4400 words to analyze the user growth system of Zebra English

Today's case study is about the Zebra English growth system. Enjoy~

1. Case Introduction

Zebra English is a children's English education APP developed specifically for Chinese children aged 2-8 to learn English. Zebra English has developed a new AI interactive course based on the characteristics of Chinese children. The course is taught through AI interactive teaching in American voices, with rich course content and diverse interactive forms.

2. Growth System

Zebra English has performed very well in the industry and has been able to develop rapidly despite high customer acquisition costs. It is said that both the conversion rate and repurchase rate are higher than the industry level, so it is used as a reference or reference by various educational institutions. I have been observing Zebra English for nearly two years and have analyzed the growth of Zebra English in the WeChat ecosystem. I personally believe that Zebra English has the following growth methods:

1. Distribution

The distribution of Zebra English is driven by superior product packaging rather than recruiting promoters to promote it. Zebra’s distribution is distributed by all employees. It neither recruits promoters nor manages promotion. It is distributed voluntarily by students.

(1) Distribution products:

Zebra English Trial Class: The course is priced at 9.9 yuan, covering 5 courses, 5 days of tutoring by a dedicated teacher, and an offline learning package. Users will receive a full refund after completing the course.

Figure | Distribution course poster

(2) Distribution mechanism

Zebra English’s distribution methods have been changing and enriching. I will now break it down based on the current mainstream methods.

a. Incentives:

· For every person you invite, you will receive a 30% distribution commission, which is RMB 2.97, which will be credited to your account immediately;

·Random red envelopes: each person you invite can receive a random red envelope, up to 88 yuan, which will be credited to your account immediately;

Tiered rewards: invite 10 people to get a painting gift pack, invite 50 people to get a painting gift pack + English learning gift pack (this was also added recently).

b. Distribution process:

Generate posters in the menu bar of the Zebra English official account or in the APP;

·Share to mothers’ groups and friends circle;

Purchased by other users;

The official account will remind you that 2.97 yuan has been received, and a link to receive the red envelope will pop up;

·Click on the link, which is in the WeChat red envelope format. After clicking to receive, you can get a random amount. I got 5.72 yuan.

c. User purchase process:

·Purchase posters through APP, public account, and Moments;

·The WeChat official account will pop up a notification of successful purchase, reminding you to add the teacher’s WeChat (text message reminder at the same time);

·After clicking, you will be reminded to make money by distributing, and you can participate in the distribution;

If you do not want to participate, you can cancel and go to the page to add a teacher;

Scan the QR code to add a teacher;

Teachers create groups.

d. Distribution reminder:

After purchase, the official account will pop up and remind you on the page of adding a teacher;

· WeChat group opening ceremony reminder distribution;

SMS notification distribution;

Information notifications within the app;

·Pre-class reading.

(3) Distribution details page:

(4) User post-purchase process:

(5) Points that can be learned and reused:

a. Distribution poster

Zebra English's distribution poster fully meets the elements of designing a poster and is very attractive, especially in terms of interest stimulation.

b. Distribution rules details page

Incentive policy + distribution strategy + number of invitees + invitation method + detailed invitation rules, simple and clear, you can understand it at a glance.

c. Reward Mechanism

Cash rewards + random red envelopes + step-by-step incentives continuously stimulate user distribution.

d. Product packaging

Courses + rich teaching aids + low prices, users feel it is a great value and students feel it is a good sell.

e. Distribution reminder

There are layers of distribution reminders: official accounts, text messages, opening ceremonies, and APP course introductions. Every link is reminding new users to distribute.

(6) To be optimized:

a. Do multiple SMS reminders bother users?

b. Will multiple reminders make users feel disgusted?

2. Fission

Zebra English is also very good at fission, which involves the fission of physical objects, fission of virtual content, and fission that combines the real and the virtual.

(1) Physical fission

There are multiple ways of physical fission. I will give you one example: giving away 10 children's books.

a. The collection mechanism has three levels of incentives:

·【2】Friends follow and receive 214 electronic picture books;

·【15】Friends follow and receive 5 physical books (randomly);

·【25】Friends follow us and receive 10 physical books.

