Chinese e-commerce conglomerate Alibaba Group's (NYSE: BABA) B2C site Tmall has partnered with Shanghai Media Group (SMG) subsidiary Dragon TV to offer a TV-to-Online (T2O) shopping service focused on Dragon TV's drama Heyi Shengxiao Mo, which will allow users to order clothes and other products featured in the program via Tmall.
The initiative is part of Tmall's "Zhai Xing" plan, under which it aims to partner with TV stations across the country to promote a new model for TV-driven shopping.
Under the T2O cooperation with Dragon TV, users of the Tmall app can select the Dragon TV logo when the show is being broadcast to be taken to the show's interactive page. From here, they can browse clothes worn by the show's leading characters and purchase them at special prices under a "watch and buy" model.
According to SMG, Heyi Shengxiao Mo is the first of its programs to test the new model, with the possibility of it being rolled out across other shows in the future.