Alibaba Expands Membership Perks for 88VIP (2024)

Alibaba Expands Membership Perks for 88VIP (1)

By Christine Chou

|

With hundreds of new brands participating, Alibaba Group said it would bring a wider selection of perks and privileges to members of its paid customer-loyalty program, 88VIP.

During an exclusive concert for 88VIP members in Shanghai last week, Alibaba announced expanded year-round discounts to cover 388 brands, ranging from Sennheiser and Blueair to Onitsuka Tiger and Pizza Hut, up from the 88 brands that first joined the scheme last August.

Throughout the year – even during 11.11, the world’s biggest shopping day – members will get 5% off when shopping at the participating brands’ flagship stores on Alibaba’s Tmall and Taobao marketplaces.

This also applies for purchases made on some of its other platforms, such as online grocery channel Tmall Supermarket, cross-border shopping site Tmall Global, online drugstore AliHealth and Mei.com, Alibaba’s outlet for off-season luxury and designer goods.

Alibaba Expands Membership Perks for 88VIP (2)

Alibaba is looking to create a seamless customer experience across its ecosystem for its most-active shoppers, the e-commerce giant said. This not only deepens engagement with the platform but also offers more incentives for them to live, shop and have fun, all within the Alibaba ecosystem, the company said.

“The upgraded membership program demonstrates we are committed to enhancing the customer experience and delivering benefits that cover all aspects of our customers’ lives,” said Chris Tung, chief marketing officer of Alibaba Group.

Alibaba Expands Membership Perks for 88VIP (3)

For the first time, Alibaba’s online travel platform, Fliggy, has released special benefits to 88VIP members, including cash-back vouchers for global hotel and flight bookings. This makes it the latest Alibaba business unit to offer annual privileges to these consumers, following other business units in the Alibaba ecosystem, including on-demand delivery app Ele.me, video-streaming site Youku, movie-ticketing platform Taopiaopiao and music-streaming service Xiami.

The digital membership card offers access to all of these platforms’ loyalty benefits at once, encouraging members to use other services in the ecosystem, which they may otherwise not have tried, said Miya Duan, the director of Tmall Brand Marketing and head of the 88VIP program.

For example, about 38 people in every hundred 88VIP members have activated Youku subscriptions for the first time through the program, while 27 members signed up for Taopiaopiao loyalty cards, per Alibaba figures released last September.

Alibaba Expands Membership Perks for 88VIP (4)

Engaging High-Value Customers

As of May, most 88VIP members were spending more than RMB 100,000 per year ($14,1645) on Alibaba’s platforms, the company said.

Duan said that on average 88VIP members spend twice as much as other shoppers on the platform. They are also early adopters of emerging trends, as early as six months to more than a year before they go mainstream in the market.

“These highly active consumers offer a great avenue for companies to quickly test the waters for their newly developed products,” she said.

Alibaba Expands Membership Perks for 88VIP (5)


L’Oréal Group, one of the first to sign on to 88VIP, leveraged the partnership to explore new strategies to encourage high-spenders and potential buyers to visit its other stores on Tmall. Last August, it offered shopping vouchers that could be redeemed when users visit four of its flagship stores and gave price breaks for cross-store purchases. For example, a customer buying cosmetics at L’Oréal’s haircare flagship would have the option of purchasing a male grooming product in another of its stores for a friend, making it easier to cross above the discount threshold.

Global hospitality company Marriott International said 88VIP members have made twice as many bookings than non-88VIPs since integrating the program last December with its hotel rewards club, Marriott Bonvoy. As part of the partnership, 88VIP members are instantly entitled to Marriott’s Gold Elite status, as well as a fast-track route to go from Gold to Platinum Elite status once they stay eight nights at its hotels in four consecutive months.

Alibaba Expands Membership Perks for 88VIP (6)

For American clothing brand Guess, the program – which it joined last year – has helped the company expand its customer base: Over 40% of its new customers are 88VIP members. But the value goes beyond acquiring new consumers to identifying and managing specific consumer groups. That has prompted Guess to “rethink the way we do operations online and offline by putting these customers into the center,” said Jose Blanco, vice president of Asian markets at Guess.

“Tmall is thinking about customers from a 360 perspective, not only what will they buy, but also the other activities they are doing in their journey as a customer,” he said. “We’re looking at each customer in a much more individual, personalized way.”

From 88 to 88VIP

In 2017, Alibaba Group merged its Tmall and Taobao loyalty programs into a single membership club based on the level of customer engagement on the platforms, dubbing it the 88 Membership program.

