Alibaba partners with LVMH to improve the luxury retail experience in China

LVMH Group, a global leader in luxury products, and Alibaba Group, a leading e-commerce and technology company in China, announced on Thursday an expanded partnership to enhance the luxury experience in China by leveraging Alibaba’s cloud technologies through artificial intelligence (AI). – powered by retail and online innovation with Tmall.

The duo said in a statement that the deepened partnership represents a strong commitment to both companies’ shared commitment to pioneering retail innovation and delivering unique, technology-enabled luxury experiences, which will enable LVMH to expand its omni-channel, data and technology presence in China.

With over 30 houses and branches in mainland China and Southeast Asia (including Sephora Asia Pacific (APAC) and DFS), the extension of the partnership for another five years reflects a strong and shared commitment to explore new markets, products and technological frontiers.

Going forward, LVMH will have access to a broader range of Alibaba Cloud’s leading technologies and proven products to further optimize its business operations, improve customer insights and streamline supply chain management processes to meet the demands of the Chinese market.

“Alibaba is already a key and valuable partner of our Maisons and Group,

“Strengthening our partnership with Alibaba is designed to help us accelerate our omnichannel business growth and enhance premium luxury experiences powered by the transformative capabilities of cloud technology and artificial intelligence, as well as world-leading expertise in e-commerce operations,” said Stephane Bianchi, director managing director of the LVMH group.

According to her, their synergistic and forward-thinking collaboration will provide our global customers with unparalleled experiences throughout their premium shopping journey.

Eddie Wu, CEO of Alibaba Group, said Alibaba is pleased to enable the transformation of high-end consumer experiences in partnership with retail leaders such as LVMH through our world-class cloud computing and artificial intelligence technologies.

“This comprehensive partnership has enhanced the retail experience for LVMH customers around the world, including Chinese consumers using Tmall,

“We look forward to continuing to develop our strong partnership and innovation with LVMH,” he added.

Pursuing continuous innovation, LVMH has begun integrating Alibaba Cloud’s generative AI capabilities, including Qwen, Alibaba’s proprietary multi-language model, and Model Studio (Bailian), an end-to-end AI model building platform.

This integration has paved the way for the creation of innovative applications and services that underline the luxury Maison’s commitment to remaining at the forefront of innovation, leveraging cutting-edge technologies to enhance its luxury offering to consumers around the world, and supporting innovation-led growth within its global retail businesses.

The strategic partnership between both industry companies was initiated in 2019.

LVMH has since deployed Alibaba Cloud’s data management tool, Dataphin, for “LVMH ATOM” China, a bespoke platform designed by LVMH to provide personalized services tailored to its growing Chinese customer base.

Moreover, LVMH leveraged Alibaba Cloud’s machine learning platform, PAI, to develop custom services that cater to the varying tastes of Chinese consumers across its brands.

This announcement of the expansion of the global partnership follows the debut of Tmall’s inclusion in Tiffany and Chaumet’s luxury retail journey.

To date, LVMH has successfully launched around 30 prestigious Maisons, which are currently partnering with Tmall Luxury Pavilion to leverage Alibaba’s digital capabilities for engaging experiences such as 3D product presentations, virtual try-ons and live streaming.

The two sides have also expanded cooperation on various omni-commerce initiatives, including digital re-creation of renowned luxury properties, product launches, membership programs and personalized consultations.

This strategic move further expands LVMH’s luxury experience to millions of Chinese customers.

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