Analysis of Alipay 18 Fortune Day Activities

In this article, I will focus on the analysis of Alipay’s 18th Wealth Day event and look at the innovations in fund e-commerce operations with everyone.

Summary

1. Analysis of the promotion of the 18th Fortune Day event;
2. Gameplay analysis;
3. Activity page analysis;
4. Summarize.

1. Analysis of the 18th Fortune Day event promotion

1. Promotional interface

The red and yellow promotional interface can catch people's attention at once, and it will remind people every time that there are red envelopes of 49999 and 8888 to be collected, which is very stimulating for people to click in and take a look.

The theme of the event is "18 Wealth Day | Choose people before choosing funds". 18 means the 18th, and "Choose people before choosing funds" focuses on people, recommending fund managers selected by Alipay rather than individual funds.

Because for actively managed funds, the most critical factor in the fund's performance is the level of the fund manager. The fund manager has a high level of investment and can bring better returns to investors after experiencing challenges in different markets.

In other words, as we often say, when looking at active funds, you must first look at the people . If the people are right, the funds will generally not be bad.

This time, Alipay's activity is based on this idea. This is quite different from the practice of other platforms promoting funds.

2. Rewards

"5 red envelopes worth 49,999 yuan", on the initial interface, 49,999 yuan was repeated (emphasized) 3 times. With such a huge reward, I think most people would be eager to receive it. When I saw it, I was immediately attracted.

"Stimulus trigger - low-threshold action/habitual behavior - reward" is a standard habit loop. When we want to guide users to engage in a certain type of behavior, we often start from these three aspects.

The 49999 red envelope starts with rewards, providing greater incentives and stimulating users to participate.

3. Entrance - Form

3 entrances - 3 types of activities.

If you observe it a few more times, you will find that there are actually three entrances on the promotional interface, corresponding to three types of activities.

• Follow the lucky draw—— Go to the main page of the event;
• Topic Discussion ——Enter the topic discussion interface;
• What the gold medal fund manager has to say ——Enter the fund manager introduction interface.

The specific forms of activities will be analyzed in detail in the next section.

At this point, I made a mind map to summarize the elements of the promotion part:

2. Gameplay Analysis

Every time you follow a gold medal manager, you will draw a red envelope, up to 49,999 yuan. This is the basic way to play the activity.

The specific activity process can be seen in the figure below:

1. Activity main page

First, on the main page of the event, a number of fund managers of active funds will be displayed in a carousel. Users can choose the fund manager they are interested in, and click the "Follow and win xxx yuan" button to enter the fund manager's details page.

The button "Follow us and win xxx yuan" has a special arrangement, and the button's guidance message will change in real time according to the progress of the user's participation in the activity.

For example, if you follow 2 people, it will show “Go and follow to win 49,999 yuan”. After following 3 people, it will show “Go and follow to win 8,888 yuan”.

The specific activity rules are as follows:

2. Fund manager details page

After clicking the button, you will enter the details page of the fund manager introduction, which will contain various detailed information about the fund manager. At the same time, a small floating window guides users to follow the fund manager.

3. Lucky Draw

After users follow the fund manager and return to the main page of the activity, a pop-up window will pop up to remind users to draw red envelopes. I counted and there are 37 fund managers in total, so if you follow all of them, you will have 37 chances to win the lottery.

After actually experiencing it several times, the author believes that the design of the rewards is a subtle aspect of this event planning - the rewards for the event are red envelopes and experience gold for different types of products in the Alipay wealth management section, such as wealth red envelopes, Yu'ebao money-saving gold, Ant Star Wish red envelopes, and Yu'ebao experience gold.

If you think about it carefully, if users don’t use this thing, there is no cost in terms of rewards, but users have completed the action expected by the activity - following the fund manager.

When users use this thing, it plays a role of cross-marketing , guiding users to use other products through the deduction of cash red envelopes. For example, I used the lucky red envelope to buy funds (we have to get the wool).

Finally, I used a mind map to sort out the activity rewards I received. The applicable product types are very rich, and the sense of cross-marketing is overwhelming.

3. Activity Page Analysis

After explaining the basic gameplay, we will further analyze the design layout of the activity page, which also has quite a few highlights worth learning.

The main page can be divided into several modules:

1. Theme and progress;
2. Recommended by gold medal managers;
3. Face to face with the top manager;
4. Gold medal manager Jin selects good funds;
5. The most IN masterpiece in the volatile market;
6. An excellent representative work of investment style;
7. Notes.

