Discount Craze Tests Taobao's Online Mall

(Beijing) -- One day, one consumer at a time, and nearly 1 billion yuan in total sales. China's largest online marketplace Taobao.com 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.