The operation of the Tanabata Festival, how to do a good job of product management in social game applications

Yes, that's right! Saturday is the annual Qixi Festival.

I believe that most people want to do something romantic in this traditional Chinese love festival. For diligent operators, especially operators of social and game applications, Tanabata is an important summer holiday and even the second half of the year. The node, the timing is rare, and the operation of festival activities can bring , promotion, retention, revenue , all-round effect gain.

The operational effect of festival activities that cannot be underestimated

• advantage of the opportunity to design new promotion : The essence of new promotion is to find accurate traffic. Popular festivals have strong user attention and high-hot topics. The promotion of activities designed to focus on festivals is often a breakthrough in promotion. .
• Improve retention of user stickiness : Clever Qixi festival setting is a good time for users to establish sticky relationships with applications. Weak relationships evolve to strong relationships, fight user loss, and greatly enhance user value.
• Silent user holiday recall : For users who have registered your application but no longer visit for a long time, through the operation of holiday activities, to effectively reach and activate them. Of course, this requires operators to analyze silent users and formulate a recall strategy based on holiday scenes. With the help of festivals, the scene is clarified, and the recall effect is often better.

Commodity selling points are holiday-oriented, attracting profit and double income

Take the Qixi event operation of game apps as an example. Many popular competitive online games. Qixi has launched "customized skins" and "limited CP characters" to accurately locate the point of convergence between virtual goods and festivals, and integrate the key imprints of traditional festivals into everyone. The online game space and the virtual product setting specially promoted by solar terms are undoubtedly a gentle recipe for speeding up and fragmenting the world, allowing users to have more warm memories of game applications. Holiday settings make users Emotional connection with the application is easily created.

How to do a good job of product management in social game applications

Creative, fresh and well-designed application content holiday settings require matching support for related functions of in-app payment. Huawei in-app payment provides complete merchandise management services, promotion price setting, virtual merchandise setting, etc. to help you more Effectively realize the operational effects of festival activities.

1. Set the promotional price of the product

Virtual commodity marketing in festivals, promotion is the most common basic operation. In Huawei's in-app payment, there are operating channels for setting promotional prices for both subscription and non-subscription products.

1.1. Log in to the AppGallery Connect website, select "My Application", and click the application that needs to modify the product in the application list.

1.2. In the left navigation bar under the "Operation" tab, select "Product Operation> Commodity Management".

1.3. In the product list, click "Edit" in the "Operation" column of the product to be edited.

1.4. Click "View Edit" on the product editing page to enter the price modification page.

1.5. Click "Set Sale Price" in the upper right corner, and click "Add Sale Price" on the pop-up page.

1.6. Follow the prompt steps to set the promotion language, name, start/end time, and the country or region where the promotion is applicable.

• Set price of non-subscription products : Set "Exchange rate conversion price", click "Refresh" to update the promotion prices of different promotion countries/regions, and click "Finish".

• Set promotional price for subscription products

(1) Set the activity type.

Free trial : The trial period needs to be set. Through a free trial, users are attracted to further use, thereby increasing users' understanding of products and applications, and accumulating love and recognition.

Cycle deduction : Need to set up a preferential renewal period and a promotional discount price, which is lower than the original price of the renewal period, to attract users to continue in-app products and services.

If you choose "Free Trial", click "Finish" after setting. If you select "Deduction by Period", click "Next" after the setting is complete, you can confirm or modify the prices in all areas, and click "Finish" after confirmation.

2. IAP with efficient drainage expands marketing capabilities

2.1 Marketing packaging impress users

For the set products, the developer can carry out marketing and packaging, and display the product promotion diagram, product name, and product description on the application detail page of the application market. Users can directly purchase the product on the application detail page of the application market, and then enter the application Use, highlight marketing products, and promote the realization of marketing value.

Manage product marketing steps

(1) Log in to the AppGallery Connect website and select "My Apps". In the application list, click the application link that needs to set up product marketing management.

(2) Select the "Operation" tab, select "Product Operation> Commodity Management" in the left navigation bar, select the "Commodity Marketing List" tab, and click "Select Marketing Product".

(3) Select the product to be marketed and click "OK".

(4) After the selection is complete, click the corresponding "Upload" in the marketing product list.

(5) Fill in the relevant materials and click "Submit" after completion.

2.2 Configure virtual commodity exchange and expand new users

Configure virtual goods in the application and allow users to redeem the corresponding goods with the redemption code. When the user clicks to buy a product in the Huawei App Market/Game Center, the Huawei App Market/Game Center directly initiates the payment. After the payment is completed, the user can use the product redemption code obtained in the Huawei App Market/Game Center to redeem the corresponding product in the app virtual product.

Currently, non-subscription commodities (consumable/non-consumable commodities) can be configured with virtual commodities, and each commodity can correspond to multiple virtual redemption codes. To configure virtual goods, you need to enter the "Configure Virtual Goods Inventory" service portal, set the "Redemption Code Validity Period", and upload the redemption code.

The specific operations are as follows:

(1) In your application product list, click "Edit" in the "Operation" column corresponding to the non-subscription product for which virtual products need to be configured.

(2) Enter the "Edit Product" page, after completing the product-related information, click "Configure Virtual Product Inventory" below.

(3) Enter the "Configure Virtual Commodity Inventory" page and click the "Add" button.

(4) Enter the "Add Commodity Inventory" page, set the "Redemption Code Validity Period", and click "Please download the format template". After filling in according to the actual situation, click "Browse", upload the filled redemption code file, and click in the prompt window "OK", complete the upload of the redemption code, click "Save" at the top right, and click "OK" in the pop-up prompt window to complete the operation of adding commodity inventory.

• Validity period setting: By default, the upload starts at 00:00 on the day when the upload is successful, and ends at 23:59:59 on the 30th day. The time can be modified, and the end time should be at least 48 hours greater than the start time.
• Template format and requirements:

-The file format must be ANSI encoded txt format;

-Arrange 1 data per line in the file, please do not add other comments;

-The string code can only consist of English uppercase and lowercase letters, numbers and a small number of special symbols (only English underscores and English separators are supported);

-Duplicate codes cannot exist in the file (duplicate codes will be automatically filtered out by the system);

-The file size cannot exceed 100M;

(5) Enter the "Configure Virtual Commodity Inventory" page, fill in the "How to use the redemption code", and click "Save" at the top right.

(6) View the list of total inventory details, the status column shows "for sale", click on the operation column "available", and select the listed inventory.

(7) Confirm the "Redemption Code Quantity" and "Validity Period" (editable), click "Confirm listing", and click "OK" in the pop-up prompt window to complete the submission of the inventory to be put on the shelf.

(8) After the listing is successful, check the total inventory details list, the status column displays "On Sale", the remaining inventory quantity is automatically refreshed, and the virtual product configuration is completed.

To get more in-app product sales prices and expand the detailed operation of marketing, you can also position pay within the official website of Huawei Application for more complete detail. Learn and use at the next important node~

• To learn about in-app payment access activation, product creation, sandbox testing, click to review: Detailed in-app payment from scratch-product creation and testing on the shelf
• To learn about in-app payment product modification and data acquisition, click to review: app payment product modification and data acquisition, this article will take you all to understand
• To understand the processing of the in-app payment order, click to review: money has been paid, but the goods have not been delivered? In-app payment 0 drop processing method

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