Case analysis | The whole process of the 1-yuan group purchase activity of Zebra AI class

1 Yuan group purchase· Zebra AI class animal vocabulary class Activity purpose: To attract new customers Activity keywords: Yuanfudao, 1 Yuan group purchase, 3-person group purchase Breakdown purpose: To understand the logic and gameplay of the Zebra AI class group purchase.

1. Case entry

2. Case Name

Name: 1 yuan group purchase·Zebra AI class animal vocabulary class Activity purpose: Attract new customers Activity keywords: Yuanfudao, 1 yuan group purchase, 3-person group purchase Disassembly purpose: Understand the logic and gameplay of Zebra AI class group purchase

3. Case Background

Zebra AI Class is an intelligent education platform that provides multi-disciplinary online learning for children aged 2-8. It is produced by Yuanfudao Online Education and invested by Tencent. The platform currently has AI course products in multiple subjects including Chinese, mathematical thinking, English, and fine arts. The curriculum is scientifically and systematically arranged to enhance children's abilities in multiple dimensions and achieve their all-round development.

Zebra AI courses allow for lively learning through online courses, easy practice with offline materials, and simultaneous tutoring by professional teachers. It provides children with personalized course planning, improves learning efficiency, and opens up new ideas for quality education. The main selling point of the product is the combination of interesting AI courses + professional tutors + complete and scientific curriculum system + exquisite teaching materials and peripherals, which has attracted a large number of parents who focus on their children's quality education.

4. Overall business logic

product

Zebra AI Class is a product of Yuanfudao. The products currently provided mainly include:

1. Zebra AI Course APP

2. A series of public accounts under its umbrella (27 public accounts under the same entity)

3. Mini Programs (8)

4. Online experience courses and system live courses

5. Supporting learning gift pack (physical object)

In 2020, the number of monthly independent devices of its APP increased year by year, and in December 2020 it increased by 133% compared with January 2020, which shows how fast its user growth rate is.

Data source: iResearch

flow

1) Online channels

1. Public account matrix: A search for "Zebra AI Class" on Xigua Data found 27 accounts with the same subject
2. APP traffic: Zebra AI course app
3. Internal community traffic pool: user pool accumulated through growth fission activities
4. External advertising: Tencent advertising (friend circle, Tencent News, direct advertising of WeChat public account articles), Bytedance (Toutiao APP), Baidu information flow advertising, in-APP advertising (including Haokan Video, Yidian Zixun, Wi-Fi Master Key, Qutoutiao, Mango TV, Douyin, Kuaishou, Xiaomi Browser, etc.)
5. Variety show collaborations: "Chinese Restaurant", "Happiness Trio", "Mother-in-law and Mother", "Crossover Singer", "Hahahahahaha"
6. E-commerce live streaming: Luo Yonghao's Douyin live streaming room's first cooperative education brand, Tmall Double 11 primary and secondary school training brand ranking TOP1

Tencent Advertising (WeChat Moments, Tencent News, etc.)

Big Engine (Toutiao APP)

Baidu information flow advertising

In-APP advertising: including Haokan Video, Yidian Zixun, Wifi Master Key, Qutoutiao, Mango TV, Kuaishou, Xiaomi Browser, etc.)

E-commerce live streaming

2) Offline channels

Advertising in the lobby of Children's Palace subway station

Children's Palace Shenzhen Metro light box advertising

Appearing at the 2020 China International Fair for Trade in Services, sharing cutting-edge teaching results of "Education + AI"

Monetization

1. 49 yuan trial course (including subjects: English, thinking, Chinese, art)

2. 2800 yuan system course (converted from the experience course)

5. Case Path Analysis

1. User usage path

User path for participating in activities on the official account

Users get the event poster on the official account - scan the code - follow the "Zebra Theme Class" official account - get the event rules - click to enter the group purchase details page - click the bottom button to pay to join the group - payment is successful - click to invite friends - the sharing poster appears - save the poster to the album/share with friends

Path for friends to join the group

Friends receive the poster - scan the code to enter the event page - enter and verify the mobile phone number - receive a text message after payment - return to the official account to get the progress - scan the code to follow the new official account - get the group buying rules and progress - check the progress - click "Go to Invite" to share with other friends

Successful group purchase

Can be optimized:

1. After clicking on the payment button, you will enter the payment page. If you return to the previous step, you will directly return to the details page without a recovery page. You can consider adding a step to recover users.

2. Click "Send to Friends". After sending, it will only show "Sent" without any other actions to promote sharing. It is recommended to add a promotional message on the page: "Continue to share with other friends, the chances of successful group purchase will be higher!"

2. User Empathy Map

Target users of the activity

Users who have followed the Banma AI Courses official account (including new users who have not purchased courses and old users who have purchased courses)

Target user profile

Through the Baidu Index, we can see that the gender ratio of Zebra AI Class APP users is 61.7% for female users and 38.2% for male users. It can be seen that parents who pay attention to the education of young children are mainly female users aged 24-49 in first- and second-tier cities.

According to the "2020 China Online Education Industry Research Report" and Bytedance's "2020 White Paper on the Online Education Market for Young Children", current educational products and services for children aged 3-9 mainly include family enlightenment, art education, subject enlightenment, children's programming, sports and other content areas. Therefore, it can be basically inferred that potential parents who are interested in online education products for young children will pay more attention to their children's intellectual development, skill and interest cultivation, moral cultivation and comprehensive quality improvement when educating their children.

