What is the “growth secret” behind the Double 12 knowledge payment boom?

This article mainly analyzes the "year-end sprint" of three knowledge payment platforms, looks at the logic and rules of these activities from the perspective of growth, and sees what we can learn and draw lessons from.

Himalaya's third 123 Carnival closed with 435 million yuan by the early morning of the 4th, pushing content consumption to a new height. We have just experienced the price war among major e-commerce companies on Double 11, and before we have finished taking stock of the tactics of each company, we are now faced with the knowledge payment boom on Double 12.

Why can other people’s activities be so grand and profitable? But the activities we organize ourselves are deserted, cold and deserted, so sad and miserable?

Today, we will analyze the "year-end sprint" of the three knowledge payment platforms, look at the logic and rules of these activities from the perspective of growth, and see what we can learn and draw lessons from.

The three cases are:

• Himalaya 123 Carnival
• Qidian College 4th Anniversary Thanksgiving Promotion
• Chaos University Free Class

Himalaya 123 Carnival

Topic: 50% off for annual membership card, free of charge if you successfully check in

Event time: 2018.12.1-12.4

Activity Rules:

• 99 yuan special annual card (original price 240 yuan)
• Check-in for 21 days on December 31 (check-in and share, 15-day membership is given to friends for free, friends receive it, and check-in is successful on the same day)
• 99 points will be returned and can be withdrawn

Share Link:

Title : xxx (your friend) will give you 15 days of Himalaya VIP membership, hurry up!

Subtitle: Listen to a large number of good books and courses such as "Fighting in the Sky", "Guo Lun", and "Speak Well"

Activity data: According to the "Content Consumption Industry Research Report" released by 36Kr Research Institute, Himalaya's third 123 Carnival ended with 435 million yuan by the early morning of the 4th.

Activity fission logic

Judging from the activity process, Himalaya has very clear goals: conversion , new user acquisition , and activation.

Step 1: Conversion

The special annual card at 99 yuan (original price 240 yuan) is 40% off the original price, and the urgency of the 4-day time limit further promotes conversion.

Step 2: Attract new customers + Be active

Himalaya 123 Carnival is a fission based on reciprocity.

"Invite friends to do xx, I get xx, and my friends get xx."

According to this formula, all purchasing users are provided with a reason to share - "give friends 15 days of free VIP."

Inviting 21 friends to become members within a month (mobile phone number required), and limiting the number of people to one per day, can also stimulate user activity to the greatest extent and cultivate the habit of "opening the APP every day".

Of course, when the activity just started, I also had doubts about this rule. With such strong limitations, would it have a counterproductive effect? This reduces users’ willingness to attract new users. However, 3-5 days after the event started, I realized that I was worrying too much.

I have a friend who participated in this activity. At the beginning, he looked very calm. Anyway, the amount of money to buy a membership was not large, so he only planned to invite a few good friends around him. When he clocked in on the third day, his emotions began to change.

Because he found that he had already paid a clear cost (consumed 3 friend favor points), but if he did not check in/invite for 21 days according to the rules, he would get nothing.

If you fail to do so, you will lose the benefits you are entitled to.

This "sense of loss" will motivate him to complete the 21-day check-in game . For Himalaya, if users complete the task, it means they have brought in new users at a cost of less than 5 yuan; if users do not complete the task, it means they have completed a transaction of 99 yuan; no matter how you calculate it, this is a growth game that can only make money.

Problems with the event: On the first day of the event, from 11 a.m. to around 3 p.m., "502 Bad Gateway" and "503 Service Unavailable" appeared, and the event page could not be used normally.

Qidian College 4th Anniversary Thanksgiving Promotion

• Theme: To grow, learn without restraint
• Event time: 2018.12.5-12.14
• Activity rules: The activity is divided into 5 major sections, including lucky draw to win gifts, system course special session, member special session, special skill class special session, and corporate services.
• Lucky draw part: (promote activity + share old customers to bring in new customers)

Event timeline (sort out preferential policies, catalog + tips):

Lucky draw timeline (lucky draw, promote conversion):

System course special session (coupon, promote conversion):

Members only (paid members, helping old members to bring in new members):

Special skills session (small class sales, 2-person group purchase to attract new customers):

Corporate training services (group classes, low threshold trials):

Share Link:

• Title: Free lucky draw to win gifts, Qidian College 4th Anniversary Thanksgiving Promotion
• Subtitle: Free draws for Qidian Academy membership, product dolls, mugs, T-shirts, pillows, and vouchers! ! !

Activity fission logic

In this event held by Qidian Academy, each section corresponds to a goal: activation, attracting new users, and conversion.

Have you noticed that the goal order of Qidian Academy and that of Himalaya are completely opposite?

