Managing members, have you ever met such a strange thing? Ordinary members, gold, platinum, diamond members have all the rights, interests and activities. Why don't members buy it? In 2022, this old department store passed the Membership system Upgraded, high-end members operate , implemented 4% of members contribute 59.4% of sales Among these achievements Members with annual consumption of 1 million+increased by more than 59% year on year The annual consumption of 300000+members has increased by more than 57%, making it one of the "Top 10 Most Influential Member Operation Benchmark Projects in 2022". It is Hangzhou Tower.

Baishi Interactive | 4% of high-end members create nearly 60% of sales, which is the way for high-end members of Hangzhou Tower to operate

As a 30 year old department store, Hangzhou Building is located in Wulin Square, the core business district of Hangzhou. Since 2004, it has introduced the first LV department store in China, establishing a high-end positioning. In the past three years, more than 100 first stores of various categories have been introduced in succession, becoming "full category ceiling" and "first store harvester".

A high-end department store shopping center, The core is to maintain the high-end customers at the top of the pyramid. Hangzhou Tower is not only the "first store harvester", but also the "high-end customer harvester". According to the official report, "most of the pink diamond guests (with an annual consumption of 30W+) in Hangzhou Mansion come almost every week, while blue diamond guests (with an annual consumption of 100W+) come to visit on average 10 days a month."

How did Hangzhou Tower do it?

Accurate insight, Taking care of high-end members

"Face" and "Lining"

Because it targeted the high-end market in the early morning, Hangzhou Tower noticed the importance of members very early and began to layout member operations. In 1996, the basic membership system was established. In 2006, the first mall membership club was established. In 2012, high-end private customization was introduced. In 2022, it was revised and officially upgraded to the "Prosperity Plan". "Happy Plan" means "joy, appreciation and admiration". When customers first come, they feel "happy"; After a period of time, customers and Hangzhou Tower "appreciate" each other; At last, the guests gradually transformed into "admiring" objects.

1. Member gradient setting "has its own destiny"

Based on the consumption capacity of brands and target customers, Hangzhou Tower has set up five member levels of red diamond, blue diamond, pink diamond, yellow diamond and white diamond, of which the last four levels are directly linked to the consumption amount, corresponding to 1 million, 300000, 50000 and 5000 respectively. It seems to be the same as most hundred mergers and acquisitions, but in fact, "there is something inside". First, the gradient setting of consumption grade. According to the consumption data evaluation, Hangzhou Tower has set the current four gears, taking into account the rationality of the proportion of customers at each level and the growth of members.

It can be seen that although pink diamond and blue diamond are high-end customers, the higher the level, the greater the gradient that needs to be crossed. The consumption difference between yellow diamond and pink diamond is 250000, but there is a difference of 700000 between pink diamond and blue diamond, and the members of each level are kept at a reasonable proportion.

Baishi Interactive | 4% of high-end members create nearly 60% of sales, which is the way for high-end members of Hangzhou Tower to operate

When some enterprises set up member consumption gradient, if the proportion of members at a certain level is too low, the liquidity of members will become worse, and the effectiveness of the system will be greatly reduced. (For detailed setting method, you can listen back to the 44th episode of Baishi Interactive Live Class)

Second, the division and setting of the highest gear. The top grade of Hangzhou Tower does not stop at the 100W consumption line, but adds red diamond members to blue diamond members. Only specially invited customers are eligible to enter. This setting raises the whole Membership system The ceiling not only ensures the attraction of the "pyramid tip", but also ensures the high-end positioning of the brand to a certain extent.

Baishi Interactive | 4% of high-end members create nearly 60% of sales, which is the way for high-end members of Hangzhou Tower to operate

Third, the setting of low consumption gear members. Do you want to set up members with low consumption gear for high-end positioning Baigou?

In the original membership system, in order to ensure the "high-end" tonality, Hangzhou Tower does not have white diamond members who spend 5000 yuan. However, after the member upgrade, we joined the White Diamond member, which is also a new insight of Hangzhou Tower into customer psychology.

For customers, it is a matter of face to become a member of high-end shopping malls, and customers are happy to become one of them.

For Hangzhou Mansion, membership training is a long-term process. Some young people who have low consumption ability but great consumption potential just after working may be the "core customers" of Hangzhou Mansion as they grow older. The inclusion of this group can effectively expand the base and cultivate the "future".

At the same time, high-end customers (blue diamond+pink diamond) can also experience a differentiated sense of enjoyment from more levels of membership.

Of course, this is also a test of Hangzhou University's team's inventory of member resources.

2. "Disk to the Ultimate" member resources

The member team of Hangzhou Building has a "stable, accurate and ruthless" insight into the needs of high-end customers. They know very well that high-end customers pay attention to the sense of dignity, face, privilege and social currency to show off when shopping. Therefore, when designing his own membership system, he was very good at taking stock of existing resources and made a series of clever designs in combination with customer psychology.

