Chinese e-commerce giant JD.com (JD) on Tuesday announced the launch of a luxury and full-price online shopping platform called Toplife.

Toplife will extend the reach of high-end global brands to affluent Chinese consumers and will be wholly dedicated to high-end brands, and luxury goods.

The new e-commerce platform will sell brands covering fashion, jewelry, watches, health and beauty, home furnishings, cosmetics, and electronics.

Toplife "allows brands to sell directly to consumers through an end-to-end luxury e-commerce ecosystem that seamlessly incorporates online stores, premium customer service and delivery, marketing and branding expertise, and specialized warehousing and inventory," JD.com said.

Luxury brands will also have the ability to leverage JD.com's customer service resources to distribute their products. Those brands will also get "value-added services from JD, including premium 24-hour a day customer support and fulfillment, and precision brand-building and marketing resources," the company added.

"Working with Toplife, luxury brands worldwide are now able to directly provide customers throughout China with a true luxury shopping experience previously only associated with high-end offline stores. Toplife aims to mirror the offline luxury shopping experience in a premium e-commerce experience," said Richard Liu, Chairman, and CEO of JD.com.

Shares of JD.com were rising over 1% during early morning trading on Tuesday.

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