If you want to successfully launch a business on Tmall, the biggest B2C e-commerce platform in China, then you need to know how to drive traffic and visibility to your store. With millions of products being listed and sold online each day, standing out from the crowd can be challenging—but it isn’t impossible.
By utilizing creative marketing strategies like Baidu SEO and targeted advertising campaigns, it is possible to increase website visits that will eventually lead to more conversions. In this blog post, we’ll provide an in-depth look at some of the best tactics for driving traffic to your Tmall store – so that you can take advantage of this powerful ecommerce platform!
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Short introduction to Tmall and Tmall Global
Tmall (formerly known as Taobao Mall) is an online wholesale and retail platform owned by Alibaba Group. It operates in China, and is one of the world’s largest B2C online marketplaces. The platform allows users to browse through an extensive selection of products from popular foreign and domestic brands, ranging from fashion items to electronics, home appliances, baby items, food and beverages, health products, beauty products and more.
Tmall has quickly become one of the most popular e-commerce sites in China since its launch in 2008. It currently serves over 500 million monthly active buyers who are looking for reliable retailers with high-quality goods at a good price – making it much easier for them to satisfy their shopping needs while enjoying a convenient shopping experience.
Besides offering traditional e-commerce services such as product browsing & search engine optimization on its websites & mobile applications; Tmall also provides advanced business solutions like warehouse management solutions, business analytics and customer service support which can be integrated with merchants’ existing operations processes for optimizing their enterprises efficiently across multiple platforms.
Tmall Global, previously known as Tmall World, is a cross-border solution from Alibaba that helps international brands and merchants conduct business in China. The sub-platform was launched by Alibaba in 2014, becoming the first cross-border B2C (business-to-consumer) trading platform to operate legally within mainland China.
The main purpose of this platform is to allow overseas companies to expand their sales channels into Chinese markets without needing to set up physical operations in the country. This makes it easier for consumers to find high quality products from around the world in one place, empowering them with more choice. In addition, Tmall Global takes care of all import processes such as taxes and customs clearances so that there’s no need for shoppers or merchants themselves to worry about them.
How to attract Chinese consumers to your Tmall/Tmall Global Store?
Chinese e-commerce market presents great opportunities for foreign brands, but the competition between local and foreign merchants on main e-commerce platforms, especially Tmall is huge. Therefore, it’s important to understand how to drive Chinese online shoppers to your flagship store on Tmall or Tmall Global. There are many ways to do it, including those free of charge and those for bigger budgets.
To promote your brand, it is necessary to go through Chinese social networks. Social networks are part of the daily life of the Chinese. Chinese spend at least 25 hours a week online and 30% of that time is spent on social networks.
The most important thing is to spread content qualities about the brand and the Tmall store. To draw the attention of a maximum of Chinese consumers, you have to share your content on the most popular social media platforms; Wechat, Weibo, Xiaohongshu and Douyin.
The brand must have an official account to gain consumer confidence and thus lead them directly to the official Tmall store. You can promote your Tmall Store by posting dedicated content inviting consumers to your shop, you can also offer some special discounts if consumers buy the product via Tmall and so on.
The brand may also promote its brand through various events, promotions, and product discovery offers to entice the user to visit the Tmall Global or Tmall shop and to stand out from its competitors. It is important for a foreign brand to settle on Tmall to show its authenticity, its official store will set buyers’ confidence.
In addition to organic solutions, you can also invest in advertising on those platforms, as it’s the best place to reach new customers, as most of Chinese people uses social media platforms every day.
To create more visibility for your Tmall store, it is necessary to be in the top Baidu sites, it is the most popular search engine in China. Chinese consumers have the reflex to open Baidu as soon as they need some information (just like we do on Google).
In addition, you can use Tmall banners or pop-ups that are very popular on Chinese sites so that Chinese consumers see your presence on Tmall, they will probably try to click. If you have a Chinese website (which we highly advise you to do), you can also put banners and information about your Tmall Store there (like QR code with a direct link). Chinese people tend to check foreign companies’ websites to gain trust, and if they see a Tmall link there, they will most likely check it.
Apart from Baidu search results, you can also use other platforms from Baidu ecosystem. There are many forums and communities, where you can invite people to your store, but it requires you to speak Chinese language or have a trusted Tmall partner or agency for that. China’s eCommerce market is huge and there are many consumers connected online, that you can find on Baidu online forums.
Team up with Chinese influencers
Leverage the influencers of Chinese social media through Tmall’s Affiliate Marketing scheme and create a performance-based relationship with Key Opinion Leaders. This offers you an efficient and cost-effective way to access trusted audiences, since KOLs will earn 3% commission for every purchase from your store made using their provided link. With this method, you can easily build relationships that scale as needed without breaking your budget!
KOLs can also help you reach a bigger audience for all your marketing efforts, as they usually are specialists in their field and have dedicated groups of followers that trust their judgment. You can also collaborate with them to do live-streaming with your products, this is one of the most effective marketing tactics in the Chinese market today.
Apart from some organic and free actions that you should do to engage new customers, you can also invest in paid advertising, so that you target your potential customers and invite them to your Tmall shop, so that you can sell directly on the platform.
There are many options for paid ads and it’s best to work with a China digital agency to advise you on the best solution for your brand and budget. There are ads on Tmall that you can use to drive Tmall consumers to your flagship store. Those options include; keyword ads, super recommendation ads, banner ads and juhuasuan ads.
Apart from Tmall ads, you can invest in all kinds of ads, depending on your target audience and products. If you target older people, it’s best to advertise on Baidu and WeChat or Weibo. If you sell products for younger people, remember about the most popular platforms among Millennials and Gen Z; Xiaohongshu and Douyin. All of those websites have their pros and cons and can help with your online retail in Mainland China.
With Tmall, brands can develop the image of the brand to Chinese consumers. If a foreign brand is not yet very well known in China, it may decide to enter the Chinese market through Tmall as the site will give it greater visibility in the eyes of the Chinese and can win more easily the confidence of the Chinese through Tmall awareness. But it’s tricky, because Tmall doesn’t let unknown brands to its platform. Therefore, you need to take care of good branding, so that Chinese people recognise your products.
Also, to build brand awareness, the brand must be present on various Chinese discussion forums. Indeed, the Chinese really appreciate the word of mouth and like to hear from other consumers. It must therefore have positive feedbacks about your brand that consumers want to buy your product.
Finally, one of the most effective tools is the press relation to work on the image of your brand, to control your reputation. In China, PR is mostly online and is very important to broadcast information to Chinese consumers. The brand must maintain a relationship with its customers and know what they think of the products and services. Communication is the key to success to attract consumers to your Tmall store.
Last but not least, apart from all mentioned activities, it’s important to take care of good search engine optimization on Tmall, so that Chinese consumers can find you easier. All Chinese brands know the importance of good SEO on this e-commerce platform, as there are millions of local and international brands fighting for consumers with all means available.
To attract consumers on Tmall, remember to have good backlinks, pictures and products descriptions with the right keywords. You can also encourage reviews and consumer engagement, as it works as word-of-mouth marketing, very important part of China’s e-commerce.
We are a certified Tmall Partner!
To enter Tmall you need a certified Tmall Partner that will guide you through the platform and help you bring traffic to the site. In addition, many solutions mentioned above require experience and know-how of the platform and Chinese consumers, and Chinese language proficiency.
We are a China digital agency with more than 10 years of experience. Our team of Chinese and foreign professionals helped many brands succeed on Tmall and we offer tailor-made solutions based on your brand values, needs and budget.
Don’t hesitate to leave us a comment or contact us to discuss your options or Tmall!