When it comes to Pinduoduoduo, I always love and hate it.
Love what? Love it stuff is cheap, hate what? Marketing that hates it is always annoying – the main manifestation is the "slashing knife" that makes people smell discolored.
Just this past weekend, Pinduoduo's slash was sniped.
The whole network is paying attention to this topic - on Thursday, a game blogger led 60,000 viewers for 2 hours, but could not cut down a mobile phone.
On Saturday, this topic rushed to the first place in Weibo's hot search, and then, the whole network was waiting for a response from Pinduoduo, and also rushed to the hot search list.
On Saturday afternoon, Pinduoduo's response finally came, Pinduoduo claimed that the news was untrue, and then the game blogger shrugged it off.
What is the truth of the truth? What are the routines of Pinduoduo? Why did Pinduoduo have this crisis of trust? Why did Pinduoduo lose so thoroughly this time?
Today, I will use 4,000 words to pull off Pinduoduo's bottoms.
Family, the moment to witness the miracle, came.
01
60,000 people can't cut down a mobile phone, what is going on?
On March 17, a game anchor named "Super Xiaojie" participated in Pinduoduo's bargaining free mobile phone activity. At that time, there were 60,000 viewers in the live broadcast room, and the anchor shared the bargaining link to many groups to let people participate in the help, and as a result, more than two hours passed, and it was cut to the last six decimal places, and the result still failed.
After the matter was fermented, On Saturday, Pinduoduo responded:
"Not cut successfully" is not true, the activity information shows that the blogger on March 17 at 12:52 to bargain for a vivo mobile phone worth 2099 yuan, March 17 at 16:40 has been successfully bargained, the platform has sent a special coupon to his account according to the rules of the activity to receive the goods. "Tens of thousands of people participating in bargaining" is untrue. During the live broadcast, the blogger has publicly stated that he is sending an invitation to his QQ group friends to help cut, and not tens of thousands of viewers actually participated in the bargain.
The anchor said that he failed to bargain, and Pinduoduo said that he succeeded; many people said that 60,000 people participated, and Pinduoduo said that "tens of thousands of people participated" was untrue.
So who the hell is lying?
So, I found a live broadcast replay of the game anchor anchor on the Internet on March 17, did not know, a look frightened, the video has been played more than 740,000 times...
02
The whole video has two and a half hours, and I watched the whole video, trying to restore the whole process of Pinduoduo being sniped by the game anchor anchor.
At the beginning of the video, the anchor told some of the impact of the epidemic on people's lives, and as the small talk deepened, he talked about Ding Sanshi's pig farm, and later, the topic shifted to Ding Sanshi's riotous operation in the early days of NetEase Cloud Music.
The anchor said to himself during the live broadcast that about 8 or 9 years ago, in the internal testing stage of NetEase Cloud Music, he was already a user of NetEase Cloud Music. At that time, Ding Sanshi also opened a NetEase Cloud Music account, when his own account showed that the number of people who were followed was 9999, and others clicked on a follow, which became 10,000.
Some fans said that it has now become 99999, and the anchor checked it during the live broadcast, and it is indeed 99999, "still playing this set".
In line with the attitude of seeking truth from facts and seeking truth from facts, I also went to NetEase Cloud Music to check Ding Sanshi's account, which showed 99999:
Many people see such a number as 99 or 999, and they can't help but click on it, a little obsessive-compulsive. In addition, it makes you feel like you are a whole number follower of Ding Sanshi, and there is an inexplicable sense of pride.
This operation is really the originator of drainage.
The anchor said that this trick was clearly played by Pinduoduo, and the one that played was called a powerful one.
03
Okay, the positives begin.
The anchor said that he had cut many times before, and he had not succeeded, and said that everyone in the live broadcast room helped me cut it, and I couldn't cut it down. So, many fans said to give it a try.
As a result, the anchor began to cut goods for free, and there are many kinds of products on the bargaining page, all marked with the words "take home for free". In the words of the anchor, is this the choice of Tsinghua, or the choice of Peking University?
Some viewers said to choose a car, and the anchor couldn't help but say, you see clearly, this is a toy car.
Finally, a blue phone was chosen.
