"Youzan K 100 Personal Insights"-initiated by Youzan K 100 team and Jianshi * * *, to study industry best practices, understand industry development trends and empower industry growth. After entering the "reserve era", it is more and more difficult to grow from users, and the cost of pulling new products is getting higher and higher. According to insiders, "from 2020 to now, the cost of pulling new products has more than doubled." In this context, membership system has become an important weapon for retail enterprises to incite growth. According to the statistics of China Department Store Business Association, among the 5 A-share listed retail enterprises in the 20021annual report, 29 enterprises published member data, accounting for 57%, among which the sales contributed by member users accounted for an average of 69% in the overall performance, significantly ahead of the sales contribution of non-member users. It can be seen that under the new retail trend, the retail industry has changed from the original simple pursuit of flow economy and scale economy to the mode of taking private domain as the core position and deeply tapping the output value of "single customer". More and more enterprises regard members as core assets, and maintain the core value of the brand based on the operation of members. In addition, the acceleration of digitalization has also brought about great changes in the operation of members, such as from the management based on physical cards in the past to the operation by digital means, from emphasizing internal management to emphasizing information interaction and data analysis, from a single offline service to online and offline multi-platform omni-channel integrated services. All these put forward new requirements for the membership service system of retail enterprises. The core point of this issue of Youzan K 100 Insight into Private Domains is: What are the trends of membership operation based on private domains in the new retail era, and what should be paid attention to in doing a good job in membership operation? 0 1 member operation has entered a new stage under the digital upgrade. Since 20 10, the retail industry in China has developed vigorously from theory to practice. With the rapid development of digitalization, consumer behavior presents a trend of diversification, quality, socialization and digitalization, and the retail industry has changed from commodity-centered to user-centered. Member operation has entered the stage of precise operation. In this context, both brands and consumers have undergone significant changes. For consumers, the richness and diversity of material life is no longer satisfied with basic material needs, but they are eager to find more meaningful interpersonal relationships through trading links. On this basis, members give up some privacy rights and pay more attention to their own sense of belonging, social identity and other additional emotional and internal needs. For brands, member economy is no longer the pursuit of a hammer sale, but pays more attention to the stability and durability of user relations, and talks about a lasting love with members, thus resisting the threat of more intense market competition. This requires the brand to draw clear user portraits, understand user behavior information, feedback, pain points and needs in real time, and analyze member portraits in multiple dimensions. For example, a member who often buys vegetables, meat, eggs and cleaning products may be a housewife who is in charge of the daily life of the family; Members who often buy personal care, make-up and snacks may be a young and fashionable woman; Often check some goods or categories, but there is no deal. It may be that members are not satisfied with the prices of these products, or they have not found products that meet the needs of customers, which requires arousing the sensitivity of merchants to the price and category structure. In addition, the accurate operation of members is also reflected in the establishment of a deeper membership system, and the brand has changed from high-flow and low-precision to low-flow and high-precision: on the one hand, the brand pays more attention to tapping high-value members and improving their LTV, thus maximizing the value of individual customers; On the other hand, brands pay more attention to providing members with more comprehensive and ecological products and services. Not only that, more and more brands begin to digitize from the C-end user operation mode to the B-end, open internal systems, let more brands stay, and establish direct links between brands and C-end, thus giving members a platform and ecological care. There are three trends in the accurate operation of members: first, the membership system reversely derives new business models to create surprises for users. Nowadays, the functional value of the membership system is no longer limited to a single brand marketing promotion quadrant, but constantly explores new business cooperation modes to enhance the membership experience. For example, in the traditional home appliance industry, the membership system is used as the carrier to open up the high-frequency service module in the latter part, which greatly enhances the service experience of members, and at the same time, enterprises have also derived a new diversified and profitable business model. Good case: A new service has increased TCL's home appliance sales tenfold. As a well-known domestic appliance manufacturer and seller, TCL has been trying to reach consumers in more ways, and establish a member operation position that directly reaches consumers outside the e-commerce platform and traditional dealer model. The purchase attribute of household appliances is "low frequency", and it is an ideal acquisition path through installation, maintenance, cleaning and maintenance. In this context, "TCL is very good" came into being-formerly known as the after-sales maintenance link of TCL color TV, ice washing, small household appliances and other businesses. With the promotion of TCL's strategic transformation, the resources of 20 16 have been integrated into a brand-new corporate entity. On-site standardized services are provided at transparent and reasonable prices. Through the internal order grabbing system and user evaluation system, it is in the forefront of the industry in terms of service professionalism and satisfaction. Currently in more than 50 cities across the country. Ten o'clock home Tandem diversified business modules are horizontally connected in series: intelligent terminal products such as "TCL Electronics, TCL Air Conditioning, TCL Ou Ma White Power, TCL Innovative Business" under TCL intelligent terminal business group are launched through services such as maintenance, cleaning and maintenance purchased by members, and data such as product/category coupons and consumer browsing behavior are intelligently pushed according to the service life of the products, so as to promote the repurchase transformation in