36氪·2025-08-07 11:08Core Viewpoint - The launch of the new "Big Member" system by Taobao is a strategic move to integrate various Alibaba resources and enhance user engagement across multiple lifestyle scenarios, positioning Taobao as a comprehensive "big consumption platform" [2][12][16]. Summary by Sections Overview of the Big Member System - The new Taobao Big Member system is free and accessible to all users, categorizing them into six levels based on their "Taoqi Value," which is calculated from spending across Taobao, Ele.me, and Fliggy [4][6][11]. - The system aims to create a more inclusive membership experience, moving beyond just serving a subset of paying users [7][12]. Changes and Features - The Taoqi Value system has been updated to enhance transparency and user engagement, with many users noticing an increase in their Taoqi Value compared to the previous version [8][11]. - The Big Member system emphasizes comprehensive coverage of various lifestyle needs, reflecting a shift in user expectations for integrated benefits across different platforms [12][27]. Strategic Implications - The integration of services from Taobao, Ele.me, and Fliggy under the Big Member system is a critical step towards establishing a unified consumption ecosystem, enhancing user loyalty and engagement [16][17]. - The strategic alignment of different business units within Alibaba aims to optimize resource allocation and improve user experience across the board [15][16]. Impact on Merchants - The Big Member system is expected to significantly impact merchant operations by increasing user engagement and providing more opportunities for targeted marketing [25][26]. - Merchants can leverage the new membership structure to enhance cross-industry collaboration and drive deeper consumer engagement through tailored promotions [27][29]. Future Directions - The Big Member system opens up new avenues for merchants to implement refined customer segmentation and targeted offers, moving away from broad discount strategies [29][30]. - The focus on everyday benefits rather than just promotional events indicates a shift towards a more sustainable and user-centric approach in membership design [30][34].