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Alibaba Expands Membership Peaks for 88VIP

August 13, 2019 7:49 pm

Beijing (PingWest)—With hundreds of new brands participating, Alibaba Group said it would bring a wider selection of perks and privileges to members of its paid customer-loyalty program, 88VIP.

During an exclusive concert for 88VIP members in Shanghai last week, Alibaba announced expanded year-round discounts to cover 388 brands, ranging from Sennheiser and Blueair to Onitsuka Tiger and Pizza Hut, up from the 88 brands that first joined the scheme last August.

Throughout the year – even during 11.11, the world’s biggest shopping day– members will get 5% off when shopping at the participating brands’ flagship stores on Alibaba’s Tmall and Taobao marketplaces, as well as for purchases made on some of its other platforms, such as online grocery channel Tmall Supermarket, cross-border shopping site Tmall Global, online drugstore AliHealth and Mei.com, Alibaba’s outlet for off-season luxury and designer goods.

As of May, most 88VIP members were spending more than RMB 100,000 per year (US$14,1645) on Alibaba’s platforms, the company said.

In 2017, Alibaba Group merged its Tmall and Taobao loyalty programs into a single membership club based on the level of customer engagement on the platforms, dubbing it the 88 Membership program.

All users qualify as standard members, called “88 members,” while more-engaged consumers with a loyalty score of 1,000 or more are recognized as “Super Members.” To earn more loyalty points, consumers are encouraged to shop across more categories, leave reviews and interact with other users on Alibaba’s sites.

The paid customer-loyalty program, 88VIP, is the latest upgrade to Alibaba’s membership system announced in August last year. Super Members can opt in to the program for a discounted price of RMB 88. Members with fewer than 1,000 loyalty points can sign up for RMB 888.