the replacement stage and launch the trade-in business in time. Vertical external series connection: In addition to serving TCL brand, it also cooperates with other home appliance manufacturers to undertake external repair/maintenance/cleaning services, and vertically broadens the target member user pool. Insight: medium and large brands often have diversified business structures and have strong influence and voice in the industrial chain. Such enterprises no longer limit the function of membership system to brand marketing promotion, but the effectiveness of member value transmission in a single quadrant cannot be amplified, which leads to limited member experience. Through the reverse derivation of the new business model, we will gradually explore the profit model based on membership and new business cooperation practices, so that membership can play a greater role in the development of enterprises, thus giving birth to new business models. Trend 2: Pay close attention to the user journey, pay attention to the accuracy of contact layout, and explore new global marketing paths. With the blurring of channel boundaries, brands urgently need to integrate global contacts and keep accurate in marketing, channel distribution and user operation. , thus forming a new marketing path. 1. From public domain to private domain: accurately lay out consumer contacts, occupy users' time and mind, and effectively expand the brand private domain traffic pool. 2. Private domain traffic operation: interact with private domain users efficiently, keep users sticky and stimulate repurchase intention. 3. Private domain feeds back the public domain: tap the data value and social value of private domain traffic, and feed back to help public domain marketing. There is a good case: a customized furniture brand has global linkage marketing, harvesting customized furniture for users in the whole community. Brand A has always wanted to build a digital ecological layout. Three years ago, it first chose Ali Ecology with Tmall Taobao e-commerce as the core, and the transaction and purchase links were complete. However, there is a lack of daily social contact and insufficient content dissemination. The customized furniture of brand A needs a lot of communication positions with social attributes from the eco-environmental protection of materials to the originality of design. Last year, I started to set up my own private marketing position. The first step is to share the decoration, material selection, home collocation and other contents from the operation of WeChat official account, Little Red Book and Tik Tok, to attract fans' attention and forwarding, and to convert customers from them; The second step is to find offline cooperation with real estate, property management and decoration companies, and make transaction transformation by grouping and delivering courtesy. In this process, we constantly accurately locate different customer groups (communities) and match high-quality goods. For example, in the just-needed residential community, we emphasize the integration and customization of the ecological environment. When considering accommodation, especially children's rooms, we often need to consider the needs of the second child. High-quality residential areas emphasize the matching degree between home design sense and overall home improvement. In the process of urban pilot, we enriched the information embedding points of private domain, built a more perfect user tag system, and realized accurate information push from 1 to 1 based on data, providing consumers with a more personalized experience. Then it began to make accurate delivery on the public domain platform, and the delivery conversion rate increased by 25%. Repeated epidemics in many places in the first half of 2022 also brought shocks to the decoration industry. However, during this period, Brand A provides online design consulting services, provides free customized solutions, and delivers the consumption concept of quality and healthy life based on the previously settled fan community. After the epidemic, a large number of orders were obtained and quickly returned to the right track. The reason behind this is that Brand A has realized commodity content, service commercialization and global contact, and penetrated the service as a full link to realize high-frequency interaction with consumers. Insight: There are many and scattered consumption channels, and the boundaries between channels are becoming more and more blurred. The brand needs to do contact and integration, and also needs to innovate in marketing, channel distribution and user operation. Focus on the user journey, pay attention to the accuracy and agility of contact layout, explore new global marketing paths, accurately reach consumers with automated marketing tools, and iterate, optimize processes, agile contact selection and intelligently optimize marketing content for target customers according to feedback and effects. Trend 3: Diversified value positioning matches the segmented population and wins the "public" with "minority". At present, member operation has entered the golden age of minority operation, and consumers are no longer just satisfied with basic popular needs, but tend to be personalized, customized and emotional. Target needs are met. This means that the operation of members should fully reflect the differentiation, which is not only reflected in the traditional marketing methods, but also in the deeper product value, member service experience, member experience scene planning and so on. There is a well-received case: 2 billion in half a year, domestic skin care brands have been deeply involved in the sensitive muscle market and launched an attack on Winona, a domestic skin care brand that suddenly broke out in the past two years. How did it enter the public eye? How to surpass many international brands and become one of the top ten skin care products in recent years? The core is that it breaks through the understanding of the single value of products, derives diversified value positioning, matches different segments of people, and practices "niche is the public". Winona started with the functional skin care of sensitive skin, realized user delineation by planting grass in the content, and then launched products for all kinds of sensitive muscles in various sub-fields. In the market where all the pits of cosmetics have been occupied, Winona can be said to have achieved the confluence effect through the operation of subdivided fields. Targeting and accurately targeting the needs of members and successfully cultivating a group of loyal members are the core elements of brand success. Enlightenment of new consumption: Re-examine the hypothesis that a trump card value/marketing golden sentence can be used by the whole people in the whole cycle, derive the core value into diversified value propositions, and effectively match the right people and positions, thus successfully cultivating a group of Winona's "die-hard fans". Insight: