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Over the past nine months, nearly 50 luxury brands from a variety of industries, including Burberry, Givenchy, Hugo Boss, La Mer, Maserati, LVMH-owned Guerlain, and Zenith, have joined.According to Tmall’s latest figures Also, Bain & Co. noted that China in particular “remains an engine of growth” for the category because both the size and the spending power of the middle class continues to grow. By Luxury Daily News Service U.S. fashion label Marc Jacobs is debuting a digital flagship store in China on Tmall Luxury Pavilion as it seeks to grow its Chinese book of business with younger, affluent consumers. These same elements will drive commerce as it plays out on the Luxury Pavilion, Alibaba said, not least because they have also served to capture the attention of one of China’s most desired consumer segments: young people. The report added that Chinese consumers, who normally shop for luxury goods when traveling abroad, are staying home and spending within the country as a result of ongoing global travel restrictions. The Luxury Pavilion will not operate as merely another e-commerce storefront, Alibaba said. Meanwhile, brands like Ermenegildo Zegna have turned to gamified experiences, such as Taobao Life, an immersive virtual world designed to elevate and redefine the online commerce experience of Alibaba’s e-commerce platforms. Tmall & Luxury Pavilion: Magic Mirrors, Blockchain and a Secret Algorithm, with Mei Chen Under the all-powerful umbrella of the Alibaba Group, Tmall is where any brand must be if … This year was also the first time that the Pavilion joined Tmall’s wider push to bring an immersive, round-the-world fashion week experience to China’s style-lovers. Alibaba Group has announced the launch of a new Luxury Pavilion on its B2C shopping site, Tmall, that aims to bring the same brand exclusivity and tailored shopping experience that consumers would get in a brick-and-mortar store to the world of e-commerce. This site is protected by reCAPTCHA and the Google, immersive, round-the-world fashion week experience. The American fashion label created a digital pop-up experience that introduced its handbag-customization service to Chinese consumers. It has made venturing into e-commerce an easy decision, said Luna Wang, head of Tmall Luxury Division. That same month, Swiss watchmaker and jeweler Piaget leveraged Alibaba’s Tmall Flagship 2.0 technology to personalize its storefront and promote its special-edition Possession necklace for Chinese Valentine’s Day. Alibaba’s invite-only platform, Tmall Luxury Pavilion, grew 34 percent year-on-year thanks to increased conversion rates and average consumer spend. The invite-only platform—only select brands will participate—currently includes brands such as Burberry, Hugo Boss, La Mer, Maserati and Guerlain (LVMH) and Zenith, offering products ranging from clothes and skincare products to watches and luxury cars. Alibaba’s announcement comes at a time when Chinese consumers are increasingly buying luxury goods at home rather than traveling abroad, and they’re taking to the internet when they purchase. Chinese e-commerce giant Alibaba Group today launched the Luxury Pavilion, a brand new section within its business-to-consumer site Tmall for premium and luxury brands. “Luxury brands increasingly want to use new retail technology and consumer insights to connect with younger consumers, as well as drive business-model innovation,” Liu Xiuyun, the head of Tmall’s fashion unit, said in a statement. Mulberry has opened a flagship store on Alibaba’s Tmall Luxury Pavilion as part of plans to grow its customer base in China. “China’s Gen Z has grown up with the world’s information at its fingertips and entered the world of luxury at a very early age,” said Alibaba’s Luna Wang, who added that these savvy consumers gravitate towards unique, limited-edition products and crossovers while also expecting to interact with brands in a deeper way. A number of luxury brands have launched flagship stores on Alibaba’s e-commerce sites to capitalize on this trend, including Burberry, Guerlain, Tag Hauer, Maserati, Alfa Romeo and  Pernod Ricard, Remy Martin, among others. The flagship will initially offer more than 130 luxury, designer brands sold by Net-a-Porter and Mr Porter, under one storefront. Adding a Premium Touch. Set to kick off in December 2019, Coach’s third Tmall launch will be part of a promotional push on the platform’s luxury channel, Tmall Luxury Pavilion. Now, though, the industry is accelerating its shift to digital, with some of the biggest names joining Alibaba Group’s Tmall Luxury Pavilion over the past three years. What is interesting to look at, to answer your question, is to look at who are the consumers and what they do. “They pick the price. The joint venture (JV), dubbed Feng Mao, will involve Net-a-Porter being placed on the key position on Alibaba’s Tmall Luxury Pavilion online marketplace. By the end of the campaign, Piaget grew its members by nine times on the Pavilion. … Between Tmall Classic (Tmall’s homesite), Tmall Global, and The Luxury Pavilion (along with its newest companion, Luxury Soho, an initiative launched in April for out-of-season items), Alibaba’s online landscape offers brands unique opportunities for brand-building, merchandising, consumer traffic, and sales in the country. The festival, which ran from Sept. 25 to 27, spotlighted a curated collection of 100 popular luxury products, dubbed the “Z Selection.” The collection included trending items among Millennials and Generation Z consumers on the Pavilion as well as products selected based on the latest market insights from fashion editors, designers and Alibaba’s fashion trend-forecasting unit. Chinese ecommerce giant Alibaba is leading the way with its Tmall Luxury Pavilion app, which was launched in 2017 and wooed luxury retailers with fully customizable social features: Cloud pop-up stores; Shoppable digital lookbooks; Integration with Tmall livestreaming; Today, it boasts 200+ luxury brands each running their own virtual boutiques with Alibaba taking a 5% commission on all … Get the latest news about Alibaba Group, the digital economy, e-commerce and tech innovation. Luxury players had historically been skeptical of