Figure | Physical fission poster

b. Pop-up dialogue

"xx, welcome to participate in the free book event! Please follow the steps below:

·Send the exclusive poster below to your friends;

·【2】Friends follow and receive 214 electronic picture books;

·【15】Friends follow and receive 5 physical books (randomly);

·【25】Friends follow us and receive 10 physical books.

Kind tips:

This public account will automatically prompt the progress;

For other questions, please search and add WeChat【xxxxx】for consultation

Exclusive poster is being generated↓↓↓"

c. Reusable points:

Incentive mechanism: Three-tier incentives to meet the needs of mothers with different abilities and encourage more people to participate;

Pop-up script: It should be concise and clear, and the activity rules should be clearly written. In addition, it should provide a warm reminder to guide users to add the activity to their personal account.

(2) Virtual content fission

If an educational institution can rely on teaching and research to attract content, it can then rely on free classes or low-price unlocking to achieve fission. Zebra English recently used virtual content to achieve fission.

Activity Description:

a. Grab an animal-themed class for 1 yuan, and then invite 4 friends to unlock all courses, which is very similar to group buying.

b. Course Introduction:

The animal-themed course consists of 5 lessons, covering 4 major themes. Students can learn 100 animal words, and learn about the animal world through real-life teaching by North American foreign teachers. (Note: Because the link is blocked, detailed disassembly is temporarily unavailable)

c. Reusable points:

Course packaging: 5 lessons, you can learn 100 words, the effect is externalized, and it fits the life scene and adopts the zoo theme;

Activity form: 1 yuan to unlock 1 course, invite 4 friends to unlock all courses, similar to group buying, mobilizing social relationship chains;

·High cost-effectiveness and low cost: Content diversion is generally low-cost, but parents need to feel the value.

(3) Group fission combining virtual and real

Combining their own advantages, they planned group fission that fit their own business. The most prominent ones are: 26-day natural spelling and 21-day English popular science picture book training camp. Here we take 26-day natural spelling as an example:

a. 26 days of phonics

Figure | Phonics class poster

Fission type: group fission

Fission product: Phonics class, with a learning cycle of 26 days, you can learn 300+ high-frequency words, 26 English letters and 20+ basic sentence patterns.

Promotion channels: first personal accounts and social networks, then promotion through several public accounts.

b. Activity process:

Promotion channel → scan the code to join the group → remind the task rules → forward to friends circle and mothers group → take screenshot to the group → approved → take classes in the group → check in on friends circle → receive trial gift.

c. Purpose:

Attract new customers through fission, and then provide services through the community, thereby converting Zebra English's 89 yuan monthly card.

d. Reusable points:

Poster design: The six elements of poster design must be met, and both the course value and physical incentives can be reflected;

·Incentive mechanism: punch in to get a picture book, and mothers have no resistance to picture books;

Group operation: Community operation is very simple, with robot operation and very simple and clear words;

·Check-in mechanism: Check-in for 26 consecutive days to receive a picture book. Check-in continues to attract new members and clean up the friends of the mothers again.

3. Activity drainage

Activity-based traffic generation is the use of fun activities: such as competitions, games, etc. Zebra also does a great job in attracting traffic to its activities. I will explain this with two examples:

1. Zebra Planet

Zebra Planet is a bit like Alipay's Ant Farm, which is hosted by mini-programs. Through fun activities, you can accumulate wish fruits and receive real ones.

(1) Entrance:

a. Zebra English Planet applet, which can be found by searching;

b. Invitation for help from mothers in the group.

(2) Activity path:

Click to enter the mini program → Click on Zebra Manor on the homepage to enter the manor → Collect energy through various methods to make the wish tree bear fruit → Collect 2-3 wish fruits each time the wish tree bears fruit → Accumulate wish fruits to exchange for real items.

(3) Activity Rules:

How to receive energy:

a. Daily benefits: 5-10 energies can be collected from 12:00 to 14:00 and 18:00 to 22:00 every day;

b. You can collect 2 energy points every day, 3 times a day;

c. Invite friends to plant trees to get 360 energy points (invite 10 people to get 3600 energy points, invite 15 people to get 5400 energy points);

d. Helping 3 people will earn you 5 energy points.

