Product Analysis Report | Analysis of Mango TV Membership System

With the continuous development of the video industry, video platforms are not only for watching videos and watching TV series, but also more sections have emerged, such as idol rankings, membership points, etc. The membership mechanism has also derived more traffic

1. Document Description

This article aims to analyze from the strategic level to the visual level, from the abstract to the concrete, from the market status, the current status of Mango TV products, and its competitors in terms of business distribution, user characteristics, interactive design, etc.; this article will also focus on the design and operation of the membership system, and finally come up with an iterative optimization plan for Mango TV in the membership module.

The data in this article comes from Analysys Qianfan, iResearch, Baidu Index, Baidu Encyclopedia, QuestMobile, and Aurora Data.

The test environment of this article is as follows:

2. Market Analysis

This chapter analyzes the development prospects, speed and market size of the video industry from the perspectives of policy, economy, society, technological development and the current status of the domestic and international online video market.

1. Related policies

In 2008, the state had already imposed strict restrictions on the conditions for engaging in Internet audio-visual program services (which can be understood as video websites) and issued a ban on certain content (such as pornography, gambling, and drugs); in 2017, Sina Weibo, ACFUN, and Phoenix.com were required to stop their services and make comprehensive rectifications for broadcasting current affairs audio-visual programs that did not comply with national regulations and social commentary programs that promoted negative remarks.

In the ultra-high-definition video industry, in February 2019, the Ministry of Industry and Information Technology, the State Administration of Radio and Television, and China Media Group issued the "Ultra-High-Definition Video Industry Development Action Plan (2019-2022)" to promote the core links of the industrial chain to move towards the middle and high-end, accelerate the construction of ultra-high-definition video industry clusters, and establish a sound industrial ecological system.

Hunan Province has responded positively and implemented the 112 Project (build a park, cultivate a chain, and achieve an industrial scale of 200 billion yuan). By 2022, the Malanshan Video Cultural and Creative Industry Park will be built into an internationally competitive "China V Valley", and a full industrial chain system of "manufacturing + content + transmission + application" will be constructed to promote Hunan to become a national ultra-high-definition industry cluster and demonstration leading area.

In terms of youth guidance, the Cyberspace Administration of China has learned that relevant platforms have adjusted and optimized function settings and launched a youth mode. In this mode, functions such as site search, barrage comments, content sharing, private message chat, and recharge rewards are closed, and only content suitable for young people to watch is recommended to ensure that the content in "youth mode" is healthier.

Market supervision policies are more stringent, emphasizing the resolute curbing of excessive entertainment and the promotion of wrong tendencies such as materialism and quick success, and implementing the "Recording the New Era" documentary creation and dissemination process.

2. Economic Development

Since the reform and opening up, per capita GDP has grown steadily, people's material needs have been met, and they have a greater demand for spiritual civilization. People have more disposable income, and all kinds of cultural and entertainment content products have flourished.

3. Social factors

As my country's material living standards continue to improve, people's demand for entertainment culture continues to increase; the average daily app usage time of mobile Internet users continues to increase, among which the total proportion of comprehensive video and short video fields exceeds that of instant messaging services, which shows that people's use and love of videos is very high.

Data from Aurora

Starting from 2009, Sohu took the lead in establishing the Online Video Anti-Piracy Alliance. In 2014, the National Copyright Administration and the Cyberspace Administration of China launched the "Sword Net Operation". People's awareness of intellectual property and copyright has greatly improved, and paying for content has become a very broad consensus; content production requires costs, and users as consumers need to pay for the consumption of content. The basic business path is being recognized by more and more people; in 2019, iQiyi's video members exceeded 100 million, and then Tencent Video also caught up.

Along with the anti-piracy campaign, the price of copyrights also increased. In 2006, the 81-episode "Wulin Waijia" was sold for only 100,000 yuan; five years later, the 40-episode "Palace Lock Heart Jade 2" cost as much as 1.85 million yuan per episode.

4. Technological Development

1) 5G Technology

As the basic capability of underlying mobile communications, 5G technology has the characteristics of low latency, high reliability, large bandwidth and wide coverage. In video services, it can realize HD/UHD video transmission capabilities, which means that 4K videos load very quickly without any lag, which greatly improves the user experience when watching videos and using VR.

2) AI Video Cloud

The combination of AI and video can manage videos by labeling, assist in video review, editing, video search, and content implantation; for example, when the male protagonist hands cold medicine to the female protagonist in a TV series, an advertisement for the cold medicine will pop up at the right time, and support will be provided to jump to the e-commerce platform for purchase; AI video cloud can inspire new advertising creativity and enhance advertising value.

