http://www.sohu.com/a/293131743_190...11.1.1549180007868KJi8zTj&_f=index_itnews_0_0
钱皓
985文章 1633万总阅读
查看TA的文章>
107
送你1百万1分钟花光！今天被淘宝刷屏了！
2019-02-03 11:03 互联网 /淘宝 /手机
还记得电影《西虹市首富》中的甜蜜烦恼吗？沈腾扮演的王多鱼在人生最低谷迎来了一夜暴富的机会，但想要继承二爷留下的300亿财产，就必须1个月合理花光10个亿。
1个月花光10个亿很难吗？高级酒店的包场，请股神吃饭，邀请歌手在家开小型演唱会，甚至专买“冒绿光”的股票……10个亿反倒在王多鱼的挥霍中“以钱生钱”。
其实皓哥昨天提到的淘宝也将这样的烦恼搬进了现实，让没有二爷的网友同样有机会体验钱花不完的痛苦。不过，比起1个月花光10个亿的挑战，1分钟花光100万似乎更刺激。
一、同一个世界，同一个百万梦想
当年味还未彻底弥漫开时，互联网红包大战的热度就早已升至峰值，在巨头们的大手笔投钱之下，每个人都怀揣着一个被百万大奖砸中的锦鲤梦。
其中，这次春节淘宝“清空购物车”的玩法比往年更具诚意，不仅将名额扩容，更是把最豪奖品提高至100万，引发了网友对“一分钟如何挥霍百万”的话题热议。
具体玩法是2月1日至4日期间，淘宝每天都将开启1场清空购物车的活动，除夕当天增至6场。相比去年抽取1000名幸运儿、每位清空上限为49999元的力度而言，今年的活动进行了全面升级，名额翻了10倍，总共10000个名额，头奖上也放出大招，直接拿出1分钟花完100万的最豪奖品。
“一石激起千层浪”，在淘宝公布规则之后，网友们瞬间就以“数不清几个0”的奢侈品装满了各自的购物车，邀请大家一起品一品这些清奇大胆的脑洞。
无论是50根金条、苹果全套，还是足金摆件、租赁飞机等，各路网友无一不是“出手毒辣”，以期在中头奖后把百万奖励花到极致，即使他们挑选的商品早已远超限定标准。
在众多网友的积极参与下，“百万攻略”一时间铺天盖地，而淘宝派出一辆“购物车”就取得红包大战胜利的说法似乎也毫不夸张。
一辆“购物车”到底能装下多少商品？在还没有开奖之前，网友们就已经跃跃欲试，纷纷打开手机淘宝体会一夜暴富带来的惊喜。皓哥认为，这样的体验门槛无疑是极低的，在暂时隐藏价格因素下，每个人都能沉浸在买买买的购物狂欢中，并获得真切的幸福感，因此在前期就能酝酿出足够高的热度，并在揭晓答案的时刻迎来爆发。目前，微博话题“送你100万1分钟花光”的阅读量已经高达4亿，讨论量为68.1万，制霸微博热搜榜第一名超过一天了，可以说，淘宝仅凭这辆“购物车”，就以碾压之势击溃了红包大战的一众参赛者。
二、1分钟，能否花光100万？
2月1日晚上，第一条“锦鲤”在万众期待中浮出了水面，并在今天参与了1分钟花光100万的挑战。
据了解，此次的获奖者是来自广东惠州的刘女士，结果公布之后，网友们一致表示很“酸”、很羡慕。
为了迎接此次挑战，淘宝总部严阵以待，提前准备好挑战期间所需的各项物资，打造了一场激动人心的“买买买”图文直播，以满屏的仪式感、紧张感，让全民见证清空购物车的“疯狂时刻”。
1分钟花光100万，对于绝大部分人来说一生难有一次，因而淘宝也极为重视这场挑战，专门设置了1分钟挑战室，并为挑战者准备了挑战座位以及随时提供现场服务的淘宝小二。
正如古时人们要在占卜算卦前沐浴焚香一样，挑战者也要在准备阶段洗手以显庄重，并在阅读规则后进行宣言与签字。而为了保证挑战过程的万无一失，工作人员还提前检查手机信号以及用户的登录情况。
面对1分钟花光100万的“速度与激情”，刘女士的紧张情绪也感染了网友们，短短的1分钟让整个活动达到了高潮。
