(Yicai) Aug. 6 -- Alibaba Group Holdings has rolled out a new membership program that connects the Chinese internet giant's e-commerce, food delivery, and travel platforms, aiming to expand engagement by rewarding users across its ecosystem.

Under the new system, users can earn points and unlock benefits by shopping on Alibaba's Taobao and Tmall, ordering food and goods through Ele.me and Freshippo, booking trips on Fliggy, and using other of its services, the Hangzhou-based parent firm announced today.

For example, Taobao's top-tier 88VIP members, which exceeded 50 million as of March, will receive Fliggy's premium F5 membership, granting them gold status with 31 hotel chains, including Marriott and Hilton.

"We will integrate and optimize different businesses based on users to create a more diversified and premium consumption experience," Eddie Wu, chief executive of Alibaba, said in an internal letter announcing the setup of the firm's E-Commerce Business Group in June.

Alibaba previously merged Ele.me and Fliggy into E-Commerce Business Group due to intense competition from PDD Holdings, Douyin, the Chinese version of TikTok, and other rivals.

Editor: Martin Kadiev