Taobao Xinxuan (or directly translated as Taobao Selected, 淘宝心选), is scheduled to open its second brick-a-mortar store in Shanghai today, June 28. With a shop-size of 230 meter squares, the store took only 30 days to come to its current shape, from design to product display.

Taobao Xinxuan is both an affiliate shopping channel and product line of Alibaba’s own Taobao. With entry embedded in Taobao, it offers affordable quality lifestyle and functional daily necessity goods including home fragrance, smart power sockets, underwear, and sonic-control toothbrush. An aluminum 26’’ rose gold suitcase, for example, is priced at RMB 404.9 now.

According to the official Xinxuan site, the business’ location is Jiaxing, in the same province as Alibaba’s national Hangzhou headquarters of Zhejiang. The location is very likely to be where Xinxuan’s major logistics infrastructure such as warehouses are.

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Runhua Zhao

Runhua Zhao is a technology reporter based in Beijing. Connect with her via email: runhuazhao@technode.com