京東和阿里巴巴惡戰打響

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，中國第二大電商京東進行官宣，宣佈其奢侈品電商平臺“Toplife”正式上線。Toplife是線上購物平臺，產品均爲正價，國際奢侈品牌可在平臺上開旗艦店，直接將產品賣給中國富裕階級。

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.

內衣品牌La Perla、安普里奧·阿瑪尼 (Emporio Armani)、旅行箱品牌Rimowa和 楚薩迪(TRUSSARDI)將成爲Toplife的首批用戶。未來幾周更多奢侈品牌有望入駐。

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.

京東的發展勢頭表露出欲與主要對手阿里巴巴競爭，以搶佔中國奢侈品市場。貝恩諮詢公司（Bain & Company）預期今年阿里巴巴的增長大約爲2%到4%，接近3050億美元。八月，阿里巴巴在商戶-消費者網站天貓內創立了奢侈品頻道Luxury Pa vilion，這個頻道銷售頂尖奢侈品牌，用戶是由阿里巴巴預先指定的最富裕階層。

“Like Tmall’s Luxury Pavilion, ’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.

紐約數據調研公司L2的亞太研究編輯利茲·弗洛瑞（Liz Flora,）說：“京東的Toplife和天貓的Luxury Pavilion一樣，都專門開闢了不同於大衆電商市場的平臺，應奢侈品牌要求只提供高端線上購物體驗。”

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爲奢侈品牌提供的服務大同小異，都爲合作品牌提供類似客服、快遞、市場營銷、品牌熱度培訓等服務。

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，兩個平臺都強調需要爲中國奢侈品購物者創造線上購物體驗。Luxury Pavilion的終極目標是爲阿里巴巴試行“新零售（New Retail）”商業模型，用新技術爲購物者打造更唯一、互動性更強的購物體驗。

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是京東奢侈品版圖擴張與線上購物聯結重要的一步。京東商城時尚事業部總裁丁霞告訴《精日傳媒》（Jing Daily）：“全渠道零售正是我們現在實踐的東西，衣着外貌這樣私人的時尚業尤其是我們的重點。”

“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.

她還說：“我們致力於讓消費者在虔誠的服務中能夠選擇多樣化服飾和配飾，然後購買最需要的那款。這就是奢侈品購物經驗需要的東西，線上線下都一樣。”