Chinese actor Chen Kun was appointed as Mont Blanc's global ambassador. [Photo provided to China Daily]

German luxury brand Mont Blanc opened its online flagship store at Alibaba's Tmall, China's biggest e-commerce platform, on July 26.

To celebrate the opening, Mont Blanc chose the online platform as the first place worldwide to launch its new M-Gram 4810 leather collection. Chinese actor Chen Kun, as the brand's global ambassador, showed the new collections during the livestream.

Since joining Tmall's Luxury Pavilion to test the online market in April, Mont Blanc has seen younger consumers' passion for luxury products. Tmall now has more than 100 million young consumers interested in luxury products. Joining Tmall displays Mont Blanc's ambition and confidence in the young digital generation.

Mont Blanc will provide new services and shopping experiences, such as paying by installment, to online consumers.

To celebrate the opening, Mont Blanc chose the online platform as the first place worldwide to launch its new M-Gram 4810 leather collection. [Photo provided to China Daily]