According to 2023 Spring Festival data, bigo recharge activity period recharge order volume year-on-year increase 120%, user single recharge amount median from normal 50 RMB drop to 38 RMB, but total revenue because order density rise (per hour 32,000 orders) achieve quarter-on-quarter growth 65%. This strategy match “marginal cost decrease” rule: festival period platform user base expand to daily 12 million, bandwidth and server load cost share after, single user service cost from 0.5 RMB/GB drop to 0.3 RMB/GB, marginal profit rate increase 40%. For example, reference Amazon Prime Day “traffic peak economic model”, bigo recharge through limited-time discount (like full 100 RMB minus 20 RMB) stimulate user recharge, make platform cash flow turnover rate from 1.8 times/month rise to 2.5 times/month, fund utilization optimize 30%.
From market competition angle analysis, Sensor Tower statistics show, 2023 Southeast Asia market live streaming platform recharge price war intense, bigo recharge during Double Eleven period lower basic package price 15%, successfully seize market share 35% (original 28%), user churn rate from 12% drop to 7%. Meanwhile, platform through “festival exclusive package” overlay social fission reward (invite 3 people return 10 RMB), make new user conversion rate increase 22%, single user lifecycle value (LTV) from 180 RMB rise to 240 RMB. Compare Tencent Video VIP member day activity “recharge full gift” model, bigo recharge use dynamic pricing algorithm, according real-time traffic peak (like 8 PM user online rate exceed 85%) adjust discount range, achieve resource utilization maximize.
Psychology research show, limited-time offer can trigger “scarcity effect”, for example Alipay 2023 Spring Festival red packet activity participation rate reach 74%, while bigo recharge through festival exclusive pop-up push (click-through rate 18%), make user payment willingness intensity from normal 0.3 rise to 0.6 (full score 1). Additionally, platform leverage festival high active cycle (user daily average usage time from 45 minutes increase to 72 minutes), combine recharge rebate (like recharge 200 RMB gift 50 RMB virtual gift), make ARPU (average revenue per user) grow 25%. IDC report point out, this type strategy can reduce user price sensitivity (elasticity coefficient from -1.2 become -0.8), long-term enhance brand loyalty.
