Check out the four growth strategies used by big companies like Tencent and NetEase

Behind the success of large companies, in addition to the powerful functions and designs of the products themselves, growth strategy is also one of the key factors for their success. Especially when the blue ocean turns into a red ocean and the traffic dividend is no longer there, growth strategies become particularly important.

This article lists the four major growth strategies used by major companies such as Mobike , Tencent, and NetEase, and summarizes some currently effective growth methods from them to reduce the cost of trial and error.

Fission distribution delays the over-limit effect

I believe everyone has seen a lot of applications of fission distribution on the Internet . Whether it is the earliest discounts after sharing with friends, or the current bonuses earned by sharing and spreading, it is a manifestation of fission distribution.

This type of mechanism generally does not force communicators to purchase before sharing, but rather shares transaction profits with communicators to stimulate more users to spread the content, ultimately achieving higher influence or transaction volume.

But once there are more cases like this, users will be less stimulated. According to the over-limit effect, if the stimulation is too much, too strong or lasts too long, it will cause extreme impatience or rebellious psychological phenomena. So how to delay the over-limit effect? Let's look at a few examples where small changes can help slow down the effects of overshooting.

Mobike | Unlimited rides with no deposit required

Mobike once launched an event - no deposit, unlimited rides. That is, after inviting friends to buy a Mobike half-year card, you can get a cash reward. Although the fission activity seems very common, it actually contains many small details worth learning from. First look at Mobike’s detailed activity page.

A. To strengthen users’ sense of action goals, Mobike presents the reward rules directly to users in a concise and clear manner.

B. Help users to be more clear about the next conversion target and reduce the difficulty of distribution. At the bottom of the page, there is a module called “They are interested”. I guess these are users who have clicked on this page but have not yet made a purchase. Through this, users can be more accurately invited to purchase and reduce resistance during distribution.

C. Adjust the amount of stage benefits and change the threshold of stimulation. When inviting the second friend, although the reward is reduced to 30 yuan, the user knows that he can get 50 yuan by inviting the third friend.

Although both options offer a reward of 120 yuan, the stimulation given to users by 40-40-40 is not as strong as that given by 40-30-50.

The 40-40-40 amount setting is like a straight road. The stimulation it brings each time is fixed, and it is relatively easy to have an over-limit effect.

The 40-30-50 amount setting is more like rock climbing, and the excitement it brings each time is different. Setting a profit margin for the second and third times will give people the illusion that “I can achieve it with a little effort.”

VIPKID丨Personalized recommendation poster

A "successful" fission activity will flood the circle of friends with a unified template. Based on this, some people will be converted to buy/use products due to the herd effect; others will be annoyed by this and it may even have a certain impact on the brand .

I believe that the optimizations made by VIPKID in this regard can be used as a reference. First, let’s take a look at VIPKID’s interactive details page.

A. Distribution rewards can also cultivate user habits. Different from the method of getting cash back by sharing, VIPKID chose to "give away free lessons". On the one hand, merchants can cultivate long-term learning habits of XX subjects by extending the class hours; on the other hand, it also saves parents' expenses on lesson fees.

B. Strengthen the connection between the inviter and the platform. VIPKID allows users to upload photos of their babies. On the one hand, this strengthens the connection between parents and the platform; on the other hand, children’s images can also reduce people’s resistance to advertising and enhance their sense of trust.

C. Create a tense atmosphere. Increasing the display of the number of people creates a feeling of "how can you let your child lose at the starting line?" and stimulated by this, parents will be more willing to share.

D. It provides multiple templates to choose from. This personalized recommendation poster makes a single screen-sweeping template richer. To a certain extent, it can delay the over-limit effect caused by excessive stimulation of a single template to users.

New applications in the crowd-gathering mode

Regarding aggregating users, the most common ones are “collecting likes in circle of friends” and today’s “group buying” discounts.

Different from the distribution fission model, the gathering model is generally based on acquaintance relationships. Through a series of behaviors, such as group buying to get discounts, helping me like the product to get gifts, etc., one's expected needs can be met.

However, due to previous cross-platform restrictions, the series of operations are relatively cumbersome and it is difficult to achieve a significant breakthrough in conversion rate . But after the emergence of mini programs , this model has been reused. Let’s look at a specific case.

Lighthouse Lite丨Free Call

In the field of knowledge payment , the most natural transition under the WeChat ecosystem is mini-programs, which are smoother than H5 and lighter than APP. This is also an important reason why the aggregation model can be used again.

In Xiao Dengta Lite, there are two ways to take courses, one is to pay for the course, and the other is to collect calls for free.

Since the call collection behavior occurs within the mini program, it is easy to import other users into the mini program of the product itself. But the difference is that Xiao Dengta has added a limit on the number of people who can participate in the free call collection, adding a sense of urgency through the limited number of places.

Based on the urgency of "free opportunity, once lost, it will never come back", people will choose to share the call. In this way, a group of users are gathered for the course, creating a feeling that the course is popular, which naturally contributes to the payment rate.

Fan Economy Downward Ranking Guide

As one of the hottest business operation models in 2018, fan economy has been thriving in the field of Internet video.

With this method, not only can user stickiness be improved, but economic and social benefits can also be obtained through word-of-mouth marketing from fans. Let's look at a specific example.

Tencent Video丨The power and value from fans

What is worth learning from Tencent Video Doki’s ranking is the packaging of fan culture. By completing a series of tasks, fans can vote for their idols and make them the most honorable king/queen of the charts.

Although you can vote for your idol by completing tasks, Tencent Video has adjusted the rules for ranking points. The ranking points obtained by completing a task are uniform, but the higher the fan level, the higher the ranking point you get for completing a task. In other words, the higher your fan level, the easier it is for your idol to make it to the top of the charts.

In order to quickly increase your fan level, you must complete multiple traffic-generating tasks set by the platform to help yourself upgrade quickly.

Create a win-win situation for the economy and users

Simply put, just like stock investment , your interests are linked to the value of the stock, and you rise and fall together.

Suppose you are a partner in a company. If you want to increase your profits, you will naturally need to increase the company's interests first. In the Internet field, this model is gradually being used. Let’s take a look at an example below.

NetEase Yanxuan丨Partnership Mechanism

In order to attract new users, businesses generally offer great discounts to new users, but these are fixed vested interests, and users may leave after taking advantage of the discounts.

NetEase Yanxuan recently launched a partner mechanism. After becoming a partner of NetEase Yanxuan, you can obtain energy to exchange for crystals (similar to shares held) and share all the profits generated by the partner community .

In addition to daily official tasks, users can also gain energy by sharing buyer shows on platforms such as Douyin and Xiaohongshu . In this way, not only can users obtain crystal benefits, but the platform can also gain exposure through other channels .

Using long-term partner profits in exchange for high-quality users to output content in content-sharing communities will benefit both parties and help cultivate platform loyalty.

Source: AI UX ( ID: aiux217)