JD.com, China's largest retailer, announced on Tuesday the launch of Toplife, an exclusive full-price online shopping platform that gives high-end global brands a comprehensive way to reach affluent Chinese customers directly through flagship stores that they can customize.
The platform allows brands to sell directly to consumers through an end-to-end luxury e-commerce ecosystem that seamlessly incorporates online stores, premium customer service and delivery, marketing and branding expertise, and specialized warehousing and inventory. Brands will be able to control every aspect of their flagship store’s appearance, while leveraging a wide range of customer service resources from JD.com.
Toplife will feature a wide range of luxury and high-end stores from category-leading global brands covering fashion, jewellery, watches, health and beauty, home furnishings, cosmetics and electronics. Brands will get value-added services from JD, including premium 24-hour a day customer support, plus precision brand-building and marketing resources.
Marquee brands that have already joined Toplife include La Perla, Emporio Armani, Rimowa (LVMH), B&O Play and Trussardi. Additional brands will be available in the coming weeks, some of which will be launching their first ever online stores in China.
Richard Liu, chairman and chief executive officer of JD.com, said that by working with Toplife, luxury brands worldwide were now able to directly provide customers throughout China with a sophisticated online luxury shopping experience for the first time. Toplife aims to mirror the offline luxury shopping experience in a premium e-commerce experience, he said.