I don't know when it began, "slashing a knife" has become a popular way to play, and it has also become a touchstone for friendship.
Pinduoduo bargaining, group sending friends to help, how can not cut the last knife.
Grab train tickets, buy acceleration packs at different price points, and invite friends to help speed up.
The latest addition to "If it's a brother, come and cut me" is the long video platform Youku.
Spend money can not see, with the help of friends is the real VIP
"Invite your friends to help, don't wait to watch episode 23."
Saying that it is "no need to wait", when watching the hit drama "My Name is Zhao Jiadi", Youku VIP also needs to invite 5 friends to each episode to unlock the latest 23 and 24 episodes on the basis of members' preemptive viewing, which is time-consuming and laborious.
Seeing the words "friend help", it is easy to think of Pinduoduo's "slash a knife".
After the test of AiFan'er, the specific conditions for this "slashing knife" are:
1. The initiator is a Youku VIP, and can only initiate a booster activity in the Youku app;
2. The helper clicks the help link, jumps and logs in to the Youku app, but does not require a member;
3. The helper can watch the 10-second video to help, and then be guided to "chase the drama";
4. During the event, the same helper can only help once, the initiator can not help himself, two episodes mean that 10 friends are needed;
This activity is too expensive for friends, the friendship boat is turned over, and some users gather in the Youku comment area to pull groups to help each other and come to a wave of strangers to socialize.
Even the lucky ones who helped succeed can only watch with the Youku app during the event, and cannot forward, share, download or cache. Some users also found that operations such as screen recording or taking screenshots could not be carried out.
Youku's official customer service response to the media said that the "Invite Friends to Help" activity is limited to episodes 23 and 24, and other episodes have not yet launched corresponding activities.
This "Invite Friends to Help" event will run from 10:00 on April 16 to 20:00 on April 20. If you do not participate in the event, THE VIP can still watch episodes 23 and 24 at 20:00 on April 20.
Suddenly, the spit on Youku was everywhere, mainly because it stepped on two thunderbolts at a time.
On the one hand, because THE VIP paid exclusive advanced on-demand, VIP can not hide from the patch advertising and other "lessons from the past", we have long been deeply disgusted with the "VIP matching meal", even if the consumption is downgraded, the membership rights and interests are also downgraded.
On the other hand, the "invite friends to help" model is also subconsciously offensive.
Because it is easy to remind us of the fear of being dominated by Pinduoduo's "slashing a knife".
This time it is clear that 5 friends unlocked an episode, but it is difficult to guarantee that there will be no scenes that raise blood pressure:
"Keep up the good work, you'll be able to see it right away!" Progress has reached 99.9%!"
Why is this kind of "friendly end" play play "carried forward" by Pinduoduo, why is it so that people retreat?
Slash a knife, always a knife
"Dear, Pinduoduo, help slash a knife?"
Whether Pinduoduo can bargain successfully or not is the same level of problem as Schrödinger's cat.
When you open the "Bargain Free" page, the system's automatic bargaining is often "dragon slaying knife", followed by a long process of inviting friends, from family, dead parties to likes. The further you get to the back, the slower you progress, the more anxious you are, and the more you get up. If it is not completed within 24 hours, the bamboo basket is empty.
There is no shortage of success stories on social media. Someone successfully cut a Bluetooth headset, cabinet, rice cooker, walker; someone found 50 friends inside and out, and finally cut off the air fryer.
In the "Black Cat Complaint" search for "Pinduoduo Bargaining", there are nearly 12,000 results, including many complaints that "bargaining has not been successful", for many reasons, such as "false publicity, unclear rules", "found a lot of help, showed the success of the bargaining, and then prompted the bargaining abnormal" "after the successful bargaining and then automatically appeared additional amounts".
▲ Image from: Black Cat Complaint
In August 2019, Zhihu user @orange found that it takes half an hour to cut from 1000 yuan to 100 yuan, about 1 hour to 100 yuan, 30 yuan to 20 yuan for about 2 hours, and then it is a few cents and a few cents to gua sha, so it is closed in time.
From 1,000 yuan to more than 20 yuan, @Orange has attracted about 200 people, of which at least 50 are new users.
In essence, "slashing a knife" is a marketing method aimed at pulling new ones, allowing users to become walking billboards.
Friends who are invited to "slash a knife" regardless of whether they cut or not, at least know Pinduoduo, in which the part of downloading and registering Pinduoduo has become a new user of Pinduoduo, and it is possible to open the next invitation, a transmission of ten hundred viral spreads, thus opening a social fission.
The 21st Century Business Herald reporter interview found that some users successfully cut 100 yuan in cash, and the "trick" is to pull new:
Similar activities, if you can invite new users to download to participate in a slash, it is generally a big knife. The more new you pull, the higher the probability of getting $100. Almost 20 people participate, you can get 100 yuan.
With 100 yuan, you can pull 20 new users, which is more cost-effective for Pinduoduo.
