Instead, they are always willing to foot the bill for novel and creative crossover products, the sales of which account for as much as 72 percent of the entire sales of the cultural and creative products in China.

Guided by the Tmall Neo-Culture Creativity Plan 2.0, Tmall looks to build a bridge between consumers, museums, and brands, adding fuel to the development of China's cultural and creative industry, as well as instilling life into Chinese traditional culture, Luo added.

Neo-Culture Creativity, a concept first put forward by Chinese internet titan Tencent in April 2018, is about mutually promoting the cultural and industrial value of content through a centralized connection of channels to achieve higher efficiency for the creation of digital culture and the development of intellectual property.

Yang Xiaoyu contributed to this story.