Core Insights - Alibaba is implementing a new membership system on Taobao that integrates various services within its ecosystem, including Ele.me and Fliggy, aiming to enhance user engagement and consumption across multiple platforms [2][4][6] - The new membership system categorizes users into six tiers based on their "Taoqi value," which can be accumulated through spending on Alibaba's apps, thus encouraging cross-platform usage [3][4][6] - The introduction of this system is seen as a strategic move to create a unified membership experience, potentially increasing customer loyalty and establishing a competitive edge in the market [6][7] Membership System Overview - The new membership system features six levels: Bronze, Platinum, Gold, Diamond, and Black Diamond, with Platinum and above members able to access 88VIP for a fee of 88 yuan without additional requirements [2][3] - Taoqi value is now calculated based on initial base points, consumption points, and reward points, incentivizing users to spend across Alibaba's various platforms to increase their membership tier and benefits [4][6] - The system aims to maximize user value by consolidating membership benefits, thus enhancing business synergy within Alibaba's ecosystem [4][6] Market Positioning and Strategy - The membership initiative reflects Alibaba's shift towards a "big consumption scenario," aiming to integrate various lifestyle services and enhance user experience [4][6] - The strategy is reminiscent of the previously successful YinTai 365 card, which offered discounts across online and offline platforms, indicating a trend towards creating value through membership [4][6] - The recent "flash purchase" campaign is viewed as a trial for the new membership system, with initial positive feedback suggesting potential for increased user engagement [6][7] User Experience and Feedback - Early user impressions of the new membership system are mixed, with some expressing skepticism about the actual value of the benefits offered compared to previous membership experiences [7] - Users have noted that while the new system provides various perks, the perceived value may not meet expectations, especially when compared to competitors' offerings [7] - The effectiveness of the new membership system in driving user engagement and spending will ultimately depend on the tangible benefits it provides to users [7]