京东和阿里巴巴恶战打响

China's second-largest e-commerce website JD has officially announced the launch of its first-ever luxury online platform, “Toplife”, according to a public announcement released by the firm on October 10. The new site is a full-price online shopping platform which allows international luxury labels to set up flagship stores selling products directly to affluent Chinese consumers.

Luxury labels including La Perla, Emporio Armani, Rimowa and Trussardi will be the first group of users on Toplife. More brands are expected to join the site in the coming weeks.

The development signals JD’s efforts to further compete with its key rival, Alibaba Group, to achieve a leading position in the country’s luxury market, a sector that Bain & Company expected to see growing around two to four percent to reach approximately $305 billion this year. In August, Alibaba inaugurated “Luxury Pavilion“, a new section within its business-to-consumer site Tmall for premium and luxury brands to connect with a pre-selected group of super-wealthy customers.

“Like Tmall’s Luxury Pavilion, JD.com’s Toplife creates a space separate from the e-tailer’s mass-market platform in order to provide the high-end online experience that luxury brands require,” said Liz Flora, editor of Asia-Pacific research at the New York-based digital intelligence firm L2.

JD’s Toplife and Alibaba’s Luxury Pavilion offer a great deal of similar service to luxury brands; both providing brands who work with them with additional offerings such as customer service, delivery, marketing and branding expertise.

Moreover, both platforms stress the need to connect online-to-offline (O2O) experience for luxury shoppers in China. Luxury Pavilion ultimately aims to test out Alibaba’s “New Retail” business model, which utilizes new technology to create more customized and interactive shopping experiences for consumers.

Toplife, on the other hand, considered an O2O connection as an important step for JD’s luxury expansion going forward. Ding Xia, President of JD Fashion, told Jing Daily that “omnichannel solutions are definitely something we are experimenting with, especially for fashion where fit and look are so personal.”

“We are working on allowing consumers to order multiple pieces of clothing or accessories through our white glove service and keeping only the ones that are exactly what they want. That’s what a luxury experience needs to be, online-offline,” she added.

　　请联系网站，了解详细的优惠课程信息~

　　优质、便捷、省心