Alipay ANT FOREST, what are the product routines?

The core function of ANT FOREST is to make a product closed loop around the generation and consumption of green energy.

Try to analyze the product routine of Alipay ANT FOREST from the perspective of bottom logic and bottom driving force.

ANT FOREST is a public welfare action designed by Alipay as the first "carbon account".

The underlying logic of ANT FOREST is that users can reduce their carbon emissions by walking, traveling by subway, paying water and electricity bills online, paying traffic tickets online, registering online and purchasing tickets online, which can be used to raise a virtual tree in Alipay. When the tree grows up, ant ecological partners such as public welfare organizations and environmental protection enterprises can "buy" the user's "tree" and plant a solid tree in a certain area.

From the fundamental driving force analysis, there are the following points:

1. Simple mode: users plant trees, and the props and energy in ANT FOREST are generated through small games and using Alipay in daily life, without any cost.

2. Socialization: Users can steal energy by adding friends, help collect energy, reward energy, and plant friendship trees and love trees with friends. It not only enhances social attributes and user stickiness for Alipay, but also makes users experience fun.

3. Harvest: Virtual trees planted by collecting energy can obtain environmental protection certificates, rank among friends, and even see the growth of trees planted by themselves through the app. Let users have a sense of gain.

In a word, the closed-loop forest energy collection of "environmental protection/social mentality-driving energy collection-accelerating the use scene of Alipay products-planting solid saplings to realize the psychological appeal of environmental protection-enhancing the product experience and consumption significance of users" can not only meet the needs of users, but also expand the use scope of Alipay products and create greater product self-value.

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