When The Internet Traffic Is Switched To "Reserved" Operation

This year's 618 has ended. After more than 10 years, Dazu faces some new examination questions. The dividend of mobile Internet has been fully released, and the peak of traffic has become a common feeling of the industry. More and more brands and businesses shift their short-term goals to longer-term management. How to create emotional links with tens of millions of customers through product experience and service is placed in a more important position.

This emotional link is most directly reflected in the construction of the membership system.

Costco, once regarded as a learning object by the retail industry, attracts customers by selecting commodity SKUs and low gross profit prices, thus leveraging the business model of member economy. Members can also buy 1499 yuan / bottle of Feitian Maotai liquor in the store. In exchange for higher customer service value, such as customer service discount and stickiness, it is more valuable to exchange customer service with customer service discount and stickiness.

People are the origin of all businesses, and the ideal state is that "user first" can promote enterprises to reconstruct all links of business chain, such as R & D, production, marketing and organization. Adidas (hereinafter referred to as Adidas) impounded water for 618 through interesting competitive interaction, and the members of tmall platform pulled new weight, with a year-on-year growth of more than * *; Now half of the turnover of Xiaopeng Auto's official flagship store comes from its members.

When Internet traffic is switched to "reserved" operation, platforms and brands that put DTC (direct to customer) mode into c-position are changing their attitudes towards members and private domain from "do you want to do it" to "how to do it and how to do it". After 618, "e-commerce online" talked to ADI, FILA kids, Xiaopeng automobile and other brands. In the past, they only looked at the promotion of Gmv. The CEO of the enterprise is now thinking about new problems: where do my users come from? How can my members create greater value for me?

　　 Transfer of member value

As early as the 18th century, the retail stores in the United States learned the skill of "steel collar" to maintain customers. At that time, it was considered as a marketing method: as long as you buy goods, you can collect steel shoes, and you can exchange them for goods. In the 19th century, the "ticket" with lower cost was replaced by "steel belt", which further laid the groundwork for the birth of membership system.

Since the development of the membership system, there have been various forms of play:

The most basic point system, which typically represents Starbucks, consumes less than 299 stars, that is, green card level. If the number of stars exceeds 300, it will be upgraded to gold card level to unlock more rights and interests; Paid subscription system is not uncommon. Amazon is used to it by paying a monthly or annual fee to become a VIP; Sharing cooperation system, such as 88vip, is a combination of members from multiple platforms

It is not difficult to find that the birth of members is almost always related to "long-term". The platform hopes to bind consumers with "members" and let them create more value for them in a longer period. Nowadays, when people's consumption habits begin to migrate online, the value is still becoming rich, not limited to selling goods. When every consumption record can be recorded and analyzed, the platform can capture consumer preferences and market trends through members' consumption behavior, and even create products with members.

Under such imagination, almost every platform hopes that you can feel a sense of preference and belonging from the identity of "member". Just ushered in the finale of "Menghua Lu", members can not only let the stars accompany the drama, but also unlock the finale a week in advance; Walking into the offline shopping mall, every smiling cabinet sister will remind her when checking out, "if you become a member now, you can give an extra gift."; Even on New Year's day and your birthday, they are the first to send you a blessing message.

But back to the reality, "members" often do not play its great value, but a string of numbers lying in the list of social software that are hard to be "promoted". This is due to the fact that in the era of traffic, the demographic dividend of traffic makes the operation of platforms and brands for members extensive. Business growth can be achieved by marketing. A single discount price may persuade a consumer to fill in information and become a nominal member.

However, becoming a member is only the first step, and the long-term value of a member can be determined by the refined operation such as the retention and transformation of members. Once again, how to tap the new demand of consumers. In addition to linking enough consumers, the technology, products and tools provided by the platform are key.