3) TVOS smart TV operating system

The National Radio and Television Administration Technology Company organized a TVOS working group consisting of more than 110 units including the National Radio and Television Administration’s Radio and Television Science Research Institute and Huawei Technologies Co., Ltd., and developed the smart TV operating system TVOS through an innovative joint research mechanism of industry, academia and research.

TVOS 6.X will expand support for the Internet of Things, realize intelligent interconnection, improve the TVOS application store mechanism and ecology, and expand the field of home media terminals.

5. Domestic market status

In 2019, the size of China's online video user payment market reached 51.4 billion yuan. The contribution rate of first-tier platforms represented by iQiyi, Tencent Video, and Youku exceeded 70%. Leading products are also exploring advanced on-demand models, online and offline integration, new distribution forms, and so on in the member payment business model.

Data from Analysys

From the above picture we can see that in the video field, short videos are swallowing up the market of long videos. By this year, the user scale of short videos has exceeded that of online videos.

In the video field, the active users of relevant mobile applications are shown below. Mango TV ranked 8th in May. The short video business led by Douyin and Kuaishou and the medium video business led by Xigua are developing rapidly, which has brought a sense of crisis to online video websites that mainly focus on long videos. iQiyi, Youku and Tencent Video have respectively opened up corresponding UGC short video modules.

Data from Analysys Qianfan

From the perspective of comprehensive video websites alone, the mobile version of Mango TV had 180 million active devices in October 2020, ranking fourth, temporarily lagging behind iQiyi, Tencent Video and Youku, and there is a gap of more than 400 million with iQiyi, which ranks first, so there is a lot of room for improvement.

Leading video websites have transformed from purchasing copyrights to producing their own variety shows and film and television dramas. This can reduce copyright expenses and improve the core competitiveness of video websites.

Exclusive hit dramas, online variety shows, and online movies are the key to video websites attracting users and providing core value to users. Secondly, documentaries, animations, knowledge, etc. meet the differentiated needs of users, which can consolidate traffic and improve paid conversion capabilities. At present, the content production of various platforms has improved, and with the influence of Chinese culture, many online video content has been exported. For example, iQiyi's "Story of Yanxi Palace" ranked first on Google's annual TV program search list in 2018.

6. Current status of foreign markets

Netflix initially engaged in the disc rental business, and in 2007 it began to provide movies and TV shows through the Internet. Today, it has become the world's largest online video website in terms of user base.

Amazon started out as an e-commerce bookstore, and has continuously expanded its business footprint through Prime membership based on its core logistics advantage of next-day delivery. It also started video services in 2005.

Online video sites:

7. Summary

As the Internet becomes more popular, online video services are growing continuously. From the competition for copyrights of historical film and television dramas to the creation of content videos by video websites, the industry chain of film and television drama creation is changing.

Video websites at home and abroad have produced their own film and television dramas to reduce the cost of purchasing content copyrights. The content quality of iQiyi's "The Bad Kids", Netflix's "House of Cards", and Amazon's "Game of Thrones" have all been recognized by the market.

In the future, as the TVOS smart TV operating system matures, online video sites will need to actively adjust their product forms and create more high-quality content with Dolby audio and video based on TVOS.

The growth rate of users and paid subscribers in the entire market has slowed down. The focus of each platform to increase revenue is to expand new business income such as e-commerce, fan economy, etc., and to innovate charging models based on paid subscriptions to increase the average order value.

3. Product Overview

1. Product positioning

Mango TV is an online video website that focuses on audio-visual interaction, integrates the characteristics of the Internet and television, has a wide range of video categories and owns independent copyrights.

Mango TV’s main concept is “Born Youthful”, with young users as its target group. It combines education with entertainment in its content, and provides positive guidance to the young group’s world view and values.

"We target young people because we think that young people are the core group on the Internet. As a mainstream media, the country's policies, including the promotion of some policies, are also aimed at young people, so I think it is very important to guide young people in positive values. Another important point is that young people have consumption power, which is why we want to capture this group of young people." - From Huasheng News-Mango TV interview, Cai Huaijun

Unlike the technology-driven Internet platforms (iQIYI, Youku and Tencent Video) supported by BAT, Mango TV, backed by Mango Satellite TV, can be a content-driven media platform. Mango TV has achieved profitability as early as 2018 thanks to its high-quality self-produced variety shows and low-cost version expenditures, while iQIYI, Youku and Tencent Video are still losing money despite having relatively more users.

