Last year, the education industry accounted for 50% of our revenue. This year, due to the epidemic, major customers in the retail industry accounted for 60% of our revenue in the first half of the year.

According to the latest statistics in August, we have designed fission operation plans for the WeChat ecosystem for more than 100 retail customers, including Procter & Gamble, Mars, MINISO, Pagoda, Weinoa, Hepulan, Secoo Trytry, LOHO Glasses, Xiaomi Youpin, Daily One Tao, etc.

So today I will bring you a special review of the retail industry, selecting four "fission gameplays" that we have verified in actual combat and have been tried and tested, and attaching a very fine-grained battle map, so that you can quickly reuse it in combination with your own business model~

It seems that the activity process and UI presentation of each "fission gameplay" are very different, but the underlying layers are composed of three major links: "bait + packaging + gameplay".

The following will explain one by one how to combine different business scenarios (offline stores accumulate traffic to corporate WeChat, online fission expands traffic back to stores for repeat purchases, etc.) + different numerical strategies = different fission gameplay.

1. 1 yuan for the first order from a new customer + red envelope fission model

I have communicated with many customers before and found that they all have some common needs:

• I have also conducted fission and new customer acquisition activities, but the fission results were not satisfactory. Is there a more effective way to attract new customers through fission?
• When we do some activities, we find that the cost of attracting new customers is very high. Can we reduce the cost of attracting new customers?
• We have a lot of old users, but we have never done any activities to attract new users. Is there any method that is suitable for us?

After actual combat tests with customers such as "Baiguoyuan" and "Watsons", we concluded that the [1 yuan new customer first order + red envelope fission model] can solve the above pain points.

The first is the “bait” layer: in the high-frequency, low-unit-price retail industry, the most common methods used for old users are “discount coupons/group buying/bargaining) + multiple touch points (pop-ups/text messages/push/public accounts/communities)” to arouse users’ purchasing needs or drive sharing.

However, we have collected data from past fission cycles and found that 67% of “sharing users” only want to make money, not to get discounts on purchases.

Many businesses have the mentality of "keeping the wealth within the family": if users forward their content, they will only receive coupons/form a closed loop of consumption, which reduces the fission rate. Therefore, we share with old users and give them direct cash rewards.

Many people mistakenly believe that the traffic brought by such fission is inaccurate and all of it is for freeloaders, but our experiments have found that:

Compared with the retail industry, the customer acquisition cost is 60 to 100 yuan (the first order from a new customer is about 50 yuan), and the ROI is less than 1; the cash reward of 5 to 10 yuan we give to old users can bring in a first order of 50 yuan from a new customer.

Moreover, based on the trust of the user's social relationship chain, the "conversion rate of new customers' purchase orders" brought by fission is 3 times higher than that of channel delivery, and the subsequent repurchase unit price is also higher;

Because the principle of WeChat fission is the "circle effect": if your old users are in the class with a monthly income of over ten thousand, then their social relationship chains are mostly in the same class, and it is definitely not the case that all of them have a monthly income of one thousand.

The "bait" for new users is a combination of "cash red envelope fission" based on the industry's tried-and-tested "subsidy method."

For example, new customers can choose one item (priced at 10 to 20 yuan) for their first order with 1 yuan, lowering the decision-making threshold. When new users check out, they will be prompted: free shipping for orders over 50 yuan/free shipping for in-store pickup (10 yuan for home delivery). After payment, a cash red envelope will pop up: guiding users to share the "1 yuan purchase" benefit with friends, and when someone places an order, the money they just paid will be refunded immediately.

Previously, in order to quickly increase user LTV, most shopping malls guided new users to continue shopping after they placed an order, without guiding them to split.

After we modified the path: the fission rate increased by an average of 2 to 10 times. On the activity page, customers are encouraged to add corporate WeChat, and the repurchase model is combined to increase user LTV.

