How to build the NetEase Yanxuan membership system?

NetEase Yanxuan, a self-operated lifestyle e-commerce brand under NetEase, has a membership system divided into tiered members and super members. NetEase Yanxuan adopts the ODM model (original design manufacturer), uses the same materials as big brands to manufacture products, and sells them at prices lower than those of big brands, which is deeply favored by users. With excellent reputation and loyalty, the membership system allows user loyalty and reputation to soar, bringing more word-of-mouth marketing and increasing overall sales.

How to build the NetEase Yanxuan membership system?

Membership system = basic system (growth system + task system + rights and interests library) + points system (optional) + incentive system (optional)

According to the above formula, we will disassemble NetEase Yanxuan’s membership system!

1. Basic system

A: Growth system

NetEase Yanxuan established a membership system to increase transaction volume. The membership levels of this model will be controlled below 10 levels.

As shown below

NetEase Yanxuan has set up 6 levels, from V1 to V6. The growth value required for each level of membership is different, and there is no threshold for NetEase Yanxuan members. As long as consumption occurs, the membership status will be automatically activated and enter the membership system.

• V1=1-9
• V2=10-499
• V3=500-1999
• V4=2000-4999
• V5=5000-14999
• V6=15000 or above

Its growth value formula is simply summarized as:

Growth value = shopping growth value + task growth value - refund growth value

The specific contents are as follows:

Shopping growth value = transaction amount

Task growth value = first purchase + evaluation + shopping days + complete personal information + mobile phone number binding + payment password + sharing recommendation

Refund growth value = refund, which is the growth value obtained by deducting the original order from the refund amount of the product.

B: Equity Library

The level corresponds to the rights and interests library, and different levels enjoy different rights and interests. The rights and interests library is generally divided into basic rights and interests, marketing rights and interests, and exclusive rights and interests.

Basic rights and interests: security, sharing

Marketing rights: Differentiation, conditional enjoyment

Exclusive benefits: Exclusive for a small amount, showing a sense of nobility

The basic benefit of NetEase Yanxuan is 30-day worry-free returns and exchanges. Marketing benefits include various gift packages and shopping rebates. Exclusive benefits include offline activities and rapid after-sales service.

2. Points system

NetEase Yanxuan's points system mainly consists of two parts: the acquisition of points and the consumption of points. Points are acquired mainly through daily tasks, product consumption, marketing rewards, etc. Points are consumed through user points redeeming mall items, points lottery or consumption discounts.

The points system should be distinguished from the membership system. The membership system is the basic system, and the points system is an optional system, which is mainly intended to increase member activity.

A. Points acquisition: 10% of the shopping amount will be returned as points. For example, if the actual payment is 556 yuan, 55 points will be returned (556*10%=55.6). Secondly, there will be some small tasks to earn points.

B Points consumption: points are consumed by exchanging gifts through backend points

3. Super Member

NetEase Yanxuan launched the "Super Membership" on April 2, 2018. The Super Membership is different from its original membership system. The Super Membership fee is 149 per year.

This is equivalent to adding a super member who can enjoy higher benefits to the original ordinary member.

The rights and interests enjoyed do not conflict with the original rights and interests of ordinary members, and the two types of membership rights can be superimposed.

Super membership benefits are as follows: free shipping coupons, 5% discount, exclusive low prices, free trials, double points, etc.

Always remember this formula: Membership system = basic system (growth system + task system + rights and interests library) + points system (optional) + incentive system (optional)

All membership systems are designed around this formula.

If you happen to be a retail seller, you can directly use the above template to build a membership system.

Author: Nake Member Management System

Source: Nake Member Management System