Volume 3: Taking Roots 2016 Chapter 674: Moving Forward Together
Pinduoduo is always Pinduoduo. Even without Zhou Dongsheng’s “development”, it will eventually embark on its own path. This is also the secret why Pinduoduo can catch up with the first echelon.
This is also Pinxixi’s unique “drainage ditch turning” stunt.
However, Zhou Dongsheng's "cut" initiative obviously allowed Pinxixi to awaken its own genes ahead of time.
In particular, the "Kan Yidao" campaign spread quickly through social software such as WeChat, demonstrating a textbook-like social fission effect, which greatly inspired Huang Zheng, Gu Pinpin and others.
And combined with the continuous accumulation of dream-seeking technology in gameplay, we began to innovate in the gameplay by learning from it, and the effect achieved was very significant!
The fact that Pinxixi was able to break through 100 million users so quickly is definitely due to its deeply integrated “social” gameplay.
To date, this set of social gameplay has been iterated countless times within Pinduoduo, and this "VR treasure hunt" activity is undoubtedly another excellent opportunity for Pinduoduo to practice.
In this regard, Pinduoduo will naturally not waste such a good opportunity. If Pinduoduo would honestly use cash rewards in exchange for user growth, then obviously, Pinduoduo would no longer be Pinduoduo.
When it comes to how marketing can achieve excessive results, Pinxixi clearly has its own unique understanding.
Especially inspired by Zhou Dongsheng, they now have different views on the concept of "social e-commerce".
Huang Zheng still remembers clearly what Zhou Dongsheng said, "Consumers don't really want cheap goods, but they want the pleasure of getting a bargain!"
Zhou Dongsheng's words were his gentle persuasion to Huang Zheng and others regarding the "Cut It Down" campaign. Obviously, for Pinxixi, which was primed for this, the inspiring effect of these words was a perfect match.
Therefore, by combining the two, Pinxixi has already started to practice its own things in advance in this marketing campaign.
The first batch of "100 yuan" cash red envelopes distributed are naturally genuine and fair to everyone.
Pinxixi took out 1 million in cash as a red envelope reward. For Pinxixi, which had just received nearly 1 billion in financing cash, such an investment was just a drop in the bucket.
Although most of this money is used to speed up the Pinxixi platform, even if only one-tenth of the budget is used as marketing reserve, it would be nearly 100 million yuan in cash!
What's more, the Pinxixi platform now has 100 million users, and its cash flow is also a figure that cannot be underestimated.
Of course, although it seems like a lot of money, for entrepreneurs, it is obviously not enough no matter what. It is normal to split one dollar into two. How can the technological content be reflected if you just rely on spending money?
Obviously, Pinduoduo was greatly inspired by the idea of “split one dollar into two”.
Although they took out 1 million in cash as red envelope rewards, Pinxixi is not stupid and will not give out all the cash red envelopes at once. If they did, wouldn’t that be “throwing money”?
In order to demonstrate its technical content, Pinxixi mixed an equal amount of "cash" coupons into the so-called red envelope rewards at a ratio of almost 1:10...
Well, even the ratio of 1:10 is just what Pinduoduo said. As for the exact ratio, it is obviously unknown.
At this stage , Pinxixi is not yet like a rat crossing the street that everyone will shout and beat, nor has it become a famous social psoriasis.
As the saying goes, one trick can make you successful everywhere. This trick, which has made great contributions to Pinxixi, has just made its debut, and the general public is obviously not on guard against it...
It is easy to imagine how powerful this "cash" coupon is. Although it is also "real money", you must download the Pinxixi APP and complete a shopping order on it before you can use it...
Once you start to fall into the trap, under the influence of sunk costs, you will fall into Pinduoduo's trap step by step until you can't extricate yourself and are completely ruined.
On the first day, in this round of "VR Treasure Hunt" activity, Pinxixi only tentatively released 1,000 cash red envelopes as bait, along with tens of thousands of cash coupons.
After this combination of punches, users who really received red envelopes almost all chose to show off their good luck on their Moments.
"Oh, I'm so lucky today. I can get 100 yuan in cash for riding a Mobike. It's directly deposited into my account. I have a day's salary!"
"I can eat something good today. I got 100 yuan for free!"
