Xin Lang Cai Jing·2025-08-06 15:28Core Viewpoint - Alibaba's new "Big Member" program integrates multiple platforms within its ecosystem, enhancing user experience and loyalty while addressing internal coordination challenges [1][4]. Group 1: Membership System - The "Big Member" program connects resources from Ele.me, Fliggy, Youku, and Hema, creating a unified benefits system covering food, travel, entertainment, and shopping [1]. - The transition from a traditional shopping-focused membership to a lifestyle-oriented service reflects Alibaba's strategy to evolve from an e-commerce platform to a comprehensive consumer platform [1][4]. - Subscription models are gaining traction in the e-commerce sector, providing stronger user engagement and more stable cash flow compared to ad-driven revenue [2]. Group 2: Competitive Landscape - The competition in the e-commerce and local services sector is intensifying, with rivals like JD and Meituan enhancing their membership offerings [3][4]. - Alibaba's integration of various resources aims to provide diverse services, helping the company to expand its market share and improve its competitive position against JD and Meituan [4]. - The core competitive advantages of the "Big Member" program include a wide range of consumer services, comprehensive supply to meet lifecycle needs, and robust technological support from Alibaba Cloud and AI [4].