The new function "ANT FOREST Carbon Account" developed by Alipay, a subsidiary of Ant Financial, is tantamount to a very successful business model of "internet plus Green Finance". The function of this product is that Alipay bets on a big project in the future, and explains that "carbon account" is defined by Ant Financial as one of Alipay's three major accounts (capital account, credit account and carbon account), which is used to measure the carbon emission reduction of people's daily activities.
Carbon account is a virtual account based on your daily low-carbon consumption. Using Alipay to buy movie tickets, go to supermarkets and take public transportation-reducing the use of paper for shopping receipts can protect forests, and taking public transportation can reduce automobile exhaust emissions, etc.-all these are low-carbon behaviors, which will increase the stored value of your carbon account.
before using it, you will adopt a tree species. These low-carbon consumption every day will generate energy one by one the next day, which will give the tree species energy over time. When the small tree grows, Alipay partners will plant a tree in real life.
Through the investigation of the actual data of ANT FOREST:
1. Produce green energy
Internally generated: walking, * * * enjoying bicycles, public transportation (subway/bus), payment (physical things (such as take-away, clothes, etc.) or virtual things (such as funds and insurance, etc.).
external generation: "stealing" the green energy that Alipay friends failed to collect in time.
consume green energy
effective consumption: cash green energy into offline tree planting. You can choose tree species and planting areas, and each tree has a unique number.
ineffective consumption: green energy disappears or is "stolen" because it is not collected in time.
in general, it can be summarized as follows: users receive virtual tree species → users consume low carbon → they receive energy the next day →……→ the tree in the virtual world grows → a tree is planted in reality …… In short, this process is to encourage users to use Alipay for consumption, and it is also a reflection of the whole points system.
the points system is a product design to keep users active, which plays a vital role in user operation, just like everyone's restaurant consumption will give you a certain number of points for your membership card, and if the number reaches a certain level, you can get free gifts to keep users from spending next time.
2. Product core usage scenarios and paths
With regard to the product usage paths that reach the function closed loop, ANT FOREST has also made it extremely simple:
First of all, it automates the generation of green energy, and based on various reminders or Alipay homepage entries, you can collect and consume green energy by clicking on the main page. (Collecting here refers to collecting the green energy of yourself and others. )
The core usage path of the whole product is extremely short, so short that users rarely lose, so simple that users rarely get lost. You can reach the core functions directly, quickly and effectively.
Tell me another real scene about the product:
On a bright winter morning in Guangzhou, Mr. Luo was a little unhappy: he insisted on walking 1, steps yesterday. He should have 14 grams of energy in ANT FOREST, but 35 grams were stolen because he got up half an hour late. For Mr. Luo, the first thing to do when he wakes up early is to open the ANT FOREST in Alipay to harvest the energy generated the day before yesterday and steal the energy from his friends. If the harvest is considerable, we can light up the whole day, accumulate energy, and get ANT FOREST to plant a real tree in the desert, and get the "Certificate of Responsibility for National Voluntary Tree Planting", which is full of honor.
But in fact, there are many users in ANT FOREST, and the above is just one typical user. This product launched by Ant Financial in 216 has accumulated 23 million users and planted more than 1.25 million trees in just over a year.
3. Product user stickiness
ANT FOREST has a mechanism to increase user stickiness. When users walk and pay every day, they will generate energy in batches after 7: the next day. The energy is not automatically obtained, and users must manually collect it. Moreover, users' Alipay friends can steal energy every day. Of course, you can steal it or "send it", but you can "send" a user three times a day at most, each time with 1g energy value, which means you can send a friend 3g energy at most. There is no limit to stealing.
It is precisely because of the time control that the energy ball will be counted down before it can be collected, and it will not be collected until 24 hours. From the psychological point of view, the energy ball has produced an anchor point in the user's mind since its appearance, which effectively occupies the position in the user's mind, so that the user can always think of and care about it; At the same time, the generation time and the collection time of energy effectively create a wake-up scene, so that users will be awakened at a specific time every day.
of course, an interactive product will bring a lot of self-communication. Therefore, in the process of planting trees, when users feel that there are too few friends and they can only steal a little energy every day, they will naturally find more friends to join in order to steal energy or ask others to help water it, so that users in polar regions can spread it in a diffused way at the cost.
