JD.com targets affluent Chinese shoppers with launch of Toplife

China’s largest online retailer unveils a new e-commerce platform that will sell high-end global brands

JD.com, China’s largest online retailer, has launched a new e-commerce platform called Toplife.

The website is aimed at Chinese consumers looking for luxury branded goods across cosmetics, health and beauty, home, fashion, jewellery and more.

Brands that have been confirmed on the site include La Perla, Emporio Armani, Rimowa (LVMH), B&O Play and Trussardi.

Richard Liu, Chairman and CEO of JD.com, said: “Our deep understanding of high-end consumers has enabled us to launch a luxury e-commerce ecosystem that provides a truly premium shopping experience, and helps partners tell their brand story to local consumers.

“Toplife aims to mirror the offline luxury shopping experience in a premium e-commerce experience.”

Toplife brands will be able to customise the appearance of their virtual ‘flagship stores’, with full control over every aspect, according to JD.com.

Meanwhile consumers will benefit from premium customer service, including the JD Luxury Express ‘white-glove’ delivery option, which is available in Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu.