Gaining 100 million users in 6 months? Taking stock of Taojiji’s marketing and promotion techniques!

Two days ago my mother suddenly asked me: Do you know táo jí jí? Is it true?

Me: What? Tao Jiji? David Tao? Mom, when did you start chasing stars?

You can see that Taojiji ads are everywhere in WeChat Moments, Douyin and Kuaishou. You can buy a truckload of stuff for 100 yuan. Have you heard of it? I think it's a bit misleading...

Then my mother sent me a picture. It showed a skirt that cost about 10 yuan, eh?

(Taojiji’s WeChat Moments advertisement)

Driven by occupational disease, the editor remembered the advertisements that Taojiji had shared before on other platforms. When I saw it again, Taojiji has been in the top three of the App rankings for almost a month. It is really rare to see such a vigorous App.

(Taojiji’s ranking in the App Store in the past month)

What has enabled Taojiji to grow so fast? Why not let me take you back to the Taojiji advertising journey~

1. Taojiji itself

When you open Taojiji, the slogan of Taojiji appears in front of you: The more you buy, the more you earn. Simple and crude, it hits the user's soul directly.

The slogan disappeared very quickly, and Taojiji didn’t put any advertisements on its face. On the homepage, I felt the focus of Taojiji: cheapness.

The price of most products does not exceed 10 yuan, and products above 10 yuan are considered "high-priced products."

This form uses the advantage of low prices to attract users.

2. How did Taojiji gain 100 million users in just 6 months?

From August last year to March this year, the number of Taojiji users grew rapidly. In just 6 months, the number of users approached 100 million, with monthly active users exceeding 10 million. What did Taojiji do?

1) Crazy advertising

Take a look at the screenshots of Taojiji's ads on various platforms. They are all screenshots of cases that I have shared before. It is better to make a summary today~

(Kuaishou advertisement)

(iQiyi advertisement)

Um~ Actually there are several other platforms, but there are too many advertising cases and I haven’t found them. These are all I have found so far, especially on Kuaishou ads, which can be seen almost every day.

2) Sugar-coated bullets for new users

I have to say, its slogan is quite tempting: "The more you buy, the more you earn", but that's not the point. The key point is that every new user of Taojiji can get 1 yuan in cash, but can only withdraw cash when it reaches 2 yuan.

How can I get 2 dollars? Buy things on the platform and get shopping rebates. By taking advantage of users' loss aversion and the mentality of "being greedy for small profits", we successfully induce users to place orders.

After collecting 2 yuan, users can successfully withdraw cash! The withdrawal is real and the arrival speed is quite fast.

3) Shopping rebates, friends’ help is beneficial to both parties

After tasting the sweetness, users strengthened their trust in Taojiji and began to buy without restraint.

The founder of Taojiji once said that they optimized the red envelope model, turning cash red envelopes that were originally only used for deductions into direct cash withdrawals. It is this change that greatly stimulated the hearts of consumers.

(Left: the sharing page for users to help open red envelopes, right: the page for helping users open red envelopes)

It is worth mentioning that there is indeed cash back for each product, but the amount of the cash back requires friends to help open the red envelope. (Share it with friends and help them click the link for you, you can get a portion of the withdrawal, and your friends will also get coupons or cash.) The tricky thing is that the platform requires that the users you bring over must be new users, otherwise it will be in vain, thus achieving fission.

4) Issue order tasks to induce orders

When you have not placed an order on Taojiji, every time you open it, you will be prompted to accept the order task, saying that only as long as you complete the "order operation" within the specified time, you will receive a certain amount of task bonus. (Withdraw directly when you spend more than 2 yuan or use it in your next order)

The maximum task bonus is 10 yuan, and the word "maximum" can be said to be very hidden.

5) Encourage users to develop downlines

Taojiji has a function called "Earn Earn", which actually means that when you invite a new user and successfully place an order, this new user becomes your downline.

(Zhuanzhuan account on the left, user's order on the right)

For example, after I invite a friend to place an order, the platform will give me 15 yuan according to the proportion. (Settlement next month)

6) The group buying method that has been played out is still effective

Taojiji has learned from the lessons of a certain Duoduo’s group buying method and has made improvements based on it, with shopping now limited to groups of two people (at this stage). Unlike group buying on other platforms, Taojiji’s group buying requires payment first and then participation. If the group buying fails, the platform will return the money you paid.

Because users have a strong desire to shop before they pay, they will try every means to successfully form a group, which greatly improves the efficiency of group purchase.

In addition to group buying, there is another function called "free gifts". Upon closer inspection, it turns out to be a group buying lottery event. First gather enough people, and then randomly select one person to receive the product for free.

3. Summary

Taojiji has attracted 100 million users in just 6 months, with over 10 million monthly active users. It has dominated the charts for a week and has not fallen out of the top 3 for nearly a month. It can be said that it is very powerful.

Behind the fierce data, we found that Taojiji first uses super-low-priced goods and the "petty bargain" mentality to lure users into the trap, and then gives new users various benefits and uses the loss aversion psychology to get users to place orders; then it uses the "altruism" psychology to induce users to share with friends, develop downlines to get commissions, and then place orders again, and so on.

Although Taojiji has inevitably encountered many problems during its rapid development, the editor feels that the large number of advertisements it has launched continues to attract users, and it seems that Taojiji is doing integrated marketing.

Taojiji’s target users are all in fourth- and fifth-tier cities and towns and villages, and most of the discounted products are for the lower-tier markets.

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Author: Operation Research Society

Source: Operation Research Society