This week, Alibaba Group signed a Memorandum of Understanding (MOU) with the French government to help French companies access millions of Chinese consumers via Tmall. The three-year agreement will give French companies quick and easy access to the Tmall platform, as well as exclusive services such as online marketing, promotion, and platform support.
Alongside the agreement, Tmall has agreed to promote French brands with the “Elegant France” campaign. More than 30 French brands active on Tmall – Evian, L’Oreal, Biotherm, le coq sportif, Lacoste, and others – will participate. French brands such as Lancôme have launched China-specific social media campaigns that tap into the French culture. Examples are the Le French Chic campaign, which promoted a low-key or “French” makeup routine, and the Happy Lancôme New Year video with imagery from historic Paris in a video made for the holiday.
France is not the first European country to sign an MOU with Alibaba. Just six months ago, in December, Alibaba chairman Jack Ma partnered with British Prime Minister David Cameron to invite more UK companies to take advantage of Alibaba-owned platforms like Tmall and introduce British products to Chinese consumers. Since then, Burberry and ASOS have launched official Tmall accounts and we can expect a number of French brands to do the same.
For more how prestige brands are carving a presence in China, stay tuned for our upcoming Digital IQ Index: Luxury | China.