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AIMR

Alibaba (NYSE: BABA) has announced a range of new privileges for members of its cross-platform Amazon Prime-like customer-loyalty program, 88VIP. New partners in the scheme now include Alibaba’s online travel platform Fliggy, on-demand delivery app Ele.me, video-streaming site Youku, movie-ticketing platform Taopiaopiao and music-streaming service Xiami.

Alibaba is looking to create a “seamless customer experience” across its ecosystem — which also includes generalist marketplace Taobao and mobile c-to-c social commerce platform Xianyu.

Xianyu and Taobao have become two of the largest e-commerce platforms in China thanks, in part, to their partnerships within the wider Alibaba ecosystem. Xianyu has partnered with clothing leasing platform Ycloset (AKA, yi23.cn), real estate listings provider Mgzf.com, home-sharing unicorn Xiaozhu, auto site Souche.com, and online-to-offline electronics recycling platforms HuiShouBao. (For more, see our report on this subject in AIMR).

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

The digital membership card offers access to all of these platforms’ loyalty benefits at once, encouraging members to use other services in the ecosystem, which they may otherwise not have tried, according to Miya Duan, the director of Tmall brand marketing and head of the 88VIP program. About 38 people in every 100 88VIP members have activated Youku subscriptions for the first time through the program, for example, while 27 members signed up for Taopiaopiao loyalty cards, per Alibaba figures released last September.

Souche.com and Youku also announced a new team-up today.

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