Nov 29

Days ago, Quji Guo, the CEO of, confirmed the news in Sina Microblog (or Sina Weibo) that Lightinthebox had opened its domestic store of wedding apparel and accessories on, the famous shopping website with over 70,000 brands.
Lightinthebox Tmall Store is a part of, the biggest online shopping website in China, connecting countless sellers and consumers. There you can find a huge variety of products offered by verified brands with intellectual property rights. From my personal angle, I believe Lightinthebox chooses Tmall to start its domestic trade for good reason. The huge customer base and the strong reputation of the brand shopping platform should be the biggest attractions for Lightinthebox. Compared with creating its own shopping website targeted at Chinese domestic customers, Lightinthebox may be able to raise its popularity on the domestic market more quickly and more easily.

It is interesting to mention that Lightinthebox chooses to open its first domestic store at its competitor’s sister website – AliExpress and Tmall both belong to Alibaba Group. Based on my findings, currently the Lightinthebox Tmall store is run by the Shenzhen branch office of, mainly offering high-end wedding dresses, bridesmaid dresses, party dresses and wedding accessories.

By comparison, I notice that the prices Lightinthebox Tmall store offers on the wedding dresses and party dresses are generally higher than market prices. For instance, the wedding dresses are priced at from ¥588RMB (about $100USD) to ¥3188RMB (about $500USD). But obviously, the wedding apparel and special occasion dresses available in the store seem much superior in designs and quality. That’s why I said the wedding dresses and other apparel and accessories are “high-end”.

Click here to take a look at the Lightinthebox Tmall store. My advice: you can use Google Translate to read the Chinese.

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