天猫奢品×+New+Life家居奢品白皮书

Tmall Luxury New Life Group×( )( )Redefining Luxury from Statement to Living ExperienceThe New Waveof Luxury:Home & Lifestyle(P01)Anny LIU (安糖）General Manager of Tmall Luxury PavilionLili CHENFounder & Chairwoman, New Life Group Non-Executive Director, BromptonChristin LUFounder & CEO, 1UP Digital (Part of New Life Group)Home and lifestyle is one of the most promising growth areas in China’s luxury market. The driving force behind this shift is a more mature consumer—one who values emotional resonance, design, craftsmanship, and personalization.Today, products are no longer just objects, but part of a personal lifestyle narrative. Online channels have become key for brands to tell that story and connect with their core audience.China’s digital ecosystem offers global luxury home brands a unique edge in building awareness, reaching the right consumers, and scaling efficiently. We welcome more visionary brands to join this journey and shape the future together.As a founder, I’ve always believed New Life Group should embody a new generation of brand partners — ones who redefine luxury through vision, innovation, and unwavering conviction. We don’t just ride the next wave; we help shape it.As an investor and advisor, I see Home & Lifestyle Luxury as one of China’s most transformative opportunities. It’s a bridge for world-class design to enter China — and a launchpad for Chinese creativity to captivate the world. Today, the industry stands at an inflection point: Brands and distributors alike are hungry for change, and that energy is turning tradition into something truly exhilarating. Living in Paris, I’m reminded daily that a home is more than a space — it’s a canvas for identity. Here, art and living beautifully are inseparable from everyday life. That sensibility isn’t just inspiring; it’s prophetic. Because in China, we’re not just embracing this evolution—we’re poised to transcend it.From launching Flos under Design Holding to introducing &Tradition to Tmall, our journey into Home Luxury Digitization has been anything but easy—but absolutely worth it. There were learning curves—working with established distributors, serving discerning clients at home, rethinking how large items move—but every challenge brought insight, and every insight unlocked new possibility.And yet, unlocking this category has been one of the most exhilarating experiences—full of potential, creativity, and momentum.Last year at Salone del Mobile in Milan, I witnessed the city transform into a vibrant carnival where luxury fashion and home design merged seamlessly. That moment was a turning point. Since then, we’ve placed our bet on this new blue ocean—confident that Home Luxury is not just a category, but a future worth building.(Foreword)Luxury is evolving, shaped by shifts in consumer values and lifestyle aspirations. Today, we stand at a turning point — Home Luxury is not just a trend;it is the next natural evolution of luxury.(P02)(P03) Consumers are moving beyond statu