This is a niche era. Consumers have met their basic physiological needs and are jumping from the bottom of Maslow's needs to the middle, and they are more inclined to socialize and respect others. The niche era means differentiated marketing, which is different from ordinary discounts, promotions and team battles. The secret of the success of niche operation is to grasp the mental attention of a single user with the planning of differentiated scenes, so that users can take root in their own planned scenes with sustainable consumption content. After the single product breaks through, go to plant content and be a user circle. Doing a good job in transaction transformation and improving the accuracy of traffic is the key. The process of constantly copying each niche model is a process of "niche is mass". How to do a good job in membership operation? There is no doubt about the importance of member operation, but in the actual landing process, it often falls into a misunderstanding. Simply speaking, membership operation is activity operation, and the membership system has become a variety of membership rights. Broadly speaking, member operation needs to combine brand business model, operation, products, services, brand and experience design. From the perspective of landing, it is necessary to establish a goal, such as the number of members, high-net-worth members, and membership activity. And do a good job in building three capabilities of member operation: the first is brand management capability, the second is contact building position capability, and the third is collaborative support capability between the middle and back offices. Brand management capabilities include member loyalty programs, in-depth operation and maintenance strategy of core members, whole scene innovation, membership mechanism, etc. Contact position construction capabilities include official WeChat account, member center, private domain mall, community and enterprise WeChat. Collaborative support capabilities of middle and back office include: operating middle office, data middle office, organization collaboration, etc. Therefore, membership operation is a systematic project of the enterprise, and we need to align the operation strategy, IT tools and highly skilled personnel in order to achieve the expected operating results. Illustration: The design framework of a group's member operation system, members of different industries have different characteristics and needs, and member operation also has different emphases. In the high-frequency and high-customer-list industry, members generally have strong social preferences and attach importance to socializing and sharing. Brands should attach importance to brand image building and user interaction. Estee Lauder diverts loyal members to member positions, and makes use of member upgrades, products, offline spas and other experience rights to enhance member stickiness. 202 1, the contribution rate of active members exceeds 90%, and the value of loyal members is about 3 times higher than that of ordinary members. In the high-frequency and low-order industry, members have high requirements for convenience and short decision-making links, and tend to pursue individuality and diversification of interests. The brand side should have a multi-contact layout and pay attention to member retention and conversion rate. Starbucks has created a super application with thousands of people and faces. This year, we have increased the layout of corporate WeChat contacts and actively explored various ways of reaching. Its member stars can exchange all products, peripherals and services of the brand, and star gift cards and star gift packages can help social fission while locking the consumption frequency in the cycle. In 2002 1 year, the number of registered members of Starbucks approached1billion, contributing 80% of the revenue. In the low frequency and high customer list industry, members pay attention to product quality and service, and the decision-making chain is long, but the brand loyalty is high. Brands should improve user stickiness by improving high-frequency service scenarios. Midea's private domain ecology runs through the whole link of "use-after-sale-repurchase", enriching the after-sales service scenarios of products, enhancing the user experience, and introducing peripheral products purchased at high frequency, such as daily necessities and prefabricated vegetables. And the membership rights of "0 yuan Home Appliances Early adopters" to enhance the value of users in their life cycle. By March 2022, its private domain members have reached more than 20 million, and the average usage time of APP is 10 minutes. Word of mouth case: A liquor brand teamed up with Word of Mouth K 100 to build a member operation system 1) to focus on high-net-worth users. The "28 Law" tells us that 20% of high-net-worth users often create 80% of profits, and their proportion is very small, but they have strong spending power, high loyalty and high repurchase rate, and are willing to share. This is especially true in the liquor industry. The unit price of high-value members is much higher than that of ordinary members, which has a strong circle effect. Taking a liquor brand as an example, through the cooperation with Youzan K 100, focusing on operating high-value members, we strive to create scarce rights and services, operate in high-end circles, and then cover the wine-using scenes of high-end members with emotional services with temperature, so as to gain the continuous recognition and dependence of high-value users on the brand, improve their repurchase rate and fission, and form a positive cycle. 2) The operation of the circle of influence centers on the circle influence of high-end liquor members and the sports marketing advantages of the brand itself, creating a sports social circle with the golf circle as the core, and the brand side creates a powerful social scene in which circle members naturally interact with the brand. Through the development of circle activities in line with brand tonality and category characteristics, the mental penetration and membership stickiness of the circle will be enhanced, and at the same time, sales opportunities will be created, and more accurate consumers will be brought to the brand through the introduction of friends and the gift of rights and interests in circle activities. 3) Differentiating and highlighting rights and interests In addition to the homogenization of member rights and interests, the brand has launched a series of brand-specific and latest new user activity rights and interests to promote users to deeply understand the brand and product stories, and to generate mental voices with the brand through immersive or lightweight interactive experiences. At the same time, through various kinds of scarce customized membership rights and interests, such as directional purchase of scarce products and customized services for members, the awareness of member rights and interests is strengthened.