"Happy Taobao" was jointly established in 2010 by Hunan Satellite TV, a leading television media organization, and Alibaba Group. Its full name is "Hunan Happy Taobao Culture Communication Co., Ltd." with a registered capital of 100 million RMB. It is committed to creating an innovative business model that integrates media content with fashion e-commerce.
"Happy Taobao" is positioned in the fashion industry, aiming to provide female users with a one-stop solution for beauty and fashionable lifestyle. It currently has two major business segments: media content and fashion e-commerce.
Media Content Segment — This includes the all-location live-action celebrity fashion competition program "Yue Tao Yue Kai Xin," produced by "Happy Taobao" and broadcast on Hunan Satellite TV every Wednesday at 24:30; the large-scale celebrity crossover reality show "The Goddess's New Clothes," initiated by "Happy Taobao" and jointly produced with partners, broadcast on Shanghai Dragon TV from August to October 2014; as well as innovative media such as the beauty micro-video brand "Zhuang Shan Liang Mei Shi" and the beauty experience brand "Zhuang Shan Liang Mei He."
Fashion E-commerce Segment — Centered on the fashion e-commerce platform HiTao, the Tmall secondary channel "Zhuang Shan Liang," and two mobile apps "HiTao Zhuang Shan Liang" and "The Goddess's New Clothes," it primarily operates women's fashion e-commerce business.
In 2013, "Happy Taobao" was awarded the title of "E-commerce Demonstration Enterprise" by the Ministry of Commerce.
In 2014, "Happy Taobao" won the "National Best Trusted Cosmetics E-commerce" award issued by the China E-commerce Association.
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