The annual income of JD.COM Plus members in 13 period is 200 million yuan. How did they do it?

In the middle of 20 16, the JD.COM diamond membership function was launched. It is conservatively estimated that 10% of active users, that is, about 20 million people have purchased this membership service, from which JD.COM has realized more than 200 million sales.

Seeing this, you may think that it is not surprising that JD.COM Store attracts more customers. The membership service can be sold for more than 200 million yuan, but I can't learn this trick. Hey, hey, don't jump to conclusions, just look down and you will know ↓↓↓

In the main part of the first screen page, JD.COM tells you that you will get 8 benefits when you open the membership service, and break it down into what each 1 benefit is and how big it is. Then you look down. If your eyes are good enough, you will find the membership fee displayed in the smallest font on the yellow button below.

You see, JD.COM took great pains for such a simple page! So, what is JD's secret? COM is doing this? ↓↓

2.

Behavioral economists have found that consumers have a sequential effect when faced with choices. That is to say, when you sell your products to consumers, consumers are more likely to be moved by you first talking about the benefits (that is, the benefits gained from buying the products) and then talking about the losses (that is, how much money you spent). Especially in the case that the figures involved in the income item and the loss item are complicated and there is no way to compare them intuitively, this marketing method brings better promotion effect.

Specifically, how should this principle be applied to your business?

That is, when you recommend a product to a customer, first talk about the benefits he can get and turn the benefits into quantifiable figures (or split the benefits into multiple items for introduction); Then we can talk about the product price, which had better not be an integer. Because, in this way, you will increase the difficulty of comparing the two sets of figures, and the customer's attention will be more focused on the income, and it will be easier to be moved by you.

When faced with complex information, people tend to make the simplest choice, and this theory will be explained later.

For example, if you sell blue moon high-concentration laundry detergent to customers, you can say: a bottle can last for more than 200 days, which is three times more durable than ordinary washing powder and only costs 44.95 yuan.

For example, when you recommend Philips hair dryer to customers, you can say: this hair dryer has six functions, alternating cold and hot air does not hurt hair, 2 100 watt high-power quick drying, 57℃ constant temperature hair care ... only 159.8 yuan.

3.

If you are an e-commerce, although you can't hide the price behind, show it in the smallest word. But you can separate the selling points one by one, and then introduce each selling point with a big picture on the product details page. Having said that, I have to take Apple as an example. You can go to Apple official website to see the introduction of iPhone, which is basically a screen and a selling point. If you are not careful, you can't find out how much the iPhone costs.

Above, compare the introduction of iPhoneX (left), and then look at the introduction of an earphone I bought from Amoy (right). All the selling points are displayed on one screen, and the picture is very small. The most terrible thing is that the screen is full of text descriptions. Don't you know that our consumers are very busy? Who has time to read the fine print carefully? !

4.

Similarly, you should design a product leaflet or quotation, first say the total revenue, then describe the selling point of each 1 with pictures and texts, and finally explain the product price in small print at the bottom of the leaflet.

(Hey, I can't help revealing another principle here. The price displayed in fine print will make customers feel cheaper! JD.COM is so dry! Remember this concept first, and talk about it later when you have time)