From love banks to bullet messages, can fission achieve "standardization"?

I wonder if you have paid attention to the Love Bank which dominated the APP rankings a few days ago .

Love is a beautiful thing and worth pursuing for any young couple. But now there are very few products on the market that can truly provide couples with entertainment and play. As a phenomenal product, Love Bank has attracted everyone's attention with its great creativity and entry point. It once ranked first in the APP store rankings, surpassing WeChat . Why has Love Bank achieved such great success? I don’t know if you have thought about this carefully.

Looking at the success of Love Bank, I think there are a few points worth learning and thinking about:

1. It grasps the psychology of young users very well, and links the beauty of love with the benefit incentive of "couples who sign in for a year can get 1,000 yuan in cash" , which is very tempting.

2. The dissemination mechanism is very cleverly designed . For those who missed the sign-in, they can first purchase two membership cards worth 128 yuan to sign in once (to reduce costs). If users want to get more opportunities to sign in again, they need to invite friends to download the app, and they also need to help pair up when inviting friends, which is equivalent to inviting two people at a time. This has a great effect on attracting new users.

3. In addition to daily check-ins, Love Bank also has built-in games suitable for couples . Each game has social sharing attributes and rankings (similar to WeChat mini-games ), guiding users to attract other users to join and then continue the game.

Of course, if we only analyze the functional points and general products of Love Bank, then its highlights are not very prominent. Other companies also have them, there are many companies that offer creative products for couples, and there are even more similar games. But why is it that only Love Bank has emerged? The reasons behind this are worth our careful study.

After careful study, I think the most powerful feature of Love Bank is its closed-loop model of scenario-based marketing . First, use the 1,000 yuan couple reward fund to attract everyone's attention. The focused users are all couples or precise users who yearn for love. Users can see a variety of couple games or participate in single matching as soon as they download the app, allowing users to immerse themselves in social and love scene experiences (think about why you check the WeChat sports rankings every day and why someone likes your posts every day).

At the same time, users download Love Bank essentially to receive the ultimate reward of 1,000 yuan. Therefore, the design points in this main process are also very important. Love Bank lets users first pay for their missed signatures by issuing two 128 yuan membership cards (it is not too much to pay 128 yuan for 1,000 yuan), and then if you want to get a make-up signature card, you can only invite friends to register. I paid 128 yuan to get a visa extension opportunity before, so it shouldn’t be too much to invite one or two friends now. Thus, a closed-loop model with scenes as the core was formally formed . New users are attracted by the 1,000 yuan and start their own activities, forming a closed loop.

From the model of Love Bank, we can see that if you want users to complete the behavior you want them to complete, it is important to let users complete what they want to do, and then complete your goal in the process. The entire product and stimulation points should be closely centered around the scenario, and the user's behavior should not feel out of place in the product. I think this is the top priority for the fission of a new product.

Knowing the key points of fission, can you plan a successful fission campaign? Or if one fission activity becomes popular, will the next one also be popular? If fission itself is just a matter of luck, then this article would be of little significance. How to standardize a fission model? This is the pattern we are going to explore in depth.

1. The importance of standardization

IBM, a century-old company, has undergone two major transformations since its establishment. One was the transformation from PC personal computers to enterprise services, and the other was the transformation from IT enterprise services to smart ecosystem companies (the latter is my own definition). Each transformation was a life-and-death struggle for the company. If you have read Mr. Wu Xiaobo 's "Built to Last", you should know that basically all century-old companies have to go through such changes. I believe that there is a common logic behind the successful transformations of these great companies: standards.

How important are standards? If it weren't for the standardized voting for corporate decision-making when IBM transformed from personal computers to enterprise services, the company might have taken a different direction and there would be no IBM today. How important are standards? No one can say that they did nothing wrong, but if the losing Nokia executives had not made all the decisions themselves, but instead established a standardized decision-making system, Nokia would not be what it is now. In fact, at that time, everyone at Nokia, from grassroots employees to middle-level managers, realized the urgency of change.

It can be seen from this that a proven effective operating model, if it can be standardized, is like having a spring that gushes out continuously and can maximize the effect, just like NetEase, which understood the logic of H5 communication and the output of H5 that became popular was standardized; a proven effective decision-making and implementation process, if it can be standardized, will lead to things like IBM and General Electric: like before, reshaping the company's products and image.

Since standardization is so important, in today's economic downturn, when product user growth is becoming increasingly important, where is the standardization of user growth?

2. Three steps to standardized growth

Coincidentally, like the Love Bank shared at the beginning, another product that became popular a few days ago, Bullet Messenger, also uses the same strategy.

Luo Yonghao’s platform directly targets WeChat, attracting everyone’s attention. Then there’s the “new” feature of immersive chat after downloading. Exclusive avatars and sharing links tell others that you are a trend-setter of the new era. In order to satisfy their "vanity", users will actively share links and ask others to add them as friends. The two products have different functions and properties, but the reasons for their popularity are the same. The logic here can be summarized as follows:

First, users must be attracted by content that is very interesting or can meet their needs.

Second, the behavior you want users to complete (such as sharing, inviting) must be the path that users must take in order to accomplish what they want to achieve (what users want to achieve is what you attracted them to in the first place).

