JD.com rolls out Toplife

Chinese retailer, JD.com, has launched Toplife, an online shopping platform that gives global brands a way to reach affluent Chinese customers via flagship stores that they can customise.

Toplife will feature a range of luxury and high-end stores from brands covering fashion, jewelry, watches, health and beauty, home furnishings, cosmetics, and electronics. Participants will get value-added services from JD, including premium 24-hour a day customer support and fulfilment, and brand-building and marketing resources. Those who have already joined Toplife include La Perla, Emporio Armani, Rimowa (LVMH), B&O Play and Trussardi. Additional companies will be available in the coming weeks, some of which will launch their first ever online stores in China, according to JD.com.

"Our deep understanding of high-end consumers has enabled us to launch a luxury e-commerce ecosystem that provides a truly premium shopping experience, and helps partners tell their brand story to local consumers," says Richard Liu, Chairman and CEO at JD.com. "Working with Toplife, luxury brands worldwide are now able to directly provide customers throughout China with a true luxury shopping experience previously only associated with high-end offline stores. Toplife aims to mirror the offline luxury shopping experience in a premium e-commerce experience."

Located in JD's Asia No. 1 fulfilment centre, Toplife facilities feature such warehouse technologies as dust-free sealed spaces, strict temperature and humidity controls, robotics, and advanced security systems to ensure consumers receive their products in perfect condition. The platform provides product delivery through JD's self-operated nationwide logistics network. Many customers will also be able to tap into JD Luxury Express, the white-glove delivery service that is currently available in major cities such as Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu.