Case Study: Analysis of Jiliwawa’s Distribution System

Jiliwulala is an online children's enlightenment education brand. Its course development is led by Harvard Teaching Research, and it cooperates with Penguin Random House, Walt Disney, Oxford University Press, etc. to provide professional, interesting and systematic enlightenment education products for children aged 0-8, as well as animations, picture books and other educational content with the study partner "Guagua" as the protagonist, to accompany children to grow up happily.

1. Overall business logic

1.1 Products

Jiliwulala is an online children's enlightenment education brand. Its course development is led by Harvard Teaching Research, and it cooperates with Penguin Random House, Walt Disney, Oxford University Press, etc. to provide professional, interesting and systematic enlightenment education products for children aged 0-8, as well as animations, picture books and other educational content with the study partner "Guagua" as the protagonist, to accompany children to grow up happily.

Since its establishment in 2014, Jiliwulala has gained the trust of more than 50 million families, with more than 2 million paying users, covering more than 500 cities across the country, and has obtained multiple rounds of financing from well-known investment institutions such as Tencent, Sequoia Capital China Fund, BAI Capital, Zhixin Venture Capital, Gene Capital, Yonghua Investment, and Zhen Fund. It just received nearly 100 million yuan in Series C financing at the beginning of 2021.

Jiliwulala is an online English enlightenment brand for children, with two flagship App products: Jiliwulala and Guagua Reading. Jiliwulala is a systematic AI English enlightenment course developed for Chinese children aged 0-8. It combines original content such as nursery rhymes, animations, and games with AI technology to provide children with a scientific and interesting English enlightenment experience, laying a solid foundation for future English learning.

It is reported that Jiliwawa Thinking has been launched, starting the battle to expand disciplines.

1.2 Traffic

① Nearly 80% of Jiliwala’s growth currently comes from referrals, and it has formed a mature distribution system;

② In addition, Jiliwulala also places information flow advertisements, and the content is basically low-priced trial classes.

1.3 Monetization

Core business: AI tutoring

Other business: low-cost trial classes

2. Case path sorting

2.1 Case Introduction

Jiliwulala has its own distribution system, equipped with an independent WeChat public account (Jiliwulala Promotion Ambassador), and uses the WeChat public account menu bar as the distribution entrance, event release entrance, and rules and regulations explanation, etc.

Jiliwulala's distribution system can realize many functions, such as: fan locking mechanism, generating trial class and large class posters, generating group purchase posters, redeeming diamond products, checking promotion performance and number of invitations, and pop-up order reminders on official accounts, etc.

On March 12, Jiliwala made some adjustments to its promotion ambassadors:

(1) Jiliwawa promoter joining mechanism

The entry threshold has been raised: you need to have purchased the Jiliwulala Guagua English course and promoted a 9.9 yuan trial class. Previously, it was an application system and there were basically no such thresholds.

Judging from this change, Jiliwulala intends to carry out refined management of promotion ambassadors (which will be reflected in the later disassembly process). By setting thresholds, it can screen out some users whose willingness is not very strong.

(2) Jiliwawa promoter lock-in mechanism

Increased the effective time of powder lock: from 6 months to 2 years.

After raising the entry threshold, the subsequent "promotion ambassadors" are users with strong willingness and loyalty. For these users, Jiliwala also gives them incentives to extend the fan lock-in period to increase their enthusiasm.

(3) Jiliwawa promoter level and commission mechanism

There is no commission for Jiliwawa’s trial class, only Jiliwawa’s system class has commission. The commission is determined according to the promoter's level. There are two levels of Jiliwulala promoters, ordinary promoters and partners. Ordinary promoters can only get 20% commission. Ordinary promoters can be upgraded to partners when sales reach more than 10,000, and the partner's commission is upgraded to 30%. Moreover, ordinary promoters can only get repurchase commissions during the operation period, while partners can get repurchase commissions for locked fans.

Although Jiliwulala promoters do not receive any commission for promoting the 9.9 yuan trial class, they will be given diamonds. If you successfully promote one 9.9 trial class to “effective fans”, you will be rewarded with 500 diamonds. If you successfully form a group, you will be rewarded with 2,500 diamonds, which can be exchanged for generous gifts in the Diamond Mall.

(Because of the setting of the entry threshold, the pictures are borrowed from the pictures shared by "Terracotta Warriors" in Bird Brother's notes, including the pictures of the promotion center at the back)

(4) Jiliwawa promoter operation mechanism

Jiliwulala promoters adopt an application system and can apply on the WeChat official account. After a successful application, the promoter will be reminded to add his or her team leader. After adding the team leader, the team leader will pull the group into the boot camp. Through the operation of the boot camp team leader (part-time), welfare activities will be used to stimulate the boot camp members to participate in promotion experience classes and challenge the promotion of 8 experience classes. If you promote more than 8 orders, you can enter the elite camp, which is staffed by Jiliwulala’s operators.

