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. On 9 January, Cartier announced the opening of its stand-alone flagship on Tmall Luxury Pavilion, the Alibaba-owned retail portal, which also hosts … Livestreaming is just one of Alibaba’s innovative resources that brands have been using to connect with young, tech-savvy consumers. In April, the company launched Tmall Luxury Pavilion’s sister site, Luxury Soho, aimed at younger, value-conscious luxury shoppers. 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. 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. Read More. “It’s important for brands to understand how to relate to and resonate with these consumers on an emotional level.”, WATCH: Why Tmall is the Ultimate Destination for Luxury Shopping. To stoke pent-up demand and help brands regain growth during Covid-19, Alibaba mobilized its ecosystem and unveiled a series of initiatives. Events Calendar. 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. This trend is expected to continue, as global consultancy KPMG predicted that 50 percent of luxury brand sales in China will be made online by 2020. The new platform currently features a wide range of products f… This surge in the Pavilion’s adoption is thanks to its unique, distinctive environment that allows brands to bring the same custom-tailored experience and sense of exclusivity from their brick-and-mortar stores to China’s online shoppers. 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. Get the latest news about Alibaba Group, the digital economy, e-commerce and tech innovation. 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. A grand launch campaign will begin in the second week of October, following China’s Golden Week, a national holiday which marks one of the busiest periods in China for tourism and shopping. eTail Asia 2020 . Last month, Tmall Luxury Pavilion released new tools and interactive features to help brands sharpen their appeal to China’s Generation Z. Brands include Chanel, Cartier, Bottega Veneta, Valentino, Alexander McQueen, Burberry, Tod’s, Stella McCartney, Marni, Moschino, Michael Kors, MCM, Breitling and Maserati. For example, Hugo Boss teamed up with popular fashion blogger Ye Si, also known as Gogoboi, for a livestreamed program to ramp up excitement in the run-up to its Milan Fashion Week runway broadcast last month. The new store features a wide assortment of products, including the brands ready-to-wear lines, accessories, handbags and footwear. Pavilion shoppers were able to access a drag-down pop-up that revealed an interactive version of the product on their phone screens. 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. Adding a Premium Touch. Chloé, Burberry and Marc Jacobs were among the 19 luxury brands that used these activations to engage with their customers. Cartier Launches New Store on Tmall Luxury Pavilion Christine Chou | January 10, 2020 French luxury goods house Cartier has opened a flagship store on Tmall Luxury Pavilion, making it the first Richemont -owned business to launch a standalone boutique on Alibaba Group’s dedicated channel for luxury and premium brands. When Alibaba first launched its luxury platform a short three years ago, top-tier brands still viewed e-commerce with caution. “We want to continue working with brands to bring more novel, personalized and social experiences to shoppers – whenever and wherever they are.”. How times have changed. They are part of what Alibaba said is the first of a multi-phase launch of the pavilion that will eventually offer a complete suite of marketing and omnichannel solutions. According to a June report from the Boston Consulting Group, the luxury sector in China has recovered faster than in other markets, with sales of luxury goods expected to rebound and end the year at potentially 10% above the 2019 mark. Influencer. The campaign featured content and looks from runway shows across fashion weeks in New York, Paris, London and Milan. They will also have at their disposal omnichannel solutions that integrate online and offline commerce. As Alibaba’s Tmall Luxury Pavilion marks three years, the platform continues to grow and delight Chinese shoppers seeking the very best in luxury … By the end of the campaign, Piaget grew its members by nine times on the Pavilion. 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. 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. 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 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. To mark its third anniversary, Tmall Luxury Pavilion rolled out a monthlong program of events that included its first shopping festival tailored specifically to China’s young luxury shoppers. They pick the communication strategy.”. 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. Those shoppers will enjoy personalized homepages, customized brand pages, product recommendations and exclusive VIP awards. “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. To mark its third anniversary, Tmall Luxury Pavilion rolled out a monthlong program of events that included its first shopping festival tailored specifically to China’s young luxury shoppers. 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. Delivering ‘New Retail’ To The Luxury World Tmall, one of the leading e-commerce platforms in China launched The Luxury Pavilion in 2017. Popular Posts. It was a response to the need in the fashion industry to efficiently manage inventory as brands were sitting on a worldwide abundance of stock amid the pandemic. “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. Tmall has also been bringing premium events online as a way to deliver even more unforgettable experiences to shoppers. “They pick the price. “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. November 17 - November 19. Introduced last August, Luxury Pavilion is a section within Tmall for premium and luxury brands. The book was designed with young shoppers’ tastes in mind and featured products such as Valentino Garavani‘s Atelier bag, which spoke to consumers’ love for meticulous craftsmanship, and Coach‘s new Alie shoulder bag, chosen to reflect the marked appetite for reinterpreted old classics. 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. Brands will include Brunello Cucinelli, Balmain, Isabel Marant, Tom Ford and Jimmy Choo. Understanding 11.11: Alibaba’s Mega Shopping Festival. This site is protected by reCAPTCHA and the Google, immersive, round-the-world fashion week experience. 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. Luxury menswear label Ermenegildo Zegna has launched a flagship store on Tmall Luxury Pavilion, Alibaba Group’s dedicated site for premium brands. Marc Jacobs was among 19 brands featured this month on Tmall Luxury Pavilion as part of the platform’s third anniversary. Tmall Luxury Pavilion also partnered with Elle magazine to release a shoppable digital “lookbook,” which featured the Z Selection and emerging fashion trends. 