JD.com, China’s largest online retailer, announced the launch of Toplife, a new 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. Toplife will feature a wide range of luxury and high-end stores from category-leading global brands covering fashion, jewelry, watches, health and beauty, home furnishings, cosmetics, and electronics. 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 launch their first ever online stores in China.
“Our deep understanding of high-end consumers has enabled us to launch a luxury e-commerce ecosystem that provides a truly premium shopping experience, and helps partners tell their brand story to local consumers,” said Richard Liu, Chairman and CEO of JD.com. “Working with Toplife, luxury brands worldwide are now able to directly provide customers throughout China with a true luxury shopping experience previously only associated with high-end offline stores. Toplife aims to mirror the offline luxury shopping experience in a premium e-commerce experience.”