• A new seamless lifestyle experience across Alibaba’s consumer platforms integrating shopping, dining, and travel perks
• Alibaba rewards users with benefits across its ecosystem while driving long-term growth through enhanced user engagement

Alibaba has launched a new, tiered Taobao loyalty program that connects its e-commerce, food delivery, and travel platforms. This move showcases the latest synergy following the company’s strategic merger of Ele.me and Fliggy platforms into the newly formed China E-commerce Group, alongside Taobao and Tmall.

Going beyond online shopping, the new program caters for users’ daily needs and rewards Taobao and Tmall users across their consumer lifestyle platforms. It further exemplifies the company’s “user first” strategy, sharpening its competitive edge.

Six membership tiers from Bronze to Black Diamond are available in the new free loyalty program, based on user's activity level and purchase history. This corresponds to "Taoqizhi", a loyalty point system. For example, black diamond members (highest tier) enjoy over 14 benefits, including dedicated concierge customer service, an additional 20% off Taobao and Tmall’s value channel known as the “RMB10 Billion Subsidy Program”, and Fliggy’s premium F5 membership, which also grants gold status with 31 hotel chains such as Marriott and Hilton.

Going forward, users can earn points, not just from shopping, but also from ordering food, booking travel, and even hailing rides. It will unlock additional perks by increasing the consumer's activity level across Alibaba's platforms. The new program will be immediately available to the approximately 1 billion users on Taobao and Tmall.

"Looking ahead, we will integrate and optimize different businesses based on users to create a more diversified and premium consumption experience", said the CEO of Alibaba Group, Eddie Wu, in an internal letter announcing the new business group in June.

The program also complements Alibaba's paid 88VIP membership, which caters to the ecosystem's highest spending consumers. Notably, users who reach the Platinum tier or above in the new program can become an 88VIP member for just RMB88 to unlock further premium membership benefits. Just this week, 88VIP member benefits were also upgraded to include increased exclusive coupons and a three-month free Freshippo membership.

As of March 2025, 88VIP has attracted over 50 million members, with membership continuing to grow at a year-over-year double-digit rate.

Alibaba has recently rolled out several initiatives to drive user growth while enhancing the consumer journey. In late April, for example, Taobao and Tmall launched "Taobao Instant Commerce" to leverage high-frequency delivery services and deepen on-demand shoppers' engagement.

The new Taobao and Tmall loyalty program works in lockstep with such initiatives, cementing increased user engagement and retention. The results of which translate into stronger lifetime customer value for merchants across the platforms.