Tmall Partners with Changan's Qiyuan Brand to Enter EV Sales, First 'Tmall Selected Car' Launching at Beijing Auto Show
Alibaba's Tmall has announced a strategic partnership with Changan Automobile's Qiyuan brand to co-develop the first "Tmall Selected Car" (天猫甄选好车), marking Tmall's entry into full vehicle sales on its e-commerce platform.
Key Details
- Partnership: Tmall × Changan Qiyuan (长安启源)
- First model: Q05 with lidar integration
- Sales model: E-commerce subsidy-based pricing
- Launch: April 24, 2026 at Beijing Auto Show
- Exclusive: Tmall gets exclusive online sales channel
The Strategy
Tmall's General Manager of Automotive, Yan Zhong, revealed the vehicle will be sold through e-commerce subsidy pricing — a model that could significantly undercut traditional dealership pricing. The specific configuration and pricing will be announced during the Beijing Auto Show.
Changan Qiyuan's New Models
At its spring launch event, Changan Qiyuan unveiled two new models:
- A06: New sedan model
- Q05: SUV with lidar integration (the Tmall collaboration model)
Significance
This partnership represents a significant evolution in automotive retail:
- E-commerce encroachment: Major platforms are moving beyond accessories and deposits into full vehicle sales
- Price disruption: Subsidy-based pricing could pressure traditional dealer margins
- OEM-DTC shift: Automakers increasingly building direct-to-consumer channels through platform partnerships
- Auto show as launchpad: Beijing Auto Show remains the key venue for major announcements
China's EV market continues to intensify competition, with price wars driving manufacturers to explore every distribution channel. Tmall's 900+ million active users represent an enormous potential customer base that traditional showrooms cannot match.