Cartier launches its new online store on Tmall Luxury Pavillon, making it the first Richemont-owned business to launch a standalone boutique on Alibaba Group’s dedicated channel for luxury and premium brands.
According to the maison, it would offer a wide range of jewelry, timepieces and leather goods in the new store and presales already began. Two new products will also be making their exclusive global debuts on Tmall Luxury Pavilion: the new Juste un Clou small model bracelet with diamonds and Guirlande chain wallet bag.
1. E-commerce is Luxury Goods Main Door to Chinese Market
Cartier will also offer Pavilion shoppers the same personalized experiences available at its brick-and-mortar retail outlets, from complimentary engraving and embossing to gift-wrapping and customized card services for select items. Due oo mark its Pavilion launch, France based luxury goods house will use the new Tmall Flagship 2.0 store format to offer the first 288 customers exclusive services.
Moreover, it will also engage consumers through Tmall marketing tools like Super Brand Day, which rallies all of the resources across Alibaba’s ecosystem to create a smaller version of the company’s annual 11.11 mega-sale for a single brand.
Cyrille Vigneron, President and CEO of Cartier International, said the Pavilion launch marks a new milestone for the luxury goods house since it entered the China market in 1992, and that the move reflects the “pioneering spirit embedded in the Maison’s DNA.” The store also allows Chinese consumers to engage with the brand in ever-more convenient and innovative ways, added Guillaume Alix, chief executive of Cartier China.