Apr 12, 2022
In Welcome to the Forum
Before Sam cultivated the market, the Chinese retail market did not show much enthusiasm for membership-based retailing. It was not until 2016 that and Amazon began to test the paid membership system. Later, membership-based retailers such as Taobao 88VIP, Suning SUPER VIP, Intime intime365 members, and Hema Xiansheng X members have sprung up. These membership-based retails have many interesting points in the gameplay, and we can more or less see the shadow of Sam's membership system. First of all, the user positioning of these membership-based retails are all inclined to groups with high spending power. For example, Taobao 88VIP's naturalization rules are: as long as Taobao super members with a naughty score of 1,000 points, they telemarketing list can buy "88VIP" at a price of 88 yuan. However, Taobao members with a non-naughty score of 1,000 points will need 888 yuan to join the ranks of 88VIP. Obviously, the target group of Taobao 88VIP is Taobao super members with a naughty score of 1000 points. So, what are the characteristics of Taobao super members with a naughty score of 1,000 points? Anyone who has used Taobao shopping knows that the naughty value is obtained by spending on Taobao. The more things you buy on Taobao, the higher the naughty value. It can be seen that Taobao members with a naughty value of 1000 points generally have strong purchasing power. In fact, the user positioning of Taobao 88VIP is similar to that of Sam. Sam's target users are mid-to-high-end families. These families have high economic level, strong spending power, and pursue high-quality goods and services. They are also groups with high purchasing power. Therefore, from the perspective of Taobao's membership system, its purpose is also to filter out valuable consumers, which is consistent with Sam's first idea of being a paid member. Second, the privileged services involved in these membership-based retailing tend to be diversified. Originally, "merchandise discount" was a well-known label for traditional members. However, membership retailing today is different. In addition to discounted goods, there are many privileged services of membership-based retail. For example, Suning SUPER VIP not only enjoys the discount of super member products, but also has other exclusive privileges such as 2% cloud diamond rebate.