Want to grow your user base quickly? How can you succeed if you don’t understand fission distribution!

We see more and more course posters in WeChat Moments . If you are an Internet practitioner, don’t be annoyed by these screen-swiping behaviors. Study the logic behind them carefully, and maybe you will fall in love with this way of user growth .

1. Why is fission growth so popular?

• NetEase's "Xijin Screen-sweeping Course" had 130,000 people sign up and pay within 12 hours of its launch;
• The price of the New World Marketing Course increased by 5 yuan per 10,000 people, and finally more than 100,000 people participated, achieving a win-win model of traffic growth on the three major platforms of " social group + public account + APP";
• There is also the most familiar Pinduoduo, which has been wildly popular in parent circles and parent groups. Many products have followed and imitated Pinduoduo's business model ;
• Gift Talk and Lian Coffee were also very popular some time ago. It is said that they brought the once declining Gift Talk back to life and sold 200,000 items in 3 days. Lian Café also uses the group buying method, which is a very classic example.

So we should think about why others are willing to forward posters? Why is this model being used more and more? What is the business logic behind it? How can you copy or imitate this model to make your product win?

In addition, we also found that many companies are reducing their "investment" expenses because it is a money-burning business and the results are difficult to evaluate, unless you have a strong "godfather", you are qualified to do whatever you want.

Everyone wants to get low-priced traffic, but traffic is becoming increasingly difficult to obtain and the cost is getting higher and higher. The only way out is to explore new ways of playing and use innovation to obtain traffic.

Some people may say: This method of fission growth has been played out too much, everyone is playing it, but the effect is getting worse and worse, how can we break through?

Yes, this is my question too.

So I asked Teacher Xiaoma Song , and he gave me this answer.

Since it is a model that everyone is playing, it must be a model that is worthy of recognition and has been verified by the market.

Just like the coupon model has been played for hundreds of years and is still being played today.

So what we need to do is to make every link of fission better, such as optimizing content, channels , activities, etc., so that we can break through.

2. What is fission growth?

1. What is fission?

As the name suggests, it splits and then grows virally. You will understand it by looking at the picture below.

I have summarized a core formula: fission = high-quality content + high-quality channels + fission activity operation

Let me explain it briefly.

High-quality content: It means packaging the content attractively, such as having a clear theme, core pain points, strong teachers and brand endorsements.

High-quality channels: that is, to find high-quality, core fission seed users ( KOLs ) and public accounts with high conversion rates .

Fission activity operation : After the product is launched, it is necessary to carry out activity operation to stimulate users to participate in distribution and screen swiping.

2. Several ways to play fission growth

(1) Group buying

A typical example is Pinduoduo, which is very popular among parents’ circles. Just invite multiple people to join in.

(2) Distribution

Many paid knowledge courses are using this model, which is to generate their own exclusive distribution QR code to the circle of friends, and then they can earn profits after others purchase it.

(3) Check-in

Many reading and learning platforms have this kind of gameplay. For example, you can get a refund for the registration fee if you check in for a certain number of days. Another way is to satisfy your vanity by posting on WeChat Moments to show how many consecutive days you have been reading/memorizing words.

(4) Welfare tasks

Complete tasks to get rewards, for example, you can get prizes by inviting a certain number of people to like your post.

(5) Voting

There were many ways to vote, and many vain mothers would ask others to help their children vote.

(6) Lucky Draw

Lottery is also a very common way to play, especially lottery on Weibo. I have written an article "Weibo Lottery Car " which is a typical lottery fission, increasing fans by forwarding, liking and commenting.

In fact, there are many other ways to play, and I don’t need to explain them one by one. These are the more typical ways.

3. Personal practical cases

Some time ago, I was in charge of a fission distribution project. The overall effect was good. Let’s first take a look at the user path.

In fact, it is to find the KOL channel, the channel then finds the distributor, and then complete the entire distribution activity through the distribution tool Xiaoetong .

