The most important business model of community-membership system

The world is bustling for profit, and the world is bustling for profit. No benefit, everyone can't get up early, haha.

To be a community, except for non-profit organizations, such as property owners and community owners in our community, other communities need to formulate corresponding business models. Why? It is to respond to the original purpose of the community: cash!

Some communities have defined and planned the mode of community realization at the early stage of their establishment.

And some communities, in the process of gradual development, suddenly realized that they should seek opportunities to realize cash here and there.

Membership is the initial form of all communities, which deserves our understanding as friends of the community.

Membership system-the original form of community commerce

Membership system is the initial form of community commerce and the entrance form of community charges.

The earliest community membership system can be based on local chambers of commerce and associations.

No matter what kind of community, whether there are specific products or services, or just a small circle where people gather, as long as the promoters of the community set a threshold, no one can enter. Charging basic membership fees is a good way to screen people (content is another means of screening people) and improve the stickiness of community members.

The reward is true love. If members of the community are willing to pay to join the community, then it can basically be considered that this fan has a high degree of recognition of the community.

In addition, you will cherish it if you pay. On the one hand, charging is the threshold, on the other hand, it will also encourage community members to cherish their membership in the community.

Collecting membership fees is not the ultimate goal of the community. Collecting membership fees is only a means of screening people. Community is an energy field, and collecting membership fees means finding members with the same frequency to join. Therefore, membership is the most basic product provided by the community, not the most important form of community commerce.

The membership fee corresponds to the basic services or products provided by the community.

Whether a community can operate well depends entirely on the services and products provided after joining the club, such as the Chamber of Commerce, a specific community organization:

Provide industry information

Industry resource connection

Provide industry gatherings

The services and products behind the membership system are the foundation of community commerce, otherwise they are all passive water and rootless trees.

On the other hand, from the point of view of community members, what did I get by paying money to become a community member?

Through the club, I learned professional knowledge?

Through the club, I met a professional in a certain industry?

I promoted my personal brand through the community?

Community members should have clear grades and upgrade requirements.

The rights and obligations of ordinary members and VIP members should be clearly defined, which is one of the most important means to motivate community members. Later, I will add many cases to help you better understand that the services and products obtained by different levels of membership systems are different.

Membership, charging is just the beginning.

Examples of membership-based community business

The more successful communities in the last two years basically have the basic threshold for membership. Let's give a few examples:

logical thinking

Introduction: Knowledge service providers and operators. Including WeChat public subscription number and knowledge talk show video program.

Membership threshold: a group of patients with knowledge anxiety

Membership fee: Earlier data showed that there were 3.45 million subscribers and 66,000 paid members (die-hard members: 1.6 million, family members: 50,000, die-hard members: 1.5 million, family members: 3 million, totaling about 40 million).

Wu Xiaobo channel

Introduction: At present, there is a large Internet financial community in China, including specific interactive forms such as WeChat public subscription number, financial talk show video, book club, and well-known financial media.

Membership threshold: financial people, no specific threshold.

Membership fee:

Wu Xiaobo was quoted as saying, "Our future members will be divided into two layers, one is the basis of 180 (yuan).

At present, the number of members is growing rapidly, and it may exceed 654.38 million+by the end of this year, which is considered as a part of the middle class. In addition, it can also be part of the asset class, such as many entrepreneurs in the channel audience and enterprises participating in training programs.

The industry is almost more than 4 thousand. If you set up a big club, its fees will be more expensive and more peer-to-peer.

Precision. "

For a community of this size, you don't need more than 500 members, because all those who stay are elites.

Li Xiaolai research, research, research again.

Introduction: There are actually two Alipay groups in Li Xiaolai, one is seven years, and the other is common growth. One is general education, and the other is business school.

Membership threshold: "seven years" is aimed at those who want to acquire basic skills that are not taught in some schools but are very important for personal influence, such as self-study, self-management and effective communication. The growth of * * * is a learning sharing group for certain industries or investments (such as Bitcoin).

Membership fee: membership fee is 2555 yuan/person. Members should share their knowledge, experience and growth at least once a year.

Crazy honey

Introduction: The first O2O high-end female community in China gathers the best, most fashionable and most enjoyable high-end female groups in China with the mode of social economy. Taking the north, Guangzhou and Shenzhen as the main station, a number of "crazy nests" are developed offline. Community members are mainly elites, celebrities and industry experts. , involving business, financial management, public welfare, beauty, fashion, sports, tourism, food and other fields.

Membership threshold: assets of first-tier cities10 million, assets of second-tier cities 3 million.

Membership fee:? There are three kinds of membership fees, 3000, 5000 and 10000 RMB/year, of which "Crazy Honey" headquarters shares 49% of the income and "Crazy Nest" shares 5 1%. The first category can enjoy the basic cost of goods and services; The second category has the qualification to initiate crowdfunding; The latter is qualified for investment.

as early as possible

Introduction: The name is taken from a series of bestsellers published by brand founder Wendy Wang 20 10, and women understand it early. As soon as possible, the brand will provide a communication and sharing platform and self-management tools for women aged 18-35 who have expectations for themselves, so that more women who have pursuits and requirements for themselves can become themselves in expectation.

Membership threshold: 18-35 for women has covered at least 8 million users.

Membership fee: membership system services are provided by CITIC Bank for early membership cards. If you successfully apply for membership card, you will get 1000 early currency (approved).

Elegant and polite

Introduction: The first women's community in China based on online video and mobile Internet, official website introduced it as "becoming the first urban women's growth platform in China. When you encounter something you want to say, do, learn, buy, solve, improve and earn money, your first thought is to come here and add some happiness, skills, ideas and negativity to the growth of women in the new era. As for getting rich by going public, let's do something by the way! "

Membership threshold: According to the latest statistics, there are 700,000 girlfriends, more than 600 WeChat groups have been established, and 1 0,000 paid members have been developed.

Membership fee: the whole membership system is divided into 699 yuan/year, 1999 yuan/year and 8999 yuan/year, and different services and commodities are provided according to grades.

There is also Fan Deng's reading club, which is very popular recently. All reading clubs with books have developed and expanded in the form of membership. Learning membership marketing, I have mastered more than half of community marketing.