Taobao and Tmall Group are collaborating with ByteDance-owned Douyin to draw users from the Chinese short video platform, aiming to boost their presence in the mainland’s annual midyear shopping festival.

Recently, Alibaba’s domestic e-commerce unit teamed up with Douyin, also known as the Chinese version of TikTok, to assist merchants on the Taobao and Tmall platforms in gaining customers from Douyin’s user base.

The collaboration revealed on Monday, introduced the “Star Cube Plan,” a joint initiative by Alibaba’s digital marketing platform Alimama and Douyin’s marketing tool Xingtu, SCMP reports.