亿欧智库：零售付费会员研究（英文版）(62页).pdf

1、Copyright 2019 EO Intelligence. All Rights Reserved. Cover photo credit to IC photo Translated by Research on Retail Paid Membership in China and the United States Introduction EO Intelligence is a professional research and consulting business unit of EO Company （）. Research on Retail Paid Membershi

2、p in China and the United States Chinese version（called2018年中美零售付费会员制研究 报告in Chinese ）published by EO Intelligence in November 2018. Copyright reserved to EO Intelligence. Download link: Splio is a Loyalty Marketing Platform that enables brands to engage customers. EO Intelligence and Splio have est

3、ablished content collaboration. As translation contributor and distribution channel, Splio has provided support for this report. Meanwhile, special thanks to EqualOcean for his support. 2 This report focuses on the applications of paid memberships in the Retail Industry. The retail category in this

4、research mainly refers to the retail of physical goods. Having a paid membership gives the consumers an approach to priorities. The most fundamental difference between a retail paid membership and a paid membership in other industries is that, with the “two-time payment” feature, consumers make paym

5、ents two times to retail enterprises. The first time is to pay for the membership; the second time is to pay for the transactional purchase of goods. This report outlines five distinct applications by studying and summarizing the business logic of retail paid membership, the development, and history

6、 of China and US retail paid membership, as well as the retail enterprises that are implementing paid memberships. Based on their business model and development status, we analyzes eight typical retail enterprises to understand the model and characteristics of paid membership. Finally, this report a