All users qualify as standard members, called “88 members,” while more engaged consumers with a loyalty score of 1,000 or more are recognized as “Super Members.” To earn more loyalty points, consumers are encouraged to shop across more categories, leave reviews and interact with other users on Alibaba’s sites.

The paid customer-loyalty program, 88VIP, is the latest upgrade to Alibaba’s membership system announced in August last year. Super Members can opt in to the program for a discounted price of RMB 88. Members with fewer than 1,000 loyalty points can sign up for RMB 888.

“88” is pronounced “BABA” in Chinese, which is also Alibaba’s ticker on the New York Stock Exchange.

See how global brands are leveraging loyalty programs in China

Alibaba Expands Membership Perks for 88VIP (2024)

FAQs

What are the benefits of 88VIP? ›

88VIP members can enjoy a 5% discount on products offered by over 300 brand merchants and membership privileges on platforms within Alibaba's ecosystem, including Youku, Ele.me, Amap, and Fliggy.

How many members are there in 88VIP? ›

Over 1,100 brands generated more than RMB10 million in sales from their members. Membership in 88VIP increased by double digits year-over-year in the quarter ending on March 31 to top 35 million members, according to the group's latest earnings report.

How to become 88VIP? ›

Users with 1,000 membership points in the 88 Membership Club can become 88 VIP members for RMB88 ($12.86), while those with fewer points can pay RMB888 ($129.77) for an upgrade. The new program offers a wide array of benefits across the Alibaba ecosystem: Discounts on Tmall and Taobao.

What are VIP perks? ›

A VIP program is similar to a customer loyalty initiative where a business provides exclusive perks such as discounts, access to premium goods, content, and other rewards to a specific group of customers.

What is Taobao 88 VIP? ›

88 VIP is effectively a new top-tier within Alibaba's 88 Membership Club loyalty programme that was launched last year for Tmall and Taobao marketplace customers. The 88 Membership Club is currently available to Tmall and Taobao users for free. But now they can move on up to the VIP service – for a fee.

How many members are there in Pink Floyd? ›

Syd Barrett, Roger Waters, David Gilmour, and Nick Mason were the original members of Pink Floyd. Richard Wright was added to the roster later.

How many members are there in the Marine band? ›

United States Marine Band
"The President's Own" United States Marine Band
BranchUnited States Marine Corps
TypeMilitary band
Size160
Garrison/HQMarine Barracks, Washington, D.C.
17 more rows

How many members are there in AQHA? ›

Membership increased almost 2%, a trend that began at the end of 2020 and continued through 2021. Of the more than 230,000 AQHA members, nearly 30,000 were brand-new members. Highlights in the 2021 AQHA Annual Report include: 2% membership increase 226,577 (2020) to 230,514.

How much does Geekdom cost? ›

Collaborator: The Collaborator membership is the ultimate coworking experience at Geekdom. Priced at $100 per month, it offers 24/7 access to the open coworking space, allowing members to work at their convenience.

How much does Podimo cost? ›

Podimo costs €3.99 per month, although there is a 14-day trial period during which you can unsubscribe for free.

How much does inforesidency cost? ›

Signing-Up For Inforesidency

The cost is $29.99 for 30 days. The subscription is automatically renewed every month until cancellation (which is a must to stop renewal). Please visit the "My Profile" page or send us an email to cancel your membership.

How much is 88vip? ›

Essentially Alibaba has packaged a variety of services into a loyalty program that can either cost customers 88 RMB a year ($13 USD) or 888 RMB a year ($130 USD) based on their membership score.

What is Alibaba membership? ›

Alibaba.com offers four different seller membership plans: Basic, Standard, Premium, and Verified Supplier. Each plan comes with different features and benefits that address potential sellers' business needs and goals. The pricing plans are designed to help sellers boost their sales and reach larger audience.

How to become a cameraman? ›

Most camera operator positions require a bachelor's degree in a field related to film or broadcasting, such as communications. Many colleges offer courses in cinematography or video-editing software. Coursework involves a mix of film theory with practical training.

What are the health benefits of Karasev? ›

One of the prime advantages of Kara Sev is its nutritional value. Rich in protein and fiber, Kara Sev can serve as a satisfying snack that helps to curb hunger pangs between meals. Its high fiber content aids digestion, promoting gut health, and can be beneficial for those looking to maintain a healthy weight.

What are the benefits of carota? ›

Red carrots also have lycopene, which helps prevent heart disease.
  • They boost your immune system. The vitamin C in carrots helps your body build antibodies that defend your immune system. ...
  • They can help with constipation. ...
  • They can help control diabetes. ...
  • They can strengthen your bones. ...
  • They might help you lose weight.
Jan 25, 2024

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