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Alibaba’s Koala Haigou Launches Luxury Channel

A screenshot of Koala Haigou's new luxury channel.
A screenshot of Koala Haigou's new luxury channel. (Koala Haigou)

The cross-border e-commerce platform owned by Chinese tech giant Alibaba has launched a luxury channel, offering more than 10,000 products from more than 200 brands including Dior, Louis Vuitton, Burberry, Coach and Givenchy in segments from ready-to-wear to accessories, jewellery and watches.

According to local media reports, the Hangzhou-based company is, in part, working with more than 100 European-based retailers, as well as collaborating with famous Japanese luxury resellers like Daikokuya Inc. and Reclo for pre-loved luxury goods.

Koala Haigou was acquired by Alibaba in 2019 for $2 billion from another internet giant, Netease, and positioned as mid- to high-end shopping platform. The company has lost its previous top ranking in terms cross-border market share to stablemate Tmall International since the acquisition, but its platform still accounts for 22.4 percent of incoming cross-border trade in China.

Learn more:

Three Ways Brands Are Tapping China’s Digitally Native Luxury Shoppers

Digital avatars, branded gaming skins and customised red packets are increasingly popular marketing tactics in the world’s top luxury market. Are they here to stay?


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