LVMH-owned fashion label Kenzo and Richemont-owned prestigious jewellery manufacturer Cartier to Alibaba Group's Tmall Luxury Pavilion

By Ian Horswill


Posted on February 20, 2020

Alibaba Group operated Tmall Luxury Pavilion now has more than 150 luxury brands with LVMH-owned fashion label Kenzo and Richemont-owned prestigious jewellery manufacturer Cartier the latest to join.

Tmall Luxury Pavilion launched in 2017 and Tmall is the increasingly dominant ecommerce platform in China, holding 62.4% of the market, which was worth US$222 billion last year, according to research firm Analysys.

Gartner L2’s new Beauty China: Social & E-Commerce Insight report stated that last year 86% of brands in the premium category have official stores on Tmall, with 32% of brands in the high-end invite-only Luxury Pavilion, including Estée Lauder, Givenchy Beauty, YSL Beauty, and La Mer.

Add to this high-end brands like Chanel, Bottega Veneta, Valentino, Alexander McQueen, Burberry, Tod’s, Stella McCartney, Marni, Moschino, Michael Kors, MCM, Breitling and Maserati are all on the Tmall Luxury Pavilion. Richemont’s e-commerce platform, Net-a-Porter, also launched a flagship store on the Luxury Pavilion in September last year, offering the site’s shoppers a selection of items from designer and luxury brands such as Balmain, Jimmy Choo, Chloé and Montblanc.

According to Tmall’s figures n April 2018, more than 100,000 shoppers on the Luxury Pavilion each spent over RMB 1 million (US$159,000) a year.

“The Luxury Pavilion is part of Tmall’s efforts to create a “safe space” for high-end brands on the platform, giving them visibility in a section where they can’t be crowded out by high-volume, best-selling mass brands—or see their products appearing next to diapers and discounted detergent,” Gartner reported.

“Another factor attracting premium brands to Tmall is its wide functionality, allowing brands to add loyalty programs, multimedia campaigns, omnichannel promotions, and livestreaming to their accounts. Seventy-eight percent of all premium beauty brands now have a Tmall loyalty program, which is not too far off from the mass brand rate of 93%. The ones with loyalty are investing in the sophistication of their programs: omnichannel Tmall loyalty adoption is actually higher among premium brands than mass brands — 36% of beauty brands in the premium category have loyalty points synchronized with in-store purchases, while only 19% of mass brands offer the same.”

Kenzo, best known for its signature tiger embroidery, is the first LVMH-owned fashion label to open a standalone store on Tmall Luxury Pavilion, the dedicated platform for luxury and premium brands.

LVMH has introduced an increasing range of its beauty, accessories and wine subsidiaries on Tmall and the Pavilion, including Guerlain, Givenchy, Fresh, Benefit, Rimowa, Tag Heuer, Zenith and Moët Hennessy.

Kenzo’s flagship store offers some of the most popular items to Chinese buyers from its ready-to-wear, footwear, bags and accessories collections.

Cartier offer a wide range of jewelry, timepieces and leather goods in the Luxury Pavilion. Two new products will also be made their exclusive global debuts on Tmall Luxury Pavilion: the new Juste un Clou small model bracelet with diamonds and Guirlande chain wallet bag. The high-end jeweler will also offer Pavilion shoppers the same personalised experiences available at its brick-and-mortar retail outlets, from complimentary engraving and embossing to gift-wrapping and customised card services for select items.