New way to play group lottery activities!

Group buying is regarded as a social method under social e-commerce. Due to its inherent marketing attributes, it solves the problems of product promotion and traffic better. The most common method is that the group leader publishes relevant group buying activities in the community, and hundreds of weak-relationship users in the community can freely form groups, resulting in an exponential growth in the number of group participants.

Against the backdrop of the continuous emergence of group-buying games on the mobile Internet, decentralized thinking has made the channels through which users obtain information extremely fragmented and scenario-based. For e-commerce, if they want to capture the most attention, WeChat is undoubtedly the entrance with the most abundant traffic. Group buying has also grown and developed on WeChat. As the saying goes, "where there is traffic, there is business." By gathering people on WeChat to buy affordable items, the dual goals of attracting fans and group buying are achieved. The biggest advantages of group buying are its fast spread speed, high order conversion rate among acquaintances, obvious efficiency in attracting new customers, efficient management of user organizations, and obvious clustering effect.

1. Group buying products are nothing more than the following types:

The group buying model, including lottery group, trial group, super group, flash sale group, overseas shopping group and free group, is positioned as social e-commerce. At the same time, its strong marketing attributes and effects also solve the problems of product promotion and traffic. Only one month after the launch of "National Group Buying", there were already "Group Leader Groups" and "Merchant Groups" with hundreds of people. As long as relevant group buying activities are posted in the "Group Leader Group", dozens or hundreds of weak-relationship users will freely form groups, or forward them to other WeChat groups or Moments, causing the number of groups to grow exponentially.

【Lottery Group】&【Trial Group】

Positioning: A powerful tool for attracting new customers. These two types of group buying together account for 40% of the new customers attracted to the platform. Derived from these two types of group buying are also new customer groups and old customers bringing in new customers. The new group refers to newly registered users, who are directly guided into the new group buying area. Only new users can enjoy this price, which encourages users to place orders.

How to play:

Lucky draw group: Users participate in group buying and form a group. N hours after the group is formed, the system will conduct a lucky draw, and only the users who are drawn can get the group buying products.

Trial group: automatic refund for failed group purchases, automatic refund for successful group purchases but non-winning users, and compensation coupons. Trial groups, as the name suggests, are similar to lottery groups. Most products are trial products sponsored by merchants. Users must be selected to get the trial qualification, and the platform will mail the products to the winning users.

[Super Group] & [Second Kill Group]

The reason why a super group is called a super group is that it requires more people to participate in order to form a group, usually 50-200 people, and a more flexible price ladder can be set.

Positioning: accumulate new users and encourage them to place their first order

How to play:

Super Group: Within the set validity period of the product, there will be a button for direct group joining on the list and product details page. There is no need to start a group. You will be considered to have joined the group successfully after payment. You can also invite friends who are interested in sharing. Once the specified number of participants is reached, the group is successfully formed and the products will be shipped. If there are not enough people, a refund will be made automatically.

Flash sale group: Flash sales need to highlight the urgency of time. There will be multiple sessions, so the list page will display the start time of the sale, for example, it can be divided into 9:00, 10:00, 11:00, and so on. The countdown needs to be displayed for the sale in progress

【Overseas Shopping Group】

Positioning: Differentiation, increasing customer orders, taking care of the needs of overseas shopping customers, and satisfying the curiosity of some ordinary users about overseas shopping products while also wanting the lowest price

How to play: Just like ordinary group buying, you can start a group by yourself and invite friends to join. The goods can be shipped after the group is successfully formed. If there is a [One-click Group Joining] function on the product details, you can also directly join the group that has been started on the product details page, and wait for delivery after the group is successfully formed.

【Group Free】

Positioning: To retain new users and encourage them to place their first order. Everyone knows that the retention rate of new customers is much higher than that of newly registered users. Therefore, for newly registered users, the platform can directly give the user a free coupon for the group leader.

How to play: Users who have a free coupon for the group leader can click on the free coupon in [My Card Coupons] to enter the product list, select the product they need and place an order directly. This coupon can be used to offset the amount payable for the product, which is equivalent to starting a group for free. Next, the user who starts the group needs to invite friends to join the group. For example, if there are 3 people in a group, the group leader needs to find 2 friends to pay and join the group before the group is successful. The group leader can then get the product for free.

2. New gameplay of group draw upgrade - quickly attract fans and fission without bubbles

【Business Group】

Positioning: It is a new group-buying marketing model of "no harm to personal connections, just participate and earn money". Consumers can obtain their favorite products or get additional participation rewards by participating in the platform's group-buying activities; thereby increasing the user activity of the platform and achieving double fission of users and sales.

How to play: There is no restriction on new and old users to start and join a group. After a group is formed, a lucky draw will be held. The lucky user will receive the product, and the remaining users will be automatically refunded and given coupons. This form of group buying is more popular among users because there are fewer participants, 2 out of 5 people win, and 3 out of 10 people win. The high winning rate will increase user enthusiasm, and even if they don't win, they can still get shopping coupons. Overall, winning users will get greater benefits, and non-winning users will not feel too disgusted, and coupons can also be used to stimulate user consumption. There are also situations where the team leader is bound to win or the team leader is bound to fail. If the team exceeds the time limit, the system will replace the team with a robot.

【National Shopping Group】

Positioning: The model combines the currently popular "social e-commerce" and "group buying gameplay". Through a more humane reward mechanism, it maximizes the profits from product sales and benefits the users who participate in group buying. While encouraging users to participate and share, it can also drive sales of platform products and achieve a "win-win" effect.

How to play: It stimulates the activity of consumers, sharing fission, user retention, and increases user stickiness. Consumers not only get products but also make money. The first point of this model is to give consumers the feeling that the activity is a group lottery. The winners get products, and all the money they spent on group buying is returned (unlocked for the next group or daily dividends). Those who did not win will be rewarded with red envelopes by the platform, and all the money they spent on group buying is returned (a one-time return).

For merchants, group buying can not only expand a large number of real transaction customers in a short period of time, but traditional group buying activities require the help of the platform and the payment of expensive advertising fees. Now, merchants can use altruistic marketing plans, such as distribution, member profit sharing, team dividends, raffles, flash sales and other marketing functions and various reward models to independently launch group buying activities on the company's WeChat public account, and no longer need to share profits with traditional group buying platforms. Moving the marketing model of offline channels to online investment promotion, for consumers, the opportunity to experience super low discounts in group buying is not only a way of life but also the fun of life. This is also the reason why users are keen to share and discuss product and merchant information with friends.

-END-