Case Analysis: How I was "cheated" into buying a monthly membership for Daily Fresh

It is important to make users feel that the service/product/content they paid for is worth the money, but it is more important to make users feel that your service/product/content is really worth the price.

The subscription system, that is, how to make users willingly and continuously pay money, is actually a big science, and the pricing strategy of products plays a role that cannot be underestimated.

At the same time, in addition to subscriptions to newspapers and magazines in the popular sense, subscriptions to many products now exist in the form of membership systems, and the industries that have brought membership relationship management and pricing & promotion strategies to their fullest potential are none other than e-commerce and retail.

Today I would like to briefly analyze the Daily Youxian APP from the following four aspects: how it promotes their membership system to users and how it “sets a trap” for a smart girl like me.

1. Operational methods

To be honest, sometimes when I open the MissFresh app, I even feel that its main focus is not on selling fresh food, but on selling memberships - every tab and every level of MissFresh seems to be selling their membership system.

The following picture shows the homepage of the recent Daily Fresh Mini Program and several screenshots of the pages related to member promotion operations:

The current operation activities for selling memberships are mainly Member Day, and the relevant operation methods are mainly the following:

1. The second-level classification on the homepage , which was originally used to display the types of goods, now has the first two label operation positions, which are given the privileges of member day and digitally emphasize the super-strong discounts that can be obtained as a VIP : large-scale full-price discounts and super-low price discounts.

2. Use and magnify the hot-selling or most popular products of the season on the homepage to attract attention , and use the "Share 1 Yuan Food" activity to attract user participation. At the same time, the sales data of the entire network and the inventory progress bar data are displayed, which on the one hand reinforces the popularity of the product, and on the other hand creates a sense of urgency and forms an atmosphere of panic buying.

3. An independent h5 page details the five benefits of Member Day , including member discounts (of course, these products are not randomly selected, but also the most seasonal and popular products), Member Day purchase/renewal membership card discounts, and additional red envelopes for members

4. List the top 10 popular products with the highest sales among members , and highlight the points that make each product worth buying, such as adding a corner mark of "direct discount of xx yuan", and directly marking "heat and eat" under the picture to address the pain point that consumers find it troublesome to make crayfish.

5. Ubiquitous price hints , such as the sharp contrast between the member price and the original price, the display of the discounts that members can get , and even special coupons and discount coupons that can be used at the same time, as if making people feel that as long as they become members now, the "instant savings of xx yuan" and "direct reduction of xx yuan" marked on the page will immediately go into their pockets and become real money they have earned or saved (in fact, not spending money is the real way to save the membership fee).

6. Product copywriting . I personally feel that MissFresh’s product copywriting is somewhat similar to that of Xiaohongshu , or it can be said that it is inspired by the product copywriting of Xiaohongshu. The product copywriting is always concise and clear, directly hitting the user’s pain points, and at the same time there is no sense of distance, which brings the distance closer to the users. As shown in the picture below, the imported cherries’ “The First Sweetness from America” introduces the origin and taste characteristics of the product in just ten simple words. The word “rushed” also cleverly reflects the freshness of fresh products, which is what consumers care most about. The product introduction of crayfish brings forward the display of the quantity that seems to be postponed, which is also a sharp contrast to the problem that some expensive crayfish in the market have too few items in a box, allowing consumers to buy transparently.

2. Pricing Strategy

MissFresh’s pricing strategy is actually quite common. In addition to the ubiquitous price hints mentioned above, the price setting of individual products also meets the basic “decimal pricing” strategy, that is, product prices often end with 8/9.

Here I would like to talk about the subscription price of Daily Fresh membership separately:

From the above two pages, we can see that MissFresh mainly promotes its quarterly cards - based on the average monthly price, the quarterly card has the lowest price; at the same time, MissFresh offers a limited-time special price in this event. Compared with the daily price, the average monthly price remains unchanged for users who purchase monthly/quarterly/annual cards; but for those who purchase membership during the event period, not only is the average monthly price discounted, but only the average monthly price of the quarterly card is lower than that of the monthly and annual cards, which means the discount is the greatest.

Therefore, it is worth thinking about the reason why MissFresh promotes quarterly passes: maybe it is because the profit margin of users who purchase quarterly passes is high, maybe it is because the renewal rate is high, or maybe it is other reasons, but these can all become an important basis for us to decide on the subscription duration.

III. Membership Rights

MissFresh also has a dedicated h5 page to showcase the various benefits available to members, among which the main ones are ultra-fast delivery (even the loading process of the drop-down page emphasizes this privilege), member prices (in the above picture, the original price and member price on the product page are compared & the member price has a special mark; the amount saved by the member price is at the bottom of the settlement page for each order; the member page has the accumulated savings) and cash back, satisfying the two major demands of e-commerce users for low prices and fast delivery.

In addition, there are additional member-exclusive red envelopes and exclusive customer service (it is not certain whether they are actually exclusive) to respond to issues. These are standard privileges for e-commerce users.

Having said so much above, why did I say in the title that I was “cheated” into buying a membership?

In fact, I am an old returning user of MissFresh. I used their app when MissFresh was first promoted. The discount for new users was 99-60 yuan for purchases over a certain amount. The membership system had not been launched at that time. The price was not low, but the quality was worth the price.

But this time, after I went through its layers of page bombardment, bought a one-month membership and placed orders for several popular products, I found that the quality of the products I received was actually very average, and some were even not as good as the non-imported fruits bought in ordinary fruit stores, which made me a little disappointed. The price also had no advantage, so I uninstalled it without hesitation.

This also shows a very important point: the functions/content provided to users by the subscription/membership system are the fundamental reason why users continue to pay. It is important to make users feel that the service/product/content they paid for is worth the money, but it is more important to make users feel that your service/product/content is really worth the price.

The above are some recent observations and thoughts on subscriptions and pricing. I hope they will provide some inspiration for your recent work.

Author: Cat Siqi

Source: The King Asked Me to Patrol the Mountain