How to retain users through membership system? A brief analysis of the Ele.me Super Membership Card!

As a veteran office takeout delivery buyer, I often waver between Meituan and Ele.me , going whichever is cheaper. But some time ago, I found that I had been using Ele.me more and more often without realizing it, so I analyzed the reasons myself. It turned out that the super membership launched by Ele.me attracted me. I have to admit that this product is a success for me. After a few months, I basically use Ele.me and don’t have to have a dual relationship.

In 2017, Meituan Waimai also opened its membership card in grayscale. It should be a test version. The fee was 19.9 yuan in the first month and 39.9 yuan starting from the second month. During the membership period, you can enjoy two free delivery benefits every day. This can really save a lot of delivery costs, especially on rainy days or during peak restaurant delivery periods. I remember that the maximum exemption was 8 yuan, and 2 orders a day could save 12-16 yuan. I heard that Ele.me also launched a membership card with free delivery in the early days, but it was taken offline due to heavy losses and too early costs. This time, Meituan tried to add users to the free delivery membership purchase, so users shared part of the cost, and there was a limit on the number of free meals per day. It is still cost-effective for people who order takeout for a long time, but the entrance was closed after 2 months of the testing period and it was not launched on a large scale. The profit is still not expected to be very good. So today we will see what is special about the membership card launched by Ele.me this year, why it has successfully won my heart and stomach, and the iterative version has not been taken offline since it was launched for several months. At least the product manager should have a good feeling.

1. Ele.me Super Membership Card

1. Membership Rights

a. 20 yuan no threshold red envelope, divided into 4 pieces of 5 yuan, 1 piece is effective every week, and can be used in different time periods during the membership period

b. Bonus: 1 yuan for each order, 5 orders can be exchanged for a 5 yuan free threshold red packet or a high-value merchant coupon red packet. I have also seen 10 yuan weekend exclusive red packets, which can only be used on weekends after redemption. Visually, a circular progress bar is used to prompt people to run through the progress bar as soon as possible to complete the accumulation of 5 yuan before redemption.

c. Task activities, as shown in Figure 1 above, during the activity period, you can get double bonuses by placing orders according to the activity rules, which can realize rapid accumulation and redemption

d. Discounted goods. Discounted goods from merchants are also linked to membership cards. Some membership prices are only available to super members, but they cannot be used with coupons at the same time.

2. Purchase price

a. 10 yuan per month for a continuous subscription (claimed to be a 50% discount during the membership test period, the pricing format is similar to that of video websites)

b. 12 yuan per month

c. 28 yuan for 3 months

d. 12 months: 128 yuan

3. Analysis of Super Member Products

a. The loyalty of food delivery users is low, especially those who are sensitive to discounts, which should account for more than 50% of the user structure. In the current stage of dual-platform competition, it is necessary to improve the stickiness of users and platforms, and the form of accumulated bonuses can achieve this;

b. The membership participation threshold is low and the pricing is favorable, which is equivalent to buying a 20-yuan coupon in December. It is definitely a good deal for people who order takeout for a long time, which is equivalent to reducing the delivery fee for 4 times. The membership purchase rate will not be low;

c. The retention KPI of user operation is probably easy to achieve. Through the exchange of accumulated incentives for no-threshold coupons, and the gift of 4 no-threshold coupons with different dates, as well as the cumulative multi-month price discounts, membership card expiration reminders, and the implantation of order payment links, users can be firmly circled in their own plates. There was a data before. When users place 7 orders in a row on a platform, the user habit can be formed, and the cost of changing platforms will be very high. Of course, the operation students must have carefully studied this number;

d. Let's talk about discounted dishes. I have seen merchants set the dishes I want to order as member discount dishes several times. Non-members can only buy them at the original price. Some stores even offer discounted dishes for most dishes, just like when you see member-priced goods in a supermarket. Can you bear not to apply for a membership card? After all, you can save a lot of money cumulatively (the sad history of the poor's life, comforting yourself to be thrifty);

e. The bonus can be exchanged for platform vouchers with no threshold, and can also be exchanged for merchant vouchers of large value. The merchant subsidies are cleverly integrated, and users can exchange them independently. The target users must be quite accurate, which invisibly diverts traffic to merchants, and a small profit from promotion fees should be possible;

Summary: Although I was tricked, I still appreciate this product. It is not a simple purchase of membership to get free delivery, but also incorporates the concept of craftsmanship. It is effective for food delivery, a high-frequency and light-consumption product . Although I don’t know the specific data, it should be a successful product. Anyway, I use Ele.me for food delivery now, and I haven’t changed the platform until my membership card expires (it may also be that Meituan’s efforts to recall lost users are not sincere enough)

2. Role of Members

The membership system of Ele.me above has triggered my thoughts on the membership system of most products. The membership systems of many e-commerce platforms are designed to be sophisticated enough to measure the performance of users on the platform in multiple dimensions. Here is a simple and abstract classification:

Purpose: The original intention of designing all membership systems is to improve user retention and loyalty and create privileged services for super users.

1. Membership threshold

a. Paid purchase, such as NetEase Music, Tencent Video , etc., with no differentiation in rights and interests or different rights and interests depending on the membership level purchased

b. Use virtual currency values ​​generated by products such as consumption, the most common of which is points or a name for points. Membership levels are determined based on the amount of virtual currency values, and differentiated rights and interests are enjoyed.

c. You can become a member by meeting certain identity standards or completing certain difficult indicators and enjoy the social attributes brought by membership, such as club membership, which is similar to a community .

2. Membership form

a. Virtual electronic card

b. Online "My" account identity display

c. Physical card

d. Personal identity binding, online and offline communities

3. Types of Member Benefits

a. Save money, enjoy discounts, redeem points for goods, give gifts, etc.

b. Value-added services

c. Provide a social environment

d. Membership ID online

e. Annual celebration party, such as Taobao

Summary: In an age where membership is everywhere, I can’t remember how many VIP identities I have. Whatever, as a user operations student, set a goal for yourself and study this ancient yet innovative membership system when you have time.

The author of this article @浅夏秋晴 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century