JD.Com Inc. has launched a new luxury e-commerce platform called Toplife, which will compete with Alibaba Group Holding Ltd.'s Luxury Pavilion to target China's affluent shoppers.

The direct, full-priced shopping platform will feature categories including fashion, jewelry, watches, health and beauty, home furnishings, cosmetics and electronics, JD said in an Oct. 10 announcement. It allows brands to set up and customize online flagship stores to ensure a consistent consumer experience with their physical stores.

La Perla, Emporio Armani, LVMH Moët Hennessy Louis Vuitton SE's Rimowa, B&O Play and Trussardi are among the brands that have joined Toplife so far. More will be added in the coming weeks, with some brands launching online stores in China for the first time.

In addition, JD will provide a range of services such as premium 24-hour customer support and fulfillment, in-house fashion consulting, precision brand-building and marketing, and advanced warehousing capabilities such as dust-free, sealed spaces along with temperature and humidity controls.

Customers of Toplife will also be able to use JD Luxury Express, the company's white-glove delivery service that was recently launched in major Chinese cities including Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu.