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LVMH and Alibaba are increasing their technology presence in China

Posted on by darion

LVMH improves the quality of luxury retail in China by expanding its cooperation with Alibaba. Source: LVMH Group.

Global luxury group LVMH is increasing its omnichannel, data and technology presence in China by expanding its partnership with Alibaba.

The collaboration aims to leverage Alibaba’s cloud and artificial intelligence capabilities to enhance the luxury retail experience in China, particularly through its third-party e-commerce and mobile platform Tmall.

The partnership between LVMH and Alibaba began in 2019, with the latest expansion aimed at delivering technology-enabled luxury experiences in the Chinese market.

The move comes as luxury brands intensify efforts to engage Chinese consumers amid economic challenges.

LVMH Group Managing Director Stephane Bianchi said: “Alibaba is already a key partner for our Maisons and for the group. Strengthening our partnership will help us further accelerate the growth of our omnichannel business and continue to leverage the transformative capabilities of cloud technologies and artificial intelligence, as well as Alibaba’s world-leading expertise in e-commerce operations.

“Our forward-looking collaboration will provide our customers with an unparalleled experience throughout their premium shopping journey.”

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Since the beginning of the partnership, LVMH has adopted Alibaba Cloud’s Dataphin platform for LVMH ATOM China, a platform offering personalized services in the Chinese market.

LVMH also leveraged Alibaba Cloud’s machine learning platform, PAI, to create tailored services for Chinese consumers across its brand portfolio.

The latest announcement follows Tmall’s successful integration with luxury stores Tiffany’s and Chaumet.

LVMH introduced 30 Maisons to its luxury Tmall pavilion, leveraging Alibaba’s digital capabilities to offer immersive experiences including 3D product demos, virtual try-ons and live streaming.

Alibaba Group CEO Eddie Wu said: “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.”