I woke up this morning and opened WeChat, and many groups were swiping the same news: [JD 12.12] The bounty road has been opened, friends, please help me In addition, several classmates also came to me yesterday to help me with JD.com's red envelopes, which made me interested in JD.com's Double 12 event this year, so I plan to experience and analyze it, mainly from the perspective of the AARRR model. 1. AARRR model First of all, let’s introduce the AARRR model.
The AARRR model is the abbreviation of business email list Acquisition, Activation, Retention, Revenue, and Refer , which corresponds to each stage of the product life cycle.
No matter what stage it is, it revolves around the users in the middle and provides users with valuable products and services. Acquisition (acquisition): For a product, the first thing is to acquire users, that is, to pull new ones. If there are no users, the birth of the product is meaningless. Activation: After the product is used by users, it is necessary to consider how to make users active, that is, to promote activation.
It is difficult for a product with low DAU & MAU to survive. Just like some communities, everyone was very active when they joined the group at first, but as time passed, no one spoke, and occasionally they posted advertisements. The community is a dead group, and it is difficult to carry out the next operation. Retention: After a product acquires a user, it not only needs to consider the user’s activity, but also the retention problem. For a product, the cost of acquiring a new user is much higher than maintaining an old user. Therefore, It is necessary to do a good job in the retention of users and improve the stickiness of users to the product.