Guan Cha Zhe Wang·2025-08-06 09:07Core Insights - Taobao has launched a new membership system that integrates resources from Ele.me, Fliggy, and other Alibaba platforms, covering various lifestyle scenarios [1][5] - The membership system consists of six levels: Bronze, Silver, Gold, Platinum, Diamond, and Black Diamond, with benefits that include shopping discounts, food delivery perks, travel privileges, and ride-hailing discounts [1][2][3] Membership Structure - The Gold membership offers over 12 benefits monthly, including daily shopping red envelopes, five free room upgrades per year on Fliggy, and an 80 yuan monthly ride-hailing voucher [2] - Higher membership levels provide enhanced benefits; for instance, Platinum members receive an 88% discount coupon and unlimited late check-outs on Fliggy, while Black Diamond members enjoy over 14 benefits, including access to F5 membership on Fliggy and a dedicated account manager [3] Membership Growth and Value - Users earn "Taoqi Value" through spending on Taobao, Ele.me, and Fliggy, which determines their membership level and associated benefits [4] - The 88VIP membership has also been upgraded, offering richer benefits when combined with the new Taobao membership, indicating a strategic move towards a comprehensive consumer platform [5] Strategic Implications - The launch of the Taobao membership system is a significant step for Alibaba in transitioning from e-commerce to a broader consumer platform, integrating various sectors such as e-commerce, local services, travel, and transportation [5] - Analysts believe that the unified membership system will enhance user engagement on Taobao, increasing consumption frequency across different scenarios and ultimately boosting customer lifetime value for merchants [5]