Exchange money for time, briefly analyze Pinduoduo’s preferential system (2)

In "Exchanging Money for Time, A Brief Analysis of Pinduoduo's Preferential System", the author briefly described Pinduoduo's preferential logic. And in the article, I dug a hole for planting trees, raising pigs and eliminating stars, and I will talk about it later. Today, I will continue the book from the previous article to complete the three points that were not covered in the previous article, namely: a lot of orchards, golden pigs make big money And a lot of love to eliminate.

1. Introduction

In the previous article "Exchanging money for time, a brief analysis of Pinduoduo's preferential system", the author mentioned that for a product, it is very valuable to do a good job in terms of revenue ability and time occupation ability. . To a certain extent, Pinduoduo's complex discount system is to occupy users' time, allowing users to use their own time in exchange for discounts. This method is not detrimental to Pinduoduo's low-income target users. For low-income users, the value of time is not high, and it is a good deal to obtain certain benefits by consuming time.

In the previous article, we introduced the following modules of Pinduoduo: direct price-cutting limited-time flash sales, stock clearance, nine yuan nine special sale, and tens of billions of subsidy breakdown bottoms; sign-in and polite cash sign-in and receive cash every day ;Share the free type of help to enjoy free orders and bargaining for free; other types of one-point lottery draws and money-saving monthly cards.

The commonality of the above modules is relatively common, and the shadows of the above modules can often be seen in e-commerce apps or other types of apps. In addition, their rules are not complicated, and basically only one rule runs through the entire function.

There are many benefits of simplicity, such as saving time, clearer organization, and easier to use, but on the other hand, simple products have poor time occupation ability, weak interest, and no points worth exploring. Planting trees, raising pigs and eliminating stars has successfully supplemented the deficiencies of other preferential systems, providing the possibility for those users who have enough time and want more discounts.

2. Sunk costs build product stickiness

Everything has two sides. In most scenarios, product managers need to make their products simple and easy to use, so that users can get started instantly in order to achieve the highest user conversion rate. Hawking once mentioned in the field of science popularization: "Every additional mathematical formula will halve the readers." In the Internet field, there is also a rule that the slower the opening speed of a web page, the greater the possibility of users leaving.

But the complex system is not only disadvantageous, it also has an incomparable advantage of increasing user stickiness. People are often unwilling to give up things that have been acquired at a high price. Whether it is a full-level account or a product logic that took a long time to master, users can be entangled when they leave.

Planting trees, raising pigs, and eliminating stars takes advantage of this to a certain extent. They are relatively complex and have an independent hierarchy. Users may find it troublesome at the beginning of use and give up opening them. Loyal users, the display desire provided by the high level and the benefits brought by understanding the rules will make users unable to stop.

Next, the author will introduce these three functions one by one.

3. Three creative games

1. Fruit lot

The picture above shows the interface of Duoduo Orchard. At first glance, it seems that Pinduoduo has left Pinduoduo and opened an independent development game. The function of the game is relatively comprehensive, and it basically reproduces a game of growing vegetables and stealing vegetables. So what is the point of integrating a very simple outdated game into Pinduoduo? It starts with the following points:

First of all, Pinduoduo has always wanted to create a new social e-commerce company, and Stealing Food, which was once popular all over the country, is naturally its best choice. The relationship between users in the food stealing game is not as close as WeChat, but it is closer than that of the randomly matched comrades like King of Glory, which is just suitable for small partners who shop together. You can go shopping and participate in activities together, and when you are not shopping, you can also visit each other's orchards and help water them.

Secondly, Pinduoduo has great advantages in agricultural products and fruits. After the release of Duoduo Orchard, users can actually receive physical apples by planting fruit trees, which adds a lot of fun to the game. This feeling is similar to planting trees in the ant forest, but it is more real. After all, it is more real to eat the fruit in the mouth than the intangible tree.

The third is the krypton gold system. It is impossible for a game to not have krypton gold. Low-quality games have krypton attributes, mid-range games have krypton equipment, and high-quality games have krypton skins. Good games can often achieve a win-win situation for users and companies. Meet the needs of krypton gold users and explosive liver users. But Duoduo Orchard is different. Its krypton gold method is to place an order.

