What: Givenchy’s JD.com mini programme officially launched, making it the latest in a raft of brands from luxury conglomerate LVMH to join forces with the Chinese e-commerce platform.

Why it is important: Even brands notoriously adverse to partnering with third-party e-commerce platforms, such as Louis Vuitton or Dior have signed on to JD.com’s mini programmes over the past year in order to better reach China’s young, digitally-native luxury consumer base.

“What we are offering LVMH, is the most tailored and customised business models, based on the brands’ needs,” Kevin Jiang, president of international business, JD Fashion and Lifestyle, with brands able to choose from a wholesale model, a marketplace flagship model (similar to that offered by rival Tmall Luxury Pavilion) and the newer mini programme option.

“The brands can completely control the customer experience, the user journey, the layout,” Jiang said of the mini programmes, which can be virtually identical to the brand’s own WeChat mini programmes.

Jiang says luxury sales on the platform have seen annual growth of over 200% year-on-year since 2019 and he expects a similar result in the year ahead.

LVMH double down on JD.com