How to master the activity operation planning of financial products?

Event planning ability is a standard requirement for an operations staff and is the standard for testing operations skills. ”

As the saying goes, "every industry has its own characteristics and rules", every industry has its own characteristics and rules, and the online lending industry is no exception. Today, let's briefly talk about the activity operations in the online lending industry.

1. What are the main tasks of event operation?

The general activity operation work can be simply summarized using the AARRR model , which is Acquisition (acquiring users), Activation (increasing activity), Retention (increasing retention rate ), Revenue (obtaining revenue), and Refer (self-propagation). Therefore, the structure of the entire article will be reviewed according to this model.

In the entire online loan operation system, no matter it is channel operation, brand operation, data operation , content operation ... etc., they can only solve the problems of one module, two or three modules of the entire operation system at a time. Only the activity operation, which is called "panacea", can meet all the operational needs of the entire operation system at the same time.

We have already briefly explained the value of event operations, so what are the rules for event operations in the online lending industry? Let’s take a look…

“Know yourself and know your enemy, and you can fight a hundred battles with no danger of defeat.” Perfect event planning begins with a comprehensive understanding of your target users .

2. What is the profile of online loan users?

We conduct a simple analysis from four dimensions: identity characteristics, investment preferences, channel selection, and risk identification.

Identity traits :

• The investment enthusiasm of the male group is higher than that of the female group.
• The main investment users are concentrated between 25 and 35 years old. For people under 25, it may be related to their social experience and economic ability, while for people over 35, it may be related to the level of information acceptance. Due to the young nature of users, event marketing planning needs to focus on interactivity, entertainment, and youthfulness.
• People with college degree or above are the main investors.
• "Those who are close to the water get the moon first." The financial industry, Internet industry, and freelancers have the highest overall investment proportion.

Investment preferences :

• According to the survey, the number of online loan investment platforms is mainly 1-2.
• Banks and state-owned enterprises are the most popular among investors , followed by private enterprises, venture capital enterprises and listed companies.
• In terms of target selection, targets within 1-6 months are the most popular among investors, followed by medium- and long-term targets within 6-12 months.
• The investment amount of online loan investors is generally concentrated below 10,000 to 50,000 yuan, and the number of investors decreases as the amount increases.
• In addition to investing in online loans, the most popular investment channel for online loan investors is funds, followed by stocks, and finally gold, foreign exchange, Yu'ebao, futures, etc.

Channel selection :

• When online loan investors choose a platform, recommendations from friends and family come first. Generally, users will recommend platforms that they like or think are good to people around them. There are generally two basic reasons for inviting friends: one is that you think the product is really good and recommend it to your friends from the bottom of your heart; the other is to make some money and get the platform's invitation activity rewards.
• Search on specialized websites (such as Wangdaizhijia), and make your selection based on rankings and user reputation rankings.
• After searching the platforms, make a comprehensive comparison and choose the platform with higher returns for investment.
• The platform actively promotes and introduces.

Risk Identification :

• Platform background and team operation and management can be the primary factors that users consider.
• The availability of guarantees and mortgage products is also a core factor that users pay attention to.

3. What are the common operational activities in the online lending industry?

1. New customer acquisition activities:

Written before event planning:

( User behavior path diagram of online loan platforms )

Several issues that newbies need to understand:

• How to define new users and mature users?
• What are the dimensions that define new users and mature users?

Reasons for defining new users: New users generally have multiple privileges. If the definition is too tight, it will easily lead to the loss of other privileges due to changes in user attributes after completing a transaction, which will easily lead to user loss. If the definition is too loose, it will increase the platform's cost of attracting new users. According to general rules, the definition of a new user is generally considered from four dimensions: number of investments, investment amount, investment category, and investment cycle. The specific indicators vary from person to person based on the standards of each company.

Number of investments : If a registered user has invested more than 5 times, but the total amount is less than 1,000 yuan, can he be considered a mature user?

Investment amount/investment category : If a user invests a lot of money, but only in one category, can this user be classified as a mature user?

Investment cycle : If a user does not invest again for three months or six months after completing his first investment, can this user be considered a mature user?

• The registration conversion rate is low , and the problem to be solved is how to improve the registration conversion rate.
• The investment conversion rate is low, and the problem to be solved is how to convert the first transaction. The investment pattern of online loan users is generally: experience first and then invest, the investment amount increases from small to large, and the investment period increases from short to long.

