After breaking its own sales record during November’s Singles’ Day shopping extravaganza, Alibaba saw increased sales through its food platforms during the “Double 12” e-commerce event.

Alibaba’s goal for the Double 12 shopping gala, which takes place on Dec. 12 every year, has changed several times since its inception in 2012. Initially, it was used to push unsold goods from the company’s Singles’ Day event, also known as Double 11. The focus then changed to promoting the use of Alipay in offline stores.

In a nationwide business campaign by Alibaba and Chinese retailers, more than 8 million food orders were placed by Chinese consumers using Koubei, Alibaba’s restaurant review and service app, during the first 12 hours of Dec. 12. Orders on Ele.me, another Alibaba-owned food delivery mobile platform, increased by 12% compared to Double 11, during the same period.

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Jill Shen

Jill Shen is Shanghai-based technology reporter. She covers Chinese mobility, autonomous vehicles, and electric cars. Connect with her via e-mail: jill.shen@technode.com or Twitter: @yushan_shen