Analysis of Pinduoduo's Money-Saving Monthly Card Activity

【Case Name】Pinduoduo Money-Saving Monthly Card

【Case Industry】E-commerce

【Case Objective】Attract new customers, retain customers, and convert customers

【Case tags】Raffle, group buying, membership system, refined operation

【Purpose of Disassembly】Understand the membership systems of major e-commerce companies

1. Case Name

Pinduoduo Money Saving Monthly Card

2. Case Industry

E-commerce

3. Case Objectives

Attract new customers, retain customers, and convert customers

4. Case Label

Lottery, group buying, membership system

5. Case Path

6. Product highlights and reusability

The overall framework of Pinduoduo's membership system

The way to activate the membership card is slightly different from other platforms. There is an additional lottery link, and it only costs 3 yuan to activate it. There is also a more detailed point. If it is not used within 31 days, a full refund can be made (regardless of how much money was spent to activate it). If it does not return the original cost, the difference can also be refunded. This enhances the user's sense of trust, so that users have no worries, and encourages users to purchase as soon as possible, including guiding users to share the membership activation page later, just click on it with friends. The activation price for different people is different. Some are 6.9 yuan for two months, 5.9 yuan for one month, and of course there are 29.9. The activation price of Pinduoduo's membership card may be determined according to the different levels of users, and it is not uniform;

Privilege 1: Daily God Ticket

Daily God Ticket Analysis

1. For ordinary monthly card users, daily coupons can be said to be the most practical. They are the most practical rewards with the lowest threshold obtained by spending money. They can be used directly without inviting friends, friends' help, or completing tasks. You can use coupons by purchasing directly. In addition, coupons for all platforms can be combined for payment, which can be said to be very favorable.

2. The 144-yuan coupon for all platforms is in sharp contrast to the price of a monthly card, making users feel that they have gotten a great bargain. This approach is particularly suitable for price-sensitive users.

3. The 5-yuan store-wide coupons available every week can help most users make back their investment and keep them in mind, at least allowing them to return to Pinduoduo every week. The average order value can be increased through discount coupons and group-order coupons (20% rebate of the actual payment amount), as well as redirection to designated products, which can direct traffic to corresponding platform merchants and empower the brand, which is of relevant benefit to both B-end and C-end users.

4. Every evening at 8 o'clock, coupons worth 20 yuan or more will be released. At 8 o'clock in the evening, most users are relatively free and have time to do this, so a large number of users will open Pinduoduo at 8 o'clock to grab coupons. Of course, grabbing coupons may be incidental. After all, uncertainty is only one of the motivations for opening Pinduoduo, so multiple means need to be linked, and there are also small games such as Duoduo Orchard and Ranch to take up users' time.

Universal coupons for all events

User Path

Universal coupons for the entire venue - > Get coupons - > Click to use - > Monthly card selections - > Select products - > Purchase

The user's purchase path is very smooth, short, and clearly classified. Users can quickly choose the products they want, greatly reducing the user's usage cost and time, and jump to the list of products selected for the monthly card. The user is stimulated by the preferential amount and feels the preferential strength of the monthly card.

Rules of Use

You can get 24 tickets per month, 6 tickets per week, and one ticket per day. You cannot get them after the expiration date. They are valid for 1 day after they are received. If you receive them for 5 consecutive days, you will get a 10 yuan coupon.

1. Assuming that you want to redeem all the coupons, you need to log in to Pinduoduo at least 24 days later. In this way, users are constantly recalled to Pinduoduo. In this process, they have been tempted many times by Pinduoduo's pop-up red envelopes and group buying. And it is set that the coupons will not be redeemed after the expiration date, and they are valid for use within 1 day after redeeming them. By taking advantage of the user's loss aversion, users are prompted to place orders to purchase goods. This guidance is relatively applicable to price-sensitive users, who are more cost-conscious. Users have always cherished things they paid for, so users can develop a habit.

2. There is also a sign-in link for the general coupons. During the validity period of the monthly card, you can get a 10-yuan coupon by signing in for 5 days. The multiple benefits make users return to Pinduoduo and make full use of the loss aversion psychology. Of course, according to Pinduoduo's routine, the 10-yuan coupon may also be a pit from the user's perspective. After all, there is no detailed explanation, and the actual value may not be great. However, through page design, users may ignore the usage threshold, thereby magnifying the value of 10 yuan.

