Alibaba’s group-owned shopping site Tmall has announced a new partnership with beauty brands, including Lancome and Estee Lauder, as well as an updated suite of New Retail solutions for the beauty product merchants, which will help reach out to more Chinese customers.
As part of its new initiative, Tmall will be working with French and American beauty brands including SK-II and Olay, to help them cross RMB1 billion ($157.9m) an annual sales on the platform through the updated New Retail solutions.
New Retail initiative include a new ‘try-before-you-buy’ feature, where users can test the product by depositing 10% of the product cost price.
Tmall president Jet Jing said: “Our partnership with brands will cover every corner from online to offline. We will be consistently involved in daily operations ranging from product innovation, brand building, channel management, supply chain to customer operations.”
Additionally, Tmall will be partnering with French cosmetics company L’Oreal to install Magic Mirrors in nearly 50 of its stores in China.
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Currently, Tmall offers more than 3,000 beauty brands on its platform, including LVMH-owned Givenchy, L’Oreal’s Giorgio Armani Beauty and Estee Lauder’s Darphin.
Giorgio Armani Beauty China market general manager Andrea Yann said: “After two years of very successful acceleration in China, we felt this is the right timing to join Tmall to push artistry and premium-ness of the brand.
“Our plan is really to understand from Alibaba’s database what are the main beauty concerns of Chinese women to solve their beauty issues, be very personalised still being seen as very artistry and premium.”
Tmall Supermarket is also planning to expand its one-hour delivery service to more regions under its New Retail programme.