5 major growth models for user fission!

What do you think of when you mention fission growth?

Pinduoduo, which is deeply loved by Chinese aunts?

Looking for Jingyefu’s Alipay every Spring Festival?

Or the fission posters that can be seen everywhere in the circle of friends...

I recently took over a new project for a small program. When planning the plan, I analyzed more than 10 common and efficient user growth cases in the past two years.

For to C products, users are not recruited one by one by sales promoters, but rely on the user fission gene of the product itself.

Today, I will briefly share with you the "Five Models of User Fission Growth"

When a user attracts a new user or a new user converts, the user will receive a corresponding reward; if an old user is recalled, the user will also receive a reward.

In order to reduce the difficulty of attracting new users (or recalling old users), it is generally set that both parties can get rewards after the invitation is successful.

For some high-cost rewards, you can set it to display the estimated reward after sharing the invitation link, but the reward will be available only after the conversion is successful.

Classic cases: Meituan Waimai invites new users, mobile game King of Glory recalls friends

▲ Meituan Takeaway’s new customer acquisition mechanism

▲ King of Glory awakens old players

After a user participates in (or completes) a task, he can receive a red envelope when he shares it with others. Similarly, other people can also receive red envelopes on this activity page. This simple operation can achieve the effect of one to many.

Of course, red envelopes can also be coupons (or some kind of user rights). For example, after purchasing an online course and sharing it in the group, you can get a course trial coupon.

Classic case: After placing an order for takeout on Ele.me, you can share it in the group, and everyone (including the sharer) can receive a red envelope. Takeout is a product with a relatively high repurchase rate, so after users receive the red envelope, it can induce them to make a second purchase.

At the same time, a certain person's share is set to be the largest to motivate users to participate actively.

▲ Sharing red envelopes after placing an order on Ele.me

▲ Ele.me’s fission red envelope

Set a single purchase price and a group purchase price for the product (the group purchase price is lower than the single purchase price). When a user wants to buy a product, he or she can enjoy the group purchase price if XX people buy together. This will encourage users to actively share, invite others to participate, and finally enjoy the group purchase price to buy the product.

Group buying generally has two forms: inviting friends to buy a group and matching with the system.

System group buying: If a user does not have any friends to group buy with for a long time after sharing, you can simulate a transaction on the platform to group buy with this user and finally complete the transaction. However, it is recommended that the user actively share and complete the activity process.

Classic case: Pinduoduo

▲ Pinduoduo’s group buying process

The author’s actual experience: It is best to set several phased goals for the support activities, for example, 5 people can get coupons, 10 people can get physical prizes…

Classic case: Bargaining activities and the fission-boosting posters in the circle of friends

▲ The fission poster of the circle of friends

Allow users to enter the event by randomly obtaining a card in some form. At the same time, users can collect corresponding benefits after finally collecting a full set of cards by giving, asking for, exchanging, and completing tasks (achieving fission effect in the process).

This activity process is relatively complicated and is suitable for products with a large user base and high user stickiness.

I have previously used Yiqixiu to plan a Dragon Boat Festival friend-assisted "Zongzi Card Collection" activity, which also incorporated two fission modes: assistance and card collection.

Classic case: Alipay's Five Blessings Card

▲ Alipay collect five blessing cards