# Luxury E-Commerce Partnerships A New Gucci Tmall Store Alongside Alibaba Targets Chinese Consumers By Jana Pijak | Published 2021-01-11 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/gucci-tmall-store References: [ft](https://www.ft.com/content/72351461-2938-431f-bc1e-35d18c327a72) The first ever [Gucci Tmall](https://www.trendhunter.com/trends/Gucci-Town) store was launched virtually in China on December 21st, alongside e-commerce giant [Alibaba](https://www.trendhunter.com/trends/alibaba). In addition to a high-end e-commerce offering, Gucci will also launch a second e-retail beauty outlet in February in partnership with US-based company [Coty](https://www.trendhunter.com/trends/marc-jacobs-beauty1). Responding to a post-COVID boom in luxury sales -- a result of China's success in controlling the spread of coronavirus and its economic recovery -- Gucci is hoping to engage a growing online shopping market, described as "the most dynamic growth engine for Chinese luxury spending." After hesitating to work with discount e-commerce platforms in the past due to instances of counterfeit inventory, Gucci is changing its retail strategy with a more pragmatic marketing approach, one that targets Chinese luxury consumers more organically and locally. Image Credit: Bloomberg, Financial Times ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 76% | Activity: 82% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Luxury E-commerce:** The luxury industry should invest in E-commerce platforms to attract the growing online shopping market following the COVID-19 pandemic. - **Sustainable Luxury:** Luxury brands can enhance their brand value and appeal to eco-conscious customers by incorporating sustainable practices in the production process. - **Localized Luxury Marketing:** Luxury brands can target Chinese luxury consumers more organically and locally by utilizing more effective and localized marketing strategies. ### Industries Being Reshaped - **Fashion Industry:** The fashion industry should invest in E-commerce platforms and develop more sustainable production processes to stay relevant and appeal to eco-conscious customers. - **Beauty Industry:** The beauty industry can attract more customers by partnering with luxury retailers and incorporating sustainable practices in their production process. - **Luxury Retail Industry:** The luxury retail industry has an opportunity to expand its customer base by utilizing more effective and localized marketing strategies to target Chinese luxury consumers. ## Related on Trend Hunter - [Interactive Luxury Brand Universes](https://www.trendhunter.com/trends/Gucci-Town.md) - [Globally Expanding Fashion Brands](https://www.trendhunter.com/trends/scotch-soda.md) - [Luxury Fashion House Expansions](https://www.trendhunter.com/trends/launch-on-nykaa.md) - [Online Luxury Resale Platform](https://www.trendhunter.com/trends/luxury-consignment-platform.md) - [Social E-Commerce Platforms](https://www.trendhunter.com/trends/tiktok-4.md) - [Luxury NFT Art Marketplaces](https://www.trendhunter.com/trends/superrare.md) - [Social Media Pre-Owned Luxury Marketplaces](https://www.trendhunter.com/trends/leprix-1.md) - [Interactive Shopping Streams](https://www.trendhunter.com/trends/amazon-ads.md) - [Designer-Led E-Commerce Partnerships](https://www.trendhunter.com/trends/willy-chavarria1.md)