Alibaba’s new cross-border e-commerce arm Kaola, acquired from NetEase, is adopting a membership-based model to boost user engagement and retention. Members will enjoy premium discounts as well as lower delivery costs at the fee of RMB 279 per year. The platform, together with Alibaba’s Taobao Global, dominates the cross-border e-commerce market in China, with rivals of VIP.com from JD Suning Global.
