What: French luxury brand strikes an innovative deal with JD.com

Why it is important: Louis Vuitton but will not sell its products via JD.com’s platform.

One of the last major luxury brands to have kept out of China’s main platforms, prioritizing direct access through its own e-commerce, Louis Vuitton partners with JD.com in a unique arrangement to expand e-commerce in China.

Chinese customers searching for Louis Vuitton on JD.com’s app will be redirected to a page dedicated to the brand, then on to Louis Vuitton’s official WeChat mini program to purchase products. This allows Louis Vuitton to access JD.com’s 472 million active customers while retaining control of the actual shopping experience.

The flexible model should also allow JD.com to attract other luxury brands in a bid to compete with Alibaba-owned Tmall’s dominant Luxury Pavilion.

Louis Vuitton Partners with JD.com to Expand E-Commerce in China