When Luo fat meets the white Crow

Introduction: When Luo Fat meets the white Jay

For more than a year, Rough has mentioned in several occasions that Luo thought to do moon cakes, as to exactly why to do moon cakes, but became a big secret, silently buried in his own heart, who do not know. Luo thought sells mooncakes, has been only a hypothesis, but, when grandson grandson's Lo Zhenyu met black handsome black handsome white raven, this little secret began to become a difficult task. (A good base friend for a lifetime!)

Who's the white Jay? Pocket Tong Micro Mall CEO, internet Product Manager of the Great God-level figures. When I was in charge of Alipay's chief user experience, I was sensitive to the role of social relations in the electric business, so he launched a "find someone to pay" product project. Although the last small product successfully online, but because the Alipay and Taobao are lack of a certain "social attributes", so that the product has not been able to play out the power of the original idea and fun. When the white Raven started again, he chose to launch a new electric-business revolution with a micro-letter platform, and naturally he had to "play a big One"!

Therefore, the sale of mooncakes, has become an experiment: to explore the micro-letter in the specific scene of the electric business play, testing the various social relations to transform the limits of sales flow, in order to the ROM thinking micro-letter mall open to the ROM thinking members free to use to do early test and exploration.

Decryption: Why die on 100 days of moon cakes?

Luo Fat, the founder of one of the most active Internet communities and micro-credit public accounts. White Raven, a madman who is stoned to social electric quotient.

Both of them have made the same judgment in the future: the era of traditional electric power is over, and the tuyere of micro-trust is forming.

But what exactly does a micro-credit trader do? Is the flow still not an artifact? How does the relationship affect the purchase? How will the scene be redefined?

In fact, this is the black and white good base friends dying to knock the moon cakes reasons.

The reason why we choose mooncakes is because:

1. Mooncakes are a rare commodity with a wide social nature.

2. In recent years, the image of the moon cakes has been low to the end, and this year is bound to be a particularly depressed mooncake market for a year, with such a lack of potential products to play, to the greatest extent possible to test the game itself on the impact of sales.

3. The national food supervision of mooncakes is extremely strict, as a relatively mature regulatory system of goods, food safety risks most controllable.

This is the first disclosure of data after 100 days of death:

158 public Designers

200 Moon Cakes Partner

And: Nearly 3 million participants

Experiment steps:

1. June 3 launch of strategic partner audience

2. June 9 recruit 200 Mooncake Partners

3. June 14 collection of moon Cakes design Packaging

4. July 18 from the "True love Moon Cakes" in the collection of thinking and abundant optimization of the official website of the simultaneous launch of pre-sale

5. July 18 Single generation pay function on-line

6. July 21 Small Batch customization function on-line

7. July 22, many people pay the function on-line

8. July 29 Gift-giving function on-line

9. July 30 closure of the ROM thinking Micro-letter mall sales channel, into Shun Fung preferred official website sales

10. August 8 true love Moon cakes began shipping to the country

11. September 5 true love Mooncake sales Shun Fung preferred channel closure

12. September 17 Mooncake Partners receive project dividends

Rom Thinking micro-letter mall experiment Data:

1. Experiment Time: 13 days (2014.07.18-2014.07.30)

2. Number of participants: 2,698,790

3. Number of participants: 8,000,972

4. Mooncake product page share number: 1,036,059 times

5. Number of orders completed: 20,271

Total Sales:

40,038 boxes, of which Luo thought micro-letter Mall 23,214 Boxes

Recovery: The relationship will eventually replace the flow

Luo thought currently has 2.56 million micro-credit subscribers, 25,000 members, daily active 30.4 million, in such a large number of users, more active community environment in the electric Business experiment, 100 days, we harvested the following particularly worth sharing dry goods:

I. Connection

The central approach based on the theory of "runaway" is the basic mode of community operation. The key to the centrality lies in the fact that a center has to be refactored into parallel centers, as much as possible to establish connections between the centers, to transform the traditional pyramid structure, the conveyor structure into networked structures, and to connect and evolve together. The richer the connection type, the higher the connection frequency, the stronger the community vitality.

So, at the beginning of the Moon Cake Experiment, a clue was established: the public purse--when people work together for one thing, take responsibility, and accomplish tasks, the sense of participation translates into pride.

