Tmall.com is currently China’s biggest business to consumer marketplace and one of the three e-commerce sites owned by Chinese online giant Alibaba, offering custom-built brand platforms for a lot of national and international brands.
With the launch of its digital storefront on 24 April 2014, the British luxury brand Burberry has become the first premium brand to join Chinese company Alibaba Group online marketplace, Tmall.com. The store opening is related to the launch party for Burberry’s new Shanghai flagship store. There are now 78 Burberry’s physical stores in China.
The Tmall.com store offers special customer perks in order to be closer to their customers and to provide them a richer online experience. The Tmall.com store also offers visual content pages.
The Tmall.com collaboration lets “Burberry to connect digitally focused consumers”
“The official Burberry Tmall store offers the purest articulation of the Burberry brand on any of the Alibaba Group’s platforms to date. This innovative collaboration with China’s largest online retail platform, allows Burberry to connect digitally focused consumers to an authentic representation of the brand. The new tie-up is a first for any luxury brand and reflects a shared commitment to offering Chinese consumers the best in luxury experiences across all of Alibaba Group’s platforms.” commented Burberry in an official statement.
Burberry’s decision to open a virtual store on Tmall.com highlights the booming e-commerce market in China and the brand’s desire to expand its reach in the country.
Burberry’s struggling against counterfeit products
Collaborating with Tmall.com means that Chinese consumers who purchase Burberry’s products from the digital store have the guarantee that the products they purchase are genuine, as all Tmall.com merchants must ensure the authenticity of their wares before joining the marketplace. This will help Burberry in its struggling against Asian counterfeit products.
- about Burberry: Burberry is conquering China
- about other luxury brands: Gucci sales in China, Ralph Lauren new strategy in China
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