Inventory | 5 major user fission growth models!

What do you think of when you mention fission growth?

Pinduoduo, which is deeply loved by Chinese aunts?

Looking for Jingyefu’s Alipay every Spring Festival?

Or the fission posters that can be seen everywhere in the circle of friends...

I recently took over a new project for a mini program. When planning the plan, I analyzed more than 10 common and efficient user growth cases in the past two years.

For to C products, users are not recruited one by one by sales promoters, but are instead generated by the product’s own user fission gene.

Today I will briefly share with you the “ Five Models of User Fission Growth”.

1. Attract new customers & recall

When a user attracts a new user or a new user converts, the user will receive a corresponding reward; if an old user is recalled, the user will also receive a reward.

In order to reduce the difficulty of attracting new users (or recalling old users) , it can generally be set up so that both parties can receive rewards after the invitation is successful. .

For some higher-cost rewards , you can set it to display the estimated reward after sharing the invitation link, but the reward can only be collected after the conversion is successful.

Classic cases: Meituan Waimai invites new users and the mobile game Honor of Kings recalls friends.

▲ Meituan Takeaway’s new customer acquisition mechanism

▲ King of Glory awakens old players

2. Fission Red Packet

After a user participates in (or completes) a task, he or she can receive a red envelope by sharing it with others. Similarly, other people can also receive red envelopes on this activity page . This simple operation can achieve the effect of increasing one by one.

Of course, red envelopes can also be coupons (or some kind of user rights). For example, after purchasing a set of online courses and sharing it in a group, you can get a course trial coupon.

Classic example: After placing an order for takeout on Ele.me, you can share it in the group, and everyone (including the sharer) can receive a red envelope. Takeout is a product with a relatively high repurchase rate, so after users receive the red envelope, they can be induced to make a second purchase.

At the same time , a maximum individual share is set to motivate users to participate actively.

▲ Sharing red envelopes after placing an order on Ele.me

▲ Ele.me’s fission red envelope

3. Group buying

Set a single purchase price and a group purchase price (the group purchase price is lower than the single purchase price) for each product. When a user wants to buy a product, he or she can enjoy the group purchase price if XX people buy it together. This will encourage users to actively share, invite others to participate, and ultimately enjoy the group purchase price to purchase the product.

Group buying generally takes two forms: inviting friends to buy together and system matching to buy together.

System group buying: If a user has no friends to group buy with for a long time after sharing the information, you can simulate a transaction on the platform to group buy with this user and finally complete the transaction. However, it is recommended that the user can actively share the information and complete the activity process.

Classic case: Pinduoduo

▲ Pinduoduo’s group buying process

4. Support activities

When a user participates in an activity, in order to obtain corresponding rewards, he needs to invite more friends to "help" him. When friends help him, they also participate in the activity. If friends are interested in the activity rewards, they will continue to share and forward, achieving a diffusion effect.

The author’s actual experience: It is best to set several phased goals for the support activities, for example, 5 people can get coupons, 10 people can get physical prizes…

Classic case: posters that help promote bargaining activities and the social networking site Moments.

▲ The fission poster of the circle of friends

5. Card collection activities

Allow users to enter the event by randomly obtaining a card in some form. At the same time, users can receive corresponding benefits after finally collecting a full set of cards through giving, requesting, exchanging, and completing tasks (achieving a fission effect in the process).

This activity process is relatively complex and is suitable for products with a large user base and high user stickiness.

The author has previously used "E-Qiyixiu" to plan a "Zongzi Card Collection" activity for the Dragon Boat Festival with the support of friends, which also incorporated the two fission modes of support and card collection.

Classic case: Alipay’s Five Blessings Card

▲ Alipay collect five blessing cards

The essence of fission growth is to build a closed-loop growth process, set up sufficient benefits, use old users to attract new users , and continue to expand.

At the same time, the fission model is not single, and it is better to nest them with each other while considering the user experience.

In addition, the effect of fission growth involves two other factors:

✔. Target user attribute analysis.

✔.Retention of new users.

Source: Operation Expert