French luxury conglomerate Louis Vuitton is partnering up with JD.com to expand its eCommerce reach in the lucrative Chinese market.
The company, however, will not be selling directly through JD.com. Instead, it has worked out an arrangement where customers searching for its products in the JD app will be redirected to Louis Vuitton’s official WeChat mini-program, where they can purchase the full range of products.
“This is an unprecedented model which provides a seamless shopping experience, enabling more high quality consumers to enjoy all that Louis Vuitton has to offer. JD will continue to innovate in China’s luxury market to provide an unmatched experience,” said Kevin Jiang, president of international business for JD Fashion and Lifestyle.
The partnership will enable Louis Vuitton to tap JD.com’s 472 million active annual customers while maintaining control over the shopping experience. Meanwhile, it will benefit JD.com by enabling it to better compete with Alibaba’s Tmall Luxury Pavilion. JD.com and WeChat are both owned by Tencent, a key rival of Alibaba, Business of Fashion reported.
Louis Vuitton has operated its eCommerce store in China since 2017 and is reportedly one of the last players to not sell directly through the country’s leading eCommerce marketplaces.