How Suning’s All‑Scenario Membership System Drives Private‑Domain Traffic in Post‑COVID Retail

On March 23, the 2021 Greater Bay Area Smart Retail Conference was held in Shenzhen, focusing on new retail marketing models and exploring post‑pandemic private‑domain traffic operation and its hidden commercial value. Suning Retail Technology Research Institute Director Wang Junjie attended and shared Suning’s full‑scenario integrated membership practice, attracting industry attention.

Wang Junjie noted that after thirty years of development, Suning has formed a comprehensive smart retail layout across the entire industry and scenarios. In today’s emphasis on user experience, Suning’s all‑scenario membership system emerged, offering members a unified tier system usable across business formats, allowing unified acquisition and use of cloud diamonds and related benefits, delivering cross‑scenario digital marketing services. The full‑industry member account integration has been achieved.

He further analyzed Suning’s all‑scenario integrated membership practice from five aspects: member recruitment and identification, member activation, member loyalty, omni‑channel value management, and private‑domain traffic operation.

Among them, Suning’s member recruitment and identification system focuses on building an account‑through system and ONE ID mechanism to create a comprehensive member profile. The activation system highlights Suning’s unique play matrix. The loyalty system combines user activity and purchase across the industry to score ecosystem value, define membership levels, and grant differentiated ecosystem rights. Building on this, leveraging big data and artificial intelligence, Suning empowers omni‑channel value management, precisely acquiring, integrating, standardizing, and contextualizing user data, and managing user lifecycle in layers.

Additionally, Wang Junjie detailed Suning’s private‑domain traffic operation tools. Suning’s community operation tool currently offers six functions: automatic group pulling, intelligent product selection, material generation, mass messaging, community retention, and data reporting, widely used in Suning Carrefour and Honghaizi formats. The product also supports custom development for enterprise users and is now open to the market.