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Alibaba launches top-tier membership loyalty programme for RMB 88

Alibaba Group today rolled out a new premium “88 VIP” membership package which offers exclusive benefits to members across the Alibaba ecosystem, aiming to enhance the customer shopping experience.

The “88 VIP” membership is a new tier within the 88 Membership Club, the 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. Users can purchase the premium “88 VIP” package to enjoy extensive access to brand services, discounts and benefits.

Users with 1,000 membership points and above will need to pay an annual fee of RMB 88 to get a tier upgrade while members with less than 1,000 points can choose to pay RMB888.

“88 VIP” members will be able to enjoy a 5% discount on Tmall Supermarket and the flagship stores of 88 local and international brands on Taobao and Tmall.

Moreover, “88 VIP” member is automatically entitled to membership across various Alibaba businesses covering commerce, entertainment and local services, such as video-streaming platform Youku, music-streaming platform Xiami, on-demand delivery service Ele.me and online ticketing portal Taopiaopiao and others.

The total value of benefits available to an “88 VIP” member across the Alibaba ecosystem could reach RMB 2,000.

Alibaba stated it will continue to bring more exclusive offers to its paid members, aiming to attract more users to join this premium VIP program.

“Customers always take center stage at 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,” said Chris Tung, chief marketing officer of Alibaba Group.

Tung added, the move exemplifies why the group launched the membership program in the first place – to provide 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 move aims to ratchet up the shopping experience for more than 500 million active users, while leveraging consumer insights to better connect brands with club members. Membership points are accumulated based not just on transaction volume, but also on the level of customer engagement.

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