I have to say that this approach is extremely clever. Any game user has a strong desire for krypton gold, and placing an order, which seems to have no cost, can greatly reduce the user’s sense of guilt and encourage them to buy, buy, buy. Why do you say there is no cost? After all, there are people who say that the money was not spent, but a different way to accompany you! Buying a product is not directly recharging the game currency, how can it be considered krypton gold?

The fourth is the harvest. It took a lot of effort to finally raise the level of Duoduo Orchard to a very high level, but what is the use of it? In fact, for a game, sometimes displaying value is enough to satisfy users, such as stealing food in the past, even if you are the first level, what's the use? But Duoduo Orchard doesn't want to stop here. It is even more clever, making this fruit tree a cash cow, and fruits, coupons, and lucky draw opportunities can all be produced. With the encouragement of this mechanism, users will be more willing to put their energy into Duoduo Orchard.

The farm has also been added in the latest update. The entrance is in the orchard. The logic of the farm is very close to that of the orchard. It still has the functions of growing vegetables and getting real vegetables. The significance of launching the farm may be to supplement the playability of the orchard.

Summary:

Users who are new to the orchard will place an order for grades and display desires, while users with high grades can obtain tangible benefits through the orchard on the one hand, and on the other hand, they have already paid a high cost, so naturally they cannot do without the orchard. The existence of the orchard not only promotes social interaction, but also increases the order rate, and can also increase user stickiness. The design of killing three birds with one stone is a classic.

2. The golden pig makes a lot of money

The previous article introduced the logic of Duoduo Orchard. As another game-like discount module of Pinduoduo, the logic of Golden Pig making big money is in the same line as Duoduo Orchard. In Golden Pig Make Big Money, the tree in the center is replaced with a piggy bank to help users get piggy coins. The design of the gold coin task and exchange center is similar to that of Duoduo Orchard, which encourages users to browse products and place orders to obtain gold coins, and consume gold coins through physical goods and other methods.

The biggest difference between Golden Pig Earning Big Money and Duoduo Orchard is that the characteristic of the piggy bank is that after depositing a certain amount of gold coins, it will not be able to continue to generate gold coins, while Duoduo Orchard can only wait for a long time or a day before there will be water drops if there is no water drop. In layman's terms, users who don't want to miss Waterdrop may have to watch it every 5 hours, while Golden Pig users who want to make a lot of money and don't miss gold coins may have to watch it every 5 minutes. A minute-level sign-in function has been created.

If the purpose of the sign-in function is for daily activities, then Golden Pig Earning Big Money may be able to increase the number of active users (number of active users per minute), and cooperate with Duoduo Orchard to allow users to open the software and play for a whole day.

Summary:

Generally the logic is exactly the same as that of Duoduo Orchard, but the requirements for users to be online at all times are higher, and users with more precise anchor time can greatly increase the duration of software usage.

3. A lot of love to eliminate

It is another pinduoduo version of a national game. The elimination game is very simple, suitable for all ages, and requires low system configuration, so it has also been added to the pinduoduo family bucket.

Compared with the previous two, Duo Duo Love Match is more like a game. If you ignore the pass rewards and the way to obtain props, it can be played as a Love Match game, and there is no difference in experience. The first picture above is the level page, the second is the rule introduction, the third is the game page, and the fourth chapter is the lottery page. Except that the lottery page also reveals that the game is built into the shopping software, other pages are no different from the real game.

The logic of Duoduoai Elimination is to completely exchange money for time, as long as the user is willing to play, he will give money, and props can be obtained by placing an order or inviting new users.

Summary:

It is still a familiar layout, similar to the previous two krypton gold models and reward methods. For many users, a game like Love Elimination, which is suitable for all ages, is a time disappearing machine. They thought that they only played two games and then the afternoon passed, which greatly increased the user's playing time.

Summary

Although the three games are of different types and modes, there is no difference in terms of internal logic. A brief summary is to use monetary rewards to allow users to spend more time and invite friends, while increasing new users and order volume, while increasing the use time and user cost, and ultimately serving the purpose of creating social-type e-commerce and time-occupied giant products .

#Columnist#

Ma Lu, everyone is a product manager columnist. Pay attention to product design and user experience, and strive to achieve the ultimate product under the condition of certain technology, and give full play to the potential of technology.

This article was originally published on Everyone is a Product Manager. Reprinting is prohibited without permission

The title picture comes from the Internet