New Thoughts on Web3 Rise: Challenges and Opportunities of Social Fracture in Different Markets

As Web3 projects expand globally, how to break through the rise bottleneck caused by regional cultural differences has become a key issue. The social fission model that has been highly successful in the Asian market has repeatedly failed in the European and American markets. This phenomenon reflects more complex cultural differences and user psychology behind it.

Asian Market: A Fertile Ground for Social Splits

In Asia, social裂变 marketing has achieved great success. Taking a well-known e-commerce platform as an example, the platform achieved an astonishing rise in annual active buyers to 788 million in just 5 years, becoming the second largest e-commerce platform in China.

This success can be attributed to the following points:

1. A strong foundation of collectivist culture: Asian societies have complex interpersonal relationship networks, and people have a strong sense of group identity, viewing the sharing of discount information as a way to maintain relationships.

2. Highly digitalized social environment: The combination of a comprehensive mobile payment system and high-frequency social media usage habits has given rise to a mature digital social culture.

3. Accurately grasp user psychology: Successfully transform the individual behavior of "saving money" into a social topic, reduce marketing traces through gamification mechanisms, and cleverly utilize the power of the community to create a strong sense of participation.

This successful model has since been widely adopted in the Southeast Asian market, with several local social e-commerce platforms demonstrating strong vitality in markets such as Vietnam and Thailand, fully illustrating the high compatibility of this model with Asian culture.

European and American Markets: Challenges and Opportunities Coexist

A well-known e-commerce platform's overseas version modified its social fission model when entering the US market. The rules of its referral reward program are simple but effective: users can earn cash rewards by inviting new users to register through social platforms, with higher rewards for more invitations. Although this mechanism cannot fully replicate the original model due to local legal restrictions, it still successfully triggered viral dissemination.

Data shows that the platform ranked first in the iOS free download chart in the US for 28 consecutive days in the first month of 2023. By the end of 2023, its monthly active users were second only to Amazon, achieving approximately $16 billion in GMV within a year, surpassing competitors that have been deeply engaged in the market for a longer time.

However, this may be one of the few successful cases of social裂变 in the European and American markets to date. Over the past decade, several well-known platforms' attempts at social裂变 have encountered setbacks, due to reasons including users' aversion to "spam-like" invitations, concerns about privacy, and the fatigue brought about by continuous marketing messages.

Nevertheless, there are still huge opportunities in the European and American markets:

1. A large user base provides ample rise space for the project.
2. Users have a high level of digital acceptance and are accustomed to switching seamlessly between multiple platforms.
3. The current competition level among Web3 projects is relatively low, and there is still room for optimization in user acquisition costs.
4. The market has a high acceptance of innovative marketing models, providing opportunities to redefine social fission.

The Dilemma of Social Fission in the EU and US Markets

Promoting social裂变 in the European and American markets faces the following challenges:

1. Individualism Tradition: Users have a strong awareness of personal boundaries, remain vigilant about marketing information, and place great importance on the protection of personal privacy.

2. Social pressure: Users worry that commercial promotion activities will affect real social relationships and are reluctant to be labeled as "marketers."

3. Difficulty in building trust mechanisms: Cryptocurrency-related projects generally have low trust levels in these regions, and users maintain a cautious attitude towards emerging technologies.

4. High requirements for marketing methods: Direct incentives often have poor results, requiring more refined value delivery methods.

Breakthrough Strategy: Redefining Social Fission in the European and American Markets

To achieve breakthroughs in the European and American markets, the following strategies are needed:

1. Transition to a "value-sharing" model: highlight individual gains rather than community pressure, emphasize users' autonomy in choice, and focus on building positive sharing motivation.

2. Localization of gamified design: Focus on personal experience, reduce obvious marketing traces, and provide users with personalized participation methods.

3. Utilizing smart contracts to automate reward distribution: ensuring fairness and transparency throughout the process, building trust.

4. Focus on transparency, autonomy, value orientation, and privacy protection.

5. Utilize technological innovation: Leverage no-code tools and powerful data analysis capabilities to optimize decision-making and user experience.

6. Combine with other marketing methods: such as the dissemination of social media content by KOLs or Influencers, paired with social fission, to achieve better results.

Future Outlook: A New Paradigm for Social Growth in Web3 Projects

With the global development of Web3 projects, how to achieve effective user rise in different cultural contexts will become a key issue. In the European and American markets, social fission requires deeper localization transformation and innovation. With the development of a new generation of social protocols and decentralized identity solutions, social fission may welcome new opportunities.

By using the right tools and strategies, combined with a deep understanding of local user psychology, Web3 projects can discover new paradigms for social rise suitable for the European and American markets. In this process, flexibility, transparency, and user experience will become key factors for success.

In the global Web3 rise competition, the real winners will be the pioneers who can adapt to local conditions and innovate. Only by truly understanding and respecting market differences can one gain an advantage in the wave of globalization.