HONG KONG — Alibaba’s pitch for luxury brands is in full swing.
On Thursday, the Chinese e-commerce firm unveiled enhancements to its Intellectual Property Protection platform, a step in its fight against the problem of counterfeit goods on its platforms, and jump-started its new online pop-up functionality on Tmall, called Tspace, in a collaboration with Loewe.
The updated IPP platform, which has been operational for one month, allows “almost all cases submitted by rights holders were handled and closed within 24 hours, among which more than 80 percent of the listings were also taken down,” Alibaba said in a statement.
That compares to the three- to four-day average time the same process would take last year.
“Brand trust is core to our mission,” said Jessie Zheng, Alibaba’s chief platform governance officer. “Our enhanced platform, along with significant progress in other important initiatives all showcase the industry best practices Alibaba is creating for the benefit of all our stakeholders.”
The week prior, the company made significant headway in winning over the luxury conglomerates. It announced a new anticounterfeiting alliance with Kering, similar to the agreement it already had in place with LVMH, in a move that also settled the lawsuit Gucci’s owner had filed against it in a New York court.
That paved the way for the first-phase launch of Alibaba’s invite-only luxury platform last week, offering products ranging from clothes and skin-care products to watches and luxury cars. The luxury pavilion includes brands such as Burberry, Hugo Boss, Guerlain and Zenith.
It followed that up Thursday with the unveiling of a special flash sale with Loewe featuring the Spanish brand’s signature “Barcelona” handbag — the first online venture in the China market for the LVMH Moët Hennessy Louis Vuitton-owned brand, and marks the first company to use Tmall’s Tspace, a new online pop-up store marketing tool to hold the 24-hour flash sale.
The limited-edition 99 bags adorned with heart prints have been designed for Chinese Valentine’s Day, which falls on Aug. 28 this year, and are priced at 15,900 renminbi, or $2,380, each.
Pre-sales for the bag begin at midnight Aug. 11 and last through to Aug. 18, during which shoppers will be able to put deposits on the style. Alibaba VIP members will be allowed access a day ahead of other shoppers.