Alibaba Establishes Premium Loyalty Tier

Alibaba Group Holding has rolled out a premium loyalty program tier, 88 VIP, that offers exclusive benefits to members across the Alibaba ecosystem. Rewards cover commerce, entertainment, and local services.
 
The 88 VIP tier is the newest within the 88 Membership Club, a customer loyalty program launched last year for Tmall and Taobao marketplace customers.
 
Currently Tmall and Taobao users can participate in the 88 Membership Club for free. However, the rollout of 88 VIP enables users to purchase a premium package to enjoy more extensive access to brand services, discounts, and benefits.
 
Users with 1,000 membership points and above will only need to pay an annual fee of $13 to join the 88 VIP tier. Members with less than 1,000 points can pay $130 for the upgrade.
 
Members of the new tier will receive a five percent discount on merchandise sold through the Tmall Supermarket and through 88 Membership Club stores on Taobao and Tmall. In addition, joining 88 VIP grants members access to various Alibaba businesses, including video-streaming platform Youku, music-streaming platform Xiami, on-demand delivery service Ele.me, and online ticketing portal Taopiaopiao. The total value of the benefits available to an 88 VIP member is almost $300.
 
“Customers always take center stage at Alibaba,” says Chris Tung, CMO of Alibaba. “With the introduction of New Retail, customers are more engaged both online and offline. The decision to have an exclusive membership tier is not just about rewarding our most active members, it’s also about building an all-around experience our customers can enjoy every day.”
 
Tung adds, “The move exemplifies why we launched our membership program in the first place – to provide our customers with not just goods, but also a better lifestyle. We want our 88 VIP members to enjoy the best shopping discounts, the most-entertaining content, and the most-reliable local services that Alibaba can offer.”
 
The 88 Membership Club was launched in August last year when Alibaba merged its Tmall and Taobao Marketplace loyalty programs into a single membership platform. The launch ratcheted up the shopping experience for more than 500 million active users and leveraged consumer insights to better connect brands with club members.
 
In the future, Alibaba will continue to bring more exclusive offers to its paid members with the aim of attracting more users to join the premium 88 VIP tier.
 

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