Every year's Double Eleven is a big test for Ali and JD.com in the second half of the year, and it is also a battlefield for each other and bayonets. This year, the two sides have invariably aimed in the same direction - paid members, JD PLUS members and Ali 88VIP became the swordsmen of the double eleven battlefield directly against each other.
<h1 class="pgc-h-arrow-right" data-track="3" > JD PLUS member, Alibaba 88VIP rights big PK</h1>
<h1 class="pgc-h-arrow-right" data-track="4" > who has more wool? </h1>
The competition between the two sides in terms of paid membership on Double Eleven this year is unambiguous, starting from their respective launch conferences, the two sides have directly "played the card", and have said that they will launch exclusive subsidies for PLUS members and 88VIP throughout the double eleven.
According to the details later released by the two sides, Tmall 88VIP can receive 900 yuan consumption coupons, Jingdong PLUS members can receive 1,000 yuan super subsidies, and JD.com announced that it will save more than 20 billion yuan for PLUS members during the Double Eleven period. Throughout the history of Singles' Day, there is no such scene of direct competition between the two sides in terms of paid membership.
The competition of paid members is mainly reflected in the rights and interests. First of all, comparing the shopping rights and interests of both sides, it is not difficult to see that both sides have taken the paid membership experience to the extreme, but it has also become a competition between the two models.
BASED ON Jingdong's "self-operated" gene, Jingdong PLUS members fully exert the advantages of Jingdong's supply chain, in addition to millions of special price goods, more than 900 global big brands discount 95% off, 10 times back to Beijing beans and other preferential rights and interests, but also give full play to the advantages of self-built logistics, providing 7 days no reason to return goods two-way free shipping service.
Tmall 88 VIP members strengthen the platform attributes, in terms of shopping rights and interests are consistent with JD PLUS members, but directly out of place in logistics services. Just a few days ago, 88VIP announced the launch of the return second refund service. However, it is understood that Jingdong has provided a fast refund service for all users in previous years, which has become a universal right.
In summary, in terms of shopping rights, both sides have come up with housekeeping skills, and the gap is not large, especially as a head platform, it is difficult for both sides to open up the gap in terms of commodity prices. However, JD.com's long-term accumulation of word of mouth in terms of product quality and logistics services has become a plus.
<h1 class="pgc-h-arrow-right" data-track="19" > JD.com to "cross-border" outwards, Ali to create a "family barrel" inward</h1>
The so-called layman looks at the bustle, and the insider looks at the doorway. Consumers feel the sincerity from the preferential policies of the two platforms, but the industry can see the differences between the two platforms in the paid membership strategy and model.
Let's first take a look at what benefits Ali 88VIP has in addition to shopping:
Taobao tickets for two film coupons per month, Fliggy travel service 6 choose 4, Ali health discount of 95%, AutoNavi taxi membership, Hungry Super Foodie Card, Youku VIP...
Do you see anything in common? Yes, the rights and interests given by 88VIP are related to Ali's brand, which can be said to be "Ali family barrel".
What about JD.com's?
On the one hand, it is the first in the industry to launch the Jingdong PLUS member iQIYI Video Co-brand Card, and then successively launched more than 10 co-branded cards such as Tencent Video, QQ Music, Mango TV, Ctrip, and Himalaya. Even during the Double Eleven period, the Apple co-brand card was officially launched.
On the other hand, Jingdong PLUS members have also launched a series of life privileges through cooperation with offline brands, including KFC 9.9 yuan afternoon tea, Costa daily buy one free, Meituan takeaway 95% off, Huazhu Hotel 22% off, Wanda Movie 19.9 yuan movie viewing and other massive rights and interests, involving catering, entertainment, travel and other aspects. During the Double Eleven period, even unprecedented expansion of life privileges to more than 320 items.
The reason for this difference is caused by the different patterns and strategies of the two.
Since the maturity of its retail business, Alibaba has vigorously developed "side industries" such as large cultural entertainment, local life, travel, and great health, and formed its own set of ecosystems, or product matrix. It is undeniable that the 88VIP equity "family barrel" created by Ali Integration's brand is easier to integrate deeply, but the limitations are also obvious.
Of course, Ali is also aware of this and has tried to launch rights such as minsheng express card and NetEase cloud music vinyl VIP, but the current scale is relatively limited.
In this regard, Jingdong has got rid of the "self-operated" attribute, implemented comprehensive opening-up, and jointly created a "joint card" with well-known brands online to achieve mutual rights and interests, and offline cooperation with various formats, covering all fields of eating, drinking and entertainment, giving a "lineup" that 88VIP does not have.
On the whole, Ali 88VIP is activating the user's experience with more scenarios, and inwardly is to strengthen its own ecology, while the strategy of JD PLUS extension may create more choices.
(The left is a JD PLUS member, and the right is Tmall 88VIP)
<h1 class="pgc-h-arrow-right" data-track="47" > as a paid member, why is it so "bloody"? </h1>
Some people ask, these two platforms have invested so much, can they really recover the cost on Double Eleven?
In the author's opinion, if only the direct benefit of members is concerned, Ali and JD.com are probably doing at a loss. Let the profit be given to the consumer, and it is naturally difficult for them to make money directly.
So, if they don't make money, why do they bother to do the paid membership business?
You know, membership fees are a threshold for consumers, and the same is true for platforms.
Choosing to become a paid member of a platform means that consumers fully recognize and trust the platform, and from the opposite point of view, the platform also uses this to screen out the best quality users.
The information previously disclosed by JD PLUS members shows that PLUS members clearly show the characteristics of "three highs", that is, high consumption power, high viscosity, high activity, and are willing to chase new. The rich rights and interests provided by JD PLUS have also been recognized by consumers. JD.com's Q2 earnings report this year showed that the number of paid members increased by 30% year-on-year in the quarter, and the number of non-members increased by 9 times.
These high-quality users are also the target users coveted by brand merchants. It is not difficult to understand why so many online and offline platforms, brands, and merchants choose to cooperate with JD PLUS members.
So far, the development of the member economy has entered the stage of "white-hot" competition. Of course, this state of confrontation is very beneficial to consumers, after all, the original intention of major platforms to launch paid members is also obvious, that is, they hope to provide a better consumer experience for consumers who have higher pursuits of goods and services in the form of paid members. Obtaining more high-quality users is also conducive to the platform, brand merchants, etc. to continue to improve the consumer experience, update and iterate goods and services, obtain better growth, and achieve positive circulation.
As for which platform is more likely to win this double eleven, then let's wait and see. Of course, in the author's opinion, Double Eleven is only one of the many nodes in the competition between the two sides.