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Singles’ Day, the massive, promotion-driven arcade accident in China that drives the better one-day online sales in the world, is not the natural ambience for high-end affluence brands — so e-commerce exchange Alibaba made a place for them.

During the arcade holiday, which takes abode annually on November 11 and aftermost year drove $18 billion account of retail sales for accommodating sellers, a pop-up affluence hub, “Double 11 Musée,” will arise online and in the Tmall app for high-end brands. The hub can alone be accessed through the absolute Affluence Pavilion, a appropriate armpit aural the Tmall marketplace exclusive to invite-only affluence brands and shoppers.

Sebastien Badault, the managing administrator of Alibaba France said Alibaba’s address to affluence brands on Singles’ Day is an accent on chump engagement. For affluence brands, the aggregation has worked to reposition the accident away from promotions, axis the focus instead to opportunities around limited-edition collections and articles awash exclusively to Tmall’s high-spending clientele.

“This year, brands are application the Double 11 Musée in the Tmall Affluence Pavilion to action absolute experiences, articles and cast storytelling to added acutely appoint China’s affluence consumers,” Bedault added.

For the aboriginal year for the Musée hub, accommodating brands accommodate Burberry (which announced Thursday that China is the brand’s fastest-growing region),

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