In September, Taobao unveiled a novel product category. Now, when you type "token" into the search bar, instead of being greeted with complex developer documentation, you'll find subscription cards with clear price tags—33, 55, or 118 yuan per month, neatly presented like mobile phone plans. Simply add to your cart, complete the payment, and you'll receive your service in under a minute.

On September 2, Zhipu launched the first official flagship store for large models on Tmall. The following day, Tmall introduced the "AI Space Station" (Token Recharge Center), consolidating subscription products from leading vendors such as Alibaba Cloud, Zhipu, Kimi, MiniMax, and DeepSeek on a single, user-friendly page. AI capabilities, once confined to developer backends requiring API keys, are now accessible to the general public: displayed on virtual shelves, compared by price, and easily added to shopping carts.

At first glance, this appears to be merely a change in sales channels. However, beneath the surface, it signifies a profound transformation in business models—domestic large models are transitioning from "project-based" to "subscription-based" models, reaching every ordinary user. Buying AI is becoming as routine as topping up your phone credit.

01. First Flagship Store: 50x Growth in 48 Hours

Zhipu's move, though seemingly small, had a significant impact. On its opening day, brand searches skyrocketed by 40 times; within 48 hours, this figure surged to 50 times, driving a monthly increase of over 160% in AI Token subscriptions across Taobao and Tmall.

Why did one store shake the entire platform? The answer lies in the concept of a "flagship store." Previously, large models were accessed through corporate websites, developer platforms, or cloud consoles—requiring knowledge of API keys. Now, subscriptions are standardized, self-service, and auto-renewable products. Orders deliver model usage quotas, not physical packages.

Tmall further expanded the "shelf" concept. The AI Space Station, launched on September 3, offers periodic Token Plans, Coding Plans, and pay-as-you-go recharges, supporting card codes or direct top-ups. Users can enter by searching for "token" or "recharge center." Except for Alibaba Cloud's direct sales, Kimi, MiniMax, and DeepSeek packages are sold by the authorized Alibaba Cloud partner "Luquan Flagship Store"—ensuring all "AI products" have proper vendor authorization.

From "application-based" developer access to "spot-based" e-commerce availability, AI services are now welcoming ordinary consumers. Industry insiders note that subscriptions naturally fit the e-commerce model: as barriers lower, AI's consumer base expands from programmers to anyone seeking efficiency.

02. Like Phone Credit, But Slightly More Complex

Entering the AI Space Station feels familiar: daily, monthly, and quarterly packages resemble phone plans. However, a closer look reveals greater complexity.

Zhipu's GLM Coding Plan offers three personal tiers: Lite (118 yuan/month), Pro (538 yuan), and Max (1,078 yuan), with weekly quotas of 10,000, 60,000, and 140,000 points, respectively, plus hourly usage caps. The team version starts at 598 yuan/month. Kimi's monthly cards are priced by tokens: 33 yuan for 1.65 million (Standard) or 55 yuan for 2.75 million (Pro). MiniMax M3's Standard Monthly Card also costs 55 yuan but offers 24 million tokens.

Pricing differences reflect industry experimentation. Zhipu emphasizes cost savings: Lite saves 87% compared to standard API calls; Pro saves 90%. Subscriptions appeal to heavy users through "bulk discounts." Alibaba Cloud's pricing is more cautious: its Token Plan Lite costs 38.99 yuan on Tmall versus 39 yuan on the official website—a mere one-cent difference.

This penny gap reveals a truth: the value of the channel lies in discovery, not discounts. When dozens of vendors appear on one page, users can finally compare "cost-per-token" across models, driving transparent pricing. Future AI services may see coupons, subsidies, and even dedicated "AI promotion zones" during sales events.

03. Behind the Channels: A Steeper Growth Curve

Vendors are rushing to the shelves due to impressive results.

On August 31, Zhipu reported its mid-year 2026 earnings: 954 million yuan in revenue (+400% YoY), with 825 million from open platforms/APIs (+2736% YoY), rising from 26.3% to 86.5% of total revenue. Local deployments and project deliveries are being replaced by open platforms, APIs, and subscriptions.

User growth is equally striking. By August 2026, Zhipu's MaaS platform had 7.4 million registered users (+144% YoY), with paid daily active users up 603% and token usage surging 40 times. Annualized revenue (ARR) hit $1.6 billion, up 60% monthly. MiniMax also thrived: mid-year revenue grew 283.1% YoY, surpassing 2025's total of $79 million.

These numbers signal a shift: large model companies like Zhipu and MiniMax are pivoting from "project sales" (involving month-long negotiations) to "service subscriptions" (on-demand, auto-renewing revenue). Subscriptions convert one-time project income into predictable, compounding recurring revenue, aligning model iterations with immediate user willingness to pay.

Thus, every "sale" on Tmall signals more than an order—it represents a validation of the business model. As C-end and small B-user subscription habits form, the large model industry gains a broader, more stable foundation than project-based models.

04. The Shelf Era Begins

Beyond e-commerce, another user acquisition path is emerging. Hangzhou's Talent Management Service Center recently announced free Token cards for 35 municipal college entrepreneurship parks starting September 20, in partnership with Qianwen Office. From e-commerce sales to park giveaways, vendors are lowering AI's "first-use" barrier for developers and student entrepreneurs.

Free cards aim to educate rather than acquire. Once young entrepreneurs rely on AI, payment becomes natural—a longer-term user cultivation strategy than any ad campaign.

Yet, the AI consumption era is just emerging. Domestic users expect free basic services, and payment willingness is nascent. Most token buyers are coders, content creators, and small teams. Listing on shelves is a bold first step; "everyone paying for AI" remains a distant goal.

Twenty years ago, topping up phones required standing in line at stores, and utility bills demanded counter wait times. These tasks have now vanished into smartphone clicks, becoming unremarkable. AI is following this path—from flagship stores to shelves, from shelves to daily life, transforming from a specialized tool to a ubiquitous service.

On this journey, Zhipu and its peers have just placed their first products on the shelves. The shelves will fill, but the real show begins when users consider "buying AI" as ordinary as buying coffee.

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