3 6 Ke·2025-08-08 01:04Core Insights - The launch of the new "Big Member" system by Taobao integrates various Alibaba resources, covering a wide range of consumer needs from dining to travel, aiming to create a comprehensive membership experience for all users [2][6][10] - The new membership system is free and has no entry barriers, allowing all Taobao users to participate and earn "Taoqi Value" which determines their membership level across multiple Alibaba platforms [3][4][12] Group 1: Membership System Features - The Taobao Big Member system consists of six levels: Bronze, Silver, Gold, Platinum, Diamond, and Black Diamond, with higher tiers offering access to additional benefits like 88VIP [3][5] - The "Taoqi Value" system has been updated to enhance transparency and user engagement, allowing users to see their earning details and growth paths [4][5] - The membership system aims to provide comprehensive benefits that span various life scenarios, reflecting a shift in consumer expectations for integrated services [6][10] Group 2: Strategic Implications - The introduction of the Big Member system is part of Alibaba's broader strategy to transition from an e-commerce platform to a "big consumption platform," integrating services like food delivery and travel [10][11] - The consolidation of services under a unified membership system is expected to enhance user loyalty and engagement, ultimately increasing the lifetime value of customers [6][12] - The strategic alignment of different business units within Alibaba, such as Ele.me and Fliggy, is designed to optimize resource allocation and improve overall service delivery [11][12] Group 3: Impact on Merchants - The new membership system is anticipated to significantly impact merchants by increasing user engagement and providing more opportunities for targeted marketing [16][18] - Merchants can now operate within a broader membership framework, allowing for more refined customer segmentation and tailored promotional strategies [18][19] - The emphasis on everyday benefits rather than just promotional events indicates a shift towards creating sustained customer relationships through regular engagement [18][20]