Shulou(Shulou.com)11/24 Report--

Original title: "the Business Truth of Alipay Wufu for 8 years"

When cultural attributes are combined with business, there is always a great burst of energy.

I don't know if you have noticed, but the five blessings of the past two years have been very good.

Looking back a few years ago, when I came home for the Spring Festival, the first thing my mother said was to ask me if I had any dedication to my work, which was more positive than caring about my personal emotional problems. Seeing that I am not dedicated to my work, I seem to be a first-class unfilial son.

When she came home this year, she didn't mention it at all, and she has been watching "Crazy Wind" while clicking her cell phone. I asked her if you didn't have to collect the five blessings. She said no, it was already collected, and now the merchants still send Foca, she no longer needs a son.

01 is amazing. It has been eight years since the five blessings were collected. Every year, some people think that no one will participate in this event again, and as a result, the data can reach a new high every year.

In fact, it is not difficult to understand this matter. I feel that I will not collect the five blessings. I use money to measure this value, and I think it is meaningless to mess around with a few yuan.

But the matter of the Spring Festival, if you think about it carefully, is actually a concentrated embodiment of the "meaningless" event. If you do something "meaningless", that kind of happiness is very pure.

For example, my mother has nothing to do at home when she retires. Originally, we used to have the habit of hoarding New year goods during the Spring Festival, but now there are fewer and fewer relatives, and it is also a waste to store more New year goods, but if we don't, we always feel that there is less. Collecting five blessings can also be regarded as a kind of psychological compensation.

Throughout the year, something has to be done to prove that the Spring Festival is different from other days. This kind of thing that can be done with the movement of fingers, the ceremonial feeling is not so serious, there is not much money and a little sense of satisfaction, over the years, letting nature take its course has become a popular habit, and even shaping a new tradition.

As for why the collection of five blessings is getting easier and easier, because in the first two years, this is still a new thing. In order to get more people involved, in order to break the circle, it is natural to create scarcity.

But now that Wufu has become a national IP, it would be impolite to make it so difficult to collect.

If set Wufu is compared to an online New year hoarding, in fact, there is still a lack of a key player-that is, merchants.

So in the past two years, Alipay has not only made it easier for users to gather Wufu, but also opened more permissions to businesses.

Public data show that Wufu will participate in 30 times more businesses this year than last year. As we all know, there are always huge business opportunities behind common habits.

For ordinary people, the Spring Festival is a holiday for family reunion and relaxation. But for many businesses, the Spring Festival is also a business that needs to be firmly grasped.

Why do you say that.

A friend of mine who is a brand told me that in the current environment, what businesses need most is increased exposure, new growth and more effective transformation. In any case, the place must be heated up first.

The best way is to get close to the user and interact with the user. If you just advertise, there are so many advertisements now that you may forget after reading them.

But the problem is that it is difficult in itself to interact with users.

As we all know, every year, many movies are released in a crowd during the Spring Festival, and the general trend of the box office can be known after about three days of release.

The reason for this volume is that the Spring Festival is the time when traffic is most concentrated. If you put it in another schedule, the box office of one billion yuan may reach 2 billion or 3 billion by the Spring Festival, which shows how influential the Spring Festival is at this time.

But for the marketing departments of many businesses, the biggest difficulty in advertising today is that users are too distracted. Looking at China's business history, in the era of television and media, if we can win the bid king of CCTV, we can at least be known all over the country.

It's hard for this to happen now. But the Spring Festival happens to be a node where distracted attention can be gathered together, so the Spring Festival is a good lever. Everyone knows that it can pry a huge amount of resources, but the problem is where the fulcrum lies.

You know, such as movies, snacks, often rely on the Spring Festival to eat, can determine the results of the following year. But in addition, not all industries can catch up with the hot spots of the festival.

If it is to send out a poster, I wish you all a happy New year. In a large number of Spring Festival marketing, it is easy to be submerged.

But Wufu this festival IP is somewhat different, users after 8 years of "training", has formed a habit, in fact, has a little "online Spring Festival Gala" flavor.

You can participate in it or complain about it, but it's hard to ignore it anyway. This means attracting a lot of attention and traffic.

There are three obvious characteristics of 02.

The first is that it is simple, as long as there is a mobile phone. It is very easy to get Foca by watching Foca live this year, whether it is the exchange at the beginning, or the AR happiness relief that was updated later.

And there are more and more channels and methods. This lowers the threshold for businesses and can easily send their own customized Foca to users.

Simplicity is the core element of communication.

Second, it has a sense of satisfaction. At first, this sense of satisfaction came from a group of people sharing the money, although the latter money is very small, but in the holiday tradition, this meaning is very good. After all, after a year of hard work, it is not easy to have a rest during the Spring Festival, and you have to spend money on everything. Set a Foca, no matter how much money is, at least it is a lottery.

After opening it to businesses, the role of Foka is also gradually increasing.

The third is interaction. The reason why any collection game is sticky is that it creates a system that can share and exchange with each other. So whether it's emotional value or real value, these collections become a social currency.

Over the past eight years, Wufu has been regarded as one of the most influential activities during the Spring Festival.

This year, according to public data, users have exchanged more than 500 million Foca for New year goods and various peripherals.

After the introduction of merchants, 1.4 billion people received Foca cards in the direct broadcast rooms of business organizations this year.

