Taobao pushes app for 'm-commerce' growth

TAOBAO   MOBILE   OGILVY

Beijing - Taobao, which reported 555% increase in online sales last year, is pushing its mobile commerce application in anticipation of similar growth levels. 

Last year Taobao facilitated nearly RMB 12 billion in online transactions, seeing explosive growth of 555% year-on-year.

Targeting the growing number of smartphone users such as white collar workers and students in tier one and two cities to encourage its users to use the app.

Working with Ogilvy Advertising/Beijing, the campaign titled "Taobao never leaves the palm of your hand" introduces a series of web videos to showcase how mobile devices can serve as an alternative to their PC and help them take control of their busy schedules.

The campaign will makes appearances in popular video sharing sites such as Youku and TVs in office buildings to build app awareness from now through April 2012.

"Taobao's mobile app is becoming a key portal for ecommerce, and in 2012 we expect an increase in revenue of more than 50%," Qiu Changheng, VP of Taobao and general manager of its wireless business unit, said.

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