We told you last month that Burberry was going where few luxury brands had gone before … Tmall, a platform run by Chinese e-commerce giant, Alibaba Group Holding Ltd, which announced plans for an IPO in the US earlier this year and just this week launched the beta version of 11 Main, a multi-category online shopping platform targeted at American consumers. Back to Tmall; the hesitation for most brands to join the e-commerce platform stems from the fact that a large portion of goods on Tmall are heavily discounted and brand’s don’t want to be associated with that. However, Estee Lauder followed Burberry's lead, opening up shop last month, as well, and is enjoying major success. Based on leaked data, the cosmetics company's Tmall store had nearly 8,000 transactions in its first day with sales estimated at almost $500,000. Not surprisingly, fast fashion wants in, as well. Zara's parent company, Inditex, has announced plans to open a digital storefront on Tmall. The Spanish fast fashion giant is slated to makes its Tmall debut just in time for A/W 2014. Who is next?