HANGZHOU: Online shopping mall Taobao is launching a $3million (€2.15m; £1.86m) rebranding campaign in a bid to change shopping habits among brand-sensitive Chinese consumers.

Taobao Mall – which offers brands from names such as Adidas, Fast Retailing and Lenovo Group – will run a series of commercials in Mandarin and Cantonese under the strapline "no one goes out does not mean no one is shopping".

The proportion of transactions conducted online is expected to grow from 2% to around 7% of China's total retail market over the coming three years.

Kitty Lun, chairman and ceo at Taobao's ad agency, Lowe China, said: "We recognise the fact that among our target audience of people 15 to 29, online shopping has become an important part of daily life.

"Only at Taobao Mall can shoppers have a satisfying shopping experience of choosing from over 30,000 major brands of genuine and high quality products in the comfort of their home."

Data sourced from Campaign China; additional content by Warc staff