在挑战开始前，刘女士关闭了手机里所有软件的消息推送，并将心仪的商品加入购物车，屏息凝神迎接关键一刻。挑战一开始，场内便陷入了一片寂静，“万能的淘宝”官微也表示，整个屋子安静得只听见花钱的声音。选中、下单、支付、返回再到继续选中，刘女士在屏幕来回切换间传递的紧张感也让在场的所有人焦灼不安。
此次挑战，刘女士于1分钟内花了579134.2元，战绩斐然，成功给一家老小购置了手表、手镯、Macbook Pro、iPhone Xs Max、单反等一大堆礼物，却唯独落了为老公挑选的价值八万的渔具。
而在商品清单公布之后，也再次激发了网友们的热议，羡慕者有之，赞赏者有之，为之遗憾者同样不少。总之，有获奖先例在前，人们的参与积极度明显有了大幅提升。
三、几何式传播的双重原力
自2014年红包功能面世以来，互联网红包大战便轰轰烈烈持续了五年，而在长期的发展之中，简单的微创新已经很难再玩出更多的新鲜感，因此，对于各大平台而言，如何提升传播力、影响力成了更高维度的难题，而淘宝“清空购物车”活动无疑给大家上了一课。
其一，“粉末化”时代需要更吸睛的玩法。当消费者注意力被看似多元实则同质化的红包玩法稀释、分流之后，打造更具冲突性、话题性的新规则无疑成为了营销的关键所在。
作为有效的拉新、引流手段，红包一直都是电商平台乃至社交产品钟爱的营销媒介，然而无论是集卡、红包雨、摇一摇等同质化的玩法，还是低至几毛、几分的数额，都让人再难提起兴趣。淘宝清空购物车的活动则是针对以上痛点，在奖励力度及玩法上打出了差异性。
一方面，比起发放100万份1元红包的“阳光普照”式玩法，100万的头奖显得更为刺激，在“迷恋小概率事件”的心理驱使下，人们对于获奖的“侥幸心理”也使得活动充满吸引力；另一方面，中奖者需要在短短的1分钟之内花完巨大数额的奖励，玩法独特，且时间与金额之间的冲突感也让整个挑战更具观赏性，进而保证用户的持续关注。
其二，深刻洞察人性的基础上充分给予满足。1分钟能否花完100万？100万能买多少商品？一连串的疑问成功勾起网友们的强烈好奇心，以“未知的期待”营造神秘感，最终通过公布商品清单让网友们看到“挥霍百万”的真实状态，刺激更多玩家参与。
上文提到，在前期预热中，淘宝通过一辆“购物车”作为话题引起了人们的热议，在极低参与门槛下以好奇心为支点极其容易产生社交裂变，轻松撬动大量讨论与传播。而后期，其又公开了刘女士的购物清单，强化了人们的参与度，并满足人们酝酿已久的期待以及“云购物”的幸福感。
皓哥认为，这样一场有始有终的设计能让用户获得更优、更全面的娱乐体验，每一个节点都把握地恰到好处，在全网中充分调动了更多网友参与活动的积极性。总体而言，这样一场品牌效果双丰收的春节营销，堪称是深谙人性的策划范本。
四、 结语
美国心理学界有一个实验结论：给予用户相应的控制感和参与感，赋予消费者改变的权利，会在一定程度上增加他们的满意度。
而淘宝清空购物车活动无疑造足了声势，在全民共同的参与和见证下，这场狂欢盛宴也为春节增添了更多喜乐之情。接下来的几场挑战，最豪奖品将花落谁家？更多的“刘女士”是否会如期赴约？又能否在1分钟内成功花光100万？越发让人期待。
值得一提的是，淘宝清空购物车活动将持续到2月4日，除夕当天更是高达6场，百万挑战你敢来吗？
作者：钱皓，平梦菲返回搜狐，查看更多
声明：该文观点仅代表作者本人，搜狐号系信息发布平台，搜狐仅提供信息存储空间服务。
阅读 (30万)
不感兴趣 投诉
本文相关推荐
Qian Wei
985 articles
16.33 million total reading
View TA's article >
107
share to
Send you 1 million 1 minute of flowers! I was swiped by Taobao today!
