@新熵 Original
Author丨Gu Twenty Editor丨Jiuli
In the 20th year of the 618th line, many changes have come to us. Among them, in order to achieve certain business growth, "user first" has become a business strategy chosen by e-commerce platforms and merchant brands.
"Not only care about how many users, but also care about how many super users", Luo Zhenyu mentioned in his 2017 New Year's Eve speech The new business rules of the stock era have also become a new engine for business users to promote business growth.
On the one hand, consumers' shopping decisions are becoming more and more rational, and every penny spent needs more reasons to pay, and the competition for traffic is becoming more and more fierce. On the other hand, some heavy membership brands are still growing against the trend under the steady repurchase of super users.
According to research data from Nielsen, a well-known market research agency, every 1% increase in super users will lead to a 10%-15% increase in ordinary users and a 20%-25% increase in sales. Marketing expert Philip Kotler has also said that the cost of acquiring a new customer is five times that of retaining an old one, and retaining 5% of customers is likely to bring 100% profit to the business.
In this sense, if there is still room for multiplication of the brand, then membership operation must be a necessary basic tool for every brand, as well as a long-term and stable growth curve. This is especially true for this "user first" 618 promotion era.
Platforms compete for power users
As a commercial infrastructure that connects super users, it is the absolute focus of 618 this year in addition to price power.
On the eve of 618, the Douyin e-commerce platform issued new rules for the withdrawal of member operators who did not meet the standards, shifting from the previous extensive management of simply pursuing quantity growth to the operational logic of membership rights; Jingdong also set up different marketing methods in different scenarios during the big promotion.
As the earliest platform to focus on user operation, Tmall has taken the lead in launching the "Brand Annual Membership Day" focusing on membership operation since 2021, and pioneered member birthday gifts, membership challenge plans, member 1 yuan draws and other gameplay methods to help merchants promote activity, increase customer unit price and conversion.
On this basis, this year's 618 promotion, the "Brand Annual Member Day" has been further upgraded to the "Brand Super Member Day", while renewing the brand identity, it has also updated the exclusive membership gameplay, opened up the whole link of the public and private domains, and added multi-touch points such as live broadcast rooms to help brand members reach and improve efficiency.
The different levels of infrastructure of members also bring different stages and emphases of operation to different platforms. Among them, Tmall, which gathers many brand resources and has rich membership operation tools and operation capabilities, has taken the lead in becoming the largest position of brand management super users in the 618 promotion era where users first after the upgrade.
According to the data, on the first day of 618's good start, as of 24 o'clock on May 21, the total number of new merchant members after the launch of Tmall 618 exceeded 15 million, and the number of merchant members on the whole platform hit a record high. During the 618 full cycle, the number of new brand members on the Tmall platform totaled 90 million, of which nearly 10 million were brought by the IP of "Brand Super Member Day".
In addition to the scale of quantity, based on the business growth logic of super users, the certainty of the growth brought by members to the brand has also been verified again.
On May 21 alone, there were more than 300 merchants with a turnover of more than 10 million on the Taobao Tmall platform, and more than half of the transactions were made by members in multiple industries. Among them, in some categories such as sports and outdoor, FMCG, food, etc., which need to stock up on a regular basis or replace consumables, the proportion of merchant member transactions is as high as 70%.
Members are not only the main consumer force, but also the basic plate for the brand to practice long-term management. From the perspective of platform advantages, with one billion consumers, Tmall has the widest range of users on the whole network and a wide range of needs, which is worthy of the brand's time and energy to operate for a long time as a super user base.
At the same time, Tmall has the most complete and abundant brand merchants in the country, which can provide a large number of consumers with diversified choices to become members. With the prerequisite for building the largest membership operation platform in China, it will naturally become the preferred cooperation platform for many brands.
After the launch of the new and upgraded gameplay, Tmall has built a merchant membership operation system with global coverage on the basis of new members, recalls, and conversions, and has begun to drive the common growth of merchants and platforms from big promotions to daily life, becoming a key sample of in-depth member operation.