This has a lot to do with their product forms and different average order values.

The VIP membership card promoted by Himalaya is a single product with a low average order value; the courses promoted by Qidian Academy have a rich product line: high-average-price VIP membership cards, high-average-price systematic courses, and low-average-price special assaults.

In order to arrange a whole set of activities with complex gameplay, Qidian Academy has created two timelines: the gameplay opening timeline and the lottery timeline.

• The timeline for opening the gameplay is the 5th, 10th, and 12th, which means that the activity duration is 10 days, 5 days, and 3 days;
• The lottery timeline is open on the 10th, 12th, and 14th, which means that the event is expected to start around the 9th or 10th.

The time is very tight, and the order of project placement is also worth thinking about. Here is an open question for you: If you were to arrange the order of activities, how would you arrange them? Why?

*You can communicate with me in the comment section below the article.

Chaos University Free Class

Topic: Marketing Growth Experience Package

Event time: 2018.12.4-12.12

Activity Rules:

• Click "Free Class" in the menu bar of the service account to invite friends to receive the "Marketing Growth Experience Package";
• After successfully receiving the trial class, the viewing period is 7 days;
• Share it with your 3rd, 6th, and 9th friends, and you will get 100, 150, and 200 research points respectively (research points can be exchanged for courses)
• Share it with 3 others and you will get a course voucher which can be exchanged for any workshop course (valid for 5 days).

Invitation page:

Banner copy in the APP:

• Title: Research value recovery
• Subtitle: Give your friends [3 marketing growth lessons] and earn 450 research value
• Button: Reach out and pick up the research value

WeChat public account new user attraction poster:

Invitation copy: Exclusive marketing growth materials from 5 big names are here, including: course notes + mind maps + video clips + PPT.

How to obtain:

Save the poster and send it to [ WeChat group or Moments ];

Have 2 friends scan the code for you to unlock the data kit + additional benefits.

Additional benefits:

1. 7-day viewing privilege for Chaos Marketing Growth Course Package (those who have received it can directly download the app to watch);
2. Service account daily course preview & review.

【Unlock Marketing Growth Data Kit】

Share the poster below and have two friends scan the code for you to unlock it.

Activity fission logic

This event of Chaos University has two goals: attracting new users and keeping them active.

Chaos University sells individual courses and annual course packages.

• Individual course sales: Online course students can purchase courses individually or give them as gifts to friends. Different courses have different prices, and most courses are priced at 128 yuan per class.
• Tuition fees: The tuition fees for the Business School and the Study Group are RMB 1,198/year (active period) and RMB 1,998/year (non-active period). The tuition fees for the Innovation Institute are not fixed.
• "Research Value": As a symbol that can be exchanged and used to obtain certain specific courses, activities, and advanced privileges, it is also an indirect social currency.

Since the membership system is quite large, I will not elaborate on it here. Those who are interested can check it out.

Simply put, Chaos University had made a perfect "sale" in November. December is the period when courses for the next year have not yet started and users cannot immediately experience the advantages of the product.

As the saying goes, no matter how good a product is, it is afraid of being forgotten.

Taking advantage of Double 12, Chaos started this wave of reciprocal fission with its high-quality courses.

I wonder if you have ever tried this kind of WeChat poster fission? How does it feel?

Do you feel that this year's WeChat poster fission is more difficult to attract new users compared to the same period last year?

Then why? Can chaos fill our screens again?

I have summarized the following points:

1. Chaos University’s own product line has a clear positioning, with free traffic-generating courses, paid monetization courses, and some value-added redemption courses. When it is doing promotion and publicity, it can make appropriate growth games based on the characteristics of the product.
2. Now many companies are doing activities with clear goals, "Don't attract new customers, don't be active, don't spread the word, just monetize!"

Now let's look at what Chaos University does. Each of its activities cannot be analyzed separately, but must be combined with the previous and next months, or even the whole year or several consecutive years.

Each event has only 1-2 key goals, and each small goal serves the overall goal of the whole year. This big goal is not just about monetization, but about limited growth while ensuring quality.

at last

Based on the above three case studies, there are several issues that we should pay attention to or avoid when we do online activities ourselves:

1. Don’t bet all your goals on one campaign. Instead, start from the part and move towards the whole, and make growth the product itself.
2. Regardless of which paid knowledge course, we all adhere to the promotion policy of "try before you buy". We also need to label existing products as "traffic diversion" and "monetization" and treat them differently;
3. On the day of the event launch, it is very easy to have abnormal user access and data errors, which will affect the early user experience . You should think of a plan in advance;

The above cases are all based on a huge user base. Please do not copy them blindly.

Source: sheep