Hardcore Customers Lift Bottomline Of China's Biggest Online Retailer

China's online retailer Taobao reported that 1.08 million out of its 500 million registered customers are considered hardcore customers. According to data from the company, hardcore customers, also referred to as "hands-chopping customers", make at least 10 online transactions each month. These customers buy goods worth over 50,000 yuan or $7,981 each year. Men outspend women customers online one-to-two, according to Taobao manager Li Yan. In addition to hardcore online shoppers, there are 11 other types of customers who buy from Taobao, the company said. These include the 22.8 million people who usually shop online between 11:00 in the evening and 5:00 in the morning and are referred to as "night fighters" and the 1.3 million who are called "hoarders" and who like to buy goods enough to last for a year.