Reusable

1. Set up corresponding rules to distribute rewards to users every day, recall users to the product, let users develop the habit of opening the product every day, and push the products that users want to buy through various pop-up windows based on user data, giving users reasons to buy and reducing user operation costs.

2. Set up multiple rewards. Greed is human nature. For rewards, users want more, the better. Collecting coupons is combined with signing in. At the same time, additional rewards are added when the sign-in threshold is reached. It is necessary to give users N benefits of coming to the platform.

Page Design

In the page design of the daily coupons, numbers and short copy are used to make it easier for users to read and reduce reading barriers. The usage of each coupon every week is clearly displayed, and users are given additions to tell them how much money they can save each week. Unused coupons will turn gray, giving users a strong visual impact and a strong sense of perception. It can be said that it is closely linked, constantly using various channels and methods to keep users active, and through various activities, discounts, and pop-ups, guide users to place orders and convert users.

Reusable

1. Short copy + number design can also be used in the page design of detail pages, posters, etc., which is intuitive and clear, making it easier for users to read and reducing reading barriers.

2. Through page design, users can have a strong sense of loss and take full advantage of their loss aversion

Group order coupons

User Path

Group order coupons - > Get coupons - > Go to group order - > Specify area - > Select product - > Purchase - > Get no-threshold coupons (valid for 1 day)

Usage Analytics

1. The 20% discount coupons for group purchases are actually 20% discounts, but in a different form. They are used to reduce the amount of money paid and give users a sense of gain.

2. The maximum rebate of 20 yuan is to control costs; the coupon is valid for one day, which makes users feel a sense of urgency. In order not to waste the coupon, users may place an order. At the same time, it is combined with other types of coupons, and the products selected in the designated area are all daily necessities that users urgently need. Even if they don’t need them now, they will still use them. That is, it gives enough discounts and gives them reasons to buy.

Reusable

1. The same thing or the same sentence can be expressed in a different way. For example, a 20% discount can be given, and 20% of the actual payment amount can be returned. By distributing coupons without any threshold, users can have a sense of gain. At the same time, setting a one-day time limit can also encourage users to return to the product for consumption.

2. E-commerce platforms should not only provide users with sufficient benefits to place orders, but also give users reasons to convince themselves to place orders. In order to allow users to place orders as soon as possible and reduce decision-making costs, they must choose products that meet users' needs or are useful in daily life.

Privilege 2: Subsidy Privilege

User Path

Subsidy privileges-》Red envelope lottery (up to 50 yuan)-》Open the red envelope immediately (randomly open X yuan, X>30)-》Go to group order and you can open up to 50-X yuan-》Select group order products to open the red envelope-》Payment successful

Rules of Use

Users need to complete the designated group-buying task on the current page (the group-buying task is considered completed only after the group-buying is successful) before they can open the red envelope and receive the reward. The red envelope must be opened within 24 hours, and the user will receive coupons with a total value equal to the red envelope amount.

Privilege Analysis

1. Combine the 10 billion subsidy with discounts. Among all the products with subsidy privileges, the red envelopes opened by the 10 billion subsidy are the highest, with a reward of x2. This benefit is promoted with the help of the 10 billion subsidy, telling users that they can also buy big-brand products with a monthly card. Therefore, the target users of this benefit are users who have certain requirements for product quality and need discounts.

2. In areas with 10 billion yuan in subsidies, the maximum amount that can be opened from the red envelope is 10-15 yuan, which means that the user needs to make 2-3 purchases within 24 hours. The amount of the red envelope is linked to the payment amount, and corresponding products are recommended based on the user's purchasing habits.

Reusable

1. Avoid cold start for users by giving them a 50 yuan red envelope reward. Through the game, users can get 60-80% of the large red envelopes. Give users a wave of rewards first to get them closer to the finish line. In this way, users are clearly told that the difficulty is reduced and the red envelope rewards are within reach, and they are guided to take the next step.