According to the relevant person in charge of ADI, before the opening of 618 warm-up this year, ADI launched a member week challenge in tmall: x-time limited warm-up. Through the interesting competitive interaction and experience reward, the water storage was greatly promoted and more than 100000 new members were successfully obtained; FILA kids subdivides the membership level, uses different member exclusive coupons and different exclusive customized gifts for touch to reach conversion. The store entry rate of old members increased by 5%, the conversion rate of first purchase increased by 13% month on month, and the customer order increased by 11% year on year. Xiaopeng automobile also revealed that half of the turnover of the former tmall store was from its members.

　　 Digging for the next gold mine

Why does every brand start to emphasize membership?

Generally speaking, the cost of getting a new customer through the Internet is more than five times that of maintaining an old customer. Recalling old customers, let them become members and place more orders has become one of the important strategies of the platform and businesses.

In the e-commerce system, jd.com, which is self-supporting, promotes its own plus members, and Taobao tmall is more widely known as 88vip. The common point is that they are platform VIPs, integrating multiple businesses and more comprehensive rights and interests online and offline; But now, the platform is more and more emphasized to let the store precipitate its own brand members and operate "user assets" instead of simply putting in traffic.

In fact, there are two different logics: take Ali as an example. 88vip includes the rights and interests of eating, playing, listening and watching (Youku, shrimp, hungry, tmall, panning tickets, etc.). Its essence is to infiltrate cross category and cross crowd consumption, and get new traffic growth. The audience watching on Youku can also buy movie tickets with ticket shopping tickets, and increase the total output value by platform members.

Expanding the public domain traffic pool is a common method in the era of traffic. However, paying attention to brand members means that the platform is changing ideas, serving businesses, and enhancing the total output value by deepening the membership value of each brand. The combination of public domain and private domain becomes particularly important.

According to the relevant person in charge of ADI, "before 2020, many brands have captured a wide range of public domain traffic, but with the gradual peak of public domain traffic and the rising cost of acquiring customers, private domain operation has gradually been taken seriously. How to transform these public domain traffic into private domain traffic and how to do well in the whole domain operation of private domain traffic have become the main topic of the brand."

Xiaopeng also said, "the rise of private domain can be said to be the anxiety of brand increase. For us, building private domain traffic can effectively reduce the marketing cost, at the same time, it can also drive fans to actively share and spread, which is also an opportunity for brand to increase its reputation." During 618, we also customized special members' thank-you gifts with tmall brand member club. Members gave half a year 1500 degree electric card and free trial of G31 to realize tram freedom;

Secondly, the value of brand membership is obvious. According to a person in charge of filakids, in 618 of this year, filakids has customized VIP annual membership special session for its members in advance. Brand members have completed the six related tasks of joining members / following stores / shopping in stores / watching live broadcast / purchasing goods / 10000 yuan joining ceremony, collecting fragments to unlock DIY of digital children's wear and challenge of making the list. In the end, the purchase frequency of the whole store members is twice that of ordinary customers, The average transaction amount of joint and several customers is 2 times that of ordinary customers; The relevant person in charge of kovos added that the unit price of members is 1.3 times of that of non members, and the repurchase rate of members is 1.6 times that of non members.

More stable value output, so that the importance of "members" in the eyes of the brand side continues to increase. In 618 this year, whether it is Taobao tmall, Jingdong or pinduoduo, pure data growth is no longer the first goal of e-commerce platforms. Just as Inman seems to be "lying flat", but in fact it is changing its focus on products and services, the strategy of the platform is also changing: it pays more attention to the maximization of "consumer life cycle value".

Previously, in an interview with e-commerce online, the president of Taobao tmall industry operation and Development Center revealed that even some leading enterprises have about 20 million loyal users who can operate user value. While Taobao tmall has 1 billion AAC, between 20 million and 1 billion, there will be a huge space for penetration.

