Other major online players were also ready with promotional campaigns for the one-day special.
Beijing Jingdong Century Trading Co, known as Jingdong Mall, said it had arranged part-time models to send packages to users in four cities, in an effort to attract interest.
By the end of June, industry figures show that China had 210 million regular online shoppers, and the country is expected to become the world's largest online retail market next year, said Li Jinqi, director of the Electronic Commerce and Information Department of the Ministry of Commerce.
Although online sales still make up a tiny proportion of all retail sales - about 4.32 percent last year - shopping online has become the main way to shop in some categories.
Roland Berger estimates that about a quarter of books were sold online in China this year, making it the most popular online category.
Online shopping is also expected to account for a fifth of all electronic devices sold, a tenth of sportswear, and 6 percent of mother and baby care products.
Everyday goods, furniture and food, on the other hand, are bought far less online.
Lu Bowang, president of China IntelliConsulting Corp, a market research company, added that categories such as building materials and some types of furniture are likely to see substantial growth in the next two to three years.
chenlimin@chinadaily.com.cn
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