Evaluation Report on the Collaborative Effectiveness of Fliggy and the Alibaba Ecosystem

Based on the data I collected, I now provide you with a systematic evaluation report on the collaborative effectiveness of Fliggy and the Alibaba Ecosystem.

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Since its official renaming in 2016, Fliggy’s strategic positioning within Alibaba Group has undergone multiple adjustments [1][2]. This evolution reflects Alibaba’s deepening understanding of ecosystem collaboration models:

• 2016-2020
  : Fliggy operated as an independent business unit, focusing on outbound travel, and received resource support based on Alibaba’s globalization strategy
• July 2021
  : Alibaba integrated Amap, Fliggy, and Ele.me into the ‘Local Life Services Segment’, collectively referred to as ‘Gaofei Le’ by the media, marking the first collaboration between geographic services and travel businesses [3]
• March 2023
  : After the ‘1+6+N’ structural adjustment, Fliggy was classified into the ‘N’ series and no longer belonged to the six core groups
• June 2025
  : Ele.me and Fliggy were officially integrated into the
  Alibaba China E-commerce Business Group
  , marking a strategic upgrade from an ‘e-commerce platform’ to a ‘comprehensive consumption platform’ [4][5]

The adjustment in June 2025 is a milestone. Alibaba CEO Wu Yongming clearly stated in a company-wide email: ‘This is a strategic upgrade from an e-commerce platform to a comprehensive consumption platform’, emphasizing ‘integrating business models and organizational forms from the user’s perspective’ [4][5].

The command structure after integration is as follows:

• Jiang Fan serves as CEO of Alibaba E-commerce Business Group, overseeing overall operations
• Ele.me Chairman & CEO Wu Zeming and Fliggy CEO Zhuang Zhuoran both report to Jiang Fan
• Each business maintains a corporate operation model, with unification only in strategic objectives and resource allocation [4][6]

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After being integrated into the China E-commerce Business Group, Fliggy obtained a

, marking the first time Fliggy received such high-level traffic support in its development history [7].

According to an October 2025 report from eBrun:

• After the integration of the Taobao-Fliggy entry,
  order volume increased by 74%
  [8]
• After the launch of Taobao Flash Sale, the average daily order volume reached
  80 million
  in August on Sundays, driving a significant increase in Fliggy’s order volume [9]

In August 2025, Taobao launched a new unified membership system, fully integrating resources from Ele.me, Fliggy, and other Alibaba affiliates [10]. The core outcomes of this collaborative initiative include:

Membership Tier	Fliggy Benefits	Additional Benefit Stacking
Taobao Black Diamond	Unlimited free room upgrades, late check-out, exclusive hotel rates	Direct access to Fliggy F5 membership, cross-access to top-tier brand memberships
88VIP Member	Free hotel room upgrades, late check-out	Direct access to Fliggy F3 membership, 12 free hotel room upgrades per year

The annual per capita consumption of 88VIP members is

, and over 55% of the business of top Tmall brands comes from 88VIP members [9]. Through integration with the 88VIP system, Fliggy has gained direct access to high-quality consumer groups.

The Alibaba Ecosystem has built a complete traffic synergy closed-loop:

Taobao/Tmall → 88VIP Members → Fliggy Travel Services
    ↓
Alipay Payment Scenarios → Fliggy Booking Entry
    ↓
Amap Navigation → Destination Service Recommendations → Fliggy Hotels/Attraction Tickets
    ↓
Ele.me Local Life → Pre-Travel Local Service Recommendations → Fliggy

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According to the 2024 China Outbound Travel Industry Development Trend Report released by Fastdata [2][11]:

Market Share Ranking	Platform	Market Share
1	Fliggy	44.3%
2	Ctrip	31.2%
3	Tongcheng Travel	9.5%
4	Meituan	5.9%

Fliggy ranks first in the

with a 44.3% share, and its user base is relatively young [6]. This leading position is closely related to Alibaba’s continuous investment in its globalization strategy.

