With the comparison, the value of the joint card is highlighted, and the consumer can easily decide.
In the pricing of paid members, there is also a method to use the price anchor: the monthly card and the season card are introduced on the basis of the annual card.
For example, the Xiaohongshunian card is 266 yuan, the monthly fee is 22 yuan, and the small red book monthly card is 36 yuan. Although the price is not as good as the annual card, the fee to be paid is lower than the annual card. In addition, in order to solve the problem of cost performance, the function of continuous monthly subscription is introduced. The price of continuous monthly subscription is 19.9 yuan, which is cheaper than the 22 yuan/month of the annual card.
The same is the price anchor, NetEase koala took a different approach. NetEase koala divides members into black card members and red card members. Black card members 279 yuan / year, enjoy 17 kinds of rights; red card members 39.9 yuan / year (renewed fee 66 yuan), enjoy 6 kinds of rights. Divide into two types of cards through different combinations of interests. Users who have not handled it can spend less money to apply for a red card. When they have experienced membership rights and want to do a black card, if the money in Red Card Province is two or three hundred dollars, the user can easily handle the black card.
Before the launch of the red card by Netease Koala, the “3-day free trial” function was launched, which, like the rights of the red card, can enjoy some rights. Later, it should be considered that the “3-day free trial” brought about a jagged user, and the experience time was not long enough to be effectively converted, resulting in excessive cost and a red card.
Jingdong PLUS, Amazon, one, box horse, etc. also have a free trial, the trial time is generally 7 days / 30 days. In order to stimulate the user to apply for a full membership after the expiration, the Jingdong trial member’s 10 times Beijing Bean (Points) obtained during the trial period must be received after the official registration of the card.
I used to buy a million SLR for the free trial of Jingdong PLUS, which saved me 500 yuan. However, because I didn’t have the shopping habits in Jingdong, I didn’t feel that I would have a long-term “provincial” for my membership card. Money, no formal membership after the trial expires. At this point, I am not a loyal user of Jingdong, and the value of Beijing enjoyment has dropped below 1000. Therefore, when designing a paid member, think about “Who is our loyal user or potential loyal user?” And how to design “de” and “province”, especially “province” “customers can save money in the future.”
Save Money Calculator
The user grouping mentioned above is based on the overall performance of the past year, while the money-saving calculator is based on the consumption of the past year.
Before the card is not processed, the number provided by the money-saving calculator will be based on the average value of the membership card. The Jingdong PLUS on the left side of the above picture “averages 814 yuan to become a PLUS Jingdian card member”; after the membership card is activated, It becomes a personal data that stimulates your renewal. As shown in the figure above, Netease strictly selects “Super Member has saved you 1531.78 yuan”.
At the time of data analysis, we found that users who saved “annual fee *2.5 times or more” a year suddenly increased their renewal rate. For users who reached 2.5 times but did not renew, we conducted user interviews in which members told us that they did not know that they saved so much money. When a member knows that the paid members last year saved 4 times, they will pay for the renewal on the spot.
Because the money-saving calculator is hidden in the member page, it is normal that it will not be opened. It needs to be exposed to let the member know. In conjunction with the idea of a money-saving calculator, we will launch an “Annual Billing” campaign before the annual Spring Festival. Through the annual bill, the user can know how much money is saved, and then enjoy a certain deduction in combination with the early renewal fee, and the user’s renewal rate will be very high.
The annual renewal fee is more than 2.5 times higher than the principle of loss avoidance (loss avoidance: positive effect *2.5 = negative utility, such as 100 yuan for gambling, you need to earn 250 yuan to offset). The key to 2.5 times is “get” and “province”. We mentioned “get” = annual fee * 1.5 times, “province” = annual fee * 1.5-2.5 times. And “province” is to cultivate the consumption habits of users on their own platforms.
The above is an anatomy of the ten-e-commerce e-platform paid membership policy from the “flower” dimension using the “flowers to enjoy” model. At the same time, we divide the paid membership of e-commerce platform into three categories: acquisition, province and enjoyment.
Among them, “Yes” is a card-opening package, which is divided into two types of coupons, including coupons and coupons. The “province” can be divided into daily discounts, regular activities, fixed benefits, buy-backs, and irregular benefits. There are 13 kinds of categories, and “Enjoy” is divided into 9 categories: 4 different types of business cooperation, service, privilege, and fission. Due to the length relationship, the other three dimensions ““, “province”, and “enjoy” are no longer expanded.
About how to design the membership benefits of the e-commerce platform, we invited the vice president of ebay, the CEO of the original top new retail group Hu Xingmin and its team for nearly 30 years of retail/internet work experience. , cooperate with Kailu 21 Antenna Training Camp – “Membership System and Membership Growth Model” , a comprehensive and detailed explanation will be given to you in the course.
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The training camp was officially opened on Wednesday, 10.23 (
Original price of 799 yuan, early bird price of 599 yuan
The seats are limited. Click on the map below to book now
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The top 1% of experts in the membership field will help you clarify your thinking
Build a “sustainable growth” membership system for 21 days!
Ordering Instructions
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Course form: video + audio + PPT. It can be heard back and forth during the three-month validity period.
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How to enter the group: Please add Kaikaijun friends (WeChat kaikejun) after the registration, provide mobile phone number + purchased screenshots;
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If you need to issue an invoice, add Kaijunjun to provide billing information.