Why is there no first order discount? Revealing the logic behind merchant marketing strategies
In recent years, first-order discounts have been a common marketing tool for e-commerce platforms, takeout apps, and various services. However, many users have found that some platforms or merchants have gradually canceled this offer, and have never even launched a first-order discount. What's the reason behind this? This article combines the hot topics and hot content on the Internet in the past 10 days, and uses structured data analysis to reveal the business logic behind this phenomenon.
1. Common forms and reasons for disappearance of first order discounts
First-order discounts used to be an important means to attract new users, but now many platforms have chosen to abandon or adjust this strategy. The following are the main reasons summarized in popular discussions in the past 10 days:
| Reason type | Specific performance | Case |
|---|---|---|
| cost pressure | Subsidy costs are too high and difficult to maintain in the long term | A certain fresh food platform has canceled full discounts on the first order and switched to a membership system |
| Low user retention rate | The repurchase rate of first-time users is less than 30% | Food delivery platform data shows that the churn rate is high after discounts |
| policy supervision | Prevent "low-price dumping" or vicious competition | Some industries are required to limit subsidies |
| strategic transformation | Shift to refined operations, such as membership system | E-commerce platform launches paid membership to replace first order discount |
2. User feedback and alternatives
According to discussions on social platforms and consumer forums, users have had mixed reactions to the disappearance of the first-order offer. The following are statistics of recent popular opinions:
| User type | Main comments | Proportion |
|---|---|---|
| price sensitive | “If you don’t have a discount, don’t use it.” | 45% |
| Rational consumption type | “Pay more attention to long-term value” | 30% |
| indifferent type | "Does not influence decision-making" | 25% |
Facing the reduction of first order discounts, merchants have also provided alternatives, such as:
3. Industry comparison: Which areas still retain first-order discounts?
Although the overall trend is to reduce first-order discounts, some industries still use them as a core method to attract new customers. The following is a comparison of recent data:
| Industry | First order discount retention rate | Typical platform |
|---|---|---|
| Online car hailing | 85% | Didi and AutoNavi Taxi |
| online education | 70% | Yuanfudao, homework help |
| local life | 50% | Meituan in-store, Dianping |
| Comprehensive e-commerce | 20% | Taobao, Pinduoduo |
4. Conclusion: The future direction of first order discount
Judging from recent hot discussions and industry trends, the reduction in first-order discounts is a manifestation of market maturity. Merchants are more likely to passPrecision marketingandUser stratificationAchieve sustainable growth. For consumers, it may be a wiser choice to view discounts rationally and choose a platform or membership system that suits their needs.
In the future, first-order discounts may not disappear completely, but will appear in more subtle or differentiated forms, such asExclusive products for new usersorLimited time trial benefits. This change also reminds us that the nature of business competition will eventually return to the value of products and services.
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