APASs, or Alibaba Passport, is a membership program in which members are assigned personal account managers and organizing special events like wine tastings and automobile test drives.
APASS members are Alibaba’s top shoppers who are mostly young, internet-savvy and increasingly affluent members of China’s rising middle class. Each member spends at least amount of US$15,000 a year on Taobao/Tmall. And, that’s also the requirement to qualify for the membership.
The average annual spend among current APASS members is about $45,000. During Alibaba’s recent Double 11 Global Shopping Festival, a 24-hour online sale, APASS members spent nearly eight times as much as the average consumer shopping on Alibaba’s platforms.
There are about 100,000 APASS members, 59% of which were born in 1980s (post-80s); the second age group is post-70s (24%) and post-90s (11%).
Find out details in Guide to Alibaba’s three levels of retail membership program