According to official Fliggy data [7][12]:

• 2025 National Day & Mid-Autumn Festival Holiday
  : The number of fulfilled orders for categories such as theme parks, scenic spots, premium small group tours, and international cruise lines
  all increased by over 40% year-on-year
• 2025 Double 11
  : The number of vacation merchants with event merchandise GMV exceeding RMB 10 million increased by
  81% year-on-year
  , and the number of merchants with GMV exceeding RMB 1 million increased by
  40%
• 2022 Double 11
  : The GMV of event merchandise on the platform maintained double-digit growth compared to 2019 for three consecutive years

The integration of resources between Taobao Flash Sale and Ele.me has driven significant synergistic growth [4][5]:

Time Node	Daily Order Volume	Growth Characteristics
May 26, 2025	40 million+	Exceeded the threshold within one month of launch
June 23, 2025	60 million+	Grew by 50% in less than one month

Non-catering orders account for as high as 75% of the total, indicating the upgrade of instant retail from ‘food delivery’ to ‘instant delivery of everything’ [4][5].

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On January 15, 2026, Alibaba’s Qwen App announced full integration with almost all Alibaba ecosystem businesses, including Taobao, Alipay, Taobao Flash Sale, Fliggy, and Amap, launching

[13][14].

The core significance of this integration lies in:

• First realization of “one sentence to get things done”
  : Users only need to say to Qwen, “Help me order 40 cups of milk tea”, and it can automatically complete the entire process of selecting a store, using coupons, and payment [13]
• Cross-application collaboration
  : When planning a Spring Festival trip, Qwen can call Fliggy to book flights and hotels, call Amap to plan the itinerary, and even simulate a phone call to book a restaurant [13]

Wu Jia, President of Qwen’s C-end Business Group, stated: 'Qwen is the first AI that can truly help you get things done. Our unique advantage lies in the combination of the ‘most powerful Qwen model’ and the ‘richest Alibaba ecosystem’ [13].

Fliggy, as the only travel service entry in the Alibaba Ecosystem, undertakes the following roles in the Qwen system:

• Travel Planning
  : Intelligent recommendation and booking of flights, hotels, and vacation products
• Service Closed-Loop
  : Full-link AI services from planning to fulfillment
• Data Collaboration
  : Cross-analysis of user travel behavior data and Alibaba’s global data

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According to data from institutions such as Essence International, China Galaxy Securities, and Fastdata [2][15]:

Indicator	Ctrip Group (including Qunar, Tongcheng Travel)	Meituan	Fliggy
Domestic OTA Market Share	60%+	~20%	~7%
Monthly Active User (MAU) Scale	Top Tier	Middle Tier	Bottom Tier

Ctrip Group has secured access to the two major traffic entries of Baidu and Tencent, while Fliggy mainly relies on Alibaba’s ecosystem for traffic conversion [15].

Alibaba’s financial reports classify Fliggy together with Hema, RT-Mart, and Alibaba Health into the ‘All Others’ segment [2][16]. Neither the 2024 nor 2025 fiscal year reports separately disclose Fliggy’s specific performance data, which reflects:

• Fliggy’s share of Alibaba’s overall revenue is limited
• Alibaba’s positioning of Fliggy focuses more on strategic value rather than short-term profit contributions

1. Scale Gap with Ctrip and Meituan
   : Ctrip Group holds over 60% of the market share, while Fliggy holds about 7%, representing a significant gap [2]
2. User Mindset Building
   : The attractiveness of the platform model to suppliers has not been effectively converted into user brand awareness [2]
3. Fulfillment Service Quality
   : The tourism service chain is long and complex, involving multiple fulfillment parties, and challenges in service quality stability still exist [2]
4. Intensifying Competition
   : JD.com has entered the food delivery market, and Meituan is expanding its flash sale business, leading to increasingly fierce cross-border competition [4][5]

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Collaboration Dimension	Specific Outcomes	Assessment Conclusion
Traffic Empowerment	74% order growth from Taobao entry	Significant
Membership Integration	Interconnection between 88VIP and Fliggy F-tier memberships	Effective
AI Integration	Full ecosystem service capabilities of Qwen	Breakthrough
Outbound Travel Advantage	44.3% market share (ranked first)	Core Barrier
Fulfillment Growth	Peak season GMV growth of 40%+	Steady

1. Linkage Between Amap’s Street Ranking and Fliggy
   : The conversion efficiency of Amap’s nearly 800 million MAUs to Fliggy has not been fully realized [17]
2. Cross-Border Travel Ecosystem Collaboration
   : The linkage between overseas channels such as AliExpress and Fliggy’s inbound travel services has just started [7]
3. In-Depth Supply Chain Integration
   : The integration of B-end resources such as Alibaba International and 1688.com with Fliggy’s tourism supply chain is still in the exploration stage [6]

