Case Analysis | Analysis of the Wandou Thinking Growth System

Nowadays, many marketing promotions in the education industry are carried out online. The common operation of WeChat communities or public accounts and good ways of attracting new users can achieve good results in user growth . The author of this article shares the analysis of the growth system of WeChat ecology in the education field. Let’s take a look.

Today I bring you an analysis of the growth system of Pea Thinking, which mainly revolves around the analysis of the growth system of the WeChat ecosystem. Please enjoy it.

1. Introduction to Wandou Thinking Products

Pea Thinking mainly focuses on cultivating mathematical logical thinking, concentration and learning habits for children aged 3-8. The course mainly includes five modules: numbers and calculations, graphics and space, statistics and probability, logic and reasoning, and life applications. It is mainly aimed at children from kindergarten to third grade of elementary school.

From June 2018 to May 2019, the monthly revenue of Wandou Thinking increased from 300,000 to 28 million, an increase of nearly 100 times. Wandou officially announced that its monthly revenue in March 2020 exceeded 90 million. At the same time, Wandou Thinking said that 80% of its new users came from referrals, the full class rate was 90%, and the renewal rate reached 80%.

How did Wandou Thinking achieve rapid growth? Next, the author will mainly analyze it for you from the growth system of WeChat ecosystem and the referral system and distribution system of Wandou Thinking.

2. Analysis of WeChat Ecosystem Growth System

Judging from the situation of the Wandou Thinking WeChat ecosystem, the WeChat ecosystem mainly provides an entry point for new users to register and receive free trial classes; this means that the North Star indicator for the growth of the WeChat ecosystem is the number of new users.

The WeChat ecosystem obtains traffic, guides parents to click, enter their mobile phone numbers to register for trial class spots, and sales follow up to arrange trial classes, follow up on later courses, and close deals.

The process is as follows:

So in this process we can get a growth formula:

WeChat ecosystem attracts new users = WeChat ecosystem growth user ✖ click rate ✖ submission registration rate

WeChat ecosystem user growth = natural growth + old users bringing in new users = natural growth + old users ✖ sharing rate ✖ conversion rate ✖ sharing frequency

Next, the author will break down the above growth formula around several key channels in the WeChat ecosystem.

1. Official Account

The official accounts mainly adopt a matrix model. When searching on WeChat, there are 15 official accounts related to Pea Thinking products, including Pea Thinking AI courses, Pea Thinking question bank, Pea Thinking children's thinking training, Pea Thinking courses, Pea Thinking Enlightenment and other product matrices; Pea Thinking and Pea Thinking service accounts are the main official account matrices.

After following the official account, users are mainly stimulated to click and receive courses with the benefit of free courses. Taking the Wandou Thinking that I follow as an example, after following the official account, there will be news notifications about small classes for children's mathematical thinking, fun graphic stacking games, and premium thinking courses.

During this process, sales leads are obtained through following replies and sending notifications on the official account. In addition, there is also an entrance to the Wandou Thinking mini program in the menu bar of the official account.

1) Message push analysis

In the process of following the official account, the main interest point is to get a free trial class worth xx yuan, and the user's fear of losing is used in the copy; for example, keywords such as "limited time 0 yuan" and "about to expire" are used to create a sense of urgency and stimulate user action; and there is a sharp contrast between the 0 yuan and the original price of xxx yuan courses, which uses the psychology of loss aversion to the extreme.

However, in this process, if the frequency of message push is too frequent, it may disturb the users and cause them to unsubscribe directly.

2) Landing Page Disassembly

However, the landing page also highlights two core interest points. One is that you can get a course worth xxx yuan for free for 0 yuan, and the second is that the course content is refined so that users can see at a glance what the course includes and whether it is suitable for their baby.

Moreover, the input of mobile phone number and the above interest points are on the same screen, so users can see the key content points without scrolling down, which is conducive to the final conversion.

If the public account's message push can be used in conjunction with the mini program, it can reduce the steps for new user registration to a certain extent and effectively improve the efficiency of end-user conversion.

3) Activities to attract new customers through old customers

In the menu bar entrance of Pea Thinking and Pea Thinking service account, there is an entrance to attract new members by bringing in old friends: invite 15 friends to follow and you can get a Super Wings Children's Science Experiment Set with 0 yuan postage.

During this process, links for free trial classes at 0 yuan will still be pushed, and the content will be related to the name of the free prize, giving people the illusion of directly receiving the prize.

Judging from the current situation of parent participation, there are 621 participants, 16 people have completed the task, and 36 people have invited friends and recorded their participation. The fission activity has not been well developed.

