近日，有网友在社交平台晒图，称发现淘宝App的开屏页面更新为"购物·外卖·旅行"，"'万能的淘宝'更万能了？" 记者找到淘宝9月10日官方发布的宣传片内容，发现此次品牌焕新延续了"万能的淘宝"心智，除电商购物外，也强调外卖、出行、旅游等多个场景。 今年6月，阿里宣布饿了么、飞猪合并入中国电商事业群，当时相关负责人表示，将从用户角度出发优化整合业务模式，构建更加完整的大消费服务体 系。随后在8月6日，淘宝上线了全新的大会员体系，打通饿了么、飞猪等阿里系资源，全面覆盖吃喝玩乐、衣食住行等生活场景。此后消费者在淘宝、饿 了么和飞猪的所有消费，无论是买东西、点外卖还是订机酒，都可以得到对应的淘气值。 孟茵 晓风 校对 陶善工 淘宝闪购此前官宣成为成都AG超玩会的首席合作伙伴，而这次更携手人气战队队员司马光、一诺、Flandre、K1ra共同拍摄品宣片，演绎了在淘宝上购 物、点外卖、出行和旅游等多元化生活场景，吸引更多年轻用户。 ...

Core Insights - Hema X membership stores are closing, with multiple locations ceasing operations, including stores in Beijing, Suzhou, and Nanjing, with the last store in Shanghai set to close by August 31 [1][2] - Hema's CEO announced a strategic focus on Hema Fresh and Hema NB, leading to the decision to shut down X membership stores [2][4] - The membership store model, initially popularized by Costco and Sam's Club, has faced challenges in China, with experts noting that the model requires extensive supply chain management and customer loyalty, which may not be easily replicated by Hema [4][5] Company Strategy - Hema has been experimenting with various business models since its establishment in 2015, including Hema Fresh, Hema X membership stores, and Hema NB [3] - The decision to close X membership stores aligns with Alibaba's broader strategy to streamline operations and focus on core business areas, as seen in the recent integration of various services under Alibaba's e-commerce umbrella [5] Market Context - The rapid growth of warehouse membership stores has shifted, with industry insiders suggesting that the unique requirements of the membership model may not be suitable for all players in the Chinese market [4] - The membership store format has seen significant success in Germany and the United States, but has not yet achieved similar scale in China, indicating potential market limitations [4]

Group 1 - Taobao has launched a new membership system that integrates resources from Ele.me, Fliggy, and other Alibaba platforms, covering various lifestyle scenarios such as dining, entertainment, and travel [1][2] - The membership system consists of six levels: Bronze, Silver, Gold, Platinum, Diamond, and Black Diamond, with Platinum and above members able to subscribe to 88VIP for 88 yuan [1] - Membership levels are automatically assigned based on the user's activity over the past 12 months and will be updated quarterly according to the latest activity [1] Group 2 - Different membership levels offer various exclusive discounts and services, including shopping discounts, food delivery benefits, travel perks, and ride-hailing discounts, with benefits increasing as membership levels rise [1] - Future spending on Taobao, Ele.me, and Fliggy will earn users corresponding activity points, encouraging more consumption [1] - The 88VIP membership has also been upgraded, providing enhanced benefits that combine with the Taobao membership without additional costs [1][2] Group 3 - Alibaba aims to continuously optimize membership benefits from the user's perspective, enhancing the overall consumption experience [2] - The integration of Ele.me and Fliggy into Alibaba's e-commerce business group reflects a strategic move to create a more comprehensive consumer service system [2]

Group 1 - Hema X membership stores in Beijing, Suzhou, and Nanjing ceased operations on July 31, with the last store in Shanghai set to close on August 31, indicating a strategic shift by the company [1][3] - Hema's CEO, Yan Xiaolei, announced a focus on core business segments, specifically Hema Fresh and Hema NB, leading to the closure of X membership stores [1][3] - The membership store model, initially popularized by Costco and others, has faced challenges in China, with experts noting that the unique supply chain and operational requirements have not been met by new entrants [3] Group 2 - Alibaba has been restructuring its business, merging Ele.me and Fliggy into its China e-commerce division, aiming to enhance its consumer service ecosystem [5] - Hema has integrated with Alibaba's 88VIP program, allowing for a seamless connection of membership benefits, which is expected to attract a significant number of new members [4][5] - The 88VIP membership has surpassed 50 million users, and the integration is anticipated to provide Hema with a substantial influx of quality customers, enhancing its growth potential [6]