The cold period of traffic is coming, so we must play the membership system, which will control people's hearts and retain people!

Many enterprises will find that the traffic is getting less and less. No matter how they do activities, the traffic just can't be brought up, which gives us a warning that the cold period of traffic has really arrived.

Moreover, there is another very terrible thing. The total number of people in the new population structure after 95, 00 and 05 is declining, which means that our traffic growth rate will plummet in the future.

Therefore, from the original traffic dividend to private domain traffic, it is gradually moving towards refined operation. Whether an enterprise can survive in the future depends entirely on how to master the methods and strategies of private sector stock. These relationships are reversed, that is, to lay a good membership system, which is an opportunity and challenge in the cold period.

Next, from the perspectives of what membership system is (who), how to do it well (how) and how to do it well (what), we can grasp and retain people's hearts!

In fact, the word "member" gradually rose from the famous cards or invitations submitted by feudal dignitaries, symbolizing their status. With the development of commercialization in capitalist countries, the content of commercialization gradually involves users, and members have become a status symbol in a certain sense.

Members are members of an organization.

The membership system takes the rights and interests system as the core, supplemented by the grade growth system and incentive system, which drives users to grow and generate loyalty, and promotes the maximization of LTV.

The construction of the system is to prevent the loss of members and users in their own private domain, so that they can constantly use the products and commodities in their own systems. Re-purchase, enhance brand word-of-mouth communication, and more accurately understand user preferences and needs.

For most enterprises, the establishment of membership rights is mainly to solve the problems of the source and destination of users.

Record and track users' consumption behavior, divide the value level according to users' consumption value, set different membership rights, and draw users' portraits and labels.

Analyze the big data of user information to improve the repeated consumption rate and activity rate of users.

The membership system of different platforms is different, that is, the membership threshold and mechanism are set according to the characteristics of their own products. From different angles, members can be divided into three categories.

Free membership: You don't need to pay, you can become a member as long as you meet the preset rules, such as Blue Ocean House.

Paying member: You need to pay a prescribed amount to become a member, such as Netease Cloud.

Graded members: according to the growth law, different levels enjoy different rights and interests, such as public comments.

Indifferent members: all members have the same rights and interests, for example, members of the business edition of the workplace.

Single member: the whole product line has 1 member products, such as maintaining members.

Multi-product: The whole product line includes multiple member systems, such as Zhihu Salt Selection Member.

The exchange of money and goods/services between consumers and enterprises. Just like you buy goods online, the merchant will exchange the corresponding points for you, and these points can be exchanged for goods when they accumulate to a certain value (points cannot be exchanged for money).

This form of offline is more common, the purpose is to improve the user's retention rate and repurchase rate, but it is difficult to differentiate goods and services, so this model will make users have a bunch of integral membership cards in their hands.

Consumers and enterprises exchange equivalent virtual currency in some kind of cooperation. A typical example is making money. For example, if I export high-quality content to the platform, I can get a dragon ball after the content is selected. Dragon ball has many rights and interests, which can also be converted into money to enhance its stickiness with users.

Consumers and enterprises reach a stored value behavior in exchange for the corresponding membership welfare privileges, and all preferential activities and rights enjoyed by users are bound to the balance of savings cards.

Education, barbershops, gyms, restaurants, Internet cafes and other places all use this savings business model to lock in the LTV value of users (increasing corporate debt hahaha).

From the traditional mode, the biggest feature of subscription mode is that members are not free to join, and they must pay annual fees and monthly fees in exchange for various services provided by enterprises.

A good subscription to this mode of service will make users refer to and pay for it, but the products and services are not good, and users may not contact the goods or enterprises again. Therefore, many refined operations are constantly optimizing the services from subscribing members, resulting in positive stickiness with users.

The membership system of each enterprise is linked to its own business model, and the design of rights and interests will seriously affect the retention of private domain. General rights and interests can be designed in three forms:

① Retention type: On the premise of improving user retention rate and promoting communication between users and enterprises, we will continue to carry out positive energy activities and encourage users to use membership rights.

② Reciprocity: On the premise of giving away user's rights and interests prizes, upgrading membership services and increasing repurchase rate, we will be result-oriented and constantly optimize refined operations.

(3) Word of mouth: establish corporate brand, emphasize corporate image, provide superior sense for high-value users, and increase strong IP services endorsed by word of mouth.

There are various membership modes, but there is no 1 fixed mode in the operation strategy. Only how to retain users, improve the system scheme of the result-oriented transformation, and a good operation strategy will not contact and interact with members in different forms to help users develop fixed consumption habits. We can build a benign membership system from the following three skills.

① The level setting of members follows the "28 principle", and the threshold setting of members at each level needs to consider two dimensions: purchase frequency and consumption amount.

Knowing what kind of consumption level users are at is the core users, and the focus of rights and interests is on these 20% users.

② It is more appropriate to set the membership level at around 4. Too little will make users lack motivation, and too much will make it difficult to distinguish the differences.

(3) Appropriately lower the entry-level membership threshold, so that a large number of users can easily join their own membership system.

(4) Open the difference of membership level. Each level corresponds to different rights and interests. The higher the level, the better the membership rights.

Membership rights mainly focus on enhancing users' sense of value and user experience.

General equity items include:

1 product category: new products are given priority experience, and new products are tried for free;

② Service category: after-sales refund is preferred, and the refund is free of freight;

③ Activity category: membership price and membership day;

4 knowledge: dry goods in all member areas can be studied for free;

⑤ Commission category: After selling goods, members have the right to receive commissions for the corresponding contents;

6. Gift certificates: discounts, value-added coupons, double points, and gift exchange;

⑦ Docking category: Merchants introduce each other to win * * * benefits.

Member day refers to the special rights and interests of activities that only members can participate in, so that ordinary users can realize their differences and special treatment. Fixed dates will also make users form the habit of participating in activities regularly and enhance their retention.

For example:

Catering can be set up with special activities for members every week;

Clothing can be set up for members who buy goods every week to double the exchange activities;

The knowledge class can be set as a weekly group sharing knowledge class to increase social stickiness;

Tea can be set to send coupons directly to members every week.

To sum up, the membership system is constructed from the perspective of user service. Only when the products are in place and the membership system service is a good word-of-mouth communication of the brand, can there be enough private users, and the conversion rate and repurchase rate will continue to improve.

Even if the traffic freeze period comes, I am not afraid that the loss of users in my private domain is greater than the number of users put in, because the membership system is the umbrella and safe house of the private domain, and playing with the user system can control and retain people's hearts.