Sending big wave of consumer coupons, interest free platform loans, and obtaining consumer red packets or coupons through games... This year's "Double 11" came especially early. Behind the dazzling array of consumer marketing activities, Internet giants including Ali, JD, Tiktok, etc. launched a "consumer finance war".
At present, in order to promote consumption, major platforms have chosen to increase the amount and reduce interest rates. For example, on Alibaba's side, for 88VIP members, during the "Double 11" period, its platforms Taobao and Tmall can use Huabei for installment and interest free products across the entire network. At the same time, Ant Flower has launched the "Trapping Circle Win Up to 4999 Yuan Red Envelope Activity" and the "Double 11" comeback activity. During the game process, users have the opportunity to obtain red envelopes/vouchers through the ring, including helping to return red envelopes, credit purchase red envelopes, Huabei red envelopes, and Huabei installment reduction red envelopes. According to the page prompts, from October 20th to November 11th, as long as you participate in the trap game, the top 1 million people will receive red envelopes; Jiebei has issued a 30 day interest free coupon of 1000 yuan, which is available for borrowing more than 10 yuan and is valid until November 11th. In addition to the red envelope, there is also a rate reduction. The platform has also launched a limited time price reduction activity, with the annual interest rate reduced from 12.775% to the latest 5.475%. The coupon is calculated on a daily basis and can be repaid at any time.
Ants is not the only company that launched the amount raising and interest free activities of the game, and there are many marketing patterns of Tiktok. It is reported that during the "Double 11" period, consumers can use the monthly payment of Tiktok to purchase and participate in the temporary withdrawal. In Tiktok Mall, from 300 yuan, they can enjoy up to 24 interest free periods, as well as the theme day pen reduction and other activities. In addition, Tiktok also launched the game activity of "finding the goose to get the quota", which can be raised up to 50000 yuan at the customs level. Tiktok monthly payment users at the event entrance can participate in the game during the event time, and can get the exclusive quota reward of Tiktok monthly payment "Double 11" if they successfully pass the test. In addition, during the "Double 11" period, users can participate in the Golden Egg Smashing activity with a monthly payment of over 200 yuan, and can receive a maximum of 49999 yuan for the "Annual Monthly Payment" prize. Tiktok Jiexin Lending has issued 30 day interest free coupons of varying amounts to new users.
JD.com also launched the "Double 11" white bar venue. There are also interactive game segments, including "touching the goose's head to raise the limit", "pinching the goose's paws to boost fortune", and "collecting goose eggs to increase the limit". The platform claims to have 100 million opportunities for raising the limit with white stripes, as well as 100 million red envelopes that can be "scraped" points; In addition, in conjunction with the main venue of the "Double 11" event, JD Finance has also issued 30 day gold bar interest free coupons and multiple types of JD Pay discount coupons. Some popular products can also enjoy interest free coupons up to 24 periods on white bars.
Wang Pengbo, Chief Analyst of Botong Consulting, pointed out that nowadays, the marketing gameplay of products on various platforms is similar, and under the premise of homogenization of gameplay, it remains to be seen how enthusiastic existing users are in participating in activities, how many users can be truly retained in the future, and how high the conversion rate of activities is.
Wu Zewei, a researcher at Xingtu Financial Research Institute, stated in an interview with reporters that in the current era of fierce competition in consumer finance and obvious stock game, top platforms should not only focus on "consumer finance", but also pay attention to guarding the bottom line of risk control, guiding consumers to consume rationally and borrow rationally.