Privilege 3: Free of Charge

User Path

Ordinary group order

Select product -> place order, order amount is greater than 25 yuan -> payment -> confirm receipt -> random draw for 15 orders -> coupons issued

Speed ​​up ordering

Free order privileges - > Select the acceleration field - > Select the product - > Place an order, the order amount is greater than 25 yuan - > Payment - > Confirm receipt - > Random draw for 15 orders - > Issue coupons

Rules of Use

After completing 15 orders and receiving all the goods, you can randomly get one free order from the participating free orders. If the order amount is greater than 25 yuan, you can choose the accelerated field, one order will be counted as multiple orders, and it will be issued in the form of a no-threshold coupon, with the maximum amount not exceeding 50 yuan

Privilege Analysis

1. The name of this benefit is the free-order privilege. First of all, the word "free-order" can attract the user's attention. As long as they are monthly card users, the coupons of other benefits used in daily purchases can also be counted into the number of free orders. By enticing users to place orders through free orders, it is a superimposed benefit for users. In order to promote user activity and average order value, low-frequency users can be turned into high-frequency users, and high-frequency users can be rewarded. Therefore, this privilege is for medium and high-frequency discount demanders. In the acceleration field, there are 10 billion subsidies for genuine big-name products. For users with higher requirements for product quality, there are also hot-selling products to meet the needs of price-sensitive sinking users.

2. If the order amount is greater than RMB 25, control costs. The platform designs the number of orders and the order amount to raise the threshold for free orders. However, set up an acceleration field to reduce the difficulty of free orders. Through clear rules, users can have psychological expectations, making the entire activity less monotonous. At the same time, users can be directed to various activity areas to monetize traffic.

3. Requiring users to confirm their receipts before participating in the lottery to get a free order can help merchants get their funds back as quickly as possible while also cultivating users’ trust in the platform, killing two birds with one stone.

4. In the acceleration field, in addition to directing traffic to various types of special events, such as the ongoing 10 billion subsidies, the current autumn fashion, the school season, etc., we also direct traffic to merchants who are in urgent need of clearing out their goods that are about to be out of season and cannot be stored for a long time. While allowing C-end users to enjoy discounts, we also allow B-end users to clear their goods as soon as possible and return funds.

Reusable

1. Give users clear goals and certain psychological expectations, and guide users to take actions with clear incentives and uncertain incentives to increase fun, such as getting 1 free order for every 15 orders.

2. Give users higher benefits (accelerators) to drive traffic to the main promotion activities/pages and guide users to take specific actions through user incentives

Privilege 4: Large coupons

User Path

Large coupons-》Share to receive-》Invite friends-》Friends help to meet the requirements-》Lucky draw-》Use coupons within 1 day

Rules of Use

Invite a specified number of friends every day to get the qualification to receive the coupon on the same day. The specific number is subject to the pop-up window. You can receive one large coupon every day, and a maximum of 5 coupons per month.

Voucher limit

Users can receive 1 large coupon per day, and a maximum of 5 coupons per month

Click to help rules

Users can help 2 different friends once a day, and can receive help from the same friend twice within 7 days.

Card opening assistance rules

A user can only accept a card opening from the same friend once

Voucher Rules

Large-value coupons must be used within the validity period of the monthly card, and the coupon period is 1 day

Privilege Analysis

1. Guide users to share through interpersonal relationships through large discounts, which enhances the exposure of the monthly card and can convert them into monthly card users through extremely preferential prices, thereby acquiring new users and increasing the social relationship chain of user investment.

2. Control costs through limited-time lucky draws and specific selections. Make users feel a sense of urgency through limited-time conditions, and the sunk costs of inviting friends and winning lucky draws before. All aspects encourage users to place orders as soon as possible to achieve conversions.

3. The threshold for using this privilege is quite high. It takes at least two steps to invite three friends to help and participate in a lucky draw. At the same time, the value of large coupons is also relatively high. Therefore, it can be inferred that the target users of this privilege are low-income users in fourth- and fifth-tier cities who have low incomes, have time, and are willing to use their interpersonal relationships in exchange for privileges. Through the form of helping, the monthly card can be spread among this user level.

Reusable

1. Attract users to participate in activities through large discounts, combine gamification, and set relevant condition thresholds to avoid being cheated, and control costs to achieve operational goals

2. Identify the target users, find their circles, and think about how users can spread the activity in this circle, enhance the spread of the activity, and make the activity explode

To be optimized

1. The rules distinguish between click-through and card-opening assistance, but the instructions for receiving coupons of different denominations are not clear. Even if users participate in the event, they are still confused and don’t know whether they need friends to click on them or to open a card.

