Nearly a year later, koala shopping today announced its transformation to a member e-commerce platform and launched its own membership system. In Hangzhou, media including Sina Technology talked to Liu Peng, vice president of Alibaba and CEO of koala.com. He explained to Sina Technology the service of new membership system, online and offline integration and the development of Koala platform. < / P > < p > when users purchase members, in addition to enjoying better services of the platform and getting faster response, the core driving force is the member price of the platform. According to the relevant laws and regulations, each overseas shopping user is limited to 5000 yuan each time and 26000 yuan per year. Under such regulations, how much preferential price can be enjoyed by the black card members of Koala Haigou has become the most concerned problem of users. According to per capita consumption, the average high net worth users can save 3808 yuan. “We upgrade the exclusive membership price, which was 96% off before. This time, the membership price is further reduced on the basis of 96% discount.” Liu Peng said that taking the previous 96% discount as an example, users saved 4% of their money. If calculated at 26000 yuan, it would save more than 1000 yuan a year. Providing more discounts on the basis of 96% discount means that users save more than 1000 yuan. Liu Peng said that this is only one of them. There are more membership interests, including unreasonable returns and more convenient logistics services. “We have calculated a user. If we can buy more than 10000 a year, we will probably reach a relatively high point of saving money.” Liu Peng told Sina Technology. < / P > < p > “we can see that the new middle class of China’s post-80s and post-90s generation still have a preference for overseas products, but the change has become personalized, I like it, and I hope to better discover good goods in the world.” Liu Peng said that member e-commerce can take advantage of Alibaba’s global supply chain capabilities to better meet the needs of the trend with the direct marketing mode, realize the connection between brands and consumers through brand cooperation, and help the new middle class save labor and money with member services. “We regard member e-commerce as an important strategic direction.” < / P > < p > after entering the Alibaba system, koala shopping still maintains its independent brand and operation, and its membership system is also independent. Liu Peng said that from the perspective of Alibaba’s e-commerce layout, there is no need for another Taobao or tmall to serve all the Chinese population. More and more characteristic e-commerce product forms are needed, such as koala, Taobao live broadcast and Taobao special price version. Therefore, the whole Alibaba e-commerce ecosystem is large and comprehensive, such as Taobao and tmall, as well as distinctive platforms, such as koala.com, which is aimed at high net worth users to do characteristic e-commerce. < / P > < p > “koala entered Alibaba zoo on September 6 last year, and it has been nearly a year now. We are still a dual brand in the import business, but after we choose the member e-commerce, we will have different emphasis. ” Talking about the difference with tmall global, Liu Peng said that what tmall global does more is to popularize imports and educate consumers in width and breadth. Koala will do more in depth, facing China’s 300 million new middle class. Koala has the ability to increase the number of members from millions to tens of millions in the future. “From the perspective of koala, we do not serve a larger number of classes, but serve the post-80s and post-90s, such as new white-collar workers in the workplace, spicy mothers and so on.” < / P > < p > the difference between the two business models also determines that there will be many differences in the practice. For example, tmall global has a lot of consumer oriented promotions, while koala provides a lot of services to its members, such as daily parity and selection. At the same time, it also introduces 30 day price protection for members. If koala makes price adjustment, consumers who buy within 30 days will automatically get price protection. < p > < p > Liu Peng said that high net worth people do not need to consider whether it is better to participate in activity a or activity B every day, or what kind of coupon is better, because koala has made strong links between price and membership identity. < p > < p > Liu Peng told Sina technology that the member e-commerce must have a ceiling, which determines that the member e-commerce cannot be a very large and comprehensive e-commerce platform, but koala has the opportunity to turn the disadvantage of the number of members into the advantage of consumption expenditure. “We don’t have to have a very large membership, but it’s a core thing to keep people’s spending power in koala.” < / P > < p > “so what we do is not big and comprehensive, it must be selected.” Liu Peng told sina science and technology that koala is willing to do this model because koala thinks it will become a popular shopping mode. This is also a supplement to Alibaba’s e-commerce ecology. In addition to the selection mode, there must be a variety of other shopping behaviors, which Alibaba undertakes with diversified e-commerce platforms. The mission of koala is to do a good job in the membership business. < / P > < p > however, as duty-free goods become the consumption hot spot in 2020, many retail enterprises are also promoted to apply for tax-free licenses. However, Liu Peng believes that the duty-free shop as a franchise can not have a great impact on cross-border e-commerce. “There is no doubt that the duty-free business has a new impact on the whole import business.” Liu Peng said that the current duty-free business in the country is a franchise, there is no way to blossom everywhere. Although the categories brought by tax-free business coincide with those of cross-border e-commerce, there is a greater difference. For example, duty-free products are more luxury goods and big brand bags. Objectively speaking, cross-border e-commerce has not solved this category well. However, the health products of cross-border e-commerce are not available in duty-free stores, and the food categories of duty-free shops are not rich enough. There are no maternal and infant products that overseas shopping users are keen to buy. “So there is an intersection between the two, but the impact on cross-border e-commerce is not so great.” However, koala is also exploring offline opportunities to provide consumers with more channels for experience and consumption. Liu Peng told Sina technology that koala is still online at present, but it will see how to do online and offline in the future. “The core problem is that cross-border e-commerce can’t raise it by itself, so there is no way to do offline business. We think about whether to do more offline services. ” Liu Peng said.