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Jessica Liu

Former President of Tmall Fashion and Luxury, Alibaba Group

The fashion gatekeeper of China’s biggest B2C online platform brought brands like Burberry and Zara into the country’s e-commerce market.


As President of Tmall fashion and luxury at the Alibaba Group, Jessica Liu oversaw a Chinese fashion e-commerce behemoth and introduced international brands including Uniqlo and Burberry to the local digital market.

Liu began her career at the publisher China Machine Press, rising to vice president of its economics and management books branch. In 2005, she moved to, holding management positions in its books division and later, sports and outdoor.

She landed at Tmall in 2012, initially leading its footwear business, and then moved to apparel. Through China’s largest B2C e-commerce platform, Liu introduced global fast fashion and luxury brands to the market, including Uniqlo, Forever 21, Zara, Burberry,  Hugo Boss and Swarovski.

She also pushed the e-commerce player into to South Korea, entering Strategic partnerships with the Korean Fashion Association and Dongdaemun Commerce Group, to bring more Korean brands onto the platform.

"Liu left her post at Tmall to become president of Lazada Group, the Southeast Asian online shopping unit of Alibaba Group, in 2020 but departed shortly after to join Chinese ultra-fast fashion e-tailer Shein in 2022 as vice president of global brand operations."

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What is The BoF 500?

The people shaping the global fashion industry, curated by the editors of The Business of Fashion, based on nominations and on-the-ground intelligence from around the world.