Here 2-6 is the main part of the activity, so let’s talk about it one by one.

1. Recommended by top managers

Based on the above gameplay, in the "Golden Manager Recommendation" module, excellent fund managers are screened out through specific conditions, and then the characteristics of the fund managers are displayed in a carousel to guide users to pay attention to the lottery.

I think the three key points are screening criteria, fund manager performance and guiding attention .

1) Filter conditions

There are three screening conditions:

1. Filter the top 3%;
2. An average of 2 awards;
3. Chosen by over 30 million users.

The specific explanation is as follows:

There is a small question here. The picture says that there are 69 gold medal fund managers in total, but only 37 people were shown in the actual activities. The specific screening logic from 69 to 37 is unclear. My personal guess is that it was screened again among the Gold Managers based on the number of awards and the number of users holding the app.

2) Fund manager presentation

In the fund manager presentation, there are two types of elements: fund managers and data.

Fund managers include three aspects:

1. The fund manager’s image and name , especially the image photo, will be a big plus if you choose it well. A fund manager who is good-looking, handsome, and beautiful can naturally attract some investors, which is also a kind of personal "competitive advantage";
2. Summarizing the characteristics (titles) in a short sentence , such as "Emerging Consumer Goddess", is equivalent to putting a label on the fund manager, allowing users to immediately understand the characteristics of this fund manager. I personally think this design is great, and it gives investors a very intuitive first impression.
3. Classic quotes from fund managers in one sentence , such as "In life and investment, live up to every passion you have", reflect the details of operations. On the one hand, it should be simple and easy to understand and look warm and friendly. On the other hand, it should be as professional as possible. For example, Liu Bo’s “Buy good businesses and good companies at good prices” is like this.

Data, including 3 aspects, are very important data when screening funds:

1. Management scale : the larger the scale, the more popular it is among investors, and the basis for investors’ popularity is good historical performance (a high probability event);
2. Annualized return on employment and return on income are the most direct data and are standard features of fund products.
3. The number of awards and awards from professional organizations are a good testament to the investment level of the fund manager.

Management scale, annualized return rate, and number of awards are important reference indicators for judging the ability of fund managers. Therefore, using these three indicators to introduce fund managers can also be more convincing.

In addition to these three indicators, other indicators such as the fund company to which the fund belongs, years of operation, number of holders, and drawdown control can also be used as evaluation indicators. Therefore, there is considerable flexibility in the evaluation and introduction of fund managers.

As a side note: when you choose active funds, you can pay special attention to these indicators.

3) Guide attention

Guiding attention can be divided into two elements: guiding words and dynamic elements.

① Introduction

Follow us and win a chance to win xxx yuan. The text of the introductory statement has been mentioned above and will change in real time based on the progress of the user's participation in the activity. For example, if you follow 2 people, it will show “Go and follow to win 49,999 yuan”. After following 3 people, it will show “Go and follow to win 8,888 yuan”.

② Dynamic elements

Dynamic finger click guidance , a moving little finger is constantly clicking on the button, constantly guiding the user, click here, click here, click here.

Red and yellow gradient background + large button frame + high reward guidance + dynamic finger click guidance , these four elements can also serve as a good reference module when we design activity guides.

2. Face to face with top managers

After talking about the most important "Gold Medal Manager Recommendation" module, let's talk about the relatively easy "Gold Medal Manager Face to Face" module.

This module can be summarized in one sentence: the fund manager’s investment and life are shown through videos, while barrage-style text floats below, guiding users to participate in the discussion of the topic.

The fund manager in the video is also very interesting, I love watching it.

The videos are basically short videos of more than one minute, asking questions to the fund manager in a quick question and answer format. The questions cover two aspects: investment and life.

• In terms of investment , they will ask whether to hold concentrated or diversified shares, whether to be offensive or defensive, what is important in selecting a fund manager, etc.
• Regarding life , they will ask about hobbies, what to do after retirement, recent happy things, etc.

Use questions about life to narrow the distance between fund managers and users, making people feel friendly and interesting; use questions about investment to let users understand the investment style and investment philosophy of fund managers.

Understanding and recognizing the investment methods and investment style of a fund manager is the first thing ordinary investors do when choosing a fund manager . This first thing has already completed part of the educational understanding in such an "edutainment" format.

