Tmall: One Shoe

Tmall’s “One Shoe Project” now allows disabled people with one foot to buy one shoe.

On Tmall’s ‘Double-11’ 2021, in addition to the half-price promotion as usual, the platform partnered with various sports brands to initiate a heart-warming charity project for the disabled one-legged people - #theOneShoeProject

In China, disabled people with one foot have always had a hard time buying shoes, many bear the full price of a pair when they only need one. This has undoubtedly caused waste and financial burden. As China’s first-tier e-commerce platform Tmall has the capability and resource to partner with a great number of sports brands. After digging into the pain point of how disabled persons purchase shoes, Tmall worked with brands to design a shoe box, splitting the traditional ‘one pair’ box into halves, each containing single shoe and launched a one-shoe sales system on its platform, allowing one-legged people to purchase the shoe they need, either left or right, for half the price of a regular pair.

At its launch, the ‘One Shoe Project’, certified and endorsed by China Disabled Persons' Federation, has immediately received a great number positive reports from mainstream media. Participating brands such as Reebok, Skecher and ECCO have also received high praise from consumers.

The potential of One Shoe Project’s long-term operation is evident to both Tmall and partner brands. Tmall aims to bring in more brands on board in the future to provide more accessible options to disabled people.