更多流量、更多复购！今年618，一大批品牌在天猫享受会员红利

Core Insights - Membership shopping credits are becoming a key growth accelerator for brands during the 618 shopping festival on Tmall, with some brands seeing membership transaction ratios exceed 70% for the first time [2][5] - Tmall has partnered with over 10,000 leading brands to offer straightforward shopping credit discounts to their members, enhancing customer engagement and driving repeat purchases [2][3] - The strategy emphasizes a symbiotic relationship between the platform and brands, where increased investment from merchants leads to greater platform support, ultimately benefiting both parties [3][5] Group 1: Membership Strategy - Tmall's 2025 strategy focuses on supporting quality brand growth, with significant resources allocated to merchant incentives, new product support, and member benefits [4][19] - The introduction of a "member omnichannel penetration" plan aims to extend member benefits beyond private domains to public areas like search and shopping carts, enhancing brand visibility [4][19] - The 618 shopping festival showcases the latest iteration of this strategy, with brands offering substantial discounts through shopping credits, encouraging consumers to recharge before purchasing [6][12] Group 2: Consumer Engagement - Many brands have elevated the status of membership benefits, creating tailored plans for new customers and loyal members, including exclusive offers and rewards [6][12] - The shopping credit system is designed to attract consumers by providing immediate and tangible discounts, making it more appealing for them to engage with brands [12][20] - The concept of membership economics is highlighted, where high-value users are willing to pay a premium for guaranteed benefits, transforming transaction flows into assets [12][20] Group 3: Long-term Implications - The shift in Tmall's strategy reflects a broader trend in the e-commerce industry, moving away from price wars towards building long-term customer relationships and loyalty [14][22] - The platform's focus on member engagement has resulted in significant growth metrics, with membership contributing to over 50% of transaction volumes for leading brands [19][20] - The collaborative investment model between Tmall and brands is seen as a way to break the cycle of traffic and loss, fostering a healthier ecosystem for all stakeholders involved [20][22]