When Rakuten set up an online shopping mall in China with Baidu, the tie-up seemed a clear formula for success.
With Rakuten operating Japan’s largest online mall, and Baidu running China’s leading search engine, the plan to make the joint venture “the number one internet shopping mall in China” seemed ambitious but feasible.
But less than two years after the October 2010 launch of Lekutian, as the site was called, Rakuten pulled the plug on its Chinese venture in the face of fierce domestic competition.
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