Taobao Double Eleven event, how to blow up your screen?

The Taobao Double Eleven event is getting closer and closer. Recently, the Moments and various group chats have been flooded with the message [I am competing for popularity and winning energy. Come and like me and copy this description...] Some people have even been privately messaged to help like the message. In this article, let’s take a look at how Taobao’s Double Eleven event is sweeping your screen.

1. How to play as a partner on Double 11

The most basic way to play the Double Eleven event in 2018 is to obtain energy points, which can be exchanged for shopping cash. 100 energy points = 1 yuan in cash.

1. Sign in to get energy

Sign in at designated venues and merchant stores to get up to 10 energy each time, and you can also participate in this event on other Alibaba apps or stores.

1. Team PK popularity value

Form a team with your friends, with a maximum of five people in each team. Invite your friends to open the link and like it. Every day, two teams will compete against each other, and the team with more likes will win. Entering the competition venue every day requires a certain amount of energy, and the energy will be divided among the members of the winning team. (Team members participating in the event must have a naughty score of ≥401 points, and supporters must have a naughty score of ≥500 points)

1. Challenge miracle

The system releases 4 tasks every day, and players are required to invite friends to complete the tasks. For example, the mobile phone miracle challenge requires players to invite friends who have purchased mobile phones on Double 11 to help, and then they can share the corresponding energy value.

Overall, this year's Taobao Double 11 event is generally similar to previous years' events. Basically, virtual currency is obtained through activities or games , and then the virtual currency is exchanged for shopping cash.

But this Taobao Double 11 event also has a strong purpose:

Use Taobao and Tmall to drive the exposure of other Alibaba products: In addition to being completed on the Taobao and Tmall apps, the Double Ten series of activities can also be completed on other Alibaba product platforms. With the huge traffic of Taobao and Tmall, Double 11 activities are used to drive exposure of other products.

Team up to PK energy to promote product activity: In this series of activities, the main gameplay is to team up with friends to complete tasks and invite other friends to help. On the one hand, team play can increase the fun of the game; on the other hand, every invitation to a friend stimulates the user to open the APP, which may generate a desire to shop.

Moreover, this event has certain requirements for participation and the naughty points of helping friends, so it is speculated that one of the purposes of this event may be to promote the activity of products (including other Alibaba products).

This Double 11 event took over various group chats and Moments, and kicked off the Double 11 event. From Alipay ’s Koi to Double Eleven partners, it also illustrates Alibaba’s research on consumers in its marketing activities .

2. Understand consumer psychology

1. Seven deadly sins of greed

When the Double Eleven event was first held, it took advantage of consumers' greed . All kinds of discounts, red envelopes and vouchers offered by merchants stimulated consumers' desire to shop. People could not help but cannot control themselves in the face of interests and small bargains.

During last year’s Chinese New Year, Alipay launched an activity to collect the five blessings, and after collecting the five blessings, 500 million in cash would be equally divided. With the slogan of sharing 500 million yuan in cash during the event, almost everyone was "scanning the word 'Fu'". Although in the end each person only got a few to more than ten yuan, people still enjoyed it.

The slogan of this Double Eleven event is "Gather energy to share 1 billion red envelopes." Although everyone may know that the final amount of money distributed is only around tens of yuan, under the promotion of the slogan "Gather energy to share 1 billion red envelopes," they will still participate unconsciously.

1. The concept of “partner”

The concept of "Double Eleven Partners" proposed in this Double Eleven event calls on people to invite their friends to play this game together, which increases the fun of the entire event and promotes the activity of the product.

Many people participate in the event because of the herd mentality . People around them are forwarding this link and talking about topics related to Double Eleven. It seems that if they don’t participate, there will be no common topics, so they also silently join the ranks of forwarding.

On the other hand, people participate in this activity in the form of teams, and teams compete with each other in energy values, which adds some small thresholds and challenges to the entire activity.

In the circle of friends, I saw more than one person saying "For the sake of energy, we have to fight and win." Such small challenges actually stimulate players' desire for victory and further encourage everyone to forward links, creating an atmosphere for the event.

Therefore, we should fully grasp the psychology of consumers, take advantage of their desire to get a bargain, follow the crowd, and show off their victory, promote their desire to participate and forward, and realize activities that can be continuously refreshed.

3. Double 11 Partners and Alipay Koi

The biggest similarity between the Double Eleven partner and Alipay Koi events is that they both plan the entire event with a core vocabulary concept: Double Eleven takes partner as the core concept, and Alipay takes Koi as the core concept of the event.

But they are different: Alipay creates the luck of one person, while the Double Eleven partners hope that everyone will benefit.

Alipay Koi selected the Koi, which is the Chinese people’s favorite symbol of good luck and fortune, and turned the entire lottery event into a lucky thing, looking for the unique lucky winner and focusing on one person. So as many netizens said, "Take a chance, maybe you won’t have to work in your next life." The mentality of giving it a try, coupled with the extremely low cost of the process (you can participate in the activity by simply clicking on the forward button), led to millions of forwards within a few hours thanks to Alipay's huge user base.

Double Eleven partners hope for teamwork, and hope that more users can participate in the event and gain some benefits. What we pursue is the fun of challenging together with friends around us, and users encourage users around them to participate in activities together. This can be seen as a form of social fission of Alibaba.

4. Disadvantages

Although the Double 11 event every year has attracted widespread attention, and this year's "Double 11 Partners" is no exception, there are still a few points worth discussing and thinking about during the entire event:

1. The learning cost for users is too high

The rules of this "Double Eleven Partner" event are relatively complicated. Many netizens have reported that they need to read online guides to understand the rules of this event. As the marketing planner of this event, you may need to think about how to streamline the gameplay so that users can understand the rules directly.

1. Harassment of users’ friends in Moments

This is also a problem that bothers another part of people in this event, because the entire PK likes collection activity lasts for a long time, and everyone forwards it to Moments, group chats, and even private chats, which causes certain harassment to some people, but they have to accept the bombardment of information every day.

Final Thoughts

This Double Eleven partner event was an event promotion carried out by Alibaba that fully utilized the social fission communication method.

By utilizing active users to form teams to participate in games, we can drive some inactive users to increase the activity of products (including other Alibaba products), further promote the Double Eleven event, and cultivate user habits.

However, there are also some issues that deserve discussion and rethinking. Such social fission activities do disrupt the lives of some users. For those who are not loyal users of Double Eleven or are not interested in it, being bombarded with information every day is indeed a bad user experience .

Note: The above views only represent my personal opinions. If there are any errors, please feel free to correct them and discuss and supplement them.

Source: xunkhun