In OC&C’s recent research on Chinese luxury online shoppers, we found that International platforms like YNAP and Farfetch scored among top 5 for overall satisfaction by Chinese users, mainly due to their ability to guarantee product authenticity, and for the breadth of their offerings, including in-season products.
Both Alibaba’s Tmall and JD.com have been struggling to attract luxury brands and build attractive luxury E-Commerce platforms. Alliances with international players seem to be the best way to reach their goals.
Farfetch was already partnering with JD.com (JD is one of Farfetch’s major shareholders).
Therefore, it is very logical that Alibaba engages in a partnership with Yoox Net-a-Porter, as described in today's announcement: https://www.alizila.com/swiss-luxury-group-richemont-partners-with-alibaba/
Alibaba's alliance with Richemont and Yoox Net-a-Porter is a logical move to bridge their trust gap with Chinese online shoppers and with luxury brands...and to respond to JD.com's alliance with Farfetch