Retail in Asia


LVMH renews partnership with Alibaba for omni-channel growth in China

LVMH Group has forged an extended partnership with Alibaba Group, China’s leading e-commerce and technology company.

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This collaboration aims to redefine the luxury retail experience in China by leveraging Alibaba’s cloud technologies and AI-powered innovations in both physical retail and online platforms like Tmall.

Stephane Bianchi, group managing director of LVMH, said the partnership with Alibaba would continue to accelerate LVMH’s omni-channel business growth. LVMH already uses Alibaba Cloud products such as Qwen, a proprietary large language model. Another product powers the LVMH Atom, which delivers personalised services tailored to LVMH’s Chinese customer base.

“Our forward-looking  collaboration will deliver unparalleled experiences to our clients throughout their high-end shopping journey,” said Bianchi. 

Currently, LVMH has over 30 maisons and divisions within mainland China and Southeast Asia, including Sephora APAC and DFS.

The announcement follows the integration of Tmall into Tiffany’s and Chaumet’s luxury retail journey in mainland China.

LVMH has introduced around 30 prestigious maisons to partner with Tmall Luxury Pavilion, utilising Alibaba’s digital capabilities to provide experiences such as 3D product displays, virtual try-ons, and livestreaming.

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Eddie Wu, chief executive officer of Alibaba Group, added: Alibaba is pleased to enable a  transformation of the high-end consumption experience with retail leaders like LVMH. This comprehensive partnership has elevated the retail  experience for LVMH’s customers worldwide, including China-based consumers on Tmall.