加码权益共建生态 淘宝闪购首届“城市骑士节”联合爱心商家多方发起“橙益联盟”

At the first 517 City Knights Festival hosted by Taobao Flash Sale, the platform unveiled key new benefits: it has upgraded its "Orange Care Program" to version 2.0 for all city couriers, and launched the Orange Benefit Alliance together with multiple stakeholders to comprehensively improve couriers' working and living conditions. Key updates include:

1. Enhanced occupational and targeted protection: This year, the work injury insurance coverage for couriers has expanded from 17 provinces to the entire country. The platform also upgraded heatstroke prevention insurance and cold protection insurance with longer coverage periods, more applicable scenarios and higher payout limits. It has rolled out exclusive protection for couriers with disabilities and female couriers: for disabled couriers, they can choose independently whether to accept heavy orders that require climbing stairs, and are exempt from penalties for reasonable order delays or cancellations, plus they get access to exclusive customer service and free summer and winter gear; for female couriers, they can cancel heavy orders and night shifts without penalties, receive free female critical illness insurance, and are supported by a built-in anti-harassment mechanism.

2. Upgraded daily support nationwide: All courier service stations countrywide are now equipped with standardized first-aid kits and blood pressure monitors, courier apartments offer free high-quality mattresses, the meal ordering function for couriers has a better one-click experience with larger subsidies. A "5-minute accessible" battery swapping network has been built in 76 major cities with increased electricity subsidies. More than 200,000 participating businesses offer a range of exclusive free benefits, and outstanding couriers can receive official honors and substantial rewards.

This article outlines new directions for brands to build brand image and unlock incremental market opportunities by tapping into the service scenario for the new employment group of delivery couriers. Key insights include:

1. Innovative brand marketing approach: Brands can target the large, fast-growing group of city delivery couriers by participating in the public welfare-oriented benefit alliance initiated by the platform. This approach allows brands to fulfill social responsibility while precisely reaching millions of courier consumers, boosting public brand perception. To date, multiple brands including巴比 (Babi), Wallace, and Guming have joined the alliance. Brands such as Dongchi Bento and New York Burger have earned extensive exposure and enhanced brand influence by providing free meals for couriers.

2. Emerging consumption trend insight: The working and living needs of new employment groups have formed a new, large, clearly defined niche consumption track covering food, healthcare, transportation, home goods and multiple other categories, making it a valuable space for brands to enter.

3. Referenceable cooperation model: Brands can join ecosystem projects led by large internet platforms, collaborate with multiple stakeholders to build a benefit ecosystem, and gain access to the platform's scenarios and traffic. This model lowers customer acquisition costs while effectively improving brands' public image.

This article summarizes market and cooperation opportunities for all types of sellers targeting new employment groups, with key takeaways as follows:

1. New incremental market opportunity: As a large new employment group, city couriers have generated a wide range of segmented needs across all working and daily living scenarios, covering catering, accommodation, transportation, healthcare, daily necessities and other categories. This is an underdeveloped incremental market where sellers of all product categories can find their respective entry points.

2. Accessible cooperation model: Sellers can apply to join the Orange Benefit Alliance initiated by Taobao Flash Sale. Leveraging the platform's scenarios and traffic, they can precisely match the needs of the courier group, participate in public welfare initiatives, and gain access to a targeted customer base. More than 200,000 sellers have already joined the initiative ahead of full rollout.

3. Opportunity and risk note: Public welfare-oriented cooperation targeting new employment groups aligns with national policy directions, makes it easier to earn user goodwill and access platform resources, carries low risk, and delivers clear brand benefits. Small and medium-sized sellers can also participate based on their own product characteristics to capture growth opportunities.

This article outlines segmented demand directions and business opportunities for manufacturing factories, with key insights as follows:

1. New direction for product design and development: The city courier group already has clear, mass segmented demand across multiple categories including emergency medical supplies, high-quality dormitory mattresses, electric vehicle accessories, affordable catering ingredients and more. Factories can adjust product design and positioning around couriers' work and daily life scenarios to match the group's core needs, and build highly tailored products for this market.

2. New business cooperation opportunities: Factories can fulfill supply demands for the Taobao Flash Sale Orange Benefit Alliance to secure stable bulk orders and open up new sales channels. To date, supply chains for brands including LIMA Electric Vehicle and BlueBox Mattress have already participated and benefited from the program.

3. Insights for digital transformation: Factories can leverage ecosystem projects led by large internet platforms to quickly reach niche customer groups, advance their own e-commerce channel development and digital transformation, capture industry dividends brought by the rise of new occupational groups, and expand new growth curves.

This article provides industry trend insights and solution references for service providers serving new employment groups, with key takeaways as follows:

1. New industry development trend: As the scale of new employment groups such as city couriers continues to grow, rights protection services and daily supporting services for this group have become a promising new track. Multi-stakeholder collaborative ecosystem building will become the dominant development model for this industry going forward.

2. Core pain points of target customers: Current core pain points for the courier group include insufficient occupational protection, employment barriers for disadvantaged groups, and incomplete daily work support—for example, difficulties with battery swapping, poor food and accommodation conditions, and unmet emergency health needs. Disabled couriers and female couriers also have additional exclusive rights protection needs.

3. Referenceable solutions: Service providers can learn from the Taobao Flash Sale model, partner with internet platforms, brands, and non-profit organizations, and build a shared rights ecosystem covering occupational protection, daily support, and targeted services for special groups. This approach addresses user pain points while expanding service providers' own business space.

This article provides operational and management references for platform operators engaging in life services and on-demand delivery businesses, with key takeaways as follows:

1. Core user needs: As the core workforce of on-demand delivery platforms, couriers' core demands include comprehensive occupational protection, a fair and friendly working environment, and convenient working and living support. Special groups such as disabled and female couriers also have clear exclusive rights needs. Meeting these demands is essential to effectively improve courier retention and activity.

2. Referenceable cutting-edge operational practices: Platforms can launch themed festival events, partner with ecosystem stakeholders to upgrade courier benefits, and co-build a protection ecosystem. They can also highlight positive employment stories among couriers to build a platform brand centered on social value. To date, more than 500 couriers working with Taobao Flash Sale have received government honors at all levels, earning official recognition.

3. Risk mitigation guidance: Improving rights protection for new employment groups is a development direction encouraged by national policy. Platforms that布局 this area early can effectively mitigate reputational and policy risks stemming from inadequate courier protection, and improve long-term operational stability.

This article provides new case studies and key insights for research on social protection for flexible workers and the social responsibility of internet platforms, with key points as follows:

1. New industry and field developments: Internet platforms have begun exploring sustainable commercial models for protecting the rights of new employment groups. Taobao Flash Sale's upgraded Orange Care Program 2.0 and the associated Orange Benefit Alliance are representative new practices that have formed a new courier protection ecosystem led by platforms, with business participation and multi-stakeholder collaboration across the ecosystem.

2. Practical outcomes and exploration of new issues: This model has proven effective in addressing long-standing problems including insufficient protection for flexible workers and employment barriers for disadvantaged groups. For example, more than ten full-time housewives on Qushan Island in Zhoushan, Zhejiang, have earned stable income and achieved flexible employment by joining the platform as couriers. The model has already earned official recognition, with over 500 participating couriers receiving government honors at all levels.

3. Research value for business model innovation: This co-built rights ecosystem model delivers win-win outcomes for platforms, businesses, couriers and society at large, provides a replicable reference model for the entire flexible employment protection sector, and carries high research value.