Caixin OnlineBusiness & IndustryTop Stories Industry Discount Craze Tests Taobao's Online Mall
11.30.2010 16:57

Discount Craze Tests Taobao's Online Mall

Bargains lured 21 million single-adult shoppers to the Taobao Mall website but exposed flaws in a B2C system
By staff reporter Wang Shanshan

(Beijing) -- One day, one consumer at a time, and nearly 1 billion yuan in total sales. China's largest online marketplace could hardly have asked for a more appropriate set of integers for its 11/11 Singles Day 50 Percent All-Out Sale marketing extravaganza November 11.

Taobao reported singular success after sales far exceeded expectations on Single's Day, a shopping promotion targeting China's unmarried adults, through its new business-to-consumer (B2C) platform, Taobao Mall.

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