Refined membership infrastructure wins global growth
The increasing proportion of member transactions means that the precipitation of members, the promotion of member transactions, and the creation of a super user operation system are becoming the key to the growth of merchants.
1. Super welfare, create super marketing, and build a super identity that goes both ways.
For super users, the decision-making factor of consumption often shifts from the choice of functional value of goods to the pursuit of lifestyle represented by the brand. Therefore, in the past, the focus of brand building often revolved around the ideal persona of consumers, which was a one-way brand proposition.
Compared with the limitations of one-way transmission, as a stage for members and brands to communicate, Tmall Brand Super Member Day provides a super benefit to open the ideal personality threshold of consumers and establish a super identity between users and brands in both directions.
For example, the outdoor sports brand adidas and the Tmall brand Super Member Day, on the one hand, in terms of super benefits, by switching perspectives, in-depth insight into the "focus" of the target customer group, closely following the hot spots of the European Cup international events, creating exclusive privileges for members, mining exclusive marketing scenarios, and customizing creative marketing to spread across the network.
另一方面在超级尖货上，同时紧跟潮流趋势，陈冠希CLOT联名、SONG FOR THE MUTE、Pharrell Williams等多重联名及MAD IIINFINITY尖货及Samba等高热度商品作为会员专属产品发售。
Up and down linkage, three-dimensional release of the brand's preference for members, sublimation of the self-identity of members. The final members penetrated the TOP 1 throughout the year, the No. 1 in the sports and outdoor category on the activity day, and the AIPL crowd increased by more than 43 million.
2. Take advantage of super new products to precipitate super exposure user assets.
If the super benefits activate the increment of super users, the focus is on the precipitation of member assets, then for the launch of new products, it requires not only short-term explosiveness, but also the ability to achieve brand compound interest of user precipitation.
Taking the 3C digital industry as an example, electronic products are updated every year, and every new product release is not only a game at the technical level, but also the main position for brands to expand their voice and dialogue with consumers.
Taking advantage of the opportunity of new product announcement, vivo and Tmall brand super member day created a membership ceremony, which realized the dual advantage of membership economy and new product explosion.
First of all, at the end of March, vivo released the super TVC brand proposition and online and offline linkage of the healing and warm short film "Nature Has Answers", dominating mainstream social media such as Weibo and Douyin, achieving an overall exposure of 1.3 billion super exposure.
With Super Exposure, then what? vivo's XFold3 series, Pad3Pro, TWS4 and other blockbuster new products were launched in conjunction with the first launch, combining a variety of gameplay methods and packaging a number of member rights and interests. In the end, during the activity cycle, the GMV was more than tripled, the member transaction accounted for 60%, and the number of new members of the brand exceeded 200,000.
This membership ceremony created in conjunction with the Tmall Brand Super Member Day expands the scale of members and boosts the penetration of members, boosts the sales of the event, and also realizes the super exposure of new product promotion potential energy to the precipitation of user assets.
3. Super interconnection, forming a "super traffic alliance" of group groups
In addition to the outbreak of a single brand, for FMCG giants with a multi-brand system, although they have an unshakable dominant position in the industry, in the upward pressure of the big consumption environment, how to let the classic brands continue to maintain their advantages and twist their multi-line brands into a joint force to "fight in the group army"?
For group customers, Tmall opened the "Group Member Week" customized theme marketing event for the first time to amplify the power of group members and promote the common understanding of the crowd.
For example, the Estee Lauder Group, which was the first to cooperate with the Group's Member Week, launched 3 groups of group small beauty boxes for the first time with 12 brands of the whole group during the event period, and jointly released 11 new limited gift boxes with 5 brand spokespersons during the 520 period.
According to the segmented needs of beauty consumers in different scenarios, a "super traffic alliance" is formed to open up the inherent consumer circle, expand the increment of marketing value, and finally realize the cross-scenario and cross-population acquisition of brands. The exposure of United Communications exceeded 500 million, the transaction exceeded 100 million, and the number of new members exceeded 300,000, becoming the first FMCG giant to enjoy the dividends of the group's crowd asset exchange.
