Alibaba starts to sell set-top-box Tmall Box today on its B2C e-commerce site Tmall. This is the first time for the Chinese Internet giant to commercialize private brand hardware, although it has released last year another set-top box Wasu Rainbow together with Wasu Media, one of the several state-authorized content providers.

[Update] 5,000 Tmall Boxes were snapped up by consumers within 0.8 seconds and all 50,000 Tmall.com set-top boxes have been sold out today, according to the latest sales stats Alibaba released at around 6:00pm on the same day.

The product is priced at 299 yuan (around $48), while 10,000 Tmall credits will be distributed to each buyer, who can purchase 100 yuan worth of products on Tmall.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.