|Photo credit : Wechat ID ecxinwen|
The recent opening of a JD.com office in Paris has been little relayed by the Chinese press. The initiative has had as little echoes as the agreement previously signed with Business France which provides for the sale of French products to Chinese consumers via the various distribution channels of JD.com for an overall volume of business of 2 billion euros.
The Chinese media are more interested in the duel between Tmall and JD.com which has taken on a new dimension since these Chinese leading e-commerce platforms launched at the end of 2017 their own platforms dedicated to the sale of luxury brands, called respectively Luxury Pavilon and Toplife.
21st Century Business Herald (21 世纪经济报道) explains that the two platforms have in common to offer brands a personalized space and to create high-end lifestyle universes. "The definition of luxury is no longer limited to bags and clothing", says the magazine, which notes that Danish brand Bang & Olufsen, as well as Dyson vacuum cleaners and dryers were among the first members of Toplife.
Interest in JD.com's strategy
The significant difference between the two platforms identified by the author of the article is that Toplife is independent of JD.com with not only its own app but also a dedicated official website, while Luxury Pavilon remains integral part of Tmall. "At the same time, Toplife is completely open to the public, while Luxury Pavilon is only accessible to consumers if they deliver a certain amount of personal data."