Taobao is doubling down on short videos ahead of Singles Day. What does this mean for the industry?

Alexander Wei, DLG

It has been reported that Alibaba will be rolling out a major update for its Taobao mobile app ahead of Singles Day, China's biggest shopping festival. As the main gateway for consumers to enter branded Tmall stores and access Luxury Pavilion, changes to the Taobao ecosystem will reverberate through the industry.

A number of changes are slated to take place, including the relocation of banner ads previously found at the top of the page ( Zuan Zhanor 钻展), and the reshuffling of entry points in the recommendation feed. The most significant change, however, is the weightage of...

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