All the rights of eating, drinking and having fun get through Ali’s ＂88VIP＂ and rebuild the membership system.

[Global Network Technology Comprehensive Report] On the evening of August 8, Alibaba Group officially announced the brand-new membership plan of "88VIP" at the "88 Member Annual Stars Festival" in Guangzhou, redefining the traditional membership system.

According to reports, "88VIP" is a "all-in-one card" integrating Ali’s new retail ecology and multi-membership status, covering almost all the core services of Alibaba, and also providing a series of compound rights and interests in conjunction with 88 domestic and foreign brands among the 150,000 brands on Tmall. These exclusive discounts run through the whole year, even in double 11, and "88VIP" can be discounted and then discounted.

Users who have spent money on Ali retail platforms such as Taobao and Tmall in the past year will automatically become 88 members, and each member will correspond to different naughty values. If you are a naughty svip with a value of over 1000, you can only use 88 yuan to get this "88VIP" that non-members have to spend 888 yuan to buy. After preliminary calculation, the value of "88VIP" running through Ali’s ecological rights and interests is nearly 2000 yuan.

After becoming "88VIP", not only can you enjoy the annual "credit" of double 11 discount, but also the high-quality goods from Tmall Supermarket, Tmall International Direct Marketing and 88 brands around the world are all 15% off for the whole year; You can also enjoy annual exclusive discounts on imported milk, imported rice and other necessities; What’s even more surprising is that "88VIP" enjoys the exclusive status of "Eat, Drink and Play in One Train" under Ali, and is automatically upgraded to annual card members including Youku, Hungry, Shrimp and Taobao Film. In this way, according to the average user’s consumption level, becoming "88VIP" can save nearly 2000 yuan a year.

Take a bottle of Newsland fresh milk from 49 yuan as an example. "88VIP" can enjoy 72-hour direct fresh milk from New Zealand Ranch for only 19.9 yuan.

Roughly calculate, suppose a white-collar worker with a monthly salary of 5,000 yuan spends 888 yuan to become an "88VIP", and according to the average user consumption level, he can save 1,596 yuan, which is equivalent to getting 708 yuan for nothing. If it happens to be 88 svip, he only needs 88 yuan to get the "88VIP" status, which is equivalent to getting 1,508 yuan for nothing. Suppose a student party with limited pocket money can save its card fee in one month after spending 88 yuan as an "88VIP", and the following 11 months are pure "bonus hunter".

"Naughty value" is still the cornerstone of Alibaba’s membership system and the basis for the classification of Ali members. Naughty value of 1000 is a demarcation point. Those below 1000 are called 88 members, and those above 1000 are 88 svip. Besides enjoying the special price of "88VIP", they have distinguished privileges in daily shopping, payment and entertainment.

Ali’s new retail ecosystem is continuing to add more value and services to its members. Different consumption and life scenes face the same crowd. They not only order take-away food on the top every day, shop in Taobao Tmall, but also listen to shrimp on the way to and from work and watch the World Cup in Youku. They live in the ecology of Ali’s new retail every day. Compared with the traditional membership mechanism focusing on a certain field, "88VIP" has created a brand-new membership system based on Ali Ecology.

Those senior "hands-on parties" who are naughty and worth more than a thousand dollars have increased their sense of identity and belonging to the Ali ecological platform through the opening of the membership system. They are no longer entangled in the opening, renewal and maintenance of individual membership rights. As long as they have an "88VIP" card, those scenes that are frequently used in daily life can communicate with each other, which not only saves worry and money, but also makes the experience smoother.

This highly integrated Alibaba ecosystem is bringing great value to enterprises and promoting them to better carry out brand operation, user management, channel expansion and product development. For a wide range of merchants active in Ali’s new retail platform, the upgrading and opening of membership systems of different platforms can make them more deeply bound with consumers, not only further opening up online and offline, but also greatly expanding the original membership system.