Similarly, I use a mind map to make a small summary of the video.

There will also be barrage-style text floating below the video, guiding users to participate in the discussion of the topic.

The topics are mainly about fund managers:

• #Pick the right fund manager;
• #My favorite fund manager;
• #The fund manager you haven't met.

In the corresponding topic area, you can see recommended high-quality content and then express your own opinions, giving users an opportunity to participate in the interaction.

High-quality content can be used to popularize fund knowledge, especially in the relevant "fund manager recommendation" content, which can further enhance users' understanding of fund managers and achieve the effect of "planting grass".

After absorbing a large amount of content, some users will definitely want to have a place where they can communicate and express their thoughts and feelings. The discussion of the topic provides such an opportunity, where you can support the fund manager, complain about the fund manager, express your confusion, and show off your returns.

Daoshu, a senior in the Internet finance industry, once proposed in "Design of Platform Products with Billions of Users":

The three elements of highly readable information, highly motivated interactions and ultra-convenient transactions are the cornerstones of building financial technology platform products.

Through the above analysis, we can find the presence of two elements: content and interaction. What about transactions?

Let’s continue reading.

3. Gold Medal Manager Jin selects good funds

Summary in one sentence: Gold medal managers select good funds. In this module, we only recommend high-quality funds managed by fund managers you follow.

Focus on analyzing the design elements of the analysis interface:

• Fund manager : photo, name, title. A handsome image of a fund manager and the title of "Public Funding Legend". This once again demonstrates the importance of the image and title mentioned above;
• Products : product name, Alipay Gold Selection logo, price fluctuation data in the past year, risk characteristics, and product highlights;
• Operation guide : change, details, and experience it.

Let me talk specifically about the product introduction here. Most people will focus on the big red number of the increase or decrease in the past year at first glance.

This means that this fund has increased by 51.43% in the past year. How attractive! This is also a very interesting point in the promotion of fund products. Displaying good return data for a specific period of time will attract a large number of users' attention.

After all, who doesn’t want to make more money?

The other is the product highlight, but the product highlight here is quite strange:

• Some can be fully displayed, some are not fully displayed;
• Some parts that were not fully displayed were attractive, while others were confusing.

From a personal perspective, the fund manager, the rise and fall in the past year, and the product highlights are the key points to attract users, because these three points are different for each fund and are the best embodiment of differentiation. But I personally think that the highlights of a product can be short and concise, summarizing the highlights in one sentence and fully displaying them, which can truly play the role of summarizing the characteristics and attracting users.

At the same time, the copy of the button "Go and experience it" is quite interesting. It is another experience of operational details. I will write three paragraphs for you to feel:

• Buy
• Go buy one
• Go experience

Is it that the last one, “Go Experience a Stroke”, feels the lightest? Most capable of taking action?

Therefore, intellectuals do not talk about buying, but about life experience (dog head).

4. The most popular masterpiece in the volatile market

Summary in one sentence: The most IN masterpiece in the volatile market. Here we will recommend 2 funds that perform well in the volatile market.

Why is it fixed? Why these two? A two-step analysis tells you why.

1) Understand the current market situation first

When this event occurred (before May 20), the stock market went up and down, which was a typical volatile market.

The volatile market is the norm in the investment market, and the market is volatile most of the time. At the same time, the overall market valuation is not high and not expensive, which is a good opportunity to accumulate high-quality funds.

Especially for wage earners, like me, whose monthly income is fixed, so if the market rises wildly, wage earners will have very few opportunities to buy. It is precisely this horizontal situation that allows wage earners to slowly accumulate chips.

2) Logic for selecting two funds

The first fund: Moving to Xingquan business model.

"The fund manager with the lowest average maximum drawdown of the selected products in the first quarter report."

Translated, this means he is the fund manager who suffered the least loss in the market decline from January to March 2021.

Who doesn’t like a fund manager who is beautiful and has good control over drawdown?

The second fund: Zhao Xiaodong Guofu Small and Medium Cap.

"Fund manager with outstanding performance growth in Volatile Market Gold Selection products."

Two reasons:

1) Fund manager Zhao Xiaodong, a 10-year veteran with an annualized return of 17.5%, is excellent in himself and is a conservative fund manager. The fund has relatively small volatility, which is suitable for the current volatile market;

2) The Guofu Small and Medium-Cap Fund managed by him has increased by 12.7% so far this year, ranking among the top in the market.

