"little red dot" refers to the red dot prompt on the first-level menu of WeChat and mobile phone Q entrance. This interactive form has almost become the most commonly used information reminder method for APP, which is second only to the weight of "digital prompt" in visual experience, and is common in dialogue information prompt and update prompt of App Store. Therefore, it is of great significance for Tencent to open the red dot tips of the two strongest mobile platforms to guide JD.COM.
First, provide a super-strong flow entrance.
This "little red dot" is hard to ignore for many users. Generally speaking, it is suspected that there is nothing to disturb users, but in the national shopping feast of double 1 1, its positive role is obviously greater. The general psychology is that even if there is no clear shopping demand, it doesn't hurt to click. What if it's cheaper? This seemingly simple user psychological feedback effect has been used twice in the cooperation between Tencent and JD.COM. One is double 1 1 last year, and the other is 6 18 this year. This has brought annual traffic peaks and a large number of new users to WeChat Q shopping.
Another evidence is that the demand is far less than that of shopping mobile game pages, and thanks to the vigorous promotion of Little Red Dot, tencent games has enjoyed the largest traffic pool resources, and many products have occupied the TOP 10 list of Apple mobile game revenue for a long time. For example, people like me who basically don't play casual mobile games often click on the page or even download and install it out of inertia. Mobile games are like this, let alone product promotion? Therefore, for JD.COM, getting the "little red dot" push from WeChat+Q is tantamount to assembling a set of flow ammunition to add weight to the double 1 1 war. Second, continue to cultivate user habits.
At the beginning of 20 14, when Tencent just invested in JD.COM, many people were skeptical about social e-commerce. We should know that the popularity of "circle of friends", "shake" and "seeing people nearby" was based on the social needs of acquaintances/strangers, while "shopping" was directly oriented to goods, which was still an extra threshold compared with the social needs of "free".
In recent years, Tencent has opened little red dot for three times, with the intuitive purpose of diverting water to JD.COM, and the deeper purpose is to cultivate users' habits-let them get used to a series of actions such as browsing, selecting, placing orders, tracking and even spitting on WeChat /QQ, and complete the ideal closed-loop consumption of "social e-commerce", which is also of great significance to this cooperation.
According to the current monthly activity data of WeChat (above Q), if the user conversion rate of 5% to 10% can be cultivated, it will bring more than 30 million to 40 million monthly active users to JD.COM platform, accounting for 30% to 60% of the monthly activity of the whole station ... Therefore, the significance of this entrance is not to1/kloc-0.
In these respects, this "little red dot" is not only a "big tonic" for JD.COM Shuang 1 1, but also a "lubricant" in the relationship with Tencent. Genius old drivers in the workplace, HR trends, dry goods in the workplace, at your fingertips! Wechat official account Laibai human resource ID: hrcome-on