2. Business Distribution

Judging from Mango's menu layout, long videos such as traditional film and television dramas are the core services of the product, followed by video content released by professionals or editing enthusiasts; on the basis of video services, e-commerce, fan social networking, operators, finance and other businesses are also developed.

These businesses are based on Mango TV, but they all have their own operating systems and are independent of each other. They are a bit like mini programs, but they are not.

Many Mango games, such as Mango Blind Box, Surprise Gacha, and Fun Gacha, have duplicate functions. Each game has its own sign-in, points, virtual currency, e-commerce and other operating methods. The first impression is that this area is a bit confusing; there is a game called Fun Gacha that can only be entered in the Home Page-Fun, but not in the Mine-Recommendation function; since users may enter these games when using the product and leave traces of interaction in the game, there should be an entrance to view them in the personal center.

The personal center of a content product is a place that helps users summarize their experience of using the product, and is also the entry point for users to access all product services.

In the field of short and medium videos, Mango TV has launched "Big Mango", which focuses on PGC content, and "Small Mango", which focuses on UGC content.

• Damang is more focused on the secondary creation of film and television dramas/animation or the creation of some short dramas, with a high degree of specialization. Xiaomang focuses on VLOG, where users can post their daily lives and recommend their favorite products.
• Xiaomang is similar to Xiaohongshu. It uses the content + e-commerce model to lead the fashion consumption of young people. In December of this year, Alibaba acquired a stake in Mango Super Media (the group that owns Mango TV), which is bound to provide assistance to Xiaomang in e-commerce live streaming, retail logistics and other aspects.

3. Functional structure

4. Growth system

Judging from iQiyi, Youku, Tencent Video and Mango TV, do all comprehensive video websites make a separate menu module for it? Why are members placed in a very important strategic position?

The essence of membership is costly user stickiness and non-objectionable user discrimination. Costly user stickiness means that users pay for membership, and because they are members of a certain product, they will use the product more, increasing their stickiness to the product; non-offensive user discrimination means that even if a company treats members and non-members unequally, non-members will not feel unfair, and it is a consensus among consumers that members can enjoy better services.

We obtain traffic through video services, and then exchange the traffic for advertising revenue. This model has been popular for a long time, but the intrusion of advertisements has caused the user experience to deteriorate and users to leave.

There is a contradiction here: we need to retain users, but we cannot give up advertising revenue, otherwise the company will not survive; the paid membership model provides a solution to this problem. Members pay to purchase corresponding services, so we can strive for excellence in service, users are becoming more and more satisfied, the number of members is increasing, and the service is getting better and better. This is a very good positive cycle.

1) Membership growth system

Mango TV membership is mainly divided into PC mobile movie and TV membership, and full-screen movie and TV membership. The memberships are named according to the usage scenarios of the members. PC mobile movie and TV membership is available on PC, mobile phone and iPad. Full-screen movie and TV membership refers to five terminals, in addition to the first three, it can also be used on TV and box.

Only after purchasing a membership will you enter the membership level system. In the level system, the growth value determines the level, and the growth value is equal to the activation membership growth value + daily growth value + task growth value - non-member decline value; the non-member decline value means that if you do not renew after expiration, your growth value will be reduced by 10 points every day.

There are 9 levels of membership. As the level increases, you can get more movie tickets, membership renewal discount coupons, free movies, membership time red envelopes, priority participation in activities, etc.; perhaps you will have the same questions as me? Why is there a level system only available after purchasing a membership? Why can’t ordinary users accumulate growth points to upgrade?

We assume that non-members can also enter the level system, but the growth points accumulate more slowly. Then under what circumstances can the growth points be accumulated? This question turns into under what circumstances do users contribute value to us?

The answer is the length of time the video is viewed. The longer the video is viewed, the more ads are viewed. Other interactive behaviors such as likes and comments can make the community active, but they do not bring direct value.

Then the question is, will the user hang up? How can we monitor and avoid this behavior? It is impossible to monitor. We cannot judge by monitoring whether the user has performed any operation on the page, which is too vague. In addition, in order to increase the browsing time, we complete it in the points system.

The purpose of membership is to identify users through payment, so that the company can allocate resources to members to better serve them; the main purpose of membership levels is to allow users to continuously renew their membership. When there are no exclusive works that impress users for a period of time, the growth value can be reduced to create a sense of loss for users, thereby incentivizing renewal.

