What is the light member in Alipay?What is the difference between WeChat and WeChat?

When it comes to loyalty cards, most people have one or a few unpleasant memories.

If you also consider the stored-value membership card, it can even be said that after completing the card recharge, you have never experienced the closure of the store and the boss running away. You can only say what you have experienced.Lifenot enough.

The earliest appearance of loyalty cards and coupons has not been verified, but one thing is certain is that this marketing method originated offline, before the Internet industry.

What is a light membership?

AlipayZhong Yao, general manager of the smart device business department, said that light members can use Sesame Credit or Huabei to freeze guarantees to effectively solve trust problems.

Under the light membership model, consumers do not need to pre-select or store value to enjoy membership benefits.

• When the discount has exceeded the membership fee, only the membership fee will be deducted;
• If the discount is not enough for the membership fee, the membership fee will be 0, and the discount will be deducted.
• Zhong Yao said that the light membership system can eliminate the worries of users wanting to apply for membership cards.
• Merchants can effectively acquire more paid members, increase the repurchase rate of consumers, and improve service quality, so as to achieve a positive interaction between the two.

Alipay's light membership rules

The rules are as follows:

For example, a merchant's membership policy is to exchange 10 yuan membership fee for 5 coupons of 8 yuan, worth a total of 40 yuan discount.

Under the light membership model, consumers can enjoy membership discounts without paying membership fees through Sesame points or freezing the consumption limit of 10 yuan.

Use Alipay to become a "light member" at the merchant

• After the membership expires, if all 5 discounts are used up, 10 yuan will be paid.
• Consumers will enjoy a discount of 40 yuan, which is equivalent to "earning" 30 yuan.
• If you only use it once, the user will get a discount of 1 yuan.
• When it is lower than the membership fee, only the discount that has been enjoyed is deducted, which is 8 yuan.
• If it is not used at one time, the user does not need to pay any membership fee to ensure that the user does not lose money.

The merchants who designed the membership and coupon system are unquestionably geniuses.

However, it is always awkward to migrate such an effective business tool online.

Over the years, the progress of card and coupon products on the two major domestic mobile payment platforms, represented by Alipay and WeChat, is obviously not as smooth as mobile payment itself.

Alipay Light Member

On September 9, Alipay released a "light member" and tried to smash the virtual card coupon hard bones.

Light membership integrates the two functions of Sesame Credit and Huabei, which are settled after consumption.After the membership expires, if the discount amount is less than the membership fee, only the actual amount of the discount will be received.

First, marketing tools are useful to merchants.Any marketing campaign targeting individual consumers can easily be broken down into the following steps: attracting new customers, converting and repurchasing.

card as aInternet marketingA tool that acts as a lubricant or lowers barriers in the transaction process for targeted consumers by offering benefits or discounts.

The effectiveness of this marketing tool, then, is naturally a measure of the cost-benefit of its delivery, the so-called input-output ratio or ROI.

It should be pointed out that the cost of the card and coupon product is not only the part that benefits consumers, but also the so-called profit subsidy, but also the cost treatment of the entire card and coupon product from design to distribution, from write-off to accounting.

The traditional membership card and coupon products with physical carrier plus billing have low efficiency, complex process, high error rate and high cost. Therefore, especially in the era of mobile Internet, there must be a systematic electronic solution.

The first mobile coupon solution

Originated from group buying after 2010, users buy points online and then log off offline.

The group-buying movie jointly launched by Nuomi.com and Jackie Chan Yaolai Cinema started to be released on the group-buying market.

Later, electronic card coupons were widely used in Alipay for online and offline consumption. In 2013, WeChat supported the card coupon system in 2014.

The difference is that Alipay card coupons are initially an independent function, which is different fromTaobaoIt is deeply integrated with the payment module, and later combined with the payment code and word of mouth.

WeChat card package

A WeChat card package is attached to the WeChat official account.

The coupon has a component after the distribution and verification function, and still needs the support of the merchant's own IT system.

As a marketing tool, it is important to develop thresholds, use cost and ROI measurement functions.

The separation of WeChat's card package and payment system is obviously not conducive to the use of cards and coupons.Wechat marketingtool advantage.

and,WeChat paymentWithout the user's credit rating and consumption loan ability, the card and coupon products cannot manage users hierarchically and rate users, which greatly limits the usage scenarios.