2019-02-03 11:03
the Internet
/
Taobao
/
Mobile phone
Remember the sweet troubles in the movie "The Richest Man in Xihong City"? Shen Duo’s Wang Duoyu ushered in a chance to get rich overnight in the lowest valley of his life. However, if he wants to inherit the 30 billion property left by Erye, he must spend a reasonable amount of 1 billion yuan a month.
Is it difficult to spend 10 billion yuan a month? In the high-end hotel, please invite the gods to eat, invite the singers to open small concerts at home, and even buy stocks that “green light”... The 10 billion yuan is in the squandering of Wang Duoyu “to make money with money”.
In fact, the Taobao mentioned by my brother yesterday also moved this kind of trouble into the reality, so that netizens without the second master also have the opportunity to experience the pain of spending money. However, compared to the one-month challenge of spending 1 billion yuan, 1 minute spent 1 million seems to be more exciting.
First, the same world, the same million dreams
When the taste of the year was not completely diffused, the popularity of the Internet Red Packet Wars had already risen to its peak. Under the generous investment of the giants, everyone was carrying a koi dream that was won by a million prizes.
Among them, the Spring Festival Taobao "empty shopping cart" game is more sincere than in previous years, not only to expand the number of places, but also to increase the most outstanding prizes to 1 million, triggered a netizen on the topic of "how to spend a million in a minute" hot Negotiation.
The specific gameplay is from February 1st to 4th, Taobao will open one empty shopping cart every day, and increase to 6 games on New Year's Eve. Compared with last year's 1,000 lucky winners, each of which cleared the upper limit of 49,999 yuan, this year's activities have been comprehensively upgraded, the number of places has increased 10 times, a total of 10,000 places, the jackpot also released a big move, directly take One minute to spend the most prize of 1 million.
"A stone provokes a thousand waves". After Taobao announced the rules, netizens instantly filled their shopping carts with the luxury of "a few countless 0s", inviting everyone to have a singular brain. hole.
Whether it is 50 gold bars, a full set of apples, or a gold ornaments, rental planes, etc., all the netizens are not "spoofed", in order to spend millions of rewards in the middle prize, even if they have long been selected Over-qualified standard.
With the active participation of many netizens, the "Millions of Raiders" was overwhelming, and it seems no exaggeration that Taobao sent a "shopping cart" to win the red envelope war.
How many items can a "shopping cart" hold? Before the lottery, the netizens have already been eager to try, and they have opened the mobile phone Taobao to experience the surprise brought by the rich overnight. My brother believes that such an experience threshold is undoubtedly extremely low. Under the temporary hidden price factor, everyone can be immersed in the shopping spree and buy a real happiness, so they can brew enough in the early stage. High heat, and ushered in the moment when the answer was revealed. At present, the number of readings on the Weibo topic "Send you 1 million 1 minute of spending" has reached 400 million, the amount of discussion is 681,000, and the first place in the Weibo microblogging list is more than one day. It can be said that Taobao only relies on this. The "shopping cart" has crushed the crowds of the Red Enclave in a crushing trend.
Second, 1 minute, can you spend 1 million?
On the evening of February 1, the first "Koi" emerged from the water in the expectation of the public, and today participated in the challenge of spending 1 million in 1 minute.
It is understood that the winner of this time is Ms. Liu from Huizhou, Guangdong. After the results were announced, netizens unanimously expressed that they were “sour” and envious.
In order to meet this challenge, Taobao headquarters is ready to wait, prepare the materials needed during the challenge in advance, and create an exciting “buy, buy and buy” graphic live broadcast, with full screen ritual and tension, let the whole people Witness the "crazy moment" of emptying the shopping cart.
1 minute spent 1 million, for most people, it is difficult to have a lifetime, so Taobao also attaches great importance to this challenge, set up a 1 minute challenge room, and prepared challenge seats for the challenger and ready to provide on-site service. Taobao Xiao Er.
Just as people used to bathe incense before the divination in ancient times, the challenger also had to wash his hands in the preparation stage to be solemn and solemn, and to declare and sign after reading the rules. In order to ensure that the challenge process is foolproof, the staff also checks the mobile phone signal and the user's login status in advance.
In the face of the "speed and passion" of 1 million spent 1 minute, Ms. Liu’s nervousness also infected netizens. In just one minute, the whole event reached its climax.
