In the past few days, a lot of sharing and supporting messages suddenly appeared in the WeChat group. The group was also full of sharing links of a certain APP. Upon closer inspection, it was an APP called Hua Xiaozhu Taxi.

I heard that this is a new product incubated internally by Didi. Judging from the intensity of subsidies and the overwhelming sharing momentum in WeChat groups, it is definitely well prepared. Let's take this opportunity to talk about its marketing methods.

As a newly launched taxi-hailing app, its primary task is to quickly attract users and expand its market share. From the intensity of Hua Xiaozhu's subsidies, it can be clearly seen that its current focus is indeed to seek explosive growth in the number of users. In order to achieve this goal, Hua Xiaozhu has used a combination of social fission marketing.

1. The model of social fission

Any social fission activity is based on two directions: attracting new users from old users and promoting activation among old users.

The basic model of social fission activities:

1. Old users invite new users: old users get reward 2, new users get reward 3
2. Old users invite old users: old users get rewards 1

1. Old pull new

When old users invite new users, the reward amount is much higher than that of old promotions. The main reason is that the value of the pure active behavior of an old user in a single day is far less than the value of a pure new customer growth.

Stimulated by high rewards, old users try to invite new users. New users are induced by new customer gift packages (usually with higher amounts) to complete the registration, first login and even real-name verification processes.

In daily marketing activities, most activities will set up tasks to invite new customers to the activities, and the reward amount is higher than other tasks. This is exactly the same as inviting new customers to the APP.

2. Aging promotes aging

The activities between old users usually take the form of support. In actual scenarios, friends usually help each other, that is, A initiates help to B, B helps A, B initiates help to A, and A replies to help B.

The purpose of promoting aging is mainly two-fold:

The first is to achieve mutual activation among users within the site . Ideally, the goal is to allow active users within the site to reach silent users within the site through media (mainly WeChat and QQ), and then convert silent users into active users through incentives and stimulation from marketing activities.

This is why, in the long-term marketing activities of major platforms such as JD.com, Taobao, and Pinduoduo, the inviter can get high rewards after inviting friends to return to the APP to plant trees. However, in the actual operation process, it often becomes a low-value mutual assistance link between active users.

The second is to increase the exposure of the event and thus increase the participation in the event by leveraging the self-propagation of users in media channels .

Common marketing activities during big sales periods, such as JD.com’s cake stacking activity during the 618 period and Taobao’s synthetic train activity, all have daily support tasks. The number of times a user can receive support is definitely greater than the number of times a user can help others. The main purpose is to encourage users to spread the message outside of their fixed circles and increase the exposure of the activity among other user groups.

2. Focus of social fission

After clarifying the fission activity model, the focus of activity design becomes more specific:

1. Encourage old users to invite new users. Is the reward incentive sufficient after the old users successfully invite new users?
2. To stimulate new users to accept invitations, is the incentive of the new customer gift package sufficient?
3. Stimulate old users to help each other, and make sure the difficulty of the task and the amount of reward match

The setting of rewards is closely related to the platform's business type, platform development stage, activity launch, user activity value, new customer value, etc.

Taking business type as an example, the average market price of new customers for an MMO mobile game on Android is about 50 yuan, while the average market price of new customers for financial applications can reach 100 or even 200 yuan. In financial business, the user value of micro-loans is usually higher than that of fund users.

Taking the platform development stage as an example, during the stage when the taxi-hailing platform is burning money to expand, the value of a single user is higher than that of Didi, which is currently in a near-monopoly position, because every time a user migrates to a competing platform where a fierce battle is in progress, it will have a backlash effect on Didi.

Other aspects will not be elaborated.

In general, the model of fission activities is old customers promoting old customers + old customers bringing in new customers. The core focus is on the design of rewards. Next, let’s see how Hua Xiaozhu does it specifically.

3. Social fission of Hua Xiaozhu

First, expose the core interests

Hua Xiaozhu Taxi, which is new to the market, uses subsidies as its core output. Therefore, at the event level, the first thing is to strengthen the exposure of subsidies throughout the entire event process, and clearly inform users that Hua Xiaozhu is spending money and there are subsidies for taking taxis.

1. On the website, the homepage has a floating screen special effect of gold coins and red envelopes, and the page is packaged with bright active colors and large and bold subsidy copy, striving to create an atmosphere of unlimited subsidies for taxi rides.
2. Outside the site, Hua Xiaozhu only allows sharing on WeChat. Through the mini-program sharing window + activity landing page, it reinforces the concept of free taxi rides + earning money by sharing, and bombards users with multiple activities.

The implementation of the activity mode

The overall play style of Hua Xiaozhu is summarized as follows:

(1) Old customers attract new customers

• Form: Invite registration → Take a taxi → Take a second taxi
• Reward: 3 yuan cash → 5 yuan cash → 10 yuan cash

(2) Aging-promoting Aging-A

• Form: Invitation to help (low difficulty)
• Reward: Discount coupon (60% off)

(3) Aging-promoting aging-B

• Form: Invitation to help (high difficulty)
• Reward: 100 yuan in cash

(4) Retention of old customers

• Format: Sign in
• Reward: Taxi allowance

To sum up, there are two lines: expand the user base by attracting new users through old users, and maintain user retention and activity through old user promotion + sign-in.

Hua Xiaozhu Taxi has basically achieved full process coverage of reaching users → converting users → retaining users. In addition, as taxi-hailing is a high-frequency consumption behavior, the prices of the two current express giants Didi and Meituan have tended to be stable. Hua Xiaozhu's high subsidies appear more attractive, which enhances the speed of activity dissemination. With the help of social fission, the platform's user growth efficiency is improved, and it is expected to achieve explosive growth in the number of users in the short term.

This is the basic routine of social fission. High rewards are used to stimulate old customers to bring in new customers, new customers are attracted through new customer gift packages, and old customers are encouraged to keep old customers through support. In addition to this, other activities can be added, such as using sign-in for Hua Xiaozhu taxi-hailing, to gradually maintain the long-term retention of users.

Author: Unknown PM

Source: Unknown PM