You don’t even know the most popular sustainable profit model in 2019?

　　Nowadays, platform traffic is becoming more and more expensive, the cost of consumers obtaining information on the platform is becoming more and more high, and the cost of enterprises obtaining consumers through the platform is also getting higher and higher.

　　In the case of shortage of traffic and expensive traffic, we must not only grab traffic from other people’s bowls, but also beware of being robbed. Under such a trend, circle social networking, private domain e-commerce and membership system have formed a mutually connected and constantly changing business format.

　　Circle socialization is to make an accurate portrait of members. The circle divides traffic into different ecological groups. Different products can be customized for members according to the member needs of different groups.

　　Private domain e-commerce has built channels for circle traffic, and member consumption has become the bottom of this ecological chain, ultimately monetizing.

　　Business merchants must convert ordinary traffic into members, and through long-term operations, they can generate repeated transactions to bring continuous profits, and this is the core of the membership system.

　　Circle social networking + private domain e-commerce + membership system empowers business

　　In the traditional e-commerce membership system, the feedback system is weak, and customers often do not know that they have become members; members cannot know the changes in points and grades after placing an order; there is no designed point ranking, no public reward mechanism, and there is no motivation for member upgrades; or there is too many rewards, no sense of ritual, and cannot stimulate members' interest.

　　So how should the membership system be operated? What is the social e-commerce membership system? We will elaborate on four aspects.

　　01How to design a social e-commerce membership system

　　We divide the membership system into two types. One is the multi-level membership upgrade system and the step-by-step restriction relationship upgrade, which can filter out high-net-worth members; the other is that a single product brings out a single membership system, and a variety of member products can attract more members to join.

　　1. Multi-level membership upgrade system

　　Customers who join WeChat after purchasing through e-commerce channels and continue to consume in designated purchasing channels are called members. Merchants can design nicknames for members of different levels to deepen their sense of belonging in the community, and also have interesting attributes and communication attributes. Nicknames can be designed based on brand elements, IP elements, game elements, etc.

　　The membership threshold needs to be activated and continuously upgraded, and the membership thresholds of different levels are also different. From ordinary members to advanced members, we need to guide users to upgrade step by step. There is one key point: each member threshold is designed with only one core right and make this right to the extreme, so that members have a clear sense of purpose and a desire to upgrade. Remember not to have many rights and interests at each threshold.

　　The multi-level membership upgrade system is formulated from several aspects: membership level design, membership nickname design, membership threshold design, and membership rights design. This is similar to the traditional membership system, but it also has great differences. Social e-commerce focuses most on communication.

　　2. Single product brings out a single membership system

　　How is a single member designed? First of all, it is also necessary to design the membership level and membership threshold. Secondly, different products should be customized for different member needs.

　　The membership rights design can be diverse, such as gift sign-in, birthday surprise gifts, daily discounts, coupon packs, etc. The core purpose is to promote members' desire to buy again, so when communicating, try to avoid sending complicated terms to members, and it is good to present them in the form of pictures.

　　02 Membership Privileged Marketing Design

　　Membership privilege marketing design is basically divided into five types: price privileges, gift design, points design, pre-stored value design, and reward design.

　　For example, in points design, we can plan a community event, activate members through the activities that earn points, fission and new recruitment.

　　Coupons redeemed for points must be clearly informed of members of redemption time and product information. The redeemed products are recommended for daily necessities, simple skin care products, makeup or maternal and child products.

　　When planning activities such as membership day privileges, members of different levels are the same, which can facilitate the performance statistics.

　　03 Member fans attracting strategies

　　How to attract more members? We need to establish omni-channel operations, and platforms such as Moments, Douyin, and Xiaohongshu are indispensable to increase user reach.

　　In designing membership card content, members need to be gradually guided, from telling customers that they have become members; to members will enjoy a special benefit, but they need to be activated to receive it for free; to activate membership, you need to add WeChat, etc. It should also include the membership system, member welfare introduction, etc. that can bring value introduction to members.

　　04 Member Operation Strategy

　　The member operation strategy includes three aspects: member ritual operation, member upgrade operation, and member participation operation. In community operations, rituals need to use rituals to strengthen the importance of events, implying that members must pay attention to this matter.

　　Ceremony design is an important communication with members, and members need to do some troublesome things to strengthen members' sense of identity transformation.

　　When a member level changes, rewards should be given, and changes in the level and points should be clearly informed, and feedback should be obtained.

　　Upgrades also require ceremonies. When upgrading members, merchants can provide members with products and promote sales through private chats, tagged content marketing in the circle of friends, specific activities within the group, product selection marketing and other operations.

　　In addition, planning participation activities can enhance member stickiness and establish links between members and brands.

　　In 2018, Wu Xiaobo asserted that the membership system will become the most popular consumer relationship model in 2019.

　　Today, when traffic is getting more and more expensive, fewer users are being used, and profits are falling sharply, building a membership system can help companies find high-value new users, activate old users, improve their hematopoietic capabilities, and achieve low-cost rapid growth.

　　October event preview

　　E-commerce has been developing for many years and has long since transformed from a blue ocean to a fiercely competitive red ocean. In the past few years, it may have been easy to make money, but now it is constantly losing money in the fierce competition.

　　How to improve your competitiveness in the e-commerce red ocean, break out of the level of price war, and solve the problem of how the company relies on to make a living in the future from the perspective of business model and strategy? How to develop products that are truly competitive and can occupy the market?

　　Laogao E-commerce Club held a special study session in Shanghai with the theme of "E-commerce Enterprise Strategic Layout & Product Development and Innovation" from October 24 to 25 to help you break out of the e-commerce red ocean and find a way to break through!