Assessment Dimension	Score (5-Point Scale)	Explanation
Traffic Synergy	4.0	The Taobao entry has achieved significant results, but user habits still need to be cultivated
Membership Synergy	4.5	Integration with the 88VIP system has brought high-quality users
AI Synergy	4.5	Qwen integration has a first-mover advantage
Business Growth	3.5	Leading in outbound travel, but overall scale is limited
Strategic Value	4.0	Provides important support for Alibaba’s comprehensive consumption ecosystem
Overall Score	4.0	Collaborative effects have emerged, but scale conversion still takes time

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1. “Travel + Shopping” Cross-Marketing
   : Leverage Taobao’s traffic advantages to launch “Shop & Travel” packages, achieving scenario integration of commodity consumption and tourism consumption [6]
2. Upgrade of Membership Benefit Sharing
   : Deepen the interconnection of benefits between 88VIP and Fliggy F-tier memberships to enhance user stickiness
3. AI Full-Link Services
   : Realize a fully intelligent closed-loop from travel planning, booking, navigation to local life recommendations through Qwen [13]
4. Inbound Travel Ecosystem Integration
   : Utilize overseas channels such as AliExpress to provide Fliggy services to foreign tourists planning to visit China [7]

• Competitive pressure from Ctrip and Meituan continues to increase
• The instant retail battlefield consumes a large amount of resources, which may affect Fliggy’s strategic investment
• User brand awareness of Fliggy still needs to be strengthened

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[1] E-Commerce Pai - Jack Ma’s Deployment, Alibaba Soars (https://www.pai.com.cn/p/01kfb2eapbmnf149s3vygev3v3)

[2] The Paper - Where is Fliggy Flying? (https://m.thepaper.cn/newsDetail_forward_28896268)

[3] Caijing.com - Ele.me and Fliggy Join Taotian, Alibaba Reconstructs Consumption Ecosystem Closed-Loop (https://m.caijing.com.cn/s/202506/5097754)

[4] Securities Times - Alibaba Transforms into a Comprehensive Consumption Platform, Ele.me and Fliggy Integrated into China E-commerce Business Group (https://www.stcn.com/article/detail/2194601.html)

[5] Times Finance - Ele.me and Fliggy Integrated into E-commerce Business Group, Behind Taobao Flash Sale’s 60 Million Daily Orders (https://www.tfcaijing.com/article/page/6a4a7379767571476e744b716c4a355a6e585a6e4a773d3d)

[6] OFweek - Ele.me and Fliggy “Move House”, What Big Move is Alibaba Planning? (https://mp.ofweek.com/Internet/a856714615537)

[7] TravelDaily China - Activating New Supply: Fliggy Upgrades Vacation Merchant Rating System, Launches Multiple Merchant Intelligent Agents (https://m.traveldaily.cn/article/188893)

[8] eBrun - Fliggy Leads Travel Market Growth by Multiples During National Day Holiday (https://www.ebrun.com/20251009/608652.shtml)

[9] Securities Times - With Trillion-Yuan Increment in Comprehensive Consumption, the Logic of Double 11 Has Completely Changed (https://www.stcn.com/article/detail/3386711.html)

[10] Sina Finance - Fliggy Integrates Membership System with Taobao, 88VIP Benefits Expand to More Scenarios (https://finance.sina.com.cn/tech/roll/2025-08-06/doc-infizhsa6927224.shtml)

[11] PingWest - 2024 Outbound Travel Market Share of Chinese OTA Platforms (https://www.pingwest.com)

[12] Hikr Finance - Where is Fliggy Flying? (https://news.qq.com/rain/a/20240929A03Y8D00)

[13] 21st Century Business Herald - Alibaba Equips Qwen with “Hands and Feet” (https://www.21jingji.com/article/20260115/herald/ababff23bab0734c95b92eea1dde3aca.html)

[14] The Paper - Building an AI “Super Entry”, Alibaba’s Businesses Have Never Been So “United” (https://m.thepaper.cn/newsDetail_forward_32393627)

[15] Soochow Securities - In-Depth Report on OTA Industry (https://pdf.dfcfw.com/pdf/H3_AP202411141640878234_1.pdf)

[16] Alibaba 2024 Fiscal Year Annual Report (https://www1.hkexnews.hk/listedco/listconews/sehk/2024/0523/2024052301570_c.pdf)

[17] DoNews - Local Life Track Enters the Era of “Group Operations” (https://www.donews.com/article/detail/5632/91455.html)