In fact, if you think about it from another perspective, this module will also make sense if someone else uses a different set of logic. I think the essence here is that the performance of the gold medal fund managers selected by Alipay is good. They are all "tall" and they are all good.

5. Excellent representative works of investment style

Summary in one sentence: An excellent representative work of investment style. Here we will recommend 3 Alipay Gold Select Funds with different investment styles.

In fact, the recommendation logic is similar to the above. In the current market, you can slowly buy good funds. Good funds are actually classified into different categories. There are three specific categories for you to choose from.

Which three categories?

• An excellent representative of value investment style;
• An excellent representative of balanced investment style;
• An excellent representative of the growth investment style.

Let’s translate it into this:

• Excellent representative of value investment style - defensive, less decline when falling;
• An excellent representative of the balanced investment style - somewhere between offense and defense;
• An excellent representative of the growth investment style - offensive, when the market rises, it rises sharply.

If you like aggressive growth, you can choose the growth investment style.

If you can’t stand too much volatility, you can choose the value investment style.

If you want a little bit of everything, you can experience a balanced investment style.

IV. Conclusion

The above has discussed the various modules of the Alipay 18th Wealth Day event, the design logic of the modules, the breakdown of the elements in the modules, as well as the main gameplay of the event and the cross-marketing of rewards.

On this basis, I would like to further discuss the logic of this type of activity.

Let me ask a question first: What is the fundamental purpose of investors investing money?

make money.

The second question: How can you make money from fund investment?

9 words: good time - good product - hold on.

• Good timing means you won’t buy something too expensive, because expensive things are more likely to fall and lose money;
• Good products mean you won’t buy a crappy product that has no price increase over the years.
• Being able to hold on determines the period of time in which you can reap the benefits of rising profits, rather than getting off midway.

The third question: What problem did the “18 Wealth Day | Choose people before choosing a fund” activity help investors solve?

I think all are involved.

Good time , recommending funds at this point and guiding users to slowly buy funds. It cannot be said to be the best time, but it is not bad at all.

Good products , funds selected by gold medal managers, the most IN masterpieces in volatile markets, and masterpieces of excellent investment styles are all good funds recognized by the market.

You can hold on to it . The main way of the activity is to pay attention to the fund managers and participate in the lucky draw. Everyone is paying attention to a wave of fund managers. In the "Fund Manager" module, there are many possibilities for users to "hold on".

• Investment philosophy, track record, and past performance can help investors understand the fund manager's basic investment philosophy;
• Manager analysis is the fund manager's proactive interpretation of the current market;
• Interactive Q&A: fund managers will proactively answer users’ investment questions;
• Everyone said that users had interactive discussions under the dimension of fund managers.

And, reminders when content is updated.

In summary, users need to hold on to their investments for a long time if they want to hold on. All of the above are part of long-term companionship - solving problems that users may have, cultivating long-term investment concepts, and accumulating investment experience to gradually become "calm and unperturbed by fame and fortune."

And good time - good products - can be grasped, I think this is also the innovative direction of fund e-commerce operations.

• Under different market conditions, there are suitable fund products. Fund e-commerce companies can then choose the direction of recommended products based on this, and proactively help users choose the "good time";
• When it comes to good products, there are many criteria available for screening , such as the investment style of active funds, awards won, and years of experience; the number of buyers, fixed investors, and holders in the platform data; the investment scope of currencies, bonds, indexes, and active funds; and the industry sectors of consumption, technology, new energy, etc. By combining them, we can make various activity recommendations.
• To ensure that users can hold on to their funds, we provide a variety of accompanying services during the holding period by multiple entities (fund companies, platforms, experts) and in multiple forms (text, graphics, audio, video). For example, education on long-term investment concepts, interpretation of the market at certain stages, sharing of investment strategies, product performance analysis, answering of user questions, user psychological massage, etc., to help users hold on.

Finally, after analyzing the Alipay 18th Wealth Day event, I am quite looking forward to Alipay’s next event. What about you?

PS:

• I hope that the next time you give me a lucky red envelope at an event, please give me a bigger one!
• The products mentioned in this article are for analysis purposes only and do not constitute any investment advice. If you follow it, you will do so at your own risk.

Over~

Finally, thank you for reading~

Author: Earn a cup of happy water every day

Source: Earn a cup of happy water every day