Revealing the fission tactics of Alibaba, JD.com and other Double Eleven activities!

At this moment, are you browsing your phone while thinking about what to buy? Once you’ve made up your mind, switch to Taobao , Tmall , or JD.com ?

Yes, the annual Double Eleven is here, and it’s time for you to go shopping.

As a person who doesn’t shop online much (unless a book I like is on sale), I’m basically indifferent to Double Eleven. However, as an operator , I can’t help but pay attention to the Double Eleven routines.

Especially after I started studying fission, I became very curious about the methods used by various companies to attract new customers during the Double Eleven period.

In fact, since the birth of Double Eleven, there have been two aspects of exploration in terms of gameplay, one is discounts, and the other is attracting new customers. The purpose of discounts is obviously to promote consumption and obtain more transaction volume, while attracting new customers is to obtain more users and achieve scale growth.

This article will not discuss too much about discounts, but will only analyze the fission methods of the mainstream Double Eleven players. There are actually only two mainstream players: Alibaba and JD.com.

Alibaba's social networking

Let’s first look at Alibaba’s Double Eleven gameplay :

Alibaba is the pioneer of Double Eleven. Every day when the Double Eleven gameplay is exposed, it will attract attention from all parties, because if you want to "spend money", of course you have to understand it clearly first.

The gameplay in 2018 is said to be much simpler than before, but the discounts are still traditional, and the red envelope rain has become numb. The only two highlights are 88v ip and Double Eleven partners.

88vip is actually a packaged product of memberships of various apps under Alibaba. The purpose is to connect them with each other and promote overall growth. The details are not discussed in this article.

The author would like to focus on this Double Eleven partner.

The Partner Program is Alibaba's new gameplay. It requires users to sign in at offline stores or online Alibaba apps (except Alipay ) and complete a series of tasks. Every time they sign in or complete a task, they can gain "energy". Collecting 100 "energies" can be exchanged for a denomination of 1 yuan, thereby participating in the sharing of 1 billion red envelopes.

It can be seen that the 1 billion red envelopes are the driving force for gathering "energy", and users will sign in and complete tasks on each app for this motivation. Alibaba obviously wants to direct as much traffic as possible to every product through this partner plan.

Of course, users cannot share the largest possible red envelopes simply by signing in and completing tasks such as entering a store or binding an account. Alibaba has already thought about this for you.

In addition to allowing users to gather energy in various products, the Partner Program also launched a team-building PK popularity game. The author briefly summarizes the rules:

Users can invite 4 friends to form a team;

4 tasks are released every day. Invite friends to help during the task time. The team that completes the task can gain team energy.

Users can also invite up to 3 people to form a team to participate in PK. After the team is successfully formed, the initial team energy will be given according to the number of people;

The system randomly matches teams of the same energy level for PK every day. The PK requires a venue fee as an entry fee.

Team members can like their team and ask their friends to like their team every day;

You can like 6 teams a day. Ordinary users can like +1, and super members can like +2.

After the pk is over, the party with higher popularity will get the entire bonus pool, and if the popularity is the same, the energy will be divided equally.

In this gameplay, users can invite others to form teams, help, and like posts mainly through invitation links. The invitees can click the link to log in to Taobao and help or like posts.

In fact, we can see the basic operating logic of the Alibaba Partner Program: 1 billion red envelopes are the basis of interests to attract participation, and teaming up to compete for popularity is to use the desire to win and the mentality of luck to be active, and the two together encourage users to use social relationships to spread the word.

We know that Alibaba has always had a heart for social networking, and the partner program clearly reveals its efforts and ambitions in this regard.

Of course, Alibaba’s social spirit is not only reflected in the Double Eleven partners, but is even more evident in Alipay’s “Double Eleven Code”.

The basic logic of the Double Eleven event launched by Alipay is the same as that of the partner plan. Both involve obtaining virtual items that can be exchanged for red envelopes through sign-in and completing tasks. The only difference is that the red envelopes issued by Alipay are larger, with 1.111 billion red envelopes. Some people jokingly say that the two sides are "fighting."

The virtual item that can be exchanged for red envelopes in Alipay is the "Double 11 Code". In addition to accumulating codes by signing in and making purchases, you can also obtain them by sharing, inviting friends, and completing forest park tasks.

The method of inviting friends is very simple. First, a poster with a QR code will pop up. There are four sharing entrances below (Alipay, Weibo, QQ and WeChat ). You can share by clicking on them (QQ and WeChat will save the album first and then prompt to share, and will jump directly).

