Chinese e-commerce company Dangdang will launch a flash sales channel on May 7.

Named Weipinhui, the new channel will sell products from famous brands to Dangdang’s more affluent customers.

A limited selection of ‘deal-of-the-day’ products will be featured on Weipinhui and updated daily at 10am. Customers will enjoy deep discounts if they finish payment within 20 minutes after placing order and on a first-come-first-serve basis.

At present, Weipinhui will mainly focus on apparel, with the possibility of extending to categories such as books, home and lifestyle products in the future.

“Dangdang’s marketplace enjoys rapid growth momentum and is an important driver to help transition our brand to an integrated online shopping mall,” said executive chairwoman Peggy Yu Yu.

“The flash sales channel is our latest initiative in further enhancing Dangdang’s open platform to attract more merchants, especially well-known brands, to our marketplace,” she said.