Generation Z shoppers are becoming the big spenders on luxury goods in China. During this year’s 618 Mid-year Shopping Festival, almost half of the deals on Tmall Luxury Pavilion were bought by consumers aged 19-30, an increase of nearly 77% year-on-year.
Being digital natives, online shopping is an indispensable part of Generation Z’s daily life, disposing them to take full advantage of the kinds of digital tools being offered through the platform.
Three types of livestreams to help brands up their game in China
Right now on Tmall Luxury Pavilion, partner brands can engage with consumers using three types of livestreams:
- Brands can independently host livestreaming sessions in their own flagship stores, building one-on-one communications with consumers.
- They can also participate in livestreaming sessions hosted by Tmall Luxury Pavilion, tapping into the platform’s massive traffic flows.
- Finally, brands can have their products promoted by top-level Taobao Live hosts during their livestreaming shows.
Throughout this year’s 618, the number of luxury brands conducting livestreaming sessions increased by more than 200% year-on-year, with sales growing by more than 60 times. Six luxury brands, including Diane Von Furstenberg, ba&sh and Suitsupply, had their executives participate in self-hosted livestreaming shows. Burberry and Alexander McQueen promoted their T-shirts and causal shoes at livestreaming sessions hosted by Viya, one of the top broadcasters in China.
3D virtual stores add excitement to online shopping
To help brands reach more consumers from lower-tier cities who have limited access to luxury goods offline, Tmall Luxury Pavilion launched an initiative to support brands in building 3D online replicas of their offline stores.
Exemplifying this, during last year’s 11.11 Global Shopping Festival, Valentino created a 3D online replica of its flagship store in Sanlitun, Beijing. Showcasing 43 products of its limited Daydream collection, the online replica allowed users to navigate and shop freely as if they were at a Valentino brick-and-mortar store. The experience generated millions of views online and was awarded “Best Technology Innovation” by Women’s Wear Daily, one of the world’s most renowned fashion-industry trade journals.
Related content
Alibaba helps luxury groups find China success
https://www.alizila.com/video/christina-fontana-alibaba-luxury-brands-success-china/
Cartier launches store on Tmall Pavilion
https://www.alizila.com/cartier-launches-new-store-on-tmall-luxury-pavilion/