Core Viewpoint - The article emphasizes the transformation of brand-user relationships in the era of "super users," highlighting the need for brands to evolve from "traffic hunters" to "user cultivators" to achieve sustainable growth in a competitive market [2][30]. Group 1: Super User Concept - Super users are defined as valuable assets for brands, characterized by high purchasing power, loyalty, and the ability to spread brand awareness [2][30]. - The emergence of Tmall's "Brand Super Member Day" reflects a strategic response to the trend of focusing on super users, enabling brands to drive growth in a saturated market [3][30]. Group 2: Membership Value as a Growth Lever - Tmall's "Brand Super Member Day" successfully activated the long-term value of super users during the 618 shopping festival, with nearly 25 million participants [5][6]. - The marketing strategy centered around "member value" and innovative engagement methods, such as member challenge plans and lotteries, which helped brands attract new members and boost sales [6][12]. Group 3: Marketing Innovations - The marketing model evolved to focus on "member value perception," utilizing creative campaigns to embed the idea of exclusive benefits associated with membership [7][9]. - Tmall's approach included integrating promotional events with daily operations, creating a comprehensive marketing ecosystem that enhances user engagement and emotional connection [12][29]. Group 4: User Value Closed Loop - Tmall's strategy involves creating a user value closed loop through differentiated benefits, extensive exposure, and a holistic marketing ecosystem, which maximizes user lifetime value [15][29]. - The essence of the membership economy is identified as trust, which is built through the continuous delivery of exceptional value to users [16][30]. Group 5: Future Outlook - The article concludes that Tmall's "Brand Super Member Day" is pivotal for brands seeking to navigate economic cycles, providing both short-term sales boosts and long-term asset accumulation [30][32]. - The future of brand growth is seen as being driven by the membership economy, with Tmall continuously optimizing its membership strategies to enhance user engagement and value [31][32].