Core Insights - Taobao's "Tao Coins" are becoming increasingly significant, with a projected distribution of 2 billion coins for the Double 11 shopping festival, and a nearly 5-fold increase in transaction volume compared to last year [1][3] - The integration of Tao Coins with various platforms like Taobao Flash Sale and Fliggy enhances user engagement and provides a new tool for brand merchants to attract new customers [2][14] - Tao Coins serve as a universal currency within the platform, facilitating instant retail and e-commerce collaboration, which is crucial for user retention and engagement [2][15] Summary by Sections Tao Coins Functionality - Tao Coins were introduced as a marketing tool 10 years ago, allowing users to earn and redeem coins through engaging activities, similar to loyalty programs from competitors [1][10] - The coins can be earned through various actions such as signing in, playing games, and making purchases, with new features introduced during major sales events [3][5] User Engagement and Brand Interaction - The use of Tao Coins has expanded to include a wider range of products and services, including food delivery and travel, enhancing user interaction with the platform [7][9] - Major brands like McDonald's have reported significant increases in transaction rates and sales volume through the use of Tao Coins during promotional events [7][14] Marketing and Consumer Behavior - Tao Coins are primarily a marketing tool for brands to engage with consumers, rather than solely providing discounts [10][14] - The coins encourage users to participate in various promotional activities, fostering a habit of checking for discounts and rewards [9][11] Integration with Membership Systems - Tao Coins are part of a broader membership strategy aimed at increasing user loyalty and engagement across different consumption categories [15][16] - The platform aims to convert casual users into loyal members by integrating various services and rewards into a cohesive user experience [18] Future Directions - The focus on enhancing the AI-driven coupon distribution system indicates a trend towards personalized marketing strategies [13][16] - The integration of Tao Coins into the larger membership framework is expected to drive user engagement and increase transaction frequency across the platform [18]

Core Insights - Tmall achieved its best growth in four years during this year's Double 11, excluding refunds [4][5] - The strategic focus for Tmall in 2025 is on growth, emphasizing investment in consumers, quality brands, and new shopping scenarios [4][6] Growth Metrics - Nearly 600 brands achieved over 100 million in sales, with 34,091 Tmall brands doubling their sales year-on-year [4] - 18,048 brands saw growth exceeding three times, while 13,081 brands grew over five times compared to last year [4] - 406 new brands ranked first in trending categories, with 26 achieving over 100 million in sales [4] Consumer Engagement - The number of 88VIP members reached over 53 million, with daily orders from this group increasing by 31% year-on-year during Double 11 [5][11] - Tmall's retail orders from Taobao Flash Sale grew more than two times compared to last year [5] Strategic Adjustments - Tmall's management has shifted its focus from "platform sovereignty" to "ecosystem sovereignty," prioritizing support for quality brands and original merchants [7] - The "扶优策略" (supporting quality strategy) emphasizes the importance of original capabilities and innovation in products and brands [7][9] New Initiatives - Tmall's new membership system launched in August 2023 aims to cultivate a broader consumer base, with over 1 billion users in platinum and above categories [11] - Strategic partnerships, such as with Xiaohongshu, are aimed at enhancing traffic acquisition and integrating various platforms for better consumer engagement [12] Future Directions - Tmall is focusing on AI and instant retail as key growth areas, with significant investments planned for these sectors [13][15] - The integration of AI tools is expected to enhance user experience and operational efficiency for merchants [15] Performance Testing - Double 11 serves as a critical testing ground for Tmall's various strategies and initiatives, providing insights into their effectiveness [13][15]

Core Viewpoint - The article discusses the increasing importance of membership systems for e-commerce platforms, highlighting how companies like Taobao, JD, and Meituan are integrating various services into comprehensive membership offerings to enhance user retention and engagement [2][3][5]. Group 1: Membership System Trends - E-commerce platforms are moving towards a "super membership" model, integrating multiple services such as dining, travel, and entertainment into a single membership offering [2][3][4]. - Meituan has launched a new membership system that covers seven lifestyle scenarios, offering various benefits including hotel points and discounts [3][4]. - Taobao has upgraded its membership system to "Taobao Big Member," which does not require additional fees and is based on user activity levels [3]. Group 2: User Engagement and Spending - Data shows that JD PLUS members spend on average 8.4 times more than non-members, while Meituan's black diamond members spend 23 times more than regular users [7]. - Taobao's 88VIP membership has reached 50 million users, with annual spending 6-8 times higher than that of non-members [7][8]. Group 3: User Preferences and Feedback - Users express mixed feelings about the value of membership benefits, with some finding certain perks unnecessary or underutilized [10][12]. - The most valued benefits often include free returns and shipping, which significantly influence user decisions to maintain memberships [12][14]. - Concerns about "price discrimination" among members have emerged, with users reporting higher prices for members compared to non-members for the same products [16].