饿了么-双十一 / Ele.me - Double Eleven
视觉营销设计师 · 2023 · 饿了么项目
饿了么双 11「天天 5 折」
一句话概述:把饿了么双 11 做成一场「天天有得领、天天 High 不停」的长周期大促——以「5 神券天天领」为记忆锚点、「双 11 High 不停」为情绪主线,用主会场 + 超级红包 + 长周期抢券玩法 + 组件化分会场,撑住 19 天大促节奏,延续并放大饿了么的「5 折」心智资产。
Summary: Transform Ele.me's Double 11 event into a long-term promotion lasting 19 days - with "5 special coupons to be claimed every day" as the memory anchor, and "continuous high spirits on Double 11" as the emotional mainline. Utilize the main venue + super red envelopes + long-term coupon grabbing gameplay + componentized sub-venues to sustain the 19-day promotion rhythm, and continue and expand Ele.me's "50% off" brand asset.
背景和问题
双 11 是全行业年度最大促,竞争激烈、用户被各平台轮番轰炸。饿了么作为本地生活 / 餐饮即时零售平台,做双 11 面临的不是「有没有优惠」,而是「凭什么在双 11 里被记住、被天天打开」。 核心命题: 大促同质化 — 双 11 红包、满减、折扣高度趋同,用户疲劳,单点利益很难形成记忆。 长周期保鲜 — 双 11 全程拉长到约 19 天,如何让用户「天天来、不腻」,而不是只在开门红和高潮日来两次。 餐饮 O2O 的双 11 差异化 — 要做出区别于综合电商双 11 的「即时、好玩、天天领」的本地生活感。
Double 11 is the largest annual promotion event for the entire industry. The competition is fierce, and users are bombarded by various platforms one after another. Ele.me, as a local life / food instant retail platform, when participating in Double 11, the question it faces is not "whether there are discounts", but "why should it be remembered in Double 11 and be opened every day". Core proposition: Homogenization of major promotions - The red envelopes, discounts, and reductions on Double 11 are highly similar, causing user fatigue. It's difficult to create a lasting memory from a single point of benefit. Long-term retention - Double 11 has been extended to approximately 19 days. How to make users "come every day and not get bored," rather than only coming twice, on the opening day and the peak day. Differential promotion for O2O in the catering industry - To create a local life experience that is different from the general Double 11 of comprehensive e-commerce, such as "instant gratification, fun, and daily rewards."
三个难点
心智侧 — 双 11 信息爆炸,需要一个简单、可天天复用的记忆锚点,把饿了么双 11 和别家区分开。 节奏侧 — 19 天长周期要有节奏地铺开(预热 / 开门红 / 持续 / 高潮 / 返场),每个节点都要有新鲜的承接,避免「热闹两天就冷」。 效率侧 — 双 11 分会场、品类会场、氛围资源位数量庞大,要在短时间内高质量、高一致性地批量产出。 核心问题:如何用一个可天天复用的记忆锚点 + 有节奏的玩法设计,把饿了么双 11 做成「天天 High 不停」的长周期大促,并高效统一海量分会场。
Mental Side - The 11th November information explosion requires a simple, reusable memory anchor point that can be used daily to distinguish Ele.me's 11th November event from others. Rhythm Side - The 19-day long cycle needs to be gradually unfolded rhythmically (pre-preparation / opening success / continuous / peak / comeback), with each node having fresh承接. Avoiding the situation of "booming for just two days and then cooling down". Efficiency Side - The 11th November event involves numerous venue sessions， category sessions， and atmosphere resource positions. It is necessary to produce them in large quantities with high quality and consistency within a short period of time. Core Issue： How to use a reusable memory anchor point and a rhythmic gameplay design to make Ele.me's 11th November event a long-term promotion lasting "everyday high spirits"， and to efficiently unify and manage the massive sub-events.