In this experiment, we have launched a total of three public-funded tasks:

1. Public-funded strategic partners: Internet Financial Services Platform first Peer-to-peer and high-quality food electric Shangshunfung optimized to stand out and become the experimental infrastructure builders.

2. All cakes PARTNER: 3000 are enrolled, 200 are selected. 10000 yuan per person principal, the use of the cycle of 3 months, the annual return rate of 20%, that is, the financial products ultimately per capita income of 500 yuan. Luo thought in order to thank the support of its members, the additional special bonus 500 yuan, the last partner income of 1000 yuan.

3. All the designers: 158 people submitted works, 8 finalists, the final ROM thinking loyal users-famous designers, Yaang Brand founder Wang Yang, became the main designer of the Moon Cake packaging design.

In the final appearance of the mooncake products, but also quietly implanted two pieces of connection artifacts:

1. Moon Cake Map: We to participate in the experiment of the whole moon cakes Partners and the designers issued an invitation, a total of 172 people voluntarily boarded the map.

2. "Chinese mooncakes are very good" issued by the integrity of the coin: it is not only the user and Rom mind connection artifact, it has also become a cross linking artifact among members of the community, for example, every 10 tokens can be obtained to exchange time with the fat and drink coffee, while some Lo You have exchanged 4 of their own tokens in the community for free accommodation in another city.

It turns out that the higher the likelihood of being connected, the higher the potential energy.

Ii. relations

The traditional PC Internet and the life gate of the traditional electric dealer are based on "search", while the micro-trust is based on "relationship", which is the best trait and the worst trait, which means the end of the traditional flow myth.

In the Mooncake experiment, our test of "relationship" instead of "flow" is mainly shown in:

1. The relationship of all persons with the charismatic personality body

A real person, through a long period of time, in the community has formed a unique positioning of the charm personality, the charm of the personality of the identity, trust, Inner presupposition and a pure business behavior between the embodiment of what kind of bearing and transformation ability?

During the Moon Cake experiment, the ROM thought micro-letter public number added more than 7,000 users, the cancellation of concern about 2000, net number 5000, and the day-to-day situation is basically consistent, thereby proving that trust business is a real value, trust conversion trade is not a gap, Because trust and trade are people's active choice. In the meantime, we even met the tyrants who spent their money to send mooncakes to our members and the loyal users who supported our experiments, poking here for you to see the case.

2. The relationship of all people to everyone

"Search" is no longer the first impetus, "recommendation", "endorsement" as a new sales force gradually surfaced. Micro-trust is a pure word-of-mouth business, if you can not start the recommendation and endorsement between acquaintances, business model is not tenable.

In ROM thinking micro-letter mall 13 days pre-sale period, a total of 11,458 boxes of moon cakes in the rom thinking micro-letter mall through the enterprise custom mode of sales. Because the micro-letter on the completion of the enterprise customization process is: First of all, the need for personal prepaid a part of the deposit, confirmed and then through the offline docking, bank transfer and other means to complete the overall payment. This is not in line with the general procurement system of large enterprises and procedures, after our investigation that these orders are basically from acquaintances recommended and Word-of-mouth legend, some of the boss itself is a member of the thinking, but also a lot of employees are found in the thinking of the ROM to sell mooncakes, strongly recommended to their own company leadership.

Iii. breakdown

The biggest challenge for micro-credit dealers is the collapse of the square model and the rise of the vertical community. Each micro-letter public number and each individual is a completely vertical group behind. There is always a "invisible insulation wall" between groups and groups, how to penetrate these vertical barriers? To detonate the market? For this latitude test, we and our pocket partners in the Mooncake experiment focused on the design of a lot of enhanced sharing behavior:

1. Function design Highlights social functions: Single generation pay, many people pay, gift-giving mode of multi-pronged

"Single generation" means that the user orders but does not pay, need to share the micro-letter to friends, and then someone to help him complete the payment. On the line, the team based on user feedback, and quickly increased the "many people pay" way, that is, an order to share the micro-letter can each person to pay three five pieces, quickly put together the order amount, that is, a mini public chip. And then there are user feedback to take the initiative to give gifts, so they added the "gift" of the play, is the user orders, complete payment, share to the micro-letter other people enter personal address to get the moon cakes, the line to send mooncakes into the online forward moon cakes.

