On August 1, Tmall announced the launch of the luxury goods platform Luxury Pavilion. Tmall said that the platform will meet users' needs for exclusive customized services for luxury brands. Not only Tmall is keeping a close eye on the luxury goods market, but it has been reported recently that French fashion brand Saint Laurent will be listed on the online platform jointly established by Farfetch and JD.com to sell goods. The competition among domestic e-commerce for the luxury goods market is becoming increasingly fierce.
According to Tmall , Tmall luxury goods platform implements a brand-oriented invitation system and is open to brands in limited quantities. The first batch of luxury brands that have entered Tmall’s luxury virtual apps include Burberry, the old British luxury brand, Hugo boss, the noble lady-grade high-end luxury skin care brand, Guerlain, and the luxury beauty brand under the luxury group LVMH, covering categories such as clothing, beauty, watches, luxury cars, etc.
A relevant person in charge of Tmall said that the platform currently mainly targets targeted consumers, and only some "88 Super Members" and luxury consumers can see it.
It can be noted that in the past two years, Tmall has been continuously strengthening its platform empowerment and brand strategy. "More and more luxury brands hope to bring business model innovation and reach young consumers through new retail technology and big data."
Liu Xiuyun, president of Tmall Clothing Business Department, said. Not only is Tmall laying new routes to the luxury goods market, JD.com has recently used this channel to attract overseas brands to settle in after investing in the international fashion boutique shopping platform Farfetch.
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