By comparing the paid membership system of e-commerce products, the author discusses the existing problems and development directions of Suning.com SUPER members, in order to achieve better results. 1. Research purpose Understand the current status and market conditions of the e-commerce industry membership mechanism. Find the differences between Suning.com and other e-commerce members, analyze the advantages and disadvantages, and find that Suning.com SUPER members can iteratively optimize the points. 1. Market Analysis 1.1 Background of Paid Membership At present, the content market has initially completed paid education.
The paid membership economy in the international market is relatively mature, such as the Amazon Prime membership program. However, due to the traffic ceiling of Internet e-commerce, the goods and services on the supply side are severely saturated, and the customer acquisition rate has declined. Facing the fierce competition in the market, enterprises need to phone number list stabilize the user population of hundreds of millions, retain high-value customers, develop paid membership systems, and increase user stickiness. 1.2 Trend of Paid Membership From the perspective of the development stage of the Chinese retail market and international experience, the paid membership system represents the future development trend, and the Chinese retail market is gradually changing from a user growth-driven model to a traffic value-driven model. The "China Retail Industry Paid Member
Consumption Insight Report" released by iResearch pointed out that the retail industry will usher in the era of paid membership. As an important development direction of the retail industry, providing high-quality products is the core issue that enterprises need to pay attention to. Paid members satisfy consumers' demands for price, quality and service, and at the same time, paid members also bring high purchasing power, high loyalty customers and high platform operation efficiency to enterprises. In addition, the ultimate user experience has also become a greater expectation of consumers for future membership rights. 1.3 Market Size According to the "China Mobile Internet 2019 Semi-Annual Report" released by QuestMobile, the number of monthly active users of China's mobile Internet fell from 1.138 billion to 1.136 billion in the second quarter of 2019, a decrease of 2 million.