Levelling Up

Chinese companies use a levelling or points system to give users a sense of progress. This nuanced type of membership system creates a win-win between user and platform: users have fun while they earn and accumulate points to unlock more features, and platforms have a way to encourage new user behaviour.

Levelling perks can also help push monthly subscribers to annual ones. For example: Weibo lets users jump to Level 3 by simply choosing an annual plan instead of a monthly one.