Taobao Shangou, Alibaba's instant commerce and on-demand delivery service that was revamped last year, won a top French Design Award prize on Friday for its delivery worker uniform design.
This marks the first time a uniform has received the Gold Award in the prize's 11-year history. According to the award's organisers, the design sets a new standard for safety, comfort and performance for delivery riders, while helping the workforce build a stronger sense of dignity and identity.
"Its racing-inspired design gives riders a symbol of pride and belonging while building a more positive connection with customers. The design language is clear, confident and highly aligned with the brand's dynamic spirit," said Dave Amantea, the chief design officer at Pininfarina, in a written jury citation.
Jury member Andrea Mocellin, an independent automotive and aviation designer, also praised the design for humanising the profession while "improving both the wearer's confidence and public perception".
Launched in August 2025 and provided for free to over a million riders, the suits pair safety-focused gear - including smart earbuds for hands-free navigation and a pocket for emergency medical information - with Amap-upgraded helmets that can detect crashes and share location to speed up rescue efforts, according to a statement from Alibaba, which is the owner of the South China Morning Post.
The design reflects a growing emphasis in Chinese society on improving conditions for the country's roughly 200 million gig workers, after viral videos of exhausted delivery riders breaking down on the job sparked public outcry.
The sector has absorbed many of the country's college graduates and laid-off employees as the economy continues to struggle.
China's State Council has called for enhanced labour protections during extreme weather, timely and fair wage payments and a stronger social security system, among other measures, in a 12-point plan issued in April.
