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Three e-commerce giants targeting Chinese women just merged, a women’s shopping e-commerce platform,, a women’s social networking platform, and, a cross-border e-commerce platform, have merged according to an internal letter released on Wednesday by Mogujie’s CEO Chen Qi.

After this merger, the three platforms will target three different groups of consumers: Mogujie will target students; Meilishuo will target white-collar workers; and Taoshijie will target the fast-growing middle class. In the future, they will focus their efforts on their websites’ content and community-building in order to attract more users and build a superior e-commerce platform.

According to the letter, Meilishuo’s CEO Xu Yirong, Taoshijie’s founder Chen Dandan and Chen Qi all agreed that, after this merger, they will reduce their competitive marketing expenditures.

Mogujie, founded in 2011, focuses on providing trendy clothes, shoes, purses and accessories for consumers who love fashion. Meilishuo, founded in 2009, is similar to Mogujie, and has a target market of women ranging from 18 to 35 years old, according to its official site. Taoshijie, founded in 2014, is a cross-border e-commerce platform connecting overseas sellers with its users. Its main users are the middle class in large Chinese cities aged 25 to 35.

They are facing e-commerce rivals in China including, Alibaba’s Tmall, online cosmetics platform and luxury e-commerce platform Vipshop.

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