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Shoppable runway: Tmall launches flash sales channel

Alibaba’s B2C online marketplace,, has launched a luxury flash sales channel through its mobile app, which allows viewers of the live stream a runway show and “scan and buy” the catwalk looks.

The channel launched on March 30 with a runway show featuring 42 looks, all immediately shoppable through the Tmall app.

Soft-launched about three months ago, the Tmall channel is being managed by, which was founded in Japan and entered China in 2010, operating a flash sales outlet for nearly 300 international luxury brands including Armani, Longchamp, Michael Kors, Tumi and Zegna, through exclusive partnerships.

Alibaba invested an undisclosed amount in in July, saying the site’s relationships with affordable luxury goods merchants would complement Tmall’s roster of high-end retailers such as Burberry, Coach and Hugo Boss. The new flash-sales channel gives Tmall shoppers direct access to discounted luxury goods from more than 300 retailers and authorised distributors.

“The launch of the channel will further the variety of brands on Tmall and offer China’s burgeoning middle class a one-stop shopping platform,” says Alibaba Group CMO Chris Tung.

This story first appeared on Internet Retailing’s sister site, Inside Retail Asia.

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