The anchor used the 10,000 yuan free single card, and then got the gold coin, began to double the gold coin, this time only 0.05% difference, at this time the anchor won the title of the bargaining king, got 500 gold coins, successfully doubled, this time only 0.02% difference, and then got the gold coin, and doubled. The draw began, and after several times the gold coins were doubled, and finally 0.00.
At this time, the host has begun to feel that he can get it for free, and as a result, the game has just begun.
At this time, it was just the link that needed to be shared to help friends, so the anchor asked fans to help through the live screen, so many viewers helped cut. This was done twice, and by the third time, the scanning aid was ineffective.
……
From this time on, the anchor was completely trapped, played for more than an hour, and finally the two-dimensional code was forbidden to share, the password could not go in, and the progress bar of the bargain did not move.
So the anchor called to find Pinduoduo customer service, played a five-minute call, and finally the manual customer answered the phone, according to the anchor summary, Pinduoduo customer service said three points, first, not everyone can cut successfully, is random; second, malicious brush bargaining, is invalid; third, re-enter the refresh two-dimensional code, try to share.
After saying these three points, the anchor did not hang up the phone, at this time the call was interrupted, I don't know if it was customer service hanging up, or what was going on.
Subsequently, the anchor continued to cut, and also invited a new user of Pinduoduo to cut, which was still useless. By the end, the anchor has been very helpless, and is indifferent to the next huge amount of gold coins, just like being heartbroken...
04
After watching the whole process, we can actually answer the above questions.
The first question is, did the bargain succeed or fail? Judging from the live broadcast, of course, it was a failure.
The second question is, are there tens of thousands of people involved? The answer, it seems, is known only to Pinduoduo himself.
After Pinduoduo responded, the anchor also responded:
To summarize briefly:
1. The live broadcast audience participated in the bargaining, but the specific number of people involved only Pinduoduo itself knows, because the user interface of the anchor can only see the last 30 people, but can not see the full list.
2, in the live broadcast, bargaining did not succeed. At about 2:40 p.m. on March 17, the anchor went down, and at 4:40 p.m., the anchor inexplicably received a no-threshold shopping coupon from Pinduoduo, which could be used to purchase the goods that the anchor cut ordered.
The point is, after the anchor went live at 2:40 p.m., until 11 p.m., the anchor did not open the Pinduoduo APP during this time, nor did he perform any operations. So, what is going on with this no-threshold shopping voucher?
3, the anchor this time cut to the decimal point after 5 places can not be cut.
Pinduoduo said that the bargaining was successful, but what was the result? The anchor said that I didn't move anything, and suddenly I received a shopping coupon without a threshold, and I could only buy bargains.
Are you saying it's weird?
Is it true that if you reissue a coupon, you will be successful?
Immediately after, the anchor also said that there will be an animation effect when the bargain is successful, and the anchor's animation effect was received around the afternoon of March 19 (the bargaining time is March 17).
Such a magical thing, no wonder some people say that this is an animation made by Pinduoduo for the anchor to work overtime on weekends.
05
In this public opinion, Pinduoduo can be said to have completely lost.
Regardless of whether the product mechanism is low to explode, no matter what the truth is, Pinduoduo's brand has once again been seriously tested, and Pinduoduo's trust crisis has reached a new peak.
Uncle Lang told me that some events with very small probabilities, many (consciously intelligent) people think that it is impossible to happen, but in fact, there is a so-called "large number theorem" on probability, that is, the more times it occurs, the greater the possibility of occurrence, when there are enough situations, special circumstances eventually occur, including the secondary debt crisis, many top mathematical geniuses feel that "can not happen" things, are happening like this. Mathematics and probability are too good, too confident in their own intelligence, but it is easy to create crises, and many black swans in history have happened like that.
After the public relations crisis of Pinduoduo appeared, Uncle Lang said that perhaps this incident is such a small probability event.
What is a low probability event? First, influential people come to bargain; second, thousands or even tens of thousands of people participate in bargaining; third, according to the mechanism of Pinduoduo, bargaining fails. Satisfying the above three points at the same time is a small probability event this time.
We can't prevent small-probability events, but after the black swan occurs, we must need a strong response and intervention.
Why did I say that Pinduoduo lost completely several times?
First, the intervention was too late.
