This article takes ANTA as an example to analyze how its membership system (contribution rate exceeds 60%) uses specific measures to improve user engagement and extend the user life cycle, mainly from the perspectives of “retention” and “activation”.
In the highly competitive retail footwear and apparel market, good membership management is crucial for the sustainable development of brands. Its core goal is to increase user long-term value (LTV), which requires brands to continuously increase user stickiness and loyalty. Among them, “retaining members” (retention) and “making members more active” (promoting activity) are two very key indicators.
1. Building attractiveness: hierarchical membership system and core rights
ANTA divides membership into 5 levels: new members, bronze members, silver members, gold members, and diamond members. Different levels correspond to different combinations of benefits, and the core benefits include member day activities, birthday discounts, double points, birthday gifts, points redemption products, points for cash, priority purchases of top goods, new product experience, and other brand-exclusive rights and services.
Retention Value:A clear tier system motivates members to work towards higher levels and enjoy more benefits, thereby increasing the motivation to continue consumption. Exclusive rights and interests such as birthday care enhance the sense of belonging of members.
Promoting value:Activities such as point redemption, cash credit, and rush buying of top goods directly stimulate members’ consumption behavior.
2. Dynamic evaluation and innovation incentives: improve long-term stickiness
On the basis of the membership level system, ANTA has introduced a dynamic evaluation system of “exercise energy value” and upgraded the membership system to make the evaluation dimension more comprehensive: annual consumption (40%) + interaction frequency (30%) + sports data (20%, such as access through cooperative apps) + content contribution (10%).
B-end product manager’s ability model and learning improvement
The first challenge faced by B-end product managers is how to correctly analyze and diagnose business problems. This is also the most difficult part, product design knowledge is basically not helpful for this part of the work, if you want to do a good job in business analysis and diagnosis, you must have a solid …
View details >
Based on this, ANTA has designed attractive innovation benefits:
- Energy/points exchange: can be exchanged for Olympic champion Li Juan’s personal training class, Gu Ailing’s training plan and other unique experiences.
- Event privileges: Priority registration for marathon/basketball events sponsored by ANTA and exclusive equipment customization.
- Carbon credit system: Carbon deposition points for purchasing environmental protection products can be exchanged for tree planting public welfare certificates.
- Cross-border ecological rights: Open points with NIO, and use points to redeem charging services or on-board sports equipment.
Retention Value:The dynamic evaluation of “exercise energy value” encourages members to interact with the brand in a long-term, multi-dimensional (consumption, interaction, movement, content) rather than just the amount spent. Unique exchange products (such as Olympic resources) and value resonance (environmental protection, public welfare) greatly enhance brand favorability and stickiness.
Promoting value:The exchange of scarce resources (championship courses, event places) directly stimulates members to spend and interact to get more “energy”. Cross-border rights broaden the value of points and encourage members to continue to accumulate and use points.
3. Global data center: improve user tag library and personalized recommendations
ANTA integrates data from 38 key touchpoints online and offline, such as official website browsing, app usage, mini program interaction, store shopping, event participation, etc.). Based on this, an intelligent portrait system containing more than 2,000 user tags was constructed. It has realized the unification of member identity, behavioral data and rights experience in all channels. No matter where members interact with the brand, they can be accurately identified and receive consistent service, eliminating the sense of disconnection.
ANTA not only collects data, but also pays more attention to analyzing users’ behavior throughout the process (browsing, searching, purchasing, interaction, sports, etc.). By sorting out these behavioral dimensions and combining them with clear business goals (such as increasing repurchase rates, promoting new products, increasing the proportion of high-value members, etc.), we can reverse derive which key user tags need to be built (such as “basketball enthusiast”, “high-frequency runner”, “environmentally friendly product lover”, “price sensitive”, etc.). Build more accurate and dynamic “user preferences” models that understand the unique needs and interests of each member.
Using the built user portrait and preference model, ANTA has realized the intelligence of “people-to-goods matching”: analyzing the characteristic tags of hot-selling products. Match groups of users with corresponding interests or behavioral characteristics. Recommend products or activities to members that they are more likely to be interested in in appropriate channels (APP push, mini program pop-ups, text messages, shopping guide enterprise WeChat, etc.). Form a closed loop of continuous optimization. In the continuous interaction with users, continue to optimize data and labels, and make cyclical improvements to achieve the accuracy of the portrait.
Retention Value:Unified membership identity and experience eliminate the sense of fragmentation, so that members can be recognized and enjoy services both online and offline.
Promoting value:Activities such as “Super Socks SAI” use exclusive rights (free socks) to effectively attract members to the store (active offline). Omni-channel data empowers more accurate reach and personalized campaign push.
4. Deeply cultivate the community ecology
With the WeChat ecosystem as the core, ANTA has built a rich private domain community matrix:
WeChat public account: Publish new product information, sports knowledge, brand stories, etc. to attract attention and interaction.
Mini program: Core shopping and membership service entrances (online mall, member center, event registration), launch AI dressing assistant (increase conversion rate by 28%), achieve convenient conversion from content to purchase.
Enterprise WeChat: Establish one-on-one communication to provide personalized service and consultation.
Interest Community:
- Divided by sport/region: running group, basketball group, fitness group, local group, etc.
- Interest Tribe 0: More vertical communities, such as ski equipment modification groups, yoga meditation exchange groups (23 in total), and create virtual 3D spaces for members to participate in activities.
- Community operation: Equipped with professional sports consultants to provide guidance and advice; Regularly hold online and offline activities (sports check-ins, lectures, parties).
Short video and vertical community: Establish a position on platforms such as Douyin (with more than 20 million fans, apply AR try-on), Keep, and Dewu to attract traffic to the private domain.
Community content ecological support activity:
- Professional IP: “ANTA Academy of Sports Sciences” invites experts to interpret scientific training.
- UGC incentives: “Content creator platform” allows ordinary members to submit in exchange for product experience rights; The “KOC Incubation Program” incubates “ANTA Experience Officers” (5,000 people) and provides training and product priority experience.
- AI content: Generate personalized content based on user portraits (3x increase in graphic and text open rates).
Retention Value:Consistent quality content (professional, UGC, personalized) and community belonging (interest circles, consulting services) are key soft powers for long-term member retention.
Promoting value:Interaction within the community (discussion, consultation, participation in activities), content creation incentives (UGC), live broadcasts (Douyin), virtual space activities, etc., are all effective means to continuously stimulate member activity. AI assistants, AR try-on and other technologies improve experience and conversion efficiency.
Written at the end
ANTA attracts users through clear membership tiers and basic benefits, leverages online and offline integration and data capabilities to provide a unified and smooth experience, and enhances long-term stickiness and willingness to be active through innovative dynamic evaluation systems and unique rights and interests (sports, events, environmental protection, and cross-border). At the same time, it deeply cultivates the community ecology with WeChat as the core, continues to maintain member relationships with rich content and interactive forms, and finally realizes the efficient transformation of member value.