Based on the above characteristics, the user empathy map is drawn as follows:

6. Analysis of the three elements of fission

product

Target users of the activity

New and old users of Zebra AI courses are mainly female users aged 24-49 from first- and second-tier cities who are concerned about parenting growth and early childhood education.

Main pain points

1. Too busy at work to have time to tutor my children
2. Worried about children losing at the starting line
3. I can’t do it myself, so I can’t teach my children
4. Lack of tutoring skills, children don’t like to listen
5. Don’t know how to help children improve their grades
6. Children are not interested in learning
7. There is no good English learning environment at home, and I can’t teach myself

channel

Activity flow entrance

1. Public Account
2. Internal Community

Drainage method

1. Official Account Menu Bar
2. Public account timed/delayed messages
3. Community Group Announcement

Creativity

Referral effect = sharing efficiency x conversion efficiency x sharing frequency

Sharing efficiency

Sharing efficiency mainly depends on sharing motivation and sharing difficulty.

Share the power

The motivation for sharing mainly comes from material needs and spiritual needs.

The material needs here are mainly: users only need to spend 1 yuan to get a high-quality English course worth 199 yuan, and there are foreign teachers to demonstrate lip movements, so the pronunciation is more authentic;

Spiritual needs are:

1. The child learned 100 words in 5 days through English courses and became interested in English. He felt very satisfied and proud.
2. Through the course, children can learn natural knowledge and core animal vocabulary, and develop patience and concentration;
3. By sharing good courses with friends, I satisfy my own sharing needs. At the same time, I hope to pass good things to others and gain recognition of their values.

Can be optimized:

1. Currently, it only supports one-click saving of posters to the album and sharing of posters with friends, but there is no entry for sharing to Moments;

2. In addition, when you click to share the poster with friends, it is recommended to add recommended sharing words like the referral activity, which will make the user's recommendation more authentic.

Sharing Difficulty

Reducing the difficulty of sharing mainly lies in simplifying the path and understanding the cost and highlighting key behaviors.

1. The entire activity participation path is relatively smooth and clear, with basically no lag, helping users to complete sharing relatively quickly

2. The activity rules are very brief. More activity details are placed on the activity details page to reduce the user's understanding cost.

3. Highlight key behaviors: Use the countdown for the effective time of group buying (24 hours) and template message push to constantly emphasize the urgency of the activity and encourage users to share.

Referral conversion efficiency

The influencing factors mainly include two aspects: the attractiveness of the group buying poster and the difficulty of participating in the group buying activity.

1. Improve the attractiveness of the poster

A successful poster = universality + pain point + psychology + ease of use + celebrity + group + promotion

The seven basic elements are:

• Theme (product name): Animal Vocabulary Course· Learn 100 words in 5 days (grasp the user's pain points)

• Subtitle (reason for purchase): Suitable for children aged 2-8 (limited user group)

• Authoritative endorsement: None

• People and product photos: Use people and animal illustrations to illustrate the course

• Promotional information: 1 yuan, limited time group purchase

• Activity traffic QR code: Yes

• Detailed introduction of products and courses: 4 natural scenes, recognize 100 kinds of animals; 35+ core words, let children spell fluently; 100+ expanded words, master the new curriculum standard specified vocabulary

This poster basically meets the criteria of a successful poster. If you want to make it more refined, it is recommended to write the original price of the course, the number of days it is sold for a limited time, etc., to reflect the anxiety and urgency from the user's perspective.

2. Reduce the difficulty of participating in activities

This part is similar to the above, so I won't go into details.

VII. Conclusion

Event Highlights

1. The entire activity participation path is relatively smooth and clear, with almost no lag, helping users to complete sharing relatively quickly;

2. The activity rules are very brief, and more activity details are placed on the activity details page to reduce the user's understanding cost;

3. Be good at grasping the psychology of users, and constantly emphasize the urgency of the activity through the countdown of the effective time of group buying (24 hours) and template message push. At the same time, create a strong contrast between the original price of 99 yuan and the group buying price of 1 yuan to encourage users to share.

Points to be optimized

1. Add a user recovery step: After clicking on the payment page, you will enter the payment page. If you return to the previous step, you will directly return to the details page without a recovery page. Here you can consider adding a step to recover users;

2. Add sharing-promoting actions: Click to "send the poster to a friend". After sending, it will only show "sent" without any other sharing-promoting actions. It is recommended to add sharing-promoting words on the page, "Continue to share with other friends, the probability of successful group purchase will be higher!"

3. Add sharing channels: Currently, it only supports one-click saving of posters to albums and sharing of posters to friends, but there is no entry for sharing to Moments;

4. Add sharing recommendation words to reduce the difficulty of sharing and improve authenticity: In addition, when clicking to share the poster with friends, it is recommended to add recommended sharing words like referral activities, which will make the user's recommendation more authentic.

Personal Thoughts

According to the introduction in "Contagious", all products that can go viral comply with the STEEPS principles, including social currency, inducement, emotion, publicity, practical value and story. We can also refer to these principles when designing activities:

1. Does my event have enough intrinsic appeal?
2. Is the leverage principle used to encourage users to share voluntarily?
3. Can we use festival highlights to promote our event?
4. Can a series of actions be used to awaken users’ emotions?
5. Is it possible to visualize invisible products (course quality and effectiveness)?
6. How to maximize the number of users who see this activity?
7. Does it have practical value that makes users willing to spread it?

Author: Shelly of Pick Up Light

Source: Shelly of Pick Up Light