How to increase user growth? Take Pinduoduo and Xiaohongshu as examples

Yesterday, I had the opportunity to listen to more than a dozen bosses discussing membership models. Entrepreneurs who shared membership model cases wrote and drew a lot on the blackboard, which can mostly be summarized into one key point: how to increase growth and user growth at the current stage.

Yes, what I want to share with you today is the topic of user growth. The editor has compiled 5 cases for everyone, all of which are from the perspective of user experience. The sharers personally experienced how to play the product and recorded it. Including: Pinduoduo's "One Cent Lucky Draw", "Comparison between Xiaohongshu's social e-commerce Xiaohongdian mini program and "Daily One Tao", "Ten Points Reading National Reading Incentive Plan", "Daily Pinpin", and "WeChat Reading".

As follows, enjoy:

1. Pinduoduo’s “One Cent Lucky Draw” Mini Program can be used as a reference for attracting new users

1. User Flow

1) Click to enter the mini program initiated by others/click to enter the "One Point Lucky Draw" on Pinduoduo

2) Select the corresponding product

3) Click "One Point Grab" in the product list to directly enter the product configuration selection and payment interface/click the product icon to enter the details page

4) Payment amount 0.01

5) Payment is successful, reminder to share the order

6) Share the group order successfully and wait for the prize draw

2. Game rules and highlights

1. Rules of participation:

① 100% winning: Pay 0.01 yuan to start a group, and you will be eligible for the lucky draw if you form a group. The second prize will be fully refunded and a 88 yuan voucher will be given to stimulate consumption. If the group order is not successful, a refund will be made;

②User trust: The copy indicates insurance guarantee and free shipping for the entire product.

2. Highlights (all details)

1) Product display page:

After clicking "One Point Lucky Draw" to enter the product display window, click "Grab Now" in the corresponding window to directly enter the payment page. Click the banner to enter the details page with the text prompt "0.01 one-click competition". Users who directly click "Grab Now" may not know that they need to invite others to join the group until after they have paid.

2) User evaluation display improves user trust:

There is a real-time scrolling display of winning users below the banner at the top of the product showcase page. After entering a product detail page, there is a "Lucky Star Order" module below, which is the evaluation of winning users to prove the authenticity of the event;

Settings and copywriting for guiding sharing after paid order:

1) A floating window prompts users to share, and a real-time scrolling message "xx shared x times, won xx" is displayed in the floating window to stimulate users to complete the action;

2) After sharing once, a floating window will pop up to guide sharing, with the message "The first sharing is successful, share it with different friends to speed up the group formation";

3) Continue to use the floating window to guide sharing.

Real-time feedback: After the first friend joins the group, there will be a mini program template message reminder

After the group purchase is successful, the page will remind you to follow the official account and check the lottery results. At the same time, the floating copy will guide you to "initiate a group purchase again to increase your chances of winning" to continue to encourage sharing;

Ubiquitous user engagement scrolling message reminders.

Shared by: Jianfeng team, authorized

02. Xiaohongshu social e-commerce Xiaohongdian applet - compared with "Daily Tao":

1. From the perspective of product selection, consider the target audience and product positioning

"Little Red Shop" is a snack shop with 1 category and 8 products. It includes instant noodles, clam sauce, etc. It can be seen that the target population is mainly students and white-collar workers. The nature of the products is similar to that of the general Taobao stores of online anchors, with low unit prices and a wide audience.

The only forms of promotion are coupons + flash sales, and the mall is kept up to date by updating and removing products from the shelves every day.

"Daily One Tao" is a social e-commerce platform that was launched in 2018. It already has 6 types (excluding special categories), and the initial estimate of the number of products is several hundred.

This means that Yitao is positioned as the ultimate form of social e-commerce, an online department store with distribution. Each product segment also follows the boutique SKU route. There is only one kind of apple and one kind of pear to buy, but let me tell you, this is definitely the best.

2. From the perspective of attracting new customers, see the fission benefits

There are two ways to attract new users to "Daily One Tao":

1) The first method is through an invitation code. Each user has a unique invitation code. When a new user registers, they must fill in the invitation code before they can enter the registration. Therefore, it can be confirmed that the scenario for attracting new users is definitely the fission of acquaintances . (Except for wool party)

2) The second way is to help old customers attract new customers by purchasing exclusive products through certain new customer discounts. After the new customers place an order, the old customers will get rebates and also receive a certain commission.

