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Alibaba's Tmall teams up with beauty brands to boost sales

Alibaba Group Holding Ltd.'s Tmall portal will team up with about 10 global beauty brands in a bid to help the labels exceed 1 billion yuan in annual sales on the site.

The brands include Estée Lauder Cos. Inc., Procter & Gamble Co.-owned Olay and L'Oréal SA's Lancôme, Alibaba said March 5.

Tmall President Jet Jing said the company plans to be "involved in daily operations ranging from product innovation, brand building, channel management, supply chain to customer operations" with the partner brands.

The Chinese e-commerce company's unit expects to introduce new retail initiatives such as introducing a "try-before-you-buy" feature as well as expanding its one-hour delivery service. The initiatives will be rolled out during Alibaba's next edition of its 11.11 Global Shopping Festival.

As of March 6, US$1 was equivalent to 6.31 yuan.