付费会员模式

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吵上热搜、上百条差评,山姆紧急回应
Nan Fang Du Shi Bao· 2025-07-15 13:45
Core Viewpoint - Sam's Club has faced backlash from members for introducing products from brands like Holley, Panpan, and Xu Fu Ji while discontinuing popular items, leading to questions about its product selection strategy and perceived decline in quality [1][4][10] Group 1: Product Selection and Member Feedback - Recent product introductions at Sam's Club include Holley, Panpan, and Xu Fu Ji, which some members argue are available in regular supermarkets, questioning the value of a membership [1][4][10] - Members have expressed dissatisfaction with the discontinuation of high-repurchase-rate products, with specific complaints about the removal of items like rice pudding and old mom's hoof flower [10][11] - Walmart has acknowledged the discussions on social media regarding Sam's product selection and stated that member feedback will be considered in future product strategies [30][31] Group 2: Brand Responses and Product Differentiation - Holley has stated that the products offered at Sam's are exclusive to the club, but further details were not provided [31] - Some brands have indicated that products provided to Sam's are specially customized to meet the preferences of its members, aiming for a healthier and higher-quality offering [31][32] - Experts suggest that Sam's Club must maintain a unique value proposition that cannot be easily replicated by regular retail channels to retain its membership base [34][35] Group 3: Consumer Sentiment and Market Position - Consumers have criticized the new low-sugar Holley products for still being overly sweet, indicating a disconnect between product marketing and actual taste [15][20] - The introduction of well-known brands like Holley and Panpan has raised concerns about the perceived lack of differentiation in Sam's product offerings, which could lead to member attrition if not addressed [34][35] - Analysts emphasize the importance of continuously evolving product offerings to meet changing consumer demands and preferences, highlighting the need for Sam's to avoid a "mediocre" selection strategy [34][36]
淘天如何运营 3500 万 88VIP 核心用户?
晚点LatePost· 2024-05-27 14:16
88VIP 会员为淘天增加竞争胜率。 电商平台的年活跃买家已经都不怎么增长了,这个数字分别达到 9 亿、8 亿、5 亿后,淘宝、拼多 多、京东都不再单独公布这一指标。 刚刚过去的财报季,淘天强调的是成交额和订单数的增长,拼多多对外展示了自己的赚钱能力,京 东则称自己的用户更活跃了。让已有的消费者多花钱,是大家共同要解决的问题。 阿里经历过去一年的组织和战略梳理,明确第一用户是消费者,CEO 吴泳铭也给电商业务划了重点 —— 通过提升体验来提高消费者留存、购买频次,最终赢得市场份额的增长,捍卫电商平台第一的 位置。 围绕 "用户体验",淘宝天猫将其拆解为产品、供给和服务三个方面,淘天已经做了不少事情,比如 产品端,重新上线网页版;供给端,增加渠道商和产业带的低价商品;服务端,给 88VIP 用户提供 退货无限次包运费的权益等。 淘宝天猫在国内有近 10 亿的用户,88VIP 是其中离用户运营最近的业务之一。 作为一个付费会员业务,88VIP 为会员提供文化、娱乐、旅游、购物优惠等多项权益,也配备了专 属客服,更直接地、近距离地看到消费者喜欢什么,还缺什么。 阿里还为 88VIP 会员设置了 88 元年费和 10 ...