More than 100 luxury brands have launched over 10,000 new products on Tmall for this year’s 618 shopping festival, with platform-exclusive items reaching a record high, according to Tmall Luxury data. In the week before the May 20 gifting season, sales of jewelry, watches, and handbags rose 70%. Tod’s collaboration with Xiao Zhan sold out within one minute. “China-exclusive” has emerged as a key theme, with brands including Tiffany & Co., Cartier, Piaget, Qeelin, and Tasaki launching special editions. More than 20 luxury brands — including Omega, Tudor, Mikimoto, and Vivienne Westwood — are participating in Tmall’s 618 event for the first time.

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