The Forest Manor tasks are to water the Ant Forest and answer questions in Ant Manor. The watering task has a strong social attribute, because watering friends not only does not disturb them, but is also beneficial to them, which greatly promotes user activity.

Therefore, from the perspective of attracting new customers, Alibaba’s Double Eleven event this time is based on the basic operating logic of interest + social interaction, which is worth learning.

Jingdong grabs bargains

JD.com, another big player in Double Eleven, is also an e-commerce giant, but it has actually been enjoying the assistance provided by Tencent, such as taking advantage of WeChat traffic. Especially in this Double Eleven, it has surpassed Tencent to an unknown extent.

JD’s Double Eleven is not as complicated as Alibaba’s in terms of specific gameplay. There is no team formation to gather energy, nor is there watering to accumulate codes. Instead, it launched two activities, “No. 1 Jingtie” and “JD Welfare Officer”.

First of all, there is the “No. 1 Beijing Sticker”. Just by hearing the name, you know that it is a benefit for users, but is this benefit easy to get? Not at all. You need to invite a certain number of friends to help you. The number of friends who help you varies depending on the coupon:

4 people, 10 yuan; 8 people, 20 yuan; 12 people, 30 yuan; PLUS members have the right to reduce the number of people helping.

These are the rules that I just checked before writing this article. Other articles analyzing JD.com’s Double Eleven gameplay mentioned that the maximum number of people who helped was 33. It seems that JD.com had adjusted the rules when I checked.

In order to get a discount of 10-30 yuan, you need to invite more than ten friends. It has to be said how eager JD.com is for traffic this time. Of course, the "No. 1 Jingtie" is not the main weapon for getting discounts.

The most important thing is the “JD Welfare Officer”.

"JD Welfare Officer" invites friends to obtain Jingdou, which is a virtual item that can be used to deduct a certain amount of money when users pay for shopping.

Obviously, this is using Jingdou as a fission bait, and there are many ways to attract new users with the bait, including four:

Buy in a group and share Beans: Users can initiate a group and invite a certain number of friends to form a group, and share 300 Jingdou together. The number of people in the group is based on the day;

Invite new members and you will get good news: if a user shares the invitation poster and his friend newly registers, verifies his real name and places an order, he can open the treasure chest and get 800-1500 Jingdou;

Help to save money: Users can click on the product to start bargaining, and invite friends to help bargain in the mini program . If the price is reduced to 0 yuan, they can get a full-value coupon;

Recommended bag: Users can add or delete products in the store. After sharing, friends who follow, browse, and purchase the products will receive lucky bags and Jingdou.

The above four ways of attracting new customers are all very popular means of fission this year. Each method can be found in typical representatives. For example, group buying and bargaining remind people of Pinduoduo, invitations remind people of Qutoutiao , and recommendations remind people of Lian Coffee’s “Pocket Coffee House”.

It can be seen that JD.com’s focus for this Double Eleven was on attracting new customers, and it borrowed the most popular gameplay, which is very suitable for the WeChat ecosystem . It is no surprise to say that it is taking advantage of WeChat.

However, WeChat has always been strict in investigating such methods. Although JD.com is the focus of Tencent's support, there should be certain controls on its spread on WeChat. Based on the results of JD.com's Double Eleven event that I have seen, this speculation has basically been confirmed.

Therefore, we can pay close attention to whether JD.com can achieve great results in this Double Eleven.

Summarize

By analyzing the operation methods of Alibaba and JD.com in attracting new customers during the Double Eleven, we can simply summarize the following two points:

1. In terms of gameplay, both Alibaba and JD.com have simplified it compared to the past. In terms of benefits, the former provides red envelopes, while the latter provides Jingdou.

2. In terms of specific operational methods, Alibaba attaches importance to social attributes and adopts the form of team PK, while JD.com draws on the more popular fission gameplay in the WeChat ecosystem and pays more attention to traffic acquisition.

In fact, Double Eleven is the most noteworthy event for operators every year. There are many ways of playing that can be directly copied or modified after reference and then used.

However, while the gameplay is important, the operational logic and purpose behind it are more worthy of the attention of every operator, because when we only know the surface of something but not its inner core, we will never be able to break through ourselves and achieve real progress.

So, do you understand the operational logic of Double Eleven?

Source: Dugushang