Third, the entire system design must be closed-loop. Actions that you want users to complete, such as active sharing or inviting others to do something, will ultimately have a counter-effect on fission itself, amplifying the effect of fission.

After achieving the above three points, adding one key point will have a better fission effect: this key point is the timing of publicity.

We all know that when the market is good, all products will actively speak out. At this time, the voice and effect of a single product are not very good. The best case scenario is that it will become popular first and then be quickly buried by other products. However, when the market environment is bad, many products stop making noises and stop promoting themselves . Instead, they store food for the winter timidly and carefully. At this time, the voice of the product itself will have a unique effect, making everyone pay attention to you, and pay attention to you for a long time, because you are the only one in the market.

The blockchain industry is a perfect example for this. People who are familiar with this industry know that the country announced a major rectification on September 4 last year. For a time, most project parties and exchanges closed down or simply gave up.

However, there is a small exchange (whose name is not disclosed) that mainly deals in RMB transactions but has never closed its project. Instead, it has made steady progress and provided users with better service quality, attracting a large number of users to join. Currently, this exchange is already ranked among the top in the industry. Several other project parties did the same during the same period. They focused on blockchain technology development and user services, accumulated a good reputation, and became the biggest winners when the market warmed up in December.

Using history as a mirror, we can understand the rise and fall of nations. The logic of standardized methods of fission is important, but equally important is the logic of standardized timing. The timing just mentioned is more about time timing, and similar to this is space timing. This is why I have always emphasized that the more early- stage a company is, the more it should be bold in promotion and the more willing it should be to spend money. In a complex market environment, the more transparent your status and information are, the more partners and like-minded users you will attract. Gradually, you will have to spend less and less money, and the cost of acquiring users will become lower and lower. If we only consider our current environment and limit ourselves in terms of funding, resources, etc., our effectiveness will naturally be limited. This is the opposite application of the law of the dark jungle.

To summarize my logic of fission:

Users should take the initiative to share, which is the basis of fission. Why do users actively share? First, users must be attracted by content that is very interesting or can meet their needs. Secondly, the behavior you want users to complete (such as sharing, inviting) must be the path that users must take in order to accomplish what they want to achieve (what users want to achieve is what you attracted them to in the first place). Third, the entire system design must be closed-loop. That is, the user's active sharing or invitation behavior that you want users to complete will eventually have a reverse effect on fission itself, amplifying the effect of fission.

At the same time, the timing of fission is important. If you have multiple projects promoting fission at the same time as fission, the user's attention will be distracted, and they will have to compare which one is more fun and which one will bring them greater benefits. Chances are your results will be average.

But if there are not many products on the market at this time, the exposure and influence of your product will be greatly amplified. Of course, it needs to be explained that it does not mean that it is not suitable for fission when the industry is good. A pig standing at the wind's outlet can also fly. What I want to remind you here is that when the industry is not doing well, it is often more effective to win by surprise.

3. Combining theory with practice, exploring the fission of blockchain products

Having summarized the theory, the key still lies in practice. So adhering to the principle of “the more transparent, the more effective” that I just mentioned, I can share with you two product marketing cases that I have seen in the blockchain industry.

One is the industry map activity. One day, a project owner suddenly released a map statistics, telling everyone the classification of blockchain companies across the country and the major cities where they are distributed. You can also see more interesting statistics by scanning the QR code . It suddenly became popular in the industry. Many project parties followed suit and launched their own maps. This is the first point mentioned in the fission just now, which first attracts everyone's attention.

The second activity is a big V PK competition initiated by a project party . The activity itself is to invite two big Vs to compete on the platform. The platform itself provides the initial funds, and the winning party within a week can obtain all the profits in his or her account. If an ordinary user wants to watch, he must first register on the platform. The results are refreshed in real time every minute (which can be understood as live broadcast ). This simultaneously satisfies the first two points mentioned in the fission just now. First, it attracts everyone's attention by using big V PK. Then, users who want to watch the PK must register on the platform, thereby cleverly completing the platform's new user acquisition.

Both activities are still in progress and their effects remain to be further observed. Recently, I have been thinking and exploring the issue of attracting new wallet users. The logic of fission is consistent, but the methods still vary from project to project. How to attract user attention? To be interesting and fun you need creativity, and the key to value is to correspond to user characteristics. Every product is different.

How to guide users to actively complete the behavior you want them to complete? Details are important. A subtle feature point, promotional copy , and "reward moment" that stimulates users can have more than ten times the impact on the results. How to complete the closed loop? The landing page and stimulation points that new users see are also very important. It is human nature to benefit others and oneself.

4. Summary

For a fission to occur, there must be both a mature and replicable fission logic (users are first attracted by interesting or valuable content + share it in order to complete the content + users who see it after sharing continue to participate to form a closed loop), and there must also be creativity, core functional points, copywriting and pages corresponding to specific projects. Therefore, each fission is of the same nature but different, and is worthy of our careful study. I think this is the greatest pleasure of studying fission.

This article is a bit long, mainly because I hope everyone can realize the great significance of standardization and discuss with everyone the standardization model of fission at the current stage. If you have better ideas about blockchain wallet fission, you are welcome to share them with me.

Source: Wang Yuting