German luxury brand Montblanc held a super brand day to celebrate the opening of its online flagship store at Alibaba's Tmall, China's biggest e-commerce platform, on July 26.

On the super brand day, Montblanc 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, Montblanc has seen younger consumers' passion for luxury products. Tmall now has more than 100 million young consumers interested in luxury products. Joining Tmall displays Montblanc's ambition and confidence in the young digital generation.

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