Ali has launched a new membership system! Is the 88 yuan a year membership fee worth it?
In addition to 88 members, Ali has launched a newMembership system. Users can become members of "Tmall Member Store" by paying 88 yuan and enjoy discounts on authentic products.
It is understood that the Tmall member store is a membership flagship store on the Tmall platform under Alibaba. It charges 88 membership fees every year, and requires 88 yuan and After signing the corresponding agreement, join the Tmall member store. After successfully opening, you can enjoy the preferential product prices and corresponding rights and interests of the store.
Alibaba said that Tmall’s member store is a self-operated member-only store on Tmall, providing members with daily prices and one-stop shopping. Consumer goods. Currently, the product is in internal testing.
Previously, Yunji’s successful listing in the United States has renewed attention to membership-based e-commerce, social e-commerce platforms have transformed to membership, and many platforms have chanted the slogan of “online Costco”. The biggest difference between these platforms and Costco is that its members themselves also assume the role of distributors. Members can get commissions through new recruiting. The relationship between members and the sharing and circulation of membership fees become the core of operation.
This time, the Tmall member store seems to be similar to Dolphin’s and Special Purchasing, and can be regarded as a pure online member similar to Costco E-commerce platform, you might as well go to find out.
At present, the Tmall APP has pushed an important position on the homepage of some users calledThe column of "Tmall Member Store" occupies the entire screen width. After clicking to enter, the word "Tmall Member Store" is written on the top of the store, and the description of "Paid Membership Store" is next to it.
Below the description, there are four tags: "Tmall self-operated", "Member Exclusive", "Buyer's Choice" and "Daily Fair Price". Below the label, the Tmall member store provides a total of eight category labels, including "Selected for You", "Beverages", and "Grain, Oil, Rice and Noodles". Click the corresponding label to jump to the corresponding category for purchase. In the middle of the screen is the entrance for members with an annual fee of 88 yuan.
After clicking the first product to enter the product page, users who have not joined a member You can only see the product details and the buyer’s recommendation reason, and you can collect the product, but you cannot add it to the shopping cart or place an order.
On the member activation page, Users can see the four major benefits that members can enjoy, namely "Newcomer Gift Pack", "Member Exclusive Price", "30 RMB Red Packet Without Threshold" and "Exclusive Customer Service". After paying 88 RMB to join the club, they continued to show "day by dayThe three main characteristics of "parity", "selected by buyers" and "quality assurance".
Interestingly, the introduction under "quality assurance" here is "Tmall official direct sales", and the introduction on the shop homepage is "Tmall self-operated".
to the customer service of Tmall member store to verify that the current Tmall member store The goods are the same as Tmall Supermarket. If the inventory is opened, the ownership of the goods in the warehouse should also be the same as that of Tmall Supermarket and owned by the supplier or manufacturer. From this perspective, Tmall membersThe ingredients of the store's "direct management" will be stronger.
In order to judge the preferential strength of Tmall member stores, we compared the same product in Tmall supermarket and Tmall member stores. It can be found that the price for a member to purchase a box of this product is 63 yuan, while the price of the same product in Tmall supermarket is 99 yuan.
After superimposing the second half price of Tmall Supermarket and the 5% discount for 88 members, Tmall Supermarket achieved two boxes of 138.6 yuan, the average price is still higher than Tmall member stores, and Tmall member stores do not need to collect orders. In Tmall's direct marketing channels, Tmall member stores can indeed achieve the lowest discounts on some products.
Currently, both mobile Taobao and PC terminals cannot place orders directly. Users Purchases can only be completed on mobile Tmall. Hunan, Hainan, Taiwan, Macau and overseas regions do not currently support placing orders.
In the past two years, platforms such as JD.com and Ali have launched their own members System. After purchasing a member, users can enjoy exclusive product discounts, video website membership and other value-added services. Most of these members are similar to the Amazon Prime model, which is quite different from the idea of membership-based e-commerce.
Costco, the originator of member e-commerce, which has been borrowed by many players, relies on low-priced products to attract customersIt has become a global retailer second only to Wal-Mart by charging membership fees. It is worth noting that membership fees account for about 85%-95% of Costco's profit sources.
According to the financial report, Costco’s 2018 average gross profit margin was 10%, and the gross profit margin of a single product did not exceed 14%. For comparison, Wal-Mart's gross profit margin is around 25%. Costco does not take product profit as a profit point, so its product prices are always kept at the lowest point among many retailers.
For Alibaba, whether a new e-commerce product that fully compresses profits and uses membership fees as the bulk of its revenue should not be considered the top spot in financial statements.One appeal. Whether it can help the Tmall platform to achieve the goal of doubling the transaction volume in three years and continuously bringing in new customers may be the evaluation direction of Tmall member stores.
Some practitioners in the e-commerce industry said that if a store can have all the capabilities of membership-based e-commerce, then this capability should also be open to other ecological practitioners. Let them build their own membership stores in Taobao/Tmall, the largest shopping traffic pool.
Pinduoduo founder Huang Zheng once said: “Social e-commerce is a pseudo-concept. E-commerce is e-commerce. Social is social. No one wants to When buying things socially, you will only say that you have bought something because you are already socializing.” The same logic does not hold for membership-based e-commerce: users do it forPay membership fees and buy things cheaper.
The pleasure of "taking advantage" brought about by low-priced goods repeatedly stimulates users to use more consumption to make up for membership fees, and the production is extremely high The repurchase rate.
Some insiders said that the key to the success of membership-based e-commerce lies in user trust, that is, users believe that shopping on the platform can obtain a double guarantee of price and quality, while shopping The cost saved far exceeds the membership fee itself.
At present, the social e-commerce platform that wants to rely on the membership system cannot fully achieve this. "In fact, when membership-based e-commerce companies do not have sufficient resources and brand endorsements, how do they acquire users during the startup period?Trust is the biggest problem. This is exactly where Ali is strong. "
Will it be social or cheaper? Will this be a multiple choice question for consumers in the future?