One-yuan first order from new customers + red envelope fission model

The text description in the picture is already very complete. Those who are interested can download the original picture to view it. Here are two main points: the three core modules of the combat panorama.

1 presentation layer (i.e. the page screenshots that users see):

We will arrange every step of the process and screenshots that users go through during the activity to facilitate checking for omissions, such as deleting unnecessary login processes (I believe that many people hate it as much as I do, when they visit a mini program and have no idea what page it is, there is only a login interface that is a roadblock).

Allow users to place orders and split users very smoothly according to our expected process. The longer the page, the higher the churn rate. Chop, chop, chop...

2 bottom layers (the essence of the activity):

The first is the strategic design of the page: combining the supply chain and user preferences, selecting different products in different regions to participate in the event, adjusting the value of the incentive red envelope for different groups of people (for example, 10 yuan in first-tier cities, 5 yuan in third- and fourth-tier cities), the arrangement structure of the selling points on the details page, etc.

The second is the underlying user psychology: stand in the user's perspective and empathize with the user. What will the user think when seeing this page? What is the next action we designed to guide him/her? This will help us to determine whether our design is reasonable.

For example, if you want users to place an order right away, the page design should use warm colors to highlight the warm atmosphere, a millisecond timer countdown to highlight the sense of urgency, and a circular scrolling marquee of users who have placed orders to stimulate the herd effect...

These underlying strategies are "reusable" and can help us accumulate excellent experiences from different projects for the next application. With less trial and error, we can achieve: lower customer acquisition costs and higher fission propagation efficiency.

This operating model can be summarized in one sentence: design "blind box" random rewards to mobilize old users to share and spread the word, bring in accurate circle traffic, give "big newbie luck" rewards to new users who visit, lower the threshold for first-order decision-making, and at the same time retain users on high-reach carriers such as corporate WeChat/personal accounts/service accounts, and launch a combination of repeat purchases to accelerate the improvement of user LTV.

2. Distribution fission: offline precise customer acquisition model

The first model requires investment in customized technology research and development, and the opening up of the entire online and offline digital chain. The larger the customer base, the better the effect. However, for small offline businesses, or large traditional companies that want to try it out with a small cost first, "distribution fission" is the best weapon.

Distribution fission model

There is no need to deploy a complex shopping mall system right away. You only need to select a popular sku, design a poster and a details page to go online for testing and promotion.

The first core "bait" of this model is usually: a hot-selling item or a great value gift package, because for customers, traveling to the store is a very high decision-making cost.

Packaging a "choose 1 gift package" and piling up a bunch of gifts on posters and detail pages will make users feel that they only need to pay a very low price to get a lot of benefits, thereby increasing the payment rate.

But it must not be given away for free! Even if you allow users to enjoy a "1 yuan flash sale", because you get users to pay, the subsequent in-store check-out rate will be high (usually 80%), and there will be related sales only when users go to the store.

One of the cases is: a certain educational institution simply priced the previously free trial classes offered offline at 198 yuan, and at the same time cooperated with many surrounding institutions such as swimming classes, martial arts classes, calligraphy classes, and English classes to promote each other: users can get 7 classes for 1 yuan, with a value of nearly 1,000 yuan.

The essence has not changed, but the "1 yuan flash sale" has packaged the original "free courses" with value, while motivating users to complete tasks: share the free courses with friends and get "textbooks"/"toys"/"full-priced courses" for themselves. In the end, 9,000 people split.

The second core "game play" of this model is: the automatically bound secondary commission mechanism. When users share with their friends and make a purchase, the distribution income will be immediately credited to the WeChat wallet.

Many retail companies do not have a system that "binds superiors and subordinates", which leads to many sales/operation people being unwilling to forward the company's official account articles and posters; Dong Mingzhu's first Douyin live broadcast only sold 200,000, the next one sold 310 million, and the latest record is 6.5 billion per show, which is due to the use of "distribution + live broadcast."

