Product operation, understand the product points tiering system in one article!

The purpose of establishing a membership system is to better establish stickiness between the platform brand and users, and to more accurately understand the user's consumption potential. A platform without a user membership system is difficult to drive user stickiness. Today we will take stock of the membership systems available in the market.

According to market research, there are roughly seven types of membership systems :

1. Points/Tier System

2. Service subscription system

3. Shared cooperation system

4. Community operation system

5. Physical subscription system

6. Charity system

7.TOKEN-type system

01

Points/Tier System

In the next few days, I will split and share these systems. Today I will mainly share the points and level systems , which can be seen on platforms of a slightly larger scale, such as: JD.com, Tmall, Taobao, Zebra Membership, Meituan, Didi Taxi, iQiyi, Youku, Tencent Video, credit cards, Yiersan platforms, etc. all have points and level systems. Some users pay more attention to the points system, while others pay less attention.

The usual approach is that users will reach a certain level based on their monthly consumption, and in the corresponding level, they can enjoy higher user experience privileges , such as priority delivery, lightning refunds, 30% off on taxi rides, etc. The level settings can be seen in the example of the Yiersan platform below.

After users spend 299 yuan to become members of the platform, they are also divided into different layers in order to increase stickiness. In the Yiersan APP, you can see that the platform divides users' consumption into 6 levels, namely V1-V6, based on the background big data, and the corresponding permissions of each level are different.

V1 level, "Fashion Rookie", can reach V1 by just having periodic consumption or registering as a member. The corresponding rights of V1 are also different, including birthday gift package and 3 clothing slots.

According to the backend user habits, you only need to reach 500 points to unlock the V2 level permissions. The V2 level obviously adds an "upgrade voucher package" to users, and users can enjoy discounts when they consume.

For the V3 level, there is a relevant threshold, which requires reaching 1,000 points. Of course, the permissions given are also different, including 4 clothing slots, clothing discounts, birthday gift packages, etc.

Fashion experts, there is a certain gap between V3 and V4, 2000 points. This set score needs to be viewed from the overall data in the background of the market, and then you can distinguish which are the middle forces of the platform.

V5-V6 belong to the high-level, which divides users into three levels: low, medium and high. V1-V2 is the low level, and V3-V4 is the medium level. In this way , when the operation department analyzes the data every month, it can clearly see which users are loyal users and which are general users. Compared with the AARRR model, it is more conducive to user activities.

The highest level, V6, includes all supreme permissions of the platform, 5 clothing slots, clothing discounts, exclusive VIP customer service, offline activities, and birthday gift packages. Through this case, we can clearly see the points system and user stratification .

02

Purpose of the Points Task

The platform points task is set to increase the stickiness between users and the platform. Users can redeem virtual goods through points. The points setting has the following three advantages:

Improve user retention:

Promote user activity through a points system. Points are awarded for signing in and shopping, which makes users feel that they have "got a bargain" and provides potential incentives for logging in and spending next time. Log in daily to get rewards, and sign in continuously to get rewards; for example, Didi Chuxing’s points mall, you can earn points by accumulating taxi rides and redeem gifts.

Stimulate user consumption:

For example, this time 100 points can be exchanged for a 20-yuan no-threshold coupon, which is very cost-effective! For example, many milk tea shops use a promotional strategy of giving one free cup for every ten cups purchased, which is essentially a points system to cultivate user loyalty.

Filter out loyal users:

The main purpose is to divide users into different levels according to the amount of points, so as to treat different users differently and carry out targeted user management. For example, Sesame Credit evaluates the user's comprehensive credit and divides users with different scores into different groups, giving them different permissions.

Auxiliary means of attracting new members:

During consumption, if you recommend a new person to register as a member, the recommender will be given a certain amount of points. Similarly, in some apps, if you register with an invitation code, the inviter will be given a certain amount of points. As long as the points are attractive enough, it will become an important means of attracting new users.

03

Points gameplay settings

Taking the Yiersan platform as an example, we can see that the platform divides the acquisition of points into 20 steps in total . The user behaviors of these points can allow the platform to clearly understand the user's consumption potential. For example, by binding to Taobao, the platform can easily understand the user's Sesame Credit, fill in personal size, understand the user's body proportion data, fill in style preferences, understand the user's clothing preferences, etc.

04

The purpose of the points mall

The concept of "points" in the points mall refers to a reward that users (more often registered and verified users) receive after consumption. Through the platform, the purpose of customer care and improving customer loyalty is achieved.

The operation of the points mall can be divided into three sections:

1. The first understanding focuses on "integration" . That is, the points mall is an online mall specially set up for the purpose of consuming the reward of "points". Members can use their points to redeem gifts displayed in the mall. During the entire redemption process, users will not incur any new consumption costs except for consuming points. Here, the mall exists for "points".

2. The second understanding focuses on "mall" . That is, a points mall is a mall that can generate "points rewards" during the process of online consumption. The purpose of the mall here is not to digest these points, but to serve as an auxiliary means to show customer care.

For example, the points, VIP cards and membership rules of the Yiersan platform mall, the points of the mall, are a kind of rebate activity provided by the mall to the buyer after the user successfully completes the transaction by paying for the goods. The points users earn can be used directly as cash on their next purchase. The points earned by users can be directly used to purchase goods in the mall during the next shopping trip according to these rules. The points situation shall be based on the records in "My Account-Points Details".

3. The third understanding is to combine "points" and "mall" together, and the two are complementary . On the one hand, the platform can generate points through the "points reward" rule. On the other hand, the platform also provides a product display platform where members can purchase products on the mall using points, and they can also sell them at normal prices. If members are not satisfied with the products in the mall, they can also apply to convert their points into cash.

The picture above is the points mall of the Yiersan platform. It can be seen that more permissions have not been opened yet. The points mall is a complete set of operation plans. If it is simply the operation of the points mall, then the responsibilities of the operators at least include: decoration of the points mall page, listing and delisting of goods, price and inventory changes, pre-sales consultation, order management, points management, user management, etc.

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Author: Wang Zhiyuan

Source: Wang Zhiyuan