On August 8, 2018, Ali announced that it would integrate the membership rights of its various products and launch 88VIP. Only users with a naughty score of 1,000 or more can spend 88 yuan to buy. This project is also a cornerstone of Ali for the next ten years. At the juncture of the third time, Ali has also further upgraded this project and continued to add new rights and interests. One card spans the nine major events of "eating, playing, listening, watching, buying, traveling, health, finance, and home". Life scenes, and unified membership rights, so that 88VIP users can save about a few thousand yuan a year. However, for 88VIP, saving money for users is only the most basic benefit.
According to a transcript released by Ali before, 88VIP members have saved more than 10 billion yuan in one year, becoming a veritable "ten billion subsidy", which is also a large expenditure for Ali. Why does Ali prefer to lose money and sell members? Of course Fax List there are also considerations behind it. Initially, the membership model emerged from offline brick-and-mortar stores, mainly based on the points system, which brings a membership experience to shopping without much preferential services; however, with the rise of the Internet, people’s consumption relies more on e-commerce platforms and online shopping. Buying has become the main tone of shopping.
Nowadays, the mobile Internet dividend is gradually disappearing, and the ceiling of the e-commerce platform is clearly visible; therefore, everyone is competing for stock users, developing the existing stock market, and improving user stickiness, and the membership-based e-commerce model Ali is not the first launch, Amazon Amazon Prime was launched back in 2005. Although Amazon Prime has raised prices twice since its launch, more and more users are still joining or continuing to become Prime members. This means that users feel that the service content of Amazon members is worthwhile.