. Three creative games

2. Duoduo Orchard

The picture above shows the interface of Duoduo Orchard. At first glance, it seems that it has left Pinduoduo and opened an independent cultivation game. The game has comprehensive functions and basically reproduces a vegetable growing and stealing game. So what is the significance of integrating a very simple, outdated game into Pinduoduo? This starts from the following points:

First of all, Pinduoduo has always wanted to create a new social e-commerce, and the stealing vegetables app that was once popular all over the country is naturally its best choice. The relationship between users in the Stealing Vegetables game is not as close as that on WeChat, but closer than randomly matched comrades in King of Glory, which is just right for partners shopping together. You can go shopping and attend activities together. When you are not buying anything, you can also visit each other's orchards and help water the plants.

Secondly, Pinduoduo has a great advantage in agricultural products and fruits. After the release of Duoduo Orchard, users can actually get real apples by planting fruit trees, which adds a lot of fun to the game. This feeling is similar to planting trees in Ant Forest, but more real. After all, compared to the trees that cannot be touched, the fruits that are in your mouth are more real.

The third is the krypton gold system. It is impossible to play a game without krypton gold. Inferior games pay for attributes, medium games pay for equipment, and high-end games pay for skins. Good games can often achieve a win-win situation for users and companies, while satisfying the needs of both krypton gold users and hard-working users. But Duoduo Orchard is different. Its way of making money is to place an order.

I have to say that this approach is extremely clever. Any game user has a strong desire to spend money, and spending money in a seemingly cost-free way such as placing orders can greatly reduce the user's sense of guilt and encourage them to buy, buy, buy. Why do you say there is no cost? After all, some people say that the money has not been spent, it just accompanies you in a different way! Buying goods does not directly recharge game coins, so how can it be considered as krypton gold?

The fourth is harvest. After a lot of effort, I finally upgraded the level of Duoduo Orchard to a very high level, but what’s the use of it? In fact, for a game, sometimes demonstrating value is enough to satisfy users. For example, in the past, stealing vegetables, what’s the use even if you are ranked first? But Duoduo Orchard did not want to stop there. It went even further and turned this fruit tree into a money tree that can produce fruits, coupons, and lottery opportunities. Encouraged by this mechanism, users will be more willing to invest their energy in Duoduo Orchard.

A farm was added in the latest update, and the entrance is in the orchard. The logic of the farm is very similar to that of the orchard, and it still has functions such as growing vegetables and getting physical vegetables. The significance of launching the farm may be to supplement the playability of the orchard.

Summarize:

Users who are new to the orchard will place orders and spend money for the sake of level and show-off desire, while high-level users can gain tangible benefits from the orchard on the one hand, but on the other hand they have already paid a very high cost and naturally cannot do without the orchard. The existence of the orchard not only promotes social interaction, but also increases the order rate and user stickiness. This design that kills three birds with one stone is a classic.

1. Golden Pig Makes Big Money

The previous article introduced the logic of Duoduo Orchard. As another game-like discount module of Pinduoduo, the logic of Golden Pig making big money is in line with Duoduo Orchard. In Golden Pig Earn Big Money, the tree in the center is replaced with a piggy bank to help users get piggy coins. The design of the gold coin task and redemption center is similar to Duoduo Orchard, both of which encourage users to browse products and place orders to obtain gold coins, and consume gold coins through physical goods, etc.

The biggest difference between Golden Pig Makes Big Money and Duoduo Orchard is that the characteristic of the piggy bank is that it will no longer generate gold coins after depositing a certain number of gold coins, while if Duoduo Orchard runs out of water drops, you can only wait for a long time or a day before there will be water drops. To put it simply, if users don't want to miss the water drops on Duoduo Orchard, they may only need to check it once every five hours, but if users want to make money on Jinzhu and not miss the gold coins, they may have to check it once every five minutes. A one-minute check-in function has been created.

If the purpose of the sign-in function is to increase daily activity, then Golden Pig Earns Big Money may be able to increase the percentage of activity (number of active users per minute). When combined with Duoduo Orchard, it can allow users to open the software and play for a whole day.

Summarize:

The general logic is exactly the same as Duoduo Orchard, but it has higher requirements for users to be online at all times. It accurately targets users who spend more time online, greatly increasing the usage time of the software.

1. Love Elimination

This is another Pinduoduo version of a national game. The gameplay of the elimination game is very simple and suitable for all ages. It has low system configuration requirements, so it has also been included in the Pinduoduo family bucket.

Compared with the previous two, Duoduo Love Elimination is more like a game. If you ignore the rewards for passing levels and how to obtain props, you can just play it as a love elimination game, and there is no difference in the experience. The first picture above is the level page, the second is the rules introduction, the third is the game page, and the fourth is the lottery page. Apart from the lottery page which reveals that this game is built into the shopping software, the other pages are no different from the real game.

The logic of Duoduoai Elimination is to completely exchange money for time. As long as users are willing to play, they can pay. Props can be obtained by placing orders or inviting new users.

Summarize:

It still has the familiar layout, similar krypton gold mode and reward method to the previous two. For many users, games suitable for all ages such as Ai Xiaozhu are like a time-killing machine. They think they can just play two rounds and an afternoon will pass, which greatly increases the user's usage time.

Summarize

Although the three games are of different types and modes, there is no difference in their internal logic. To put it simply, monetary rewards are used to encourage users to spend more time and invite friends, which increases the number of new users and orders while also increasing usage time and user separation costs, ultimately serving the purpose of creating social e-commerce and time-occupying giant products.

Related reading:

1. Activity operation: an inventory of mainstream gameplay such as group buying, bargaining, and distribution!

2. Three key points of event operation: How to increase users’ willingness to participate in activities?

3. Event operation: How to do a live broadcast sharing that can attract 10,000+ users?

4. What you need to know about event operation | The basic process of operating online events

5. Event Operation: If these 4 points are met, there is no event that cannot be done well

6. Event operation: How to run a good event? Share 4 points!

7. Event operation: 6 common types of event link title copywriting!

8. Event operation, complete analysis of the gameplay of flash sales

Author: Ma Lu

Source: Ma Lu