Chinese B2C e-commerce site Dangdang (NYSE: DANG) and Tencent (0700.HK) have reportedly reached an agreement on e-commerce that will see Dangdang securing the exclusive right to operate the books and maternity and babycare channels of Tencent's QQ Buy B2B2C platform. On June 12, Tencent E-Commerce Holdings (unofficial translation) announced that from midnight June 12 to 11:59 PM June 14, it will put up RMB 500 mln worth of marketing resources for a major promotion.

An industry source revealed that Dangdang and Tencent will officially announce details of the partnership this week. QQ Buy's books channel will launch in mid-June; the maternity and babycare channel will launch in July or August.

A Tencent employee said the company had first contacted Dangdang in Q3 2011. The two companies' partnership for QQ Buy will not extend to capital. After Dangdang opens its channels on the platform, Dangdang packaging for orders placed through QQ Buy will feature the QQ Buy logo.

According to figures from Tencent E-Commerce, Tencent's traffic resource support for consumer electronics B2C Icson's May sales promotion led to the company processing an average of RMB 50 mln in orders per day, with peak single-day orders reaching 130,000 at one point, and customer order prices reaching an average of RMB 410. A source inside Tencent said the company's goal for the new sales promotion was to break RMB 600 mln in transactions over the three-day period.