Taobao takes on Pinduoduo with roll out of Taobao Tejia

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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