the value of moving online and into digital shopping environments, concerned that doing so would lead to a loss of their brand equities and exclusivity. Those shoppers will enjoy personalized homepages, customized brand pages, product recommendations and exclusive VIP awards. By rotating the on-screen necklace with their hands, users could unlock a video featuring Chinese actor Liu Haoran and also join the brand’s membership program to win exclusive benefits. “Tmall Luxury Pavilion provides us with an opportunity to connect with smart, digitally savvy luxury consumers while also providing valuable insights and tools to strategically expand the Marc Jacobs business in China,” Marechalle added. Instead, it will be a comprehensive, tailored platform within Tmall and Taobao Marketplace, the largest e-commerce platform in China, allowing brands to deliver experiences and services typically reserved for shoppers offline. They will also have at their disposal omnichannel solutions that integrate online and offline commerce. Launched in 2017, Tmall Luxury Pavilion now offers over 150 brands with products ranging from apparel and beauty items to watches and luxury cars. Chloé, Burberry and Marc Jacobs were among the 19 luxury brands that used these activations to engage with their customers. Influencer. Montblanc, upping China presence, follows Richemont sibling Cartier with flagship store on Tmall Luxury Pavilion April 17, 2020 Montblanc has opened a flagship store on China's Tmall Luxury Pavilion, joining a slew of European luxury brands targeting Chinese ecommerce business. The Pavilion The launch of Luxury Soho was followed in June by Alibaba’s annual 6.18 Mid-Year Shopping Festival, China’s biggest sales event since the coronavirus outbreak. Dunhill joins a growing list of brands that have partnered with Tmall Luxury Pavilion since it launched in 2017. Last month, Tmall Luxury Pavilion released new tools and interactive features to help brands sharpen their appeal to China’s Generation Z. “Tmall Luxury Pavilion provides us with an opportunity to connect with smart, digitally savvy luxury consumers while also providing valuable insights and … The new pavilion is part of a larger “New Retail” push by Alibaba, one that has played out over the past year in initiatives such as the “See Now, Buy Now” fashion show and Freshippo (also known as Hema) supermarkets. The new Luxury Soho channel, which caters to young value-conscious consumers, has … Tmall has also been bringing premium events online as a way to deliver even more unforgettable experiences to shoppers. They pick the merchandising strategy. The luxury brand has also launched a special-edition Year of the Pig capsule collection on the virtual store to celebrate Chinese New Year. They pick the communication strategy.”. “Since the inception of Tmall Luxury Pavilion three years ago, we’ve strived to help brands engage Chinese consumers via our digital tools and solutions, from product marketing and brand-building to market analytics and customer service,” Wang said. Tmall Luxury Pavilion is Alibaba’s dedicated platform for luxury and premium brands and nearly 200 leading brands have opened digital flagship stores on the platform since it launched in 2017. We would like to show you a description here but the site won’t allow us. Tmall said the brands on the platform would be able to access the same tools to engage consumers that many of the brands selling through Tmall have put to use over the past year, such as virtual reality and augmented reality. Sign up for our newsletter to receive the latest Alibaba updates in your inbox every week. Alibaba then partnered with New York Fashion Week to stream all of its September shows to Chinese consumers across its Youku, Taobao and Tmall platforms – helping designers reach an audience of nearly 900 million. The platform boasts nearly 200 leading luxury and designer brands – up from 150 before the Covid-19 outbreak – and expects to exceed 220 by year’s end. To date, nearly 200 leading brands have opened flagship stores on Tmall Luxury Pavilion. “The launch of Luxury Pavilion Club is the latest move from Alibaba to bring the online shopping experience to a new level with a premium touch,” said Jessica Liu, president of Tmall Fashion and Luxury, during a launch ceremony in Shanghai. Livestreaming is just one of Alibaba’s innovative resources that brands have been using to connect with young, tech-savvy consumers. “With Tmall, we have been able to expand our conversations in China by listening and understanding the market and embracing the power of technology to move as a pioneer in the digital transformation of the luxury industry,” he added. And Tmall Luxury Pavilion has helped digitally transform other notable events, including Watches & Wonders, one of the watch industry’s largest trade fairs. “Tmall Luxury Pavilion is really unique worldwide because it is the only place and the only platform I know of where brands have 100% control over everything,” Fontana said. Daily Briefing Sign Up. Other brands that have used the Flagship 2.0 solution include Michael Kors, which turned to the technology in April, when the coronavirus upended the brand’s plans for a series of live activations. More high-end brands participated in the event than ever, and the use of engagement tools such as livestreaming contributed to an uptick in sales. “We want to continue working with brands to bring more novel, personalized and social experiences to shoppers – whenever and wherever they are.”. BL: Because we have been able to work with the Tmall Pavilion this year, and we have had access to some consumer data and consumer behavior information from the Tmall Luxury Pavilion. The platform was created to be more conducive to luxury shopping from both the consumer and brand perspective. In March, it teamed up with Shanghai Fashion Week to livestream the full roster of the event’s runway shows, including presentations from brands such as Diane von Furstenberg. To celebrate this milestone, the platform also kicked off co-branded interactive features and content, including eye-catching, shimmering visual effects that flash across users’ smartphones and direct them to brands’ flagship stores. 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