(1) Newbie benefits

Case interpretation:

• Register and receive 8888 yuan of trial money. If users want to get free trial benefits, they must complete real-name authentication and bind their bank cards, allowing new users to experience the platform's investment returns without investing any of their own funds. When users need to withdraw profits, they must meet the minimum cashout amount before they can withdraw cash. At this time, users will consider depositing money. In this way, a small trial fee will guide users to complete the work before formal investment and lay the foundation for subsequent formal investment.
• Exclusive offer for beginners with a 2% interest rate increase. By setting up short-term, high-interest, small-amount targets to guide users to complete their first investment, after the short-term investment income expires, users can experience the platform's withdrawal speed, complete the enhanced publicity of the platform's strong liquidity, and lay the foundation for subsequent reinvestment.
• The first investment will receive a 3,000 yuan beginner gift package. After the user completes the first investment, they will be given a big gift package, which contains investment deduction red envelopes of different sizes. The validity period of the gift package is generally 15 days or 30 days. If the user does not invest, he will feel that he has not got the best deal, so he will consider making the next investment, thus guiding the user to make multiple subsequent investments.

The above triple benefits for novices are linked together, guiding users step by step to increase their trust in the platform, and guiding new users to gradually move out of the novice period and transition to mature users. Through the data, we found that among the first-time online loan investors, there are a large number of users who invest tens, hundreds, or even hundreds of yuan. These investment amounts reflect the typical trial investment psychology. The user's experience at each stage of the first investment has a very big impact on whether the user will reinvest. The first investment of a new user is a trial investment with a relatively low amount. As the number of investments increases, the investment amount will gradually increase.

(2) Invite friends

Nowadays, the cost of acquiring customers remains high, and it is very difficult to add a new investment user. Channel traffic is becoming more and more expensive, and most of the cost is taken away by channel dealers and advertisers. Compared with the sky-high traffic fees, the invite friends function is favored by major platforms because of its high conversion and low cost. Now in the mainstream App products on the market, inviting friends to register has become a standard feature.

Case interpretation:

• Invite a friend to register, and the invitee completes the real-name authentication, then both parties can receive a 20 yuan red envelope. By giving red envelope rewards to both parties, both parties are encouraged to complete the operation, while guiding new users to lay the foundation for completing their first investment.
• Friends who complete their first vote can receive cash rewards. Use cash to entice the inviter to actively urge friends to complete the first investment. Because they are friends, users are encouraged to invite friends to invest more. In this way, users are guided to complete their first investment and are also guided to transition to mature users by setting thresholds.
• Earn commissions every day. By setting up a method of earning daily commissions, users are encouraged to invest in long-term targets and guide investment users to settle down.

2. Collection activities

The particularity of the online lending industry lies in its positioning as an information intermediary platform. The simple understanding is: the online lending platform is like a pool, water flows in and out every day. If the water flowing in is more than the water flowing out, the pool will not dry up. If the water flowing in is less than the water flowing out, the pool will dry up. Therefore, the main job of the operator is to ensure that there is always surplus water in the pool.

Profitability, liquidity and security are key factors that determine whether users invest in a platform. As far as the common financial management options are concerned, the interest rates on bank deposits are too low, the threshold for financial management products is high and the returns are not high (such as government bonds), good funds are difficult to screen and the returns are unstable and depend on the weather, stocks have high risks but not necessarily high returns and it is unrealistic to watch the market every day. Only online loans have relatively high returns and are risky but controllable (except for malicious platforms), and the fixed principal and interest protection model is more in line with the appetite of most investors.

Collection activities are the top priority of platform activities, and they occur almost every month and are generally quite regular.

(1) Investment rebate

The investment cashback method is one of the most popular methods used by online lending platforms to collect money. It is simple and crude, cashback earnings are credited to accounts promptly, and there are not too many tricks, so users can understand it at a glance.

(2) Investment discount

Investment reduction and investment cash back are basically the same routine, and are also one of the most commonly used methods of collecting funds on online lending platforms.

(3) Send interest rate coupons

What online loan investment users pursue is to obtain as much high returns as possible while ensuring the safety of the principal. Therefore, the simple and clear method of raising interest rates is very popular among users.