Before the challenge began, Ms. Liu closed the news push of all the software in the mobile phone, and added the favorite products to the shopping cart, and held her breath to meet the key moment. At the beginning of the challenge, the scene was in a silence. The "universal Taobao" official micro also said that the whole house was quiet and only heard the sound of spending money. After selecting, placing, paying, returning and continuing to select, the tension that Ms. Liu passed between the screens and the back and forth also made everyone in the room anxious.
In this challenge, Ms. Liu spent 57,9134.2 yuan in 1 minute, and her record was very good. She successfully bought a lot of gifts such as watches, bracelets, Macbook Pro, iPhone Xs Max and SLR for a small family, but she only fell to her husband. Pick a fishing gear worth 80,000.
After the publication of the list of commodities, it has once again stimulated the hot discussion of netizens. The admirers have it, the appreciators have it, and there are also many regrets. In short, there are precedents for winning awards, and the participation enthusiasm of people has obviously increased significantly.
Third, the dual force of geometric propagation
Since the launch of the red envelope function in 2014, the Internet Red Packet War has continued for five years, and in the long-term development, simple micro-innovation has been difficult to play more fresh, so for all platforms How to improve communication and influence has become a higher-dimensional problem, and Taobao’s “empty shopping cart” activity undoubtedly gave everyone a lesson.
First, the "powdering" era requires more eye-catching gameplay. When consumers' attention is diversified and diversified by seemingly diverse and homogeneous red envelopes, creating new rules that are more conflicting and topical has undoubtedly become the key to marketing.
As an effective means of pulling new and draining, red envelopes have always been a favorite marketing medium for e-commerce platforms and even social products. However, whether it is card collection, red envelope rain, and shaking, the quality of the game is as low as a few hairs. The amount of it makes it harder to raise interest. The activity of Taobao emptying the shopping cart is aimed at the above pain points, and it has made a difference in rewarding strength and gameplay.
On the one hand, compared with the “sunshine” style of playing 1 million copies of the 1 yuan red envelope, the 1 million jackpot is more exciting. Under the psychological drive of “fascination with small probability events”, people’s “fun luck” for awards. It also makes the event attractive; on the other hand, the winner needs to spend a huge amount of reward in just 1 minute, the gameplay is unique, and the conflict between time and amount makes the whole challenge more enjoyable. In turn, the user's continued attention is guaranteed.
Second, a deep insight into human nature is fully satisfied. Can I spend 1 million in 1 minute? How many items can I buy for 1 million? A series of questions successfully evoked the strong curiosity of netizens, and created a mystery with “unknown expectations”. Finally, through the publication of the list of goods, netizens saw the true state of “spending millions” and stimulated more players to participate.
As mentioned above, in the pre-heating period, Taobao has caused people's hot discussion through a "shopping cart" as a topic. It is extremely easy to generate social fission with curiosity as the fulcrum under the very low participation threshold, and easily incite a lot of discussion. And spread. In the later period, it also revealed Ms. Liu’s shopping list, which strengthened people’s participation and satisfied people’s long-awaited expectations and the happiness of “cloud shopping”.
Yan Ge believes that such an end-to-end design can give users a better and more comprehensive entertainment experience. Every node is just right, and the enthusiasm of more netizens to participate in the activity is fully mobilized in the whole network. Overall, such a brand effect of the double harvest of the Spring Festival marketing, can be described as a model of profound human nature.
Fourth, the conclusion
There is an experimental conclusion in the American psychology community: giving users the sense of control and participation, giving consumers the right to change will increase their satisfaction to some extent.
Taobao's empty shopping cart activities undoubtedly created a momentum. With the participation and witness of the whole people, this carnival feast also added more joy to the Spring Festival. In the next few challenges, who will be the most prizes? Will more "Ms. Liu" go to appointment as scheduled? Can you successfully spend 1 million in 1 minute? More and more people look forward to it.
It is worth mentioning that Taobao empty shopping cart activities will continue until February 4, and New Year's Eve is up to 6 games. Do you dare to come to the million challenge?
Author: Qian Hao Ping dream of the Philippines returned Sohu, More
Disclaimer: This article only represents the author himself, Sohu is the information publishing platform, and Sohu only provides information storage space services.
