In October, Alibaba Group’s Tmall launched its “One Shoe Program”, making it easier for people with disabilities to buy footwear. Consumers can now buy and only pay for one shoe, as opposed to a pair, from participating brands on Tmall.
In collaboration with seven sportswear brands including Warrior, Skechers, Reebok, Jordan, Camel, Semir and ECCO, all shoes under the scheme will be sold at half price and packaged with a shoebox half the normal width.
The program seeks to provide a more inclusive shopping experience for people with disabilities. According to China Disabled Persons’ Federation, there are around 85 million people with disabilities in China.
By highlighting the social value and the need to acknowledge everyone equally, the campaign has attracted positive attention to Tmall, drawing over 120 million engagements on the micro-blogging site Weibo alone according to Dao Insights.