Behind the World Cup is the biggest test of the platform, how to effectively retain users is the key

Abstract: With the World Cup competition, online lottery, especially lottery, particularly hot. A large number of fans and even false fans many people do not usually buy lottery habits, but also joined the purchase of color camp, brush a sense of existence. The netizen throws through each kind of lottery platform

With the World Cup competition, online lottery, especially lottery, particularly hot. A large number of fans and even false fans many people do not usually buy lottery habits, but also joined the purchase of color camp, brush a sense of existence. Online lottery sales soared as netizens bet on various lottery platforms.

Rational view of the World Cup to the lottery industry influence, it provides the development opportunity for the network color station and does not decide the life and death.

According to the Ministry of Finance released data, taking June as an example, after the World Cup schedule opened, the month competition color sales explosion, the scale of up to 9.623 billion, year-on-year growth of 384.5%, the chain growth of 207.5% , while the June 2010 competition sales of only 1.566 billion, not enough during the World Cup June week average sales, the active promotion of this sport event can be seen.

The analysis of the Yi think tank thinks, because the guessing lottery is only about 10% of the lottery, we need to think rationally about the effect of the World Cup on the lottery, but the lottery is expected to remain within reasonable growth range. From the network Color station dynamic view, as early as April, it began to actively carry out system expansion preparation and planning a variety of preheating activities, if the World Cup is the "battlefield" of the network color station, and the traditional electric dealer's "618" "Double 11" Some difference is that the network color stations are not mainly dependent on price war, It is more to consider how to allow more netizens to recognize their own brand and use experience, channel cooperation to seize the entrance is related to the future development of the Platform strategic measures.

Behind the World Cup is the biggest test of the platform, how to effectively retain users is the key

During the World Cup, the network lottery consignment platform has increased cooperation with the third party, in order to provide access to the drainage channel guarantee. Network lottery to sell the platform in the user volume and sales to obtain a double harvest, the user growth is mainly small white users. According to past observations, the average retention rate for these users is below 10%, and only some sites may be able to 20–30%. In the context of the basic homogeneity of product service, the cost of moving from one platform to another is quite high in the face of the different degrees of lottery. Consignment platform will only be a brief carnival, or a qualitative leap, mainly to see the World Cup after the effective retention of users, which will be a big test platform.