Tmall Luxury connects with ‘new luxury’ Gen Z consumers
Alibaba’s Tmall Luxury launched three new features in a move to reach out to Chinese Gen Z customers. The goal is to “to educate, entertain and engage the new generation of luxury buyers”. The new features include:
- Soho Live: a daily livestreaming service focusing on luxury
- Soho Mag: a content-rich channel developed with fashion editors and trend-setting influencers
- an upgraded membership program offering personalized services to high-value customers
Tmall Luxury Connects High-End Brands with China’s “New Luxury” Gen Z Consumers
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