Alibaba Upgrades Taobao Life-style Expertise with New Cross-platform Loyalty Program -Alibaba Group

• A brand new seamless life-style expertise throughout Alibaba’s client platforms integrating purchasing, eating, and journey perks
• Alibaba rewards customers with advantages throughout its ecosystem whereas driving long-term progress by way of enhanced consumer engagement

Alibaba has launched a brand new, tiered Taobao loyalty program that connects its e-commerce, meals supply, and journey platforms. This transfer showcases the most recent synergy following the corporate’s strategic merger of Ele.me and Fliggy platforms into the newly fashioned China E-commerce Group, alongside Taobao and Tmall.

Going past on-line purchasing, the brand new program caters for customers’ each day wants and rewards Taobao and Tmall customers throughout their client life-style platforms. It additional exemplifies the corporate’s “user first” technique, sharpening its aggressive edge.

Six membership tiers from Bronze to Black Diamond can be found within the new free loyalty program, primarily based on consumer’s exercise degree and buy historical past. This corresponds to “Taoqizhi“, a loyalty level system. For instance, black diamond members (highest tier) get pleasure from over 14 advantages, together with devoted concierge customer support, a further 20% off Taobao and Tmall’s worth channel often known as the “RMB10 Billion Subsidy Program”, and Fliggy’s premium F5 membership, which additionally grants gold standing with 31 resort chains similar to Marriott and Hilton.

 

Going ahead, customers can earn factors, not simply from purchasing, but additionally from ordering meals, reserving journey, and even hailing rides. It will unlock further perks by growing the buyer‘s exercise degree throughout Alibaba‘s platforms. The new program will probably be instantly obtainable to the roughly 1 billion customers on Taobao and Tmall.

 

“Looking ahead, we will integrate and optimize different businesses based on users to create a more diversified and premium consumption experience“, mentioned the CEO of Alibaba Group, Eddie Wu, in an inner letter saying the brand new enterprise group in June.

 

The program additionally enhances Alibaba‘s paid 88VIP membership, which caters to the ecosystem‘s highest spending customers. Notably, customers who attain the Platinum tier or above within the new program can grow to be an 88VIP member for simply RMB88 to unlock additional premium membership advantages. Just this week, 88VIP member advantages have been additionally upgraded to incorporate elevated unique coupons and a three-month free Freshippo membership.

 

As of March 2025, 88VIP has attracted over 50 million members, with membership persevering with to develop at a year-over-year double-digit price.

 

Alibaba has just lately rolled out a number of initiatives to drive consumer progress whereas enhancing the buyer journey. In late April, for instance, Taobao and Tmall launched “Taobao Instant Commerce” to leverage high-frequency supply providers and deepen on-demand buyers’ engagement.

 

The new Taobao and Tmall loyalty program works in lockstep with such initiatives, cementing elevated consumer engagement and retention. The outcomes of which translate into stronger lifetime buyer worth for retailers throughout the platforms.