Feb 26, 2017 09:29 PM EST
Swiss watchmaker Tag Heuer has launched its flagship store on Tmall.com last Feb. 13. It is the fifth brand owned by LVMH to arrange a shop on Alibaba Group's market-leading China shopping website.
Tag Heuer's recent partnership will provide Chinese consumers a new avenue to shop its Swiss-made timepieces. Being present on Tmall.com will offer new sales channels and digital marketing to target the country's internet-savvy younger generation. Tmall.com is China's largest third-party e-commerce platform for brands and retailers, as per Luxury Daily.
"As the leading Chinese online shopping platform, Tmall.com is the ideal partner for Tag Heuer," said Leo Poon, Tag Heuer.'s general manager. Poon said aside from being the largest B2C platform in China, Tmall.com will help Tag Heuer reach its target customers.
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"If you want to win the future, you should establish a relationship with the young generation early," said Liu Xiuyun, general manager of Tmall's apparel division. "Confronted with the internet and e-commerce, conservative luxury brands will lose the future in China."
Tmall.com is not only a platform for selling things, it is also part of Alibaba's online environment that houses mobile apps, social media and entertainment portals. Alibaba also has a wealth of data that allows retailers to target and bolster individual customers while predicting general consumption trends. Liu said that this is what luxury brands are looking for.
Aside from Tag Heuer, other LVMH flagship stores on Tmall.com are cosmetic brands Make Up For Ever and Guerlain, SEPHORA and luggage brand Rimowa. Luis Vuitton also partnered with Alibaba. It became one of the first international brands to join Alibaba's Big Data Anti-Counterfeiting Alliance, an organization built to share industry and technical knowledge to cope up with the online sale of counterfeit products.
During the opening ceremony that was broadcasted on Tmall.com's mobile app, Tag Heuer displayed a pair of His and Her watches at $7,852. The Tag Heuer watches come as a special Valentine's Day promotion in China.
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