Post by account_disabled on Mar 7, 2024 8:07:39 GMT
point to fission a membership product matrix? The following idea is to set up multiple Us for the same membership rights. The content of member rights remains unchanged and can be disassembled from multiple dimensions. Create multiple Us. Some users want to experience VI services in the short term and some users will use the product frequently and for a long time. Then they can disassemble multiple Us from the dimension of "membership validity period" into monthly cards, quarterly cards, annual cards, etc. Some users will switch between
similar competing products. For users who are chasing dramas, whichever platform has the drama that the user wants to follow, the user will go there. After the show is over, the user will switch to the next drama that they wan Rich People Phone Number List t to follow. Some users will continue to use the product. eiliili, Xiaohongshu, and Weibo do not have similar products that can be replaced, so from the dimension of "membership continuity", multiple Us such as automatic renewal members and non-automatic renewal members can be disassembled. By multiplying the differences in the two dimensions, you can get each U in the picture below △ Screenshot of Tencent Video VI. The promotion intensity of each U is not the same.
The platform prefers users to purchase automatic renewal memberships, so it will be displayed on the first screen to gain more exposure. Differentiation of Member Rights Different users have different needs for products and services. Carry out portrait segmentation of platform users, analyze the personalized needs of various users, design corresponding membership rights, and then package differentiated membership rights into different membership products to meet the diverse needs of users. For example, the original Taobao VI includes 1 yuan return shipping coupon per month, but 1 shipping coupon may not be enough for users who shop frequently every month. Therefore, VI launched a "shopping card" for high-frequency shopping users - the number and amount of return shipping coupons were increased to Zhang and Yuan respectively, and after-sales guarantee packages and other rights and interests were added. △ According to this idea, the