If we say, after the three giants of BAT, among the companies that have risen in the domestic Internet, which ones are the most promising and well-known.

There are definitely two names that can't be avoided, Pinduoduo and Toutiao!

Toutiao won't talk about it first, because it has nothing to do with e-commerce, Lao Ma asked about the problems of the e-commerce industry.

Then the successful case of Pinduoduo is very useful.

Aside from its most famous and indebtedly low price, Pinduoduo has actually had a lot of amazing marketing models.

For example, it was the first to launch the "orchard game" on the e-commerce platform!

In fact, this thing is a "variant" of the popular Happy Farm ten years ago, and Pinduoduo took this long-forgotten game and changed it into an orchard game.

What is used to solve it is precisely the problem of retaining customers faced by Lao Ma today!

Does this orchard game work well?

In 2018, when Pinduoduo first launched the Orchard Game, countless people inside and outside the industry laughed at it.

Because in everyone's minds, Pinduoduo at that time was synonymous with "LOW"!

Not only are the things sold on this platform low in price and low quality, but the merchants are also mixed, including the users of the platform, who are also low-income groups in small cities and even towns.

High-income young people in big cities, no one will use Pinduoduo because they think it is too low-grade!

The orchard game launched by Pinduoduo was ridiculed by many media reporters, including netizens, and everyone thinks, isn't this thing a happy farm, and what is the use of moving this long-dead game to the e-commerce platform?

Do you expect to use this game to revitalize the activity of the platform's users?

The platform operation team's brains are in water!

As a result, half a year later, the answer given by Pinduoduo shocked countless people's jaws.

Relying on this simple and even humble game, the number of daily active users of Pinduoduo is as high as 50 million, and it has even surpassed JD.com and is about to catch up with Taobao!

Is this broken game really so magical?

It's so magical, because Taobao and JD.com then launched their own orchard games or ranch games, which are actually the same model.

Moreover, these large e-commerce platforms have put the entrance of this game in the most eye-catching position on the homepage of their APP!

It can be seen how much they attach importance to this orchard game.

............

Thinking of this, Yu Wenfei realized that the game Happy Farm has not yet been launched!

Do you want to get it out yourself?

However, he immediately dismissed the idea, because the game, even if it was made, would not bring him anything.

If you want to do social networking, he already has two major platforms, WeChat and Facebook, and he doesn't need to rely on that game to support it.

Counting on the game to be profitable?

That's even more unrealistic, in the end it's just a web game, and you can make a few bucks.

Can it compare to World of Warcraft and CSOL with daily gold?

Therefore, the best use of this game is for Taobao to retain users and improve user stickiness!

In this way, Taobao can grow faster and become an e-commerce giant.

I also own a large number of shares in Ali Group, which is the choice to maximize benefits!

............

Took a puff on the cigar and gently exhaled a circle.

Seeing that Yu Wenfei had been thinking, Lao Ma was not in a hurry, because he knew that this question was very tricky.

Their operations team has been discussing problems that have not been resolved for months, do they expect Yu Wenfei to come up with a solution as soon as they hear it?

That's too embarrassing.

Unexpectedly, Yu Wenfei quickly spoke.

"It's not hard to solve. ”

Lao Ma just took a puff of cigarette, and when he heard Yu Wenfei's words, he almost choked to death.

"Ahem...... Cough...... What?"

"I said that this problem is not difficult to solve, do you think, why don't users want to log in to Taobao every day?" Yu Wenfei asked with a smile.

This question was not difficult for Lao Ma, and he replied without thinking: "Because there is nothing he wants on Taobao, the mobile phone and computer that should be bought have been grabbed, and other things are available on Taobao, offline shopping malls or small stores, and they can be bought directly, and there is no need to wait for express delivery or anything." ”

"Yes, Taobao just lacks what users want! If this problem is solved, won't user activity be solved?" Yu Wenfei said with a smile.

The old horse looked at him suspiciously, this is easy to say, but it is difficult to do.

What exactly do users want?

"I don't know if Mr. Ma has ever seen a shopping mall or a big supermarket open, that is, how many people were the first to arrive on the opening day, and there were gifts to receive. It's usually a few pounds of eggs, or a pot of oil, a bag of rice, or something like that. Yu Wenfei guided.

Of course I've seen this, and basically every supermarket does it when it opens.

And the effect is excellent, there will be a queue at the door on the opening day, and countless old men and women will wait at the door at five or six o'clock in the morning.

