Taobao is the largest consumer-to-consumer shopping website in China, even in Asia. However, as more and more new E-commerce platforms segment the market, consumers now tend to shop in E-commerce platform with specialties. Moreover, as there are so many various sellers on Taobao, consumers also need to spend plenty of time and energy to find the goods they want. Thus the satisfaction declines. Taobao’s “almighty” on every December 12th, Taobao holds its' largest promotion of the year, the “1212 Almighty Market”. In 2015, Taobao aims to create a magical market place that satisfies everyone’s personal needs and the most alluring shopping experience to continuously build it trendy image and personality.

The Surprise City aims to offer the user experiences that full of surprises.

Firstly, the opening animation of the roller coaster and the amusement park hinted consumers that they are going to have a thrilling shopping experience.

Secondly, users can access different sections by navigation bar or a roller coaster track; the hidden section can be entered into by random color eggs. If interested in the contents, the users can link directly to product page by a floating layer to select and purchase.

In addition, in the Surprise City , there was volcanic eruption of red envelope, dust storms and randomly takes the user to different sections. Various interactive mechanisms and design made the shopping experiences entertaining and exciting.