Case analysis: Ele.me’s 10 billion bean event on Double 11

The annual Double 11 carnival is approaching. In order to grab more users in this important event, more and more online platforms have started their own Double 11 event warm-up.

Ele.me, a nationally renowned local food delivery platform, also did the same thing, launching its products through multiple channels on its own platform - dividing up hundreds of billions of Carnival Beans to preheat and activate traffic on its platform and attract its own users.

Regarding this event, I personally thought about it carefully and made a disassembly record to share my personal views with you.

(Note: the analysis is limited to the 10 billion carnival beans activity on the Ele.me APP channel).

1. Case Introduction

1. Case Objective: Ele.me’s 10 Billion Carnival Beans Event

2. Activity time of the case: October 15, 2020 - November 11, 2020

3. Case name: Case analysis: Ele.me's 10 billion carnival beans event

4. Industry: Local life platform

5. Target audience: Ele.me registered users, word-of-mouth users

6. Case source: Ele.me APP

7. Purpose of case activities:

(1) Promote new customer activity, purchase and retention

(2) Promote internal venue traffic on the platform

(3) Preheating various freight yards for Double 11

8. This participation (opening) channel:

You can enter the event page through Ele.me APP, Koubei APP, Alipay Ele.me applet, Alipay Koubei applet, and Taobao Ele.me applet

2. User Participation Path

The entry requirements for participating in Ele.me's activity of sharing 10 billion Carnival Beans are very simple.

You only need to go through the relevant APP channel and see the promotion on the carousel picture on the homepage of the site or the bottom pendant. Then people who want to participate or are interested can enter the event page by clicking on the relevant touch points.

When we enter the activity page, the first thing we see is the different images of Doudou IP, they are God Ticket Doudou and Cool Guy Doudou. Choose one of them to start the development plan and you can enter the activity page for receiving beans.

This page contains content related to the Beans activity: such as instructions, strategies, ways to earn beans and the most important redemption benefits.

From the perspective of operational design, event page display, detailed description and operating procedures, the important focus of this event is the design of the logic of how to earn beans and redeem benefits.

The detailed design and rules of the activity operation behavior are as follows:

1. There are two Doudou IP images. You need to click to start the cultivation and claim them before participating.

2. There are various ways to earn beans (daily check-in, special and daily consumption, and browsing various branch venue activities).

3. There are multiple levels of benefits and redemption levels. Different levels have different redemption benefits and require different beans.

4. There are different venues for browsing and earning beans, and there is a 15-second time requirement.

5. The beans you get after consumption are more than the free beans.

6. After obtaining beans, there will be a small pop-up window reminder to redeem benefits.

7. The free access to beans is time-limited, but signing in and browsing the venue are available every day.

8. Activities and the exchange of beans are subject to corresponding time limits.

9. The redemption benefits are subject to certain usage time, redemption quantity, and usage requirements.

10. The Carnival City page has a first-come-first-served mall display, and there is a way to view more extensions (takeaway vouchers, hot-selling in-store items, hot-selling fruits and vegetables in supermarkets, etc.).

11. The page of the best-selling recommended products in the store has a distance reminder in meters.

12. The venue recommendations extended from the Carnival City page have a visual number of three horizontal and two vertical. Without opening more, the entire page can be browsed on less than 4 screens.

13. The accumulated beans are clearly displayed and recorded.

14. The welfare levels are L1 (20,000); L2 (50,000); L3 (70,000); L4 (200,000); and L5 (500,000).

3. Advantages and disadvantages of the case

It is introduced in its activity guide that the target of this activity is registered users and word-of-mouth users, and the channels for publicity and participation are Ele.me and Koubei APP, as well as Alipay Ele.me mini program and Koubei mini program, etc.

Through these channels, as well as design rules and operational behaviors, we can find that the promotion of this event is more inclined to the original traffic base. In other words, it is not aimed at attracting new customers but mainly focuses on internal activity and conversion purchases.

1. Advantages analysis

We all know that users can be divided into general users and senior users; or into low-frequency users or high-frequency users; or into new users and old users.

This is based on the user's frequency of use, the user's age, and the platform's operational needs.

On the premise of better satisfying ourselves and our users, we need to make different operational actions and services for different people.

Before the start of the event, the team claimed and selected the IPs of Shenquan Doudou and Kugai Doudou. Such behavior can arouse and deepen the user's initial usage experience, favorability and sense of participation, and deepen the impression.

In addition, since operations are purpose-guided behaviors, we can see that the operations team is quite complete in the design and rule-making of activities, and the overall activities can also meet the purpose trends, which can play a considerable role in the growth of active traffic and conversion purchases within the site.

For example, if you want to earn beans for free, you need to click and browse various venues every day, which will increase the exposure of the venue and even direct sales conversion; and indirectly guide the sales of other products in the mall through If you want to earn more beans in a day, you need to consume, such as completing a takeout order, or buying a certain type of goods.

