An "auspicious" mobile phone number has fetched more than 350,000 yuan (S$70,357) at an online auction in northern China.
The number, which ended in five fives, sold for more than 30 times the starting price of 11,250 yuan, after fierce bidding saw its value rocket to more than 300,000 yuan in just 12 minutes.
A total of 140 people registered to participate in the 24-hour auction and 107 bids were recorded. The winning bid came from a user called Li Zisheng on Tuesday evening, according to Alibaba's Sifa court auction platform which hosted the sale.
It is not uncommon for people in China to pay a premium for phone numbers or car licence plates featuring numbers which are considered lucky.