1. Experience sharing

Experience sharing still revolves around this core formula: fission = high-quality content + high-quality channels + fission activity operation

(1) About the poster

First of all, the poster is the most important part of the entire fission process. It can be said that it determines 90% of the success factors, because whether the poster is attractive directly determines the conversion rate of the course.

The first time users are exposed to a course is through a poster. If the poster does not attract users, they will not scan the QR code, learn about the details of the course, or place an order.

Regarding posters, you can learn more from NetEase and New World. What is important is not to learn their poster style, but to learn the essential elements in the posters, and these elements are what determine whether users will buy.

I have summarized the essential elements of an excellent poster.

(2) About channels (KOL)

In fission distribution activities, some KOLs need to be invited as seed users to cold start the entire activity. There are also many pitfalls that need to be understood in the process of cooperating with KOLs . First of all, the actual number of people participating in the distribution will be very different from expectations. During your cooperation with the channel, the channel will tell you that it can bring in thousands of distributors. At this time, you must be aware that there is a lot of water in it and there will be huge discounts. You need to recruit more channels.

The second is the profit-sharing plan for cooperation with channels. I can tell you clearly that whether the channel cooperates with you depends on two core elements: content and profit-sharing.

First, the channel will see whether your content is of high quality. If the content is good, they will then consider profit sharing, because this is their bargaining chip to recruit more distributors.

Therefore, your content must be high-quality enough, and your share of the profits must also be attractive. Generally, there are two profit-sharing plans.

1. Bonuses are awarded based on channel rankings. For example, the first place winner will receive 10,000 yuan. However, a threshold needs to be set, such as more than 300 orders to be eligible.

2. The profit will be divided according to the total sales volume of the channel, with different levels of profit being given.

The first type of gameplay has more ways to play, and you can also choose a suitable profit-sharing plan based on your actual situation.

(3) Operation of distribution activities

After the course is launched, a series of operational activities must be carried out to stimulate users to participate in distribution. Some activities can be carried out within the distribution group to stimulate user enthusiasm.

4. Analysis of fission distribution platform

Why do we need to analyze the fission distribution platform? Because I found that many people have analyzed many fission activities, but few people have analyzed the rules of the distribution platform.

Because this is not just a distribution method for a single course, but a comprehensive distribution method for a platform, which may be more complicated.

I chose two more authoritative platforms, New Oriental Mom Spokesperson and Qianliao Coral Member. By comparing these two platforms, we will also find some differences.

1. New Oriental mother spokesperson

(1) Introduction of the mother spokesperson

New Oriental Picture Book Library provides mothers with opportunities to learn and make money. Every New Oriental user is a mother spokesperson. There is zero threshold and it is super convenient. You and your fans will receive different share of the profits when you purchase books and courses from New Oriental Picture Book Library!

(2) Privileges as a Mother Spokesperson

• Be qualified to promote and endorse high-quality books and courses;
• Permanently receive 10%-9.5% discount on course and book purchases;
• Permanently receive 5%-10% of the revenue from your fans’ purchases of courses and books; (This is the official explanation of the revenue ratio. In fact, I tested it and found that there is also a revenue ratio of more than 30%)
• Join the exclusive group of spokespersons and get professional answers from staff.

(3) Locking fans (distribution bundling)

• When a new user logs in to all New Oriental Online products for the first time through your invitation card or sharing link, he/she will become your fan, which means that he/she has locked in your fan status.
• When your fans purchase products through links other than those of other endorsers, you will receive 5%-10% of the revenue;
• After your fans become spokespersons, it will not affect your income at all, and they will be more active in understanding and promoting products. You will still get the same income as before for every purchase made by them.
• How to lock fans: All your own invitation cards, income cards, product links, links to listening to stories, reading with your partner, question banks, lectures by big names, etc. can be easily locked in. Just share the poster or link with users who are not fans of others, scan the QR code of your poster, or click on the link you shared, and you can easily lock in your fans!

(4) Withdrawal

You can withdraw cash when your earnings reach 10 yuan, and the money will be transferred to your WeChat wallet within 48 hours after the operation.

