Taobao expands 88VIP membership to unify Alibaba's consumer ecosystem

by SONG Jianan

Taobao is preparing to roll out a new "super membership" system that integrates various Alibaba-affiliated services—including food delivery platform Ele.me, travel booking site Fliggy, and grocery chain Hema Fresh (also known as Freshippo)—into its flagship 88VIP program, Securities Times reported. The upgraded offering is expected to bundle shopping, dining, travel and everyday services under a single subscription, further tightening the integration of Alibaba's consumer-facing businesses.

Hema Fresh has already begun promoting a limited-time offer on its app, allowing 88VIP members to claim 90 days of free Hema X membership. Available from August 4 to September 10, the promotion includes daily free delivery, 12% discounts both online and in-store, and access to exclusive member sales.

Launched in 2018, 88VIP began as a paid subscription service offering layered discounts on Taobao and Tmall, as well as bundled memberships to streaming, food delivery and ticketing platforms. Over time, the program has evolved into a broader consumer membership system, and as of mid-2025, its user base has surpassed 50 million.

The inclusion of Ele.me, Fliggy and Hema Fresh marks a significant step in Alibaba's push to build a seamless lifestyle offering that connects retail, local services and travel. In June, the company folded Ele.me and Fliggy into its China Digital Commerce unit. While both brands retain operational independence, they now align more closely with Alibaba's core e-commerce strategy. Earlier this year, Taobao Flash Buy and Ele.me jointly launched a discount campaign aimed at gaining ground in the fast-growing instant retail segment.

The timing of the 88VIP expansion coincides with another strategic move: the planned closure of Hema Fresh's final Hema X warehouse-format store in Shanghai by the end of August. This marks the end of an ambitious but ultimately short-lived experiment in bulk retail.

Launched in 2020, Hema X featured large-format stores with integrated online-offline operations. But the model struggled to differentiate on value and scale against competitors in the warehouse club sector. In late 2024, Hema Fresh CEO YAN Xiaolei announced the company would refocus on its core supermarket format and neighborhood-oriented Hema NB model.

Sources familiar with the matter described the Hema X exit as a proactive adjustment, noting that Hema Fresh continues to expand its footprint and improve store density nationwide.

By linking Hema Fresh and other key services to 88VIP, Alibaba aims to strengthen user loyalty and broaden the appeal of its consumer ecosystem. But the expansion also adds complexity, requiring tighter coordination across platforms, refined user segmentation, and careful cost management to ensure a seamless membership experience.