Chanel moves in on Chinese market

The luxury brand's beauty offering will now be available on China's e-commere platform Tmall

Luxury French beauty brand Chanel has made its digital debut on Chinese e-commerce site Tmall.

Set to launch on the platform’s premium Luxury Pavilion section, customers will now be able to shop Chanel’s full skin care, make-up and perfume range.

This will be the only site where Chinese consumers will be able to shop its products.

This retail expansion is a big step for the luxury brand, which is famously rigorous on its e-commerce policy.

Today, Chanel customers can only shop its beauty and fragrance ranges online, while its jewellery and fashion products are only available in-store.

According to Tmall’s General Manager of Fast-Moving Consumer Goods, Mike Hu, the platform has been well received in the market, which went on pre-sale last week.

He said: “In only three days of launching its pre-sales campaign, Chanel’s store has attracted thousands of followers.

“We look forward to partnering with this world-class luxury brand, to explore even more digital innovations at the forefront of luxury e-commerce.”

He also said the platform has seen “significant growth” in its high-end beauty, from brands including Givenchy, Giorgio Armani and Tom Ford Beauty.

The news comes hot on the heels of L’Oréal’s announcement that Chinese consumers now generate 10% of its global sales.

It also revealed earlier this month Giorgio Armani Beauty products will now be available to virtually try-on via China’s WeChat app.

Read more Chanel coverage on Cosmetics Business via the links below: