These people are Taobao users whose naughty value exceeds 1.
Ps: users with naughty value above 1 automatically become 88 svip, while users with naughty value below 1 are 88 members.
Last year's Double Eleven, Taobao gave 88 svip exclusive "extra large red envelopes", and there was no threshold for the use of these red envelopes.
Smart friends use it to buy investment gold bars. You can buy gold worth 11,532 yuan for 9,943.9 yuan. As a non-depreciating capital, you can earn more than 1, yuan by selling it directly.
It makes people want to brush their naughty value to 1.
Why are these super big red envelopes of 1,588 yuan only given to svip whose naughty value is more than 1, yuan, but not to you?
do you feel deep discrimination?
Last year, we talked about the pricing discrimination of Taobao's Double Eleven. In Double Eleven, we were discriminated by Taobao and JD.COM! ",today I will talk to you about the deeper user discrimination means of Taobao routine-naughty value.
In fact, naughty value is one of Taobao's user portrait labels, which can really help Taobao increase sales!
when it comes to user portraits, does everyone feel familiar with them? But as far as I know, many people have a lot of minefields in their understanding of user portraits. I wonder if you stepped on them?
what is a portrait of a user
There are many misunderstandings about "portrait of a user", and here are the three most common ones:
1) treating a typical user as a portrait of a user
The first one is treating a typical user as a portrait of a user, which is simply a little off-center.
in the annual white paper on wechat life, wechat officials will announce a typical user's day: getting up at 7: every day on weekdays to brush friends circle, and reading articles on the way out at 7:45
Many users read it, indicating that they have been shot: this is totally themselves!
However, there are also many people who complain: I am also a heavy user of WeChat, but why does this typical day not match me at all?
why is there such diametrically opposite feedback? Is the operation of WeChat stupid?
It turns out that these people have confused the concepts of "typical users" and "user portraits".
because these characteristics of typical users are described above, they are only abstracted and combined. In fact, typical users are fictional and do not really exist.
User portraits show users in the form of labels, and every real user has a corresponding user portrait.
2) simply understanding the user portrait as being composed of user tags
The second kind is also a misconception that more than 5% people may have, that is, simply understanding the user portrait as being composed of user tags.
User tags are used to summarize the characteristics of users, such as name, gender, occupation, income, owning cats, liking American TV shows and so on.
what do you think of these labels? On the surface, there is no problem, but in fact, the labels that make up the user's portrait should be combined with the business/product.
For an exaggerated example, Haidilao wants to make a portrait of its users. Finally, Xiaoming is listed as a college student, Gao Fushuai, an only son, a Sichuanese, and enjoys playing games, watching cartoons and other user labels.
In fact, for Haidilao, it really doesn't matter whether users are handsome or not and whether they like playing games. Seeing such an example, you may laugh. There is no such silly fishing in the sea.
But in practice, there are quite a few people who make similar mistakes, but they are not so exaggerated.
3) There is no really effective user portrait label
Some friends may think when they see this, I have not made the above two mistakes, do I understand the real user portrait?
however, it is not. If you can establish a truly effective user portrait label, it will be correctly understood and thus improve the operation effect. This involves the biggest difficulty in building user portraits.
For example, if the league members of the operating agency want to sell courses, then the core appeal of creating user portraits is to increase the number of courses purchased.
if we can understand the user's willingness to buy courses through the user portrait, and then adopt the corresponding operation strategy, the efficiency will be greatly improved.
And this willingness to buy courses is the label that we need to put in the user's portrait most.
For example, after we set up the user portrait, we calculated that A's willingness to buy courses is 4% and B's willingness to buy courses is 9%. In order to further increase the purchase volume, we will issue coupons to users (A) whose purchase intention is 4%.
If such a user portrait label is not established, we will issue the same coupons to Party A and Party B.. The second-class users didn't need to use coupons to motivate them, so it will increase a lot of costs.
this is also the big data killing realized by e-commerce using user portrait tags.
Ali's core user portrait tag: naughty value
In order to kill big data, it can be said that it is painstaking for e-commerce to establish user portrait tags.
for example, in order to judge what kind of activities users like, merchants should monitor the data such as user's promotion sensitivity, full reduction promotion sensitivity, full gift sensitivity, discount promotion sensitivity, redemption promotion sensitivity and group purchase promotion sensitivity.
really, only they can't think of it, and nothing is impossible. In fact, in the user portrait, Ali is the most thief.
on June 1th, 217, Alibaba announced that "naughty value" will be used as a unified measure of Ali's membership level, and personalized services will be provided for members with different "naughty values".
