Challenging KFC, McDonald's opens "seckilling" store on Taobao

14:44, October 09, 2010      

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McDonald's opened a virtual "seckilling" store under the slogan "No burden at all" on China's most influential online shopping website on Oct. 8, the first day after the long National Day holidays.

"Seckill" refers to the sales strategy that took off in China in 2009 through which online shoppers can snap up goods at very low prices with a few mouse clicks in seconds while sellers get publicity for their shops and brands.

As is known to all, the reason why "seckilling" can provide attractive prices is that the supply of products used for "seckilling" is usually limited, but McDonald's announced that their supply would be unlimited, and photocopies of coupons are also valid. Netizens can "seckill" coupons for half-price Grilled Chicken Burger Combo No.2 from 10 a.m. to 11 a.m., 4 p.m. to 5 p.m. and 9 p.m. to 10 p.m. from Oct. 8 to Oct. 21. The coupons can be used from 2 p.m. to 5 a.m. of the next day from Oct. 8 to Oct. 28.

McDonald's wrote directly in its press release, "While other companies still stumble over fake coupons, McDonald's generously encourages customers to use photocopies of coupons." Obviously, the company's move is targeted at its old rival KFC.

KFC had previously launched a "Super Tuesday seckilling" service on, but its e-coupons were leaked unexpectedly, and the company decided to suspend the service because there were far more participants than expected. KFC is thus embroiled in a "seckilling" scandal, and has enraged Chinese netizens.

McDonald's "seckilling" store on the slogan "No burden at all" is considered to be a direct challenge to its longtime opponent.

By People's Daily Online


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