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]