The new product has recovered from setbacks by the state regulations which precluded the Tmall Box from streaming online video from providers like Youku and Sohu to TV. One nice difference from other set-top-boxes is that the Tmall Box 2 is not all about video content. Tmall Box 2 continues cooperation with video content provider Washu Media and has added Xiami‘s music streaming service. To differentiate from other channels, Tmall Box 2 has added Magic Key (M Key), a button dedicated to e-commerce services, on the controller. Upon pressing M Key, users can participate in promotion events that are only open to Tmall Box users.