How do Tmall and Pinduoduo promote their activities during the 618 shopping festival?

The largest 618 battle in history officially started at midnight on June 1st.

Judging from the data released so far by the companies participating in this year's competition, this year's battlefield is also "turbulent":

JD.com’s data showed that the order volume exploded at midnight on June 1, with more than 17 million items sold in the first hour, an increase of 83% year-on-year.

Hou Enlong, president of Suning.com, announced Suning's first-hour performance report: "Sales of over 10 major brands exceeded RMB 100 million in an instant."

Tmall also had its strongest start in history, with transaction volume exceeding last year's 10 hours in just one hour;

The youngest Pinduoduo saw a surge in demand on its launch day on June 1, with sales in the first hour increasing more than 10 times compared to the same period last year. Among them, the daily sales of Apple electronic products reached 250 million yuan, the sales of maternal and child products and food products increased by more than 400% year-on-year, and the daily order volume of agricultural products including fresh fruits exceeded 5 million.

Behind these data, each company’s annual gameplay is also attracting much attention. When analyzing this year's gameplay, I found a very interesting phenomenon, that is, every company used some gamification and fission gameplay, such as synthesizing cats, inviting friends, opening red envelopes in groups, etc.

Although fission has been played more in the WeChat ecosystem in the past few years, for enterprises, achieving goals through fission based on their own products or platforms is still a good way to grow.

Next, I will break down the gameplay of the four major platforms, Taobao, JD.com, Pinduoduo, and Suning this year as follows, and share some observations and thoughts with you for communication.

Taobao

1. Taobao's synthetic cats share 300 million red envelopes

1. Flowchart

2. How to play

When entering for the first time, the system will give "Meow Coins" and guide users to synthesize kittens according to their levels. Synthesis will consume Meow Coins. The system will prompt users to earn Meow Coins and guide them to browse stores or products. The mandatory guidance lasts for about 10 seconds. This time is used to attract traffic to the store, and the value of this traffic is maintained by the gameplay. At the same time, kittens can participate in cash sharing, and the higher the level, the more they will share.

The addictive point is that users can continuously synthesize and upgrade kittens, and the kittens will earn meow coins for their owners. If it is not enough, they can earn meow coins through other paths, and then continue to synthesize and upgrade to share more cash.

3. Reference value

1) The gameplay is simple, just drag and combine, and the external method of obtaining Meow Coins is also simple. It only takes a few seconds to browse the content, which will not affect the user experience (Google or mini-programs such as online alliance ads are generally about 15-30 seconds, and users will be anxious to wait while playing games);

2) Addictive. Players are invited or actively guided to play the game. The game rewards players with virtual currency, Meow Coins. The longer players play, the more they want to save coins and continue to buy cats to get more coins. Since the invitation reward has not been tested, the circumstances under which the invitation is triggered are uncertain.

2. Prepared event calendar

1. Example image

2. How to play

Notify users of the 618 event in advance and give them corresponding calendar reminders. Then send shopping red envelopes a few days before 618 to guide users to continue shopping.

3. Reference value

Since I didn't see many interesting points in the gameplay, this is just a preliminary experience. The main thing is to prepare for the early product warm-up and promote different products or stores on different dates.

3. Invite friends to join the group to draw red envelopes

1. Flowchart

2. How to play

Share the purchase page of a single product with friends, invite friends to open Taobao, and draw a cash red envelope (it is not certain whether it is shopping funds or cash, but it is speculated to be shopping funds). After entering, users can also initiate their own group purchases and invite other users to open them.

3. Reference value

It can be regarded as a means of retention. By inviting users to open the app, the frequency of users opening Taobao can be increased, thereby increasing the display of more products, guiding users to shop, or continue to participate in other activities and become disseminators of the activities.

4. Shopping allowance

1. Example image

No example image is found here. I checked again at 01:56 on June 4, 2019. It may have been removed from the shelves.

2. How to play

Users can use Taobao points to draw shopping allowances, which facilitate users to combine orders across stores to enjoy discounts and exemptions. When there are allowances, it gives users more reasons to buy multiple items, after all, the discounts will be greater.

3. Reference value

1) The way to consume points is to add a way to consume the points accumulated by users in the early stage;

2) The overall probability of exchanging points for allowances is controllable. Simply put, the total amount of discounts drawn by all users is less than or equal to the corresponding value of the user's points (this value can be user activity, order volume, average order value, etc.).

JD.com

1. All people share 500 million

1. Flowchart

2. How to play

1) Make an appointment in advance and insert a reminder into the calendar (and the calendar directly points to a schemeURL link, which can be clicked to open the corresponding page of JD.com);

2) After the activity starts, users can invite other users to give them likes, and if they meet the requirements, they can be given rewards such as phone bills;

3) The cash red envelope will be transferred to JD’s small treasury, and users need to withdraw cash to their bank cards through the small treasury.

3. Reference value

1) Calendar insertion items. Generally, users have granted permissions by default and will not remember it after insertion. If they are reminded, they can jump to the App activity page by clicking it, and there will be no difference in user experience.

2) The gameplay requires an invitation, which is similar to Taobao, except that the number of users required is slightly higher. However, the gameplay is also simple, and you only need to invite people to like the app (this will require users who have not installed or have uninstalled the app to reinstall it);

3) The red envelopes will go to Xiaojinku, where users will be required to install the Xiaojinku App, which is a disguised way of acquiring customers. And if users want to withdraw cash, they should first open a Xiaojinku account (similar to a financial management account), and then bind a card. After the above series of steps, users have given what they should give, but the budget spent is far less than the income.

