With the increasing prosperity of the social e-commerce market, many businesses are looking for a successful business model to stand out. Among the many modes,The chain-driven 2+1 model and the consumption value-added model have attracted widespread attention due to their unique advantages
1. Chain 2+1 mode: a powerful tool for fission growth
The chained 2+1 mode isA simple, direct, and radical fission model that is widely used because of its characteristics of quickly attracting business teams。In the chain-driven 2+1 mode, users can get the opportunity to upgrade to the boss by referring two friends to join the platform.
Once upgraded to a boss, users can enjoy higher direct referral rewards and inter-order rewards. In addition, the model also has a full dividend reward, so that every user can share the development dividend of the platform.
However, there are some problems with the chained 2+1 model:
With the passage of time, the model may be weak in the middle and late stages, and new growth points need to be found.
This model is difficult to achieve repurchase, mainly used to quickly develop the market;
The unit price of customers is low, and you need to consider carefully when choosing the threshold of the product**.
2. Consumption value-added model: an innovative concept that gives consumers investment value
The value-added consumption model is:An innovative consumption concept that transforms consumers' shopping behavior into investment in goods。Under this model, consumers not only get the value of the goods themselves when they shop on the platform, but also get the opportunity to share profits with merchants.
The platform converts a certain percentage of the merchant's profit into points and gives them to consumers. These points can be used for cash withdrawals or as a cash deduction for purchases.
The emergence of the value-added consumption model provides consumers with a new shopping experience, making shopping an investment behavior. At the same time, this model also provides a new growth point for enterprises, which helps to improve user loyalty and repurchase rate.
3. The perfect combination of chain 2+1 and consumption value-added model
Although the chain-driven 2+1 model and the value-added consumption model have their own advantages and disadvantages, they can be combined to play an amazing effect.
Here's a concrete example of how these two modes can be combined:
Suppose the platform has a product with a ** of 899 yuan, and the cost is 200 yuan. In the chain 2+1 mode, the direct push reward is 100 yuan, the intermittent order reward is 200 yuan, and the dividend reward for all employees is 200 yuan.
In the consumption value-added model, 200 yuan will be retained for each order as a dividend for all employees, and it will be given to members in the form of green points. As the number of consumer orders on the platform increases, the profit of the bonus pool will also increase, and the value of points held by users will also increase.
Here's how:
After user A purchases 899 yuan of products and becomes **, users who directly push A1 and A2 can get a direct push reward of 100 yuan + 100 yuan for purchase. When users A1 and A2 recommend users B1 and B2 again, user A can activate the order reward and get another 200 yuan. In this process, user A earned 200 yuan + 200 yuan of intermittent income. Users B1 and B2 will continue to contribute to user A.
In addition, 200 yuan per order is given to members in the form of green points as a full dividend, and the value of points will continue to increase as the sales of the platform grow. Users who hold points are equivalent to holding the equity of the platform and can share the development dividends of the platform.
By combining the chain-driven 2+1 model and the consumption value-added model, the platform can give full play to the advantages of both models. The chain 2+1 model can quickly attract users and open up the market; The value-added consumption model can improve the loyalty and repurchase rate of users.
At the same time, the drawbacks of the two modes can also be effectively avoided. The problem of weakness in the middle and late stages can be solved by continuous innovation and optimization of the business model; The problem of difficulty in achieving repurchase can be improved by improving product quality and service levels; The problem of low average order value can be improved by screening quality products and improving product quality.