An Intro to


51buy is owned by Tencent, and it was hoped to be the ecommerce solution that would battle Alibaba’s Taobao and Tmall.  In China, 51Buy is often referred to as Yixun. The platform is not as popular as Tmall or Taobao, or even, but it is becoming the go to place for some products.

The online shopping platform offers several products, but these all fall into the following categories:

  • Phone/mobile phone
  • Digital audio
  • Computer/office
  • Hardware
  • Large household items
  • Electrical
  • Kitchen appliances
  • Car accessories

The ecommerce site accepts several forms of payments and is relatively easy to navigate.

The reason as to why 51buy or as it is now known as Yixun is not as popular as, goes back to Tencent not investing as much time and power into building up this ecommerce site. Tencent has put more of their resources into marketing, and have had successful results with this. However, for Chinese consumers looking for a fairly large kitchen purchase, Yixun, seems to be the platform to choose.

About Author

Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.

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