2. Personalized customization of the message system to create a lot of fun

In the process of buying cakes under a single purchase, users will find that every step in the progress, will appear the opportunity to leave a message. Each link of the message can be personalized customization, by the user to fill out the completed. For example, after the success of many people on behalf of the payer can customize their nickname and message, "flirt" to ask for mooncakes. "Spell Luck Gift" play because there are random probability, many people may not get the mooncakes, this time they can also leave their own spit slot.

There are only more than 2.5 million users in the mind, and daily active people 30.4 million, but 13 days of the moon cakes pre-sale, our pocket Shop has produced 8,000,972 participation, that is because of the many sharing links to encourage the link to their own social relations, so stimulated a six-degree space effect, Increased interaction and connectivity between people.

Iv. iterations

The internet era of electric power is no longer "fish", but "fast fish eat Slow fish", fast is the basic skills, and based on the ROM thinking subscription number every day a push mode, stimulate the "freshness" of the rapid iteration is to let the product has been in the top of the tide of magic.

Frankly speaking, moon Cakes pre-sale early stage of the single pay function does not very good to inspire users to share, not particularly good to achieve the goal of breakdown circle of friends. In order to change the status quo, two teams in a very short period of time on the online "Many people pay" function. The pocket-pass team protects the product's fast iterations, and the small partners of the Luo-mind are guided by the quickest and most ingenious way to play. 13 days, a total of 16 different content of the guide copy, 3 new features and countless free play links. It's important to change position.

From "to a person spoiled to moon cakes", "to a lot of people playful to moon cakes" to "Send mooncakes", each link requires social cohesion, which not only test the community activity, but also test the Pocket pass products and Luo thought operations team to improve the ability to quickly product.

Rom thinking true love Moon cakes start, like a dice, once thrown out, we actually do not have to guess what will happen next. The traditional enterprise is based on the control pattern, excessively pays attention to own plan, finally is kidnapped by the plan, suppresses the new idea, ignores the user feedback, attempts to use the certainty to resist the actual uncertainty, finally reduced to the high self. However, entering the internet age, everyone must be based on the evolutionary model, all the plans can not be pursued, and therefore do not have to do a high degree of precision, but frankly accept all uncertainties and unplanned, to maintain the flexibility of the organization, timely adjustment posture is the key.

The only certainty of this age is uncertainty, and all is normal.

V. Games

Micro-trust sales will not come from a central recommendation or advertising portal, but rely on users in the fragmented social behavior inadvertently sharing and dissemination. Making the sales process natural, fun, and real, and raising the user's sense of engagement becomes critical.

Let's take a look at a few examples:

1. The introduction of "Moon Cakes", the King can be in the lunar August 16 and Luo fat bask in the moon. According to the daily sales of mooncakes at different times of the day to update the list of data, this similar to the traditional game ranking is indeed attracting a lot of people's attention, enhance the user stickiness.

2. Increase the connection artifact "moral coin", the community members can use this way to connect with each other, set Qi 10 Zhang can also summon Luo fat.

3. In many people on behalf of the payment of the head of the random generation, pocket-pass of the small partners in the reserve more than 100 avatars are also implanted in two team members of the head, it is likely to give you the message that the person will have Rough avatar, an increase of eggs.

4. Personalized nickname and message so that users have more space to play, enhance the sense of participation.

How can a product sales process generate a gaming experience? To put it simply, follow the two principles:

1. The overall tone should be derived from the daily real emotions, the ultimate embodiment of emotion, in the Mooncake project is to spoof, ambiguous this kind of acquaintance social relations common feelings refined out, increased the sense of the game.

2. The design of the game sense is applicable to the relationship between people, must have a natural interactive scene, you can also use the egg pattern to increase the sense of surprise.

