KFC's membership e-commerce in China
At the KFC V Mall, an order was placed with excitement. The price was pretty good! It’s 10 yuan lower with a 20 yuan coupon and 999 credit points than Taobao’s Juhuasuan. What’ so special about KFC V Mall?
In the KFC V Mall, there are quite a few categories – household and kitchen, fresh fruit and gourmet food, beauty and personal care, gaming and related, baby world. Most of the products can be redeemed with the V points of KFC’s member rewards.
There are even products that are 100 percent redeemable with V points. The products will be delivered by brands directly when ordered. The parent company of KFC, Yum! Brands, is more like a commissioned seller, it doesn’t have its own storage and logistics system.
In the category of gaming and related, peripheral products of popular IP such as Marvel, Disney and Pokémon are available for purchase. At the same time, for KFC’s own peripheral products, this section is the launch pad.
In the section of beauty and personal care, there is no shortage of high-end skin care products. One can find the 8,288 yuan Zeus diamond beauty instrument by Dr. Arrivo and Shiseido’s Ultimune Power Infusing Concentrate.
Even the newly released iPhone 11 is available here, and there have been 88 transactions.
Although there are a lot of categories in the V Mall, there aren’t many SKUs, and brand names are also limited. For example, in the cleaning and feeding sub-section of the Baby’s World section, consumers have only 39 items by 3 brands to choose from.