Tmall has designed a new space for showcasing brand experiences at one of Shanghai’s trendiest shopping malls, K11
Starting this week, Alibaba Group’s B2C online marketplace will partner with brands to feature pop-up activations exclusive to the venue. Bobbi Brown, Make Up For Ever, Abercrombie & Fitch, Swisse, Oral-B and Scotch whisky brand Ballantine’s are also among the first to leverage the space to reach Chinese consumers.
The experience starts online when Tmall sends invitations to the brand’s premium customers, although anyone can sign up using the website for Tmall Club, the platform’s experiential-marketing unit. By gauging initial interest from consumers, the brands gain insight into who will participate, which allows them to better engage those consumers offline – and even after the event ends.
Since launching in 2017, Tmall Club has partnered with over 200 brands to offer premium shoppers what it calls “ultimate experiences,” such as taking a dip in the Dead Sea to feel the minerals used in beauty company Ahava’s products, dining on the Great Wall, test-driving cars at the Porsche Experience Center, joining an exclusive, after-hours tour of London’s British Museum or visiting the source of Evian’s mineral water in the French Alps.
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