Core Insights - The article discusses the evolving landscape of membership programs in the commercial world, highlighting that while membership has become commonplace, the perceived value among users is declining. This necessitates a reevaluation of the role and significance of membership in the overall business structure [2][17] - Meituan's recent expansion of membership benefits is seen as a strategic move to enhance user engagement and loyalty, positioning membership as a new hub connecting users and merchants rather than just a business model [2][4] Membership Benefits Expansion - Meituan has introduced a range of new membership benefits, which include substantial discounts on food delivery, enhanced service experiences, and unique perks that create a psychological connection with users [4][5] - The new benefits can be categorized into three dimensions: tangible price discounts, improved service quality, and ongoing surprise perks that enhance user engagement and loyalty [5][6] User and Merchant Dynamics - The article emphasizes the importance of balancing the interests of users, merchants, and the platform itself, suggesting that membership programs should facilitate a win-win scenario rather than merely relying on subsidies [9][11] - High-value users are identified as critical for business growth, with data indicating that top-tier members exhibit significantly higher spending and repurchase rates compared to ordinary users [11][12] Marketing Efficiency and Trust - Meituan's membership system offers merchants a new algorithmic approach to target marketing, allowing for more precise and effective resource allocation based on consumer behavior [13][15] - The concept of "trust contracts" is introduced, where membership serves as a means to establish long-term relationships between merchants and users, enhancing brand loyalty and decision-making ease for consumers [15][17] Industry Implications - The evolution of Meituan's membership program signals a shift in the local lifestyle industry towards a focus on user value rather than price wars and competition for traffic [17] - Membership is increasingly viewed as a foundational infrastructure for connecting users and merchants, indicating a broader trend in the industry towards high-quality development centered on user value [17]