Alibaba Accelerates its Metaverse Presence with a New Immersive Luxury Shopping Experience
Alibaba Group Holding Ltd., a Chinese multinational technology giant, is looking to expand into the metaverse in order to offer its customers a more interactive purchasing experience. Alibaba's Tmall Luxury Pavilion is the project's main protagonist.
The Tmall Luxury Pavilion on Alibaba's e-commerce platform will offer a free and fully immersive metaverse experience called the Meta Pass. Given that, Tmall Luxury Pavillion debuted in 2017 with the intention to disrupt conventional in-store purchasing via the use of augmented reality and three-dimensional modelling.
To highlight selected brands, the e-commerce portal will host an augmented reality fashion show. This week, Tmall will launch new events and a slew of digital enhancements to its platform.
Alibaba's Metaverse to Showcase 200 Luxury Brands
The platform has announced that over 200 luxury brands will be featured on its metaverse. Furthermore, the e-commerce site is launching a virtual fashion show as well as a free membership program called Meta Pass.
Holders of Meta Pass holders receive special bearer treatment, including early access to sales and invitations to in-person events hosted by the brands.
Also, customers will be able to exchange these items for limited-edition items, including Max Mara's oversized sweater from the Fall/Winter 2022 collection, Bogner's 90th Anniversary snowboard, Marni's fleece-lined Pablo shoes and Burberry's trademark Lola purse. This Meta Pass package will include digital securities that are verified by a blockchain system.
China and Metaverse
China has been one of the most aggressive early users of the metaverse, with its top technological firms pushing the trend. Its two major cities, Beijing and Shanghai, have already announced plans for citywide web3 product rollout, including incubation programs for new startups.
Alibaba's involvement in the extended reality sector gained traction at the end of March this year when it led a $60 million fundraising round for AR glasses developer Nreal. And now, it seems that the business intends to use that technology to get luxury brands on its user-friendly metaverse platform.