Italian luxury house Bulgari launched its first flagship store on Alibaba Group’s Tmall Luxury Pavilion this April, with an aim to provide customers with a new experience of luxury consumption in the digital era.
E-commerce giant Alibaba and Bulgari joined forces to customize the store’s interface, blending the Italian House’s design aesthetic with a fresh digital experience for Chinese customers.
Bulgari CEO Jean-Christophe Babin said that “the world of luxury has accelerated and evolved significantly in the past five years with the client more than ever at the heart of Bulgari business model. We have adapted to the new lifestyles of our clients at 360 degrees evolving from hard to experiential luxury also through digital e-commerce platforms that become an increasingly important touch point both in terms of communication and sales”.
Janet Wang, vice president of B2C Retail Business Group of Alibaba Group and general manager of Tmall Luxury Pavilion, said: “Tmall Luxury Pavilion is once again breaking new ground in the industry by creating a new concept of flagship store. We are delighted to start this journey of discovery with Bulgari. The new concept is designed to meet consumer needs for a deeper, more immersive and pure experience of luxury brands. Meanwhile, Tmall Luxury Pavilion will help Bulgari to accelerate digital transformation by leveraging the digital capabilities of the Alibaba Ecosystem, working with the brand to develop sophisticated business solutions, from product launch, brand marketing, content interaction, service experience to consumer operation.”
Since the launch of Alibaba’s Tmall Luxury Pavilion five years ago, more than 200 luxury brands have joined the e-commerce platform, including LVMH, Kering, Chanel, Hermes and Richemont.
These brands can draw on expertise within Alibaba’s ecosystem to interact with China’s digitally savvy and high-net-worth customers, who expect frictionless, hyper-personalized and instant gratification when shopping.
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