　　 "Focus on improving the ability of private domain tools to help businesses build private domain in tmall, so as to guide the large market AAC into brand AAC, and fully explore the huge space and opportunities of cross category. The platform will also help businesses get through the online and offline membership system, and truly form the consumer assets of businesses' overall operation through the platform's in-depth insight into user behavior. I firmly believe that Taobao Tmall platform must be the most effective place for brands to deposit consumer assets. " Dai Shan, President of Alibaba's domestic digital commerce sector, said.

　　 "Retention" is more important than flow

The membership system has existed for hundreds of years, but it is still not easy to manage the membership.

"E-commerce online" has interviewed merchants selling tourism products in tremon. Through customer service, the merchants guide consumers to wechat, open up a private domain in wechat public account and community, and remind users of the live broadcast time of Shuo Yin through wechat every day.

"The big problem is that wechat can't display commodities, so it can't form evaluation interaction. However, tourism products attach great importance to the evaluation system, and the cost of operating and maintaining the community is very high. If you want to keep the attention, you need to continue to invest in the production content, but in fact, the transformation effect is not good."

Whether they have trading mentality and platform ecology, whether they have perfect member operation tools have become the problems that brand owners think about. Relevant responsible person of Xiaopeng told reporters that they summarized a set of methodology on Taobao tmall to get through the public and private domains:

The first stage is to attract new customers by highlighting product selling points and polite interaction;

Step ? is to make the content, so that the public domain traffic pool ?????????????????????????????????, such as the currently operating browsing / short video / member group, highlighting the product features;

The third step is to give full play to private domain traffic and build a good customer relationship through high-quality products and services.

These three steps actually point to the crowd operation label. "E-commerce online" learned that since this year, Taobao tmall is building CRM data background and other products, so that businesses can better segment the operation actions of different member groups according to data analysis, and realize the life cycle management of key members such as member recruitment, promotion, retention and recall. In addition to better member experience, it can also improve the conversion rate of members.

Every member of ADI has access to different levels of the relevant channels. The brand will carry out directional communication according to the different life cycle and interaction behavior of members in adiclub, and reach the members with appropriate communication frequency and mechanism and exclusive membership rights and interests. Take 618 in the past as an example. Every time ADI promotes, a large number of new members will be recruited. Once members miss this transformation period, the difficulty of later transformation will be increased.

This year, for the newly added members, they have integrated the rights and interests experience of 88% off the first order of the omni channel, and the first single gift money of the members using the platform of tmall flagship store has re engraved this right. In addition, it is also a good time to promote the purchase of non purchased members with a cumulative amount of 0 yuan. Through directional invitation and the first purchase gift distribution mode, we can promote the transformation of existing unsold members, and the sales contribution of 618 members has reached a new high.

Filakids, on the other hand, said that it paid more attention to the perfect operation mode such as membership rights, new playing methods and data analysis

　　 "In terms of member rights and interests, Taobao tmall can provide members with exclusive coupons, exclusive gifts, member challenge plans, and limited lottery access for members, and provide thousands of member circle selection to wake up the differentiation of thousands of people and thousands of aspects; in terms of bringing in new methods, there are various channels, which can continuously accumulate members by using direct broadcasting, inviting new players and other games; the data analysis system can provide members to pull Data analysis from various dimensions, such as new, transaction contribution, customer order, and activity, can provide more accurate insight into members and refine member management and operation. "

The emerging e-commerce platform, which still needs to make up lessons in consumer repurchase and private domain traffic cultivation, has become increasingly clear that "retention" is more important than traffic. After launching the product function of merchant member communication last year, Shuo Yin released the 2022 merchant membership plan this year to provide ladder support for businesses, aiming to help businesses build their own private domain traffic database.

From the incremental market to the reserved market, both brands and platforms need to change their eyes and turn to a more long-term and stable operation mode. In this process, the relationship between the two sides is not a simple transaction relationship. The platform is more like a "strategic center" of the brand, similar to the role of a think tank. More complex trading links, more yuan trading channels, richer consumer demands, new products, members, content, ecology and data jointly add weight to the growth of the brand. This is not the past era.