While China is destined to become the world’s leading luxury market in 2025, Ali Baba intends to develop the immersive digital experience on its Small luxury pavilion to attract these consumers. As the luxury platform celebrates its fifth anniversary, Alibaba has introduced a slew of new ways for customers to engage with luxury brands on Tmall, including AR and XR (extended reality) experiences, exclusive products accessible only through a digital “Meta Pass” and a multitude of virtual avatars, mascots and events.
The Tmall Luxury Pavilion currently has more than 200 luxury brands (instead of 150 before the pandemic) of all the major luxury groups — Hermes, Chanel, Richemont, Dry and LVMH — which together introduce more 30,000 new products on the platform every month. From 2019 to 2021, the Luxury Pavilion has seen its clientele grow by more than 150% and sales increased by nearly 300%.
To celebrate the platform’s anniversary and consolidate its dominance in online luxury, the Luxury Pavilion will host an augmented reality fashion show on September 22 in collaboration with vogue china. Instead of mannequins, “super mascots” – digital characters created by the brands – will virtually strut around a virtual runway. Viewers can interact with these super mascots in various ways, including taking selfies with them.
Luxury Pavilion is also introducing a new Meta Pass that will give shoppers priority digital access to products from brands such as Burberry and Max Mara. The blockchain-certified digital warrants will be part of the Meta Pass package that consumers who act fast enough can redeem for limited-edition products.
“We all know how digitally savvy Chinese consumers are and how quickly they are able to adopt new technologies,” Janet Wang, head of Alibaba’s luxury division, said in a statement. “Today 96% of Chinese consumers buy online, offline or cross-channel. We think the metaverse is going to be a game changer. Through these technologies, we are able to provide multi-dimensional interactions between customers and brands. »
Tmall Luxury Pavilion is also developing an XR experience which the company presented to luxury executives at a special ceremony in Shanghai. Although not yet available to consumers, the XR experience aims to further merge the physical and digital worlds. The technology was developed by Luxury Pavilion in conjunction with the XR Lab of Alibaba’s research division, DAMO Academy.
Tmall Luxury Pavilion is no stranger to the world of cutting-edge digital experiences, having already rolled out 3D shopping, AR and VR trials, digital avatars and digital collectibles. More … than 20 Luxury brands have posted digital art collectibles on the platform and held virtual fashion shows where consumers send their avatars into the metaverse to dress up in luxury goods through the avatar game. 3D “Taobao Life”. This year, cartier, Vacheron Constantin and Burberry were part of a group of brands that also offered video consultations via one-on-one livestreams with VIP customers.
To help the brands it supports prepare for this brave new frontier in retail, Tmall Luxury Pavilion plans to release a white paper this month in collaboration with consultancy Roland Berger sharing the results of these experiments. on line.
“Before ‘metaverse’ became a buzzword, we had already turned this buzzword into a commercial reality,” Wang said. “The digital world can provide consumers with shopping experiences and luxury brand identities that are the same or even better than those in the real world.”
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