China's second-largest e-commerce website JD has officially announced the launch of its first-ever luxury online platform, “Toplife”, according to a public announcement released by the firm on October 10. The new site is a full-price online shopping platform which allows international luxury labels to set up flagship stores selling products directly to affluent Chinese consumers.

10月10日，中国第二大电商京东进行官宣，宣布其奢侈品电商平台“Toplife”正式上线。Toplife是线上购物平台，产品均为正价，国际奢侈品牌可在平台上开旗舰店，直接将产品卖给中国富裕阶级。

Luxury labels including La Perla, Emporio Armani, Rimowa and Trussardi will be the first group of users on Toplife. More brands are expected to join the site in the coming weeks.

内衣品牌La Perla、安普里奥·阿玛尼 (Emporio Armani)、旅行箱品牌Rimowa和 楚萨迪(TRUSSARDI)将成为Toplife的首批用户。未来几周更多奢侈品牌有望入驻。

The development signals JD’s efforts to further compete with its key rival, Alibaba Group, to achieve a leading position in the country’s luxury market, a sector that Bain & Company expected to see growing around two to four percent to reach approximately $305 billion this year. In August, Alibaba inaugurated “Luxury Pavilion“, a new section within its business-to-consumer site Tmall for premium and luxury brands to connect with a pre-selected group of super-wealthy customers.

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