(5) Mother Spokesperson Home Page (Three Core Game Modes)

Lock powder

Make money (distribution)

Earn coins

(6) Spokesperson level

They are divided into primary spokespersons, intermediate spokespersons and senior spokespersons.

(7) Rankings

Fans list (locked fans list for the day)

Scholarship List

Here you can see that the first place on the scholarship list yesterday received 8,860 yuan. The income was very high that day. I don’t know if there is any false information. The first place in the total scholarship list receives 80,000 yuan, which is a figure worth pondering.

2. Qianliao Coral Member

(1) Introduction to Coral Members

Qianliao’s distribution platform, you can get scholarships by purchasing courses or sharing courses with others.

(2) Coral Rights

Coral membership requires 139 yuan to purchase

Giveaway:

• Bachelor Membership
• Courses worth 99 yuan (choose one from ten)
• Qianliao customized earphones worth 299 yuan

Note: If a member does not have any successful self-consumption or sharing behavior for 90 consecutive days, his/her Coral membership will be cancelled.

rights and interests:

(3) Locking fans (distribution bundling)

After becoming a member of the Coral Plan Bachelor, you send course links and posters to the group or circle of friends. As long as the user clicks on the link you shared or scans the shared poster, a 24-hour binding will be generated, and the bound users can be viewed in the potential user list.

As long as the user makes a payment of more than 1 yuan within 24 hours, the system will determine that the user is permanently locked in as a member of your team. In the next few decades, all his consumption will be rewarded to you without having to purchase through your link. The rebate ratio ranges from 20% to 50%;

Even if the fans you have targeted click on someone else’s invitation link to join as a member, the platform will give you a referral reward.

(4) Withdrawal

You can withdraw cash after 7 days, and if you withdraw cash on the same day, it will usually be credited to your account the next day.

(5) Three core ways to play as a Coral member

(6) Coral Member Level

Divided into bachelor members and doctoral members

Requirements for bachelor's degree to become doctoral degree (choose one)

1. Directly recommend ≥ 50 bachelor's degree holders

2. Or personal performance ≥ 5,000 yuan

Bachelor Member

Doctoral Member

3. The difference between New Oriental mother spokesperson and Coral members

• The logic of locking fans is different for mom spokespersons: new users can successfully lock in fans after entering through the spokesperson’s link/poster. Users can only earn profits when they purchase products through links other than those of other spokespersons. That is to say, if a user clicks on the distribution posters of many spokespersons, the final distribution income will belong to the spokesperson link you clicked last.

Coral Members: New users can successfully lock in their fans after entering through the spokesperson's link/poster, which means a 24-hour binding will be created. As long as the user makes a payment of more than 1 yuan within 24 hours, the system will determine that the user is permanently locked in as a member of your team. In the next few decades, all his consumption will receive rebates without the need to purchase through your link.

• Different gameplay

Mom Spokesperson: There are many ways to play. In addition to distributing courses, you can also get coins by forwarding/reading advertising articles and checking in. You can also get coins by participating in group purchases and sharing group purchases.

Coral Member: The gameplay is simple. In addition to distributing courses, you can also distribute Coral Members.

• Different withdrawals

Mom Spokesperson: You can withdraw cash when your earnings reach 10 yuan, and the money will be transferred to your WeChat wallet within 48 hours after the operation.

Coral members: You can withdraw cash after 7 days, and the money can be withdrawn on the same day, and it will usually be credited to your account the next day.

Both have service accounts that remind you of your earnings in real time, but the funds will not be transferred to your WeChat wallet in real time. It was the same with NetEase’s previous courses, with real-time profit reminders, and you also needed to manually withdraw money from your account, but you could withdraw the money on the same day and it would be credited to your account immediately.

Study all the distribution platforms and distribution products thoroughly, then combine them with your own products to explore a set of methodologies of your own, and you will be successful.

Author: Hua Yishuo, authorized to publish by Qinggua Media.

Source: Huayishuo (ID: huayishuo)