LVMH and Alibaba Expand Alliance to Enhance Technology-Enabled Luxury Experiences

Singapore – LVMH Group, a global creator of high-quality products, and Alibaba Group, a Chinese e-commerce and technology company, announced an expanded partnership to push the boundaries of luxury experiences in China. This collaboration will leverage Alibaba’s cloud technologies and AI-driven advances in retail and online via Tmall.

The strengthened partnership is a testament to both companies’ goal to lead retail innovation and deliver unique, technology-enabled luxury experiences. Through this partnership, LVMH will be able to enhance its data, omnichannel and technology footprint in China.

As part of its innovation drive, LVMH has begun leveraging Alibaba Cloud’s generative AI capabilities, such as Model Studio (Bailian), a comprehensive AI model building platform, and Qwen, Alibaba’s proprietary multi-language model. The luxury Maison’s commitment to remaining innovative is highlighted by the innovative applications and services that have been made possible through this integration. LVMH wants to drive innovation-led growth in its global retail business and enhance its premium offerings to consumers around the world through the use of technology.

This extension of the partnership for an additional five years demonstrates a shared commitment to exploring new markets, products and technical frontiers among over thirty houses and divisions located in mainland China and Southeast Asia, including Sephora APAC and DFS. In the future, LVMH will have access to a wider range of technologies and tested goods from Alibaba Cloud. To better serve the Chinese market, it will improve consumer knowledge, speed up supply chain management procedures and further optimize corporate operations.

The announcement of the partnership’s global expansion comes after Tmall was first included in Tiffany and Chaumet’s luxury retail ventures. To date, LVMH has unveiled around thirty esteemed Maisons that are currently collaborating with Tmall Luxury Pavilion to leverage Alibaba’s digital capabilities for captivating experiences including virtual try-ons, 3D product presentations and live streaming.

The two companies have also strengthened their cooperation on a number of omni-retail projects, such as membership programs, product launches, digital replicas of famous luxury locations and one-on-one consultations. Millions of Chinese consumers will now have access to the luxury LVMH experience.

The strategic partnership between the two companies began in 2019. Since then, LVMH has used Alibaba Cloud’s data management tool, Dataphin, to operate “LVMH ATOM” China, a platform built by LVMH to provide customized services to its growing base of Chinese consumers. Moreover, LVMH leveraged Alibaba Cloud’s machine learning platform, PAI, to create customized services that meet the diverse tastes of Chinese consumers across its brands.

Speaking of partnership, Stephane Bianchi, Managing Director of the LVMH Group, said: “Alibaba is already a key and valuable partner of our Maisons and Group. Strengthening our partnership with Alibaba is designed to help us accelerate 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. Our synergistic and forward-looking collaboration will provide our customers around the world with unparalleled experiences throughout their premium shopping journey.”

Meanwhile, Eddie Wu, CEO of Alibaba Group, stated: “Alibaba is pleased to enable the transformation of high-end consumer experiences with retail leaders like 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 on Tmall. We look forward to continuing to develop our strong partnership and innovation with LVMH.”