Review of Duozhaoyu APP activity planning and promotion

The article is a review of the activity planning of Duozhaoyu APP . The author shares the issues that need to be paid attention to from activity planning to execution. I hope it will be inspiring to you.

Plan an activity for Duozhaoyu APP through "old users bring new users" to increase the download volume of APP.

1. Overall thinking

2. Specific thinking and implementation process

1. Analysis of Duozhaoyu products: product status

Purpose of analysis: Through the analysis and understanding of Duozhuayu's product life cycle, business model, and existing problems, we can find the current business focus and the starting point for the activities.

1.1 Introduction to Duozhaoyu

1.2 Analysis of Duozhaoyu APP usage

The APP currently only supports transactions in the second-hand book category. The above picture shows the download status of Duozhaoyu APP on Android phones from July 23, 2019 to March 23, 2020 (developer permissions are set on the iOS side so it cannot be found). As of March 23, the total downloads were approximately 1.0215 million. Judging from the download situation on the Android side, the download volume of Duozhaoyu APP is on an upward trend, but the growth rate is relatively slow.

1.3 Analysis of Duozhaoyu WeChat Official Account

The estimated number of followers of Duozhaoyu public account is 2.0521 million

From an article titled "How did Duozhaoyu sell 1 million second-hand books through a mini program?" 》An article highly praised by Duozhaoyu mentioned that Duozhaoyu was in a period of rapid growth at that time (the article was written in early December 2018). So has the fishing industry now entered its maturity stage? Combined with relevant theories of product life cycle: mature products are basically finalized and have a large number of users.

Compared with Duozhaoyu, the key functions of scanning the code to sell books to the platform, and the platform processing and then selling them to buyers are fixed. However, the book categories are incomplete and the number of books is not large enough to support a sufficient scale of trading volume. A high-stickiness community atmosphere has not yet been formed. There are still many problems in the buying and selling process and product ecology that need to be continuously explored and optimized. Therefore, it is judged that it does not meet the characteristics of a mature product and is in a rapid growth stage.

The number of downloads of Duozhaoyu APP on Android (1.0215 million) accounts for half of the number of fans of the official account (2.0521 million). If the number of downloads on the iOS side is similar to that on the Android side, then the total number of downloads of Duozhaoyu APP and the number of fans of the WeChat official account should not be much different . Duozhaoyu started to accumulate users through WeChat, and only developed its own APP at the end of 2018. Most of its users are on WeChat. It is an irresponsible guess that a large portion of the users of the Duozhaoyu APP should be diverted from WeChat. They are repeated users, and WeChat no longer has any ability to divert traffic to the APP.

Summarize:

• Duozhaoyu products are in a period of rapid growth and are still recommended by some users through word of mouth. They have not yet reached a scale where they are used by a large number of users.
• The operational focus at this stage is to continue to acquire users, expand brand influence, and occupy the leading position in the industry through subsidies, activities, and mentoring. This time, the new customer acquisition campaign will also focus on discovering new traffic channels, without considering diverting traffic from WeChat public accounts.

2. Analysis of Duozhaoyu products: product features

Seven directions to look for product features:

3. Finding target users in the second-hand book industry

Purpose of analysis: To identify potential opportunities and find target user portraits through second-hand book industry analysis

Summarize:

• Industry target user characteristics: mostly male, born after 1995, master's degree holders, corporate white-collar workers, students,
• Income level: Most are in the lower middle level 3k-10k
• Regional characteristics: Guangdong Province has the highest proportion, Jiangsu Province and Shandong Province rank second and third; New first-tier cities have the highest proportion, followed by second-tier cities, Beijing and Shanghai are at the top, followed by Chongqing, Guangzhou and Shenzhen
• Activity direction: free, sharing, charity
• Positioning theory says to think in terms of categories and speak with brands. At present, there is no leading enterprise in the second-hand goods vertical market. This is a good opportunity to clarify product positioning, let more users perceive the brand strength, and occupy the minds of users. We hope that through operations, users will think of Duozhaoyu first when transferring second-hand books.

4. Finding target users: Duozhaoyu product dimensions

Purpose of analysis: To understand the product ecosystem, the characteristics, preferences and needs of users on the platform.

