4D解析小程序（4）：共享内核是“礼品经济”

谈到“流池”时，最容易想到的是什么？

没错，用户是分层的。

公共域流量，流量池的结构是上面显示的“鸡尾酒”类型。用户分层且稳定。忠诚用户，旧用户和新用户各自具有稳定的比例。要制作这种鸡尾酒，您需要调整用户分配比例。这是关于“精细运营”。私有域流量，流量池的结构是“沙漏”类型。用户是动态和移动的。在小程序中，20％的保留率是一个障碍。而正常的应用程序，保留率为40％，50％。可以看出，微信中的专用域流量保留很低。

私人域名流量无法制作鸡尾酒，因为“底部是漏洞”，那么您想如何使用私人流量？

本文重点介绍私有域流量的游戏性。

“沙漏”模式

APP强调转换率，强调分子小于分母的部分。转换率始终小于1.如果您执行0.9，则可以将其密封。

在小程序中，重点在于共享，强调分层，分子大于分母的裂变K值。如果K值大于1，则传递通过，并且第100次幂为1.1=13780，但是第100次幂为0.9=0.000027

共享带来了流量的复合并解决了保留问题。共享是建立整个私有域流量池模型的基础。

分享是本文的重点，那么您认为我想谈谈用户共享的18种驱动力吗？你认为我说裂变的出发点是“人民币”和“社会货币”吗？

不，我们站得更高，玩得更大。

礼物经济

私有域流量的共享实际上是在做“礼品经济”。

礼品经济指的是提供商品或服务的人没有明确的预期反馈，并且没有预期的反馈。非标准习惯有很多共享行为。同时，给予和接受的礼物已被转换为未指明的义务，在礼品赠送者和接受者之间形成隐藏的关系。礼品经济也被认为是债务经济，其中交易者的目标是尽可能获得最多的礼品债务人，而不是在商品经济中获取最大利润。

——百度百科全书

从礼品经济的三个特点，我们可以获得小程序的灵感。

特点一：礼物经济中“互惠”是媒介，但不是目的

互惠是一种语言。

小明与作者分享了“原价999，团购价9 9”的群组链接。战斗成功后，小明和龚公各拯救了900元。对不起，小明的潜意识是我希望在不久的将来，笔者会帮他省900元吗？

不，小明没想到作者给他的回报。

互惠是礼品经济中的一种媒介和语言。就像，见面并问，“你还没有吃过。”事实上，对方吃了，根本就不在乎。

对小程序开发人员的启示：为了使“互惠”成为一种交流方式，不要过于认真地对待互惠，否则它会在马前转动。 小程序的各种播放方法“拼写，抓取，播放，发送和比较”都是沟通的媒介。

启示二：交换礼物目的是增加礼物的往来

“An important difference between a gift and a commodity transaction is that the gift forms an emotional bond between the two parties, and the commodity transaction does not bring any necessary links. I enter a hardware store and pay the store clerk to buy a saw blade. Then leave, I may never meet this clerk again. The sense of alienation is the basic principle of the commodity trading model. We don't want to be disturbed, so if the clerk has never wanted me to talk about the family, I will change a store because I just want to buy a gold bar."

—— Extracted from《分享经济的爆发》

Unlike merchandise sales, gift giving is to establish a close relationship between the two parties. When gifts circulate in groups, they form a series of intertwined networks of relationships, and there is a decentralized cohesion.

The gift economy is the maintenance of the relationship, and the relationship between the two parties is strengthened by giving gifts. If the relationship between the two parties is destroyed, it cannot be called a gift.

For example: What kind of gift will destroy the relationship of friends? Punch, advertising, self-interest sharing such as: What kind of gift will destroy the relationship of friends? Endless set call

Implications for 小程序 developers: When 小程序 is a kind of fission play, the user has been numb and even disgusted, this play method is designed 软件

It has already jumped out of the gift economy, and it does not play a positive role in the relationship of users.

启示三：礼物具有“外部性”

The commodity value and consumption value of the gift are largely irrelevant, and the value of the gift is achieved by “sending”. The value of a gift is not in the gift itself, a gift that is not sent out, and has no value. Gifts have such strong externalities.

Go back to the internet.

小程序 needs to have "externality". Users share value through sharing; users don't share and don't realize value. Only then can sharing be a must.

xx A lot of fight: before the user shares, I feel that this is a store selling low-priced goods. After the user shared it, Wow was cheap and felt that he had earned RMB. Blackbird: Before sharing, I feel that this is an image processing tool. After the users share, Wow is fun and everyone plays together, feeling that they have earned social coins.

The enlightenment of 小程序 developers: Users share the “talent” to perceive the core value of 小程序. The word “cause” is very important.

总结一下啦公域流量，流量池的结构是上图这种“鸡尾酒”型。私域流量，流量池的结构是“沙漏”型。私域流量的分享其实在做的是“礼物经济”。从礼物经济的特点中，我们可以获得针对于小程序的3大启示。

相关阅读

4D parsing 小程序(1): 小程序 PK APP=No solution?

4D parsing 小程序 (2): How to ensure that the "boat" can be seen on the sea?

4D parsing 小程序(3): "Gift economy" triggered by traffic upgrade

#专栏作家#

Jiang Taigonggong, 微信 public number: grandpa_jiang, everyone is a product manager columnist. The product is old and hooligan, lifelong learner. Committed to research product methodology to solve the intractable diseases of white PM.

This article was originally published on everyone's product manager. Reproduction is prohibited without permission

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