Tmall Global worked with four New York-based designers, Rebecca Minkoff, Botkier, Nadri, and Welden, to launch products on the platform for the 6.18 Shopping Festival. Alibaba is helping brands with a consignment business model that allows them to leverage their current inventory while learning more about the preferences of Chinese consumers to increase future sales.

“As international travel continues to be restricted, we are using 6.18 as a way to bring the essence of New York to Chinese consumers,” said Emma Lee, the head of fashion for cross-border online marketplace Tmall Global. “New York is a fashion capital of the world. For Chinese consumers, especially Gen Z, these New York brands represent a feeling of being fearless and unapologetic. For these brands, 6.18 is a great opportunity to understand what the China market can mean for them in the long term.” Learn more about Alibaba’s work with New York designers.