Summarize:

• Characteristics of DouZhaoYu fans: geeks, housewives, digital geeks, fashionable women
• Age: 30-34 years old is the most common, followed by 25-29 years old and 18-24 years old
• Shanghai appears most frequently in the word cloud, which is related to the article that Duozhaoyu is planning to open a physical store in Shanghai. This store not only sells second-hand books, but also general merchandise.
• The atmosphere of user messages is relatively relaxed and joyful

Combining industry dimensions with product maintenance user analysis, the target users of my activities are roughly:

• 25-34 years old, white-collar workers, people with higher education,
• 18-24, Student
• First-tier cities: Shanghai, new first-tier cities: Hangzhou, Nanjing, Suzhou, Chongqing, Chengdu, Xi'an, Changsha, etc.
• Users have a high demand for physical stores
• Users prefer platforms with a more relaxed and joyful atmosphere
• Activity direction: free, sharing, charity

Where can I find my target users, what are their characteristics, and where are they usually active? In order to understand the target users more specifically, I conducted some further research on white-collar users aged 25-34 and student users aged 18-24.

Summarize:

Most white-collar users are willing to accept consumption downgrades and pay more attention to economy and practicality when purchasing goods. When buying lower-priced products, they most hope that the product quality can be guaranteed to a certain extent . Men are more interested in second-hand items than women . White-collar workers who have worked for 3-7 years spend the most on personal learning and further education. The more developed and competitive the city is, the higher their "awareness" of learning/self-improvement is, and they are more likely to choose public transportation, with bus/subway being the top two choices .

Summarize:

Generation Z refers to people born between 1995 and 2009. Students aged 18-24 are more interested in literary fiction , and the time spent reading literary fiction accounts for the third of the average daily consumption time. Nearly 40% will buy second-hand items, and their tolerance for second-hand items is 70% new . They are most impressed by mobile phone APP advertisements, and usually get to know brands through friends’ recommendations and APP/browser advertisements . They trust their own user experience more in judging products, and secondly, the opinions of knowledgeable professionals .

At this point, the target users of my activity are further clarified:

• 25-34 years old, white-collar workers, people with higher education, 3-7 years of work experience, mostly male users, hope that the quality of second-hand products is guaranteed, frequent use scenarios: bus/subway
• 18-24, students, have a tolerance of 70% for literary fiction and second-hand items, are most impressed by mobile app ads, usually get to know brands through friends’ recommendations and app/browser ads, and trust their own experience in judging products, followed by the opinions of knowledgeable professionals. Frequently used scenarios: mobile phones, schools, buses/subways
• First-tier cities: Shanghai, new first-tier cities: Hangzhou, Nanjing, Suzhou, Chongqing, Chengdu, Xi'an, Changsha, etc.
• Activity direction: free, sharing, charity
• Users prefer platforms with a more relaxed and joyful atmosphere

5. Analysis of user needs in the second-hand book e-commerce industry

Purpose of analysis: To understand users’ views and demands on the second-hand industry and to find ideas for activities.

Summarize:

The pain points and needs of users in the second-hand book e-commerce industry are mainly:

• Product price: Sellers want to sell at a high price, and buyers want to find books that are cheap and do not affect their use.
• Information asymmetry: Sellers cannot accurately assess the value of goods
• For buyers, the authenticity of the seller and the quality of the book cannot be guaranteed, and they hope to establish a trustworthy transaction scenario.
• Sales process: Sellers hope to sell quickly and easily, and buyers hope to find the books they need.
• Genuine guarantee
• Logistics and freight
• Lack of after-sales guarantee mechanism
• The quality of the book is at least 70% new

6. Find product selling points based on user needs + product features

7. Design activities

The following focuses on case collection, disassembly and analysis of Solution 1.

Case 1: Migu Reading: 2020 Prophecy Book

• Reason for selection: Both are book apps, and the purpose of the activity is to attract new users to the app
• Activity theme: Migu Reading: 2020 Prophecy Book,
• Activity form: Predict the New Year's fortune and attract users to forward through interesting predictions. The entire work is a printer slowly printing out lines of words, first expressing a good outlook on 2020, and then inviting users to touch the fingerprint pattern to predict their fortunes in the new year. After the fortunes are printed out, they will jump directly to the fortune poster interface. The poster includes the title "2020 Prophecy Book", predicted things that will happen in 2020 (good things), and the Migu slogan. Users can retest or log in to the Migu platform.
• Activity flow chart:

Case 2: Zhuanzhuan: Flowing the Earth

• Reason for selection: A leading comprehensive second-hand goods platform, with the event theme also related to charity
• Activity theme: Flowing Earth
• Activity form: Through celebrity stories, users are called upon to pay attention to environmental protection, recycle resources, and carry out brand promotion at the same time. After entering H5, users need to perform two interactions first: enter fingerprint to start the plan and rotate the globe to restore green. The purpose of this plan was then pointed out: to protect the green health of the earth. Then, the public welfare convener Tang Yuzhe used data in a short video to illustrate the current problems facing the earth: human consumption has exceeded the carrying capacity of the earth. what to do? Highlight the promotional content - reduce resource consumption by transferring. Finally, users are invited to join the resource flow and light up the earth together. A participation data chart will be generated on the last page, indicating the user's number of participants.
• Activity flow chart:

