BABA(US:BABA) Sou Hu Cai Jing·2025-06-19 17:54Introduction - The article discusses the 88VIP membership program by Alibaba, highlighting its strategic importance in attracting high-value users through a rewards system that includes various benefits and discounts [1][2]. Membership Benefits - 88VIP members can access numerous annual memberships from Alibaba's ecosystem and partner brands, including video streaming services and food delivery platforms [1]. - Members enjoy shopping discounts, free returns, and daily red envelope rewards, which incentivize frequent purchases [3]. Taobao's User Engagement Metrics - Taobao's "Taoqi Value" is calculated based on user behavior over the past 12 months, with a focus on shopping, interaction, and reputation scores [4]. - The composition of Taoqi Value includes shopping points (55%), interaction points (35%), and reputation points (10%) [4][5]. - Users can earn points through various activities, such as spending money on purchases and engaging with the platform [5]. User Behavior and Spending - Achieving a Taoqi Value of 1000 requires significant spending, with examples showing that users may need to spend between 16,700 to 250,000 yuan depending on the product category [9]. - High-value users, those with a Taoqi Value above 1000, typically spend 2.3 times more than average users, indicating the program's effectiveness in retaining valuable customers [9]. Platform Rules and User Experience - The article highlights the dual nature of the membership program, where users are encouraged to spend and interact, but also face penalties for perceived abuse of the system, such as frequent use of red envelopes [38][42]. - There are inconsistencies in how the rules are applied, leading to confusion and frustration among users who feel unfairly penalized for following the platform's guidelines [46][51]. Conclusion - The 88VIP program exemplifies a complex relationship between the platform and its users, where spending is rewarded but can also lead to restrictions if users are deemed to be exploiting the system [51].