2) Points system

The main purpose of the points system is to guide users to use the product according to the direction of the product designer. It involves the issues of how points are issued and how they are consumed.

Mango TV’s points distribution channels include: signing in (5), watching videos for 30 minutes (10), Mango Movie City (50), commenting (10), sharing videos (10), posting high-quality comments (10), watching short videos for 5 minutes (20), watching 6 short videos (10), and opening message notifications (50).

In the points mall, a box of 12 cartons of German imported milk requires 8,700 points, and the price on JD.com is about 35. The exchange rate between points and RMB is about 250:1.

You can get 120 points by completing daily tasks, so you can earn at least 0.5 yuan every day. In addition to daily tasks, you can also win points through games such as "Mango Quiz", points topic, "Crazy Wednesday" points doubling machine, etc.

In addition to the Mango TV points system, in each branch game, such as "Mango 12 o'clock", you need to complete tasks to collect "golden eggs" and then get "Mango cubs", which can be exchanged for corresponding gifts; in the "Mango Planet" game, you need to complete tasks to collect "mangoes", and in the "catch doll" game you need to recharge "Happy Coins", collect points to exchange for corresponding gifts (the points in this game are not the same as Mango points), "Mango Blind Box", "Surprise Box Eggs" and "Fun Gachapon" all have their own points systems.

In fact, I personally think that "Mango Blind Box", "Surprise Box Egg" and "Fun Gachapon" can all be independent applications. They just rely on Mango TV's traffic to survive before they become big, so they all have their own points system, which has little relevance to Mango TV.

"Mango 12 o'clock" and "Mango Planet" are still in the operating system of Mango TV. Although the things obtained by completing the tasks are different, the tasks are still browsing videos, commenting and sharing, etc. They have different appeals to different groups of people and are a supplement to the points system.

4. Competitive Product Analysis

1. Competitive product selection

The data comes from Analysys Qianfan. In the field of domestic comprehensive video, iQiyi and Tencent rank first and second, and the number of paid members of both companies exceeds 100 million, which is of great reference value for Mango TV.

From the data for May 2020, it can be seen that the operating data of iQiyi and Tencent have increased, while Youku has declined, so iQiyi and Tencent Video were selected for competitive analysis.

2. Scope layer - business distribution

From the table we can draw the following conclusions:

• All three have fan communities. Long videos have a natural advantage in building fan communities. Users need to share and discuss their love for stars in movies and TV series. Having such a section within the APP is very helpful for user retention.
• The layout of iQiyi and Tencent in the pan-content ecosystem is obviously larger than that of Mango TV. They are involved in novels, comics, and performance tickets. iQiyi has already listed novel content as a VIP benefit, and Tencent has also launched a free reading card for novels.
• IQiyi and Tencent Video are both trying to attract traffic to their own mobile games. Although Mango TV also has small games on its APP, they are just ordinary and simple business games.

3. Structural layer - Information architecture

4. Framework layer-page distribution

There are many businesses in the three apps. This article focuses on analyzing the video business and membership-related pages. There are many A channels in the video business, most of which just classify and display the content with labels. We select the featured recommended channels in the homepage module, and then conduct an in-depth analysis of the personal center page and the member center page.

1) Video homepage

Search bar: iQiyi and Mango TV choose to place the search bar at the top, supporting video search no matter which channel you switch to, while Tencent Video places it below the category navigation. When switching to a variety show's exclusive channel or a game channel, search is not supported.

Personally, I think video search should be the most important function, and it can be quickly operated no matter which page you are on. I think the designs of iQiyi and Mango TV are better.

Top navigation:

The channels in the top navigation can be customized by the user, as shown in the third picture of each APP above; Tencent Video's layout can display more channels on a single page for selection. Long press the channel to open the editing mode, and you can modify my channel, that is, the channel content displayed at the top; iQiyi also has many channels, but very few are displayed on a single page. After adding a channel, it will jump to the corresponding channel on the homepage. You cannot add multiple channels at one time, which is not very convenient.

A small interaction worth mentioning is that when you swipe to the left on iQiyi's navigation, you can directly open the channel editing page.

Mango TV has relatively few channels, which may be because the videos do not have intelligent recognition and labeling classification, so there are not many interest-based channels.

Following/Guess you like:

Tencent and iQiyi both have a "Guess You Like" module below the homepage recommendations, which may be personalized recommendations based on the user's historical browsing behavior; while Mango TV's "Currently Following" arranges the user's unfinished videos such as variety shows, TV dramas, and movies in chronological order.

