Shortly after the launch of family account feature to go after the senior citizens’ market, Alibaba’s online marketplace Taobao recently launched a dedicated app named Taobao Tejia (淘宝特价meaning Taobao Discounts) to target China’s lower-end users who are more price-sensitive, local media is reporting.

The app covers a variety of popular categories that include clothes, baby and maternal care, cosmetics, and home appliances. Most of the items are priced between RMB 5 to RMB 30. On top of that, users can collect extra coupons by click on the red envelope button in the app.

With more emphasis on social features and rock-bottom prices, Taobao’s recent moves are widely translated as a measure to fend off the intensifying competition from Pinduoduo, China’s upstart social e-commerce company.

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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.