Taobao home-and-living brand Jiyoujia debuts in Singapore

Alibaba’s e-commerce platform Taobao has launched its home-and-living channel, Jiyoujia in Singapore.

Marking the brand’s first foray into an overseas market, products are on show at Taobao Home store at NomadX store.

“Singapore is an important market for Taobao, and we continue to witness strong and sustained demand for the home-and-living category here by shoppers,” said Mickey Xiong, country director for Southeast Asia, at Taobao.

“In fact, the home-and-living category is our fastest-growing segment here.”

Jiyoujia also launched its Home Lab portal, one week after its debut in China. Using the portal, curated sets of Jiyoujia products are recommended to customers, promoted through interactive digital showcases. Surfers can hover over each item for more information.

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