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 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.

The gadget is a 108×108×24.2mm box weighted 0.6 kg. It is powered by dual core 1.5GHz Cortex-A9 processor and run on Alibaba’s Yun OS 1.2.0 system. The product has 1GB RAM, 4GB internal storage and the ability to take in up to 32GB micro SD cards.

Tmall Box has integrated the contents of Youku Tudou, iQiyi, Sohu Video, Xunlei, LeTV, PPTV and WASU, etc. It also supports online shopping from Alibaba’s e-commerce platforms and paying bills through Alipay.

According to the company, overall 530K sets of Tmall Box were given away to Tmall VIP members for public testing since the end of last year.

image credit: Tmall

Emma Lee (Li Xin) was TechNode's e-commerce and new retail reporter until June 2022, when she moved to Sixth Tone to cover technology and consumption. Get in touch with her via or Twitter.

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