From Amazon, Walmart to Ali, Suning, why are big companies firmly grasping members?

Membership cards are an important measure for e-commerce companies to retain users. The existence of membership cards can retain new people for e-commerce, and at the same time, it is also to lock in the original users, so various e-commerce companies have launched a "membership system" to sink the market. Membership has been around for a long time.

From barbershops to airlines, there are members in all walks of life. In recent years, in the high-frequency retail industry, paid membership has also developed unprecedentedly. The membership system originated from the membership system of European and American hypermarkets, and its core is loyalty.

In the situation that e-commerce traffic is becoming more and more expensive, Amazon has shifted the cost investment from the short-term ** to the demand for Prime members, and invested resources in users who are willing to spend money to buy members, so the return is also fast, which is the long-term strategic situation laid by Amazon on the "membership system".

Compared with the e-commerce membership system of JD.com, JD.com only gives users the convenience of logistics and returning their own JD beans, without **, film and television resources, and few win-win cooperation projects. Therefore, compared with other e-commerce companies, Ali's perennial acquisition of various resources is an important advantage of Alibaba.

The biggest feature of JD's membership system is logistics. JD.com's logistics speed has always been its advantage, but non-members still have the premise of full price, which is a pain point, so it follows the Amazon Prime model to launch a membership system. However, JD.com's membership system only gives users the rights and interests in JD.com**, and the content of the rights and interests is not as good as Amazon's, which naturally leads to the fact that the membership rights and interests are not very attractive to users.

Later, on April 27 this year, Jingdong launched the "Open JD Plus Annual Card, and simultaneously enjoy the rights and interests of iQiyi Annual Card", and jointly created an interoperability system with iQiyi members, which is JD.com's strength in enhancing itself.

Summary; Members are essentially the same, they are all for the platform to screen out high-quality loyal consumers, so as to promote the refined operation of the entire platform's existing customers and merchants, and get more income.

Because the members are better, they are like frequent customers, and of course they need preferential treatment.

Because members are their main customers, only they have a fixed profit to receive.

Because members have a lot of benefits, they can also attract customers. It's a form of marketing.

Because it's not so much how to attract users, it's how to retain them.

Because no matter what industry membership is the foundation, only members will have sales.

I think it's mainly because they really need it.

This is done because this membership model can also bring you additional income for yourself.

Because of this thing, they also want to develop for their performance, so they are catching members.