Where to Find China's New Shoppers

Rural consumers are an untapped and growing source of much-needed demand.

Less than a third of China's Web users live in the countryside.

Photographer: Frederic J. Brown/AFP/Getty Images

China’s economy might be faltering, but Alibaba -- the world’s largest e-commerce company -- is determined to inject some optimism into a gloomy picture. This week it launched the Ali Chinese New Year Shopping Festival, a five-day e-commerce smorgasbord timed to the upcoming Chinese New Year holiday and designed to tap into one of the few bright spots in China’s economy: the growing clout of China’s rural consumers.

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