The fierce online battle for luxury Chinese consumers refuses to let up. the largest online luxury retailer in China on the Nasdaq last month, JD.com has opened its own dedicated channel targeting rich Chinese shoppers, called Toplife. Unveiled on Oct. 10, the platform caters to luxury goods of all types — from fashion and accessories to health and beauty, home furnishings and electronics — and, addressing key concerns that high-end labels have over emulating the exclusive nature of the offline experience, promises more control for brands. "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," said Richard Liu, chairman and chief executive officer of JD.com. "Toplife aims to mirror the offline luxury shopping experience in a premium e-commerce experience." To that end, JD.com is enabling brands to control every aspect of their flagship's appearance, allowing 24-hour access to customer service and training fashion consultants to advise on luxury brands. Product sold through Toplife will also be stored in a special warehouse equipped with dust-free sealed spaces, strict temperature and humidity controls, and robotics.