(4) 0 yuan purchase

The 0 yuan purchase method of attracting revenue is also derived from the form of full discount and full return. This method of attracting revenue has three advantages: First, it attracts users' attention through the very eye-catching promotional and marketing method of 0 yuan purchase. Any user who sees this promotional method will inevitably click in to take a look, which invisibly increases the traffic of the event. When users see that there is enough money for their favorite prizes, they will want to come and invest, and feel that they have got a great deal by receiving the goods for free; second, this activity can be productized as a fixed revenue module. Users will come from time to time to check if there are any prizes they like, which can not only achieve the website's revenue goals but also build a channel for communication between the platform and users; third, in an era when the cost of traffic and expanding new users is high, cross-border marketing for both parties to divert traffic to each other is a good choice, such as the cooperation with NetEase Yanxuan in the figure, which not only expands new users but also saves marketing costs.

3. Active activities

From UV, registration, card binding, recharge, first investment, to reinvestment, there are users who choose to remain silent or uninstall at every turn on this thorny road. What operations need to do is to motivate users to keep moving forward at each key point like a hot and sexy cheerleading team.

(1) Daily Sign-in

Nowadays, there are hundreds or even thousands of peers competing in any subdivided industry. After successfully fighting for new users, how to maintain continuous communication with users will be of paramount importance. Signing in as a simple and common way to stay active is favored by major platforms.

For example, the platform's sign-in cycle is one week. Users who sign in every day can receive cash rewards of different amounts, and they can receive additional double rewards for consecutive sign-ins. It not only satisfies the users' vanity of wanting to get a good deal , but also allows them to gain benefits.

(2) Topic Community

Finance always gives people a serious and cold impression, but after years of education on the Internet, users have become accustomed to the feeling of being pampered and spoiled, and hope to communicate more with the platform. Topic communities are responsible for communication between the platform and users, notification of company-related information, notification of company benefits, user education, etc. It is also an important means for companies to deploy content operations. It has basically become a standard feature of the platform and is very popular among major platforms.

(3) Points Mall

The purpose of setting up a points mall and a member points system is generally to enhance user stickiness and activity, better manage members and improve user experience. As standard features of major platforms, I will not go into details here.

3. Brand activities

There is a very popular joke about brands on the Internet. Although it is very micro-business, it is worth our consideration.

The following is the content of the paragraph, please enjoy it:

Today a customer asked me, what is a brand?

I responded like this: “Have you ever walked across the bridge?

"I have passed by."

“Is there a railing on the bridge?”

"have."

"Do you hold the railing when you cross the bridge?"

"No."

"Then the railings are of no use to you?"

"Of course it's useful. What if you fall down without the railing?"

"But you didn't hold the railing?"

“…But…but without railings, I’ll be scared!”

“Then the brand is the railing on the bridge!

Isn’t it classic? This is the role of the brand.

Security, profitability and liquidity are the three factors that most investors pay more attention to, among which security ranks first. The reason why Lufax , the "leader" of the online lending industry, has been able to rise rapidly is because it has Ping An Bank, a good father, to provide brand guarantee. Therefore, the brand activities of online loans are generally developed around these aspects.

(1) Information Disclosure

On the one hand, information disclosure is a regulatory requirement; on the other hand, it is also a means of brand promotion and is a standard feature of all major online lending platforms.

(2) Government and state-owned enterprises support

Remember our previous user portrait analysis ? Banks and state-owned enterprises are the most popular among investors, followed by private enterprises, venture capital companies, and listed companies.

(3) Bank deposit

Although banks have many cumbersome processes that make people want to complain, their security is unquestionable. Custody services can not only comply with national supervision but also provide protection for investors, and it is also a means of publicity.

(4) Operational report

Operational reporting is both a compliance requirement and a good way to promote your brand.

(5) Charity

This public welfare approach is beneficial to both parties, so I won’t go into details.

(6) Offline investor meetings

For the platform's big Rs (users with funds exceeding 100,000), online communication alone is far from enough. Offline face-to-face communication would be a good choice.

(7) Brand Advertising

The premise of brand advertising is: you have to have money! You have to have money! You have to have money! Important things should be said three times.

