Pinduoduo Operation: How to attract new customers through cash?

This article is an analysis of Pinduoduo 's cash-based new customer acquisition campaign. It looks at how Pinduoduo uses cash to attract new customers, and through this analysis, it also examines what we should pay attention to when imitating the mainstream gameplay in the industry.

Imitating the mainstream gameplay in the industry is a common means of operation . Low trial and error costs, good results, and references for execution are all characteristics of imitation. In summary, imitation can achieve better results with less money.

But if you don't play it well, it's easy to fail. For example: I have done fission activities before, imitating the routines of NetEase Cloud Courses and New World View. Since we were too busy with technical matters and had no time to develop the activity system ourselves, we used third-party tools. As a result, the user participation process is very complicated, requiring sharing, and finally obtaining an invitation code, copying the invitation code, etc. As soon as the activity was launched, users were immediately confused and didn’t know how to operate it, and the assistant’s WeChat account went crazy.

This is not the main reason. What is more important is that the users I face are middle-aged and elderly people aged 40-50. Their Internet usage level is extremely low. Many people can't even use the basic WeChat functions, which brings great trouble to fission.

When I looked back and analyzed the fission methods of NetEase Cloud Courses and New World, I found that the groups they targeted had two characteristics:

• They are all people in the operation circle. This group of people is young and, due to their profession, are very familiar with the WeChat process. There are no obstacles for them to share in Moments and follow public accounts, which can speed up the efficiency of fission.
• There are many big Vs in the operation circle who gather people together, either in public accounts or in WeChat groups. As long as you can get through to the big Vs, starting traffic is not a problem.

These two points are the basic conditions for the activity to be carried out, but the group I am targeting does not have these two points. The failure of this event made me realize that before imitating other people’s operating methods, I must carefully analyze what they do well and whether it is suitable for my own users?

I happened to see Pinduoduo's activity of giving out cash to attract new customers, so I analyzed the entire activity process.

The basic logic of cash withdrawal to attract new customers

Through the page, users can receive a 10 yuan cash red envelope, but the 10 yuan cannot be obtained immediately. Instead, they can split it into parts by themselves, such as 5 yuan, 6 yuan, etc. What if the amount is less than 10 pieces?

Just share it with your friends to help you split it. Your friends must download Pinduoduo to split it successfully. The amount is random each time. After a certain number of invitations are made, after 10 yuan has been split, you can directly click to withdraw the money to your WeChat account.

Participation Process

What are the key links in the process that Pinduoduo does relatively smoothly?

1. App downloading is supported by WeChat, and you can download it directly in WeChat. There is no App Store page that is easy to click the wrong button, and you can save the tedious process of opening it in the browser. (You can’t learn without a good father)
2. Automatically follow the public account. (Same as above)
3. After downloading the App, a login pop-up will appear automatically. There is only one way to log in: WeChat authorization. Users are not given a second option, thus reducing operating costs.
4. The activity page will pop up automatically after logging in.

The event participation process is very long, but after going through the entire process, even people who are not very skilled can operate it successfully, which is very important.

Two details stimulate users to share

1. Anchoring Effect

When the user clicks on the link for the first time, the red envelope he opens is very large, containing 3-4 yuan. Then, after sharing it for the first and second time, the red envelopes that are automatically opened contain another 3-4 yuan in total. After sharing twice, you can click another button on the page to get cash, which will earn you another 1-2 yuan. After completing this process, you can earn about 8 yuan.

At this point, it is very close to 10 yuan, and the user's psychology is fixed on a relatively high price point. Each time it is opened, it will earn more than 1 yuan, and as long as they work harder, they can get 10 yuan. Users thought they could receive red envelopes by sharing with one or two people, so they were very motivated to share. However, the amount of money they received each time was very small. At least I only received 0.01 yuan at one time.

At this point, the user has already put in a lot of effort. Since they have already shared it, they are unwilling to give up. If they share it with one or two more people, they may be able to receive a red envelope. At this step, if you share it with one or two people, you must ensure that the user receives a red envelope, otherwise it will affect the brand reputation. After successfully withdrawing the money, another round of 10 yuan red envelope opening activity popped up immediately while I was feeling surprised.

In the end, I received 10 yuan in cash after inviting 5 people, and there were 6 people in total including me. The cost of acquiring customers for the App is only 1.67 yuan per person, which is very cost-effective.

2. Copywriting guidance and reminders

The first two times you share successfully, you can get the red envelope. There are three prompts for subsequent sharing:

1. Invite 8 or more friends to help you dismantle the box and stand a chance to win a mysterious reward.
2. Share to 3 different group chats, the withdrawal success rate is as high as 98%.
3. Share and invite friends to participate in the event for the first time, and both you and your friends can withdraw money faster.

They all teach users how to improve their success rate and offer mysterious rewards to attract users. Real-time reminders: automatically follow the official account after receiving the cash, and receive a reminder on WeChat every time someone helps to open the cash.

The copy reminds users at each step how much money is left to withdraw, giving users constant psychological hints. The countdown urges users to share quickly, otherwise it will become invalid.

The copywriting of each link in the whole process is very well arranged. For example, when you help your friend to open the cash, there is a prompt that you will earn 10 yuan in cash after helping to open the cash, and it is also specifically stated that the money will be transferred to the account via WeChat. People who don’t understand the routine can easily think that they can receive a 10 yuan reward by downloading the App, and it is worth spending some time.

The advantage of this method of attracting new users is that the cost is very low. Once the technology is developed and placed in the App, everyone can participate at any time. There is a cost to participate, and there is no cost if you don’t participate. This method is more suitable for products targeting mass consumers such as e-commerce and food.

Author: Albumin

Source: Zhihu