Alibaba Group's (NYSE: BABA) B2C e-commerce site Tmall has announced the launch of a Beijing-centric strategy, in which it will offer special products and services to consumers in Beijing. Tmall has also announced that it will start the "3 km Ideal Living Quarters Plan" in Beijing, which aims to serve consumers with comprehensive O2O and LBS services in partnership with brands such as Alibaba's O2O fresh food e-commerce platform Hema Xiansheng ("Mister Hippo), consumer electronics retailer Suning (002024.SZ), department store chain Intime Retail (1833.HK), and online fruit retailer Yiguo E-commerce.
In September 2015, Alibaba Group launched its dual-center strategy focusing on Hangzhou and Beijing. The company's Beijing headquarters is still under construction.
Tmall has added a Beijing channel to the home page of its mobile app, which will only appear if the user's saved shipping address is Beijing. Tmall's Beijing Channel will offer exclusive goods, smart recommendations, and discounts based on consumer data, localized product operation data and localized selection.