Alibaba Group’s marketplace launches offline experience center

Tmall has designed a new space for showcasing brand experiences at one of Shanghai’s trendiest shopping malls, K11

Alibaba Group’s marketplace launches offline experience center. Source: alizila.com

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.

First to tap the new venue, Vans has rolled out a two-week urban art exhibition, starting July 20. Sourc: alizila.com

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.

Consumers can access the Tmall Club landing page via special invitations or keyword search. Source: alizila.com

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.

SEE ALSO: Alibaba and its fintech ecosystem

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