What is the truth behind the popularity of the "dream-chasing doll" APP?

Solve the user's pain points and restore the real use scenario.

Users don't know any models and algorithms, only know scenarios, requirements and motivations. How to restore to the user scenario is often a bottleneck that product managers need to break through. -Zhang Xiaolong

The beauty of Dream of Hide-and-Seek lies in the true restoration of the user's hide-and-seek scene. Before this game, users grabbed dolls through doll machines in shopping malls and game halls, which exposed many pain points:

1. Not all shopping centers have doll machines.

2. Some old doll machines still need coin operation. Nowadays, most young people go out without cash, let alone coins.

Game halls are more attractive to boys, and few girls go to the game halls to catch dolls.

Some male players will also be interested in doll machines, but they are embarrassed to play in public because of their face.

The cost of doll machine is very high. In order to return to profit, the winning rate of this doll machine will generally be adjusted very low, so most players often spend a lot of money to catch only a few or even one, which also loses some players in disguise.

6. Users only think of playing with doll machines when they go out shopping, mostly on weekends. They rarely go to shopping malls or even deliberately catch dolls.

Let's take a look at what pain points "Dreamcatcher" has solved:

1. There are as many doll machines as there are rooms. Usually, the staff will be responsible for maintaining these game machines. It is estimated that there are about 100 doll machines available to users, so there is no inorganic play.

2. Users can get 60 doll coins for the first time. If they play 65,438+00 coins, they can play 6 times for free. If they recharge 10 yuan, they can get 100 coins. They can recharge through WeChat and Alipay on average, which is very convenient.

Girls like to be accompanied when shopping. They can be girlfriends or boyfriends. Sometimes, if they can't find anyone to accompany them, they simply don't go out. Now, if they don't leave home, they can catch dolls on their mobile phones, play on the bed, nest on the sofa, in rainy afternoons or foggy nights, and so on. With this application, these restrictions have disappeared.

4. Most girls have no resistance to furry and cute dolls, so they will have the impulse to see colorful dolls on the interface, and there are any kind of dolls on this APP, which can satisfy almost all the ideas of girls.

5. Male users no longer need to worry about face problems, so the number of potential male users will increase greatly, and this challenging game will also make male users feel a sense of accomplishment. Some boys may play this game for the following purposes: ① At the invitation of a female friend, I hope he can help me catch the doll and give it to her. 2 the realization of self-worth, through this game to gain recognition from others, get a sense of accomplishment. (3) Some boys have girlish hearts and like dolls. I usually buy some dolls myself, and catching dolls is also a collection channel and so on.

6. Dreamcatcher is still in the early stage of development, and it is a stage of burning money. It is estimated that a large number of venture capitalists will come in in the future, and the profit model is still in the exploration stage. However, if there is no accident, it should also be advertising and user recharge, so it is not necessary to set too much difficulty in catching dolls, which will lose a large number of players. For them, the cost of a single doll is obviously insignificant in front of the number of users.

By solving these pain points of users and truly restoring the scene, the growth of users is reasonable.

Sunk cost ignored by users

Sunk cost means that people can easily continue to invest because of their previous investment in something, and even if they continue to invest, they may lose more.

When you first played this game, 60 doll coins were given away by the application for free. Of course, you won't play for nothing. When you spend them all, but don't catch any, you will think, "I already have feelings. Give me another chance, maybe my luck will explode." So you charge 65,438+00 yuan into it, when 65,438+00 yuan is spent and you haven't caught it yet. 20 yuan hasn't caught the money yet. "Try again and I'm sure I can catch it." Finally, I found that a * * * cost tens of dollars, and I could buy a super-large doll ... You regretted it, but it was useless. This silence effect is particularly obvious at the beginning. However, this influence will gradually decay with the decay of time until it finally disappears.

Many users will fall into the misunderstanding of sunk cost when playing this game. For example, in order to reward employees, the company gave each employee a concert ticket, which was located in the middle of the front row and was worth 800 yuan. You like listening to concerts very much, but it's a pity that the weather is bad. On the day of the concert, a snowstorm suddenly came, causing serious snow on the road. All public transportation was suspended and the concert went on as usual. If you want to go, you can only walk to the concert hall for half an hour in the cold wind. Will you go to the concert? Give your answer.

Let's look at another question. This is also a concert that you are very interested in. This is also a rare snowstorm that caused traffic paralysis. If this ticket was not issued by the company, but you grabbed it on barley net, would you walk for half an hour to the concert in the snowstorm?

In the face of the sudden snowstorm, in the first case, many people are reluctant to go out because they think their losses are not great. But in the second case, people are very reluctant to go to the concert, preferring to brave the cold because they managed to grab the tickets and bought them with money. This is a misunderstanding of sunk cost. When people decide whether to do something, they will not only see whether it is beneficial to them, but also whether they have invested in it in the past. These irrecoverable expenses: money, time and energy are all called sunk costs.

A completely rational decision-maker should not consider sunk cost when making cost-benefit analysis, because the past is irreversible, and since it is irreversible, it is impossible to have an impact on the present, so he should let go and ignore it when making decisions.

Three conditions for detonating epidemic situation

Generally, three conditions must be met to detonate the epidemic: first, adhesion factor; The second is the law of personality; The third is the law of environmental rights. Adhesion factor means that physical information itself has bright spots that cause * * *, and it is contagious. Personality rule means that some opinion leaders participate in the dissemination of such information. The law of environmental power means that information will become popular if it meets the needs of the society at that time.

Why did Dream Doll suddenly catch fire? First of all, this APP itself has great highlights. Users can really experience the feeling of catching a doll machine in the mall through this APP, which is easy to arouse the interest of players. Secondly, through the form of invitation code, users can expose their invitation code on social software. After inviting friends to register successfully, they can get 60 doll coins, so a large number of players will expose screenshots of their invitation codes in Sina Weibo, Zhihu and QQ space, which is equivalent to promoting themselves in disguise. In addition, APP officials will also spend money to invite many big V-hair related Weibo for publicity, such as APP Emperor and Green Hat Society. In addition, there have been various Weibo topics recently, such as # Daily Photo Award for drying dolls every day #, # Catch the doll machine god #, # Daily drying dolls # and so on, which have aroused widespread concern and discussion among users. On June 365438+1October 3 1 day, limited edition Halloween ted and "trick or treat" were launched, which successfully detonated popularity.

We analyze the "dream of catching a doll" according to three conditions-the attachment factor is to catch a doll in the cloud, and you can catch a doll without leaving home and opening the APP; The personality rule is the forwarding of big V plus the spontaneous publicity of users; The law of environmental protection power is a series of promotional activities, limited-time specials and Halloween revelry just launched by APP. These factors attracted the attention of users and detonated popularity.

Ma Yun has a famous saying: "In the era of robbing money, there is no time to travel with people whose thoughts are still in primitive society and there are too many excuses. As long as people with wrong ideas go straight to the next one. People who can't see business opportunities also go directly to the end. " Traditional industries may not understand why the Internet can change this. The internet can't understand why traditional industries think that change means earth-shaking changes. What we have to do now is to improve while doing it, and look for opportunities while improving. Even the dream of catching a doll still has many problems, such as unsmooth operation, system judgment error and so on. Growth is the result of continuous iteration. Don't be too entangled, just do what you want. With the essential change from 0 to 1, from 1 to n will naturally increase wildly with the environment and time. Finally, I hope that Hide and Seek can constantly improve itself and make greater progress.