When it comes to user growth, if the platform doesn't have the necessary infrastructure, it's often less effective. So one of the basics of growth is building the underlying capacity. In fact, we know the importance of this work, but in the actual work, but often easy to ignore. A lot of times, we feel that if we can find good people to do growth, we can immediately achieve significant growth. But in reality, user growth is a systematic project, and without the necessary basic capabilities, even the most powerful growth experts will be hampered here and there, unable to perform their capabilities. Business lines or other teams have little incentive to build the basic capabilities required for growth that are not planned and built by the growth center. Because the building of basic capacity is rarely recognized and applauded, and the achievement of specific performance targets is often the focus of attention. However, the achievement of performance targets cannot be achieved without the support of basic capabilities. Therefore, this kind of foundation work must be planned and built in advance by the growth center. Common platforms with basic capabilities include A/B testing and flow control platform, DMP (data management platform), wallet system, incentive voucher marketing system, LTV computing and tracking system, etc. Among them, A/B testing and flow control platform have been introduced in detail in Chapter 3 "A/B Testing".

DMP content can also be found on the Internet, and it has been introduced in relevant books before. Wallet system is relatively simple, so I will not introduce these contents in detail here. The basic capabilities of growth are not limited to those listed above. In the following, I will only introduce the incentive voucher marketing system and LTV calculation tracking system in detail. Generally speaking, for trading products, especially IF and high-frequency trading products, it is unacceptable to have no incentive coupon marketing system. In many cases, users don't really lack the few dollars, but the psychological pleasure of the few dollars in coupons far outweighs the material compensation. This psychological pleasure can tip the balance of the user's decision in the direction we expect. A good incentive voucher marketing system is one of the main carriers of strategic growth. Figure 5-1 is a schematic diagram of an incentive voucher marketing system that includes the voucher transfer mechanism. The system can distribute both the main business voucher and the third party voucher. Different business lines can generate a variety of main business vouchers and send them to users according to their own needs.

However, budget management and voucher verification should be carried out in the voucher management module, so as to ensure that different business lines have corresponding budgets when generating incentive vouchers, and there will be no situation of making decisions first. After the voucher is used or expired, the voucher management module shall conduct corresponding write-off or budget recovery. In the distribution interface control module, incentive coupons should be issued to user accounts by means of platform coupon cancellation, user coupon collection, user coupon transfer, etc. Relevant links should have anti - cheating measures to prevent black production cheating brush coupons. In addition to distributing main job coupons, the distribution interface control module can also distribute different job coupons. At the same time, different business partners can also use the platform to claim our main business vouchers as a benefit to their users. Generally speaking, the platform allows users to receive coupons through activities and partners from different industries to receive coupons to their users. It is better to adopt the H5 method, which is suitable for distribution in different scenarios. If this kind of H5 platform is done well, it can also generate customized coupon pages based on different activities and different industry partners.