Furthermore, the different redemption levels and bean-collecting designs also increase the participation in the event and extend its effectiveness.

For example, beans for daily sign-in, beans for daily browsing, and beans for daily consumption; and the beans in activities can be stacked. For example, if you don’t want to use beans to directly redeem permission level benefits, you can also redeem them for foodie beans.

In terms of driving users' sense of urgency, it has increased the number of product redemptions and redemption level restrictions, such as "Redemption of Idol 9785 postcards and poster products"; in addition, there are reminders of the sharing activities, such as if the next sharing time is on November 3, please upgrade to L3, and there are corresponding icons and digital reminders on the event homepage.

Another thing is that the exchange uses of Doudou are diverse, and the diverse exchange channels mean that the user's choice can meet his various needs and selection and comparison psychology.

Therefore, on the basis of meeting the above conditions, it can increase people's behavioral intention to collect beans, and finally increase the exposure of some venues and the sales conversion of some products by earning beans. It is also a hidden focus embedded in the activity links and one of the destinations.

In addition, after entering the event and trying several processes, A Man also found the following very interesting details and key points:

(1) You can get a lot of beans by signing in, but the redemption benefits of the first and second level beans are not very attractive. If you want high benefits, you need to operate multiple times and frequently to improve your level.

(2) Earned beans can be exchanged for foodie beans, but the exchange time is after the event.

(3) The threshold for participating in the activity is very low and any target audience can participate.

(4) On the first day, the level is upgraded to level 2. However, if you do not have enough beans, you will not be able to exercise the corresponding rights.

(5) The daily intake of beans is limited (because there is no consumption, the limit cannot be measured)

The 14-point related designs and the 5 inlaid routines are actually the advantages of this event.

Because these can not only promote the participation of users at different levels, but also drive the exposure of different event venue pages, and increase the sales of goods on some websites, thereby achieving the purpose of active website traffic and user interaction or other requirements.

Of course, we have talked about the advantages before talking about the disadvantages.

2. Disadvantages Analysis

(1) Access failure and long delay issues

You may not believe it, but when I used the app to participate in activities, I encountered problems with different activity pages. The web pages could not be opened or were opened after a period of time. This had an absolutely huge impact on the event!

If it weren't for the internal activities, delays or inability to open the app would cause the vast majority of low-frequency users to jump out, and their intention to participate in the event would be reduced. To be honest, if I wasn't testing, I would have given up almost immediately. I believe that many people would have done the same. People who have done SEM delivery must have a particularly deep understanding of this. A lot of money has been wasted in the end because the app couldn't be opened or opened slowly after landing.

(2) Welfare product selection issues

As a welfare product, the selection of its welfare products, in my opinion, is seriously not tempting enough!

First of all, many of the welfare products I saw not only had discounts for purchases over a certain amount, but also had time limits. If you don’t believe me, pay attention to the small print under some of the welfare products.

For example, at KFC in L1, you can get a 6 yuan discount if you spend 45 yuan or more; at Pizza Hut, you can get a 10 yuan discount if you spend 50 yuan or more, and there is a 7-day limit; in addition, some products have unclear descriptions, such as the L4 Zheng Yuanyuan chain foot bath welfare, which describes it as a 600 yuan stored value card, which is only available in a single city; but it does not specify which cities it is available in, and whether there will be other consumption restrictions when using it; this makes people feel that the event is not sincere.

The selection of products for event benefits will definitely affect the level of user interest and the degree of desire for participation, especially when it comes to attracting traffic and fission, it is one of the most important key points. Of course, here they are provided by the merchants and are internally active, which is also one of the reasons why they have not paid attention to it.

(3) There is no reservation problem in the browsing venue within the earning beans

Since the browsing activities within the Bean-earning program occur every day, it is understandable that it does not retain the link to the browsing venue.

However, if you want to increase the long-term browsing effectiveness, sales and exposure within the activity, I suggest adding a permanent link. Because after completing the activity, in order to find out what I did and what I saw, I have to search for a long time in the history record of earning beans, but I can't directly click to re-enter the viewing.

To be honest, when I entered the venue, I was guided by the behavioral purpose of earning beans, so I browsed with the primary purpose of earning beans. So I had no idea what venue I entered, and I didn't care what I was looking at. I was just staring at whether the 15 seconds were up. But when I finished everything and wanted to look back, I couldn't find the venue. To be honest, I felt very uncomfortable because of my obsessive-compulsive disorder.

In my opinion, it is necessary to add a unified search page for the venue with obvious event time and permanent information. This is also a way to increase long-term exposure, isn't it?

