Three years in, the luxe platform has nearly 200 brands.

Show content will be shared next week across Alibaba’s Youku video-streaming platform, Taobao and Tmall e-commerce platforms, reaching a combined 900 million viewers.

Amazon’s new app is about a lot more than simply selling luxury goods.

The e-commerce site invites in new brands after first-quarter results show it is back to pre-COVID-19 levels of business.

Tmall’s prestige beauty sales grew 90 percent, whereas JD.com’s advanced 74 percent this June versus June 2019, according to The NPD Group.

Traditionally a category that favors brick-and-mortar, new digital tools and formats like live streaming have helped cosmetics sales soar.

“You can’t be a successful global brand without a solid China business — it’s just not possible these days,” said Sarah Creal, cofounder and chief executive officer of Victoria Beckham Beauty.

Yves Saint Laurent sold more than 100,000 lipsticks in two weeks, and sales of La Mer grew eightfold since the beginning of May on the platform.

Farmacy and Fenty Beauty are among the brands launching with Sephora on Tmall.

But for now, the retailer is navigating its way out of the crisis with curbside pickups, reduced inventory and possible rent abatements.

The online store marks the brand’s first expansion outside Europe and will be a test for future physical stores in China.

With unprecedented levels of stock to liquidate and consumers tightening their wallets, the platform jumps into the off-price game.

Tmall recorded 12 million more daily orders in March, while the group introduced an initiative to help small and medium-sized enterprises.

Prada Group is activating a series of digital and physical campaigns to boost its sales in post-conovavirus China.

Some 150 brands will broadcast from March 24 to 30 via a special portal on Alibaba’s Tmall to its 800 million monthly active users.