Solution: Analyze whether coupons of different denominations require click-through or card opening assistance, and mark them in the pop-up window; or change it to a single click-through assistance and transfer the card opening assistance to other benefits.

2. Coupons with different thresholds and different denominations all require three friends to help, which does not form differentiation. Ordinary users want greater benefits, and most users flock to higher denominations, thus reducing the probability of winning.

Solution: Set different thresholds for coupons of different values. Users must make equal contributions to the platform based on how much benefits they want to obtain.

Privilege 5: Free Trial

User Path

Free trial -》Select product -》Free collection -》Select delivery address -》Success rate doubled for a limited time (induce users to share group chat) -》Complete tasks to rush to the top -》Check application results at 13:00 the next day -》Application successful -》Delivery

After clicking on the free gift, the user is asked to choose the delivery address, which can easily make the user mistakenly believe that the product can be directly received. This behavior makes the user very interested in and pays attention to this benefit, which is more conducive to inducing users to share later, even if they find that the product is not available later.

Rules of Use

The activity is in the form of a leaderboard. The more tasks you complete and the more people you surpass who are participating in the activity at the same time, the higher your success rate will be. You may be surpassed by others even after your success rate increases. You can apply for up to two activity products per day.

Equity Analysis

1. The name of this benefit is free trial, no need to return. The word "free" can attract the attention of most users, let users participate in the event, and take advantage of the greed of users. Therefore, it can also be inferred that the target users of this benefit are low-income users in fourth- and fifth-tier cities who have low incomes, have time, and are willing to use their interpersonal relationships in exchange for benefits. They are the same as the target users of the 4 large coupons of the benefit. Through this form of assistance, the monthly card can be spread among this user level.

2. In terms of product selection for free trials, a large number of new products are launched every day. The product selection revolves around food, clothing, housing, transportation, men, women, old and young, covering the daily life of all genders and age groups. Different quantities are set for goods of different values, and the tasks are slightly different. Compared with large coupons, users feel that the free trial benefit is easier to obtain, and at the same time, they have a stronger sense of participation. The design of this benefit is full of human routines.

3. Page Analysis

1) The current success rate is only 3%. The pop-up text describes "Invite 1 friend to open a monthly card, and the success rate will reach 100%." ​​In many activities of Pinduoduo, such as bargaining, it is uncertain how much you can bargain. Ranking is originally an uncertain thing, but it is described as a certain thing here, giving users the illusion that they will definitely get a prize if they invite a friend to open a monthly card. It makes full use of users' fluke mentality and induces users to invite friends to open monthly cards.

2) Hourly rewards. As the name suggests, at the hourly time, you can get rewards for more than xx people. Generally, this value will be very large, depending on the number of people participating in the free goods. It is almost close to the number of people in front of you, which makes users feel that they still have a chance and continue to participate in this reward, stimulating users to return to Pinduoduo at different times of the day.

3) The design of the progress bar, the 3% success rate accounts for 60% of the progress bar, and is infinitely close to 20%, making users feel that it is within reach, enhancing users' confidence in getting prizes, and guiding users to complete tasks; there are two types of tasks here, the first is to invite friends to open a card, the purpose is to convert more non-monthly card users; the second is to browse the store and divert traffic to the store. Since the user chooses to use this product for free, this product is likely to be needed by the user, so the store selection below also pushes the same type of products with different prices to convert as many users as possible

4) 100% trial success. The activity of rushing to the top is unpredictable and uncertain. The design of 100% trial gives users clear threshold tasks and results, allowing users to complete them. The combination of the two modes gives users more choices.

Reusable

1. First, we need to identify the target users of the activity, analyze them, understand the psychology of this user group, and select products with different thresholds for this user group, so that users can choose different products to participate in the activity according to their own habits and actual conditions, and design the activity process copywriting, etc.

2. In ranking and competitive activities, all users should always feel that they still have a chance so that they will not give up the competition. Triggers should be set to make users return to the activity and pay attention to their ranking and activity status at all times. Reusable means should be used to reward users at specific times (infinitely close to prizes), close user behavior loops, and set simple tasks.

