Core Insights - The article emphasizes the need for companies to transition from passive membership management to proactive membership operations, driven by evolving consumer demands and market dynamics [3][15][31] Group 1: Market Context - The global economy is experiencing a transformation period characterized by slowing growth and geopolitical shifts, leading to increased uncertainty for companies [1] - Chinese enterprises face external pressures such as shrinking market demand and supply chain restructuring, alongside internal challenges like intensified competition and high customer acquisition costs [1] Group 2: Consumer Demand Trends - Consumers are increasingly seeking one-stop services within brand ecosystems to reduce fragmented experiences, with a desire for seamless integration across various services [5][6] - There is a shift from short-term incentives to a focus on long-term value, with consumers desiring personalized experiences and emotional connections rather than standard rewards [7][8] - The demand for open and interconnected membership systems is rising, as consumers prefer cross-brand benefits and shared value across different ecosystems [9][10] - Consumers are looking for shared membership benefits that extend to family and social circles, as well as opportunities for engagement in interest-based communities [11][12] Group 3: Membership Operation Strategies - Companies must adopt a collaborative approach to membership operations, integrating various business lines to capture incremental value across all consumer touchpoints [17] - Data-driven strategies are essential for unlocking high-value conversions, utilizing advanced analytics and AI to personalize member experiences [18][19] - The transition to an open ecosystem is crucial for maximizing membership value, allowing for cross-brand collaborations and shared benefits [20][29] - Scene-based operations should focus on co-creation and community engagement, transforming members from passive recipients to active participants in the brand experience [21][22] Group 4: Implementation Framework - The article outlines a phased approach to evolving membership operations, including building organizational foundations, leveraging data intelligence, expanding ecosystem boundaries, and fostering a self-sustaining growth model [24][30] - Companies should establish cross-departmental collaboration frameworks to enhance membership management and ensure data integration [26] - The use of technology to predict and respond to consumer needs is vital for creating personalized and proactive service offerings [27] - Building partnerships with external brands to create a comprehensive membership ecosystem can enhance consumer engagement and satisfaction [28]