Alibaba’s B2C portal Tmall has opened what it calls its ‘Experience Center’ at one of Shanghai’s most prestigious malls, K11. The permanent space will act as a brand showcase, hosting a rotating selection of name brands. Vans, Bobbi Brown, Abercrombie & Fitch, Oral-B and Ballantine’s are among the first brands to use the space to run pop-up experiential engagement events with consumers.
The showcase works in conjunction with Tmall Club, a new membership scheme that gives participants access to curated deals at affordable prices. Premium brand shoppers are emailed with details of events and gain exclusive access to special events. Tmall claims this will enable brands to continue to drive engagement afterwards, making offline and online relationships with customers closer.
Tmall plans to roll out more Experience Centers across China this year, seeing it as a way to increase brand presence in China without the need to open physical stores.