That's called a sea of people!

But......

What does this have to do with Taobao?

You can't let Taobao also send eggs and rice, flour and oil, and most of the users on Taobao are young people, and it is impossible for these people to line up to grab these small gifts.

Even if they want to queue up to grab it, Taobao can't let people queue up offline......

Yu Wenfei naturally knew what Lao Ma was thinking, and continued: "Young people may disdain these things, so what about we send fruits, or do public welfare, such as donating a tree in the name of users to prevent sandstorms and so on. And they don't need to queue up, they just need to log in to Taobao every day, insist on signing in a small game, watering and fertilizing a small sapling, and so on. ”

The old horse opened his mouth wide, can he still play like this?

But when he thought about it, it wasn't right!

The activity of sending things is indeed more effective, but it costs money, where does the money come from?

"That's going to cost a lot of money!" Lao Ma blurted out.

Yu Wenfei nodded lightly, "Maybe one or two hundred million a year, but what if we can increase the number of daily active users of Taobao to 20 million, or even 50 million!"

"That's worth it!" said the old horse without hesitation.

Just kidding, if Taobao's daily active users reach 50 million, what kind of concept is that?

Not to mention anything else, the company's valuation immediately doubled tenfold!

That's definitely not a matter of one or two hundred million, but a concept of tens of billions, or even tens of billions!

But can the little game that Mr. Fei said really achieve this effect?

"Let me tell you how to operate it, it's like this......" Yu Wenfei explained in detail the concept of this online orchard and how to operate it.

The more the old horse listened, the more shocked he became.

Because he has realized that this model seems to be really operable!

And even if the effect can't reach the 50 million level that Mr. Fei said, even if it can reach the effect of several million, the money is well spent.

............

The specific plan given by Yu Wenfei is to set up a farm or orchard entrance in the most conspicuous place on the homepage of Taobao.

It doesn't matter what it's called, it doesn't matter what you plant.

However, users can plough the online orchard after receiving the sunshine and rain on time at the farm every day, and when Goldwind sends a harvest day, they can redeem various goods including full discount red envelopes, fruits, donated saplings, etc.

So, why is Yuwenfei sure that there will be many users who are addicted to this kind of low-looking online orchard game?

Of course, there is an inherent logic in it!

First of all, the virtual idyllic life is the ultimate yearning of many busy urbanites.

A few years later, Happy Farm, which was born to steal vegetables, was also popular all over the country, and from a technical point of view, this kind of game is not worth mentioning at all, but its brilliance lies in the fact that stealing vegetables is a kind of social mapping into virtual life, so that the first sentence everyone met in those two years was: "Did you steal vegetables last night? How many stolen did you steal!".

History is always strikingly similar, and after more than ten years, Li Ziqi's explosion is because the life in her video outlines another possible life outside the bustling life of the city, a more primitive and leisurely pastoral life, which makes many busy urbanites yearn for it.

Then Taobao's upcoming online fruit planting game is also based on the same reason.

In this game, its users are pursuing a sense of ritual of life made at sunrise and resting at sunset: punching in on time every day is a ritual, harvesting on time is a ritual, and even choosing to donate saplings can get great psychological satisfaction!

Secondly, when the ******* first launched, some people must have doubted whether the fruit tree game launched by Taobao would be fake.

However, the greatest benefit of the Internet is that "there are no lies under the sun". Moreover, on the Internet, the speed and frequency of truth popularization are unimaginably fast, when the first person to complete fruit planting receives a box of genuine fruits or other gifts from the platform, under the psychology of greed and cheapness, thousands of people will take online planting fruit trees as their life goal.

Thirdly, the game's leveling mechanics keep users coming back for more.

The biggest charm of RPGs is their upgrade system, and this fruit tree game is no different. Every sprout, fruit tree, flowering, and fruiting of fruits can be regarded as the process of upgrading and fighting monsters.

From this point of view, online orchard games, like the popular legends and World of Warcraft, are all about using the upgrade system to tie gamers to the game and make them want to stop.

Finally, if users don't like to be greedy, then there is an option to do public welfare!

Planting trees in the desert, donating saplings, and helping farmers and students in the future make these users feel that they are not wasting time playing games, but doing something useful.

............

Behind this seemingly LOW online game, there is actually the top Internet marketing logic hidden!

Those who can understand it have become Internet bigwigs.

In 2004, perhaps only Yu Wenfei mastered this logic.

Therefore, he can fly in the sky, and others can only chase him on the ground......