The preferential rights and the privileges of the members are used as rewards to the users.
But look closely, the tactics used by these companies to implement the paid membership system are not the same, let’s make a comparison:
The picture shows the membership benefits of different retailers
Most companies only use the annual fee as the threshold for users, while Costco and Ali 88VIP add another crowd threshold: Costco only does membership business, although each member is allowed to bring X family members into the store, but ultimately save money. The person must have a membership card.
Alpha 88VIP members have the lowest annual fee, but this 88 yuan is only for high-net-worth users with a naughty value of 1000 or more. If the score is less than 1000, the price will be 10 times higher (888 yuan) in exchange for this membership card. In other words, Ali’s membership card is most likely to be a high-net-worth user. The consideration behind the restrictions on which people to do business is related to the accounting, that is, the subsidies are spent on users who can produce food.
If divided by strategy, it can be divided into individual combat and gang-style. Costco and Netease strictly select the membership benefits to attract users, and only provide the brand’s own rights and interests. Netease adopts the member double point system as an additional interest. The shortcoming of individual combat is that the memory of the consumer is not strong enough, and it is more suitable for relatively high frequency and high viscosity services.
And from the strategies of several other companies, more and more merchants have formed alliances and bundled rights in order to increase the attractiveness of membership cards. For example, iQiyi has united Jingdong, and knows that it has united. In the two cases, Box Horse is united with Ali Alipay. The 88VIP membership system alliance has joined the overseas companies such as Marriott and Ikang Guobin to cover the interests of multiple BUs in Ali, trying to eat, drink, play, Music and travel are all packaged and covered.
However, if the paying member wants to take another step, the ceiling is also obvious. The burgeoning of paid members in China was that they followed the Wal-Mart Sam Store in Shenzhen in 1996. After that, foreign companies such as Metro and Pulsmatt entered China in the same mode, but today, apart from the Sam Store, these paid members are almost completely annihilated because Chinese users do not have enough prepaid minds.
The above-mentioned companies that started membership last year have mostly Internet online business. In the first- and second-tier cities where users cluster, the baptism of a round of knowledge payment has already taken place.