Sou Hu Cai Jing·2025-12-26 01:09Core Insights - The competition among major platforms in the food delivery sector has reached unprecedented levels, with each investing billions in subsidies to attract and retain users [1] - The focus has shifted from acquiring new users to retaining existing ones, as businesses realize that "whoever has the users wins" [2][3] - The internet has entered a phase of stock competition, where user retention strategies are crucial for long-term success [3][4] User Acquisition and Retention Strategies - Platforms are increasingly focused on creating loyalty programs and enhancing user experiences to keep customers engaged [2][3] - The rise of "潮汐用户" (tide users) indicates that many consumers switch between platforms based on promotions, highlighting the need for platforms to build stronger loyalty [9][11] - The cost of acquiring new users has escalated, making it essential for platforms to focus on retaining existing customers [4][7] Membership Programs and User Engagement - High-end membership services are becoming a focal point for platforms, with offerings like Taobao's 88VIP and iQIYI's star diamond membership providing enhanced benefits [12][14] - The trend of "人均VIP" (per capita VIP) suggests that consumers are willing to pay for premium services, driving platforms to enhance their membership offerings [12][18] - Platforms are also introducing lower-cost membership options to attract price-sensitive consumers, ensuring a broader user base [20][24] Evolving Consumer Behavior - Consumers are becoming more rational in their spending, leading to a decline in loyalty among long-time users [11][27] - The shift towards a "value for money" mindset means that platforms must demonstrate tangible benefits to retain users [41] - The competition is now about transforming users from "flying guests" to "permanent players," emphasizing the importance of user engagement and satisfaction [41]