China's second-largest e-commerce website JD has officially announced the launch of its first-ever luxury online platform, “Toplife”, according to a public announcement released by the firm on October 10. The new site is a full-price online shopping platform which allows international luxury labels to set up flagship stores selling products directly to affluent Chinese consumers.

10月10日，中国第二大电商京东进行官宣，宣布其奢侈品电商平台“Toplife”正式上线。Toplife是线上购物平台，产品均为正价，国际奢侈品牌可在平台上开旗舰店，直接将产品卖给中国富裕阶级。

Luxury labels including La Perla, Emporio Armani, Rimowa and Trussardi will be the first group of users on Toplife. More brands are expected to join the site in the coming weeks.

内衣品牌La Perla、安普里奥·阿玛尼 (Emporio Armani)、旅行箱品牌Rimowa和 楚萨迪(TRUSSARDI)将成为Toplife的首批用户。未来几周更多奢侈品牌有望入驻。

The development signals JD’s efforts to further compete with its key rival, Alibaba Group, to achieve a leading position in the country’s luxury market, a sector that Bain & Company expected to see growing around two to four percent to reach approximately $305 billion this year. In August, Alibaba inaugurated “Luxury Pavilion“, a new section within its business-to-consumer site Tmall for premium and luxury brands to connect with a pre-selected group of super-wealthy customers.

京东的发展势头表露出欲与主要对手阿里巴巴竞争，以抢占中国奢侈品市场。贝恩咨询公司（Bain & Company）预期今年阿里巴巴的增长大约为2%到4%，接近3050亿美元。八月，阿里巴巴在商户-消费者网站天猫内创立了奢侈品频道Luxury Pa vilion，这个频道销售顶尖奢侈品牌，用户是由阿里巴巴预先指定的最富裕阶层。

“Like Tmall’s Luxury Pavilion, JD.com’s Toplife creates a space separate from the e-tailer’s mass-market platform in order to provide the high-end online experience that luxury brands require,” said Liz Flora, editor of Asia-Pacific research at the New York-based digital intelligence firm L2.

纽约数据调研公司L2的亚太研究编辑利兹·弗洛瑞（Liz Flora,）说：“京东的Toplife和天猫的Luxury Pavilion一样，都专门开辟了不同于大众电商市场的平台，应奢侈品牌要求只提供高端线上购物体验。”

JD’s Toplife and Alibaba’s Luxury Pavilion offer a great deal of similar service to luxury brands; both providing brands who work with them with additional offerings such as customer service, delivery, marketing and branding expertise.

Toplife和Luxury Pavilion为奢侈品牌提供的服务大同小异，都为合作品牌提供类似客服、快递、市场营销、品牌热度培训等服务。

Moreover, both platforms stress the need to connect online-to-offline (O2O) experience for luxury shoppers in China. Luxury Pavilion ultimately aims to test out Alibaba’s “New Retail” business model, which utilizes new technology to create more customized and interactive shopping experiences for consumers.

另外，两个平台都强调需要为中国奢侈品购物者创造线上购物体验。Luxury Pavilion的终极目标是为阿里巴巴试行“新零售（New Retail）”商业模型，用新技术为购物者打造更唯一、互动性更强的购物体验。

Toplife, on the other hand, considered an O2O connection as an important step for JD’s luxury expansion going forward. Ding Xia, President of JD Fashion, told Jing Daily that “omnichannel solutions are definitely something we are experimenting with, especially for fashion where fit and look are so personal.”

Toplife是京东奢侈品版图扩张与线上购物联结重要的一步。京东商城时尚事业部总裁丁霞告诉《精日传媒》（Jing Daily）：“全渠道零售正是我们现在实践的东西，衣着外貌这样私人的时尚业尤其是我们的重点。”

“We are working on allowing consumers to order multiple pieces of clothing or accessories through our white glove service and keeping only the ones that are exactly what they want. That’s what a luxury experience needs to be, online-offline,” she added.

她还说：“我们致力于让消费者在虔诚的服务中能够选择多样化服饰和配饰，然后购买最需要的那款。这就是奢侈品购物经验需要的东西，线上线下都一样。”

（翻译：阿忙）

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