The most impressive brand advertisement in the online lending industry should be the native IP advertisement of Ai Qianjin in the popular online drama "The Lost Tomb". Once this advertisement was released, Ai Qianjin quickly moved from an unknown small platform to the trillion-dollar club. The effect is self-evident.

4. Hot events

If the activity operation capability reflects whether an operator is qualified, then the hot activity operation capability reflects whether an operator is excellent. Why do I say so? Event operation tests an operator's planning ability, department coordination ability, project control ability, execution ability, data analysis ability, adaptability... etc., and hot events require "speed", "accuracy" and "ruthlessness". The time is tight and the task is heavy, which further requires operators to improve their planning ability, communication and coordination ability, and adaptability. The operators who can keep up with the hot topics and make the activities successful must be the best in operations. Durex is a well-known example.

For example: (If you can't find a hotspot for the moment, use this instead)

4. How to successfully plan a sales promotion activity?

Here is a simple analysis of a collection activity that was once planned:

• Event time: September event.
• Purpose of the activity: Pulling and collecting activities.
• Activity structure: diversion (winning gold medals every day) + revenue collection (swimming marathon, financial triathlon) + new customer acquisition (popularity relay race)

(1) Guiding ideas before planning an event

The systems are independent of each other and the themes are progressive.

For example, the entire event is planned around the theme of the sports meeting, with Winning Gold Every Day as the diversion module responsible for daily traffic , Swimming Marathon as the collection module is the core of the entire event, Popularity Relay Race as the invitation and acquisition module (invitation is the standard of our platform activities), and the award ceremony of the Financial Three Championships is similar to the sports meeting. Each module has a different theme and performs different functions, but they all revolve around one theme.

Activity Operation Addition and Subtraction

Subtraction:

• The goal is subtraction. An event must have many purposes, but there can only be one main purpose. All activity plans must be planned around the main purpose, and other secondary purposes can be taken care of as a side job. The core of this activity is to attract revenue, so it is placed in the most important position. All activity modules are ultimately centered around attracting revenue, and attracting new customers is only a secondary goal.
• Reduce the content of activities. Try to eliminate as many activity elements that are not related to the main needs as possible in the activity plan. The page design of the entire activity strives to be simple, highlighting the collection function and providing simple text descriptions, while all other information is omitted.
• The interactive architecture is subtractive . Try not to make users read and think. As soon as they come in, they can complete the most important part, and then they can decide whether to proceed to the next step. Place the collection function module on the first screen so that users can clearly see the focus of the activity as soon as they come in.

addition:

• Add creativity to activities. Insufficient company funds and too few promotional resources will be long-term practical problems. Event creativity and promotion innovation are the key to successful events. We borrowed the theme of the sports meeting to plan the event, perfectly combining the cold platform collection activities with the joyful and happy sports meeting.

(2) Online event planning process

Sources of activity purposes : the company's annual, quarterly and monthly scheduled activities; temporary activities for hot events; temporary activities of the boss, etc. PS: Before you start, you must confirm the purpose of the activity again and again. If you go in the wrong direction, you will go further and further away!

(3) Budget application

As the saying goes, a good cook cannot cook without rice. After determining the purpose of the activity, you should start to apply for a budget. The purpose of the activity determines what you will do, and the activity budget determines how you can do it. We are lucky for companies that have easy budget applications, such as our company, where the boss will give a cost percentage when setting a target. For companies with more people than resources, applying for a budget is a lot of work.

(4) Activity plan

It is recommended to draw a prototype first and then write the text version of the activity plan. After drawing the prototype, the ideas will be much clearer and the speed will be much faster when writing the text version of the activity plan. My boss pays more attention to activity creativity, so I first put together a prototype of the activity idea and review it with colleagues in the department, asking everyone to refer to it. Then I review the general ideas with the boss. After it is approved, I write a text document of the activity plan. Otherwise, if the idea is not approved, the plan will be in vain, and a lot of time will be needed to adjust the activity plan. (This depends on the characteristics of each boss)

(5) Interaction and visual design

If you compare an event to a person, interaction and visual design are like an image packager, who can show your outstanding characteristics and the most beautiful side to your audience. But one thing is very important: the person who knows you best is yourself. You must not let your head become a racetrack for other people's thoughts. You must carefully consider every interaction detail and design detail. Don't be lazy, as laziness will lead to losses. For example, our company’s mascot is “Fumei”, so the design of the entire event image revolves around the sports meeting and Fumei’s cartoon image.