Reading (300,000)
Not interested in complaints
Related recommendations in this article
How to open a flower shop in Taobao shop
Ant flower
钱皓
985文章 1633万总阅读
查看TA的文章>
107
- 分享到
送你1百万1分钟花光！今天被淘宝刷屏了！
2019-02-03 11:03 互联网 /淘宝 /手机
还记得电影《西虹市首富》中的甜蜜烦恼吗？沈腾扮演的王多鱼在人生最低谷迎来了一夜暴富的机会，但想要继承二爷留下的300亿财产，就必须1个月合理花光10个亿。
1个月花光10个亿很难吗？高级酒店的包场，请股神吃饭，邀请歌手在家开小型演唱会，甚至专买“冒绿光”的股票……10个亿反倒在王多鱼的挥霍中“以钱生钱”。
其实皓哥昨天提到的淘宝也将这样的烦恼搬进了现实，让没有二爷的网友同样有机会体验钱花不完的痛苦。不过，比起1个月花光10个亿的挑战，1分钟花光100万似乎更刺激。
一、同一个世界，同一个百万梦想
当年味还未彻底弥漫开时，互联网红包大战的热度就早已升至峰值，在巨头们的大手笔投钱之下，每个人都怀揣着一个被百万大奖砸中的锦鲤梦。
其中，这次春节淘宝“清空购物车”的玩法比往年更具诚意，不仅将名额扩容，更是把最豪奖品提高至100万，引发了网友对“一分钟如何挥霍百万”的话题热议。
具体玩法是2月1日至4日期间，淘宝每天都将开启1场清空购物车的活动，除夕当天增至6场。相比去年抽取1000名幸运儿、每位清空上限为49999元的力度而言，今年的活动进行了全面升级，名额翻了10倍，总共10000个名额，头奖上也放出大招，直接拿出1分钟花完100万的最豪奖品。
“一石激起千层浪”，在淘宝公布规则之后，网友们瞬间就以“数不清几个0”的奢侈品装满了各自的购物车，邀请大家一起品一品这些清奇大胆的脑洞。
无论是50根金条、苹果全套，还是足金摆件、租赁飞机等，各路网友无一不是“出手毒辣”，以期在中头奖后把百万奖励花到极致，即使他们挑选的商品早已远超限定标准。
在众多网友的积极参与下，“百万攻略”一时间铺天盖地，而淘宝派出一辆“购物车”就取得红包大战胜利的说法似乎也毫不夸张。
一辆“购物车”到底能装下多少商品？在还没有开奖之前，网友们就已经跃跃欲试，纷纷打开手机淘宝体会一夜暴富带来的惊喜。皓哥认为，这样的体验门槛无疑是极低的，在暂时隐藏价格因素下，每个人都能沉浸在买买买的购物狂欢中，并获得真切的幸福感，因此在前期就能酝酿出足够高的热度，并在揭晓答案的时刻迎来爆发。目前，微博话题“送你100万1分钟花光”的阅读量已经高达4亿，讨论量为68.1万，制霸微博热搜榜第一名超过一天了，可以说，淘宝仅凭这辆“购物车”，就以碾压之势击溃了红包大战的一众参赛者。
二、1分钟，能否花光100万？
2月1日晚上，第一条“锦鲤”在万众期待中浮出了水面，并在今天参与了1分钟花光100万的挑战。
据了解，此次的获奖者是来自广东惠州的刘女士，结果公布之后，网友们一致表示很“酸”、很羡慕。
为了迎接此次挑战，淘宝总部严阵以待，提前准备好挑战期间所需的各项物资，打造了一场激动人心的“买买买”图文直播，以满屏的仪式感、紧张感，让全民见证清空购物车的“疯狂时刻”。
1分钟花光100万，对于绝大部分人来说一生难有一次，因而淘宝也极为重视这场挑战，专门设置了1分钟挑战室，并为挑战者准备了挑战座位以及随时提供现场服务的淘宝小二。
正如古时人们要在占卜算卦前沐浴焚香一样，挑战者也要在准备阶段洗手以显庄重，并在阅读规则后进行宣言与签字。而为了保证挑战过程的万无一失，工作人员还提前检查手机信号以及用户的登录情况。
面对1分钟花光100万的“速度与激情”，刘女士的紧张情绪也感染了网友们，短短的1分钟让整个活动达到了高潮。
