Cartier has extended its online presence in China, with the unveiling of an online flagship boutique on Tmall.
The latest addition will have a prominent position on the Tmall Luxury Pavilion, bringing the full range of Cartier’s collections including jewellery, timepieces, and accessories. Cartier is also selling exclusive items on Tmall, such as a Juste un Clou bracelet and a Guirlande chain wallet bag.
In addition to its usual product offerings, Cartier will also be providing other services through Tmall such as product engravings, gift packing, and interest-free instalment payment schemes.
“In China, Cartier has the privilege to engage with a young and sophisticated audience that is used to experiencing online journeys as much as offline ones. Starting from the launch on Tmall, Chinese clients will be further empowered to explore the Cartier’s creations and services in more convenient and innovative ways," said Guillaume Alix, Cartier China CEO.
Aiming to enhance its online presence, the brand has also created the hashtag #LET’S CARTIER# on Weibo, and a grand opening ceremony is being planned for February 2020, set to coincide with Tmall Super Brand Day.
"In today’s luxury landscape, it is critical to engage with both Gen Z and classic luxury consumers, and providing consumers with the most personalised experience is a crucial step for the growth of luxury brands. We will help Cartier leverage Alibaba’s business operating system to further upgrade its digital strategy," said Mike Hu, general manager of Tmall Fashion, Luxury, and FMCG.
Though this is a big launch for the brand, it is not Cartier's first dip into China's online landscape. In October 2015, it began its eCommerce strategy in the country with an official Chinese website.