2.2 Path Decomposition

“Promotion Ambassador” joining path:

After the application is successful, the promoter will be reminded to add his or her team leader. After adding the team leader, the team leader will pull the group into the boot camp, and through the operation of the boot camp team leader (part-time), welfare activities will be used to stimulate the boot camp members to participate in the promotion experience class.

2.3 Deconstruction of the Addiction Model

Here I am more inclined to how Jiliwawa encourages "promotion ambassadors" to share. I chose the addiction model to break it down.

2.3.1 Trigger

In the promotion center, the progress bar setting and reward description on the homepage, as well as the "Generate Poster" button at the bottom of the activity page, trigger users to share everywhere.

2.3.2 Action

Here we can use the action capability model B=MAT to analyze

M-Power

1. Promotion ambassadors can be upgraded to partners when their sales reach RMB 10,000 or more. The partner commission will be upgraded to 30%, and they can enjoy more professional 1V1 sales training to encourage users to share more.

2. After entering the recruit camp, the battalion commander will lead the group. First, everyone will be introduced, then there will be sharing from powerful promoters, and thirdly, you can enjoy some incentive and welfare activities. More importantly, you can enjoy the qualification of ground promotion, and promoters will be provided with ground promotion materials.

A-ability

1. If you buy courses from the Promotion Ambassador, you can enjoy three gifts:

①First, take a free trial class worth 199

② A teaching aids gift box worth 99 yuan will also be given

③Purchase the regular course and get a great gift! !

This is equivalent to giving the "promotion ambassador" additional "benefits", making users more willing to accept the promotion ambassador's invitation.

2. In the recruit camp, the team leader will promote the new product. First, he will promote the event. For example, you can get 500 diamonds by directly promoting it for 9.9 yuan. You can choose to form a group of 3 people to get 2,500 diamonds. Newbies can also challenge 8 orders to get the "Thomas Picture Book" reward, 12 orders to get other physical items, and 20 orders to get more physical items. In addition to this, we provide promotional materials from time to time every day, including copywriting, pictures and videos. Of course, teachers will also use red envelope incentives on their own, with a red envelope of 1.88 yuan per order, and update the chain list in a timely manner.

T trigger

After joining the community and inviting friends, the official account will be pushed.

2.3.3 Variable rewards

1. 9.9 yuan direct promotion can get 500 diamonds. Promoters can use the group mechanism to find two people to join the group to get 2500 diamonds;

2. A step-by-step reward mechanism, such as Jiliwala’s New Year event, where you can get a picture book for 9.9 yuan for 6 orders, a picture book + a Jiliwala doll for 9.9 yuan for 12 orders, and a picture book + a Jiliwala doll + a flip book for 9.9 yuan for 24 orders;

3. Ranking reward mechanism, such as weekly diamond gift in the elite camp, the top 3 orders will receive diamonds;

4. Update the Diamond Mall gifts from time to time, add some new products that are not available and the physical items that parents want;

2.3.4 Investment

During the participation process, users have invested time, and because they can become "promotion ambassadors", they have at least successfully promoted one trial class. In the subsequent process, they may receive agency commission rewards and brick rewards.

3. Product highlights and reusable features

1. The high-threshold access mechanism allows Jiliwulala to more accurately target users with high sharing intentions. For these users, Jiliwulala adopts training camp method to provide training and provides cost-effective sharing and picture materials. This will enable the "promotion ambassadors" to have a higher success rate in sharing, while at the same time their own maintenance costs can be effectively controlled.

2. In addition, Jiliwawa's rules and mechanisms are very complete, covering all kinds of promotion red line behaviors, which can effectively restrain behaviors such as random pricing and grabbing orders, so that promoters can get more orders.

3. Jiliwulala provides many benefits to "promotion ambassadors", allowing users to get more rewards by purchasing through them. This is actually a very clever method, because these costs are originally intended to be invested in attracting new users, but you need to lay the traffic yourself. However, by giving this part of the benefits to the "Promotion Ambassadors", we can use the traffic of the "Promotion Ambassadors" to carry out fission, and for the "Promotion Ambassadors", it can more effectively motivate them to spread the word.

4. To be optimized

1. In terms of threshold setting, users must purchase the Jiliwulala Guagua English course and promote a 9.9 yuan trial class before they can join, which blocks too many users. Is it possible to exchange the Jiliwawagua English class for any full-priced class? This will lower the threshold and also serve as a screening method.

2. Currently, Jiliwawa's distribution system is only used for personal distribution, and is not suitable for some distribution teams, resulting in a lot of traffic loss. Will you consider setting up a distribution system for the "team" in the future?

5. Personal Thoughts

Because of the threshold setting, you cannot join the community as a "promotion ambassador", so many details and paths cannot be experienced personally. You can only simulate the approximate experience based on other people's previous experiences on the Internet, so many details cannot be described clearly.

But I think Jiliwulala’s distribution system is still worth studying. Whether it is the training of "promotion ambassadors" or the gradient rewards and fan lock settings, it is worth learning from.

Author: Wild Operation Community

Source: Wild Operation Community (dugu9bubai)