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. We would like to show you a description here but the site won’t allow us. 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. To promote its crossover collection with Los Angeles-based brand Fear of God in China last month, Ermenegildo Zegna created 3D renditions of its products that consumers could use to dress their Taobao Life avatars. Launched in 2017, Tmall Luxury Pavilion now offers over 150 brands with products ranging from apparel and beauty items to watches and luxury cars. Daily Briefing Sign Up. This site is protected by reCAPTCHA and the Google, Freshippo (also known as Hema) supermarkets. Alibaba’s invite-only platform, Tmall Luxury Pavilion, grew 34 percent year-on-year thanks to increased conversion rates and average consumer spend. “Tmall Luxury Pavilion provides us with an opportunity to connect with smart, digitally savvy luxury consumers while also providing valuable insights and … … 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. 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. The platform was created to be more conducive to luxury shopping from both the consumer and brand perspective. Get the latest news about Alibaba Group, the digital economy, e-commerce and tech innovation. 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. 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. 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. And Tmall Luxury Pavilion has helped digitally transform other notable events, including Watches & Wonders, one of the watch industry’s largest trade fairs. Balmain, Salvatore Ferragamo, Golden Goose, De Beers, Jaeger-LeCoultre and IWC Schaffhausen are among the names that have recently joined the platform. 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. The Luxury Pavilion will not operate as merely another e-commerce storefront, Alibaba said. What is interesting to look at, to answer your question, is to look at who are the consumers and what they do. To date, nearly 200 leading brands have opened flagship stores on Tmall Luxury Pavilion. The American fashion label created a digital pop-up experience that introduced its handbag-customization service to Chinese 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. 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. The Dunhill flagship store premiered on Tmall Luxury Pavilion in late September, the month that marks Tmall Luxury Pavilion’s third anniversary. Christina Fontana, who heads luxury and fashion for Tmall in the U.S. and Europe, described the platform as a “buyer’s delight” that’s designed so brands could leverage a rich set of technologies to create the look, feel and experience they want their consumers to have. To read the entire article, please subscribe or sign in 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. 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. The launch is part of the strategic global partnership that Yoox Net-a-Porter Group (YNAP) signed with Alibaba Group in October. 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. 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 … To date, nearly 200 leading brands have opened flagship stores on Tmall Luxury Pavilion. 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. Launched in 2017, Tmall Luxury Pavilion now offers more than 80 brands, including Valentino, Burberry, Versace, Ermenegildo Zegna, Stella McCartney, Tod’s, Moschino, Giuseppe Zanotti, MCM, La Mer, Maserati, Kering Group-owned Qeelin, LVMH … Mulberry chief executive Thierry Andretta said: “Launching the Mulberry flagship on Tmall’s Luxury Pavilion is an important step in growing our Chinese customer base and further developing the brand in key international markets.” The brand currently has 114 bricks-and-mortar stores worldwide, including four in mainland China, and one in both Hong Kong and Taiwan. It leverages the best elements of online and offline commerce, from consumer engagement to smart logistics, to deliver a seamless shopping experience to consumers. 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 … And of course, Tmall is a great source of information for this. “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. Speaking of the Pavilion’s third anniversary, Dante D’Angelo, chief digital marketing officer at Valentino, said: “We feel we have been part of this journey, too, having at an early stage teamed up with Tmall’s teams in Italy and China to fulfill a clear goal: engage with our Chinese consumers by bringing them the best of the Valentino heritage, experience, products and values.”. November 11 @ 10:30 am. The flagship will initially offer more than 130 luxury, designer brands sold by Net-a-Porter and Mr Porter, under one storefront. View More Events. 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. Sign up for our newsletter to receive the latest Alibaba updates in your inbox every week. The Pavilion The new Luxury Soho channel, which caters to young value-conscious consumers, has … Dunhill joins a growing list of brands that have partnered with Tmall Luxury Pavilion since it launched in 2017. "The unveiling of the Net-a-Porter flagship store on Tmall Luxury Pavilion is an important first step in the development of our long-term partnership with … 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. Luxury Soho allowed brands to move products onto online outlets and bring them in front of a specific audience waiting to discover new products and brands. 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. The menswear label also partnered with Alibaba’s paid customer-loyalty program 88VIP to offer its members priority-purchase privileges. 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. 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. 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. The festival, which ran from Sept. 25 to 27, spotlighted a curated collection of 100 popular luxury products, dubbed the “Z Selection.” “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. The luxury brand has also launched a special-edition Year of the Pig capsule collection on the virtual store to celebrate Chinese New Year. The Luxury Pavilion will not operate as merely another e-commerce storefront, Alibaba said. The initiative is part of a broader bid, according to Alibaba’s news site Alizia, to push forward its New Retail initiative in the luxury arena to reach out to the country’s super wealthy online shoppers. It has made venturing into e-commerce an easy decision, said Luna Wang, head of Tmall Luxury Division. Mulberry has opened a flagship store on Alibaba’s Tmall Luxury Pavilion as part of plans to grow its customer base in China. They pick the merchandising 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. 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