Chinese e-commerce company JD.com has launched the new Toplife online shopping platform in order to provide high-end global retail brands exclusive access to affluent customers.
The new platform will allow brands to operate through customisable flagship stores.
The company noted that it considered the demand for a dedicated, independent sales platform for luxury goods to ensure a similar experience to offline stores.
Using an end-to-end luxury e-commerce ecosystem, brands can now sell their products directly to consumers.
JD.com chairman and CEO Richard Liu said: “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.
“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.”
Some of the features incorporated in the platform include online stores, premium customer service and delivery, marketing and branding expertise, and specialised warehousing and inventory.
Categories such as fashion, jewellery, watches, health and beauty, home furnishings, cosmetics, and electronics will be hosted on the channel.
JD.com will provide value-added services, including round-the-clock customer support and fulfilment, as well as precision brand-building and marketing resources to brands who sign up for the platform.
Products purchased through Toplife will be delivered using JD’s logistics network.
The company also noted that its Toplife customers can avail JD Luxury Express, the white-glove delivery service that is currently available in Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu.