Before the Double 11 event, all e-commerce platforms were reducing the price of their own "membership cards". For example, users with Ali's 88 VIP card can enjoy discounts on 388 new Tmall brands on Double 11. With a 5% discount, NetEase Yanxuan super members can receive exclusive 25% discount coupons, etc. It can be seen that membership card is an important measure to retain users for e-commerce. The existence of membership cards can retain new people for e-commerce, and also lock in existing users, so various e-commerce companies have launched "membership systems" to sink the market.
Amazon, Ali, and Suning, their respective strategic significance Before the arrival of Double Eleven, Ali had already prepared new ways of playing such as small black groups to share red envelopes and pk popular winners to win energy. Among Fax List them, Ali's 88VIP membership card also appeared in the user's field of vision. Looking back at other e-commerce companies, in fact, the membership system has already been launched. Let's take a look at the pattern of each membership system. 1. Amazon Prime The membership fee is between 288 and 388, free shipping for domestic orders with zero threshold, and free shipping for overseas orders over 200.
Now the global Prime membership user scale has reached 100 million. Among them, Amazon played the main logistics card for Prime members in the early days, which is a great contribution. Speeding up logistics is the most attractive to users in the U.S. market environment with high labor costs, providing fast and free distribution services to a large extent to attract a large number of users to shop, thereby obtaining profits to subsidize freight costs. The logistics card works, and at the same time Amazon offers more services and discounts to Prime members.