LVMH improves the luxury retail experience in China by expanding partnership with Alibaba. Credit: LVMH Group.

Global luxury group LVMH is increasing its omnichannel, data and technological presence in China by expanding its partnership with Alibaba.  

The collaboration aims to use Alibaba’s cloud and artificial intelligence capabilities to improve the luxury retail experience in China, particularly through the third-party online and mobile commerce platform, Tmall. 

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The partnership between LVMH and Alibaba began in 2019, with the latest expansion intended to deliver tech-driven luxury experiences in the Chinese market.  

The move comes as luxury brands intensify efforts to engage Chinese consumers amid economic challenges. 

LVMH Group managing director Stephane Bianchi said: “Alibaba is already a key partner for our Maisons and for the group. The reinforcement of our partnership will help us to further accelerate our omnichannel business growth, and to keep on leveraging the transformative capabilities of cloud and AI technologies, along with Alibaba’s world-leading expertise in e-commerce operations.  

“Our forward-looking collaboration will deliver unparalleled experiences to our clients throughout their high-end shopping journey.” 

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Since the inception of their partnership, LVMH has adopted Alibaba Cloud’s Dataphin for LVMH ATOM China, a platform offering personalised services to the Chinese market.  

LVMH has also used Alibaba Cloud’s machine learning platform, PAI, to create customised services for Chinese consumers across its brand portfolio. 

The latest announcement follows the successful integration of Tmall into the luxury retail journeys of Tiffany’s and Chaumet.  

LVMH has introduced 30 Maisons to the Tmall Luxury Pavilion, taking advantage of Alibaba’s digital capabilities to offer engaging experiences, including 3D product displays, virtual try-ons and livestreaming. 

Alibaba Group CEO Eddie Wu said: “This comprehensive partnership has elevated the retail experience for LVMH’s customers worldwide, including China-based consumers on Tmall. We look forward to continuing to build on the strong partnership and innovation journey with LVMH.”