Tmall, China's largest business-to-customer marketplace owned by e-commerce behemoth Alibaba, unveiled a new strategy and rules for its Nov 11 online shopping spree in Beijing on Monday.

In order to provide a better service to customers in China' northern regions, the Hangzhou-based Tmall moved this year's operating headquarters to the capital, said Zhang Jianfeng, president of Alibaba's China retail arm.

Tmall has vowed to deploy globally qualified resources into the Beijing market, Zhang said.

Covering 330 Chinese cities, the spree involves more than 180,000 shops, introducing 30,000 domestic brands and more than 5,000 international brands, said Ying Hong, head of Alibaba's marketing department.

"We are going to offer upgraded goods, services and logistics to customers in this year's shopping spree", said Ying.

Besides the goods themselves, the game rules of red envelopes are also a hot topic for fans every year.

This year, Tmall plans to issue 100 million red envelopes to users with values varying from 1 yuan to 1,111 yuan, and coupons worth 3 billion yuan.