Case Analysis | Alipay Huabei’s Marketing Tactics on Double 11 and Double 12

How does Huabei use various content marketing forms such as interactive games, comics, and short videos to make its brand image increasingly popular?

Nowadays, the Internet finance industry's integrated analysis of user data information is no longer limited to basic information such as gender, age, work, address, and income. Users' risk preferences, investment experience, and consumption habits can also be recorded, organized, and analyzed. In a fiercely competitive market, whoever can understand the current situation of users, discover their pain points, and implement precision marketing will win in the competition for user resources.

Although there is only one word difference between "finding selling points" and "finding pain points", there is a big difference between these two marketing thinking.

• The so-called selling point is the advantage of the product discovered by the company from its own perspective. This advantage may be relative or absolute. But no matter what kind of advantage it is, it can only represent "which features and creativity are worth your purchase". This way of thinking is completely from the seller's perspective. The company does not consider "what you need" and "what you prefer" from the buyer's perspective. Therefore, it will encounter great difficulties in marketing and will not be truly recognized by users.
• But “finding pain points” is completely different. "Finding pain points" means considering issues from the buyer's perspective. It is truly based on user needs, discovering user needs, identifying user pain points, and meeting needs and solving pain points. Only in this way can the products developed be favored by users.

Next, let’s see how Huabei uses various content marketing forms such as interactive games, comics, and short videos to make its brand image more popular. The marketing idea behind Huabei’s content marketing activities is how to hit the user’s pain points.

Everyone loves to read and spread humorous content. Strong products also need to be promoted with the help of excellent marketing in order to win the favor of consumers and achieve market success. The "humor" here is not a simple joke. When Huabei is doing content marketing, it grasps the psychology of users and uses humorous content to convey and spread the characteristics of products and services. This is the key point of humorous content marketing.

For example, Huabei’s “Raise the Goose” mini-game before Double 11 used a cartoon goose as its name and image, which sounds like “raise the credit limit”. First of all, the image of the animal is more pleasing. In addition, as long as you move the goose head in the game upwards within a limited time, after the game ends, Huabei’s credit limit can be easily increased.

Huabei used the form of "talk show" comics to deliver the Double 11 warm-up activities, which was very impressive. He visualized and enlivened the products and services, and conveyed the Double 11 interest-free installment service to users in an interesting way with pictures and texts, making it easier to win the hearts of users.

Short videos are also a way of receiving information that is popular among users. Short videos can bring strong visual impact and emotional resonance, leave a deep impression on users, and allow users to obtain financial products or services that meet their needs in a happy scene.

In this online talk show "Mom, Say One More Time", Huabei and Chi Zi, two people's artists with equally good verbal skills, revealed the memorable points of Huabei's weekly card discount event in various ways, creating a unique impression of the brand in an interesting way.

In addition to the above types, Huabei has also tried many content marketing methods, and disseminated these humorous contents through all channels, conveying the joy of consuming Huabei products and services to more users. So in life, it is not difficult to find that humor is an extremely effective way of interaction.

Cross-industry linkage refers to a marketing strategy in which two or more companies in different industries share marketing resources to reduce costs, improve efficiency and enhance market competitiveness. The essence of cross-industry linkage is to complement each other's strengths, share resources, seize the first position, and leave no chance for those who come later. This marketing model can not only reduce costs, but more importantly, it can meet users' potential consumption needs.

Only by grasping the needs of users in omni-channel consumption scenarios can we retain users, so an efficient and convenient omni-channel collaborative model for consumption is the key to solving the problem.

After Huabei met users' consumption needs for increasing credit limits and interest-free installments, users were faced with the dilemma of having no money to repay their loans at the end of the month. At this time, Huabei’s newly launched “deferred repayment” feature can appropriately meet users’ pain points.

The business rules for Huabei to use "deferred repayment" are: after the bill is issued on the 1st of each month, you can choose to deferred repayment before the due date on the 10th. If you use the "deferred repayment" bill, you must pay it off in one lump sum next month.

The maximum amount for Huabei's extension function is 5,000 yuan, and the minimum is 300 yuan. In general, whether it is the extension function or the installment function, a certain handling fee must be paid. The reason why Huabei's marketing model is popular is that it has identified the pain point of users who are still short of money when making monthly repayments. When you open Jiebei, you will find that if I use Jiebei to pay off this debt for one month, the interest is not as expensive as Huabei's extension fee.

Finally, the so-called pain point refers to the psychological gap or dissatisfaction caused by the user's original expectations not being met during the experience of a product or service. This "pain" is the gap between users' expectations of experiencing a product or service and the actual product or service. Let’s take a look at Huabei’s overall marketing strategy and see how it solves the pain points of user consumption:

• Step 1: October --> Activate users: help you increase your credit limit
• Step 2: November - Cross-industry cooperation: meet omni-channel consumption scenarios and spend as much as possible
• Step 3: December——》Service Core: Deferred Repayment, Installment Payment

After users apply for installment payment or extension, as long as they repay on time, Huabei will continue to increase your credit limit to meet your greater consumption needs. Huabei cultivates user loyalty through an overall marketing approach and continuously taps the value of existing users.

Source: Hujin Marketing Research Institute