NetEase’s Careful Selection—A classic case of e-commerce products creating user dependence

It is relatively difficult to create user dependence on e-commerce products, which results in low repurchase rates on many e-commerce platforms and users will not continue to purchase goods on this e-commerce platform.

Unlike content products, social products, and tool products, e-commerce products already have some mature methods to increase user dependence.

So, how to increase user dependence, thereby increase product repurchase rate, and ensure users continue to use this e-commerce platform?

NetEase carefully selects and produces high-quality e-commerce. There are also two prerequisites for the creation of its user dependence, that is, the characteristics of its target user group and the quality of its products.

Under this premise, NetEase Yanxuan has done two things to build user dependence.

One is membership. The other is user assets.

1. Membership system

Members carefully selected by NetEase earn more than 100 yuan per year. Becoming a member will come with a variety of privileges, which will allow members to enjoy many benefits, privileges and benefits.

As mentioned before, NetEase carefully selects users to rely on the prerequisites for creation. The characteristics of its target user group determine the feasibility of its membership system.

If the target user group of an e-commerce product is a sinking population, then NetEase needs to be cautious in choosing such a membership system, or at least copying it will not work.

Under the premise that it is feasible, NetEase's carefully selected membership system uses privileges, more discounts, and user costs (membership fees) locked in advance to create strong user dependence on users who become members.

2. User assets

What happens after the user purchases the product?

For many e-commerce or transactional products, users are done with the purchase.

This is not advisable.

For repurchase, user dependence, and even growth, after purchase is the key. I have emphasized this matter to many people.

Let’s see what NetEase Yanxuan does.

After purchasing, you will be given money (rebate money) and points (can be discounted, exchanged for goods, or exchanged for red envelopes).

When you buy a product, you can get a variety of "money" that can be spent. Wouldn't it be more motivation to buy on this platform again?

In addition, NetEase Yanxuan will often give coupons, subsidies, etc.

Basically, as long as the user has registered, then the user will have "assets" in NetEase Yanxuan, and these "assets" will increase during shopping festivals and other dates, and will also increase after the user purchases goods. The more he buys, the more the more.

Users often choose to buy products on NetEase because they want to consume those "assets". Therefore, in this way, it is easy to form a cycle.

Users want to consume those "assets", and the more users consume, the more those "assets" become.

For many users, this will naturally form a dependence.

3. User habits

When users use a product multiple times to do one thing, they often form a habit.

The power of habit is powerful.

Once a user becomes accustomed to a product. Then user dependence will take shape.

Whether it is a membership system or a user asset strategy, the purpose is to allow users to make multiple and repeated purchases.

4. User growth system

NetEase Yanxuan also has a member growth system, but I think it doesn’t do this part well, so I won’t mention it here.