If there are multiple lines of business on a platform, the fastest way for each line of business to gain users is to wash the platform's traffic, that is, to attract users on the platform who do not access their own line of business content or use their own business. There is nothing wrong with each line of business adopting this approach, which is the most cost-effective approach. But in the end, one of the possible consequences is that each line of business saw an increase in users during the assessment period, but the platform did not. Therefore, there needs to be a team responsible for the overall user base of the platform. The goal of the team is to attract users to the platform, and this responsibility is best assumed by the growth center. In my opinion, there are two rules for growth mediators to follow when acquiring platform users: (1) If you can give money to users, try not to give money to channels, traffic platforms, or advertising agencies; (2) If you can give the main business coupons, try not to give cash incentives such as red envelopes. These two principles are actually quite easy to understand. Give money to the traffic channel, the user is not aware. And if everyone gives money to the channel, the traffic cost of the channel will be further raised. If you give money to users, you will at least form a certain relationship with them, and maybe some users will remember you. Even if the user does not appreciate, but also buried further word of mouth to spread the clues.

Although the incentive effect of giving money directly to users is very obvious, it will also have two side effects at the same time. First, users may run away after receiving the money and will not use our products, not to mention HVA. Second, it may attract a lot of cheating users, or it may not be a lot of users, or a few professional cheating black production organizations. In practice, although we know that giving cash is not a good way, we sometimes have to give cash to users first due to the limitation of the basic ability of the system, for example, there is no incentive coupon marketing platform. This is usually the time when the company's anti-cheating team and the cheating underworld are pitting their wits against each other. If users must be given cash incentives, anti-cheating should be considered at the beginning of the event design. Anti-cheating needs to be done together with the big data and R&D team of the growth center. Simple anti-cheating rules, such as limiting the number of red packets that can be received from the same IP address, device number, geographical location, or mobile phone number, are easily circumvented by professional underworld organizations. Therefore, it is necessary to introduce the characteristics of machine learning cheating terminal to carry out targeted shielding. It is a constant back-and-forth battle that consumes energy and resources. And if the cartel gets past our barrier, it could cost us a lot of money.

Therefore, it is important to have an automated red envelope budget monitoring mechanism. For example, set a limit on the total amount of red packets that need to be given out each day. If the amount exceeds this limit, the red packets will be automatically stopped. Put a note in the event description to let users know that there is a limit to the number of red envelopes per day, and create an atmosphere of scarcity; At the same time, from the perspective of user experience, the page of emergency stop activity should be designed well in advance. Because if the switch is triggered by the black production cheating, the pre-designed page will pop up when the user receives the red envelope, giving the instructions "the activity is too hot, today the red envelope has been received, please participate early tomorrow". In addition, problems are more likely to occur between 12 p.m. and 6 a.m., when technicians are likely to be resting, which gives cheating cheats a perfect window of time. During this period, there are usually very few normal users, so to be on the safe side, you can temporarily turn off the cash hongbao function. In general, the growth center should undertake the task of platform traffic acquisition, attracting users to the platform first, and then conducting secondary bootstrap distribution. Of course, the growth platform can also cooperate with each business line to do some operational activities, and gain platform users by promoting the services of a business line. But no matter how it works, capturing platform traffic is one of the most important jobs in growth.

If there are multiple lines of business on a platform, the fastest way for each line of business to gain users is to wash the platform's traffic, that is, to attract users on the platform who do not access their own line of business content or use their own business. There is nothing wrong with each line of business adopting this approach, which is the most cost-effective approach. But in the end, one of the possible consequences is that each line of business saw an increase in users during the assessment period, but the platform did not. Therefore, there needs to be a team responsible for the overall user base of the platform. The goal of the team is to attract users to the platform, and this responsibility is best assumed by the growth center. In my opinion, there are two rules for growth mediators to follow when acquiring platform users: (1) If you can give money to users, try not to give money to channels, traffic platforms, or advertising agencies; (2) If you can give the main business coupons, try not to give cash incentives such as red envelopes. These two principles are actually quite easy to understand. Give money to the traffic channel, the user is not aware. And if everyone gives money to the channel, the traffic cost of the channel will be further raised. If you give money to users, you will at least form a certain relationship with them, and maybe some users will remember you. Even if the user does not appreciate, but also buried further word of mouth to spread the clues.

Although the incentive effect of giving money directly to users is very obvious, it will also have two side effects at the same time. First, users may run away after receiving the money and will not use our products, not to mention HVA. Second, it may attract a lot of cheating users, or it may not be a lot of users, or a few professional cheating black production organizations. In practice, although we know that giving cash is not a good way, we sometimes have to give cash to users first due to the limitation of the basic ability of the system, for example, there is no incentive coupon marketing platform. This is usually the time when the company's anti-cheating team and the cheating underworld are pitting their wits against each other. If users must be given cash incentives, anti-cheating should be considered at the beginning of the event design. Anti-cheating needs to be done together with the big data and R&D team of the growth center. Simple anti-cheating rules, such as limiting the number of red packets that can be received from the same IP address, device number, geographical location, or mobile phone number, are easily circumvented by professional underworld organizations. Therefore, it is necessary to introduce the characteristics of machine learning cheating terminal to carry out targeted shielding. It is a constant back-and-forth battle that consumes energy and resources. And if the cartel gets past our barrier, it could cost us a lot of money.

Therefore, it is important to have an automated red envelope budget monitoring mechanism. For example, set a limit on the total amount of red packets that need to be given out each day. If the amount exceeds this limit, the red packets will be automatically stopped. Put a note in the event description to let users know that there is a limit to the number of red envelopes per day, and create an atmosphere of scarcity; At the same time, from the perspective of user experience, the page of emergency stop activity should be designed well in advance. Because if the switch is triggered by the black production cheating, the pre-designed page will pop up when the user receives the red envelope, giving the instructions "the activity is too hot, today the red envelope has been received, please participate early tomorrow". In addition, problems are more likely to occur between 12 p.m. and 6 a.m., when technicians are likely to be resting, which gives cheating cheats a perfect window of time. During this period, there are usually very few normal users, so to be on the safe side, you can temporarily turn off the cash hongbao function. In general, the growth center should undertake the task of platform traffic acquisition, attracting users to the platform first, and then conducting secondary bootstrap distribution. Of course, the growth platform can also cooperate with each business line to do some operational activities, and gain platform users by promoting the services of a business line. But no matter how it works, capturing platform traffic is one of the most important jobs in growth.