Meituan Operations: The Marketing Logic of Meituan Takeaway Monthly Card

Buy monthly pass at super low price

First, let’s take a look at the corresponding gameplay of the monthly cards for Pinduoduo and Meituan Waimai.

I didn’t mention Taobao’s monthly card here, mainly because I personally feel that Taobao’s monthly card has no advantages and is too unattractive to users.

1. Buy a Meituan takeaway monthly card for 8.8 yuan

Meituan’s monthly takeaway card is actually called Meituan’s takeaway membership. After activation, you can get corresponding takeaway coupons for deduction.

a. Amount

Some channels are 8.8 yuan/month, and most channels are 9.9 yuan/month

b. Quantity

After purchase, you can get 6 5 yuan no-threshold coupons.

c. Use

The red envelope is valid for 31 days and will automatically expire if not used.

d. Restrictions

You can buy more, but you can't use them all at once. There are only 6 coupons per month, and the extra coupons will be automatically extended to the next month.

2. Buy a monthly pass for Pinduoduo for 8.9 yuan

Pinduoduo’s discount is called the Money-Saving Monthly Card. After purchasing it, you can not only get no-threshold coupons, but also other discount coupons.

a. Amount

A one-time payment of 26.7 yuan can buy a 3-month monthly pass, which is 8.9 yuan per month on average.

b. Quantity

The most important thing here is that you can buy 4 5-yuan no-threshold coupons for 8.9 yuan. The other coupons are just for show and have less appeal.

c. Use

Pinduoduo’s no-threshold coupons are only valid for one day and must be used within 24 hours of receipt.

d. Restrictions

Pinduoduo’s coupons are not given to you directly at one time, but are issued every week. Users need to collect them themselves, and they are not deposited into their accounts by default.

Why are monthly cards attractive?

1. Urgent need

As for Meituan and Pinduoduo, users have a strong brand awareness and use these two apps for consumption almost every week.

For example, Meituan Takeout is likely to be used by office workers for three meals a day, and some even use it twice a day.

So this is an absolute necessity. If you promote Meituan takeaway membership coupons, there will be much less resistance.

In fact, Pinduoduo’s coupons are a necessity for many people!

There may be some people around us who have never used Pinduoduo, but from Pinduoduo's red envelope withdrawal to its 10 billion yuan subsidy, countless people have been attracted by Pinduoduo, including the village chief who has been taking advantage of Pinduoduo.

2. Affordable

As long as your needs exist and are high-frequency, buying such a monthly card is completely affordable.

Meituan Takeout sells 6 no-threshold coupons for 8.8 yuan, and Pinduoduo sells 4 no-threshold coupons for 8.9 yuan. No matter how users calculate it, it is a bargain.

Including the coupon package that the village chief made before, you can also buy 6 coupons for 3.9 yuan.

So the monthly card has two advantages for users: it is useful and cheap .

The real purpose of selling monthly cards

Some people must be curious. Since food delivery is a necessity in the first place, why does Meituan sell such generous coupons?

If I learn this method and give out such generous coupons offline, isn't it obvious that my profits will be reduced?

Those old customers will definitely come back to take advantage of the products.

If you only look at the immediate benefits, this idea is both right and wrong.

1. Increase repeat purchases

If you are a small e-commerce platform, then you should focus on how to get users to place more orders.

However, most of the orders on the platform were still snatched away by Taobao and Pinduoduo.

If you don’t set up such a monthly card, it will be very difficult to attract a user to repurchase.

Unless your product itself is very good and the discount is very strong.

By selling monthly cards, the user's basic consumption frequency in the next month can be locked in advance.

Please remember that the platform also has to incur costs every month for user repurchases.

Now you let users spend their own money and consume it themselves, which is more valuable than directly lowering the price.

2. Rapidly attract new users

The platform needs to continuously attract new users. In addition to the regular free discounts, the platform needs multiple reasons to convert users.

We need to reduce users' purchasing decisions in a short period of time.

The extremely low price experience will improve the efficiency of attracting new customers.

3. Deepen your understanding

Any form of retail requires continuous operation by users.

It is difficult for users to have a comprehensive understanding of you through a one-time contact, even for Pinduoduo.

Therefore, the logic behind selling monthly cards is to allow users to learn about the platform’s products and services multiple times.

If you are confident in the product quality of the platform, users will build up a good impression of you through repeated purchases, and they will also have a deeper understanding of the platform.

4. Affordable investment

I hope everyone will change their mindset. We sell monthly cards, which is super affordable for users.

And it is also very affordable for us, so don’t ever think that you are making less money.

In fact, selling monthly cards allows you to make more money.

I would like to emphasize a point again: monthly user retention and repurchase come at a cost.

