[Case] ​​Ele.me, Meituan, Dianping, and Tmall all have points malls. How do these points work?

[Case] ​​Ele.me, Meituan, Dianping, and Tmall all have points malls. How do these points work?

 Most mature products have their own points systems. For example, Ele.me, Meituan, Dazhong, and Tmall all have their own points systems. Points are issued by the company. After users receive points, they can use the points to offset part of the product price, which is equivalent to giving points to the merchant or company for recycling. Then - Where do points come from? Points are usually linked to user levels. You define certain behaviors (consumption, check-in, invitation, etc.) to get a certain amount of points. Points are related to user levels (such as Didi's X card membership) and can also be used for consumption. Where do the points go? If you spend your points, they will be deducted after consumption. Generally, items consumed with points cannot be returned, but can only be exchanged, so points are generally considered to be irreversible after deduction. If you do not spend your points, you need to set a clearing strategy, such as clearing points earned in the current year in June of the following year (refer to offline supermarkets, chain stores, etc.) Merchants and officials Generally speaking, points malls are divided into self-operated and cooperative types, and the way to distinguish them is where the goods come from. For example, the products in China Merchants Bank credit cards are all negotiated by the mall’s BD and product suppliers (generally, it is the suppliers who ask for these BDs. After all, the volume on the large platform is very large, and even if they cannot be sold, they will lose money as long as there is exposure). Some products in the points mall are the company’s member value-added services or company peripheral products (refer to Ele.me’s delivery membership cards, NetEase News’ gifts, etc.). Pricing This is the most important part of running a points mall. What are your points worth? Generally speaking, the lower the cost of obtaining points, the lower their value; the higher the cost of obtaining points, the higher their value. For example, Didi Chuxing points are very valuable because you have to make purchases to get points, so the amount of Didi points is very small and the value is very high. However, Ele.me can earn hundreds or thousands of points every time you order food, so the points consumed by its products are naturally high. The above is the value of the points themselves, and what is derived from it is the joint venture value of the point products (this is my personal definition). For example, if you agree with Xiaomi to exchange your 500,000 points for a Xiaomi 5, or your 50 points for a chance to win a Xiaomi 5, it is all determined by the value of your points, the traffic brought by the display position, the actual price of the physical product (note, this is the price), and other factors. The most common way is to get 500 points in Ele.me to get the opportunity to redeem a product in the Shenma Welfare app. After the user redeems the product, he needs to download and activate the app and then pay to purchase the product. Such point products are very profitable for partners. One activation costs 30 yuan, and users pay extra to purchase a portion of it, which brings in revenue (real data is refreshed), and also brings in advertising displays. Settlement If it is a self-operated mall, the supply comes from within the company, and the settlement may be made between business units through the internal ERP; if the supply comes from outside, it is more complicated. As mentioned above, a points product has both redemption value and display value, and a more responsible agreement may be signed, including CPC/CPM payment, activation payment brought by real purchases, and payment for points purchases. As for how the platform and merchants negotiate, I don’t know, after all, I am a product dog. . Finally, let me answer another question: Will the points be returned to the user after redemption? No, users can only earn points through their behavior. 

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This article was written by @ Shallweypm and published by (APP Top Promotion). Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!

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