Tmall has become a vital platform for luxury brands to launch new products. This year, on Tmall Luxury Pavilion, luxury brands debuted more than 800 styles of limited-edition products for the Qixi Festival. The release of new "global limited-editions" on Tmall Luxury Pavilion has also tapped into consumer demand for "unique" gifting items. Through Tmall's IP-based marketing tools such as Super Brand Day, Hey Box and Super Captain, luxury brands have been able to actively ramp up their promotional activities toward target consumers.