Taobao discriminates against the "poor" on Double Eleven, and it's the user portrait that's causing trouble!

Double Eleven is coming soon, and many friends have said that they are ready. But as far as I know, there is a group of people who not only don’t have to spend money on Double Eleven, but can also make money!

These people are Taobao users whose naughty value exceeds 1,000.

Ps: Users with a naughty value of 1000 or above automatically become 88 super members, while users with a naughty value below 1000 are 88 members.

During last year’s Double Eleven, Taobao gave 88 super members exclusive “extra-large red envelopes”, which had no threshold for use. Smart friends can use it to buy investment gold bars. They can buy gold worth 11,532 yuan for 9,943.9 yuan. As a non-depreciating capital, they can make more than 1,000 yuan by selling it directly.

The picture comes from the Internet

Seeing this makes people want to quickly increase their naughtiness value to 1000.

Why are these super red packets of 1,588 yuan only given to super members with a naughty value of more than 1,000, and not to you?

Do you feel a strong sense of discrimination?

Last year we talked about Taobao’s pricing discrimination on Double Eleven: “On Double Eleven, we were discriminated against by Taobao and JD !” ”, today I will talk to you about Taobao’s more advanced user discrimination method - Taoqi value.

In fact, the naughty value is one of Taobao’s user portrait labels, which can really help Taobao increase sales!

When it comes to user portraits, do you all feel familiar with them? But as far as I know, many people have many minefields in their understanding of user portraits. I wonder if you have stepped on them?

01 What is User Portrait

There are many misunderstandings about "user portraits". Here are the three most common ones:

1) Consider typical users as user portraits

The first is to regard typical users as user portraits, which is more than a little off the mark.

In the WeChat Life White Paper every year, WeChat officials will publish a typical user’s day: waking up at 7 a.m. on weekdays to check Moments , reading articles on the way out at 7:45…

Many users felt that they were inspired after seeing this: This is exactly like me!

However, many people also complained: I am also a heavy user of WeChat, but why does this typical day not match me at all?

Source: 2015 WeChat Life White Paper

Why are there such contradictory feedbacks? Is it that the WeChat operator made a mistake?

It turns out that these people confused the concepts of "typical users" and "user portraits."

Because the above descriptions of the characteristics of typical users are just abstract user characteristics and combined together. In fact, typical users are fictional and do not really exist.

User portraits represent users in the form of labels, and every real user has a corresponding user portrait.

2) Simply understand user portraits as consisting of user tags

The second type, which is also a misconception that more than 50% of people may have, is to simply understand user portraits as consisting of user labels.

User tags are used to summarize user characteristics, such as name, gender, occupation, income, cat ownership, preference for American TV series, etc.

What do you think of these labels? On the surface, there seems to be no problem, but in fact, the labels that make up the user portrait must be combined with the business/product.

To give an exaggerated example, Haidilao wanted to create a user portrait, and finally listed user labels such as Xiao Ming is a college student, tall, rich and handsome, an only child, from Sichuan, who likes to play games and watch anime, etc.

In fact, for Haidilao, it really doesn’t matter whether the user is handsome or likes to play games. Seeing such an example, you might laugh. How could Haidilao be so stupid?

However, in actual practice, there are quite a few people who make similar mistakes, but they are not so exaggerated.

3) Failure to establish truly effective user portrait labels

Some friends may think after reading this, since I have not made the above two mistakes, do I understand the true user portrait?

However, this is not the case. Only if you can establish truly effective user portrait labels can you correctly understand and improve operational results. This involves the biggest difficulty in building user portraits.

For example, if the group of operating companies wants to sell courses, then the core demand of establishing user portraits is to increase the number of course purchases.

If we can understand users' willingness to purchase courses through user portraits and then adopt corresponding operational strategies, efficiency will be greatly improved.

The willingness to purchase courses is the label that we most need to put in the user portrait.

For example, after we established user portraits, we calculated that user A’s willingness to purchase the course is 40%, while user B’s willingness to purchase the course is 90%. In order to further increase the purchase volume, we will issue coupons to users (A) with a purchase intention of 40%.

If we don’t establish such a user portrait tag, we will issue the same coupon to A and B. Class B users do not need to be incentivized with coupons, and issuing them will increase costs a lot.

This is how e-commerce companies use user portrait tags to achieve big data price discrimination.

02 Alibaba ’s core user portrait label: naughty value

In order to achieve big data price discrimination, e-commerce companies have gone to great lengths to establish user portrait labels.

For example, if merchants want to determine what types of activities users like, they need to monitor data such as users' promotion sensitivity, sensitivity to full-discount promotions, sensitivity to full-gift promotions, sensitivity to discount promotions, sensitivity to exchange promotions, and sensitivity to group purchase promotions.

There is really nothing they can't do, as long as they can think of it. In fact, when it comes to user portraits, Alibaba is the most cunning.

On June 10, 2017, Alibaba announced that “Taoqi Points” will serve as a unified measurement standard for Alibaba membership levels, and will provide personalized services for members with different “Taoqi Points”.