在挑战开始前，刘女士关闭了手机里所有软件的消息推送，并将心仪的商品加入购物车，屏息凝神迎接关键一刻。挑战一开始，场内便陷入了一片寂静，“万能的淘宝”官微也表示，整个屋子安静得只听见花钱的声音。选中、下单、支付、返回再到继续选中，刘女士在屏幕来回切换间传递的紧张感也让在场的所有人焦灼不安。
此次挑战，刘女士于1分钟内花了579134.2元，战绩斐然，成功给一家老小购置了手表、手镯、Macbook Pro、iPhone Xs Max、单反等一大堆礼物，却唯独落了为老公挑选的价值八万的渔具。
而在商品清单公布之后，也再次激发了网友们的热议，羡慕者有之，赞赏者有之，为之遗憾者同样不少。总之，有获奖先例在前，人们的参与积极度明显有了大幅提升。
三、几何式传播的双重原力
自2014年红包功能面世以来，互联网红包大战便轰轰烈烈持续了五年，而在长期的发展之中，简单的微创新已经很难再玩出更多的新鲜感，因此，对于各大平台而言，如何提升传播力、影响力成了更高维度的难题，而淘宝“清空购物车”活动无疑给大家上了一课。
其一，“粉末化”时代需要更吸睛的玩法。当消费者注意力被看似多元实则同质化的红包玩法稀释、分流之后，打造更具冲突性、话题性的新规则无疑成为了营销的关键所在。
作为有效的拉新、引流手段，红包一直都是电商平台乃至社交产品钟爱的营销媒介，然而无论是集卡、红包雨、摇一摇等同质化的玩法，还是低至几毛、几分的数额，都让人再难提起兴趣。淘宝清空购物车的活动则是针对以上痛点，在奖励力度及玩法上打出了差异性。
一方面，比起发放100万份1元红包的“阳光普照”式玩法，100万的头奖显得更为刺激，在“迷恋小概率事件”的心理驱使下，人们对于获奖的“侥幸心理”也使得活动充满吸引力；另一方面，中奖者需要在短短的1分钟之内花完巨大数额的奖励，玩法独特，且时间与金额之间的冲突感也让整个挑战更具观赏性，进而保证用户的持续关注。
其二，深刻洞察人性的基础上充分给予满足。1分钟能否花完100万？100万能买多少商品？一连串的疑问成功勾起网友们的强烈好奇心，以“未知的期待”营造神秘感，最终通过公布商品清单让网友们看到“挥霍百万”的真实状态，刺激更多玩家参与。
上文提到，在前期预热中，淘宝通过一辆“购物车”作为话题引起了人们的热议，在极低参与门槛下以好奇心为支点极其容易产生社交裂变，轻松撬动大量讨论与传播。而后期，其又公开了刘女士的购物清单，强化了人们的参与度，并满足人们酝酿已久的期待以及“云购物”的幸福感。
皓哥认为，这样一场有始有终的设计能让用户获得更优、更全面的娱乐体验，每一个节点都把握地恰到好处，在全网中充分调动了更多网友参与活动的积极性。总体而言，这样一场品牌效果双丰收的春节营销，堪称是深谙人性的策划范本。
四、 结语
美国心理学界有一个实验结论：给予用户相应的控制感和参与感，赋予消费者改变的权利，会在一定程度上增加他们的满意度。
而淘宝清空购物车活动无疑造足了声势，在全民共同的参与和见证下，这场狂欢盛宴也为春节增添了更多喜乐之情。接下来的几场挑战，最豪奖品将花落谁家？更多的“刘女士”是否会如期赴约？又能否在1分钟内成功花光100万？越发让人期待。
值得一提的是，淘宝清空购物车活动将持续到2月4日，除夕当天更是高达6场，百万挑战你敢来吗？
作者：钱皓，平梦菲返回搜狐，查看更多
声明：该文观点仅代表作者本人，搜狐号系信息发布平台，搜狐仅提供信息存储空间服务。
阅读 (30万)
不感兴趣 投诉
本文相关推荐
Qian Wei
985 articles
16.33 million total reading
View TA's article >
107
share to
Send you 1 million 1 minute of flowers! I was swiped by Taobao today!
