A set of data report from McKinsey: customer loyalty not only brings high profits, but also reduces marketing costs; the marketing cost of keeping a consumer is only 1/5 of attracting a new one; the chance of selling to an existing customer is 50%, while the chance of selling a product to a new customer is only 15%; a 5% drop in customer loyalty decreases corporate profits by 25%; if you increase the 5% increase in customer retention each year, it could lead to an 85% increase in profits; the key to the current scenario built by new retail is how to maximize the value of the user. The cost of customer acquisition is increasing, treating a consumer as a single customer, tapping the value of "people" to a greater extent, and building communication scenes around the needs and behaviors of "people". Scene awareness is really digging deep, around people to do business, the pursuit of "customer lifetime value (CLV)" concept. Truly consumer demand-oriented, to understand consumer needs and preferences, to realize the leap from "people looking for goods" to "goods looking for people". From the level of thinking 1, digital strategy + humanistic care digital strategy is to build the brand's own data resource pool, including user information and consumer behavior data, commodity data, scene data, and commodities, scenes, users are inextricably linked, which provides a basis for subsequent demand mining, trend analysis and other big data applications, so that the brand has the ability to hold a group of long-term value of the user's operation and cash. The ability to realize the value of a group of users in the long run. Driven by digital technology, when marketing develops from automation to intelligence, the user really becomes the center, and brand marketing needs to pay more attention to humanistic care. 2, super user thinking super user refers to users who have cognition of the brand, have the intention to buy, will repeat the purchase, can give feedback, and can recommend the purchase, and have a high degree of loyalty to the brand, and the brand has established a strong relationship with the user. The spending power of super users is 5-10 times that of ordinary users. Whenever the number of super-users increases by 1%, it will bring 10%-15% increase in the number of ordinary users and 20%-25% increase in sales. From the marketing level "the essence of membership is to retain loyal users and get swing users." When the whole Internet progresses to a relatively stable stock era, membership obviously becomes a solution to improve user stickiness and tap the value of stock.1. Level system: membership level privileges and set up the elevation of the elevation system needs to be based on the consumer's price per unit, the frequency of consumption to be taken into account, in other words, it is to be associated with the price of the goods and the brand re-purchase rate.2. Integral system Points acquisition channels and the use of consumer access to points, at present there are the following ways: consumption records, check-in punch card, interactive games, birthday points and so on. However, after consumers get the points, how to use them needs a strategy to land.3. Membership system: clear level system The setting of membership level should be clear about the benefits of different levels of membership. The consumer environment determines the consumer interest driven to promote registration, use and attention. 4. member marketing activities: designated group marketing for different levels of members, marketing SMS content as well as the content of the campaign has different ways to play. Member Life Cycle Identification Member Life Cycle: Consumer Member Active Member Silent Member Sleeping Member Lost Member Member Management: Use marketing activities, communication means to promote silent members to active members, wake up sleeping members, activate lost members. Member active moment identification member active moment identification is the active customer stage within the member life cycle. In this stage of the membership, the purpose of maintenance is to extend the length of time members are active, to enhance the consumption frequency of members and the customer unit price, active members of the brand care expectations are relatively high, so you can be in the holidays, members of the birthday, new product launches, festivals and other periods of time to give coupons or send benefits. Member Communication Scenarios Case Platform Member Lifecycle_0-1 Conversion&1-More Repurchase WeChat Member Lifecycle With the core concept of data-driven growth, Siweiwei Digital provides brand clients in the apparel, footwear and hats, fast-moving consumer goods, mother and baby industries with private domain operations, member loyalty management, data processing and analysis, user data, and other services around brand marketing digitalization, including centralized platform construction. We also provide a series of services around the digital transformation of brand marketing, such as member loyalty management, data processing and analysis, and user data center construction.