Tmall Luxury Pavilion platform holds over 200 brands and has become the number one way to reach a significant volume of sales online for luxury brands.
From the January to March 2021 period, sales jumped to 159% year-on-year (source: Tmall).
In 2020, Covid-19 accelerated online purchases for luxury goods, going from 13% to 23% in China.
Quick to react, many brands accelerated their launches to take the opportunity to attract the younger Chinese generation, exceptionally enthusiastic about the luxury digital experience.
Gen-Z’s share of Tmall’s GMV for luxury fashion and lifestyle products increased by 189% during the same period.
This channel has also become a place for brands to share their trends and differentiate themselves from their numerous competitors.
Our Full Jet Team spotted six trends on Luxury Pavilion you need to know:
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Are you interested to know more about how to implement this trends in your brand’s strategy? Contact us!