Abstract: the beginning of February 11, 2015, Alipay submitted to the National People’s bonuses, a bustling time. A grab red awfully, a sun drying red to be soft, there are busy for a long time what red envelopes are not rushing to say, take the name of God in vain will never believe in love.

 

February 11, 2015, Alipay submitted to the National People’s bonuses, a bustling time. A grab red awfully, a sun drying red to be soft, there are busy for a long time what red envelopes are not rushing to say, take the name of God in vain will never believe in love.

in my opinion, with a huge user base to attract attention and participation, Alipay red has been successful in half, but the other half is in doubt, otherwise, no user generated such doubts:

Alipay New Year red envelopes is a hoax? Know no one who grab

Alipay red should do, can look like a hoax?

this is from the essence of the operation and promotion of the.

in short, good operation, the realization of the purpose is to spend the least money, do the most things. From this perspective, Alipay red is very successful, with 300 million yuan less than the cost of the bombing of the circle of friends, maxed out the eye, making a good communication effect. In the "mobile payment" the military a hotly contested spot, to achieve "to attract new users and increase user stickiness to two" old.

what are its limitations,

?

in fact, this is the problem faced by all operations, is the limited budget. Alipay, the number of users has reached 800 million in December 2012 (source: Wikipedia), even if it only 10% users to participate in activities to grab red, red envelopes to the total February 11th day total of 30 million, average only 4 cents to "red envelopes". If according to each user is divided into 4 cents, estimated that some impatient buddy’s mind has a mobile phone even fall.

problem:

how to achieve "good communication effect" when "limited budget" encounters "huge user base"?

talk about my ideas:

130 million budget is divided into two parts.

Part of

2 is used to generate "high red packets," ranging from 2 digits to 4 digits, and sent to "highly influential users" by the algorithm.

Another part of

3 is used to generate "small red packets," ranging in size from a few to a few, and randomly sent to "ordinary users".

high impact users, the system identified by the algorithm, the content producers and opinion leaders on the social network, but also the tipping point in this book referred to as "In>