As an IP field for brands to communicate with members, the upgraded Tmall Brand Super Member Day not only attracts users to become members, but also provides a set of comprehensive super management system for brand management in different industries and at different stages.
A new business path for a win-win situation for all three parties
Based on the daily membership infrastructure, it also makes super users a super lever for the growth of many brands 618.
During the big promotion, Tmall Brand Super Member Day joined hands with Zhang Zhehua to perform the joyful short drama "Reborn I am a "Wealthy Family" on Tmall", taking advantage of Zhang Zhehua's character image in the "Annual Comedy Conference", through multiple scenes such as the young master getting up, playing ball, and taking pictures, the distinguished treatment of members is highlighted, making the exclusive rights and interests of Tmall Brand Super Member Day more vivid.
At the same time, it cooperates with 2500+ brands such as Nike and inne to create exclusive membership gifts, and users can search for "Tmall Brand Super Member Day" on Taobao, and they can participate in member gift lottery, exclusive discounts and other preferential gifts, adding a unique membership mechanism to 618, so that the wandering young ladies and young masters can enjoy the noble life of a "wealthy family" again.
This member-exclusive 618 wealthy strategy has been foreshadowed as early as the previous TopTalk 2024 Tmall Super Brand Private Sharing Conference in April.
In the brand management strategy of the new year, Su Yu, general manager of Tmall Brand Marketing Center, has made it clear that Tmall will fully focus on brand growth and continue to enhance resource investment in new products, new brands and hot-selling products.
Since April this year, Tmall will gradually invest a total of 50 billion yuan, and this fund will be allocated to a number of projects, including but not limited to investing 10 billion traffic to promote the sales of 5,000 new products, helping the market rise of 100 emerging brands, and strengthening the construction of live broadcast and content e-commerce ecology with 10 billion yuan.
In addition to the investment of real money, the infrastructure of private domain members is also the focus of investment. Among them, Tmall will delegate some of the capabilities of store operation to merchants this year, including opening real-time operation service capabilities to merchants and brands, such as price reduction reminders, newcomer gift certificates, event prices, etc., and the bottom of the store framework supports brand in-depth personalization and customization.
In addition, the upgraded gameplay of the IP field of "Brand Super Member Day" will also undertake different stages of membership operation in a more refined manner.
For example, the member lottery assumes the function of attracting new users and recalling old members through the 1 yuan lottery, which can not only attract new users to experience the product, but also motivate existing users to participate in brand activities again and stimulate their interest in the brand.
During the 618 period, more than 12 million members participated in the lottery, with new members accounting for more than 1/3, and the average number of members participating in a single brand exceeded 100,000. Among them, the sports and outdoor brand FILA attracted more than 300,000 participants, and the beauty brand Proya attracted more than 500,000 people to participate in the member lottery.
The Membership Challenge Program motivates members to participate more in brand activities by placing an order for a certain amount of goods and returning exclusive prizes, thereby increasing the frequency and amount of purchases for members.
During the 618 promotion, the membership challenge program attracted nearly 20 million users to participate, and the outstanding brands even attracted more than 400,000 people to sign up. It is reported that the exclusive gameplay of the 618 Member Day IP has been upgraded, and the ladder gameplay of the member challenge plan has been added, which has further increased the customer unit price level of participating members and helped the brand to increase the customer orders of participating members by more than 50%.
With the help of multiple tools, whether it is attracting new customers, recalling, increasing customer orders, or promoting order conversion, merchants can adapt the gameplay tools according to their own needs to drive business growth.
As the first position of brand management, Tmall, which has upgraded more new ways to play, can not only bring brands and members closer to each other, allow brands to explore member needs more deeply, but also quickly establish a unique value system of Tmall Brand Super Member Day, help new IP dispel strangeness, and become a party hall for brands, members, and platforms to "meet regularly".
Each participant can achieve the desired expectations in this three-party festival, feel unique treatment, and establish a higher loyalty to each other. In the future, more and more brands will need to leverage the Tmall Brand Super Member Day IP to re-establish their own membership system, accelerate membership upgrades, and open up new growth paths for brands.