Interpretation: Miraihui's new business model, consumption + value-added package model marketing program routine?
Hello everyone, I am Hu Jiadong, marketing planning director of Weisanyun, the person in charge of a software development company.
In today's competitive business environment, the traditional brick-and-mortar approach to doing business is facing increasing challenges. No matter which industry it is, it is full of intense squeeze from competitors. However, with the continuous development of technology, the emerging Internet economy is rapidly rising, creating new opportunities and choices for merchants. Through online sales and Internet marketing, companies can break through geographical restrictions and reach a broader market.
1. What are the supporting policies introduced by the state and the industry background?
In January 2022, the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Housing and Urban-Rural Development, the Ministry of Commerce, the State Administration for Market Regulation, the National Administration of Markets, and the Central Administration jointly issued the "Implementation Plan for Promoting Green Consumption."
The green point rebate point mechanism is an incentive scheme to encourage green consumption: this mechanism further promotes the popularization and development of green consumption by providing point rebates for consumers who carry out green consumption. When consumers purchase products that meet green standards or use green services, they can earn corresponding points, which can be accumulated and used or exchanged for coupons and other gifts.
Analysis: This mechanism not only increases consumers' willingness to purchase green products, but also promotes the development of green industries. Through the green point rebate point mechanism, a win-win situation of environmental protection and consumption incentives can be realized.
2. Parallel gameplay of consumption gifts + points exchange?
①Free value-added package for direct purchase:
A total of 120 points will be awarded for purchasing value-added packages for 100 yuan, which will be divided into three phases according to the total purchase volume of the entire network
In the first period (1-3000 sets) / 50-day cycle, you can get 2.4 points per day
In the second period (3001-6000 sets) / 100-day cycle, you can get 1.2 points per day
In the third period (6001-10000 sets) / 200-day cycle, you can get 0.6 points per day
Analysis: The direct purchase here is actually for direct deposit. Through the fixed return release of the value-added package, the user will get a total of 1.2 times the rebate. That is to say, after 10,000 sets of the platform are sold out, 200,000 bubbles will be produced, but in other words In the first phase of the platform, 60,000 bought 3,000 members, in the second phase of the platform, 60,000 bought 3,000 members, and in the third phase of the platform, 80,000 bought 4,000 members, with an average of 20 yuan per customer.
②Exchange points for value-added packages:
Asset package No. 1: 1,000 points exchanged for a value-added package will get a total of 1,200 points;
20-day cycle, you can get 60 points every day;
Asset package No. 2: 2,000 points exchanged for value-added packages, a total of 2,280 points
7-day cycle, you can get 325.71 points every day;
Asset package No. 3: 5000 points exchanged for value-added packages, a total of 5150 points
1-day cycle, you can get 5150 points every day;
Analysis: There are actually three purposes of exchanging points for value-added packages here; the first is to allow the platform’s revenue points to be used to purchase asset packages and stay on the platform for a longer period of time; the second is to allow more users to earn points that are insufficient. More users choose to buy points from other users; the third is to increase the momentum of points so that the points can have a constant value.
3. What is the value and purpose of points?
① Points can be exchanged for commodities in Future Exchange Mall;
② Points can be traded point-to-point in C2C, and 10% handling fee will be deducted each time;
③ Points can be exchanged for value-added packages and rewards;
④ Points are waiting to unlock more ways to play: different industry alliances, group buying, seckill, bidding blind box;
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