(6) Activity development

Before starting new creative ideas, you must communicate with the development GG in advance (preferably one month in advance). No matter how good the idea is, it will be useless without the resources to help you realize it. Development documents are very important. Try to take into account every detail of the activity and propose corresponding solutions. Before starting the review, you must be confident about the entire activity, otherwise the requirements review meeting will become a criticism meeting of your requirements. For example, the biggest pitfall encountered during this development was that authorization was required to read the user's step count. Since this was the first development, a new version needed to be released. However, Apple's review was relatively strict and was rejected after submission. As a result, the iOS and Android versions could not be launched simultaneously, which led to complaints from iOS users after the launch.

(7) Acceptance testing

Never think that testing has nothing to do with you. You must test together with the testing MM to ensure that every detail and every process are carried out in accordance with the established activities (except for some individual content that has been adjusted by mutual agreement). Otherwise, you will not be able to take the blame if something goes wrong.

(8) Customer service report

Once an activity enters the testing phase, it is basically finalized. At this time, you should send an activity reporting email to your clients. If necessary, it is best to hold an offline meeting to fully communicate with each other about the entire process of the activity and possible difficulties that may arise in the activity in order to respond to customer inquiries.

(9) Promotional warm-up

Promotional warm-up is very important, and good pre-heating is half the success of the event.

(10) Official launch

Be sure to conduct a final test before going online, don’t ask why. Also, if you are not in a hurry to officially launch the product, try not to choose to launch it when you are about to get off work or on Friday. Otherwise, if problems arise and you cannot adjust them in time, you will be complained by users, criticized by your boss, and criticized by your developers. After going online, you should communicate more with users and people you are familiar with, listen more to users' opinions and the opinions of users who are actually participating in the activities around you. You will definitely gain new insights after the communication.

(11) Online promotion

After the event is officially launched, try to use all possible promotional channels to promote it, whether it is off-site or on-site, because even the smallest amount of money counts. Here are some of the promotion channels I have sorted out for you:

(Right-click and open in a new tab to view a larger image)

(12) Data monitoring

Data is the eyes of operators, and operations without data are like blind operations. Before the activity goes online, you should do as detailed data statistics as possible. With the data, you can check any data analysis at any time and adjust the activity strategy in time. Data is also a weapon for operators. If you have any questions, just check the data in the background. Data is the best proof. Data is also a talisman for operators. The good and bad of an event need to be reflected through specific data analysis and comparison. There must be no ambiguity, otherwise your professionalism will be greatly questioned.

(13) Review and summary

Activity summary is very important. It is an important legacy left to ourselves and future generations. It is the cornerstone for the next progress and also an explanation to the goals assigned by the boss. At the same time, the activity summary will be sent to friends who participated in the activity. This is not only the end of the activity, but also allows participants to understand the advantages, disadvantages, pitfalls encountered and solutions for the next time of the entire activity.

Well, the general process of the entire event planning is basically the same. In order to facilitate everyone to have a friend recommend the event

Event Planning Multimeter:

5. What are some tips for running an event?

1. Activity creativity (source)

(1) Imitation of micro-innovation

Take a look at the marketing activities in your own industry. Every industry has its own rules and regulations. In addition to looking at the presentation and creativity of other companies' activities, you should also simulate other people's backend mechanisms and logic, and study the entire event process. (If you have nothing to do, go to Huaban.com and collect the good ones you see. It will definitely give you a lot of creative inspiration in subsequent event planning)

(2) Festival nodes

Holding activities at time nodes is the most commonly used form of activity and is highly accepted by users. "If there is a festival, rely on it; if there is no festival, create it." Think about the online lending industry's "518 Financial Management Festival" and " Tmall Double Eleven ", aren't they all man-made?

(3) Hot events

Hot time has been more commonly used in recent years, and if cited well it can easily trigger an event. Such as: iPhone new product launch, etc.

(4) Product features

Events created by the product’s own characteristics. Such as financial products with high returns, good security, strong liquidity and so on.

(5) Flashes of self-inspiration

Good ideas all come from life. It is always popular to observe the little beauties in life. Sometimes an idea for an activity will suddenly come to you with a flash of inspiration, and after careful polishing it will become a good activity idea. The theme of sports games was chosen for this event because we often participate in sports games in autumn.