By comparison, the total number of people in this year's Spring Festival film stalls is 128 million. It can be seen that the number of people participating in Foka is considerable.

If the flow is compared to water, after years of accumulation, the five blessings of the Spring Festival is already a huge reservoir. It is troublesome for merchants to find scattered flow on their own, but it is much easier to install their own faucets on the reservoir.

From last year to this year, Wufu has opened various permissions to businesses, allowing them to issue Foca to users themselves.

While attracting users to get a Foca, they can also enter and browse Mini Program, become a member and watch the live broadcast of the brand. In addition to receiving Foca, users can also consume Foca and go to Fuqi store to buy some merchants' New year goods.

This behavior of issuing cards and reusing cards forms an interactive cycle, which not only completes the acquisition of users and customers, but also promotes activities and transactions.

So these Foca are actually the faucets of merchants.

03 for users, in fact, where Foca comes from is not the most important, what is important is the convenience and interest of Foka, as well as the value-added goods and services attached to Foka.

What businesses need is to achieve their triple goals of exposure, increment and transformation through this faucet.

First of all, users have a chance to get Foca whether they pay offline or scan the merchant's red packet code, or go directly to the merchant's Mini Program or watch the live broadcast in the merchant's life account.

The diversity of access to Foka, compared with directly selling display potholes, significantly broadens a lot, but also by the way to cultivate a variety of user habits.

Second, merchants can direct the public domain traffic in the reservoir to their Mini Program, or life account, through live broadcasts and lucky parks.

For example, during the Wufu event this year, the Life Channel arranges at least 300 live broadcasts every day. It not only covers merchants and talent. There are also live broadcast with goods and live broadcast in scenic spots, and so on.

A recruitment platform called "No. 1 workplace" conducted an online recruitment live broadcast on Alipay. The live broadcast was quickly watched by 20 million people.

Originally like recruitment content, in fact, it is not a common popular style content in live streaming. However, after "Workplace No. 1" was connected to Wufu Ecology, by sending out blessing cards in the studio, they had 200 job-hunting fans in just 10 days, and successfully transferred users to the merchants themselves.

The cost of getting customers on the Internet in 2022 is about 477 yuan. If you use the traditional marketing model, if you want to achieve the effect of 2000w viewers and 200 job groups, the cost will be much higher.

Finally, the mode of Foca issued by merchants also has the attribute of carrying goods to a certain extent.

After there are more and more ways to get Foca, most users have changed from missing Foca in 2016 to Foca overflow. At this time, Foka has become a medium for carrying goods between merchants and users.

Users can not only consume Foca in the lucky draw, exchange gifts, but also use the Foca of merchants to get more discounts.

For example, more than 1 million people received Foca on Popomat's Mini Program and exchanged for 440000 Spring Festival red envelope covers.

The reason why these ways can be successful, first of all, because the five blessings of this thing, itself in line with the New year culture, so that users are happy to collect.

Who doesn't want the free Foca? it's up to the user to decide how to use it and whether to use it or not. Second, it is because Alipay, which is backed by Wufu, is already a national-level App with 1 billion traffic and close to commerce and services.

04 at this point, we can review the development history of Wufu IP in terms of commercialization.

At first, Alipay was relatively simple and rough to do the five blessings. By throwing money, it slowly developed the habit of gathering five blessings during the Spring Festival.

Although it is successful in making habits, it is relatively simple in business, but it only opens some booths exposed by advertisements to the public, which is not only very limited, but also lacks interaction.

Since last year, Wufu has undergone obvious changes. Alipay has opened Wufu IP to merchants for the first time, allowing merchants to send their own blessing cards in Mini Program.

This year, the scale of opening up has been increased and more ways of playing have been added. This is why the number of businesses signing up for the event has increased 30-fold in just one year.

Wufu was born in Alipay and eventually grew into a self-owned IP, which is obviously a test of the commercialization of Alipay.

Among the super App of China's mobile Internet, Alipay is one of the few that has not yet commercialized traffic on a large scale.

Compared with the platform of the same level, Alipay can be said to be extremely cautious in testing the water in commerce, and it was not until these two years that Wufu was used to try it at a special time. So that many people often overlook that this is a platform where you can rub off a little bit and get a lot of traffic.

For example, Baicaowei is in Wufu this year, with a peak of daily sales equivalent to three months of daily sales. If commercialization is fully open, Alipay will be the only flow depression left in recent years.

In fact, Wufu is, in the final analysis, a game that collects first and then gets rewards, which is why it attracts so many people to participate in it. This also shows the various possibilities of Alipay, because the game can be copied.

After all, there is more than one holiday a year, and there are not only five blessings to collect.

You can collect what love cards, right? carry out activities on nodes like Valentine's Day and Qixi Festival. Think about it carefully, if it is for the purpose of blind date, what is a more suitable platform than Alipay? As soon as the sesame credit is endorsed, Mini Program shares the dating location, and then gets a discount on Foca, and the direct dating service is one-stop.

It is suggested that the Alipay team consider this requirement carefully.

Because the Spring Festival is our common memory and the node that can pull everyone together, which is also the main reason for the success of Alipay's five blessings.

If this model continues to be developed, it may grow into a completely different format from the existing online business model.

After all, when cultural attributes are combined with business, there is always a great burst of energy.

This article comes from the official account of Wechat: IC Lab (ID:InsightPlusClub)

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