In the northern industrial town of Baoding, toilet paper rolls off Jinye’s industrial machinery, ready to be sent direct from the factory floor to bathrooms across China.
Sales of Jinye’s absorbent tissues have exploded since it became one of the first companies to open a store on Alibaba’s Taobao Deals, a platform launched by the ecommerce group in 2020 to target the fast-growing market of bargain-hunting shoppers in smaller and less affluent cities.
For years, Alibaba has focused on shoppers in wealthy first and second-tier cities such as Shanghai and Beijing through its flagship Taobao and upmarket Tianmao platforms, becoming the go-to online emporium for consumer goods in China.
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