Such texts have appeared in places like WeChat Moments. For the general public, if you don’t take advantage of a good deal, you’re a bastard. One hundred dollars is still money!
So they leave messages asking where they got the money, whether they have any more, what they need to do, etc. The lucky ones are often generous with their advice and share their good luck.
In this way, under the social fission, a large wave of publicity was unknowingly done for the event itself and the Pinxixi platform.
This naturally includes users who received cash coupons worth 100 yuan. In order to take advantage of the 100 yuan and spend the money, they racked their brains and followed the requirements of the Pinxixi platform one by one.
There were various requirements such as forwarding to Moments and forwarding to friends. Apparently, taking this practical opportunity, Pinxixi tried out all the multiple iterations of its internal gameplay one by one.
Then we will prepare to gather the strengths of all parties, select the best ones, and iterate them again. This is the Internet age, if you don’t advance, you will regress.
When the other three companies saw how shameless Pinduoxi was... no, such a grand show of operations, they were greatly inspired. It turns out that marketing can be done this way!
It’s just that Pinxixi’s advantages are obviously something they don’t have, but if they can apply them slightly to this “VR treasure hunt” activity, it will obviously not be a problem.
With the joint efforts , this activity has gradually created waves on the Internet and in social areas such as WeChat Moments.
Especially in the two cities of Beijing and Shanghai, Mobike bicycles on the streets have suddenly become popular items. After all, the qualification to participate in the event begins with the start of riding.
This rigid requirement is not excessive at all for many users . After all, since people are offering “real money” as rewards, they will naturally give priority to their own user groups.
It's like a "give back to old users" activity, which makes sense.
Therefore, Mobike followed Pinxixi and became the biggest beneficiary of this event, and both companies saw an explosive growth in new user growth.
Especially as the activity continued to spread, many free-for-alls heard the news and began to join the "VR treasure hunt" in groups.
Compared with ordinary users who are scattered and guerrillas, the wool party is like a regular army. They not only study the gameplay, but also choose the most efficient way to get the wool.
It can be said that wherever there is wool, there are them, and they will naturally not be absent from such a good event.
Fortunately, apart from the limited cash red envelopes, most of the other rewards in this event are insignificant prizes and do not play a big role.
However, if something like the limited activation code of "Honkai Impact 3" falls into the hands of users who do not play mobile games, most users will choose to ignore it.
But if it falls into the hands of the wool party, they will naturally choose the method that maximizes their profits, that is, reselling. The Xianyu platform, as a gathering place for middlemen, has already appeared and has become a trend.
Although Mihalyo is not well-known, and its predecessor, the two-dimensional mobile game "Honkai Impact 3", can only be regarded as a game product that has grown up in a niche circle.
But one thing is beyond doubt: whether it is the two-dimensional world or a niche circle, the overall consumption level may not reach the level of the mainstream circle.
However, the consumption capacity of some individual consumers is far more than the "niche" level. It's just that they are happy to be in their own circle, and they are also more willing to pay for what they like.
Just like Mihalyo's mobile game "Honkai Impact 3", despite having more than 20 million player accounts, the total turnover generated so far has only reached 260 million.
Compared with the 170 million in turnover generated in the whole year of last year, this year's turnover has surpassed last year's full year turnover in just half a year. In the remaining six months, it is obviously no problem to double the turnover.
Although it seems that the average player only contributes about 10 yuan, in fact, it is a small number of paying players that support such a huge turnover data!
There are quite a few players who spend tens of thousands or even hundreds of thousands of dollars on 2D mobile games, although they cannot be compared with the PC games where there are many big guys and gods.
But as a rising star, it has great potential.
These players who are willing to spend a fortune on "Honkai Impact 2" are undoubtedly veteran 2D fans, and without exception, they are die-hard fans.
When they found out that there were activation codes for "Honkai Impact 3" on sale, they naturally did not hesitate to spend them. After all, money can't buy happiness.
What's more, an activation code only costs a few dozen yuan, which is not enough to buy a ten-pull game? It's too cheap, buy as many as you can.
If you can’t use it yourself, you can give it to others!
As the saying goes, one man's meat may be another man's poison. For some people, the activation code is tasteless but a pity to throw away, but it is the treasure that hardcore players dream of.
