Membership-based spree + lucky draw new retail platform --- new retail platform for merchants
1. Mode background
1. Longing for a good model
2. The gameplay needs to be iterated
3. Risks are difficult to control
2. The upgraded version of the lottery game mode:
1. Winners:
2. Those who do not win the lottery:
3. Distribution incentives:
1) Senior Recommendation Award
2) Differential Team Award
3) Differential regional rewards:
4) Overview of platform profitability
4. More detailed rules of the game:
1), circular puzzle
2), queuing up to join the group
3) The team leader must hit
4) The head of the team must miss
The details are as follows:
1. Mode background:
1. Longing for a good model
Any platform wants a good marketing method, which can make users fission, increase members, increase sales, and make the platform profitable.
2. The gameplay needs to be iterated
The traditional team-building game is not attractive to users, and it is difficult to stimulate more user participation and activity, which also leads to a low retention rate. The previous modes of operation of the platform, such as listing and consignment mode, dividend mode, rebate mode, etc., are not enough to mobilize the enthusiasm of old members, etc.
3. Risks are difficult to control
Some marketing models have high risks and complex gameplay, and at the same time, they are likely to cause losses to the platform, and the gains outweigh the losses. For example, the listing and consignment model and the rebate model are likely to cause bubbles on the platform.
2. Next, what I want to share with you is the upgraded version of the lucky draw mode:
The platform launches a new type of tea and wants to attract traffic through a lottery group. Suppose the platform initiates a lottery group with 3 out of 100 people. The normal retail price of a certain brand of tea is 2,000 yuan, the activity price is 1,000 yuan, and the cost is 200 yuan. If a group of 100 people participates, it is considered a group success, and each group has 3 people who can get tea according to the activity price (50% off);
1. Winners: The 3 winners will take away the products with the original price of 2000 yuan at a preferential price of 1000 yuan
Remarks: The actual profit of the platform: 1000 yuan - 200 yuan = 800 yuan * 3 people = 2400 yuan
2. Those who did not win the lottery: the remaining 97 people participated in the group fight, and those who did not buy tea will be rewarded by the platform with 10 yuan per person.
Remarks: 97 people received a reward of 10 yuan, and a total of 97 people * 10 yuan = 970 yuan were distributed as non-winning participation prizes
3. Distribution rewards: At the same time, the platform will give the desired distribution rewards to users who actively help the platform to promote, even if the recommended users do not buy the product. The reward rules are as follows:
1) Senior Recommendation Award
Rewards to the superiors of the winners:
Recommend 1 person, you can become an ordinary member, you can get direct referral 1 generation 1% = 10 yuan (both winning and not winning)
Recommend 5 people, you can become a VIP member, you can get direct referral 1 generation 2% = 20 yuan
Recommend 10 people, you can become a partner, you can get direct referral 1 generation 3% = 30 yuan
Remarks: According to the highest partner level, a total of 3 people will be rewarded, and a total reward of 30*3=90 yuan
Rewards to superiors of those who do not win:
Recommend 1 person, you can become an ordinary member, and you can get direct referral 1 generation 0.01%=0.1 yuan (both winning and not winning at the lower level)
Recommend 5 people, you can become a VIP member, you can get direct referral 1 generation 0.02%=0.2 yuan
Recommend 10 people, you can become a partner, you can get direct referral 1 generation 0.03%=0.3 yuan
Remarks: According to the highest partner level, a total of 97 people will be rewarded, with a total reward of 0.3*97=29.1 yuan
2) Differential Team Award
At the same time, in order to encourage ordinary members, VIP members, and partners to work hard to promote the market and promote more members, the platform also rewards user team management with different identities. The specific reward rules and dividend rules are as follows:
Rewards to the superiors of the winners:
Ordinary member 2%
VIP member 4%
Partner 6%
Remarks: 1% of first-level rewards are reserved, and the total maximum commission is 7% = 1000*7% = 70 yuan * 3 people = 210 yuan
Rewards to superiors of non-winners:
Ordinary member 0.02%
VIP member 0.04%
Partner 0.06%
Remarks: 0.01% of first-level rewards are reserved, and the total commission is 0.07%*1000=0.7 yuan*97 people=67.9 yuan
3) Differential regional rewards: give the excellent team Zhang a regional agency operation center or pay to join the regional operation center offline, and reward the operation center
Assuming that a member with the identity of a regional operation center recommends a user to participate in a group joining activity, the minimum income he can get is as follows:
