The online shopping mall, www.lekutian.com, launched by Baidu and Rakuten opens on October, 19. It sells various kinds of goods including apparels, accessories, electronic appliances, digital products, cosmetics, books and jewelry and so on.

Baidu and Rakuten announced their cooperation in January, 2010. Rakuten holds 51% of shares of this joint online shopping website and Baidu holds the rest 49% of shares.

It is introduced that Rakuten aims to make it a super big online shopping mall. Rakuten introduces mature B2B2C management to operate it and merely accept legal persons to sell their products at this website. As a result, it can provide good products and service to consumers. Many famous brands will sell their products at lekutian.com such as Lenovo, Microsoft, Belle and Galanz. It also has some special zones like free shipment zone and discount zone and so on.

According to CEO of Rakuten, this online shopping website aims to promote the branding process of SMEs with speciality and provide safe, convenient and happy online shopping environment for consumers.

Although the website faces different pressures and challenges at its beginning, it will never sell fake products to enlarge its market share. China online shopping market has already gone through the stage of low price-oriented consumption. Consumers at present pay more attention to services provided, brands and sellers' credit.