LVMH and Alibaba Expand Partnership

The reinforcement of  LVMH’s partnership with Alibaba aims at accelerating omnichannel business growth, further enhancing premium luxury experiences.  

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  • LVMH Group, a global creator of high-quality products, and Alibaba Group, an ecommerce and technology firm, have announced an expanded partnership to push the frontiers of luxury experiences. 

    Stephane Bianchi, Group Managing Director of LVMH, said, “Alibaba is already a key and valuable partner of our Maisons and the Group. The reinforcement of our partnership with Alibaba aims at helping us accelerate omnichannel business growth and enhancing premium luxury experiences driven by the transformative capabilities of cloud and AI technologies, along with its world-leading expertise in ecommerce operations. Our synergetic and forward-looking collaboration will deliver unparalleled experiences to our global customers throughout their premium shopping journey.”

    This collaboration will take advantage of Alibaba’s cloud technologies and AI-powered advancements in retail and online via Tmall. 

    Eddie Wu, Chief Executive Officer of Alibaba Group, said, “Alibaba is pleased to enable a transformation of the high-end consumption experience with retail leaders like LVMH through our world-class technologies in cloud computing and AI. This comprehensive partnership has elevated the retail experience for LVMH’s customers worldwide consumers on Tmall. We look forward to continuing to build on the strong partnership and innovation journey with LVMH.”

    The strengthened partnership is a testament to both businesses’ goal of leading retail innovation and providing outstanding, tech-driven luxury experiences. Through this partnership, LVMH will be able to improve its data, omnichannel, and technological footprint. 

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    LVMH has started incorporating Alibaba Cloud’s generative AI capabilities, such as Model Studio (Bailian), an extensive AI model-building platform, and Qwen, Alibaba’s proprietary large language model, as part of its innovation quest.

    The luxury Maison’s dedication to remaining innovative is highlighted by the innovative apps and services that have been made possible by this integration. LVMH wants to drive innovation-driven growth in its global retail businesses and enhance its premium offers for consumers worldwide by utilising technologies. 

    This partnership extension for an additional five years demonstrates a shared commitment to explore new markets, products, and technical frontiers among the more than thirty Maisons and Divisions located within mainland China and Southeast Asia, including Sephora APAC and DFS. 

    Both companies have also increased their cooperation on a number of omni-retail projects, such as membership programs, product launches, digital replicas of famous luxury locations, and one-on-one consultations. Millions of Chinese consumers will now have access to the LVMH luxury experience. 


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