The problem is that this logic is gradually becoming obsolete, and the traffic brought by "slashing a knife" has peaked.
In January, "LatePost" reported that Pinduoduo's "slash a knife" project was rated as the lowest "1" in the "271" performance score in the first half of 2021. In other words, "slashing a knife" is not so effective for pulling new ones.
When the traffic reaches the ceiling, the value of "slashing a knife" also changes, and the trust crisis it has accumulated for a long time has caused a cause and effect on the user's reputation.
In March 2021, lawyer Liu Yuhang sued Pinduoduo because the bargaining price was always 0.9%. Pinduoduo told the court that the number of digits displayed on the page was limited, and the 0.9% displayed on the bargaining page was not 0.9%, but 0.9996427%.
Life also has an end, and the decimal point has no end, and how far away it is to reach 100% may be a metaphysics.
On March 17 this year, the anchor "Super Xiaojie" launched the Pinduoduo "Bargain Free Take" campaign in the live broadcast watched by 60,000 people, cutting a 2,099 yuan mobile phone from 12:52 and forwarding the bargaining link to multiple QQ groups. After nearly 2 hours of live broadcasting, the bargain was unsuccessful.
Pinduoduo responded afterwards, "At 16:40 on the same day, the bargaining was successful, and the blogger was sending an invitation to his QQ group friends to help cut, not tens of thousands of viewers actually participating in the bargaining"; "Super Xiaojie" admitted that the bargaining was successful, but it was not clear how the bargaining was successful after the end of the live broadcast.
Therefore, it can be roughly concluded that hundreds or thousands of people have cut a mobile phone of more than 2,000 yuan in about 4 hours. Whether there is a black box operation is unknown, and the trust in Pinduoduo is even worse.
Pinduoduo played the "slash a knife" mode very well, and also played it infamously, even with Youku's disguised "slash a knife" was also disliked:
"Without the life of Pinduoduo, I have the disease of Pinduoduo."
Social fission to play, but don't go astray
"Slashing a knife" is essentially a social fission game.
"My name is Zhao Jiadi" is a popular drama, Youku makes a fuss about it, with the help of social connections, to achieve VIP growth, itself is beyond reproach. The previous advanced on-demand was also based on popular dramas as the subject of experiments.
However, the Youku version of "slash a knife" was ridiculed by the group, in addition to the "slash a knife" model itself is unsatisfactory, but also because Youku chose the worst side of "slash a knife".
▲ Experience of helping to cut friends.
Friends who are invited to help, whether they have watched this drama before or not, must watch 10 seconds of video before helping, not only can not get any wool, but also waste time, some "strong buy strong sell" meaning.
The sustainability of this model is also not so high.
Most of the common social fission is a two-way reward system, and the credibility of Pinduoduo's "slash a knife" is criticized, but it is well versed in human nature and targets thousands of commodities, everyone has a cut, you cut me and I cut him, and it is difficult for each other to be brothers and sisters.
And Youku's disguised "slash a knife" this time, everyone sees the same content, if Youku can not often create word-of-mouth hot dramas, continue to improve the quality of the content library, after being occupied time is still willing to transform into VIP motivation is not so enough.
Compared with e-commerce platforms, it is more difficult for content platforms to find a more suitable social fission method.
WeChat Reading's "team up to draw unlimited cards" activity is also a social fission method, after all, it is backed by WeChat and comes with social genes.
The event sets up different levels of "100% winning", the captain gets an additional chance to draw a lottery, the members of the team in each period can not be exactly the same as in the previous period, the more new users in the team, the higher the probability of winning the jackpot. This is a regular weekly raffle that is drawn every Saturday at 12 noon.
Lottery + group is not only conducive to developing user habits and retaining old users, but also conducive to attracting new users. In such a mutual aid group, you and I are only strangers, often without saying a word and just getting on the bus.
In addition to advertising content, the purchase of paper books, e-books, and paid unlimited cards are the main revenue channels for WeChat reading. But there are also often cases where you can read freely by relying on a free unlimited card and no longer need to pay, after all, everyone loves white prostitution. From this point of view, for WeChat reading, the loss of users is more frightening to them.
Domestic long-term video platforms such as Youku are facing the dual dilemma of long-term losses and loss of user volume, and it is more difficult to find a way out.
In addition to membership services, advertising, the two main monetization methods and the hotly discussed advanced on-demand, domestic long video platforms have also tried a variety of payment models such as games, live rewards, live e-commerce and content distribution, but they have not improved.
The high cost of producing high-quality content, diminishing advertising revenue and profit anxiety, and the unprotected rights and interests of VIPs, these active or passive negative factors are entangled with each other, making "content is king" an empty slogan and an unreachable vision.
While thinking about social fission, Youku has more things to worry about. Youku, which simply asks you to "slash a knife", can only arouse more negative emotions and give the cancellation of VIP one more reason.