Alibaba is retooling its luxury platforms, including Tmall Luxury Pavilion and Luxury Soho, to help high-end brands connect with Chinese Gen Z shoppers following the COVID-19 pandemic. Approximately 80% of Alibaba’s luxury shoppers are 35 years old or younger, with the fastest-growing segment between 18 and 25, making this a valuable cohort for the retail giant.
To better cater to this audience, Alibaba is rolling out a series of content-marketing tools and interactive experiences under the banner of “New Luxury.” The initiatives include:
- A shoppable digital magazine titled Soho Mag;
- A luxury-specific livestreaming service, Soho Live; and
- Augmented reality and 3D-enabled features on the platforms.
Additionally, Tmall Luxury now features a multi-tiered customer loyalty program that offers VIP shoppers rewards such as exclusive gift sets, invitations to the brands’ offline events and priority access to new products and deals. Alibaba also has expanded its suite of content marketing solutions to help retailers reach the right audience.
“By providing Tmall’s unparalleled analytics and insights on luxury consumption in China, we empower luxury brands with a deeper and more accurate understanding of local consumer preferences,” said Mike Hu, Alibaba Group VP and Head of Tmall Luxury, Fashion and FMCG in a statement. “These insights allow luxury brands to precisely tailor their communications to Chinese young audiences while staying true to their brand identities.”
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