JD.com launches high-end e-commerce platform Toplife

By Natasha Spencer

- Last updated on GMT

Related tags Lvmh Luxury good Branding

JD.com launches high-end e-commerce platform Toplife
Aiming to offer the optimum online shopping experience, JD.com now prepares to give brands a luxury-only direct channel to Chinese consumers through Toplife.

Self-proclaimed as the largest e-commerce company in China and the country’s largest retailer by revenue, JD.com unveils its new, exclusive full-price luxury online shopping platform.

Reaching Chinese affluence

Revealing its strategic online move on 10th October 2017, JD.com’s latest platform, Toplife,  strives to provide sophisticated global brands “a comprehensive way to reach affluent Chinese customers directly through flagship stores that they can customise”.

Through market research relating to the recent launch, Toplife appreciates that many high-end brands and consumers “prefer a dedicated, independent sales platform for luxury goods, to ensure a premium, differentiated experience consistent with a luxury brand’s own offline stores”​.

High-end customer service action

Individual brands featured on the platform can sell directly to consumers through “an end-to-end luxury e-commerce ecosystem that seamlessly incorporates online stores, premium customer service and delivery, marketing and branding expertise, and specialised warehousing and inventory”.

Every aspect and element of the flagship store’s appearance can be modified, while also accessing customer service resources from JD.com to leverage its presence.

Luxury and high-end stores from category-leading global brands, selling cosmetics and health and beauty will be on display. 24-hour a day customer support and fulfilment, precision brand-building and marketing resources will be available for featured brands.  

Premium shopping experience

La Perla, Emporio Armani, Rimowa (LVMH), B&O Play and Trussardi are some of the labels that appear on the Toplife platform. In some instances, a name’s presence is their first appearance on a China-focused online store.

“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,”​ relayed Richard Liu, Chairman and CEO of JD.com.

Emphasising the importance of offering luxury to Chinese consumers, Liu added: “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.”

Developing Chinese logistics

To support its objective to offer the overall luxury shopping experience, Toplife provides “rapid and secure product delivery through JD’s leading self-operated nationwide logistics network”​, the company stated in its recent press release.

The high-end brand also announced its JD Luxury Express service, the white-glove delivery service that is currently accessible for consumers shopping in major cities including Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu.

Customer support is also a big focus of the brand, which now boasts a new team of in-house fashion consultants that are “specially trained to advise customers of luxury products on their purchases”.

By producing a user-friendly website, native mobile apps, and WeChat and Mobile QQ entry points, JD.com has grown its fulfilment infrastructure. As of 30th June 2017, the business operates seven fulfillment centres and 335 warehouses, covering 2,691 counties and districts across China.

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