Here we recommend the secondary distribution fission tool called "Zero-One Fission". It does not require additional background settings. Users can automatically bind superiors and subordinates by simply forwarding. After the subordinate places an order, the commission will be automatically transferred to the superior's WeChat account. It is simple and fast!

Offline shopping malls like "China Resources Ode to Joy" and "Shenzhen Happy Coast City" were doing distribution fission. Previously, the employees had no enthusiasm. Later, the employees were able to bring in 6 to 10 users within 5 kilometers to make purchases in each fission activity.

WeChat has 1.2 billion monthly active users, and 50% of users have less than 200 WeChat friends. The more decentralized and regional the circle effect is, the more obvious it is: if your user is in a certain city, most of his or her friends are in the same city, which ensures that the "sharer" can bring accurate "same city" users with a high probability.

Moreover, as long as the "distribution fission" activity of a branch in one city is effective and other cities can quickly replicate it, it can still trigger a screen-sweeping sensation in the local area.

This operating model can be summarized in one sentence: design low-priced "gift packages" that make users feel they have great value for money, increase the payment rate, and use secondary distribution incentives such as "real-time change on WeChat" to motivate old users to share and spread the word, thereby bringing in precise circle traffic.

3. 1 cent distribution fission model

"Distributing samples" was previously a tried-and-tested method of acquiring customers for many offline beauty stores. However, due to the impact of the epidemic and a sharp drop in offline traffic, the diversion effect was poor, so we brought this popular gameplay online and added a fission mechanism.

There are some common problems with the previous offline "sample distribution":

• The number of samples sent out every day is limited and cannot meet the traffic needs of brands;
• It requires investment in hardware and rental costs, and the overall traffic acquisition cost is high;
• The payback period is approximately 4 to 12 months, and it is more about increasing brand exposure and interactive experience.

When switching to "distributing samples" through online channels, many companies are most worried about being fleeced by "freeloaders". The influx of a large amount of general traffic will make subsequent conversions difficult.

The "freeloaders" are interested in standard products that can be resold in bulk. This can be solved by: segmenting user needs to design "precise" samples. For example, giving "real test papers" to parents, who will not be interested in taking them home; giving "diapers" to mothers, who will not be interested in taking them home.

For beauty products, we designed activities such as “pay the postage and get a free trial pack” to attract relatively accurate users, and “submit a selfie after trial and you can get the postage refunded” to lower the user decision-making threshold and encourage a large number of users to place orders.

At the same time, a fission mechanism is implanted: a red envelope pops up on the interface after the user receives the trial package, guiding the user to share and invite friends to receive the trial package and earn pocket money for themselves (a few yuan of random cash red envelopes will be credited to the account in real time via WeChat), and mobilizing users to share the activity with friends in various communities/circles of friends.

One-cent pie fission model

Similarly, based on the "circle effect", the accuracy of users brought by fission is guaranteed, and the effect is better in smaller circles: for example, products specially designed for teachers are sent to the teacher circle, and products that college students like to use are sent to the college student group.

The data obtained by sending hundreds of thousands of [1 cent samples] to two major beauty clients are as follows:

• On average, each user who participated in the event brought in 4 users;
• The rate of adding personal accounts is 50%+;
• The payback period is about 1 to 4 weeks, which is much more efficient than the sample machine.

The key to the long-term success of this model lies in having a strong personal account sales team: for example, a beauty company we cooperate with has 2,000 personal account sales. Through refined operations over a long user life cycle, it can convert 50% of users who request a postage refund into purchasing high-priced goods.

This operating model can be summarized in one sentence: through the theme of "1 cent sample distribution", a large number of users are attracted to visit, accurate users are screened by postage, and private domain traffic is accumulated to convert repeat purchases and orders. "Random cash red envelopes" are used to mobilize new and old users to share, and the invitation rankings/secondary rewards are combined to maximize the stimulation of users to promote multiple times.