3. The ranking activities here are simply upgraded versions of ordinary ranking activities. The ranking of the ranking is based on the values ​​generated by the core behaviors of the active users. For example, the distribution activity is based on the distribution amount, or the number of invited friends. The energy of Ant Forest is ranked, with real-time feedback. The gap is visible to the naked eye. Users know very well who are the top users. At the same time, users who are too far behind have no motivation to compete. The 80/20 rule is more about encouraging the users in the front to compete with each other. Ranking activities are also ranked according to the values ​​generated by the core behaviors of users, but the ranking part is hidden. You cannot see the users ahead of you. There is only a number, so there is a lot of room for operation. Because it is unknown, it is full of possibilities. Therefore, you can guide users to perform low-threshold behaviors (which users can do at any time, such as returning to the activity on the hour) to allow users to obtain a super high success rate, greatly reducing the gap in ranking, attracting users, and allowing users to return to the activity. The effect of reusing it to regional activities may be better. The offline scope is smaller, the circle effect is more obvious, it is easy to break out, and it is easy to reflect the authenticity of the activity. For example, before users receive their rewards, guide users to share in their circle of friends (highlight moments) to increase the authenticity of the activity, and use user testimonials to dispel doubts about the authenticity of the activity among other users who are not on the list.

VII. Conclusion

1. This is Pinduoduo's monthly spending card, which is everywhere and guides users to consume through various means. Buying this card will not only not save money, but will also cost more money. At the same time, the monthly card is also a magic weapon for Pinduoduo to harvest in both directions. On the one hand, it improves the active retention of C-end users, guides users to place orders, convert, and induce sharing to convert ordinary users and attract new users. On the other hand, it guides traffic for B-end merchants, promotes brands, and converts stores, charging merchants advertising fees and traffic fees.

2. The entrance to Pinduoduo's monthly card is hidden deep. For most activities, you must go to the monthly card user homepage to find the corresponding rights and interests to participate in the activity. Pinduoduo's more obvious and limited entrances do not have an entrance to the monthly card.

3. Build user trust. There are many details in Pinduoduo's monthly card that make users trust the card. When opening the card on the homepage, it is specifically emphasized that a full refund can be made if the card is not used within 31 days (regardless of how much money was spent to open it). If the original investment is not recovered, the difference can also be refunded, which enhances the user's trust. Secondly, the effect of the 10 billion subsidy campaign is used to enhance the user's trust in the product. In addition, the copywriting on many pages clearly mentions "instant refund" and "must be returned", and other users' testimonials are summarized to increase trust.

4. The monthly card is simple and crude to use. Compared with Taobao's Double Eleven various subsidies, discounts, and red envelopes, it is much simpler. In addition, different rights and interests are targeted at different groups of people, which can meet the needs of each group of people. It focuses on attracting new users (converting non-monthly card users into monthly card users, and at the same time, converting non-Pinduoduo users into monthly card users in the sharing process and becoming Pinduoduo users); active retention. In the design of coupons, users almost return to Pinduoduo to receive coupons every day. Secondly, there are timed red envelopes and accelerators. Design, through various task props activities to improve user activity and retention; conversion, all of Pinduoduo's privileges are designed to make users spend money, and the coupons obtained through activities are also limited in time, and combined with the user's data on Pinduoduo, reasonable products are recommended to users.

8. Points for consideration

1. When disassembling cases or designing activities, the word "user" is often overlooked. In different industry scenarios, what are the user roles? Especially for B2C platforms, there are actually two types of users, one is the C-end consumer user, and the other is the B-end merchant user. However, in case disassembly, it is often easy to ignore the B-end user. Of course, some activities are only for the C-end, but there are many activities that seem to only involve the C-end, but are also related to the B-end. Of course, this is related to the fact that we disassemble the case as a C-end user, so when disassembling cases or designing activities, we must first clarify which target users are and then disassemble them one by one.

2. Understand human nature. After fully experiencing the Pinduoduo monthly card, the most profound feeling is that it makes full use of human nature. No matter which activity link, users feel that they always have a chance; let users feel that they have got a bargain, and tell users all the time how much money they have saved by using the monthly card, and how much more money they can save. And through the page design, users are given a feeling that they will lose a lot if they don't buy it.