Tmall is the largest B2C platform in the country. It not only has a proprietary points system, but also shares a membership system with Taobao. In the following, the author will introduce the Tmall points system and Taobao's membership system, explain their utility, and put forward suggestions on how to build a good point ecosystem. 1. Introduction to the platform 1. Platform Background Founded in 2008, Tmall is a B2C online shopping platform under Alibaba Group. It is committed to providing consumers with a high-quality shopping experience for purchasing branded products, and is a bridge between quality merchants and consumers. To date, a number of international and local Chinese brands and retailers have opened stores on Tmall. Analysys' data shows that in 2017,
Tmall was the largest B2C platform in China in terms of commodity transaction value (GMV). What is Tmall? Cats are sexy and tasteful, and Tmall online shopping represents fashion, sexiness, trend and quality. Cats are inherently picky, which just fits the definition of a city of quality that Tmall Online Shopping aims to build — picky on quality, picky on brands, picky phone number list on environment. Tmall's vision is: to become the fifth avenue or the Champs-Elysees in the online shopping world, and to become a new landmark of B2C in China and even the world. 2. Overview of Points Membership System Tmall has both a proprietary points system and a unified membership system with Taobao. The points system and the membership system are independent and complementary to each other.
Tmall Points System: It is mainly used to build the shopping closed loop of Tmall Mall. Based on points, it is a model similar to shopping rebates to encourage re-shopping. The unified membership system of Taobao and Tmall: it is more used to identify users, divide users into different levels, and match corresponding rights and interests. All the identities and rights of the membership system are based on naughty values. According to the range of naughty value, all users are divided into three types: ordinary members, super members and APASS members. The following will give an introduction to the Tmall points system and the Taobao/Tmall membership system, and then elaborate on the utility of the point system and how to build an ecologically sound point system. 2.