In other words, Ali wisely uses naughty value as the most important user portrait label for users, and each user has only one value. Through this value, Ali can directly stratify users and realize refined operation.
according to my observation, Ali's service is worse than a little for users with different naughty values.
first of all, we are facing the basic threshold of 4 points.
users with a naughty value greater than or equal to 4 can apply for Alibaba Card, Wanhao Reward Membership Card, CITIC Pudong Credit Card, etc. for free. These cards have many benefits and temptations.
It can be seen that this score threshold is not high. It's easy to get 4 points if you buy it from Taobao Tmall occasionally, as long as it doesn't violate the rules.
Another example is the 6-point threshold, which I met on the Double Eleven last year.
Every year, the Double Eleven Taobao has a variety of novel ways of playing, and last year's team was even crazier. Eligible users can freely form or join a team. The higher the naughty value of the team, the more red envelopes they will divide up. Team with three svip red envelopes can double.
However, on the one hand, this team activity requires users' naughty value to be above 6 points before they can participate, on the other hand, it is not necessary to sit back and relax after joining the team at 6 points.
If your naughty value is not enough for the team to unlock the new red envelope amount, you may be kicked off by the administrator in order to reduce the number of people who divide the red envelope.
finally, it's 1 points that make us envy and hate. Users with naughty values above 1 points are Ali's svip.
If you encounter problems in the shopping process, you can enjoy priority super customer service, get more red envelopes/coupons, and get Taobao Film movie vouchers, membership privileges of Flying Pig Hotel, shrimp svip and other rights for free.
In addition, svip only needs 88 yuan to buy 88VIP which can save 2, yuan a year, while ordinary members with naughty value below 1, points need to spend 888 yuan to buy the same card for eating, playing, listening, watching and buying.
in order to improve the naughty value and get the corresponding rights and interests, users can't help but follow the instructions to buy more and comment more.
Taobao only uses a naughty value, which enables users to actively buy from buy buy in order to obtain higher rights and interests, and the obtained rights and interests are actually used for more buy buy to buy and use Ali's products.
How to get qualified user portrait labels
We all want to have user labels that can inspire users and guide their consumption behavior, but such labels are not so easy to get.
not through simple user data collection, but through a lot of complicated calculation and analysis, and there is no way for the operation company to give guidance, because this is the work of technical students.
However, the dimension of establishing the user portrait label is something that the operating students need to consider. Different products have different dimensions. Let's continue to take naughty values as an example:
After reading different treatments that can be enjoyed by different naughty values, some friends may vomit, so why can a value represent users?
we need to understand what the core function of user portrait is, in order to drive and improve business and achieve operational indicators.
Ali's ultimate goal is just to let users buy more from buy buy and use more of their own products. And the promotion dimension of naughty value is also around this goal.
From basic points to shopping points to reward points, let's take a look at the promotion dimensions given by Ali officials.
first, the basic score related to the credit rating. On the one hand, the setting of the basic score encourages users to improve their account information, on the other hand, it reminds users to shop in compliance and trustworthiness.
In this way, Taobao can reduce dishonest shopping behaviors such as swiping bills and maintain the overall shopping environment.
the second is the shopping score that directly stimulates consumption, similar to the RFM user value analysis model, which evaluates the user value from three dimensions: the latest consumption (r), consumption frequency (f) and consumption amount (m), and encourages users to buy more, buy more expensive and diversify their consumption.
The third is reward points, which encourage users to evaluate more and participate in answering questions. The setting of this dimension is completely in line with Taobao's ambition to be a content e-commerce.
On the one hand, the family account is to increase the number of middle-aged and elderly users (most of these users don't know how to use Alipay or feel that online payment is not safe). On the other hand, the family account between couples has a romantic color, which can greatly stimulate couples' consumption.
because naughty value has a perfect and comprehensive promotion dimension, naughty value can not only help Ali to manage users hierarchically, but also motivate users and guide consumption behavior. It can be said that the naughty value helped Ali form an operational closed loop.
Summary
This paper takes Ali Naughty Value as a case to let people know more about the user portrait. A good user portrait can not only predict the probability of user behavior, but also motivate and guide user behavior. A brief summary is as follows:
1) User portraits are not equal to typical users, which are abstract and nonexistent, while user portraits show users in the form of labels, and every real user has his own user portrait.
2) The user portrait is composed of user tags, but the user tags related to products/businesses are put in the user portrait.
3) The user's information is analyzed and calculated, and the user portrait tag with predictive function or even inspiring function is established, so that the user portrait tag is really effective.
4) Getting qualified user portrait labels involves a lot of technical work, but establishing the dimensions of user portrait labels needs to be considered by operating students.
if you are interested, you can try it!