Personally, I think that when I open a video APP, most of the time I don’t do it out of boredom. I usually learn about a certain drama through other media channels, and then open the video APP with a purpose. When I open it, I don’t need it to recommend it to me. I would rather continue watching the video that I didn’t finish watching last time. So I prefer Mango TV’s “Chasing” design.

2) Personal center page

The personal center can be said to be the navigation of the entire APP. All functional services of the APP and the user's personal assets can be found here; the layout adopted by iQiyi has many categories, which is clear and concise, but not convenient enough to use; Tencent Video is similar to Mango TV, displaying relevant information of the community (following, fans), and then highlighting VIP members and some promotional content, followed by viewing history.

In terms of the classification of subsequent services, I think Tencent Video does a better job. The reason is that Tencent displays the records of users' interactions with Tencent Video business in the commonly used functions, followed by other promotional businesses, such as comics, grass field mall, etc.; and in Mango TV's "My Services", "My Viewing List", "My Appointment" and "My Order" are records of my active behaviors when using the app. I think it is inconsistent to put it together with "Personalized Skin" and "Screen Casting Assistant".

In addition, Mango TV’s recommendation function puts a lot of things, and the information structure is a bit messy. I personally think it can be optimized. This part will be described in detail in the optimization plan.

3) Member Center Page

Membership Card Tencent's membership card makes full use of its space to display key information such as level, expiration date, renewal record, and asset quantity. The amount of information in this area is very rich. In comparison, the membership cards of iQiyi and Mango TV have much less content and look neater and more beautiful. They display the asset information at the bottom, while Tencent gives this space to the renewal module. Its intention to get people to continue renew their membership is too obvious.

My assets:

Tencent puts all my assets on cards, and clicking on them will jump to the corresponding page. iQiyi uses a horizontal sliding mode to display them, and Mango TV uses a tiled display. Personally, I prefer the tiled display because my assets are important information for members, and it is not like a recommendation that users can watch or not.

Level Introduction:

Tencent and Mango TV display all levels and indicate which level the user has reached and what level benefits they have enjoyed; while iQiyi displays how far the user is from the next level, and users need to click on the details to see what level benefits they have.

When you click on the levels, you will see a very detailed membership level growth system. The three are similar, and they all clearly state the benefits that can be obtained at each level and make a table for comparison.

Benefits collection:

Tencent Video and iQiyi both require users to actively claim their level rights. They have a lot of content and both use a horizontal scrolling method. Mango adopts an active distribution method and does not have this module. We will analyze the pros and cons of this method in detail in the membership system module.

4) Membership ordering page

Tencent Video's membership center and membership ordering page are the same. I guess the benefit of this is that all users can see the various benefits that members can enjoy. It is equivalent to letting you try the product before purchasing it, which is helpful to increase users' awareness of membership products.

In terms of introducing membership packages, I think iQiyi did the best. First of all, Tencent did not have a detailed description, just a short sentence attached in a box, which I think is a bit disadvantageous for operations; for example, if you give away Meituan membership, how do you get it? Does it require some introduction? Mango TV did not introduce the advantages of the package, but simply set a price anchor point such as the original price, which was not attractive enough.

The membership of all three platforms is divided into mobile and TV versions, and iQiyi’s description is clearer; Tencent Video VIP is described as “suitable for non-TV users”, and the word TV is far less understandable than television.

The VIP name of Mango TV is simply called PC Mobile Movie and TV Membership, which seems to make sense, but unfortunately the name is too long and difficult to pronounce, and the full-screen movie and TV membership is still confusing at first glance; although iQiyi named the TV membership "Star Diamond VIP", which is also confusing, but it clearly marks on it that it can also be watched on the "TV side". So it is obvious that iQiyi is better in the description of members.

Tencent Video also has another way to activate membership on the page, which can be understood as a channel and activity for selling memberships. In addition to buying for yourself, you can also give membership cards to others and buy them for others.

