Pinduoduo's latest WeChat fission gameplay dismantled

Those who follow WeChat Mini Programs may know that due to the limitations of WeChat Mini Programs themselves, QR codes could not be directly recognized within the Mini Programs. This directly killed the idea of ​​using WeChat Mini Programs to drive traffic to WeChat public accounts/personal accounts/corporate WeChat accounts.

But not long ago, a friend discovered that it is already possible to recognize QR codes within WeChat mini-programs. After knowing this news, although I expected that there would be many fission players and new actions, I didn’t expect it to come so quickly.

This time we analyze Pinduoduo 's gameplay of circular fission through mini-programs + articles + groups, and the bait used is red envelopes.

Case Name

Pinduoduo in-app purchase group mini program fission group activity

Case Objectives

Attract new members to the in-app purchase group through mini programs + red envelopes

Pinduoduo Mini Program fission and new user acquisition flow chart

Case Path

1. Grab red envelopes in WeChat groups

Directly sending cash red envelopes can quickly grab the attention of everyone, regardless of gender, age or status, and ensure the first-level conversion effect.

2. Help grab red envelopes + receive your own gratitude red envelopes

After helping your friends, you can also lead a gratitude red envelope to complete the bait.

3. Share red envelopes and withdraw cash

The first level of fission is carried out by "invite friends and get a 10 yuan red packet immediately".

4. Scan the QR code to join the group

Use the live code in the article to enter the WeChat group and start private domain traffic operations.

Supplement: Activity rules

Event Highlights

1. Open red envelopes to induce

The red envelope opening page of the mini program is a "symbol" that almost all users are very familiar with, and users are very likely to click on it habitually.

2. Altruistic Mechanism

The copy "Click to help me grab a cash red envelope, and you can get one too" tells users very simply that this is an altruistic behavior that both the sharer and the person who helps click can be rewarded.

3. The path is extremely simple

Open the red envelope → read the article → join the group, each step is linked to the next. The whole process can be completed within 15 seconds. The path is extremely simple and can greatly improve the conversion rate of the whole process.

4. Multiple inductions into the group

In order to attract new members to the group, we used both "double the red envelopes for joining the group + countdown benefits" and "continuous red envelopes within the group" to continuously improve the conversion rate of each step into the group.

5. Retention Mechanism

Everyone knows that the retention of mini programs has always been a big problem. In order to improve the retention of mini programs, this time not only daily support and withdrawals will be done through the mini programs, but also special tasks will be set up.

Insufficient activity

1. The bonus amount is low and not attractive enough

After testing with several friends, we found that most of the red envelopes we received were between 0.2 and 0.5 yuan. Compared with similar products, the bonus settings are relatively low, which will affect user participation. But it may also be that the activity has just started, and in order to test the data, the red envelope amount has not been adjusted yet.

think

Pinduoduo took advantage of the rule adjustment of "QR codes can be recognized in the mini program" to quickly launch a new fission gameplay through the mini program → article → group. The path is extremely simple, and in fact, many similar e-commerce shopping guide products can try it.

In addition, in addition to attracting new members to the group, you can also combine business attributes to drive traffic to personal and corporate WeChat accounts.

Author: Gao Zhihao

Source: Gao Zhihao