In other words, Alibaba cleverly uses the naughty value as the most important user portrait label for users, and each user has only one value. With this value, Alibaba can directly segment users and achieve refined operations.

From what I have observed, Alibaba's services to users with different naughty values ​​are much worse.

First, we face a basic threshold of 400 points.

Users with a Taobao value greater than or equal to 400 can apply for Alipay Card, Marriott Rewards Membership Card, CITIC Pudong Development Bank Credit Card, etc. for free. These cards have many attractive benefits.

It can be seen that the score threshold is not high. As long as you occasionally buy something on Taobao Tmall and do not violate any rules, it is very easy to accumulate 400 points.

For example, I encountered the 600-point threshold during last year’s Double Eleven shopping festival.

Every year on Double Eleven, Taobao has all kinds of new and interesting ways to play, and last year’s team formation was even crazier. Eligible users can freely form or join a team. The higher the team's naughtiness value, the more red envelopes they will share. If there are 3 super members in the team, the red envelopes can be doubled.

However, on the one hand, this team activity requires users to have a naughty value of 600 or above to participate, and on the other hand, it does not mean that you can sit back and relax after joining the team with 600 points.

If your naughty points are not enough for the team to unlock new red envelope amounts, then in order to reduce the number of people sharing the red envelopes, you may be kicked out by the administrator as the one with the lowest score.

The last one is the 1,000 points that make us envious and jealous. Users with a Taobao score of 1,000 or above are Alibaba's super members.

If you encounter problems during the shopping process, you can enjoy priority super customer service, receive more red envelopes/coupons, and receive Tao Piaopiao movie vouchers, Fliggy hotel membership privileges, Xiami super membership and other rights for free.

In addition, super members only need 88 yuan to buy 88VIP, which can save 2,000 yuan a year, while ordinary members with a naughty value below 1,000 points need to spend 888 yuan to buy the same eat/play/listen/watch/buy card.

In order to increase their naughty points and obtain corresponding rights and interests, users can't help but follow the instructions to buy more and leave more comments.

Taobao only uses one naughty value to encourage users to actively buy things in order to obtain higher rights and interests, and the rights and interests obtained are actually used for more shopping and more use of Alibaba's products.

03 How to obtain qualified user portrait labels

We all want to have user tags like this that can motivate users and guide their consumption behavior, but such tags are not so easy to obtain.

It is not obtained through simple collection of user data, but through a large amount of complex calculation and analysis. The operation department cannot provide guidance because this is the job of technical colleagues.

However, the dimensions of establishing user portrait labels are something that operations colleagues need to consider. Different products have different dimensions. Let’s continue to take the naughty value as an example:

After seeing the different treatments that people with different naughty values ​​can enjoy, some friends may complain, wondering why a single number can represent a user.

We need to understand the core role of user portraits, which is to drive and improve business and achieve operational indicators.

Alibaba’s ultimate goal is to encourage users to buy more and use more of its products. The dimension of improving the naughty value also revolves around this goal.

From basic points to shopping points to reward points, let’s take a look at the improvement dimensions officially provided by Alibaba.

The first is the basic score related to the credit rating. The setting of the basic score encourages users to complete their account information on the one hand, and reminds users to shop in compliance with regulations and in good faith on the other.

In this way, Taobao can reduce dishonest shopping behaviors such as false orders and maintain the overall shopping environment.

The second is the shopping points that directly stimulate consumption, which is similar to the RFM user value analysis model. It evaluates user value from three dimensions: most recent consumption (R), consumption frequency (F) and consumption amount (M), and encourages users to buy more, buy more expensively and diversify their consumption.

The third is reward points, which encourage users to make more comments and participate in asking questions and answering more. The setting of this dimension is completely in line with Taobao’s ambition to become a content e-commerce company.

On the one hand, family accounts increase the number of users such as elders and middle-aged and elderly people (most of these users do not know how to use Alipay or feel that online payment is unsafe). On the other hand, family accounts between couples carry a romantic tone of "you buy and I pay", which can greatly stimulate consumption among couples.

Since Taobao Value has a complete and comprehensive improvement dimension, it can not only help Alibaba to manage user levels, but also motivate users and guide consumption behavior. It can be said that the Taoqi value has helped Alibaba form a closed operational loop.

04 Conclusion

This article uses Alibaba Taoqi Value as an example to help everyone have a deeper understanding of user portraits. A good user portrait can not only predict the probability of user behavior , but can even motivate and guide user behavior. A brief summary is as follows:

1) User portrait is not equal to typical user. Typical user is abstract and does not exist. User portrait expresses the user in the form of a label. Every real user has his or her own user portrait.

2) User portraits are composed of user tags, but only user tags related to products/businesses are included in user portraits.

3) Analyze and calculate user information to create user portrait labels that have predictive and even motivating effects on users. Only such user portrait labels are truly effective.

4) Obtaining qualified user portrait labels involves a lot of technical work, but the dimensions of establishing user portrait labels are what operations staff need to consider.

Oh, I won’t say anymore, Double Eleven is only one month away! I, the editor, have to act quickly to increase my naughty points. Who knows what benefits the super membership will bring this time!

Source: Routine Editorial Department