2019-02-03 11:03
the Internet
/
Taobao
/
Mobile phone
Remember the sweet troubles in the movie "The Richest Man in Xihong City"? Shen Duo’s Wang Duoyu ushered in a chance to get rich overnight in the lowest valley of his life. However, if he wants to inherit the 30 billion property left by Erye, he must spend a reasonable amount of 1 billion yuan a month.
Is it difficult to spend 10 billion yuan a month? In the high-end hotel, please invite the gods to eat, invite the singers to open small concerts at home, and even buy stocks that “green light”... The 10 billion yuan is in the squandering of Wang Duoyu “to make money with money”.
In fact, the Taobao mentioned by my brother yesterday also moved this kind of trouble into the reality, so that netizens without the second master also have the opportunity to experience the pain of spending money. However, compared to the one-month challenge of spending 1 billion yuan, 1 minute spent 1 million seems to be more exciting.
First, the same world, the same million dreams
When the taste of the year was not completely diffused, the popularity of the Internet Red Packet Wars had already risen to its peak. Under the generous investment of the giants, everyone was carrying a koi dream that was won by a million prizes.
Among them, the Spring Festival Taobao "empty shopping cart" game is more sincere than in previous years, not only to expand the number of places, but also to increase the most outstanding prizes to 1 million, triggered a netizen on the topic of "how to spend a million in a minute" hot Negotiation.
The specific gameplay is from February 1st to 4th, Taobao will open one empty shopping cart every day, and increase to 6 games on New Year's Eve. Compared with last year's 1,000 lucky winners, each of which cleared the upper limit of 49,999 yuan, this year's activities have been comprehensively upgraded, the number of places has increased 10 times, a total of 10,000 places, the jackpot also released a big move, directly take One minute to spend the most prize of 1 million.
"A stone provokes a thousand waves". After Taobao announced the rules, netizens instantly filled their shopping carts with the luxury of "a few countless 0s", inviting everyone to have a singular brain. hole.
Whether it is 50 gold bars, a full set of apples, or a gold ornaments, rental planes, etc., all the netizens are not "spoofed", in order to spend millions of rewards in the middle prize, even if they have long been selected Over-qualified standard.
With the active participation of many netizens, the "Millions of Raiders" was overwhelming, and it seems no exaggeration that Taobao sent a "shopping cart" to win the red envelope war.
How many items can a "shopping cart" hold? Before the lottery, the netizens have already been eager to try, and they have opened the mobile phone Taobao to experience the surprise brought by the rich overnight. My brother believes that such an experience threshold is undoubtedly extremely low. Under the temporary hidden price factor, everyone can be immersed in the shopping spree and buy a real happiness, so they can brew enough in the early stage. High heat, and ushered in the moment when the answer was revealed. At present, the number of readings on the Weibo topic "Send you 1 million 1 minute of spending" has reached 400 million, the amount of discussion is 681,000, and the first place in the Weibo microblogging list is more than one day. It can be said that Taobao only relies on this. The "shopping cart" has crushed the crowds of the Red Enclave in a crushing trend.
Second, 1 minute, can you spend 1 million?
On the evening of February 1, the first "Koi" emerged from the water in the expectation of the public, and today participated in the challenge of spending 1 million in 1 minute.
It is understood that the winner of this time is Ms. Liu from Huizhou, Guangdong. After the results were announced, netizens unanimously expressed that they were “sour” and envious.
In order to meet this challenge, Taobao headquarters is ready to wait, prepare the materials needed during the challenge in advance, and create an exciting “buy, buy and buy” graphic live broadcast, with full screen ritual and tension, let the whole people Witness the "crazy moment" of emptying the shopping cart.
1 minute spent 1 million, for most people, it is difficult to have a lifetime, so Taobao also attaches great importance to this challenge, set up a 1 minute challenge room, and prepared challenge seats for the challenger and ready to provide on-site service. Taobao Xiao Er.
Just as people used to bathe incense before the divination in ancient times, the challenger also had to wash his hands in the preparation stage to be solemn and solemn, and to declare and sign after reading the rules. In order to ensure that the challenge process is foolproof, the staff also checks the mobile phone signal and the user's login status in advance.
In the face of the "speed and passion" of 1 million spent 1 minute, Ms. Liu’s nervousness also infected netizens. In just one minute, the whole event reached its climax.