The essence of social e-commerce is "returning commissions to old customers for bringing in new ones" . Since I have never asked any friends to register, one thing is not very clear here: will the fans attracted by "Daily One Tao" also give the inviter a certain percentage of commission for subsequent purchases?

Why do you say this? Because the definition of "Xiaohongdian" for users is that the fans you invite will give you a certain percentage of commission no matter when they make a purchase.

Compared with "Daily One Tao", "Xiaohongdian" has a lower threshold for attracting new users . New users scan the code to enter the mini program, obtain the form_id, and become your fans.

That’s why, to become a member of “Daily One Tao”, you need 10 fans, but to become a member of “Little Red Store”, you need 50.

3. Compare customer acquisition costs based on membership thresholds:

"Xiaohongdian" has 50 members, and obtaining the authorization of form_id counts as 1 fan, that is, 1 new user.

According to the mini-program authorization price on the market, one authorization should be around 2 yuan, and the value of a membership is 100 yuan in free promotion fees.

"Daily Tao" only requires 10 members, but the threshold is registration. Compared with the authorization on WeChat that can be completed by clicking OK, registration requires filling in a mobile phone number, and the user conversion rate will be much lower. Here, 10 yuan is considered a high price for one registration (the general market price is > 10 yuan). If 10 fans become members, the value of one member is also 100 yuan in free promotion fees.

However, from the perspective of the subsequent user life cycle, the users of "Xiaohongdian" only purchase one type of product with eight styles, which is also limited, and they are all products of the nature of Internet celebrities. It is certain that many users place small orders and have a very low repurchase rate.

The positioning of "Xiaohongdian" is definitely based on sales volume. After all, Xiaohongshu has always been a community for creating popular products.

On "Daily Taobao", the GMV created by a single user should be higher, with a wider variety of products and a higher probability of repurchase.

4. In terms of customer acquisition methods, the carrier of "Xiaohongdian" is the mini program, while "Daily One Tao" is both the mini program and the App, and commissions can only be paid on the App.

In general, "Xiaohongdian" is more like a "distribution mall" for the anchor's Taobao store. If you want to make "Xiaohongdian" popular, you need more promotion expenses and channels, and continuously inject traffic and improve conversion, which will be done next.

Let’s wait and see, maybe the next version will be the same as “Daily One Tao”?

Shared by: Chao Xiong, authorized

03. Ten Points Reading- National Reading Incentive Program

1. Billion Cash Pool

——Guide APP download

——Invitation rules/ Withdrawal rules/ Download guide

2. How to play:

Large amount of packaging——66.6 yuan

Two stages, the first stage is simple big red envelope stimulation, the second stage is big red envelope, high difficulty stimulation

24-hour withdrawal limit + real name

3. Highlights:

1. Theme packaging

Ten Points Reading - National Reading Incentive Program - 100 million cash pool

2. Title A/B Test

1) Help me! Scholarship

2) I will receive 66.6 yuan in cash soon, you can come and get it too!

3. The bottom bar, the style of guiding download can be referenced

Guide users to download APP or withdraw cash, etc., the desire to click is relatively strong. If there are multiple buttons on the page, the bottom bar style can be considered

4. Withdrawal process (anti-fraud)

Guide people to follow the official account - 1 bonus for downloading the APP and guiding people to follow the official account

Withdrawal requires 24 hours + real-name authentication - to prevent fraud

5. Rule setting

The reward for inviting 2 people is 10 yuan + the reward for inviting 12 people is 66.6 yuan. The rewards are less later, and the gap between 2 and 12 is large. Many people want to tiptoe to invite more people after inviting 2 people. It is estimated that most of them can only invite about 6 people, which greatly reduces the overall customer acquisition cost. The customer acquisition cost of APP may be around 2 to 4 yuan. If the wool party spreads, with the 24-hour reward setting, it is estimated that it will be even lower.

Other thoughts:

1. After sharing, you can guide users to follow the official account to view real-time feedback (you can also guide users to follow the official account before withdrawing cash).

2. Click "I want to get it too" to directly guide the download of the APP and help your friends succeed.

3. After clicking on "help", you need to download the APP before you can help. Generally, if you are not an acquaintance, they will not download the app unless you force them to help. You can ask new users to help and give them a red envelope, but they need to download the app before they can receive it, thus increasing the help/download conversion rate.

