An angle that is easy to think of is that once the specific value of the order is determined, the effect of the event may not be good, and it may even become invalid or out of control, because if the task order volume is set too high, it is difficult to complete, and the event cannot attract riders to participate; If the setting is too low, it is easy to achieve, then the bonus will be large, and it is easy to exceed the budget. At this time, the platform will reduce the reward amount, and it is easy to lose its attractiveness (the platform must bear the corresponding responsibility for marketing effect).
From this, it can be deduced that in fact, it is difficult to determine the order quantity of this task, especially the actual situation of each place and even each district, especially the supply of transportation capacity is different.
It may be true that the number of task orders is difficult to determine, but such an understanding may not be comprehensive, and may even be a little off, which is a thousand miles away.
To understand why the activity order country email list volume is adjustable, we must first understand why the activity is designed this way?
What is the most confusing thing about seeing this event? Why is this activity cycle so long?
Why is the Spring Festival holiday only 7 days long, but Ele.me has launched a 49-day (7 periods, 7 days per period) delivery event? Normally, as long as a 7-14-day delivery event is launched, the special period of the Spring Festival can be basically covered.
The reason is very simple. The Spring Festival riders are eager to return home. The 7-14 days are short and the rewards are weak. Not only is it less attractive to riders, but also there is insufficient control space, so it is necessary to organize a 49-day event.
It seems that the threshold is too high and the cognitive cost is too high to complete 49 consecutive days, so it is divided into 7 cycles, one cycle of 7 days. If you complete three consecutive cycles or more, you can get rewards. The more cycles you complete, the higher the reward. .
At the same time, the threshold should be low in the early stage, so that more riders can participate - anyway, it is your job to deliver food, and you can get rewards for participating by the way.
But when the rider starts to participate, and slowly completes one cycle of tasks, it may not come out.
As the big jackpot gets closer, so does your sunk cost to the game.
The dates for this event are January 11 to February 28, and the Spring Festival is between the fifth and sixth cycle. When the Spring Festival is approaching, the riders have completed four cycles of tasks. Many riders will feel that high bonuses are in sight, and they have paid so much for the tasks, so they can’t give up the task and go home for the New Year.
It not only makes clever use of human nature, but also increases the sunk cost after giving up. At the same time, the long-term arduous task can also offer higher bonuses, which is full of gimmicks for rider marketing.
This kind of gamification routine can be said to be tried-and-true, and it is Pinduoduo that has been carried forward. In the early stage, pulling people to help, pulling one person can help dozens of dollars, but in the later stage, pulling one person can only help a few yuan, or even a few cents. The most critical activity parameters in the game of Pinduoduo are also unknown and uncertain. How much money can be helped by pulling a person is completely determined by the system.
Because of this, the system can be easily manipulated to ensure that activities do not get out of control, especially budgets.
Therefore, the order volume of Ele.me is designed to be adjustable. From a marketing point of view, it is to prevent the effect of the event from being bad, and from the actual operation of the platform, it is to prevent loss of control.
However, the activity is designed like this, which still poses a great challenge to the determination of the task order quantity. To understand this, we must first start from the purpose of the activity, that is, the starting point.
The essence of this event is to stimulate the supply of capacity through monetary incentives, so that more riders can stay to deliver meals, thus ensuring sufficient capacity.
There are two core issues:
First of all, who pays the money and what is the budget for the event?
The second is how to ensure the balance of capacity supply?
What is the ideal situation for the platform? That is, the platform pays the least amount of money while ensuring that the capacity supply is just right.
It is easy to understand that the money is less, what is the capacity supply just right? It is to meet the food delivery needs at the least cost and most efficiently within the time that meets the user's expected delivery time, which is just the right capacity.
For food delivery platforms, the delivery time is not as fast as possible, but in line with user expectations and competitive in the market.
Users naturally hope that the sooner the better, but it also depends on which method is used to achieve it.
If the delivery efficiency is improved by technical means such as algorithm learning, more scientific and rational allocation of orders, and optimization of delivery routes under the condition that the existing riders remain unchanged or even decrease : For users, the delivery time is shorter and the experience is better; for riders, the number of orders delivered per unit time increases and the income increases; for the platform, it can be reduced based on better delivery efficiency Unit delivery cost, or at least the cost of acquiring more riders.
If speeding up is achieved by recruiting more riders, what will the situation look like? Users may feel better, but riders may have fewer orders and less income per unit of time, and the value of the platform to riders The reduction will lead to the withdrawal of some riders with low income. If the platform wants to maintain, it may have to pay a higher unit price of delivery, the unit delivery cost will become higher, and more costs will be paid to recruit more riders, and the total cost will also change. high.
Therefore, under normal circumstances, the platform will be more inclined to the former scheme to improve the capacity efficiency, rather than the latter one. Unless it is due to policy or public welfare considerations, for example, during the Great Depression of the epidemic, responding to the call of the state to provide more jobs, etc.
During the Spring Festival, everyone will go home for the Chinese New Year, and there may be a serious shortage of transportation capacity, so we must use incentives to keep everyone.
However, this design of the activity complicates the determination of the task order quantity, requires more factors to be considered, and also leads to many potential risks.