How to redefine the business logic of "case" exotic flower mode "NET purchase rebate"?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Rebate website, with the growth of Taobao with the development of a "Chinese characteristics" Shopping Guide mode. In simple terms, is the business (Taobao shop) to return the site's advertising fee to take part as a benefit to consumers, and the United States its name Yue "rebate", their own to earn the difference part.

In practice, the rebate site to promote the model is very easy to cause the aversion of businessmen, many businesses will find that the original good is buying the user, must let the merchant "cheap Point", "rebate website can be cheaper, the boss you directly give a 90 percent bar." "This shows that the rebate site in the purchase process of the" sense of existence "for the business is a weak value. One did not bring new users, and even reduce the loyalty of the old user, and finally let the business lost the normal profits. Of course, this is the reason why Taobao's policy on rebate website has been constantly adjusted.

At present, a rebate model of the domestic web site "51 rebate net" announced and obtained 20 million knives of financing, in the time of the external challenge can also get financing, have to admire the founder's ability to cheat. Because, the entire rebate model under the website, has entered an unhealthy dilemma. So, how to correct, how to adjust and transform? The author tries to take the industry a typical rebate class innovation application "conveniently preferential" as the case, discusses the rebate model the value as well as the future transformation direction:

How much is the value of the rebate site users?

2012, "the concession" to join Ali's mother Taobao guest system. Some of the other rebate sites are different, because the accumulation of technology, so the team at the outset to identify the development trend of wireless, very determined to the mobile app on the direction of exerting force.

In the early days, this app copied the back-end model of PC, and through the promotion, the application gradually accumulated a number of in-depth users.

The number of users is about hundreds of, they have no development and operational capabilities, but they have good networking resources (from microblogs and other media), and by using this app, users can share goods and lead the purchase, while earning rebate commissions, app becomes the tool for these users to profit.

Although this group of users, but a small number of turnover and earn a rebate commission is a lot of monthly earnings of less than thousands of rebate, as many as tens of thousands. Even later, the new users did not grow, this batch of "old users" of the transaction, the increase in income accounted for more and more, accounting for the entire application of more than 35%-40%.

In fact, because of the immature technology, rebate site is also easy to become victims. For example, the author learned that a rebate site in order to do a good user experience, but also to speed up the user to return money speed, user confirmed receipt, the money back to the user, after a friend to do a rebate to tell the author, met a new shop set a very high rebate commission, and then go to the website to buy, two days to buy 20 million of things, Then quickly confirm the receipt, from the rebate site received 10% Commission (2 million), the store disappeared.

Such unusual data should let the rebate site alert, if you continue to use the rebate as the main factor to attract users, will be the return on the profit ratio, not only will the formation of vicious competition, damage commodity price system, while the future of the app may also fall into the "deep user" hostage process, the risk is great.

Of course, in addition to this kind of special depth users, there are some normal users, but these users are mostly price-oriented, without any loyalty to the site and stickiness can say.

What patterns are needed to retain users?

Some of the "deep user" data and Taobao policy adjustments let the readily discounted product managers rethink the business logic of the app: without innovative products, even if you can use policy gaps to survive, there will be no value, how to allow users to develop the habit of using the app, rather than relying on the unstable rebate model, is a problem that must be confronted and solved.

Through to the previous data analysis, the user's behavior has the preliminary cognition, has made "abandons the old user, raises the user behavior habit" the decision. At the same time, the product positioning in the "How to cultivate the user's behavior habits", and stopped the simple and rude rebate way.

Starting with the new version last October, the business logic of the product was adjusted, and the rebate logic of "heavy transaction" was changed to "reward logic of heavy action"

1, the user's basic behavior to reward (including the number of landing, the use of time, length, browse the number of pages, etc.) can be awarded through the relevant algorithms.

It is worth mentioning that there are some applications in order to do the user's active degree, often do some "sign-by-prize" way, but users often open the application, sign in, led a collection of treasure, turn off the application. Easy to discount but can according to their own algorithm, to do the reward for user behavior, the longer the user stay, the more hits page, the more the collection of points.

2, through user-level system activities to encourage users. In addition to the daily Smart check-in, the discount will also be based on the user's purchase behavior, user level, red envelopes and other means of sharing, so that the user experience to enhance the value of long-term users.

3, the reward behavior completely and the commodity price system, the Commission system decoupling, the user in this application cannot see oneself buys a commodity to return how much money, but will unify according to the class eye, the commodity price and so on gives the double collection cent treasure reward.

With this new business logic, the handy offer adds to the stickiness of the user, allowing the user to enter a feedback mechanism similar to a member's rights-to really retain the user.

What kind of data is valid?

Such adjustments and changes have not led to a reduction in the commission of the site Amoy, its income has been stable around millions. From the point of view of user data distribution, there are two obvious changes:

On the one hand, "deep user" basic loss, this part of the decline in turnover is also more obvious. The handy offer is that it's a must, and it's worth it-a healthy app is more important.

On the other hand, the user's activity is promoted quickly, and the quantity and quality of daily life are improved. The peak of daily live users last year was only about 3.5-40,000, but this year has reached 100,000, 2.5 times times the peak last year. Last year, an average of about 10.12 million times a month to produce an order, it was mentioned nearly 200,000 in just a few months, and the overall doubled.

At present, the discount has basically established a set of user Behavior Association algorithm, let the user feedback experience become more natural and effective, support the application of the differential, users in the app's behavior and feedback, are linked through the algorithm, the easy concessions that only meet the needs of users differentiated applications, To gain the opportunity for benign development.

Taobao and Ali mother each policy change will make many rebate site nervous, but the lead and product manager fu that the essence of Taobao is just non-stop to do "policy reiterated", and constantly standardize the ecology and reduce loopholes, but if the beginning of the initiative and consciously avoid these loopholes ( Even if the loophole can bring you short-term benefits, it will not produce the changing view of Taobao policy and Taobao customers more and more difficult to do the trouble.