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Sheji Ho ยท ยท 6 min readWith Taobao Xinxuan, Alibaba enters into private-label goods. Hereโs what it means
On June 28, 2018, Alibaba announced the launch of Taobao Xinxuan (ๆทๅฎๅฟ้), which translates to โTaobao Selected.โ After a year in alpha testing, the companyโs new concept is finally available to the wider public.
Through the website or one of two physical stores in Hangzhou and Shanghai, users can shop for affordable quality lifestyle and functional daily necessity goods including home fragrances, smart power sockets, underwear, and sonic-control toothbrushes.
Rimowa?
According to TechNode, the recently opened store in Shanghai was raided and emptied by eager customers in a mere two hours.
What is Taobao Xinxuan?
Appearance wise, the Taobao Xinxuan concept will remind many of Japanese retailer Muji, whose clean and simplistic stores offer a wide range of quality and affordable clothing, stationery, bags, and even furniture.
Taobao Xinxuan store concept design
From a business model perspective, Taobao Xinxuan is actually more like Xiaomi, the smartphone-manufacturer-turned-global-electronics brand. Its manufacturer-to-consumer (M2C) approach and short supply chain allows the company to quickly go from the latest consumer insights, manufacturers, to create products and go-to-market in a few months.
Xiaomi flagship store in Shanghai
Xiaomi flagship store in Shanghai
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