Even, the whole network and other Pinduoduo response, this kind of entry has rushed to the hot search, this kind of public opinion management speed, can be called snail speed.
In the past, the "golden 24 hours" of public relations crisis handling have been compressed to 1 hour at present.
Second, Pinduoduo's response is full of loopholes and disdain, treating tens of thousands of viewers and hundreds of millions of netizens as fools.
If you really have no problem, then you explain how many people are involved in the bargaining and why the bargaining did not succeed, rather than making a coupon in an emergency to deny that the bargaining failed.
Filling loopholes is not such a remedy.
Third, Pinduoduo did not dispel the anger of the public, but made people more disgusted.
Every PR crisis is an opportunity for brands to get closer to users. Crisis PR is likely to have a positive effect if it is done well. Of course, given pinduoduo's current reputation, it is unlikely to produce a positive gain effect, but at least do not increase resistance.
Finally, it was even discovered that Pinduoduo was suspected of using a water army.
While saying that the child is in kindergarten, he also says that the child has a daughter-in-law. Of course, it may be two children, but the span is really a bit large.
06
All crises do not erupt overnight, they must be the accumulation of some small crises.
In fact, the brand crisis of Pinduoduo is not caused by public relations, nor can public relations save, in the final analysis, it must fall on the product, on the design and marketing logic of the product.
This time, the anchor cut to the end and could not move, what does it mean? It is to invite people to cut, but their own interface does not show that the cut is successful.
This kind of thing or feeling that is always a knife is probably experienced or felt by many people.
Prior to this, Pinduoduo had been on a hot search because of the "six-figure" incident, and there had been a public opinion. In March last year, Shanghai lawyer Liu Yuhang participated in Pinduoduo's "bargaining free take" activity and received a "super free single card", but after inviting multiple people to bargain, it was always "0.9%".
Liu Yuhang submitted the prosecution materials to the court on the grounds that Pinduoduo was suspected of violating the principle of good faith when providing network services, and the use of false data concealment rules had constituted fraud.
In the trial of the case, in response to Liu Yuhang's prosecution and the resulting questions, Pinduoduo said that because the page shows a limited percentage of digits, they omit the percentage with more than 6 digits after a decimal point, omitting it as 0.9%, and the 0.9% displayed on the bargaining page is not 0.9%, but 0.9996427.
Why not show the full percentage on the page?
Pinduoduo said that it was omitted because the display screen was limited, and this number was inexhaustible.
"At this moment I feel like my first 30 years of math have been learned in vain, and my life needs to redefine 0.9%." Liu Yuhang sighed.
Pinduoduo's repeated "clever tongues" have consumed too much confidence and patience among netizens.
07
According to the "Late Post" report, Pinduoduo's "slash a knife" project was rated as the lowest "1" in the internal performance score in the first half of 2021.
This means that Pinduoduo believes that relying on "slashing a knife" to pull new is not so effective.
Since a slash is no longer so effective, this kind of big bomb that can have a negative impact at any time, why not make design improvements, or even give up?
Pinduoduo slashes a knife like an infectious disease has spread to many APPS, many products and software are copying promotion and learning, using this promotion mechanism to do the so-called viral promotion and fission marketing.
For example, you go to buy a ticket, friends help to accelerate, fast speed of light VIP speed to grab tickets; for example, you go to order a takeaway, cut a knife to reduce two yuan, cut 10 knives to get coupons; for example, you go to book a hotel, share 5 friends to save 10 yuan...
These routines are invincible, and our lives are filled with this kind of garbage advertisement everywhere, interfering with people's normal life and work.
Pinduoduo's slashing knife has made me very embarrassed many times. I've turned down a lot of friends I don't know well and launched a slash-and-slash help link, but that kind of nice friend always makes me feel bad.
Not because it was a hassle to cut a knife, but after cutting this knife, it didn't take long for me to cut another knife.
A single interruption does not make people disgusting, and being frequently disturbed will make people angry.
But is there a way? No.
But, is it reasonable? irrationality.
To adapt it in the words of lawyer Liu Yuhang, if this is not a fraud, then my life may need to redefine "fraud".
Click "Watching" to take you to the story of 60,000 people cutting their mobile phones!