Jo Malone London opens virtual shop on China’s Tmall
Perfumer Jo Malone London has opened a new store on China’s Tmall online marketplace.
Apart from the brand’s website, the Alibaba-owned marketplace is Jo Malone’s only other ecommerce channel in China. The offering on Tmall will include all Jo Malone products available in the country including its new limited-edition “Blossom Girls” collection and “Queen of Pop” bath and body line.
“Tmall is a very special platform, and they share our pioneering and entrepreneurial spirit,” said Leonardo O’Grady, vice president of consumer marketing at Jo Malone London. “Unlike any other platform, they promise and offer us an opportunity to connect with China in a way that probably no other online platform can.”
According to a report by Tmall and the Alibaba Group owned data intelligence firm CBNData, perfume sales across the Chinese ecommerce giant’s platforms grew by 53.7% year-on-year in its fourth quarter.
Shoppers on Tmall can also personalise their Jo Malone fragrances by combining scents. This was achieved through a partnership with Tmall in which a new virtual experience for consumers has been developed by hundreds of engineers and fragrance experts from both sides.
Eric Wang, director of strategic partnership development at Tmall, said: “Its most important value lies not only in its ability to help consumers overcome the usual barriers of purchasing fragrances online but also its power to build an emotional connection for consumers as they go on a highly personalised journey to find their signature scent.”
In addition to the Tmall store, Jo Malone has also opened a virtual shop on the site’s Luxury Pavilion.
