A mind map will help you understand the tricks of operating the points mall!
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Points Mall Operation System (Mind Map of this Article) The points mall is part of the product membership system and is often used as a member reward to enhance user recognition of the product. Not all products are suitable for the points mall model. Generally speaking, e-commerce , o2o services, and virtual products such as reading, music, and gaming products are better served by using a points mall. Users have consumption behaviors on the product platform itself, and the cashback of goods or discounts in the points mall seizes the greed of human nature, which can stimulate users' consumption behaviors on the platform and make it easier to realize the closed loop of "earning points-consuming points", which can enhance the user experience. At the same time, the products on the platform itself can also be used as part of the product resources of the points mall to solve the problem of unsalable goods, promote goods, and stimulate user consumption. 1. Points Mall Operation Objectives and Means of Achieving Them The operation objectives of the points mall and its means of realization 1. Improve user activity (1) Daily Sign-in: Sign in to Youdao Dictionary every day to get 5 Dao Beans; the first nine sign-ins in the Dianrong community every day will receive 10-2 Dianrong coins, and the rest will receive one Dianrong coin. (2) Daily opening: You can get certain points when you open Youdao Dictionary for the first time, and you can get five gold coins when you open the NetEase News client. (3) Cumulative usage time: 5 gold coins will be earned for every 30 minutes of reading on Baidu Reading. 2. Improve user retention rate (1) Upgrade your account: Upgrade your account to get more services. (2) Complete personal information or bind other accounts: NetEase Cloud Music can earn 30 points by completing personal information. 3. Increase the number of new users (1) Invite friends to register: Invite friends to download the app and register to earn points. In some apps, further points-earning tasks are set up, such as when the level of the invited friends or the accumulated consumption reaches a certain threshold, both parties can earn more points. (2) Page sharing: content or activities are shared to Moments, QQ Space, Weibo, WeChat friends, Alipay friends, Youdao Cloud Notes, Pocket, etc. 4. Improve UGC content (1) Comments: Comments on reading products such as NetEase News, and comments on shopping products after consumption such as Taobao. (2) Posting: Posting on forums, Tieba, etc., uploading documents and materials on knowledge sharing communities such as Baidu Wenku and csdn, etc. 5. Generate income (1) Recharge: Recharge on NetEase Cloud Music can be directly exchanged for points, and game coins purchased in the game can be exchanged for points. (2) Consumption: purchasing goods in shopping apps, using game coins to purchase props or upgrade character levels in games, etc. 2. Key Indicators of Points Mall Operation Key indicators of points mall operation 1. Earn points This part of the content is covered in the means of achieving the points mall's operational objectives and will not be repeated here. 2. Points consumption (1) Redemption of Points Mall Products The consumption methods of goods in the points mall usually include direct redemption and exchanging points for lottery opportunities. There are also redemptions for other business cooperation resources, which are usually presented in the form of discount codes, event serial numbers, etc. For example, there was a points redemption activity in the NetEase News client before, where a certain number of points were exchanged for discount codes, and after downloading and registering a certain APP, traffic packages can be redeemed on its platform. (2) Purchase of platform products (mostly used for virtual products) For example, e-books, music, and games often require the consumption of points in exchange for some of the platform's own resources. For example, downloading some video songs on NetEase Cloud Music requires a certain amount of points. 3. Operation of the Points Mall Operation of Points Mall 1. Product selection (1) Maintain the freshness of goods: The types of goods that can be redeemed with points should be changed within a certain period of time. (2) Set the exchange relationship between points and RMB: The points required for redemption of goods of different values should be differentiated. Cheap goods require fewer points, while expensive goods require more points. However, for high-value products such as mobile phones, the consumption model can be changed from redemption to lottery to lower the threshold for participation in the event. (3) In addition to regular redemption products, that is, products with lower costs, high-value products should also be appropriately added to stimulate user activity. (4) In addition to tangible goods, there are also resources (such as learning materials), vouchers, discount coupons, etc. 2. Planning of activities Development of activities (1) Determine the purpose of the event: holiday marketing , product marketing such as anniversary celebrations, marketing leveraging social hot spots such as the World Cup, etc. (2) Design activity methods and rules: a. Match the participants according to the purpose of the activity, and design the participation methods and rules of the activity according to their characteristics. Find out the product usage of the target users, understand the channels through which they will learn about the activity, what commonalities there are in their lifestyles and habits, and how they will prefer to participate in the activity. To give a simple example, Children's Day is coming, and a reading application wants to plan a small event for this holiday to promote children's books on the platform. Well, first of all, although the target users of the books are children at first glance, considering that children lack purchasing power, the ultimate target users of this activity should be the parents of these children. Being a parent, there are two major characteristics: one is that they are better at calculating consumption costs, and the other is that they are keen on showing off their children. In view of the first user characteristic, we can add a method of exchanging points for coupons or discount coupons on the basis of regular book redemption. This can not only lower the threshold for participating in the event, but also stimulate parents' consumption on the commodity platform. For the second feature, you can set up a baby reading check-in plan and earn more points or other activity benefits through sharing. etc. b. The difficulty of the activity should be appropriate: it is necessary to lower the threshold for most users to participate in the activity, while allowing users to gain a sense of accomplishment in the process of participating in the activity. This is often done by setting different difficulty coefficients. c. Platform for conducting activities: purely online, purely offline, or a combination of online and offline. d. Time nodes: when does the event start and end, whether different activities are open at different time periods, etc.; e. Whether interaction is needed: help from friends, exchange of cards and coupons, etc.; f. Prize setting: What are the criteria for obtaining prizes of different values? In addition to the exchange relationship with points, you should also consider whether to set different participation thresholds, for example, you must forward the event page to participate in the exchange for high-value goods. g. Method of redeeming prizes: by mail or on-site distribution. h. Activity costs: including prize costs, technology development, personnel arrangements, etc. 3. Optimize copywriting (1) The theme of the activity should be attractive enough: the activity should be interesting, the prizes should be attractive enough, etc. (2) The participation steps should be as clear and simplified as possible. (3) Feedback channels should be clearly stated so that problems encountered by users during the activity can be resolved in a timely manner to improve user experience. 4. Warehousing and logistics 5. After-sales service (1) Product returns: Points will not be refunded after product returns. (2) Regarding feedback and resolution of problems encountered during the activity, the corresponding responsible persons should be designated before the activity to avoid no one being held accountable if problems arise later. 6. Business cooperation resources (1) Expand the number of product providers for redemption in the points mall: negotiate to reduce costs, cooperate in activities, and use our own platform to help them promote their products. (2) Event promotion channels: Different promotion channels should be set up based on the characteristics of the target audience and the cost of the event, including the placement of event display booths, cooperation with other parties (internal and external resources) for multi-platform joint promotion, etc. 7. Statistics (1) Daily PV/UV of the mall (2) Number of daily orders in the mall (3) Points consumed daily (4) Goods redeemable with points (5) Page browsing time Whether a product is suitable for the application of the points mall and how the corresponding points mall system should be built is not a simple matter of following the above "routine". Operations personnel must constantly try and explore, adjust their own operation strategies through collected data and user feedback, and collaborate with products to continuously improve the model of their own product points mall. Only in this way can the points mall truly "replenish" the vitality of the product and create products that make users more satisfied and bring more benefits to the company. Mobile application product promotion services: ASO optimization services Qinggua Media information flow The author of this article @小昀(APP Top Promotion) compiled and published it. Please indicate the author information and source when reprinting! |
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