Figure | Specific process

(4) Reusable points:

a. The activity itself is of reference value and relatively novel;

b. There are various ways to accumulate energy, and the energy reward for inviting friends is doubled;

c. There are many kinds of items that can be exchanged, and their values ​​vary;

d. Mini programs are lightweight and convenient for leveraging social connections, and are more convenient for posting to Moments and private messages.

(5) Personal thoughts:

Small companies need to consider whether it is suitable, after all, the activity itself is very heavy.

2. Festival activities

Holiday marketing is a battleground for educational institutions, and Double Twelve is a good opportunity for discounts and activities. Zebra English held a Golden Egg Smashing event on December 12 this year (2019), targeting system course users, that is, a referral event, with two major benefits:

(1) Smash the lucky eggs to win prizes, 100% chance of winning

a. Smash the silver eggs to get large amounts of Zebra Coins, up to 3,000 Zebra Coins waiting for you!

b. Smash the golden eggs to win up to 188 yuan in cash, iPad mini, diamonds and other gifts!

How to get Silver Eggs/Golden Eggs?

Silver Egg Collection Guide:

a. Go to the Double 12 Golden Egg Smashing event page and sign in every day to get double the silver eggs!

b. For every new user you recommend who scans your exclusive poster, you will receive a silver egg, no upper limit!

Tips for collecting golden eggs:

a. For every friend you recommend to purchase Zebra English premium courses, you will receive a golden egg, no upper limit!

(2) 100 sets of each of five high-quality educational toys, limited time offer! Only available on December 12th!

This is not a payment flash sale, but a limited-time redemption of diamonds for a popular diamond product that can only be obtained by inviting users.

a. Entrance:

·Zebra English APP;

·The top tweets of multiple Zebra English public accounts.

b. Process:

Enter the page → Generate poster → User purchases → User gets word cards → You get golden eggs and diamonds → Smash eggs and redeem gifts.

c. Reusable points:

The activities are diverse, not just one, and the two activities are mutually reinforcing;

·Rewards include virtual, physical and cash, with various incentive methods;

The referral activity is novel, and usually the referral is free lessons or direct gifts of physical objects.

4. Referral

Zebra English has done quite well in referrals, and it is said that the income from referrals accounts for a relatively large proportion.

1. Referral Rules:

(1) Recommend 1 person to purchase the course and you will get 2 diamonds, and the student will get 100 word cards;

(2) The accumulated money can be exchanged for different commodities of varying values.

2. Entrance:

(1) Zebra English APP;

(2) Zebra English Service Account.

3. Reusable points:

(1) Two-way incentive mechanism: both the sharer and the buyer can benefit;

(2) Multiple reward mechanisms that can be exchanged for a variety of prizes;

(3) Rich prizes to meet the needs of different energy levels;

4. Details page:

5. Channel Cooperation

Zebra English currently cooperates with multiple course promotion platforms and social e-commerce platforms. The channel commission is currently unknown, and promoters can earn between 60 and 80 yuan. The commission for a promoter of a monthly card of 89 yuan on a certain platform is 80 yuan, and the commission for a promoter of a monthly card of 89 yuan on another platform is 65 yuan (because the commissions are set differently, no screenshots are shown).

1. Reusable points:

(1) Use monthly cards to cooperate with channels instead of trial classes. To cooperate with channels for trial classes, you need to give the channels at least 50 yuan in commission, and you also need to convert to monthly cards. The channel cooperation monthly card not only directly converts into large classes, but also does not require re-payment;

(2) The commission paid is high, channels are willing to cooperate, and there is no need to spend too much time on communication costs.

2. To be optimized:

(1) The commission policy of promoters is not unified, which may easily lead to dissatisfaction among channels and cause price gouging among channels;

(2) 89 yuan gets you 80 yuan cash back, which is easy to get.

6. Delivery

1. Publish in Moments

Zebra English offers monthly passes on WeChat Moments instead of trial classes.

2. Reusable points:

(1) Price anchor point;

(2) Scenario-based display;

(3) Effect display.

Figure | Courses posted on WeChat Moments

-END-

Author: Terracotta Warriors Still Waiting for You

Source: Terracotta Horse Still Waiting for You