Of course, the most important thing is that when you decide to initiate an experimental task, you must choose a team that can fight with you, have no integrity, laugh high, and work hard, such as the pocket-pass Micro Mall team led by the White Raven. They took 24 days from the product design to the completion of the sale, a total of 4 team members mainly involved in the development of 3 people, 1 products, Average age 28.5 years old, the average experience 5.7 years, the whole process overnight 4 nights, a total of 1371 times submitted code, on line 83 times, modify the copy and interface details countless, Virgo and this call off not to spend someone was black countless times. Micro-letter "prostitute the Empress" group (Luo Mind and the Pocket-pass Project Butt Group) communication and the number of saliva cannot be counted.

More importantly, in the harvest of the above experience, we have also been severely taught by the market:

First, the threshold: in the initial design of the project to participate in the threshold set too high

1. Price

In the current micro-trust business environment, 199 yuan a box of mooncakes on the high price. The real problem with this pricing is not that users cannot afford to consume, but that they are not conducive to sharing and recommending. Therefore, if you want to use more social elements to stimulate sales, unit price control within 100 yuan will be easier to start. For example, moon cakes can be made into two 49 yuan, four installed 99 yuan, and the current sales performance, compared to the final sales multiples relationship is likely to appear geometric growth. High pricing will also have specific user groups, but if the unit price is low, it can greatly reduce the user interaction threshold.

2. Play

Luo thought moon cakes in a short period of time launched a lot of new posture, the user's popularity costs very high. New play requires more attention and encouragement to the user's shopping process. New play on the line, you can let team members become the original seed users, in their own friends in the body demonstration, and so on after the popularity of small partners can be their own high. The first 1000 hardcore users can produce many demonstration effects, each new play needs to find the right 1000 seeds.

3. Communication

Copy information must be highly purified to ensure information arrival rate and understanding rate. We found during the experiment:

1 when a copy of multiple information points, the difficulty of understanding will multiply, and information transmission accuracy will quickly decline.

2 micro-letter copy should try not to use exclamation point, in the micro-letter reading environment, the reader is difficult to achieve emotional synchronization with the writer, exclamation point is apt to cause emotional aggression, not conducive to accurate information transmission.

3 in micro-credit environment, "one screen" has replaced a word and a line, become the user's new reading unit. Therefore, the entry-style expression can be more strongly to give information points, easy to remember and understand, more suitable for the screen as a unit of reading habits.

Ii. Service

The micro-trust merchants ' shopping scene and experience are different from the traditional PC electric quotient, so it objectively causes the current users ' strangeness in the process of shopping. At this stage, users ' service needs will be far more than the traditional areas. Mainly reflected in:

1. The learning cost of the payment process is higher, such as on behalf of the pay.

2. The ambiguity of the service boundary, for example, some users in the completion of the order and payment after the request to modify the address.

Therefore, in this mooncake experiment, we did underestimate the workload of the service part, resulting in the response is not timely, processing lag and so on. Here, we also sincerely apologize to all those who support us.

Third, user habits

"With brother dry, have meat to eat", "want you to call loudly", "true Love Test" and other groups of interactive slogans in the crowd caused two different reactions. After 85, said: "Really no integrity, good love." and forums, part of the whenever group is: "Really no moral integrity, good aversion." ”

Language expression on the Internet in different generations of people caused a different reaction, but also led to the loss of a part of the original moon cakes products consumers, such as older people (although we really care about young people). How to accurately grasp the balance between fun and user expression habits, we also need to test more than once.

Iv. Readiness

Rom thinking is not a root is a Red Corps team, a lot of process is in the experimental process gradually learn groping. Realistically speaking, the team on such a large micro-trust test of the preparation of the experiment is insufficient, including the different aspects of human resources allocation, process of time management, understanding of user habits.

But in such a stress test, we found a golden sentence: "Foot on the watermelon skin, slide where to count." In the face of unfamiliar events, will never be able to achieve hundred percent of preparation, can be prepared for the lack of tension, is the largest preparation.

Everyone is constantly exploring the boundaries of the future business world. For anyone, if the known world is a small island, the unknown is the coastline of the island.

We used a box of moon cakes to explore the 5 G-spot and 4-point pain points played by micro-electric dealers. We are even more awed by its future, because it will go far beyond a social tool, or even a platform, and it will be an immense, pluralistic, and continuously evolving ecosystem.

The only thing we can be sure of is that the evolution of the business environment never stops.

Here, I would like to take a bow to all the friends who have participated, forwarded and consumed, especially through this experiment.