# high-frequency products

**Published by:** [hamburger](https://paragraph.com/@hamburger-2/)
**Published on:** 2022-10-27
**URL:** https://paragraph.com/@hamburger-2/high-frequency-products

## Content

For high-frequency products, the decision-making process of users is often relatively fast and the decision-making chain is relatively short. So incentives can easily increase demand and cut off a portion of competing users. And, more attractively, it is easy to grow the pie of such products and create new demand through incentives. For example, e-commerce, taxi hailing and bike-sharing can generate incremental demand as long as appropriate incentives and guidance are provided to users. At the same time, with other growth optimization methods (generally funnel growth) to reduce the experience threshold of users (such as deposit free, certification free, free first ride for shared bikes), it is easier to make these incremental users experience products or transactions in a closed loop. Therefore, for many high-frequency products, especially those with short decision chain and low threshold, stimulating users through subsidies is not vicious competition, but a process of stimulating new demand and cultivating user habits. As long as the budget is well controlled and the relationship between subsidies and ELTV is well measured, it will be a very benign process and shorten the time for the product to be accepted and used by users. Take myself as an example. In the beginning, I called online ride-hailing more frequently because of various subsidies. I charged a lot of money, especially when some online ride-hailing platforms offered a high percentage of top-ups. At the beginning, it was indeed all kinds of subsidies that made me significantly improve the frequency of using online car-hailing. Although the subsequent subsidies were gone, I also developed the habit of using online car-hailing frequently. By comparing the feelings of using online ride-hailing and driving in various scenarios, I have experienced a lot of convenience. Because my work is very busy, so time is very precious to me. I work far away from home. It takes about 90 minutes by car. If I drive by myself, I can do nothing but listen to the voice on the way. And sometimes listening intently is also easy to distract, but also more dangerous. After a ride-hailing commute, I pull out my laptop, turn on my phone's hotspot and connect to a VPN (virtual private network), just as I would at work. This saves me a lot of time, especially on the way to the company in the morning, when no one interrupts me and my mind is active, I can think deeply about many problems. When I get home from work in the evening, I can summarize the day's work in the car and plan the next day's work at the same time, which gives me a sense of rhythm. In addition, the advantages of ride-hailing in some non-work scenarios are also very obvious. For example, I take my children to the shopping mall on weekends. If I drive by myself, I often spend a lot of time looking for a parking space. If you call the online car, the car can go, can save a lot of time. At the beginning, it was the subsidy of online car hailing that made me increase the frequency of use and expand the use scenario. But after coming to appreciate the convenience (and, in my case, time saving) of ride-hailing, I continued to use it more often, even without the subsidy, and largely stopped driving myself. I am a typical case of being transformed by ride-hailing, but I am definitely not a brainless shill singing the praises of ride-hailing. Ha!

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