To the superiors of the winners:
District and county-level agents: 1%
Municipal agency: 2%
Provincial agency: 3%
Remarks: Rewards will be given according to the order of the order address, regardless of whether the winning order has a reward
The total highest reward is 3%*1000 yuan=30 yuan*3 people=90 yuan
To the superiors of the winners:
District and county-level agents: 0.01%
Municipal agency: 0.02%
Provincial agency: 0.03%
Remarks: Rewards will be given according to the order of the order address, regardless of whether the winning order has a reward
The total highest reward is 0.03%*1000 yuan=0.3 yuan*97 people=29.1 yuan
4) Overview of platform profitability:
The comprehensive statistics platform completes each group activity:
The sales volume is: 1000*3=3000 yuan
Income: Sales profit: 3000-600=2400 yuan
Expenditure 1: If you don’t win the prize, you will get a refund: 10 yuan * 97 people = 970 yuan
Payout 2: Premium Reward Distribution: 90 RMB + 29.1 RMB = 119.1 RMB
Expenditure 3: Team level difference reward: 210 yuan + 67.9 yuan = 277.9 yuan
Expenditure 4: Regional agency differential reward: 90 yuan + 29.1 yuan = 119.1 yuan
The total net income is 2400 yuan, the total net expenditure is 1486.1 yuan, and the actual net profit of the platform is 2400-1486=914 yuan per lottery
4. Detailed game rules:
For the above gameplay, in order to improve user experience and increase user participation, the editor has also upgraded the sub-group mode again, and added some new rules, so you have to look carefully and taste it carefully!!!
1) Circular group joining: the group joining is a lottery, and a new round of joining is added. Multiple groups cannot be opened at the same time. Only one group can be opened at a time. Only when the previous group has enough people to open a group can the group be considered successful. , and start the next group (this rule is added to increase the user’s gaming experience, allowing users to gather enough people to start a group in a short period of time, and quickly start a group, allowing participants to taste the sweetness immediately, participants Once you have tasted the sweetness, you are naturally willing to share it with your friends and participate in it; on the other hand, if you can open many groups at the same time and the platform does not have so many members, you will be very passive and the participating users will be scattered. , There are so many people in each group, but there is no group that can get enough people to start a group. If you don’t get enough people, you have to wait forever. It may take two or three days or even longer to get enough people. Users are patient. If you are worn out, maybe you will forget about it, so it is recommended to use this rule when the number of users is limited);
2) Queuing and joining the group: On the basis of the round-robin group joining, add a personal queuing and joining the group. Assuming a 100-person group joining activity, only 5 people can win the prize and get the product, and 5 people who get the product at the same time will be eliminated. 95 people who did not get the product can get the group participation reward, and continue to automatically keep in this group to wait for the next round of group competition to start. Only 5 more people need to come in to start the group, so that it can be started more quickly It is very exciting to know that it is very exciting to fight until the product is out.
3) The team leader must hit
For officially affordable flash-sale products, the team leader must be selected, and the team leader can grab the product 100% of the time
4) The head of the team must miss
The group leader must not win the group fight, that is, 100% of the money will be made. The more you start, the more money you will make. You can restrict the identity of the group leader. For example, you must buy a gift package or meet certain conditions in order to be a group leader.
5) The distribution module supports the following 3 distribution modes (the cash part of the winning prize is distributed, and the superior who does not win the prize can also distribute)
1) The 3*3 advanced reward model that supports advanced reward three-level distribution (that is, promoters of different levels set different three-level distribution reward ratios)
2) Support additional market subsidy rewards for members of different levels (such as VIP members, bronze members, silver members, gold members, diamond members, etc., differential mode, such as diamond 20%, gold 15%, silver 12%, bronze 10%, VIP members 8%)
3) Support regional rewards, which can be set at multiple levels such as provinces, urban areas, communities, and streets (the rewards for exclusive regional agents are based on the delivery address, such as 8% for the province, 6% for the city, 4% for the district and town, and 2% for the community street)
