Taobao Xinxuan opens 2nd physical store in Shanghai

27/06/2018

Alibaba launched the second Taobao Xinxuan — which translates to Taobao Selected — in Shanghai on June 28. The 2476-square-foot, brick-and-mortar store offers affordable lifestyle goods and home electronics.

 

An affiliate shopping channel and product line of Alibaba’s e-commerce platform Taobao, the store reportedly only took 30 days to come together, Technode reported.

The store offers an array of products, including suitcases, home fragrance, smart power sockets, underwear and sonic-controlled toothbrushes. Alongside China-made goods, Taobao Xinxuan sells imported products from Japan, Northern Europe and elsewhere.

The first offline Taobao Xinxuan store opened in Hangzhou two months ago — the same city Alibaba’s headquarters are in. Technode speculated that the new location’s logistics operations would be based there as well.

Southeastern Hangzhou has a history of being both a pilot area for China’s cross-border e-commerce initiatives and is near the Yangtze-Delta region, an affluent area where light industries and trading businesses are clustered.

The direct retail store remedies the age-old problem of e-commerce: that consumers can’t interact with products before choosing to buy. Through its offline store, consumers can pick up imported electronics goods directly, and they can choose to return them within an allotted period.

While the Taobao Xinxuan store fits in with Alibaba founder Jack Ma‘s concept of New Retail — merging online and offline experiences to enhance customer satisfaction — it’s not the first of its kind.

NetEase Kaola made the pioneering move when it opened its own physical store in Hangzhou in late January 2018, with a focus on promoting cross-border e-commerce.

 

The direct retail store remedies the age-old problem of e-commerce: that consumers can’t interact with products before choosing to buy. Through its offline store, consumers can pick up imported electronics goods directly, and they can choose to return them within an allotted period.

 

At the time, Kaola announced it would open stores in five additional cities: Beijing, Tianjin, Shanghai, Guangzhou and Chongqing.

Both Alibaba and Kaola, in these offline efforts, hope that by directly connecting with OEMs and ODMs, they can acquire key resources in the design, manufacturing, channel, and consumer segments to create alternative market supplies, and to upgrade consumers’ available shopping options while also offering reasonably priced goods, Technode said.

 

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