CNBC AI News, August 6th – Taobao, the e-commerce behemoth owned by Alibaba, has officially launched its revamped membership program, dubbed “Taobao Grand Membership,” integrating a suite of Alibaba’s services including Ele.me (food delivery), and Fliggy (travel). The move signals Taobao’s ambition to deepen its engagement with users across various lifestyle verticals, from dining and entertainment to travel and everyday essentials.
The Taobao Grand Membership program is tiered, encompassing all users and categorized into six levels: Bronze, Silver, Gold, Platinum, Diamond and Black Diamond.
Each tier is further segmented into five “star” levels. Accumulating five stars within a current level automatically upgrades a user to the next. The perks and privileges associated with the membership escalate with each tier, offering progressively enriched benefits.
Taobao has automatically assigned an initial Grand Membership level to each user based on their “Taobao Points” accumulated over the past 12 months. Users can easily check their current status and associated benefits by searching “淘宝大会员” (Taobao Grand Membership) within the Taobao App.
Membership levels will be dynamically updated each quarter, reflecting any changes in a user’s accumulated Taobao Points.
These exclusive benefits and services, accessible free of charge, encompass a wide range of offerings: shopping discounts, food delivery perks, travel benefits, ride-hailing vouchers, and more.
For example, a Gold member can receive over 12 benefits per month. These include daily shopping rebates, five free room upgrades per year and four late check-outs per year from Fliggy, and RMB 80 in monthly ride-hailing vouchers via Amap.
Platinum members receive all the benefits of Gold members, in addition to an 88% discount on the Taobao 10 Billion Subsidy program and unlimited late check-out benefits from Fliggy. The top-tier Black Diamond member receives over 14 benefits per month, a direct upgrade to Fliggy’s F5 membership, access to gold card benefits from 31 hotel groups, and a dedicated account manager for expedited service.
Black Diamond membership is an exclusive tier, requiring a “Taobao Points” score of at least 10,000 and an invitation from Taobao. The e-commerce giant reports just over 100,000 users globally have received this invitation.
Looking ahead, Taobao has indicated that all user spending across Taobao, Ele.me, and Fliggy will contribute to their “Taobao Points” accumulation, regardless of whether it’s purchasing items, ordering food, or booking travel.
Furthermore, users with 88VIP membership will see an automatic upgrade after the launch of Taobao Grand Membership, with a substantial improvement in rights in Ele.me, Fliggy and Amap.
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