Mobike, a detailed explanation of user operation growth strategy based on the WeChat ecosystem!

How does an ordinary user use Mobike ?

I thought to myself, this question is too simple, right? Isn’t it just taking out your phone, scanning the QR code, unlocking the bike and riding it?

At the beginning of 2017, we found that most users were accustomed to using WeChat to scan the QR code to ride a bike, but this process requires the following five steps: scan code - H5 - jump - download - register.

It is lengthy and tedious. If you stand under the scorching sun during the morning rush hour in the hot summer and go through such tedious steps to scan the code to ride a bike, many people may feel annoyed.

In February 2017, the first thing the entire Mobike operation team did was to fully integrate into the WeChat mini program as one of the first partners in the industry after the launch of the mini program. Just like the “use it and go” scenario advocated by the mini program, this move quickly solved the threshold problem for a large number of users to use the product offline.

In the process of real-name authentication using ID card number, the usual operation requires the user to fill in a string of numbers, verify it in the background, and then return to continue the operation. However, all WeChat users have undergone real-name authentication. When users use Mobike in the mini program, they can complete the real-name authentication process by simply clicking on authorization.

Since Mobike officially entered the WeChat mini program on February 23, 2017, the number of Mobike bicycle users within the WeChat system has exceeded 300 million. Among the number of Mobike users, 150 million ride through the WeChat mini-program. These users may enter through WeChat mini-program search, Moments sharing, front-end nine-square grid , and other entrances. The distribution of these traffic is 1:1:1.

Three cities vs. 4 days vs. over 400 cones

Mobike developed an operational product in the middle and second half of last year. We developed a game called “Treasure Box Car”. How does it work? When a user scans the Mobike QR code to unlock the car, in addition to the normal unlocking progress bar, we will give a sticker that can be exchanged for a McDonald 's ice cream cone.

I will analyze the starting point of this activity from the perspective of rationality and emotion:

1. Rational perspective:

The following graph represents the distribution of real-time curves of users riding Mobike over the past month. You can see some patterns. For example, from Monday to Friday, the curve is obviously very high, with two obvious peaks, and is relatively low afterwards. This also represents the real-time order or ride data generated by Mobike users.

More than 50% of Mobike users are for commuting to and from get off work in the morning and evening on weekdays, and a small number of users have needs other than commuting. Strictly speaking, the number of users is higher on Mondays and Fridays, and relatively lower on Saturdays and Sundays.

Some users ride Mobike five times a week, so when we are growing the business, we hope that users can also ride Mobike on weekends, for example, when they go shopping or take a walk.

How to make users willing to ride Mobike on weekends? If a user rides five times a week, how can we get him to ride seven times a week? We let users collect stickers. If they collect seven stickers within a week, they can exchange them for a McDonald's sweet bucket.

For a user who can ride a bike or not on weekends, he will ride one more time because of this game . Some users are only active 2-3 days a week. We made some treasure chest stickers for these users, and set the rule that users who ride three times can get an ice cream cone if they collect five stickers.

Users will gradually increase their usage frequency. This is a rational analysis from the offline data level.

2. Perceptual perspective:

We have all seen the movie "Forrest Gump", in which there is a classic line: Life was like a box of chocolates, you never know what you're going to get.

Thinking from an emotional perspective means giving users a "box" and adding some emotional and surprising factors to the process of users scanning the code to unlock their bikes. For example, users may be given a coupon or cash reward when they unlock their bikes.

You will definitely have to wait for a few seconds when unlocking the door. The pop-up of the coupon can consume this time. In addition, the coupon can be used to reach the user, making it easier to recall the user later.

Last fall, we cooperated with McDonald's in Beijing, Shijiazhuang and another small city to carry out this activity. The threshold was set relatively low. Users could collect stickers randomly when riding bicycles. After collecting two stickers, they would receive a coupon for a McDonald's sweet bucket.

The setting of this sticker is probabilistic. For example, the rule is that two different stickers can be redeemed. In fact, on average, a user may have to ride a bicycle three times to collect two different stickers.

This activity helped McDonald's in three cities to give out 200,000 sweet buckets in four days. These 200,000 refer to users who actually used the redeemed coupons to go to the store to eat the sweet buckets. This photo was taken by myself. After the activity went online, my colleagues and I rode our bikes to redeem the sweet bucket at McDonald's near the company.