On the one hand, there is the problem of inviting too many friends at one time. On the other hand, there is also the problem that the event prizes are not so attractive to parent users.

From the perspective of attention and replies, fission is a way to acquire new users in order to bring in new users and increase sales leads; it mainly uses Wandou Thinking as the main carrier to obtain sales leads for each course through automatic replies to attention and message bombing push.

4) New Year lucky draw event

In addition to fission-based new customer acquisition, there are also task-based new customer acquisition activities developed by Pea Pod Thinking itself.

Complete the assigned tasks and you will get a New Year's card. The New Year's lottery can be used for the draw, with the highest prize being iponhe 12.

Tasks include:

• Invite friends to register;
• Friends attend trial classes;
• WeChat sharing;
• Exclusive tasks for old users: check in on WeChat Moments posters and complete regular lessons;

In addition, you can invite friends to attend trial classes and combine them with Taskbao. In addition to receiving New Year's sign-in rewards, you can also receive physical rewards.

In the process, after clicking the Invite Friends button, you can use the template to generate a customized poster. After generating the poster, directly copy the invitation message.

In the invitation poster, the interest point of limited-time free gifts is also used to stimulate users to scan the code; the poster shared has a mini-program code, not a public account QR code; scanning the mini-program code directly enters the free landing page, and you can log in directly using WeChat and select the child’s age, which can minimize the process and increase the registration rate of new users.

2. Mini Programs

In the mini-program matrix under Wandou Thinking, there is still only a landing page for new users to get free courses.

It should be that within the WeChat ecosystem, mini programs and WeChat official accounts are used together. Mini programs only serve as a tool to shorten the user registration chain and increase the successful registration rate. Mini programs will not be focused on and operated separately.

This means that within WeChat official accounts and WeChat mini programs, the main responsibility is to attract new users and obtain sales leads. In this process, the main method is to use WeChat official accounts to attract new fans + mini programs to acquire new users.

3. Referral System

The founder of Pea Pod Thinking once said that the company attaches more importance to traffic pool and distribution; while growing, Pea Pod Thinking focuses on endogenous growth and has basically no investment, especially in the past six months, relying mainly on referrals and word-of-mouth renewals.

Currently, 80% of Wandou’s new traffic each month comes from word-of-mouth referrals. The 898 strategy was proposed internally; this means that 80% of growth comes from referrals and word-of-mouth renewals, 90% full-class rate, and 80% annual renewal rate.

Next, I will focus on breaking down the referral system of Pea Thinking.

1) Weekly check-in activities

There is an entrance for weekly check-ins in the menu bar of the Pea Thinking parent app and the Pea Thinking service account. According to the founder, on average, each old user can bring in 8 valid users within the first 3 months.

You can also generate a personalized poster. After saving the poster, you can directly copy the invitation message to share it.

However, in the process of generating personalized posters, users are required to upload pictures to generate posters themselves, and users are not given the right to choose. This may cause a certain loss in the conversion funnel during the process of generating posters.

2) Invite friends to register and get Wandou Coins

Paid students (system courses) can participate in the lottery by inviting friends to register, and can win up to 60 live class hours; in addition, they can receive tiered rewards of Pea Coins. Pea coins can be used for raffles or exchanged for gifts.

Invited students can receive 1 trial class and 8 high-quality recorded classes on logical thinking and reasoning.

4. Distribution System

1) Agency system

However, Pea Pod Thinking started out as an offline business, and started to transform online in 2019, so it has a natural advantage in adopting the agent distribution model. Recently, Pea Pod Thinking also launched the Pea Alliance Leader project to recruit agents for distribution.

2) Distribution cooperation system

The distribution system of Wandou Thinking is different from the user distribution system of Zebra AI courses. At present, Wandou Thinking is mainly based on the 2B cooperation distribution system, including the OMO model, which relies more on large B or capable agents for distribution.

For example, we use live streaming to acquire new users, so we started our first live streaming with the big V store at the end of March last year. We sold more than 3 million products in this live streaming.

V. Conclusion

In general, Wandou Thinking does not have a model like Zebra AI courses, which adopts a model of acquiring customers through low-level courses, community services, and high-level course conversion.

In general, free trial classes are used as a benefit point to obtain sales leads, and later sales are arranged for trial classes to conduct course experience conversions.

In this process, we mainly use the WeChat ecosystem customer acquisition + referral + distribution model to acquire and increase users, and judging from the current results, it is very good.

Author: Operation Wang Diary

Source: Operation Wang's Growth Diary