What is the impact of the increase in the number of users

Text | Sun Hongchao

In June, the World Cup lottery and e-commerce promotions became the hottest topic.

According to the National Sports Lottery Management Center data, as of June 26 World Cup during the various types of football lottery sales have reached 7.453 billion yuan, the last figure of only 2.1 billion. Behind this figure is the Internet company made a lot of none other, the major portals on the lottery service ads come and go, news client, WeChat, Jingdong, Taobao and other platforms are also prominently provide soccer lottery sales service, a number of platforms to Xu The temptation to buy a lottery to send a red envelope, so many fans to participate in the Lottery army.

Coincidentally, e-commerce promotion in June also hit none other, red envelopes. One of the typical representatives of natural Jingdong just listed, its main advertising interests in 618 advertising appeals point is the "province." Then major e-commerce platform also fully follow up, Lynx, Gome Online and many other e-commerce platform set off a boom with parity.

Such a huge promotional activities naturally hope to bring the number of users, but the most popular use of the Internet now apply a word, can stand piggy pigs. For these platforms, the wind is up, pigs can fly, and then how can we not fall to death?

The easiest answer is to leave the wind.

Big wave fans struck

The two biggest Chinese e-commerce festivals are Jingdong 618 and Ali II 11.

In the past June, the price war started with Jingdong Mall, Lynx and Suning Tesco. Free, low-cost, none other ... ... e-commerce platform to play the word about the same as advertised, the industry Netease Technology said: "e-commerce platform to go now such a situation, there is no characteristic at all, spoiled Consumers will only choose the cheapest goods. "

The result of the price war is still satisfactory, Lynx, Gome Online, Vipshop and other e-commerce platforms have dried single, and as the main force of the Jingdong, it is setting a success.

However, the data does not change the current dry e-commerce war status. Almost no difference from the previous year's model made the media too lazy to follow up on the reports. The current e-commerce war is still the price war as the main killer, the price dull as early as a few months ago in advance of the layout, and some goods even deliberately raised prices for sale, discount for the 18.18 day reserve space. In terms of quality, e-commerce platform has not yet improved too much, and some product evaluation is full screen "not worth it." Follow-up service is less satisfactory, easy to buy hard to buy easy to buy is still the norm.

This is the traditional retail sales channels such as supermarkets to attract customers approach, the supermarket through profit-making products to earn more for other normal price of the product to bring more sales, and thus achieve the overall customer profitability of shopping behavior. There are even some channels that would rather be loss-making to make money through follow-up transactions. The most typical one is that operators provide mobile phones free of charge and then make other profits through calls and other means.

In the traditional marketing area, the theory behind such promotions is "customer lifetime value," which increases user loyalty by sacrificing initial profits, and increased customer loyalty leads to long-term buying behavior and returns. At the same time, by increasing the size of customers, economies of scale can be achieved, leading to higher benefits.

This is the fundamental purpose of the e-commerce platform and some of the lottery websites that earn money and lose money. However, many e-commerce websites only want to achieve a higher transaction amount through sales promotion, while those who do not keep enough customers. Experience leading to lower customer loyalty, resulting in site transactions and promotion costs are highly correlated phenomenon, the promotion of high transaction volume is high, low cost of promotion is also low transaction volume, there is no promotion without turnover.

In the network lottery industry, the truth is roughly the same. Professional lottery research firm PANTONE consultation monitoring data show that during the World Cup, more than 70% of SMG sales from the Internet, and more than 90% of Beijing single-game sales are achieved through the Internet channel. Almost every lottery sales website during the World Cup will launch a special promotional activities, some are playing quiz games to send prizes, and some registered to send money, and some awards plus awards. However, due to the management system of domestic lottery dominated by administrative monopoly, after the World Cup finishes, the internet lottery market still needs to face the problem of single-profit mode and serious competition of homogeneity.

Even more noteworthy is that those players who are coerced by the World Cup craze, after the World Cup, will continue to buy lottery tickets?

Ju Sha towering tower to no trace

The well-known American brand Burger King has done two very classic cases.

In early 2013, Burger King launched an app on Facebook that will get a hamburger if you delete 10 friends. In less than a week, 83,000 people responded to this event, with more than 200,000 friends deleted. The event was quickly halted by Facebook, otherwise the viral marketing did not know how long it would last.

A year later, Burger King shot again, this time it is for fans concerned about their own products. Burger King on Facebook launched the "get rid of powder" activities. There are two options on the activity page: I am a real powder and I am a zombie powder. Choose the latter will be able to get a free burger, but also receive the Burger King's letter of abdication and pull the black notice. As a result, most of the 38,000 fans chose the latter to get this free burger, leaving only 8,441 hardcore fans.

In China, the most typical case is fast and dripping. In order to cultivate the user's payment habits, Tencent and Alibaba hit the market. Passengers not only did not have to pay, they even started to make money. Even the drivers and passengers conspired to Take two subsidies. In May, two companies that had already cultivated sufficient user stickiness announced a cessation of their subsidies almost simultaneously, but in less than a month they continued their subsidized travel in the form of red envelopes and vouchers. Among them, the fastest drops, drops of red envelopes by potential friends circle harassment.

These fans are often not because of the ironclad users, can not stand any sign of trouble. Because of the benefits brought by the user, it is bound to leave because of the interests.

More companies are beginning to realize that an instant surge in fans may not be good for the company.

In May 2013, The Ritz-Carlton bought an ad on Facebook to promote the company's brand. Just a few days later, unhappy corporate executives stopped the promotion