WPS was accused of doll-like charges? Under the downgrade of consumption, the member economy is very popular.

[CNMO] as early as four years ago, I discussed the issue of membership with you. Four years later, I did not expect that all kinds of members gained momentum, causing many people to talk about membership discoloration. But if you look closely, you will find that the member economy in the context of everyone shouting for consumption degradation is infiltrating into the lives of more and more users in the form of both online and offline messages. In the future, perhaps without a member, they dare not surf the Internet, let alone go shopping.

A few days ago, the topic of # WPS was hit by the topic of doll charge #, which resonated with many beating workers. A series of membership settings, such as member, super member, super member Pro, AI member, big member, etc., made office workers in the middle of WPS caught up in one member storm after another. Today, I also take this opportunity to talk with you again about the current popularity of membership issues, perhaps new bottles of old wine, can also taste a new flavor.

The problem of nesting dolls brought by WPS.

On the WPS personal Center page, we can see the detailed rights and interests of all kinds of members.

WPS members: enjoy the rights and interests of 260 + members such as WPS AI, all Super members, 1T Cloud Space, 1000 AI readings, etc.

WPS AI members: 10 + member rights such as AI content creation, AI PPT generation, AI formula writing, 200 AI readings, etc.

WPS super members: 200 + member rights such as PDF package, picture package, material library package, template library package, etc.

In addition, there are independent packages that can be purchased on demand, including picture package, cloud disk package, PDF package and teacher package. It can be said that when I opened the WPS, I seemed to be in a shopping mall with a dazzling array of goods. There were so many goods that I was picky, but when I really wanted to buy them, I needed to take out their own members in order to qualify. Indeed, for workers, some people regard WPS as a replacement for weak Office, and some people cross-use it in order to make the office more efficient.

A few days ago, many users reported that after buying WPS "super member", they had to buy "super member Pro" in order to get the AI function, but now they have received a pop-up prompt again asking to upgrade to "big member" to continue to use AI function. A series of member openings is so confusing that it even reminds me of the double 11 reduction policy between e-commerce platforms a few years ago, which can even make people lose their heads overnight.

The response given by WPS customer service is that the company has not yet issued a policy on the integration of the membership system, but it may upgrade the existing membership system in the future, or launch new products that cover better membership functions to meet the refined service needs of users for different functions.

From the point of view of the brand, there are countless scenes of working workers' office, some people use more Word, some people use more PPT, and some people use more pictures. The diversity of office scenes gives all kinds of members a foothold. As a result, we see a member with tricks in the software. When more and more users are roasted on the fire, they will naturally gain a lot, but over time, users will also pass on the pain to the brand, even if they don't, it's amazing.

Similar to WPS, there is the membership problem of the video platform, the most typical of which is the large and small screen members, which are complained by many people as doll-like members. Although it is not uninteroperable, it is only that the more expensive big screen members can communicate with the relatively cheap small screen members, if you are only a small screen member, then you are just an ordinary user when watching the big screen. Of course, WPS, video platform is only I have more contact with it, in other areas, I believe there are similar problems.

In fact, after years of educating users, in fact, most users do not exclude the membership system, but the small moves made by some brands behind their members, the most typical of which is the problem of member advertising. In the recent hit "Qingyu years 2", many users have complained about advertising problems. On the one hand, the original ads inserted by the play side hope to increase revenue through hard Guangzi, and on the other hand, advertisements added by the video platform also need to rub against a wave of traffic to make Guangzi more valuable. And before that, there was a platform to launch exclusive advertising for members, which ordinary users could not see if they wanted to see it, giving VIP users a sense of dignity, but stripping off the coat, its essence is still advertising, and users open members in order to advertise. Such a wave of fan operation, what is lost must be the hearts of the people.

Membership shopping mall

When we look offline, I believe many people have found that many businesses and shopping malls are implementing the membership system, and all kinds of members and rights and interests seem to be shutting out non-member users. and this war of differentiation related to interests is also constantly giving birth to a number of new members and sending away a group of old members at the same time.

For example, the typical Sam, a supermarket that is only open to paying members, is this system, which attracts many people to flock to it, and some people even borrow membership cards to spend. Why pay to open a member and then spend it? And it has become an industry direction? In the days of continuous contact with Sam members, it is found that they have several common characteristics, that is, they have a higher pursuit of quality of life, greater procurement demand throughout the year, and stringent requirements for commodity quality and full-process services. Sam's way of paying for membership is to provide more accurate and in-depth services for members.

Another shopping mall that I feel deeply is the mall. Last year, I opened a paid member in Huiduo Port. The annual membership fee is 99 yuan, and you can enjoy a 5% discount. In addition, there are lockers free, VIP rest area, shared stroller free, portable battery free 5 hours, 20% discount on movie tickets, supermarket membership price, daily free parking and so on. There are quite a lot of benefits, and even if you don't shop in the supermarket, many restaurants can basically enjoy discounts. When I went to the Chaoji Hesheng Shopping Mall just opened in Beijing Life Science Park a few days ago, I found that there was also a mall membership system. It can be said that offline shopping malls hope to attract more consumers through the membership system, and also hope to retain more old customers to spend.

Write at the end

In fact, in the final analysis, what all types of members pursue is still profit, which is the game between capital and consumers. However, in this game, due to many factors such as information asymmetry and unequal strength, consumers are always in a weak position, and capital seems to be hunting in the garden one after another. Of course, in this hunting game, the behavior of boiling frogs in warm water is very common. Capital continues to test the bottom line of users, and the group of users will make this game undecided. When both sides reach a certain threshold, the game should be overhellmuthpoker!

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(This article comes from Mobile China)