SHANGHAI — To celebrate the launch of a new flash sales luxury channel partnership, Mei.com and Alibaba Group hosted an interactive fashion show in Shanghai on Wednesday night.
The red carpet featured celebrities from abroad, including Olivia Palermo, who styled one of the runway looks, as well as Chinese singers Chris Lee and Tia Ray — with the latter performing a few numbers during the show. Several hundred VIP clients and customers of Mei.com and Alibaba’s TMall, along with China’s fashion media, attended the event, held at the former site of Shanghai’s 2010 World Expo. The show featured looks from Mei.com styled to represent the fashion ethos of the world’s four major style capitals — London, Paris, New York and Milan.
Eighty of Mei.com’s luxury brand partners (including Sergio Rossi, Proenza Schouler, Stuart Weitzman, Carven, Zegna and Moschino) had their clothes and accessories featured as part of the show, which was live-streamed to an expected audience of 10 million consumers who were able to buy looks as they made their way down the runway. A Tmall spokeswoman said the company was very pleased with sales results from the event, although she declined to give specific figures.
“We are combing technology, entertainment and retail together, the idea is that people will be able to buy as the show happens and it’s the first time we are doing anything like it,” said Mei.com chief executive officer Thibault Villet.
“The reason we are able to do it is because of our allegiance with Alibaba. This partnership is giving us access to the great technology they have, there’s no doubt about that.”
This was the official launch for the Mei.com luxury flash sales channel on TMall’s mobile app, which has actually been operational for a few weeks already.
The partnership brings together the reach of China’s largest business-to-consumer e-commerce platform, in TMall, with the expertise and brand partnerships of Mei.com, who have been selling luxury through a flash sales e-commerce model to Chinese consumers since 2010.