Before the challenge began, Ms. Liu closed the news push of all the software in the mobile phone, and added the favorite products to the shopping cart, and held her breath to meet the key moment. At the beginning of the challenge, the scene was in a silence. The "universal Taobao" official micro also said that the whole house was quiet and only heard the sound of spending money. After selecting, placing, paying, returning and continuing to select, the tension that Ms. Liu passed between the screens and the back and forth also made everyone in the room anxious.
In this challenge, Ms. Liu spent 57,9134.2 yuan in 1 minute, and her record was very good. She successfully bought a lot of gifts such as watches, bracelets, Macbook Pro, iPhone Xs Max and SLR for a small family, but she only fell to her husband. Pick a fishing gear worth 80,000.
After the publication of the list of commodities, it has once again stimulated the hot discussion of netizens. The admirers have it, the appreciators have it, and there are also many regrets. In short, there are precedents for winning awards, and the participation enthusiasm of people has obviously increased significantly.
Third, the dual force of geometric propagation
Since the launch of the red envelope function in 2014, the Internet Red Packet War has continued for five years, and in the long-term development, simple micro-innovation has been difficult to play more fresh, so for all platforms How to improve communication and influence has become a higher-dimensional problem, and Taobao’s “empty shopping cart” activity undoubtedly gave everyone a lesson.
First, the "powdering" era requires more eye-catching gameplay. When consumers' attention is diversified and diversified by seemingly diverse and homogeneous red envelopes, creating new rules that are more conflicting and topical has undoubtedly become the key to marketing.
As an effective means of pulling new and draining, red envelopes have always been a favorite marketing medium for e-commerce platforms and even social products. However, whether it is card collection, red envelope rain, and shaking, the quality of the game is as low as a few hairs. The amount of it makes it harder to raise interest. The activity of Taobao emptying the shopping cart is aimed at the above pain points, and it has made a difference in rewarding strength and gameplay.
On the one hand, compared with the “sunshine” style of playing 1 million copies of the 1 yuan red envelope, the 1 million jackpot is more exciting. Under the psychological drive of “fascination with small probability events”, people’s “fun luck” for awards. It also makes the event attractive; on the other hand, the winner needs to spend a huge amount of reward in just 1 minute, the gameplay is unique, and the conflict between time and amount makes the whole challenge more enjoyable. In turn, the user's continued attention is guaranteed.
Second, a deep insight into human nature is fully satisfied. Can I spend 1 million in 1 minute? How many items can I buy for 1 million? A series of questions successfully evoked the strong curiosity of netizens, and created a mystery with “unknown expectations”. Finally, through the publication of the list of goods, netizens saw the true state of “spending millions” and stimulated more players to participate.
As mentioned above, in the pre-heating period, Taobao has caused people's hot discussion through a "shopping cart" as a topic. It is extremely easy to generate social fission with curiosity as the fulcrum under the very low participation threshold, and easily incite a lot of discussion. And spread. In the later period, it also revealed Ms. Liu’s shopping list, which strengthened people’s participation and satisfied people’s long-awaited expectations and the happiness of “cloud shopping”.
Yan Ge believes that such an end-to-end design can give users a better and more comprehensive entertainment experience. Every node is just right, and the enthusiasm of more netizens to participate in the activity is fully mobilized in the whole network. Overall, such a brand effect of the double harvest of the Spring Festival marketing, can be described as a model of profound human nature.
Fourth, the conclusion
There is an experimental conclusion in the American psychology community: giving users the sense of control and participation, giving consumers the right to change will increase their satisfaction to some extent.
Taobao's empty shopping cart activities undoubtedly created a momentum. With the participation and witness of the whole people, this carnival feast also added more joy to the Spring Festival. In the next few challenges, who will be the most prizes? Will more "Ms. Liu" go to appointment as scheduled? Can you successfully spend 1 million in 1 minute? More and more people look forward to it.
It is worth mentioning that Taobao empty shopping cart activities will continue until February 4, and New Year's Eve is up to 6 games. Do you dare to come to the million challenge?
Author: Qian Hao Ping dream of the Philippines returned Sohu, More
Disclaimer: This article only represents the author himself, Sohu is the information publishing platform, and Sohu only provides information storage space services.
Reading (300,000)
Not interested in complaints
Related recommendations in this article
How to open a flower shop in Taobao shop
Ant flower
