Global Thinking on Web3 Rise Strategy: Cross-Cultural Adaptation of Social Fission Model

In the wave of global expansion of Web3 projects, how to overcome the growth bottleneck caused by regional cultural differences has become a key issue. The social裂变模式 popular in the Asian market has faced challenges in the European and American markets, reflecting deeper cultural differences and user psychology.

Asian Market: A Successful Place for Social Fission

Social viral marketing has achieved tremendous success in the Asian market, and a well-known e-commerce platform is a typical case. From its establishment in 2015 to 2020, the platform achieved an astonishing rise in the number of annual active buyers to 788 million in just 5 years, becoming the second largest e-commerce platform in China.

This success is primarily based on the following factors:

1. A strong foundation of collectivist culture. Asian societies have dense interpersonal relationship networks, with a strong sense of group identity, and sharing preferential information is seen as a way to maintain relationships.

2. Highly digitalized social environment. The combination of a完善的移动支付体系 and high-frequency social media usage habits has given rise to a mature digital social culture.

3. Precise understanding of user psychology. Successfully transforming "saving money" into a social topic, reducing marketing traces through gamification mechanisms, and leveraging community power to create a strong sense of participation.

4. A deep understanding of local user behavior patterns. Perfectly combine the concepts of "saving money" and "social interaction" to create a unique "social + business" model.

This model has since been widely adopted in the Southeast Asian market, with several local social e-commerce platforms demonstrating strong vitality in countries like Vietnam and Thailand.

EU and US Markets: New Challenges in Social Fission

A certain cross-border e-commerce platform, as an overseas version of the above model, modified the social fission model when entering the U.S. 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.

The data shows that the strategy is effective: in the first month of 2023, it ranked first in the free download charts for iOS in the US for 28 consecutive days, and by the end of the year, its monthly active user count was only second to a certain e-commerce giant, achieving approximately $16 billion in GMV within a year.

However, this may be one of the few successful cases of social fission in the European and American markets. Over the past decade, several failed cases are worth pondering:

• A "recommend a friend" program launched by a social media giant has adjusted its strategy due to user backlash.
• A certain group buying platform's excessive reliance on high discounts and social pressure has led to user loss and a significant shrink in market value.
• A recommendation program for a certain instant messaging application has not performed well due to users' concerns about privacy.

These cases reveal the uniqueness of the European and American markets: users have a strong awareness of privacy, remain vigilant towards commercial promotion, and the tradition of individualism makes users unwilling to be labeled as "marketers."

However, recent data shows that the European and American markets are not completely rejecting social裂变. The number of users on a certain instant messaging platform has surpassed 950 million, with over 10 million paying users, a significant portion of which comes from Europe and Russia. In 2024, acquiring customers for Web3 projects within this platform's ecosystem has become a clear trend.

The Dilemma of Social Fragmentation in the European and American Markets

Culturally, the individualism tradition of Western society sharply contrasts with the collectivism of Asia. Users generally have a strong awareness of personal boundaries, remain vigilant towards marketing information, and place great importance on personal privacy protection.

Social pressure is particularly evident in the European and American markets. Users are generally concerned that commercial promotional activities will affect real social relationships and are reluctant to be labeled as "marketers."

The construction of trust mechanisms faces greater challenges. Cryptocurrency-related projects generally have a low level of trust in these regions, and users maintain a cautious attitude towards emerging technologies. Building trust requires a longer process and more effort. At the same time, users in Europe and America have higher demands for marketing methods, and direct inducements of benefits often have poor results.

Breakthrough: Redefining Social Fission in the European and American Markets

To achieve a breakthrough in the European and American markets, the primary task is to implement a strategic transformation. The traditional "pressure marketing" model needs to be changed to a "value sharing" model. When designing rise strategies, it is important to highlight individual benefits rather than community pressure, emphasizing users' autonomy in choice and focusing on building positive sharing motivations.

Gamified design also requires localization. In response to the psychological characteristics of users in Europe and America, the interactive mechanisms should pay more attention to personal experience, reduce obvious marketing traces, and provide users with personalized participation methods.

For Web3 projects, social fission has a unique advantage: the automated reward distribution mechanism implemented through smart contracts can ensure fairness and transparency throughout the process. Projects can put the invitation records and reward distribution process on the chain, allowing each participant to verify the fairness of the activity.

When implementing specifically, it is important to pay attention to the following key points:

• Transparency: Clearly present rules and reward mechanisms to build trust.
• Autonomy: Provide users with ample choices, avoiding coercion.
• Value-oriented: Highlight personal gains rather than social pressure. In the Web3 space, "gains" can be set as whitelist eligibility, points, tokens, or NFTs, combining industry characteristics.
• Privacy Protection: Strictly comply with local regulations and respect user privacy preferences. Social fission activities in the Web3 field can utilize blockchain technology to ensure privacy protection for sensitive information such as participants' wallet addresses.

On the tool level, technological innovation will play a key role. The emergence of no-code tools has significantly lowered the barrier to entry, enabling operation teams to quickly adjust strategies. Strong data analysis capabilities provide support for decision optimization, helping projects better grasp user needs.

In addition to social裂变, other marketing methods can also be combined for a multi-faceted approach. Web3 projects can leverage industry characteristics by using KOLs or influencers for social media content dissemination, paired with social裂变, to achieve better results.

New Paradigm of Social Growth for Web3 Projects

With the global development of Web3 projects, how to achieve effective user growth in different cultural contexts will become a key issue. In the European and American markets, social裂变 is not impossible to achieve, but requires deeper local transformation and innovation. Especially in the Web3 field, with the development of new generation social protocols and decentralized identity solutions, social裂变 may welcome new opportunities. These technological innovations not only better protect user privacy, but also provide more diversified value delivery methods for social裂变.

By using the right tools and strategies, combined with an in-depth understanding of the local user psychology, Web3 projects can completely find a new paradigm for social rise suitable for the European and American markets. In this process, flexibility, transparency, and user experience will become the key factors for success.

In this globalized Web3 rise competition, the real winners are not the imitators who simply replicate successful experiences, but the pioneers who can adapt to local conditions and innovate breakthroughs. Only by truly understanding and respecting market differences can one gain an advantage in the tide of globalization.