London - Chinese online giant, JD.com, has launched a new, luxury e-commerce platform 'Toplife' which aims to rival Alibaba's Luxury Pavilion.

JD.com new platform offers Chinese consumers access to a luxury-only channel, which is set to only offer full-price items from high-end global brands. Toplife offers premium international brands an exclusive platform to connect with affluent customers by offering them local online flagship stores which they can customize. The new platform is said to offer luxury brands a high-end system which seamlessly incorporates online stores, premium customer service, and delivery as well as marketing and branding expertise in China.

JD.com goes high-end with launch of Toplife

Premium brands which work with JD.com's new platform will be able to control every aspect of their online flagship store's appearance while tapping into a wide range of resources from JD.com. Leading premium brands which have already joined Toplife include La Perla, Emporio Armani, Rimowa (LVMH) and Trussardi. Additional brands are said to join over the next coming weeks, with a number of them launching their first online stores in China via Toplife.

"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," said Richard Liu, Chairman, and CEO of JD.com. "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."

Located in JD.com leading Asian fulfillment centre, Toplife facilities include dust-free sealed spaces, strict temperatures, and humidity controls as well as advanced security systems. As part of the overall luxury shopping experience offered by Toplife, users will have access to JD.com's self-operated nationwide logistics network, such as JD Luxury Express.

The launch of Toplife sees JD.com going head to head with Alibaba's recently launched Luxury Pavilion. The e-commerce platform has unveiled this August on Alibaba's TMall shopping platform and features luxury brands such as Burberry, Hugo Boss, and La Mer. The launch of Toplife also sees JD.com continuing to position itself as the leading portal for high-end brands around the world keen on entering China's e-commerce market.

Photo: JD Luxury Express, courtesy of JD.com