Payment system design: How does Yingke guide users to pay for the anchors step by step?

Two days ago, Fu Yuanhui made her first live broadcast on Yingke , breaking the historical record of tens of millions of viewers with her "supernatural power". Yingke’s investors and the anchors on the Yingke platform have all become Internet celebrities . No matter where you are and when, as long as you have headphones and a mobile phone, the world is your live broadcast platform. When it comes to platforms, we cannot avoid the eternal topic of traffic monetization. In addition to reaching out to topical groups and directly meeting the entertainment needs of young people in their spare time, how does Yingke guide users to pay for the anchors step by step?

1. Set the user’s consumption platform on WeChat service account

1. Preferential mechanism for differentiated treatment

Yingke will give extra diamonds to users who make first-time recharges or make large recharges.

The first recharge gift of diamonds is only available for WeChat service accounts and Android platforms. In addition, in the large-amount recharge and gift activities, Inke has also set up a larger recharge amount and a higher proportion of gift mechanism on WeChat service accounts and Android platforms, guiding users to pay attention to WeChat service accounts from the perspective of preferential strategies and avoid the high deduction rate of IAP. At the user operation level, Yingke will also set up guiding messages at each user touchpoint to consciously direct payment traffic to the WeChat service account.

2. Cash withdrawal function realized through WeChat red envelope

For anchors who need to withdraw cash, Yingke will require them to bind their WeChat account and guide them to the WeChat service account to receive cash red envelopes .

Currently, no fees are charged for WeChat corporate payments (corporate red envelopes). For Yingke, it can not only save the next cash withdrawal fee, but also through the binding of the anchor’s WeChat and its service account, Yingke can also concentrate the diamond purchasing behavior generated by the anchor’s "debt of favor" to the WeChat service account, and further expand Yingke’s influence through the communication power of its circle of friends.

2. Smart account settings to increase balance consumption conversion

3. Set up different account exports

After users recharge, they will enter Yingke’s huge points system. Its account system is divided into two sets, one is the diamond account and the other is the Yingpiao account . When the audience sends props, diamonds are deducted; what the anchor receives is not diamonds or props, but movie tickets converted from diamonds.
For the diamond account system, its only export is the consumption of props, that is, the only use of diamonds is to purchase props . The corresponding Yingpiao account has two exits: one is for the anchor to withdraw cash (i.e. entering the operation system of the WeChat service account), and the other is for exchanging diamonds (i.e. returning to the diamond account system and directly converting it into secondary consumption) .
The advantage of the two-account system is that, on the one hand, the withdrawal function is limited to the accounts of special roles. That is, only after becoming a host can one open an Yingpiao account and be eligible to withdraw cash . On the other hand, it also guides and diverts the user's conversion path. If the user is only an audience, he only has the function of recharging and consumption. If the host does not bind WeChat withdrawal, he can also redeem the Yingpiao for diamonds again and continue to circulate between the two accounts .

4. Use the exchange rate to control operating costs

In view of the dual account and prop system, Yingke has set up a complete set of conversion rules, which are roughly as follows:

• Top-up: 1 yuan —> 10 diamonds
• Tip: 10 diamonds -> 10 movie tickets
• Exchange: 8 tickets -> 3 diamonds (only for streamers)
• Withdrawal: 32 tickets –> 1 yuan (only for anchors)

Let's take a simple example. Xiao Ming used 32 diamonds to buy 32 Sakura Rains for the anchor Xiao Tian. What Xiao Tian actually got was 32 movie tickets. Xiaotian can exchange these movie tickets for 12 diamonds, or exchange them for 1 yuan through cash withdrawal. If Xiaotian withdraws money, the Yingke platform will generate actual income of 2.2 yuan; if Xiaotian exchanges these Yingke tickets for 12 diamonds and buys 12 cherry blossom rains to give to the anchor Xiaohong, the amount that Xiaohong can get after withdrawing money is about 0.4 yuan.
By analogy, the profit sharing ratio between the anchor and the platform is approximately 1:2. It is basically impossible for the anchor's Yingpiao account and the user's diamond account to be an integer multiple of 32. Even if there is only 1 yuan in the accounts of 10 million users, Yingke can still obtain part of the profit from the small amount of residual net profit.

5. Experience value system closely linked to user consumption line

In view of the dual account and prop system, Yingke has set up a complete set of conversion rules, which are roughly as follows:

• Top-up: 1 yuan —> 10 diamonds
• Tip: 10 diamonds -> 10 movie tickets
• Exchange: 8 tickets -> 3 diamonds (only for streamers)
• Withdrawal: 32 tickets –> 1 yuan (only for anchors)

Let's take a simple example. Xiao Ming used 32 diamonds to buy 32 cherry blossom rains as gifts for the anchor Xiaotian. What Xiaotian actually received were 32 movie tickets. Xiaotian can exchange these movie tickets for 12 diamonds, or exchange them for 1 yuan through cash withdrawal. If Xiaotian withdraws money, the Yingke platform will generate actual income of 2.2 yuan; if Xiaotian exchanges these Ying tickets for 12 diamonds and buys 12 cherry blossom rains to give to the anchor Xiaohong, the amount that Xiaohong can get after withdrawing money is about 0.4 yuan.

By analogy, the profit sharing ratio between the anchor and the platform is approximately 1:2. It is basically impossible for the anchor's Yingpiao account and the user's diamond account to be an integer multiple of 32. Even if there is only 1 yuan in the accounts of 10 million users, Yingke can still obtain part of the profit from the small amount of residual net profit.

Ever since Zhang Xiaolong shouted the slogan "No matter how small an individual is, he or she can have his or her own brand", content, sharing and traffic have become synonymous with commercial capabilities. As the saying goes, "all traffic that cannot be monetized is hooliganism." The huge payment system of Yingke APP is just the tip of the iceberg for most users. The payment channels, payment experience, and even the account system designed around payment are the driving force behind users' payment and repeated consumption.

A well-designed payment system must be a complete system that does not require any subsidies and allows users to pay willingly. Therefore, in the face of explosive growth in content and traffic, scientific and sophisticated payment system design has become an indispensable part of all platforms.