Not only do they buy, they even send private messages to the other party, asking if they don't have extra and if they can take as much as they have. And it's not just one or two people who ask this.
Many people have asked this question, and the wool-gathering party has finally woken up from their dream. Since this thing has such a popular market, as long as they buy a batch at a low price and then resell it to these players at a higher price, can't they make a lot of money?
Once the supply and demand relationship is established, the market will come into being. Wherever there is profit, there will always be the active presence of middlemen. After all, isn’t the essence of business information asymmetry?
As a result of this back and forth, the price of the activation code for "Honkai Impact 3", which has not yet been launched, has skyrocketed. In the blink of an eye, it has exceeded 100 yuan, and some transaction records have even recorded prices of over 200 yuan.
It may seem not to be of high value, but you should know that in "VR Treasure Hunt", the highest-value cash red envelope is only 100 yuan, and the rest, such as cash coupons, Mobike cycling cards, etc., are basically in this value range.
They did not offer any flashy and expensive prizes as a gimmick. After all, this kind of gimmick runs counter to the product image of the four companies. Instead, the promotion of high quality and low price is more suitable for them.
Instead of giving out prizes like the latest model of Apple phone, it would be better to give out more tangible benefits, which are greater in quantity and more satisfying.
Judging from the results achieved so far, it is obvious that this marketing strategy is just the right choice and is very consistent with their image in the minds of consumers.
When the activation code was hyped up as the highest-value reward among many prizes, many users who were slow to realize it began to search through their accounts for the activation code that they had overlooked.
Although MihaYo did not prepare too many activation codes, the first batch only distributed tens of thousands of them symbolically, and the scope of the internal test is tentatively set at around 100,000 players. The remaining activation codes will basically be distributed in the form of rewards to old players.
Therefore, the entire "market price" is undoubtedly relatively fixed, and there is no possibility of a large number of activation codes crowding out the market. At the same time, due to the fake demand of a large number of middlemen, there is even a situation where supply exceeds demand.
As a result, the price of activation codes has remained high. In this case, most people who hold activation codes will not choose to sell them immediately, but will wait and see.
In such a turbulent market, even the previously unknown Mihayo became popular, and many users were running around asking for activation codes but couldn't get any...
There is a bit of the meaning of the cyber version of "Paper is in great demand in Luoyang" contained in it, but the scope of impact is relatively limited.
Even so, Mihayo, who was like the icing on the cake in this "VR Treasure Hunt" activity, also received his own unexpected surprise.
The number of reservations for the mobile game "Honkai Impact 3" has skyrocketed, easily breaking through the 1 million mark, and is still rising.
Mihayor was already full of confidence in this masterpiece that combines the entire Honkai Impact 3rd trilogy, especially after receiving financing from Zhou Dongsheng. They used this huge sum of money to meticulously improve it.
Therefore, Cai Haoyu can be said to be full of confidence in "Honkai Impact 3". Seeing that the popularity is currently high, Cai Haoyu also decisively chose to start the early internal testing activity.
Taking advantage of this wave of popularity, "Honkai Impact 3" will be released to the market ahead of schedule, and after the internal test is further improved, the public beta on all platforms can be launched.
Cai Haoyu believes that Mihayo, which has completed the "Three Steps to Honkai Impact 3rd", will inevitably usher in a round of transformation, and by then Mihayo will definitely no longer be an unknown small workshop.
Nor would it be the most inconspicuous one among Zhou Dongsheng’s many investments!
Humph, in the second dimension, the most interesting thing to watch is overtaking!
Fuck, it’s on fire!
In the "VR Treasure Hunt" event, the four companies' simultaneous progress naturally attracted the attention of some capital.
Among them, Tengda, which had just completed the financing of Pinxixi, naturally set its sights on...
Mobike.
As for MihaYo, a mere small mobile game workshop obviously could not catch the eye of Tenda at all. After all, they were " professional" in making games.
Originally, Tengda took a wait-and-see attitude towards the booming shared bicycle sector, wavering between the two leading companies, Ofo and Mobike.
Since the last meeting with Zhou Dongsheng, the balance has begun to tilt, and the linkage effect of this "VR Treasure Hunt" activity has gradually emerged...
The balance has tipped to the other side.