(4) Browse the task prompts for 15 seconds

In point (3), Aman said that in order to complete the task, he only focused on the task bar during the 15-second period, and under the guidance of the text prompt, when the time was up, he directly switched back to the task bar to complete other tasks. In Aman's opinion, this point can actually be optimized, because Aman believes that the purpose of our activities is to meet the needs of the ultimate goal. If it can be achieved directly, there is actually no need to make two or three jumps.

As for the 15-second browsing time presented in the event, if the purpose is to increase page traffic and conversion, I think the progress bar can be ignored, but the copy can be transformed and optimized. For example, more beans can be obtained by purchasing an order, or adding surprise red envelopes for longer browsing or other super discount pop-ups in the venue may have better results.

However, this is just my personal guess from an operational perspective.

(5) Problems with excessive levels of benefits redemption authority and tiers

The original purpose of welfare redemption permissions and levels is to better manage and operate users with different usage frequency levels. However, because the welfare benefits it can provide in terms of product selection are not tempting enough (to users), its users are not interested in pursuing higher permissions and levels. Therefore, the stratification, which is originally a good thing, can be optimized in my opinion.

Of course, its purpose may be to prolong and reduce the difference in experience points between levels, and to reduce the difficulty of completion; but perhaps we can imagine it in another way. For example, even if there are three levels, when redeeming welfare products, it may be better to increase the types of products displayed and have more layers in the redemption of beans.

Of course, this is not a big deal. After all, although it cannot be said to be very good, it cannot be said to be bad either.

IV. Conclusion

This is not an isolated case.

After dissecting this event, I unexpectedly found a similar event combining Tmall and UC inadvertently in the UC browser on my phone. Comparing the two, we can find that the large-scale activity ideas between Ele.me and Tmall UC events are similar. Both involve signing in, jumping, exchanging benefits, and earning redemption points. One landing point is upgrading to Doudou; the other is in Yuanbao.

Of course, these are just superficial. Judging from the details of their pages and the form of activities, the activity participation scenarios of Tmall and UC are actually more specific than those of Ele.me. There are more titles of content participating in the activities, and more jump directions. Of course, the two platforms and channels are different.

In addition, after completing the task, not only is the task bar retained, but the task completion reminder is also very clear. From the IP image and the scene-based layout and color contrast of the event introduction details landing page, you will also find that Tmall is more interesting and vivid, and warmer. I don’t know about other people, but if the conditions are the same, to be honest, I would rather choose to participate in Tmall’s activities.

However, this may be because the nature of the platform and the tone of the cultural brand affect the selection and display, or there may be other reasons, but I will not do too much analysis and sharing in this article. Overall, from my personal perspective, the event of Ele.me was quite satisfactory. It cannot be said to be bad, but it cannot be said to be too good either, because the fun and temptation of the event are actually a bit lacking in my opinion.

To put it more bluntly - I think the biggest problem is that it's not interesting enough; but interesting things are not that easy to think of!

5. Inspiration

Organizing an event is actually a big challenge for the operator or his team. Even veterans who have done it several times cannot 100% promise that every event can achieve its established goals and ideals, because there are actually many key factors that affect the success or failure of an event.

For example, the size of the common enterprise, the brand reputation, the theme of the event, the promotional resources of the event, and the quality of the promoted products or other benefits will affect the event;

Similarly, the impact of online and offline activities, as well as different activity scenarios, activity channels, and even different activity industries will also be different; in addition, from a more detailed perspective, things like the online activity theme, the color tone of the activity's landing display page, copywriting, welfare products, promotional products, and the speed of display will all be key points that affect the activity.

Of course, creativity, participation and display design forms all have certain logic, which will also affect participation and reputation after the event. You can see its importance from the operation of Ele.me in these rules!

Regarding this point, many newcomers are most likely to find loopholes in the rules when designing activities, and this must be paid attention to.

Another thing is color tone. When doing operations, many people are easily influenced by brand color or culture, which leads to the selection of colors regardless of the activity. To be honest, I am the same. I believe that many people also refer to the brand or culture rather than the activity itself when choosing the color tone of an activity.

So here we also need to think deeply and discuss to make a decision.

So how do you run a good event? The inspiration I got from this case:

I think when designing an activity, we must remind ourselves countless times that if I were a participating user, it is crucial to think about what I would care about. If I were an activity user, would I care about the fun of the activity, or the other benefits and values ​​that the activity brings? This is not only a factor that affects the results, but also one of the important key points in the direction of the activity form.

The second thing is to understand clearly what the ultimate purpose of my activities is!

If the purpose of the event is not clear, it will not only make the event complicated, but may also cause users to have complicated thoughts and resistance when participating. Most importantly, it may cause the event to be distorted and done just for the sake of doing it.

Finally, as operators, we must learn more about activities in other industries, refer to and analyze the activities of other industries and peers, think more about them and then do them; we must accumulate more in normal times so that we can do every activity well.

Author: Cao Cao Cao A Man

Source: Cao Cao Cao A Man