Cultural Adaptation of Web3 Rise Strategies: Transitioning from Asian to Western Markets

As Web3 projects expand globally, how to break through the rise bottleneck caused by regional cultural differences has become an important issue. The social裂变 model that works effectively in the Asian market often encounters setbacks in the European and American markets. This phenomenon reflects more complex cultural differences and user psychology.

Asian Markets: The Successful Path of Social Fission

In Asia, social裂变 marketing has achieved great success. Taking a well-known e-commerce platform as an example, it achieved an astonishing rise of nearly 800 million annual active buyers in just 5 years, becoming the second largest platform in the industry.

This success is mainly based on the following factors:

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

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

3. A precise grasp of user psychology. Transforming "saving money" into a social topic, reducing marketing traces through gamification mechanisms, and cleverly leveraging community power to create a sense of participation.

4. A deep understanding of the behavior patterns of local users. Perfectly combining the seemingly contradictory 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 multiple local social e-commerce platforms demonstrating strong vitality in places like Vietnam and Thailand.

European and American Markets: Challenges and Opportunities of Social Fission

A cross-border e-commerce platform adjusted its social fission model when entering the US market. The referral reward program it launched, although simple, was highly 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 Asian model due to local legal restrictions, it still successfully triggered viral spread.

Data shows that the platform topped the free download charts on iOS in the US for 28 consecutive days in the first month of 2023. It achieved an approximately $16 billion GMV for the year, with monthly active users second only to a certain e-commerce giant.

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:

• The "Recommend Friends" program launched by a certain social media platform had to adjust its strategy due to user backlash.
• A certain group buying platform overly relied on high discounts and social pressure, ultimately leading to user loss and a significant drop 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 particularities of the European and American markets: users have a strong awareness of privacy, remain vigilant about commercial promotions, 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裂变. The number of users on a certain instant messaging platform has surpassed 950 million, with over 10 million paying users, most of whom come from Europe and Russia. In 2024, acquiring customers through Web3 projects in the ecosystem of this platform has become a clear trend.

There are still huge opportunities in the European and American markets: the large base of active social media users, high levels of digital acceptance, and the relatively low level of competition among current Web3 projects provide opportunities to redefine social fission.

Breakthrough: Redefining Social Fission in the European and American Markets

To break through in the European and American markets, the key lies in strategic transformation:

1. Shift from "pressure marketing" to "value sharing" model, highlighting personal gains rather than community pressure.

2. Localization of gamified design, focusing on personal experience and reducing marketing traces.

3. Use smart contracts to implement automated reward distribution, ensuring fairness and transparency.

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

5. Use no-code tools and data analysis capabilities to quickly adjust strategies.

6. Combine with other marketing methods, such as KOL or Influencer social media content dissemination.

Future Outlook

With the development of new-generation social protocols and decentralized identity solutions, the social fission of Web3 projects may usher in new opportunities. These technological innovations not only better protect user privacy but also offer more diverse value delivery methods.

Project teams need to continuously pay attention to technological development and incorporate it into their rise strategy design. Through suitable 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 the global Web3 rise competition, the true winners will be 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 wave of globalization.