设计目标&设计思路
业务目标：拉升双 11 全程 DAU 与转化,做出饿了么双 11 的差异化心智,延续「5 折」品牌资产 用户目标：一眼记住「饿了么双 11 = 天天 5 折、天天领券」,愿意天天打开参与 设计目标：用记忆锚点 + 长周期玩法统一大促体验,组件化高效产出海量分会场 主线策略：以「天天 5 折」做记忆锚点、「双 11 High 不停」做情绪主线,把双 11 做成有节奏、可天天参与、组件化可复用的长周期大促。 锚点化(天天 5 折) — 用「5 神券天天领」把抽象的双 11 优惠收敛成一句好记、可天天复用的利益点。 情绪化(High 不停) — 用红粉喜庆的大促氛围 + 萌系 IP,把「优惠」翻译成「过节般的热闹与好玩」。 节奏化(长周期) — 顺着双 11 的预热 / 开门红 / 持续 / 高潮 / 返场节奏,设计可换装的会场与玩法,让 19 天天天有新鲜感。 组件化(高效产出) — 用统一的会场模版与氛围资源位组件,支撑海量分会场的高质量批量产出与一致性。
Business objective: Increase the overall DAU and conversion rate during the Double 11 event, establish a differentiated brand image for Ele.me's Double 11, and continue to leverage the "50% off" brand asset. User objective: Remember "Ele.me Double 11 = Daily 50% off, Daily Coupons" easily, and be willing to open and participate every day. Design objective: Use memory anchors and long-term gameplay to unify the overall promotion experience, and efficiently produce a large number of sub-events through componentization. Main strategy: Use "Daily 50% off" as the memory anchor, and "Double 11 High Continuously" as the emotional mainline. Make Double 11 a long-term promotion with a rhythm, which can be participated in every day and is reusable through componentization. Anchor Pointing (50% off every day) - Use the "5 God Coupons Daily Collection" to condense the abstract Double 11 discounts into a memorable and reusable benefit point. Emotionalization (Highly active) - Combine the festive and colorful promotion atmosphere with cute IP to translate "discounts" into "the lively and fun atmosphere of a festival". Rhythmicization (Long-term cycle) - Follow the preheating / opening red carpet / continuous / peak / comeback rhythm of Double 11, design interchangeable venues and gameplay to ensure fresh experiences every day for 19 days. Componentization (Efficient output) - Use a unified venue template and atmosphere resource component to support the high-quality batch production of numerous sub-events and ensure consistency.
用户体感
用户在双 11 打开饿了么,看到的不是又一个「满屏红包」,而是一个热闹好玩、天天有券领、还能上榜抢券的「双 11 High 不停」。理想状态:用户养成「双 11 期间每天打开饿了么领个 5 折券」的习惯,而不是只在开门红来一次。(注:此节如有 DAU、领券率、榜单参与等数据或用户反馈,建议补充实证。)
When users open Ele.me on Double 11, they don't see just another "screen full of red envelopes". Instead, they encounter a lively and fun event called "Double 11 High不停", which offers daily coupons and allows users to compete for coupons on the leaderboard. The ideal scenario： Users develop the habit of "opening Ele.me every day during Double 11 to claim a 50% discount coupon"， rather than only doing it once during the opening promotion. (Note： If there are data such as DAU， coupon claim rate， leaderboard participation， etc.， or user feedback， it is recommended to provide supporting evidence.)
沉淀和能力
大促记忆锚点方法论:把复杂大促利益收敛成一句可天天复用的口号(天天 5 折),在信息爆炸里建立辨识度。 长周期节奏设计:预热 / 开门红 / 持续 / 高潮 / 返场的节奏化会场与玩法设计,解决长周期大促的「中段冷场」。 分会场组件化体系:多主题色、多品类的会场模版与氛围资源位组件库,支撑海量大促出图的降本提效。 大促 IP 资产:可跨会场复用的萌系 IP 形象,把单次大促情绪沉淀为长期角色资产。
Promotion Memory Anchor Methodology: Converge the complex benefits of the promotion into a daily-reusable slogan (such as 50% off every day), establishing recognition in the midst of information overload. Long-term Rhythm Design: Rhythmized venue and gameplay design for the preheating / opening success / continuous / peak / comeback stages, addressing the "mid-stage lull" problem in long-term promotions. Componentized System for Branch Venues: A template and atmosphere resource position component library with multiple themes and categories, supporting cost reduction and efficiency improvement for a large number of promotion images. Promotion IP Assets: Reusable cute IP images across venues, transforming the emotions of a single promotion into long-term character assets.
复盘反思
「天天领」的轻互动要持续打磨频次与奖励节奏,领得太易没价值、太难会流失,需要数据回归找最佳手感。 长周期大促的设计新鲜感与产出效率之间存在张力,组件化降本的同时要保留关键节点的「破局」设计,避免全程一个样。 餐饮 O2O 双 11 与综合电商双 11 的差异化还可更鲜明,「即时、本地、天天领」的独特心智值得继续强化。
The light interaction of "Everyday Rewards" needs to continuously refine the frequency of occurrence and the pace of rewards. If rewards are too easy, they lose their value; if they are too difficult, users will lose interest. Data analysis is needed to find the optimal feel. There is a tension between the novelty of the long-term large-scale promotion design and its output efficiency. While reducing costs through componentization, key nodes with "breakthrough" designs should be retained to avoid uniformity throughout the process. The differentiation between the O2O catering Double 11 and the comprehensive e-commerce Double 11 can be more distinct. The unique mindset of "instant, local, and every day rewards" is worth further strengthening.
Damien Wang · 产品经理作品集