Cultural Adaptation of Web3 Rise Strategies: Challenges and Opportunities of Social Fission Models in Global 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 works effectively in the Asian market often encounters setbacks in the European and American markets. This phenomenon reflects the complex cultural differences and user psychology behind it.

The Success of Social Viral Marketing in the Asian Market

Social裂变营销 has achieved tremendous success in the Asian market, with a well-known e-commerce platform being a typical example. This platform, established in 2015, achieved an astonishing rise in annual active buyers to 788 million in just 5 years by 2020, becoming China's second-largest e-commerce platform.

This success is primarily based on the following factors:

1. The deep collectivist cultural foundation in Asia. Interpersonal relationships are close-knit, and people have a strong sense of group identity; sharing preferential information is seen as a way to maintain relationships.

2. Highly digitalized social environment. The combination of a well-developed mobile payment system and the frequent use of social media has fostered a mature digital social culture.

3. A precise grasp of user psychology. Successfully transforming the individual behavior of "saving money" into a social topic, reducing marketing traces through gamification mechanisms, and cleverly utilizing community power to create a sense of participation.

4. Deeply understand the behavior patterns of local users. Perfectly combine the concepts of "saving money" and "socializing" 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 markets such as Vietnam and Thailand.

European and American Markets: Opportunities and Challenges Coexist

A certain cross-border e-commerce platform, as the overseas version of the above model, modified the social viral marketing model when entering the U.S. market. Although its launched referral reward program could not completely replicate the original model, it still successfully triggered viral spread. Data shows that the platform topped the U.S. iOS free download chart for 28 consecutive days in the first month of 2023, with monthly active users second only to a certain well-known 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 to date. Over the past decade, several failed cases are worth reflecting on:

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

These cases reveal the particularities of the European and American markets: users have a strong awareness of privacy, are highly vigilant towards commercial promotion activities, and the tradition of individualism makes users reluctant to be labeled as "marketers."

Nevertheless, recent data shows that the European and American markets are not completely rejecting social fission. The number of users on a certain instant messaging platform has surpassed 950 million, with paid users exceeding 10 million, a significant portion coming from Europe and Russia. In 2024, acquiring customers in Web3 projects within the ecosystem of this platform has become an obvious trend.

There are still huge opportunities in the European and American markets:

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

Breakthrough Social Fission Strategy for the European and American Markets

To achieve breakthroughs in the European and American markets, it is necessary to redefine the social fission strategy:

1. Shift from "pressure marketing" to "value-sharing" model, highlighting individual gains rather than community pressure.
2. Localization of gamified design, focusing on personal experience and reducing obvious marketing traces.
3. Utilize smart contracts to implement automated reward distribution, ensuring fairness and transparency.
4. Focus on transparency, autonomy, value orientation, and privacy protection.
5. Quickly adjust strategies using no-code tools and data analysis capabilities.
6. Combine with other marketing methods, such as KOL or influencer social media content dissemination.

Future Outlook

With the development of a new generation of social protocols and decentralized identity solutions, the social fragmentation in the Web3 space may welcome new opportunities. These technological innovations not only better protect user privacy but also provide more diversified value transfer methods for social fragmentation.

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.