The general resources available in department stores include consumption points, activities, parking, birthday gifts, lounge/VIP lounge, etc These seemingly conventional resources have been excavated by Hangzhou Tower from all angles, "to the extreme" 。

Baishi Interactive | 4% of high-end members create nearly 60% of sales, which is the way for high-end members of Hangzhou Tower to operate

For parking resources Most department stores are making different levels of rights and interests for the parking duration, but in addition to ordinary parking duration differences, Hangzhou Tower has made exclusive parking spaces for different parking spaces, provided valet parking services for different services, and based on the advantages of the commercial complex including hotel formats, We have provided a shuttle service for top members at the airport station, Focus on "difference" and "sense of dignity" 。

For birthday gift resources , most department stores will use coupons or integral In addition to the points, Hangzhou Tower has also made the difference between the lavish gifts for blue diamond members and the selection gifts for pink diamond members for the exclusive services and "distinctive" differentiated identities that high-end members want, Focus on a sense of service and dignity with "heart" 。 For VIP lounge resources Not only the top members themselves can enjoy it, but also the social circle of top members. The peers and family members of top blue diamond members can enjoy it as well, Focus on one "Beier has face" 。 And because of the positioning of "the ceiling of all kinds of luxury goods", Hangzhou Tower has precisely understood the heavy demand of high-end members for luxury goods ordering rights, Specially set luxury ordering rights for Blue Diamond members To ensure that high-end members can get the limited amount at the first time, There is another "social currency" to show off 。

For Activity Resources In addition to the promotional activities often carried out by the department store industry, Hangzhou Tower attaches great importance to the cultivation of members in the whole life cycle. In the activity system, it has designed customer activities and interactive activities such as "Xin Classroom" and "Xin Salon", and has integrated the activities into the design of members' rights as resources, Focus on a high-end "social circle" 。

"Happy Classroom" is mainly aimed at high-end local customers in Hangzhou, arranging various self-improvement courses and private experiences for customers, so as to become a better person with members, and precipitate the exclusive memory of Hangzhou Tower integral Exchange and high-level members will be specially invited to participate.

"Xinsalon" is mainly targeted at Jiaxing, Shaoxing, Huzhou, Jinhua and other sinking markets around Hangzhou. Hangda and head cosmetics brands jointly held courses, such as sand painting production and manual DIY interaction with LA MER, caviar product salon courses with LA PRAIRIE, which effectively screened high-quality customers in the sinking blue ocean market, He made an ingenious home expansion.

With a set of rights and interests formulated, high-end members have "face" and "inside". Their needs have been taken care of and respected, and the use of resources has been maximized. It is also the reason why Hangzhou Tower members are so effective.

Build a high-end member service team

With the hierarchical equity system, how to operate effectively is the key.

Throughout the development history of the department store shopping center, the early focus was on "goods", so the focus was on building a selection team, and the medium-term focus was on "site selection", so the focus was on building an operation team.

But when both "goods" and "market" have become the standard configuration, how can we make a breakthrough in such a "volume" market? I'm afraid we can only break through and think again from the dimension of "people".

The member operation team built in Hangzhou Building is a good example. They have a very professional The member manager team is the soul of the real "go between" in the operation of the membership system, and also the key element for Hangzhou Tower to realize the matching of "goods yard" and "people".

1. High end member manager ≠ high-end customer service

In the member operation team of Hangzhou Building, the most important thing is the member manager who serves high-end members (pink diamond and blue diamond members). Different from everyone's imagination that member managers are equal to high-end sales, nor are they held by customer service. The member managers of Hangzhou Tower are all carefully selected talents, It is a group of people who can mobilize all resources to be in front of customers and take the initiative to help customers solve problems and match resources.

Members of this team have their own expertise, including those who are good at fashion or art, those who are good at home, and those who are good at mothers and babies... Kiki, the member manager, is a second child treasure mother who has been away from work for three years. She is like a "humanoid database". She can accurately remember the clothes and figures bought by guests. With new products, she can quickly match the right owners in her mind, and achieve "finding people for goods" 。 The customer's children need temporary care, the occasion clothes are damaged and need to be dealt with urgently... She can also handle them properly.

Another member manager, Ac, is a post-95 master of musicology. He loves art and fashion. He was also a pink diamond member of Hangzhou Tower, but he is also very grounded. After four months of employment, he has become a close friend with many guests. He has witnessed the transformation of a pair of guests from lovers to husband and wife, and directly painted 150+W wedding jewelry that day.

2. What do high-end member managers do

In fact, Kiki and Ac are like "Connector" between customers and brands Help customers find the brand that best matches their needs and link the brand to accurate customers. They have very strong professional ability, and they also understand the needs of high-end members. Usually, we connect with the brand, take the initiative to understand customers' needs in the event scenes of shopping, invitation activities, birthday gifts and other activities, provide professional advice to customers, and help them find the desired products with ease and effort, as well as find the most accurate customers for the brand.

There was a customer who suddenly learned that he needed to attend an important award ceremony. He took the stage for the first time to accept the award. He should wear elegant and outstanding clothes without overexerting.

Time is pressing. The member manager does all the homework for the guests overnight, and professionally lists a complete set of matching schemes for the guests. As small as a hollowed out and carved hairpin, three or four options are available for the guests. The next day, he will accompany the guests to the building to try on and buy intended accessories.

The final customer successfully attended the meeting and won the full house.

It is precisely because of such a reliable member service team (more detailed private field team building methods, refer to the 22nd Baishi Interactive Live Class) that Hangzhou Tower can achieve refined insight and services to high-end member needs, which also confirms the characteristics of the Department Store 2.0 model: refined refinement.

Unlike the 1.0 mass fashion department store model, which is growing with promotions and popular products, and the 3.0 model, which is growing with a leading lifestyle, the 2.0 shopping model is generally targeted at high-end members and focuses on the cultivation, maintenance and refined operation of member customers. Enterprises targeting high-end customers can learn from their experience.

Operation article of last year and today

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