For example, a membership card for Meituan Takeout can bring in 6 basic orders per month. On average per order, the cost incurred by the platform is very small.

Even if you open a physical store offline, even if it is a breakfast shop, users may not necessarily come to your store to consume 6 times a month.

Monthly card setting points

Personally, I prefer everyone to make monthly card products. So what details should you pay attention to in the process of setting up the monthly card? The village chief will tell you.

1. Amount

a. Monthly card amount

Different products have different settings for monthly card amounts, but if you are offering high-frequency consumer goods, it is recommended that the price of a monthly card should not exceed 10 yuan.

b. Coupon amount

Generally speaking, five yuan is a relatively moderate denomination.

It will not be too small and the platform can also control costs.

Of course, if you are in the barber, foot bath, fitness and other industries, you can appropriately increase the face value of a single coupon.

2. Quantity

Personally, I prefer one coupon per week, so if a user buys a monthly card, I will give him four coupons.

At the same time, it should also be set according to different products. For example, movie tickets can be set at one per half a month, but monthly cards cannot be sold. They should be changed to quarterly cards or half-year cards.

This way, users will not have such a heavy psychological burden and will feel that they will use it up. Even if they only spend three quarters of it, it is still a good deal.

Some hotels, scenic spots, restaurants, etc. can set up quarterly or annual passes, after all, the frequency is very low.

3. Restrictions on Use

a. Object Restriction

The most attractive option is to have no threshold at all, but of course some products with special prices and extremely low gross margins are excluded.

If you are running an e-commerce platform, pay attention to the corresponding restrictions on products such as paper towels, small appliances, and phone bills.

If you want to set up a special area, it is best to ensure that the products in the area are numerous and attractive.

b. Time limit

Pinduoduo’s monthly card is distributed on a weekly basis, which can enhance the daily activity of the platform.

At the same time, a card is valid for 24 hours from the date of receipt, which can speed up user usage.

If users do not use the product, it means that the platform's expenditure costs are reduced.

Meituan Takeout directly sends the money to the user in one go, and the user can enjoy the discount immediately.

The advantage of this is that users feel a sense of reality when they receive the coupons, and feel great when they use the deductions immediately for their consumption!

Even if users use up all of it within a day, it will be more attractive for users to buy it.

4. Increase distribution

Why is the village chief promoting Meituan takeaway membership cards recently? Besides the fact that it is a product with strong demand.

The most important reason is that you can enjoy commission for every membership card sold.

For platforms and merchants, when you are selling monthly cards, you can also set up a commission policy to allow more people to help you with distribution.

Money-saving monthly card gameplay extension

1. Use in multiple business scenarios

First, let’s use our brains together so that everyone can have a clearer understanding of how to implement monthly cards or voucher packages in their own business.

a. Free shipping card

For some merchants, some products have delivery fees. If you let users buy directly, users will think you are stingy.

Or maybe your products are very attractive, and users can reduce shipping costs by buying cards, which will make them more loyal to you.

b. Fitness card

Many gyms now allow some people to use the gym on a pay-per-use basis.

But how to get users to come more often?

You can just sell experience cards. Users pay X yuan and can get a certain number of coupons, or directly a certain number of experience opportunities.

c. Consultation Card

If you are in the knowledge payment business, you can package your consulting services when collecting fees from students and clients. This is much better than selling them one by one.

d. Offline retail monthly card

This model can be adopted for high-frequency businesses such as offline supermarkets, vegetable markets, snack bars, etc.

For example, if a customer buys a monthly card for X yuan, he can enjoy several discounts or direct reductions.

Think about it this way, how many times will a customer come in a month? Including the car wash business.

2. Coupon Porter

Many of the ideas we just shared are about how we as merchants/platforms set up coupons and sell cards ourselves.

But I want to tell you another idea that really surprised me.

Some teams achieved traffic, conversion and repeat purchases through a Meituan takeaway card.

Let’s take Meituan Takeaway as an example and share with you their specific practices.

I just said that takeout is a basic need, and large coupons are also a basic need, but it is expensive for users to buy them directly.

Because of the information gap, many people started selling Meituan takeaway cards.

Some group leaders buy six Meituan takeaway coupons with no threshold for only 6 or 7 yuan, and the average cost of one coupon is less than 1 yuan.

Then, they attract traffic through channels such as WeChat Moments, social groups, and Xianyu, selling 5 yuan coupons for 3 yuan. They can earn 12 yuan per card, and 1,200 yuan from 100 accounts.

Of course, you can also search for KFC coupons in this way. People also sell them on Taobao and Xianyu. The idea is similar.

Therefore, if you want to make money, the most important thing is thinking and methods.

What you see is that you are getting a bargain by spending less money, while some people see it as an opportunity to make money.

Author: Shili Village

Source: Tianya lives in Shili Village