Pindo is being sued and is in the news.
A lawyer, to participate in the recent “cut price free to take” activities of Poundland, and always point, but found that always 0.09% difference to succeed.
This is not a scam? Sue it!
Pindo is certainly not afraid to sue, after all, the old oil.
You go to the eye of the sky to see, only 2020, Poundland involved in the opening of the court announcement there are 7,150, 6,339 pieces of adjudication documents, 2017 involved in the adjudication documents only 40 pieces.
The busiest profession in the world is probably the legal teacher of Poundland.
I reasonably suspect that Mr. Huang Zheng quit the management of Poundland and retired in his 40s, not at all like some tech media crowning and fussing analysis, because the company wants to transform ……
It’s all about avoiding legal risks!
There are many things in China that cannot be brought to the surface.
Like this time, everyone is discussing whether Jindo’s “cut price free take” is suspected of fraud, many people are discussing the legal issues.
This …… is out of the way not.
In fact, …… this is the common operation of the industry, Poundland has gone too far, especially in the design of the discourse anger.
The product interaction students, this time it is estimated to take the blame.
The Internet APP to engage in similar activities, the purpose is one, pulling new users.
Although I gave you 300 bonus this time, but you pulled me to 3, 4 new users, the platform is a bargain.
Generally speaking, the cost of new pulling a user for e-commerce products, in 100-200 yuan.
Looking at Poundland’s financial report.
In the fourth quarter of 2018, the per capita cost of customer acquisition was 148.37 yuan.
In the first quarter of 2019, more frightening, 286 yuan.
So burn down, the people’s bank of money printing machine are broken, investors do not agree ah, so then Poundudo changed the strategy, it is said that the per capita cost of pulling new down to 80 yuan.
But that’s when the problem came.
On the one hand, Poundland user growth is coming to a head, to pull new has been very difficult – 2020 active buyers 780 million, basically the level of Taobao, the next to pull new customers, either the kind of people who are simply too lazy to use Poundland, or down to the people who are not too good with cell phones, are difficult.
On the other hand, pulling new budget is limited.
What to do?
Leaders, operations, products, interaction designers, programmers a meeting, it is not difficult to come to a conclusion –
On the one hand, the single reward value of this activity is designed to the highest, the cash was 100 before, now it is 300; before it is not into the 3C products, now Huawei P40, IPHONE12 all up, so as to impress new people to participate.
On the other hand, the threshold to win the prize further pulled up, there are 99% successful, but that 1% you never get together; expected to be one person short of a free Huawei P40? er …… sorry, that is expected, you just never get together that one person.
Is this a deliberate failure to pay and reward? Not exactly.
The profit and loss lines here are all designed in advance by the platform behind the scenes, and all APPs do this.
Just let the programmer boy run a program –
Let pay all the promotion pull new amount divided by the number of new pull, always lower than the per capita cost of customer acquisition acceptable to the platform side, before it may be 150 per capita, now it may be 80 per capita.
The effect is good, public opinion questioned, I can adjust the point higher, according to the situation constantly adjusted.
A person get 300, but 10 people can not get, this account is a good deal for Poundland.
And, seeing that the cost of pulling new to break through the critical value, the computer automatically run a little, you naturally can not get the remaining 0.1 gold coins.
In this way, you can also prevent professional wool party.
All of this is the result of human design and automatic machine operation. Yes, the brightest minds in our society are used to do this.
But the problem is that the product language design of Poundland is too unrefined. On the surface, such as “0.00001% short”, “you have completed 99%”. “You have completed 99%” such language.
It will stimulate people to keep playing and keep pulling new ones.
But in reality, it can also make people have negative emotions – hell, are you lying to me.
Especially when the user has been pointing, but the value of the display is always still 0.09% short, this is not to give the facts and handle!
When you encounter people who love to be serious, you will not sue whoever you sue.
So, many negative emotions, put Poundland on top of the hot search.
In fact, a different language to describe, Poundland estimated b things no.
The design of each interface language in the Internet products, directly related to the user expectations, moderately lower expectations will get better results, such as take-away platform, obviously 20 minutes can be delivered, but generally will prompt you – expected to 25 minutes to deliver.
By slightly lowering expectations, you can suddenly give you an unexpected surprise – wow, five minutes ahead of schedule! In fact, the platform did not do anything, but the user is cool.
And the way Poundworld does it is, at first the user’s expectations are too high and too high, and finally the hopes are dashed and satisfaction decreases. Pindo may not care about that broken word of mouth, but cause a lawsuit incident, being sued, in case you lose, it may trigger more chain reaction.
We are all out to cut leeks, can you be a little more professional, a little more polite ah!
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