Alibaba China Chinese E-Commerce Plateforms Fashion Luxury Marketing

Luxury e-commerce platforms in China, a new booming digital strategy

Tmall Luxury Pavilion

Despite their reluctance for e-commerce a few years ago, luxury brands had to adapt to rapid digitalization. Their online presence has increased. Almost all brands have their e-commerce website. They are also present on various luxury fashion retail platforms such as Farfetch, SSENSE, Luisaviaroma.

In China, this online presence is essential to maintain a close relationship with consumers, especially millennials.

The largest luxury e-commerce platform, Alibaba’s Tmall Luxury Pavilion has many innovative aspects. It uses new technologies such as interactive games, livestreams and augmented reality. All this aims to engage consumers and participate in the success of the platform. The website includes more than 200 luxury brands (including Dior, Bvlgari, and recently Gucci) and continues to grow.

I invite you to discover more in my LinkedIn article.

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