4. “Development Game” Model

If you pay attention, you will find that when you open any national-level APP, there must be "cultivation-type" games:

Alipay’s Ant Forest (you plant a tree online, and Alipay will help you plant a tree in the desert), Pinduoduo’s Duoduo Orchard (you plant a tree online, and Pinduoduo will send a box of fruit to your home), Meituan’s Xiaomei Orchard (you plant a tree online, and Meituan will send you a takeaway meal), Tmall Manor, etc.

As the cost of acquiring customers becomes increasingly high, designing a strong retention and activation operation model for new users generated through deployment and fission is a top priority for all companies. The "development game" is currently recognized as the most useful model after testing.

We have also designed operating models for "development games" for companies such as Procter & Gamble, Xiaomi Youpin, Daily Tao, China Taiping Insurance, and JD Finance.

The current "cultivation games" on the market have the following gameplay: the 14-day retention rate of active users can generally reach 73%/monthly retention rate can reach 50%, the average number of shares per person is more than 15 times, and the conversion ROI of e-commerce business is greater than 3 (product revenue/reward cost).

There are online analyses of why the "cultivation type" is so popular. I think the best explanation is that primitive humans gathered wild fruits, and the feudal society for 2,000 years was an agricultural civilization, so "farming skills" are an instinct engraved in our genes.

But from the perspective of scientific addiction mechanism analysis: the sense of goal of "growing a tree/an animal" is definite, each action taken by the user (watering/feeding) will correspond to immediate numerical feedback, and there will be a sense of surprise when random rewards pop up during the growth process. A perfect operating model that combines all the advantages.

After users have invested time and retained, business-related conversion strategies can be embedded in the game. For example, in order to obtain props, users need to complete tasks such as "browsing the mall page" and "poverty alleviation shopping".

Cultivation game model

We have disassembled almost all the development games on the market, combined with our own experience of more than ten development games, and divided the design of a development game into four main steps: acquisition, activation, retention, and dissemination (as shown in the figure).

Acquisition: Combine the characteristics of your product and choose a story model to design a gamification scenario, such as planting millet on Xiaomi APP and planting money trees on JD Finance. If the story is not chosen correctly, it will be awkward to implant a task system later. For example, if you are a fruit seller planting a money tree and the reward for the money tree is takeout, it will be confusing if the logic is not self-consistent.

Activation: It mainly provides a refreshing experience in the "novice period". Users can feel a very "big" change in the "cultivation object" by clicking an action (watering/feeding), which makes users feel a great sense of accomplishment in a short period of time; and then assist with operational routines such as pre-rewards to maximize user retention.

The retention and dissemination strategies are more common, and they involve numerical adjustments, adding or deleting task systems, and providing reward baits with varying levels of subsidies based on business needs.

This operating model can be summarized in one sentence: tell a story, combine it with the most addictive game mechanism, and come up with a sign-in system with the highest retention and sharing rate.

5. WeChat Enterprise Operation Model

In the past six months, our private domain traffic team has operated corporate WeChat for clients including retail companies with thousands of stores across the country and overseas consumer goods giants;

Design a full-link private domain traffic operation model from traffic sedimentation, fission propagation, to sales conversion, and ultimately empower customers in terms of "business + revenue".

Let me share with you some of the interim results of our research and operation of the Enterprise WeChat project:

• The number of people diverted from offline stores to online personal accounts was only a few hundred, but within 2 weeks, the number of people diverted from stores to online personal accounts was more than 30,000.
• The addition rate of express parcel cards has been increased from 5% to 15%.
• The average customer spending per offline store increased from RMB 43 to RMB 53, and the average customer spending per first order from new customers increased by RMB 10
• The purchase conversion rate of online promotional flash sales reached 50%+
• ...We are also continuing to iterate and explore more project effect data. We welcome sponsors who have built private domain systems and operated corporate WeChat to support us~

Author: Jian Feng

Source: Operational In-depth Selection