How to achieve fission growth? 6 tips!

The current environment tests entrepreneurial teams on whether they can make good use of existing fission methods or even find new fission forces. At the same time, we must also rely on the concept of community operation to continuously establish social relationships between users and products to maintain continuous and stable retention in order to realize growth.

The low cost and rapid customer acquisition brought by fission can be said to be the most attractive ability of mini programs and the WeChat ecosystem behind them to entrepreneurs . As entrepreneurs continue to experiment and WeChat continues to adjust, more and more things are gradually becoming clear, and it is time to do the first level of sorting.

For example, if you want to achieve a big fission, you just need to understand and make good use of these "six" words, which are: fight, help, cut, send, compare, and exchange. Jianshi calls it the "Six-Word Formula for Fission" .

What is the meaning behind these words? Why do they bring about the Big Fission? We can look at it in detail.

The first word is “拼”, the “拼” in pindan and the “拼” in Pinduoduo. Users can call their friends and work together to buy a product at a lower price.

We have heard a lot about Pinduoduo. In fact, many entrepreneurial teams have achieved good results by using this word. Ru Jianshi talked with Lian Coffee's CMO some time ago, and he said that the process of Lian Coffee's development has a lot to do with making good use of the word "拼".

Maoyan, which went public not long ago, their growth team spent a long time sorting out all of Pinduoduo's fission strategies and made a very complete table. They found that Pinduoduo has designed fission capabilities in every link. They made a lot of reference and their user growth was also very fast. Over the past period of time, the word "fight" has exploded with tremendous power in the industry.

The second word is "help". Help if you need help, help if you need help. If users need help during the product experience, they can ask their friends for help at any time.

This word was used a lot in the early stages of the game . For example, when Zynga, the world's largest social gaming company, was negotiating with Tencent when it entered China, I happened to be leading the team in docking, testing, and operations , and was involved in a large number of cases. Everything Zynga does revolves around one point, which is to encourage users to establish relationships with their friends. For example, when a player cannot proceed with a game or wants to speed up, he can ask his friends for help so that he can pass the level quickly.

Behind the word "help" is reciprocity , and it can also enhance the friendship between both parties. This point is also widely used in many mini program products.

The third word is “cut”. Bargain if you can. If you think about it carefully, this word is somewhat similar to "帮". A common scenario is that everyone helps me bargain for a price.

Pinduoduo is also a good company in using this word. The action of bargaining is inherently driven by strong interests and is more likely to spread among friends. There was a joke circulating some time ago, saying that a couple broke up, and the boy threatened to make her successful and regret it when he came to see her next time. However, less than three days later, the boy sent a message to the girl saying, "Honey, are you there? Help me cut down the cost of Pinduoduo."

The fourth word is “send”. Give gifts. Users send friends some continuation or benefits.

I just mentioned Lian Coffee. Recently, two cups of coffee have been very popular. The other one is Luckin Coffee . They have used the word "free" to the extreme. After the user comes in, he or she will get a cup of coffee as long as he or she invites a friend in. If he or she gives a cup of coffee to the newcomer, the user will also get a free cup himself or herself - buy one, get one free, give one, get one free . To help them develop quickly, Tencent recently took the initiative to reach a strategic cooperation with them.

Another famous product behind this word is WeChat Reading . The reading market is very difficult to enter, but WeChat Reading has been able to quickly gain popularity among high-end people thanks to the word “send”. A user can give a book to a friend, and the other person gets a free copy, and the user can also get a free copy, and it is still buy one get one free or give one get one get one free.

The fifth word is “比”, which means comparison and competition.

Most of Tencent's products have ranking functions, or guide users to compete with each other . For example, the "shooting plane" that was once popular on WeChat, the WeChat reading just mentioned, and WeChat Sports all have comparison and PK functions. The same is true for the "jump jump" that caused a climax in the mini program.

The sixth word is “change”. Exchange what you want to exchange, interchange what you want to exchange.

The second-hand market has risen very rapidly this year. Jianshi has previously reported on many companies engaged in second-hand exchange, and the demand for "exchange" is very strong. Xianwushuo, the mini-program team with the highest valuation now, actually uses the power of "exchange". Business card mini-programs also use the power of "exchange". People exchanging business cards and information can quickly move their relationships forward. Therefore, there were more than a thousand teams competing in the business card track, and one of them received an investment of up to 168 million yuan, which was a promotion.

The industry has previously sorted out the first five words. A few days ago, Jianfeng Group sent an article and sorted out a few words. Most of them were the same, but the only differences were three “change”, “accumulate” and “earn”. The last two words also launched small programs such as exchanging steps for gifts, which are also very popular. However, “Jianshi” does not think that “积” and “赚” are included in the word fission.

When we look back at the entire development of the Internet , we will find that all of today's mature giants can be described in one word. For example, Baidu’s “zhao” means “find”, because it is searching; Alibaba ’s “qiang” means “grab”, which means buying. On Double 11, many products need to be snapped up before they can be purchased. Tencent is all about “compare”, where friends compare and compete with each other.