5. Membership System

Membership size:

• According to iQiyi's latest financial report, as of September 30, 2020, the total number of iQiyi's subscribed members was 104.8 million, compared with 104.9 million in the previous quarter and 105.8 million in the same period last year;
• Tencent Video had 120 million members in Q3 2020, an increase of 6 million from the previous quarter;
• Mango TV has only 18 million members, one-fifth of iQiyi;

Membership Type:

• Tencent Video includes: Tencent Video VIP, Super Video VIP, Tencent Video + Tencent Ecosystem Membership, and Youth V Card;
• iQIYI offers: Gold VIP, Diamond VIP, Kiwi Member, Youth VIP, FUN Member, Sports Member, and Literature Reading Card;
• Mango TV offers: PC mobile video membership, full-screen video membership;

Membership level benefits:

Advantages and Disadvantages Analysis The biggest advantage of any video website is its exclusive video content. Leaving aside self-produced content, let's analyze the advantages and disadvantages of Mango TV.

In terms of membership sales channels, Tencent and iQiyi both have youth V cards targeting young groups, which are also low-income groups. The more memberships are sold, the lower the marginal cost. I think it is a wise approach to find a gimmick to sell membership cards at a low price. Tencent Video cooperates with enterprises, sells at low prices, and enterprises pay for it, so it can also sell memberships in large quantities.

In terms of membership rights, it can be seen that iQiyi and Tencent have richer ways to play with membership rights. iQiyi has done better in pan-ecological content such as novels and animations, which is very attractive to this audience; iQiyi's children's version of the APP is also very attractive to parents, as there is a feeling that one membership can be used in multiple places, which expands the benefits of membership; Tencent Video relies on the group's ecological system and integrates game and travel-related rights to enrich the connotation of membership rights; Tencent Video VIP is likely to become a large membership similar to the 88VIP card that covers all aspects of life.

In order to incentivize members to continue renewing their memberships, all three have adopted a consistent membership growth system, which reduces the growth value, lowers the membership level, and reduces the movie tickets and member red envelopes that members can obtain.

In addition, Tencent Video also restricts the redemption of points to only members, which makes it more costly for members who do not renew their memberships. As to whether this measure can effectively reduce member loss, we will have to look at Tencent's data to find out.

In general, Mango TV membership does not have any other advantages except self-made content. It can learn from iQiyi and implement the technology of downloading and playing at the same time, scheduled download, and audio mode; enrich the content with comics, novels, and knowledge courses; and expand the types of youth V cards and corporate membership cards.

6. Summary of Competitive Product Analysis

After experiencing it for a few days, my overall feeling is that iQiyi has rich content, Tencent Video has the best interaction, and Mango TV focuses more on operations.

Mango TV has a lot of operations. There are too many small games that require you to complete operations such as video browsing and commenting, and there are lucky draws every day. Sometimes four operation ads pop up at one time. Mango TV will also pop up a very small picture ad in the lower right corner every once in a while. I personally feel that this form of advertising has a great impact on user experience.

Mango TV can further expand its content ecology and further optimize its information architecture, improve automatic video tag recognition and algorithm recommendation technology, reduce intervention in points/game operations, and reduce unnecessary interference to users.

5. Product Optimization Plan

1. Optimization goals

• Improve users' awareness of Mango TV membership and its rights;
• Increase the number of Mango TV member subscriptions: expand membership activation methods and increase member payment conversion rate;

2. Optimization ideas

• Optimize the jump logic of the personal center page and the member center to make the page hierarchy clearer and expose important asset information V-diamonds;
• Optimize the information structure of the member center so that key information can be displayed all at once;
• Adjust the My Assets page to make it clearer and more user-friendly.
• Increasing membership activation methods and broadening activation channels are the most direct ways to increase the number of members;
• Optimize the membership subscription page, so that users can clearly understand the membership rights and interests on this page as much as possible, and increase the membership payment rate;

3. Solution

1) Personal center page and member center jump logic

2) Optimize the member center

3) Optimize my assets

4) Increase the ways to activate membership. The larger the membership scale, the lower the marginal cost. We should encourage as many people as possible to purchase membership.

Although we would like to charge higher fees to wealthy people and relatively lower fees to the middle class, this will cause contradictions; we can reduce fees under other names, such as the Youth VIP launched by iQiyi, which is promoted among young people; with this idea, we can provide lower-priced "Mango Hero Cards" to medical staff who have contributed to the epidemic, and we only need to do a rough verification of the information; then we can also reduce prices for different groups of people on Teacher's Day, Nurses Day, and various holidays.

Tencent has provided a good idea, which is to cooperate with enterprises and allow them to buy at a lower price. Enterprises can distribute video memberships to employees as an employee benefit, which is a good thing for both the enterprise and Mango TV.

It should be noted that the official pricing of Mango TV cannot be changed, which is the key to maintaining its value.

5) Optimize the member ordering page

Author: Rong Sange

Source: Strange Orangutan