From Balenciaga to Van Cleef & Arpels, top luxury brands are launching live streaming on Tmall

Another top luxury brand has joined Tmall’s live streaming. This time it’s Van Cleef & Arpels.

At 9 pm on August 5, Van Cleef & Arpels launched the brand’s first global live broadcast at its official flagship store on Tmall.

In this 80-minute live broadcast, there was no traditional 1, 2, 3 link, no product promotion, and no need to compete with hand speed. Two senior executives, the President of Van Cleef & Arpels Asia Pacific and the Managing Director of Van Cleef & Arpels China , appeared in the live broadcast room and told consumers the brand story, allowing the audience to follow the brand 's lens and appreciate the "Poetry of Time" limited-time experience space together, and also tasted rare watches and jewelry together. The whole live broadcast received 57,000 likes and was very popular.

On August 5, 2023, Van Cleef & Arpels will premiere globally on its Tmall official flagship store

The limited-time experience space seen in the live broadcast will be officially open to the public in Beijing from August 7 to 23. For ordinary people, the live broadcast on the evening of the 5th will give them a chance to feast their eyes and "explore" in advance. At the same time, they can also make an appointment for this offline experience space through the flagship store with one click. This undoubtedly attracted the attention of many young people, who came to the flagship store to comment and interact.

At the same time, this live broadcast was praised by netizens as "a breath of fresh air in the live broadcast industry" because it did not sell goods but only told stories.

Van Cleef & Arpels has always been recognized as a top luxury benchmark brand in the industry. On Tmall Luxury, it was once one of the top ten brands most loved by Generation Z. In June this year, Van Cleef & Arpels launched the "K Gold Carnelian Five Flower Bracelet", which was sold out in just one and a half days after it was launched on the Tmall flagship store. It really achieved the goal of "if you're slow, you'll miss it".

After careful consideration, Van Cleef & Arpels chose to use "live streaming" on Tmall to communicate with consumers. This live streaming debut caused quite a stir in the industry.

In fact, the story of luxury live streaming and Tmall began quietly in 2020.

In March 2020, Prada officially settled in Tmall and opened an official flagship store. Since its establishment, Prada has live-streamed many fashion shows in the Tmall flagship store. Until the Milan Fashion Week in June 2023, Prada continued to move the show into the flagship store. Over the past three years, the live-streaming story with Tmall has continued.

Since 2023, many big brands have started live streaming on Tmall Luxury. Taking the 618 pre-sale period this year as an example, nearly 50 big brands started live streaming, an increase of 80% compared with the same period last year. Internationally renowned brands such as Balenciaga, Prada, and Montblanc have appeared in the live streaming room one after another.

Image source: Van Cleef & Arpels Tmall official flagship store

Live streaming is a new form that most luxury brands have tried. Compared with traditional e-commerce and physical stores, live streaming channels make high-end luxury goods that have always been "in the cloud" more down-to-earth and interactive, which is in line with the consumption habits of young people.

What are the differences in the live streaming methods of luxury brands? From CEOs to celebrities, some promote products, some visit exhibitions, and some give online lectures; some brands take consumers on a stroll through the streets of Europe to create a top luxury "atmosphere".

Balenciaga ’s first broadcast this year was a typical “atmospheric live broadcast”.

On May 30 this year , Balenciaga staged a special live broadcast "debut" at its Tmall flagship store. The Balenciaga Spring 24 collection show replaced the traditional catwalk with a stroll through the streets of Paris, with models playing the roles of ordinary Parisians. The live broadcast was open not only to the store's 1.53 million fans, but also to any consumer interested in fashion.

Just over half a month later, Milan Fashion Week also joined the live broadcast camp.

On June 19, the 2024 Summer Fashion Show held by Italian luxury brand Zegna in Milan was also "moved" into the live broadcast room of Tmall's official flagship store. 370,000 people flocked to the live broadcast room to watch the show and interact; another well-known brand Montblanc also started broadcasting exclusively on Tmall Luxury in June this year, attracting 240,000 people to watch and interact, which is also a good record.

This summer, more luxury brand live broadcasts are about to be staged, and top luxury brands have set off a live broadcast trend on Tmall.

According to Tmall Luxury, on the occasion of the Chinese Valentine's Day, the international jewelry brand TASAKI will be live streaming in its flagship store on August 17, and celebrities Zhu Zhengting and Zando will interact with fans in the live streaming room; Cartier will also be broadcasting again on August 17 to introduce the Chinese Valentine's Day special editions to consumers in detail.

Why do big-name live streaming companies choose Tmall?

Different from traditional e-commerce live broadcasts, the various fancy live broadcasts on Tmall have become a unique live broadcast scene advantage for luxury brands. Standing at the trillion-dollar trend of e-commerce live broadcasts, luxury brands have cleverly entered the market and teamed up with Tmall to retain consumers through live broadcasts.

In addition to maintaining their existing tone, luxury brands also need to boldly innovate to attract more young potential customers.

Store live streaming has brought not only changes in sales figures for luxury brands, but also improved user stickiness. Fashion lovers who walk into Tmall’s live streaming room are not only consumers but also keen fashion catchers. They watch fashion week shows, study the outfits of big brands, and understand fashion trends. They have established a longer-term "intimate relationship" with brands on Tmall.

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