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Yoox Net-A-Porter follows H&M into Chinese online market with Tmall store

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Yoox Net-A-Porter has joined the growing number of European brands selling via Alibaba’s marketplace Tmall.

The flagship store on Tmall Luxury Pavilion will offer the latest season collections sold by the two brands Net-A-Porter and Mr Porter. The launch falls under the auspices of Feng Mao, a new joint venture between Yoox Net-A-Porter and Alibaba.

The store targets online luxury customers in China with curated homepages, customised brand pages, product recommendations, personalised content and exclusive VIP awards.

A promotional campaign will begin in the second week of October.

Jérôme Lambert, CEO of parent company Richemont, said: “The unveiling of the Net-A-Porter flagship store on Tmall Luxury Pavilion is an important first step in the development of our long term partnership with Alibaba. Together, we seek to address the sophisticated needs of the Chinese luxury clientele and capture this unique growth opportunity.

“This partnership will set new standards for the future of luxury online. We look forward to sharing the success of the Net-A-Porter flagship store with more brand partners as the joint venture evolves.”

Federico Marchetti, CEO of Yoox Net-A-Porter group, said: “This game-changing partnership between Richemont, Alibaba and Yoox Net-A-Porter unites three world leaders who together are redefining the way Chinese customers shop for luxury.

“Net-A-Porter’s flagship store on Tmall Luxury Pavilion will become the online destination where luxury brands want to be in China, leveraging Net-A-Porter and Mr Porter’s two decades of expertise and pioneering innovation. Chinese shoppers can explore a unique selection of the world’s most desirable brands carefully curated just for them, enhanced by an unmatched personalised experience and exclusive products that cannot be found elsewhere.”

Jiang Fan, president of Taobao and Tmall, said: “This partnership between Alibaba and Yoox Net-A-Porter is bringing Chinese consumers unprecedented access to the world’s leading luxury brands.

“Together, we will deliver an elevated, seamless, and rich luxury experience for Chinese consumers. We are confident this flagship store opening is just the beginning of a long-term partnership that will benefit China’s luxury consumers and the world’s luxury brands who want to reach them.”

According to Alibaba, 2018 saw Tmall stores double. Tmall has been making a concerted effort to win European brands, introducing an English language website in July. This aims to streamline the onboarding process for new brands and offer information about the marketplace

H&M womenswear brand & Other Stories announced in June it would launch a store on Tmall. Several H&M brands already sell via the marketplace.

Image: Yoox Net-A-Porter/Twitter

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