What: To attract Chinese millennials, Alibaba has used the “single day” occasion to celebrate five years of the Luxury Pavilion by expanding its metaverse and liveshopping initiatives.

Why it is important: With 67% of their customers being Chinese millennials, Alibaba’s Tmall Luxury Pavilion has addressed the best ways to engage with this new generation by utilizing their virtual influencer Timo who will highlight products of various partner brands, along with 3D digital collectables.

Customers have access to the Pavilion’s Meta Pass which gives them priority on certain product releases and events. The Luxury Pavilion also incorporates various levels of liveshopping with some events open to all customers and other invite-only events targeted to select members based on platform data.

Alibaba’s Tmall Luxury Pavilion has benefited from the strong repatriation of Chinese luxury consumption as it saw a 153% acceleration in the number of active customers between 2019 and 2021.

Alibaba’s Luxury Pavilion mixes metaverse and liveshopping