The power of is undeniable, and much of its strength comes from the stiff competition that eCommerce faces as they try to retain customers in the world’s largest market. One of the strategies preferred by the big retailers is to offer with which they manage to maintain the loyalty of their consumers by offering them special benefits and of course he has managed to keep the competition at bay with 88VIP, your loyalty plan
This is 88VIP, Alibaba’s premium subscription
Similar to Amazon’s Prime subscription, Alibaba launched its own premium subscription in 2017, in which merged its loyalty programs on Tmall and Taobao creating a single membership service: 88VIP. As a fun fact, “88” is pronounced “BABA” in Chinese, which is also from Alibaba on the New York Stock Exchange.
Membership is based on the client’s level of participation on the platforms and can cost from 88 yuan per year (around 12 euros) up to 888 yuan per year (just over 115 euros per year), depending on your level: Members with more than 1,000 points in their membership will pay the first rate, while those with less than 1,000 points will pay the last.
Alibaba uses an algorithm to calculate all the points of each member based on all their activity: the number and variety of stores they have visited, the types of products they buy, their participation in each channel… and all through Alibaba’s diverse offering that ranges from its travel platform Fliggy to your marketplace and Alibaba itself included.
This is one of the big differences between Amazon Prime membership and 88VIP, since provides a strong incentive for customers to write reviews, purchase more products from more categories, and interact with other Alibaba customers, while Amazon does offer discounts, services and free shipping, but it only has a single cost, no matter how many products they have purchased or if they have written reviews on the platform.
Access to premium services, discounts and the 88 Membership Festival
As benefits, 88VIP members have access to the Youku video hosting website, the Chinese YouTube, in addition to the Ele.me delivery service, exclusive offers on the Taopiaopiao ticket sales platform and the music app Xiami, of course this too promotes the discovery of in fact according to company figures, about 38 out of 100 people first time through this program.
And of course, just like Amazon Prime, 88VIP includes a 5% discount when shopping at participating brand storeseven on special dates when members get this extra discount on everything from Sennheiser electronics, international fashion brands like Hugo Boss or Ray-Ban to Pizza Hut.
And of course, what would a membership be without its own sales campaign? “88 Membership Festival” which takes place annually during the month of August, with exclusive offers for its members, as is the case with
Putting the customer at the center… to increase loyalty and sales
the objective of 88VIP is «create the seamless customer experience across your ecosystem for your most active customers«, which in the end benefits both customers and the great marketplace by offering them incentives to live shop “and have fun”, all without leaving the Alibaba ecosystem.
And of course, another of the benefits of Alibaba and its subsidiaries is the increase in sales: according to Alibaba, members of 88VIP spend twice as much compared to other consumers on the platform, in addition to being the first to adopt emerging trends. , even up to a year before they are generalized in the market.
“These highly active consumers offer a great avenue for companies to quickly test the waters of their newly developed products”, a couple of years ago during the presentation of new benefits for its 88VIP members.
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