When the world entered the mobile and social era from the PC era, the other two characters failed to enter, except for "比". This is not only because of Tencent, but also because the above-mentioned "拼", "帮", "砍", "送", "换", plus "比", are all based on relationships. Their characteristics are:

1. They are all based on the relationship between friends;

2. They are all verbs, used to enhance the interaction and intimacy between friends;

This is why "accumulation" and "earning" are not included, because they can be accomplished independently, do not require relationships, and therefore have no fission potential.

What other words could play a huge role?

If we follow the characteristics just mentioned, we will find that there are more. First, before the rise of Weibo, the stealing vegetable game that was popular in Happy Farm and QQ Farm was similar to "stealing" between friends, fighting for parking spaces, and trading between friends, all of which enhanced interaction through joking between friends. Therefore, beyond these words, there is still huge potential to be tapped in terms of how to advance relational interactions. Therefore, around the enhancement of relationships, we can discover more words to refine. The refinement and application of each new word may bring about a huge fission storm and create a new unicorn.

But how can we refine them and find the most valuable new words?

In the best-selling book "The Small Group Effect", we will see the six driving forces that promote large-scale diffusion and fission, which are also the six driving forces of social interaction: interest-driven, event-driven, interest-driven, honor-driven, relationship-driven, and region-driven.

The six-word formula for fission mentioned just now actually only uses three drivers. They are: interest-driven, honor-driven, and relationship-driven. These drivers combine to create these six words with fission capabilities. There are still three major drivers that remain silent and have not been refined.

We can assert that:

If we can find the new "words" behind each new driving force or their combination, a new big explosion will occur. Create new unicorns.

However, can you sleep peacefully by using the "Six-Word Strategies of Fission" well? The answer is no . One problem most teams run into is sharing fatigue. Simply put, users don’t like to share anymore. For entrepreneurs in the WeChat ecosystem who rely on sharing to achieve fission and growth, this almost means that growth will disappear, and may even decline rapidly.

what to do? This brings us to the topic we are going to talk about next. Most of the entrepreneurial teams that have met with "Jianshi" recently are concerned about retention and monetization. That is the “new three-stage rocket”.

First of all, “three-stage rocket” is not a new term. For example, 360 once used free anti-virus software and browsers to attract a large number of users, consolidated them with a large number of services, and finally guided them to monetize through high-income products such as e-commerce and games. This is the three-stage rocket.

But the background of the three-stage rocket in the past was actually built on the funnel operation model, achieving conversion layer by layer, and everyone was doing optimization work, while in social media it is a diffusion model, and only a few users can bring about huge fission effects, which are fundamentally different. In today's new three-stage rocket, fission, retention, and monetization are actually integrated, and they constitute the most stable social basic model.

In this model, getting fission right only completes one stage of the new three-stage rocket, namely virality. It is also necessary to use tools to actually solve the problem of rigid demand and use long connections to promote continuous repurchase activity.

It’s just that the basis for discussing these issues is different. In a social environment, most demands are adequately supplied. If a user wants something, a simple search will yield hundreds or even thousands of identical mini-programs or accounts providing it. Therefore, in an environment where users have everything they need, what will be their pain points and urgent needs? It is still very challenging.

However, let us skip those professional and difficult analyses - if you are interested, "Jianshi" can expand on this in depth in a subsequent article or in a speech. In fact, today's article has been expanded on in depth several times in several speeches recently. For example, at yesterday's 36Kr conference, Jianshi gave a 50-minute intensive sharing on this topic. Now let’s just think:

Gameplay that can help users strengthen relationships is actually a strong necessity.

This is actually consistent with the background of the establishment of the six-word formula of fission. When we understand these, we will get some inspiration when watching the game. We visited the " Zhengtu " team before, and the data from their background was very shocking. Almost every department mentioned one thing: in 2015 and 2016, when online games were at their lowest point, they introduced family-based, group-based, couple-based and other intimate relationship gameplays. As a result, most of the loyal players bought their own plane tickets and traveled to various cities to call back their original players. Revenue quickly rebounded from hundreds of millions during the downturn to more than one billion. This was the monetization and growth brought about by intimate relationships. These game manufacturers are very determined. They are not just making online games , but also making intimate relationships.

Back to the new three-stage rocket model mentioned earlier, it was various viral gameplays that first penetrated the Internet, but as this part of the demand was met and became commonplace, the goals and tasks established under close relationships will penetrate the next bonus era. Either establish a better relationship or make good use of the existing relationship and make him feel that he has a stake in you through your products and services.

Therefore, the current environment tests entrepreneurial teams on whether they can make good use of existing fission methods or even find new fission forces. At the same time, we must also rely on the concept of community operation to continuously establish social relationships between users and products to maintain continuous and stable retention in order to realize growth.

Source: Jianshi (ID: jianshishijie)