Case 3: ONE APP: Story Explosion

• Reason for selection: Both are book apps, and the purpose of the activity is to attract new users to the app
• Activity theme: ONE APP: Story explosion
• Activity form: Through three different scenarios, the protagonist receives a writing contest notification from oneAPP to attract users to participate and promote the APP
• Activity flow chart:

Summarize:

The tones of these three case activities are all close to the temperament of literati. Our activities should avoid hard advertising such as mandatory invitations or screen-sweeping fission, which can easily arouse the disgust of literary and artistic youth.

One APP and Zhuan Zhuan are both brand promotion activities without KPIs, so they only borrow the form of activities. For example, One advertises through storytelling, and Zhuan Zhuan calls for the concept of environmental protection. At the same time, learn from Migu Reading, download the APP to find red envelope books, and write long reviews to recommend good books to win Migu cards.

Combined with the characteristics of our own platform, my activity design process is roughly as follows:

Participation Funnel Model:

Activity indicator breakdown:

Number of downloads = H5 page exposure * H5 page click rate * activity page click rate * download button click rate * APP STORE download conversion rate.

Because no reference data for related cases or historical data on Duozhaoyu’s previous activities were found, there is no data reference. In this activity, we only monitor H5 page exposure * H5 page click rate * activity page click rate * download button click rate, and then continuously optimize and adjust to achieve the download target.

3. Write an activity plan

Combining the characteristics of our own platform, write an activity plan

Plan 1: Duozhaoyu APP "The Life of Books" activity planning plan

Activity effect: Through H5 promotion, sellers' awareness of transferring second-hand books is awakened, circular economy and environmentally friendly consumption are advocated, and more traffic is brought to the APP. At the same time, red envelope books and book purchase discounts are set up to take over the new traffic brought by the event and stimulate conversion.

• Target Users:
• 25-34 years old, white-collar workers, people with higher education, 3-7 years of work experience, mostly male users
• 18-24, students,
• Launched cities: Shanghai, Hangzhou, Nanjing, Suzhou, Chongqing, Chengdu, Xi'an, Changsha, etc.

Event time: 2020.4.1-4.30

Activity theme: The life of a book

Activity form: Starting from the perspective of books, telling the life of books and awakening users' attitude towards second-hand books

Activity process:

Promotion channel: circle of friends, recruiting people from Shanghai, Hangzhou, Nanjing, Suzhou, Chongqing, Chengdu, Xi'an, Changsha and other cities, 25-34 years old, corporate white-collar workers, people with higher education, 3-7 years of work, 18-24, students, boys are preferred, circle of friends, the more friends the better, total exposure is not less than 30,000.

Activity budget:

Solution 2: Duozhaoyu Comments Section (without case analysis and disassembly)

Activity effect: The users of Duozhaoyu platform have always had a high degree of stickiness with the platform and a happy relationship with it, especially in the comment section under WeChat, where users often spontaneously praise the platform, which is the best product advertisement. Given that the platform currently hopes to expand the user funnel and enhance brand influence, it should also make efforts in offline channels.

In line with the "Music Review Train" campaign jointly launched by NetEase Cloud Music and Hangzhou-Hong Kong Metro, the 5,000 music reviews with the highest number of likes were printed all over the subway station, and the marketing effect was very good. Consider screening the high-quality comments under the Duozhaoyu official account and making them into poster ads. Given that the platform is not currently capable of supporting large-scale transactions, blindly placing subway ads may generate large traffic but will lead to a bad user experience for many users and affect the platform's reputation. Therefore, we consider promoting in Douban’s offline stores or schools. On the one hand, this can cover precise users, who are more tolerant of errors, and on the other hand, it can also allow the platform’s existing users to perceive their own value and increase stickiness.

Target Users:

• 25-34 years old, white-collar workers, people with higher education, 3-7 years of work experience, mostly male users
• 18-24, students,
• Launched cities: Shanghai, Hangzhou, Nanjing, Suzhou, Chongqing, Chengdu, Xi'an, Changsha, etc.

Activity theme: Duozhaoyu Comments Area: User Appreciation Meeting

Event poster prototype:

Author: nathyvv

Source: nathyvv