饿了么-周五5折天 / Ele.me - 50% off on Fridays
UI&视觉 · 2023 · 饿了么项目
饿了么《周五 5 折天》 · 心智营销设计
一句话概述:用一套可复用的心理营销策略,把「周五」做成用户记得住、商户愿意陪跑的固定 5 折心智锚点——以「5 折红包 + 5 折尖货」双钩子建立价格 × 品质双认知,以履约与商户策略支撑活动可持续。
Summary in one sentence: By applying a set of reusable psychological marketing strategies, turn "Friday" into a fixed 50% discount mental anchor that users can remember and merchants are willing to support - by establishing a dual cognition of price and quality with the double hook of "50% discount red envelope + 50% discount exclusive items", and supporting the activity's sustainability with fulfillment and merchant strategies.
背景和问题
《周五 5 折天》是饿了么常态化的心智营销活动——目标是给到用户一个稳定的「周五 = 5 折」心智锚点。 TIPS · 心理营销手段 心理营销是指通过深入了解目标受众的心理需求、信仰与行为模式,运用心理学与营销学的相关理论方法,制定针对性的营销策略,以提高消费者满意度、促进销售、增加品牌影响力。
"Friday 5 Discount Day" is an ongoing psychological marketing campaign by Ele.me - the aim is to provide users with a consistent "Friday = 5% discount" mental anchor point. TIPS · Psychological Marketing Methods Psychological marketing refers to the process of deeply understanding the psychological needs, beliefs, and behavioral patterns of the target audience, applying relevant theories and methods from psychology and marketing, and formulating targeted marketing strategies to enhance consumer satisfaction, promote sales, and increase brand influence.
三个难点
1. 心智侧 — 5 折心智需要在饿了么复杂的品类与时段场景里被反复强化,单次促销难以沉淀为长期记忆。 2. 业务侧 — 既要撬动商户的自营销投入、又要在大额券下保证履约可控,平衡平台补贴与商户利润。 3. 用户侧 — 用户对促销已普遍疲劳,需要让「5 折」既是价格利益、也是品质保障。 核心问题:如何用一套可复用的心理营销策略,把「周五」做成用户记得住、商户愿意陪跑的固定 5 折心智。
1. Mental aspect - The 50% discount strategy needs to be repeatedly reinforced in the complex category and time period scenarios of Ele.me. A single promotion cannot be transformed into long-term memory. 2. Business aspect - We need to motivate merchants to invest in self-marketing, while ensuring the controllability of large-scale coupons during the delivery process, and balancing platform subsidies with merchant profits. 3. User aspect - Users have generally become tired of promotions. We need to make "50% discount" not only a price benefit but also a quality guarantee. Core issue: How to utilize a set of reusable psychological marketing strategies to turn "Friday" into a fixed 50% discount experience that users can remember and merchants are willing to promote.
沉淀和能力
心理营销方法论:强调活动价值与优势 → 锁定核心关键词(2 个为佳)→ 跨触点反复强化 → 沉淀长期心智锚点,可复用于其他常态化大促。 跨时段承接点位规范:白天 / 夜间双时段 × 抢券 / 双翅膀双入口的资源位组合规范,适配不同时段用户行为。 双心智双钩子框架:价格锚点(红包)+ 品质锚点(尖货)的活动结构,避免单纯价格促销造成的疲劳与品牌折损。 履约 + 商户策略联动模型:补贴撬动商户自营销 + 物流重点保障的支撑组合,支持活动可持续。
Psychological marketing methodology: Emphasize activity value and advantages → Select core keywords (2 are preferred) → Repeated reinforcement across touchpoints → Consolidate long-term mental anchors, which can be reused for other regular promotions. Cross-time period positioning standards: Dual time periods (daytime/nighttime) × Resource positions combining "coupon grabbing" and "two wings with two entrances", adapting to user behaviors at different times. Dual mindsets and dual hooks framework: Activity structure of price anchor (red envelopes) + quality anchor (special products), avoiding fatigue and brand damage caused by simple price promotions. Fulfillment + Merchant Strategy Linkage Model: Support combination of subsidy to drive merchants' self-marketing + key logistics guarantee to ensure sustainability of the promotion.
复盘反思
心智活动的效果难以单次衡量,需要长期数据回归才能验证;短期评估容易被单次单量波动带偏。 「品质尖货」与「5 折」之间存在天然张力(用户对低价 = 品质存在怀疑),需要更细的内容与货品沟通设计来打消顾虑。 商户分层激励模型在不同城市 / 品类下的适配度需要持续打磨,避免「头部吃肉、长尾陪跑」的不均衡。
The effects of mental activities are difficult to measure in a single instance and require long-term data regression for verification; short-term evaluations are prone to being skewed by single fluctuations in quantity. There is a natural tension between "premium quality products" and "50% off" (users have doubts about low prices = quality), and more detailed communication and product design are needed to address these concerns. The merchant stratification incentive model needs continuous refinement in different cities/categories to avoid the imbalance of "the top earners getting most of the benefits while the long tail are left behind."
用户体感
「周五 = 5 折」依托每周一次的稳定时点反复强化,辅以 5 折红包(价格)+ 5 折尖货(品质)的双锚点,使用户既愿意为低价来、也愿意为品质留;履约与商户策略保证体感与货品的可持续,避免「促销活动只热一两次」的疲态。
"Friday = 50% off" is reinforced repeatedly at a consistent time point every week. Coupled with the dual anchors of a 50% discount coupon (price) and 50% discounted premium products (quality), it encourages users to both purchase at a lower price and retain for the quality. The fulfillment and merchant strategies ensure a sustainable experience and product availability, avoiding the fatigue of "promotion activities only being popular for a few times".
Damien Wang · 产品经理作品集