Alibaba Group Holding is encouraging consumers and content creators to start “planting grass”, referring to its new Zhongcao marketing campaign that targets online shoppers and vendors on Taobao Marketplace, ahead of the e-commerce giant’s annual Singles’ Day retail festival this November.
The 40-day, content-heavy campaign will be rolled out from October 1 across Taobao’s different channels, including live-streaming platform Taobao Live, to bolster Alibaba’s sales initiatives during the world’s largest shopping festival, as competition heats up with perennial rival JD.com, the group-buying platforms of Meituan and Pinduoduo, and the live-streaming e-commerce businesses of Kuaishou Technology and ByteDance.
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