Luxury brand Burberry goes virtual

United Kingdom-based luxury brand Burberry Group Plc has opened a virtual store on China's largest online shopping platform Tmall, as it forges ahead with its presence in the country.

This is not the first attempt by high-end brands to tap China's 1.84 trillion yuan ($294 billion) e-commerce market, but whether such a strategy will bear fruit in the long term remains a question.

"Burberry's entry into Tmall allows buyers to seek luxury brands at home," according to a Tmall statement on the tie-up on its official micro blog.