Apr 12, 2022
In Welcome to the Forum
In October 2015, JD.com launched PLUS members; at the end of 2016, Vipshop launched a super VIP; in December 2017, Suning.com launched a SUPER member; in February 2018, NetEase Yanxuan launched a super member; in August 2018, Ali Introducing 88VIP members... It is not difficult to see that paid membership is a new growth point that e-commerce companies seek for platform profits. But the reality is that JD.com, as the first domestic e-commerce sms marketing service company to implement a paid membership system, only had more than 10 million members as of September 2018. Compared with the 2018 financial report released by JD.com not long ago, it was found that as of December 31, 2018, the number of active users of was 305.3 million, and the number of active users in the same period in 2017 was 292.5 million. That is to say, the number of members of JD.com is still a very small part, which confirms that the awareness of domestic users to pay for membership is still shallow, and it is difficult for the platform to obtain benefits quickly through the membership system in a short period of time.