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Six Top Trends on Tmall Luxury Pavilion

2021/05/04
E-Commerce in China Digital Marketing Premium Brands

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:

🛒 Gen Z increasing their spending
🤖 AR Try-on technology
📣Tmall as a branding and communication platform
🛎️Special gifting service and CRM activities
💳Interest free installment
🎁 Gift with Purchase as campaign incentive
 

Top 6 Trends on Tmall Luxury Pavilion


Are you interested to know more about how to implement this trends in your brand's strategy? Contact us!