Yiling Pan
Aug 4, 2017

Alibaba unveils 'Luxury Pavilion' courting super-wealthy Chinese

The platform hosts Burberry, Hugo Boss, Maserati, and the LVMH-owned brands Guerlain and Zenith, all labels that already had flagship stores on Tmall.

Image from Burberry Tmall store

Chinese e-commerce giant Alibaba Group has launched the Luxury Pavilion, a brand new section within its business-to-consumer site Tmall for premium and luxury brands. The initiative is part of a broader bid, according to Alibaba’s news site Alizila, to push forward its new retail initiative in the luxury arena to reach out to the country’s super-wealthy online shoppers.

The new platform currently features a wide range of products including apparel, watches, beauty and cosmetics, and...

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