Tmall launches 'AI token centre' to sell tokens as retail goods

Alibaba Group's eCommerce platform Tmall has launched a digital hub that sells large-model token subscriptions as ordinary retail products.

The "AI token centre" (AI空间站), unveiled on 3 September, packages technical token plans as familiar retail-style digital goods comparable to mobile phone credits.

In conversation with MARKETING-INTERACTIVE, a source familiar with the matter said that the platform's approach is designed to target ordinary consumers who may lack technical proficiency, making AI services as accessible as purchasing mobile phone credit.

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The hub operates as a one-stop token recharge centre, aggregating subscription plans from domestic AI leaders including Alibaba Cloud, Zhipu AI, Kimi and MiniMax.

Shoppers can choose from token plans, coding packages or flexible pay-as-you-go credits, with delivery via direct account top-up or redeemable card codes. To access the page, users can enter "token" in the search field on Taobao and be directed straight to the dedicated page.

The move also helps model companies broaden customer acquisition beyond official websites and developer platforms, the source added, with MiniMax and Kimi currently in discussions with Tmall regarding direct storefront operations.

Alongside virtual token services, Tmall is expanding its AI hardware ecosystem. The platform now lists AI-powered PCs, learning machines powered by the Qwen large language model, smart speakers, and AI glasses – allowing consumers to buy both hardware and software in one place.

The move coincides with explosive growth in China's AI usage. Liu Liehong, head of the National Data Administration, noted that daily token consumption reached 140 trillion in March 2026 – up from 100 trillion late last year and a 1,000-fold increase from early 2024.

According to Liu, this surge demonstrates that China's AI sector is rapidly transitioning from simple chat interfaces to complex systems capable of autonomous decision-making and task execution.

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