Tmall and Swire Properties announced a new collaboration to introduce an innovative retail concept. The two companies will launch an extensive project using Tmall's New Retail technologies that is set to create distinct, online and offline, tailored retail experiences at Swire Properties' five shopping malls in Mainland China. Swire Properties and Tmall's senior management attended the contract signing ceremony held at Taikoo Li Sanlitun in Beijing. The partnership will bring benefits to customers in time for Alibaba's 2018 11.11 Global Shopping Festival. Taikoo Li Sanlitun in Beijing is the first brick-and-mortar shopping mall in Mainland China to experience this year's 11.11 "red packet rain" from November 3. Swire Properties will introduce Tmall's New Retail technologies at five of its developments ­ Taikoo Li Sanlitun and INDIGO in Beijing; HKRI Taikoo Hui in Shanghai; TaiKoo Hui in Guangzhou and Sino- Ocean Taikoo Li in Chengdu. The five New Retail initiatives include Tmall Smart Stores, Tmall Pop-Up Store, Interactive Idol Engagement Photo Booth, Smart Nursery Rooms and Smart Parking Service.