2. Event operation design (event hosting page design)

(1) Fully understand the project background

Before starting to design, you must fully communicate with the designer on the creative background of the event, the design requirements, and the overall process of the event. Don't be afraid of trouble at this time, otherwise the designed effect will not meet your needs and it will be extremely difficult to adjust.

(2) Creative setting and visual tone

After the communication is completed, ask the designer to give a preliminary plan for the style, color and other elements of the visual effects. Once an agreement is reached, you can proceed to the next step.

(3) Design of surrounding areas for activities that continue the style

Provide a series of online and offline designs for various promotional operations of the event, and ensure that the promotional images are consistent with the overall design style.

Wait, after saying so much, many friends think that this is too idealistic. If all design processes are so smooth, there will not be the rumor on the Internet that designers bring knives to work. Yes, the above design process is only applicable to more standardized companies or departments. What I want to talk about here is a simple and rough design method, which is to directly find a picture of the design style and style you want, and then tell the designer that this is the style you want, and please design according to this style and style. In this way, the designed effect will not be too different from the design effect you expect.

3. The event is officially launched

(1) Activity Tracking

After the activity is launched, the operations staff should closely monitor the development of the activity every day (it can be done on an hourly basis if necessary and conditions permit), pay attention to the participation of users in the activity, actively listen to the feedback from users participating in the activity, and promptly adjust the details of the activity to maximize the results of the activity as much as possible.

(2) Highlights

Be good at discovering the highlights of activities and finding the highlights of people or things in the activities for publicity and promotion. For example, at what time did the transaction volume exceed 10 billion and so on.

(3) Award announcement

Ensure that the event is absolutely fair, protect the interests of users participating in the event, and focus on the quality of prizes for the top winners.

4. Event promotion strategy

Before the event: You need to utilize the platform’s resources in advance to warm up the event.

During the event: Due to the early preheating, the event has already achieved a high exposure , and there will be a lot of users participating. At this time, you should continue to create hot spots, maximize word-of-mouth communication, and let users who have purchased share it with their friends to buy; or continue to expose it at this time to create a hot level of the event.

After the event: After the event, some after-sales issues or other related user inquiries may arise one after another. At this time, a certain number of customer service personnel will be needed to deal with various user consultation services.

5. Activity summary

Don’t think that the event is over once it’s offline. The event summary is very important. It’s the heirloom we leave to ourselves and future generations. The summary usually contains the following:

Activity objectives.

Whether the activity has achieved the established primary KPI goals. Analyze the completion of KPI targets through horizontal and vertical comparison. Such as: platform net deposit target, platform annualized investment, platform transaction volume, etc.

Gains from the activity:

1. User accumulation. High-quality user resources are accumulated during the activities and are excavated for special maintenance; potential stocks in the activities are excavated and focused on training to build momentum for future activities.
2. Accumulation of experience. Summarize the difficulties you encountered in the activities to prevent making the same mistakes in future activities; summarize the highlights and details in the activities and continue to use them in future activities. Let me tell you about a pitfall I encountered in another activity. I had previously planned an investment lottery activity. The rule was that if the annualized investment reached 10,000 yuan, you would get one chance to participate in a lottery and the lottery opportunity was valid on the same day. Under normal circumstances, there were up to 50-100 lottery opportunities per day. Unfortunately, there was a user who invested aggressively in this activity. He invested and got 1,000+ lottery opportunities within one day. You can probably guess what the result was. Therefore, in the subsequent lottery plan setting process, a function is set up separately to automatically call out batch lotteries when the number of draws exceeds a certain threshold.

6. Activities Notes

(1) Pay attention to the key points and core links of the activities

Activities must capture the core needs of users and the core aspects of user participation in activities. In the face of the core needs of users, creativity, design effects, and copywriting rhetoric are just bonus points.

(2) Event Prizes

The event prizes should be as diverse and rich as possible to give users more expectations.

(3) Understand user psychology

When operating an event, you need to try to understand the users' minds and consider the details of the operation. You should regard yourself as a newbie and think about the problem from the user's perspective based on your own event.

At this point, the planning of event operations has basically come to an end. More detailed operation-related knowledge will be generated in the future. I hope to give you more guidance and more communication!

The author of this article @九山阿童 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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