2. My Good Goods Notes

1. Flowchart

2. How to play

User A can share the products he has purchased, called "good product notes", with other users B, C, D, etc. (for example, share on WeChat);

User B clicks on the link shared by user A, and user A will receive a random heat value reward. The heat value can be used to upgrade the active account. Each upgrade will receive a random red envelope, and the user can participate in the lottery on June 6.

3. Reference value

1) Invitation mechanism: JD.com directly shares links, which is also related to the partnership and will reduce some churn rates. When users open the link, they will be detected and prompted to open the App;

2) After inviting more users, you can get heat points, which are used to upgrade the activity account. Compared with Taobao's cat-raising, the gameplay here is a bit monotonous and cannot attract users to participate in the activity in an addictive way.

3) The sharing here is based on WeChat acquaintance relationships. If JD.com can obtain relevant user identifiers, it may be able to make user associations and recommend similar products to friends of friends.

Pinduoduo

1. 618 group buying 10 billion subsidies

1. Flowchart

2. How to play

1) Users enter the event through the homepage activity area, and are prompted to receive a 20-yuan cash coupon if the group order amount reaches 200 yuan (it is not certain whether it is a single coupon or multiple coupons. If it is multiple coupons, a 100-50 phone bill coupon will also make users feel that they are getting something for free);

2) Users can complete a task every day, that is, they only need to place orders of 200 or more every day. This activity is also based on the other activities mentioned above. Even if you don’t participate, you can directly see that the benefits are relatively large (everyone is getting discounts, and not only discounts, but also red envelopes);

3) In order to avoid the emergence of a large number of free-for-alls, Pinduoduo stipulates that virtual goods and 3C products are not eligible for cash back.

3. Reference value

1) Buy and get free gameplay, so that users can never use up all the coupons in their accounts. Users will be given a coupon every time they buy or spend something, which makes users feel that they can always get the benefits, thus increasing purchase frequency, activity, and retention;

2) Anti-cheating measures. Before designing an activity, anti-cheating rules need to be considered in advance, both from a technical and operational planning perspective. For example, technical identification of devices and IP addresses, operational proposals on which products are not eligible for cashback, and the final right of interpretation of the activity.

2. Team up to share 3 billion red envelopes

1. Flowchart

2. How to play

Users charge the red envelope machine by forming groups. A team can be capped at 5 people. Inviting one person will give you 3,000 energy. After the red envelope machine is charged, you can wait for time to receive red envelopes (it claims to share 3 billion, and it claimed to subsidize 10 billion before. Pinduoduo is also the platform with the largest total amount of red envelopes among the above platforms). If the invitation is full, you can also receive energy by completing tasks, such as signing in, group buying, browsing products, etc.

3. Reference value

1) Group play, a common routine in e-commerce, where one user can pull a group of users to participate in the activity and share the red envelopes, which can promote activity, increase retention, and guide users to use core functions;

2) Tasks can also help increase the platform’s transaction volume and passively recommend products to users;

3) Check-in form (the number of check-ins will increase significantly during the event);

4) Delayed red envelope collection. You need to wait about 1 hour after charging before you can collect it. This can increase the frequency of user usage and increase the uncertainty of red envelopes.

Suning

1. Team up to collect expansion gold and share 500 million red envelopes

1. Flowchart

2. How to play

1) Users can get inflation gold by inviting friends. There is no limit on the number of invitations, but a maximum of 1,000 inflation gold can be obtained for every 2 users invited (inflation gold can be exchanged for coupons, 100 inflation gold equals 1 yuan);

2) You can receive expansion gold by completing tasks, such as visiting venues, browsing products, shops, etc.;

3) You can also use other Suning apps to get the inflation bonus under the universal account (universal account);

4) You can win expansion gold by playing rock-paper-scissors, and you can place bets in the middle.

3. Reference value

1) Another way to play in a group, with no limit on the number of teams;

2) If there are multiple products that can guide users to download other products, similar to using inflation money to develop users into point wall users, on the one hand, it can guide users to use other products, and on the other hand, the App Store positive optimization done for the App can enable more other users to download and use multiple apps on the platform;

3) Playing rock-paper-scissors to bet on inflation gold, which is a bit like gambling (the gambling money is inflation gold, and it is not considered gambling if it is not withdrawn). Users can get corresponding rewards by playing rock-paper-scissors, which can speed up the circulation of inflation gold among users;

Summarize

From the time JD.com launched the first 618 in 2010 to now, it has come to its ninth year, and the participating platforms have gradually spread from the initial JD.com and Taobao to the entire industry. For today's Internet companies, how to achieve growth has become the biggest challenge, and e-commerce platforms are no exception.

Judging from the gameplay of this year's 618, whether it is using various gamification methods to grab users' attention, or increasing new users through various fissions, the hope is to retain more old users and attract new users. Han Rui, vice president of JD Group and head of the platform business center of JD Retail Group, made it clear: "Acquiring new users is JD’s first goal for this year’s 618."

As the 618 shopping day approaches, it is foreseeable that the competition among major platforms will become more intense. We will continue to pay attention to it in the future. If you have better discoveries and ideas, you are welcome to communicate with us in the comment area. I hope you can learn more gameplay and experience from it!

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Author: Daochang@ASO Black Technology

Source: Three Lessons