4. Normal users cannot be attracted, and most of the people are just trying to get the freebies from each other. You can get 3 yuan by attracting one friend. There are a large number of new users, and many people can do this task. Therefore, they will still be fleeced to a large extent, and the target user group may still be relatively small; however, with the addition of withdrawal after 24 hours + real-name authentication, the anti-void measures are already sufficient, and very few people remember to withdraw their money after 1 day.

Finally, the people around them who get freebies also have a direct impact on normal users. In fact, it’s hard to say what the final effect will be. Maybe it’s good, at least it can be spread on a large scale. I saw that the server crashed for a while, so let’s see how their retention will be tested in the later stage.

Shared by: Jianfeng team, authorized

04. Daily puzzle

Following Daily Fresh, Daily Pinpin was born. When social e-commerce was in full swing, it advocated one-hour delivery + rebate for registration, and 7 yuan rebate for placing an order. How is Daily Pinpin? I tried it out:

1. Process experience:

1) Enter the invitation code through the circle of friends and community, download and register the APP (Note: It is currently in the internal testing stage and can only enter the discount code)

2) Log in with WeChat and adjust your personal information after logging in. (For example: Daily Pinpin is owned by MissFresh. I used MissFresh to place an order when I was in Shanghai in 2016. After logging in with WeChat, I was able to locate my previous address in Shanghai directly.)

3) When you enter the APP, you can clearly feel that there are two backends: one is for users to purchase by themselves, and the other is for users to distribute.

For users:

1. In the Express Delivery module, in the group purchase mode, you cannot add items to the shopping cart, you can directly purchase items in the group purchase mode.

2. Search directly and add to the shopping cart to purchase

Distribution to users:

1. The three columns of "Low Price to Attract Fans", "High Commission Zone" and "Must Promote Good Products" are all designed to encourage users to distribute and impress users with low prices.

2. Secondly, for each product, whether it is a group purchase, a discount or not, the amount of commission rebate will be clearly stated after the price to encourage user conversion.

3. One-click posting. This is important to emphasize as it solves the pain point of users who want to distribute but are struggling with poor copywriting skills. Not only are the texts divided into single products and multiple products according to their types, but they are also divided into channels. When sent to WeChat friends, WeChat groups, or Moments, the texts are automatically pasted directly to the clipboard.

4. Performance section. This section is obviously used for customer management, order management, and promotion data. You can customize the number of promoters, order volume, average order value, etc. The tricky thing is that you must bind your ID card to withdraw cash. On the one hand, this is for authentication, and on the other hand, I don’t know if it is to prevent freeloaders.

2. Incentive Strategy

1. Invite new customers to place orders and get a 7 yuan refund.

2. If you bind 500 fans and the order volume reaches the top 50, you will get a 200 cash rebate (to support users with traffic, but I personally think this incentive is a bit cheap).

3. New users will receive a 60 yuan opening bonus (it should be a cash coupon).

3. Personal Assessment

Advantages:

1. Backed by Daily Fresh resources and user big data

2. 1 hour delivery, reaching 17 core cities

3. The distribution model, especially the copywriting, makes users worry-free

4. The subsidy refund is currently quite nice

unknown:

1. Is the quality up to standard? Can I comment on it?

2. How many invitation codes have been issued for the internal test and how many big Vs have participated

3. How long can subsidies last, and how sensitive are users to prices?

4. Reusable:

1. Internal beta test invitation code

2. Automatically post the distribution copy

Shared by: Qiqi, authorized

05

WeChat Reading

This wave of support activities is full of routines

Activity Overview:

If you see WeChat Reading’s Lantern Festival support event in your circle of friends, click on the link of your WeChat friend to increase his chance of winning the lottery, and you will also get an extra chance.

Activity process:

1. Enter the lucky draw page through sharing with friends

2. The page prompts that you can enter the Super Welfare Field and win a lifetime membership after 9 draws.

3. If you don’t have enough chances, share it in your circle of friends or WeChat group to get another chance. 4. After 9 draws, you can enter the super welfare field (you only have one chance to win a lifetime membership)

4. If you fail to win a lifetime membership, you will return to the first level lottery page

Activities that can be used as reference:

1.2 Layer Assistance

2. The sharing page prompts for each level of activity are different, and make users feel very close to unlimited cards

3. The activity page and sound effects are very magical

4. Books and free unlimited card days, book coins will be credited to your account instantly

Activity bug: The server is under too much pressure and is being fixed

Shared by: Qiqi, authorized

Appendix: WeChat Reading AARRR Growth Model

Source: Jianshi Team