In a world where online sales are increasingly important, luxury brands have had to adapt their business models in order to stay competitive. One successful example is the Burberry Tmall store, which has seen significant growth since launching in 2014. Let’s take a look at what makes this eCommerce journey so successful.
Burberry on Tmall: Mastering the Art of Luxury Fashion Retail in China
As Burberry continues to strengthen its presence in the Chinese market, its strategic partnership with Tmall, Alibaba’s leading e-commerce platform, plays a pivotal role. This collaboration is an excellent case study of how Western luxury fashion brands can successfully navigate and flourish in the dynamic and competitive Chinese market. Here’s a deep dive into Burberry’s strategies and successes on Tmall for 2024-2025.
Strategic Brand Placement and Digital Storefronts
- Customized Flagship Store: Burberry has leveraged Tmall’s Luxury Pavilion to set up a bespoke digital storefront that mirrors the brand’s prestigious retail ambiance. This platform allows Burberry to maintain its luxury aesthetic and ensures that the brand experience aligns with customer expectations both online and offline.
- Exclusive Collections: Burberry often launches Tmall-exclusive collections, which helps to attract and retain the platform’s vast user base. These exclusive releases not only generate buzz but also cater to the unique tastes and preferences of Chinese consumers, emphasizing local relevance.
Innovative Marketing Campaigns
- Seasonal Campaigns: Burberry utilizes Tmall to launch targeted marketing campaigns around Chinese festivals and holidays, such as Chinese New Year and Singles’ Day (11.11), which are key shopping periods in China. These campaigns often feature limited-edition products and thematic storytelling that resonate with cultural nuances.
- Augmented Reality Experiences: Incorporating AR technology, Burberry offers immersive experiences that allow consumers to engage with the brand in novel ways directly from their mobile devices, such as trying on clothes virtually or interacting with digital campaigns in physical spaces.
Opening of Burberry Tmall Store
Burberry’s conquest of China has already started. In April 2011, Burberry did a lot of buzz in China and opened the first high-tech store of the brand in Beijing.
Tmall.com is currently China’s biggest business-to-consumer marketplace and one of the three e-commerce sites owned by Chinese online giant Alibaba, offering custom-built brand platforms for a lot of national and international brands.
With the launch of its digital storefront on 24 April 2014, the British luxury brand Burberry has become the first premium brand to join the Chinese company Alibaba Group’s online marketplace, Tmall.com. The store opening is related to the launch party for Burberry’s new Shanghai flagship store. Burberry now has a network of 78 stores in China and plans to reach 100 in the next five years. Thus, Burberry will settle in the 40 most important cities in China. Soon, China should represent 50% of the sales of the brand according to Angela Ahrendts, CEO of Burberry Asia Pacific.
Burberry’s new Shanghai flagship store
The Tmall.com store offers special customer perks in order to be closer to their customers, attract them, and provide them with a richer online experience.
A way for Burberry to connect digitally-focused consumers
“The official Burberry Tmall store offers the purest articulation of the Burberry brand on any of the Alibaba Group’s platforms to date. This innovative collaboration with China’s largest online retail platform, allows Burberry to connect digitally-focused consumers to an authentic representation of the brand. The new tie-up is a first for any luxury brand and reflects a shared commitment to offering Chinese consumers the best in luxury experiences across all of Alibaba Group’s platforms.” commented Burberry in an official statement.
Burberry’s decision to open a virtual store on Tmall.com demonstrates that China’s e-commerce market is exploding and that Burberry’s objective is to expand its reach in the country.
Engagement Through Tmall’s Ecosystem
- Livestreaming: Burberry taps into Tmall’s livestreaming capabilities to broadcast real-time fashion shows and product launches. This strategy not only drives immediate sales but also enhances customer engagement by bringing the exclusive world of runway shows to consumers’ fingertips.
- Alibaba’s Big Data Analytics: Utilizing the extensive data analytics provided by Alibaba, Burberry gains insights into customer preferences, purchase behaviors, and trend forecasts. This data drives more informed decision-making regarding inventory, marketing strategies, and customer relationship management.
Loyalty Programs and Personalized Services
- Tmall’s Loyalty Integration: Burberry integrates its global loyalty program with Tmall’s platform, offering seamless rewards and recognition to customers across both platforms. This integration ensures that loyalty benefits are accessible and add real value to the customer’s shopping experience.
- Personalized Shopping: By leveraging Alibaba’s AI capabilities, Burberry offers personalized product recommendations, tailored shopping experiences, and customized customer service on Tmall, enhancing consumer satisfaction and loyalty.
Sustainability and Corporate Responsibility
- Eco-conscious Collections: Reflecting the growing trend towards sustainability in China, Burberry showcases its commitment to the environment by promoting its eco-friendly lines and sustainable practices through Tmall, appealing to the environmentally conscious Chinese consumer.
Conclusion
Burberry’s strategic use of Tmall as a gateway to China’s luxury fashion market exemplifies how a tailored approach, combined with innovative technology and deep market insights, can significantly amplify a brand’s reach and impact. As Burberry continues to innovate on Tmall, it sets a benchmark for luxury brands aiming to captivate and expand their customer base in China’s bustling e-commerce landscape. This strategy is not just about selling products but about crafting a compelling brand story that resonates with the sophisticated expectations of Chinese consumers
Burberry’s struggling against counterfeit products
Tmall Store
Thanks to the partnership with Tmall.com, Chinese customers who want to buy Burberry’s products from the digital store have the assurance that the products are genuine because all Tmall.com merchants must ensure the authenticity of their wares before joining the marketplace. Thus, thanks to its collaboration with Tmall.com, Burberry will strengthen its struggle against counterfeit products, which represent a large number in China and Asia.
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2 comments
Hannah_:)
Maybe Burberry was one of the first to open a Tmall store, cause now I feel like there are a lot of luxury brands on Tmall no?
Dolores Admin
The number is increasing yes, but it is still abysmal.
Many of them are on the Luxury Pavillion section of Tmall which is not that easily accessible but that has the advantage to be for Luxury Brand only, giving those brands a platform for themselves.