Cartier launches store on Tmall to connect with 'young and sophisticated' Chinese audience

Luxury brand Cartier has partnered with Alibaba to launch an online store on its Tmall Luxury Pavillion platform.

Cartier, which first launched an online store in China in 2015, has opted to also open an online store on Tmall, citing a new online audience that is hungry for innovation.

Guillaume Alix, Cartier China's chief executive, said: “In China, Cartier has the privilege to engage with a young and sophisticated audience that is used to experiencing online journeys as much as offline ones. It is critical for them to have the opportunity to interact with our Maison through a rich variety of touchpoints. Starting from the launch on Tmall, Chinese clients will be further empowered to explore the Cartier’s creations and services in more convenient and innovative ways.”

To launch the shop, the brand has launched exclusive products for Tmall, including the Juste un Clou small model bracelet with diamonds and a new Guirlande chain wallet bag. The Tmall shop will have Cartier’s full range of products and offer personalisation services, according to the brand.

Mike Hu, general manager of Tmall Fashion, Luxury and FMCG, said: "Alibaba is committed to unlocking new value for brands. In today’s luxury landscape, it is critical to engage with both Gen Z and classic luxury consumers, and providing consumers with the most personalized experience is a crucial step for the growth of luxury brands. As such, Cartier’s Tmall flagship boutique will adopt the new Tmall Flagship Store 2.0 model, providing a virtually perfect brand experience for its targeted consumer groups. Looking forward, we will help Cartier leverage Alibaba’s Business Operating System to further upgrade its digital strategy."

The store will officially launch with a ceremony alongside Tmall’s Super Brand Day in February, with content being teased across Weibo using the hashtag #Let’sCartier.