Tmall is the most used e-commerce platform for high-end brands
Luxury is becoming more and more Chinese and global and to bring a new experience to consumers, in view of its Super Brand Day sales event on Tmall, Yves Saint Laurent Beauté organized an exclusive party in the Californian desert, bringing the event to millions of consumers in China and launching a pop-up boutique along the highway. The “YSL Beauté lipstation” is only the latest of YSL experiential activations to increase involvement with its customers.
During the party, co-hosted with Tmall in Palm Springs on April 11, some of China’s emerging music stars performed, including rapper-songwriter Lexie Liu and Sunnee Yang, a member of the Rocket Girls group. The “YSL Beauté lipstation”, which looked like an old gas station, was heading towards the city of Coachella, allowing patrons to access brands of famous designers.
Enthusiastic about the partnership Liu Bo, general manager of Tmall Marketing
“It is the energy of young consumers that drives Tmall and YSL Beauté to rigorously experiment with new ideas. This is what brought us together today,” said Liu Bo, general manager of Tmall Marketing, at the Palm Springs event.
“We are not only interested in bringing global brands to Chinese consumers, but also working directly with brands to bring innovation and new experiences into the commercial space,” Liu said.
Super Brand Day is a marketing tool that brings together all the resources of the Alibaba ecosystem
Launched in 2015, Tmall’s Super Brand Day is a marketing tool that gathers all the resources of the Alibaba ecosystem to create a reduced version of the company’s 11.1-mega annual sale for a single brand.
This can involve anything from innovative brand experiences and content collaborations to exclusive benefits and special offers. A real resource for high-end e-commerce.
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