Do not learn the membership system of pyramid schemes and micro-business, it is not a good membership system!
Editor’s note: This article is from WeChat public account “Zhang Dongwei” (ID:dushibuluo) , author Zhang Dongwei. The original title “How to do a paid membership system? 》
This is an era of universal VIP.
The most recent screen is “Ali 88 member”. Since its launch on August 8, 2018, it has integrated Ali’s Tmall, Shrimp, Youku, Taobao tickets, etc. with the “Ali No. 1 Project”. Service.
As one of the famous representatives of membership services, iQiyi announced on August 20th the unaudited financial report for the second quarter ended June 30, 2019. According to the financial report, in the second quarter of 2019, the iQiyi member service income was 3.4 billion yuan, which became the platform for the number of subscription members in the domestic video website to break through 100 million. By the end of the second quarter, the number of subscription members reached 100.5 million, the subscription membership increased by 50%, and 98.9% of the subscription members were paid members.
The VIP membership system is becoming a major growth driver for the Internet platform.
First, why do membership?
My earlier article, “Internet Platform 2019: Bet on Endogenous Advertising, Content E-Commerce, and Membership,” has already stated that today’s user growth dividends are no longer exploding, through endogenous advertising. Exploring the stock market, developing incremental markets through content e-commerce, and ensuring continued growth through membership is already an essential strategy for the Internet platform in 2019.
Why do membership?
Because the nature of marketing is moving from “commodity as a link” to “human-to-human”.
The essence of marketing has changed from selling goods to operating users.
In the past, the industry chain “products – channels – sales – services” has become “pull new – retained – promoted – transformed.”
In this new chain, “retention” becomes the core function point. In order to ensure retention, a strong relationship must be established with the user. The membership system is a direct expression of this strong relationship.
