Gucci opened its first flagship store on Alibaba’s Tmall, an e-commerce platform for B2C online retail in China. The partnership aims to offer more than 750 million Chinese consumers on the platform an opportunity to experience and purchase items from Gucci’s fashion collections.
Gucci was an earlier entrant to China’s digital ecosystem, launching on Weibo in 2011 and building its own website Gucci.cn in 2017. The Italian luxury brand has built a strong presence on China’s most important social media platforms since then, adding messaging platform WeChat in 2013 (it has an ongoing partnership with owner Tencent), and Little Red Book (Xiaohongshu) and Douyin in 2020. But it held out from launching e-commerce elsewhere until now over counterfeit concerns and a preference for direct sales. The shift to Tmall is indicative of the need to embrace the all-important Chinese consumer across multiple platforms as international travel stalls and Chinese spending rebounds.
The digital store connects Gucci Beauty products with more than 770 million Chinese consumers on the Tmall platform, who will now have the opportunity to experience and purchase items from Gucci Beauty’s full range of make-up and fragrances, including favorites Rouge à Lèvres Mat lipstick and Poudre De Beauté Mat Naturel face powder. The collaboration provides consumers with a world-class experience and trusted shopping environment, whilst enabling Gucci Beauty to significantly scale up its reach and engagement within the Chinese luxury market.
To join the Tmall Luxury Pavilion, Gucci marks the beginning of a deepened strategic partnership with China’s leading e-commerce platform. In addition to the fashion store, Gucci’s beauty flagship store will open in February 2021, providing Chinese consumers with exclusive access to Gucci’s full range of make-up and fragrances.
Sources close to Gucci said Luxury Pavilion offered the best consumer experience, a key concern for brands like Chanel and Hermès who have held out on e-commerce sales globally. Gucci sales in Asia-Pacific rose 10.6 per cent in the third quarter.