Alibaba Group’s Tmall online marketplace has unveiled a new space for showcasing brand experiences at Shanghai shopping mall K11.
This will enable companies to target Chinese consumers with exclusive pop-ups, including a street culture exhibition from American skate-shoe brand Vans and live band performances. Bobbi Brown, Make Up For Ever, Abercrombie & Fitch, Swisse, Oral-B and Ballantine’s are among the first to sign up.
Tmall sends invitations to its premium customers, although anyone can sign up via Tmall Club. “As a key destination for brand building, Tmall needs to help brands connect their members with their physical stores and events and bring one-of-a-kind experiences to consumers,” says Liu Bo, General Manager at Tmall and Taobao Marketing.
“Brands might feel reluctant to expand traditional retail stores to smaller cities, but they are very open to adopting this pop-up approach.”