Alibaba has become a hot topic recently because of the launch of the 88 membership card. Even if it is not well known to everyone, it is still a big trend in the circle.

Membership, as a common marketing strategy, has continued to develop with the birth of business to this day. Whether it is a monthly fee for music or playing software membership or a free one such as Naughty Value Membership, QQ Level Membership, etc., merchants generally launch membership mechanisms around the following four purposes:

1. Effectively increase the number of users Retention rate and activity: Since users will purchase membership of the corresponding software, first of all, this behavior is a kind of recognition, at least in terms of functionality. Secondly, in order to maximize the benefits of membership fees, users will also choose first or increase the membership fee. Frequency of use of this software.

2. Improve user value: Members themselves have the meaning of VIP, so members must have one or two obvious differences from ordinary users in functional design, usually in terms of user experience or permissions. , which will give member users a sense of superiority.

3. Obtain benefits from membership fees: Member fees may be high or low depending on the specific benefits and benefits, which are the direct benefits they bring.

4. Establish a traffic bridge: In addition to the special treatment of this software, the membership mechanism often also adds some functions of other software, so that it can effectively establish a traffic bridge.

Let’s go back and analyze Alibaba’s 88 membership card. First of all, the Alibaba 88 membership card is a step in the layout of Ali’s ecological environment and is the key to establishing a traffic bridge. However, in fact, the launch of the Alibaba 88 membership card has a more important aspect. It has a unique mission, and this mission is to threaten similar e-commerce competing products.

The first thing to do is to create hot spots. As the saying goes, there is no smoke without fire. In fact, there is no other requirement but that the movement must be big. Assuming that the price of the Alibaba 88 membership card is uniformly 88 yuan regardless of the naughty value, or the standard price on JD.com is 149 yuan, then it will be difficult to cause such a big discussion topic. It is precisely because of the differentiated dues mechanism brought about by the harsh naughty value conditions that it has been criticized by some people, resulting in this wave of heated discussions.

Alibaba 88 membership card purchase mechanism: the purchase price for naughty points above 1,000 points is 88 yuan, and the purchase price for naughty points below 1,000 points is 888 yuan!

There are two obvious conflict points in the 88 membership card mechanism:

Members have different naughty values, and the price difference is too large! It feels like there is obvious discrimination! Moreover, the contents included in the membership card are not worth 888 yuan in a package, which means that the possibility of ordinary members spending 888 to buy it is very slim, because there is no intention for you to buy it at all. This kind of marketing is very interesting!

The difference in purchase price caused by the membership level is obvious, which makes advanced users feel the supreme sense of nobility, and gives birth to the mentality of "my years of consumption is not in vain" and "if you don't buy it, you will lose!".

Of course no one will pay attention to the 888 yuan membership card. Ali designed the 10 times price difference not to let ordinary users buy it, but to promote the conversion rate of users who buy 88 membership cards and stimulate ordinary users. Users are working hard towards a naughty value of 1,000 points. In short, they hope that everyone can use Taobao and Tmall first if they want something with the same cost-effectiveness.

The proportion of users with a naughty value of 1000 or above is about 25%. They can be regarded as the top users of Taobao and Tmall. In front of JD.com and Pinduoduo, these users can no longer be taken away by others. Members The card system increases the loyalty of these users, and at the same time cultivates the activity of ordinary users through this potential benefit stimulation. In this Internet world full of advertisements and traps, the threshold for users to pay is very high. If you want users to take the initiative to pay, you must give them enough reasons.

There is a term in the Internet called "anchoring effect", which means that when people make judgments about a certain thing, they are most easily dominated by the first impression or the first information, just like a ship. An anchor that fixes people's thinking somewhere.

The Ali 88 membership card takes advantage of the three anchoring effects!

For the first time, users will think about what they can buy with the 5% discount coupon in the Tmall store. I don’t know much about it, but I know clearly that Youku membership is clearly priced at 208 yuan/year, and Ele.me membership also costs a year. The 120 yuan is obvious, not to mention the Xiami membership and many other small benefits. After calculation, 88 yuan is a sure profit! These membership prices are the anchor prices in your mind.

The second time the user anchored the price of the VIP card at 888 yuan, so as a high-scoring user, he can buy this VIP card for 88 yuan. It would be a waste of money not to buy it!

Finally, when users of competing products saw the 88 membership card next door, did they feel a little itchy? So should I use Taobao and Tmall to buy things in the future? Do you want to give it a good review? Do you want to save up your naughty points to 1,000 points and get an 88 membership?

There is a small abacus, but users who can calculate well still have to calculate whether it is cost-effective and who else to follow. What about home comparison? Of course it’s JD 149 membership card, JD coupons, free shipping and iQiyi! But for Taobao products, shipping costs are non-existent, iQiyi? A bunch of Alibaba members give it to you! It is estimated that Ali 88 membership card beats JD membership! At this point, Alibaba has given three anchors to users.

In short, human nature can always accept not making a profit, but it must not lose!

Of course, retaining value is the key. Sincere marketing is not just about routines, but also about creating value for customers. When costs are fixed, designing service-oriented benefits that truly satisfy users based on the business itself will be of great help in improving user retention rates. Alibaba’s 88 memberships can be calculated at will. The minimum value of Youku membership, Ele.me membership, and Xiami membership is more than 300 yuan. Even if you only use one of the above memberships, then for users, the 88 membership card will also appear Very sincere.

In the end, the purpose of cultivating the Alibaba ecosystem is to integrate and connect many of its products, which is even more obvious.

It must be said that people’s concept of paid membership is slowly changing, and the awareness of copyright and reward awareness are also constantly improving. With the great wave of consumption upgrades, I believe that the era of paid membership has passed. Not far away.