Roughly, I have at least ten kinds of membership services for various Internet services. The video sites have B stations, Tencent videos and iQiyi, and the music service has Netease Cloud Music’s vinyl VIP, and I subscribed to Apple Music, and other members include e-commerce, take-out, reading, and more.
If you count the game cards every day to collect diamonds and the like, then more. It can be said that not only members of the game industry are more common, but the entire Internet industry regards member business as a top priority. Of course, membership business is important because some businesses need to make money directly from member recharge. It is a tool to treat members as a long-term business and maintain a core user group.
Another member mode
How does Netease quietly make this NetEase game super member, and how is it different from the weekly card month card that urges the player to lead the diamond on the line every day?
I am a member of the B station, I want to see anime that only members can see, and members can unlock higher video clarity. I am a member of Netease Cloud Music because members can hear better sound quality songs. The most unfortunate member is of course the Baidu network disk, because the free version of the download is too slow, life is too short, I want to hurry.
In fact, video music and members of the network disk are essentially a kind of goods. When you buy this kind of goods, users can enjoy the corresponding services. Even the monthly card of many games is similar, with one hand paying money and one day on the line to lead the diamond, which day leaksLose it, this road is a bit similar to the gym card. However, the daily motivation and perseverance of gamers is much better than going to the gym.
However, the NetEase game super-member is completely different from the game month card. The former covers almost all of Netease’s self-developed games, and the rights are diverse. The discount, exclusive, and rebate types are the main types, rather than direct game props.
The props in the game are virtual items. They are priced through the in-game economy. Each virtual benefit given to the user is a cost, and the right to use for up to one year. For the applicable users, In less than three or four months, you can return to the book, and the rest are benefits. Of course, if you are not sure if you can play for so long, can you use these rights, super members can not buy first, and will not affect the game experience. The essential logic is that this 328 yuan one-year super member is a core user group to gather and reward Netease games.
From this point of view, although they are called members, Netease game super members, and video members are actually two completely different business models, and their product logic is completely different. The former is like a sea-fishing hot pot, hot pot and service are the same, snacks and nails are in parallel; the latter is like a buffet, no one is open to eat, but the food is taken.
The essence of membership is to build brand loyalty
It is worth noting that the Netease game’s paid membership system, as well as a Netease member, including the year’s game super members, NetEase koala black card, Netease strictly selected super members, Netease cloud music vinyl VIP and NetEase Mailbox V66 member.
Netease members are like “netYi Quanjia barrel”, packaged for 898 yuan a year, is a 20% off separately. As long as it is a member of the Netease Game Club V5 and V6, it will immediately become a diving price of 98 yuan a year. Look at the price may have many people will circle What are the V5 and V6 members? Why can I buy NetEase members for 98 yuan, and is cheaper than a single 328 yuan NetEase game super member?
Netease game members are free membership systems of Netease games. There is no threshold to join. The popular saying is that “coming is a brother, brothers are hacking together.” V5 and V6 are the hardcore players of Netease games, generally games. A lot of investment can reach this level. For this group of people, the expenditure of 98 yuan is really nothing. Therefore, this Netease member is more like Netease giving back to their core loyal player base.
As long as you reach the V5 and V6 of the NetEase Game Club, you can buy a NetEase family bucket for 98 yuan.
So, who is buying a Netease game super member?
One myth about games is, what do we want to get when we play games? The answer to many game makers is two words: happy.
Of course, there are many ways to make happiness. The simplest and roughest “one knife 999” is the feeling of being full of gods and swords. However, many times, with the sneak peek of the Dragon Slayer, there is only an endless emptiness after a brief pleasure.
So the problem is coming, becoming a NetEase game superLevel members, what can these core players get? Is it a knife 999?
In terms of the portraits of Netease game super-members and the rights and prices of this member, the price of 328 yuan is actually quite high for the Weifang Party and the Zero Party, and those who are “first charge” 6 yuan The strategy of sending God’s pets and refilling 18 yuan to send God will be completely different. The rights and interests are also transparent. I can see that I am big, but the price is not deceived.
According to my observations, most of the super-members are those who plan to play a certain NetEase game for a long time, or have played a lot of NetEase games. Every time they want to play a new game, they will first look at those who are Netease games.
It is understood that last year’s game super members first time the new tour recharge rebate only arranged the new online game at the time (“after tomorrow”), the recent scope expanded to as long as the player has not played Netease games can be regarded as “new tour “. This is a good thing for players who like to try new games. After all, Netease’s games are so many. It is normal to play three or four games a year. It is easy to offset the 328 yuan membership fee.
For players who only play 1 or 2 games in a short period of time, the triple gift packs, member mall discounts, and exclusive privileges that are regularly collected are designed for them. If you want to change other games, you can re-bind. In short, this NetEase game super member is more like a work of paving the way to bridge, either let the old players happily transition to the new game, or let the loyal players continue to run wildly on the road of cultivation of the old game.
Super members cover 20 or 30 Netease self-developed popular games. For the different interests of curious players and long-lasting players, the combination of quick-frozen and slow-heating rights is also hidden in the next big game: many players Because of this super member, it will gradually develop the binding with the game brand, whether it is “Fantasy Westward Journey”, “Westward Journey”, “Yin and Yang”, or “Wildness Action”, “The Land of the Earth”, “The Five Personality, as long as it is a game of Netease, it will do.