Behind these 200,000 sweet buckets is actually that in three cities, over 200,000 users collected all the sweet buckets and received McDonald’s sweet bucket coupons in four days, with a redemption rate of 10%. This redemption rate is much higher than the WeChat and coupon redemption rate in the industry, which is generally 3-5%.

Mobike Red Packets: A new user acquisition method that makes users richer the more they ride

How do similar products, such as other types of bicycles or some tool -like products, leverage user relationships to achieve growth? It’s actually very simple. A typical example is that a user gives a trial voucher to a friend. When his friend registers or rides the bike, the user can also get rewards such as red envelopes or coupons.

This method is actually nothing new and the effect is average. Mobike also did this last year, but the results were not good.

On April 22, Mobike launched a red envelope campaign nationwide, which received great response. Here is how we think about it:

1. New ways to play with red envelopes

We designed a common game strategy: when users receive a red envelope, they can bind the behavior of opening the red envelope with the behavior of scanning a code to ride a bike, and tell users: Mobike sends you a red envelope, you can open the red envelope by scanning any bike on the street (of course, the premise is that 100% of the rides are rewarded). After receiving the red envelope, the money will be directly deposited into the WeChat account, and there is no need to accumulate a certain amount before you can withdraw it.

Red envelopes can be circulated in WeChat groups and Moments. Users can automatically receive them after clicking on them. When receiving the red envelope, they will be told which friend sent the red envelope and how to use it.

That is to say, when a user receives a red envelope and then opens the Mobike APP or the homepage of the Mobike mini-program, the user will see that the page will clearly tell the user who sent the red envelope, making the user feel friendly. At the same time, all the bicycles on the entire screen will be transformed into the style of red envelopes, giving the user a very strong visual communication - "You have already received this red envelope, and you can use this red envelope by scanning any Mobike QR code."

At the same time, for users who send out red envelopes, after scanning the code and riding a bike, it will be shown that a friend has received the red envelope they sent. We encourage users to share in as many circles of friends and groups as possible, and have set up the concept of doubling cards. If you share in 2 or 3 groups continuously, you will receive double the reward.

2. Growth strategy tips

This is the user curve within one month after the red envelope activity was launched. It represents how many people share and receive this red envelope every day.

Product and operational promotions are different. We did not immediately put all operational promotions into this campaign, but instead did a round of launch first. For example, the peak number of users on the first day is relatively high, and on the second day all channels will start to promote the traffic. After that, it will rely on the users’ own dissemination and forwarding. It can be seen that there is no obvious decline in the data, which shows that the power of users to spread through their own social relationships is still very strong.

After the second wave of promotion, the data will increase significantly again. The data curve for the past month has shown a steadily upward trend. The number of Mobike users who participate in the red envelope activity within the entire WeChat system is over one million, and the number of active users on Mobike itself is also in the tens of millions. This means that the red envelope activity has covered 10-20% of active users in a short period of time, and it will continue to attract new users.

3. Customer acquisition cost control

Maybe some students may have questions. The rules of our game are that every user has a 100% chance of winning a prize. Both new and old users receive red envelopes. How do we calculate the customer acquisition cost?

We divide users into many dimensions, including new users, active users, and active users into 7-day active users, 28-day active users... We slice all users, and the average bonus ratio given to different users is different. The average bonus for new users and users who have been lost for more than 28 days will be higher, while for active users within 7 days or less than 14 days, it will be lower.

We adjust the prize range for users every day. For example, if a new user wins 2 yuan, the prize range may be set from 20 cents to 10 yuan; and if a lost user wins 3 yuan, the prize range may be set from 10 cents to 100 yuan.

There are nearly 200 cities across the country, and we have different subsidy pricing strategies for different cities. Why?

First of all, the offline supply of Mobike vehicles in each city is different. Secondly, the pricing strategies of Mobike bicycles are different in different cities. Some are original price or mid-price. Some cities have waived deposits, while some cities are still collecting deposits. In addition, in some cities, our competition with our competitors is fierce, while in some cities we have an advantage. According to all these conditions, we will control how much subsidies we give to different users in different cities and under different circumstances, and finally calculate the optimal subsidy strategy and then distribute it.

In fact, more than one million people play the red envelope game every day, maintaining a PV level of several million every day. From this perspective, even if it does not have any effect on attracting new customers or increasing growth, the effect is very good from the perspective of brand communication or operational communication alone.

This article was compiled and published by @爱运(Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games