ANT FOREST has built a good product framework through the above product routines.
as we all know, operating under the ideal product framework is a very happy thing and a relatively simple thing. Because, the relatively ideal product framework can basically be self-circulating, and some even can produce good self-circulating effect without too much operational intervention.
1. Development of productization
ANT FOREST started as a public welfare activity, and later it has achieved good results and has become a mature product in operation; Ant manor: another small game to mobilize users to be active and retain is quietly launched. This makes people think of productization, that is, a product function is on-line for a long time, and there are a set of rigorous and perfect mechanisms for monitoring activity effect data, participating in user management and automatically issuing prizes in the background. Both ANT FOREST and Ant Manor are "routines" used by Alipay to increase users' stickiness, but it has indeed made great contributions to public welfare. It also shows from the side that as long as the power of users is gathered together, the change will be enormous.
2. Emotional involvement
Since ancient times, we have had concentric locks and love trees. Too many lovers make pilgrimages to such and such a holy land of love not far from Wan Li. They are cautious and sincere, with good wishes, plant love trees and lock concentric locks.
A family and a group of friends also have the offline habit of * * * praying together and * * * planting trees together.
When these offline behaviors migrate to the online, we still feel used to it, and we will still be as enthusiastic as offline. Even because of the lowering of the threshold, we may become more enthusiastic.
ANT FOREST's love tree, affection tree and friendship tree are all operated based on the above logic, and it is only natural that they can achieve good results.
Giving emotion will make the user not leave easily. When people put their feelings into it, he will subconsciously let himself recognize this thing more, because he doesn't want others to think he is stupid. ANT FOREST * * * watered and cultivated saplings, which increased their user stickiness to achieve interaction, so as to achieve the idea of "nurturing" for a long time.
3. Add props/task play
Green energy production and green energy consumption are two mutually exclusive actions, and the two actions attack and defend each other and confront each other.
Based on this action relationship, ANT FOREST has built many games and props, such as friends stealing energy, and you can use a shield to prevent TA from stealing. For example, you can exchange points for green traffic generation accelerators, for example, you can use props to automatically recover energy with one click.
These new toys and new ways of playing make this matter, these two simple actions, as less boring as possible.
4. Add user scenes
When you see others running to the desert to plant trees and others walking through the jungle, I think you must be extremely envious.
Now ANT FOREST can allow you to plant trees in the desert, travel through the jungle online, and suck cats (this cat is amazing, all big cats like leopards and lynxes). How attractive it is. When encountering such an attractive thing, it is the best respect for it to do it quickly.
then get on your backpack and hit the road.
Go to your own unique numbered tree, feel the vicissitudes of life, feel the desert turning into an oasis, and be moved by your own public welfare.
under the guidance of such a grand motive goal, why don't you hurry and plant a tree? Yes, now.
This beautiful artistic conception is enough for you to cultivate your own Haloxylon ammodendron tree. I have always dreamed of owning a Pinus sylvestris var. mongolica, but the energy can't meet the demand for exchange for a long time, so I have set a flag in my heart. I hope that I can cultivate a towering tree one day after my long-term stop, so that I can look up and take photos with the blue sky.
for us, what we can learn from the operation routine is that there are certain skills in operation, which can come from life experience, living habits and scientific laws.
Life is enough, so we must not live in it. We should arouse people's yearning for all the good things and tell people that there is still poetry and distance, until people who live offline have enough courage and motivation to embark on a distant road.
ANT FOREST has explored a feasible and effective way for public welfare in internet plus. More importantly, let our broad masses really see the real scene of Internet public welfare changing the environment. Users can plant real trees in the real world through their own efforts and make some contributions to greening the world. The correct value orientation arouses users' positive feedback and mobility, and at the same time, users also gain a sense of accomplishment because of their contribution to environmental protection.
I have to say that ANT FOREST is a multi-party win-win product. Zuwang, the product manager of ANT FOREST, once said: Science and technology is the greatest public good of this era.