February 13, 2026 ; Last month, Alibaba dropped a number that caught everyone’s attention ; in 2025 alone, 2,415 overseas brands opened their first flagship stores on Tmall Global. That’s more than six new foreign brands launching every single day.

Here in Shanghai, we felt it ; the platform has never been busier with international companies rushing to get in.

Tmall is BACK to Business…

Captain Jack is Back on the Boat.. and we feel the difference

Record Year for Foreign Brands on Tmall Global: 2,415 New Stores in 2025 – What It Really Means

I am Olivier Verot, Founder of GMA 😉 your eyes in China

(I am not a newbie.. or somebody know nothing ) … We have been working with foreign brands entering China for over 15 years through Gentlemen Marketing Agency (because yes we are Gentlemen 😉 )

I’ve seen the ups and downs of cross-border e-commerce, and this 2025 figure is a real milestone. It’s not just a random stat ; it shows that Tmall Global has become the default entry point for overseas companies serious about the Chinese market.

In this Post… I’ll explain to CEO.. manager… why so many brands made the move last year, what’s driving this trend into 2026, how the process actually works, and what you should do if you’re thinking about opening your own store.

Why 2,415 Foreign Brands Jumped In During 2025

The simple answer ; China’s consumers still love imported products, and Tmall Global makes it easy to reach them without the headaches of setting up a full local company.

After the pandemic slowdown, Chinese spending on premium overseas goods bounced back hard. Young urban consumers ; especially parents, beauty enthusiasts, and health-conscious professionals ; kept hunting for authentic foreign brands they couldn’t find easily domestically. Categories like beauty, health supplements, maternal & baby products, pet supplies, and personal care exploded. Tmall Global’s “imported” label is pure gold ; it signals quality and authenticity in a market where trust matters more than price.

The numbers tell the story. Tmall Global now hosts brands from over 87 countries, and the platform actively courted new entrants in 2025 with better tools, more traffic support, and dedicated campaigns for fresh products. Customs processes got smoother, bonded warehouses expanded, and delivery times dropped ; often to just a few days. For many brands, 2025 was the year everything aligned ; the market was hungry, the platform was welcoming, and the risk felt lower than ever.

Geopolitics ? of course

Geopolitics played a role too (Thx to Trump) . With some markets becoming “trickier”, brands come to China as a stable growth Market… . Add in the rise of social platforms like Xiaohongshu (Rednotes) driving demand for overseas lifestyle products, and you see why so many decided to pull the trigger.

The Trends Continuing Into 2026

This isn’t slowing down. Early 2026 data already shows the momentum carrying over. Here are the key trends I’m watching right now ;

1. More Focus on Niche and Innovative Products Tmall is pushing hard for “new-to-market” items ; brands bringing something genuinely fresh get extra visibility and traffic boosts. Consumers want innovation, not just another version of what’s already here.
2. Health, Beauty, and Family Categories Dominate These remain the hottest. Overseas health supplements, premium skincare, baby formula, pet food ; anything tied to well-being and family is selling fast. Young parents especially trust imported options.
3. Cross-Border Stays the Smart First Step Even with options to go fully local, most foreign brands still start on Tmall Global. It’s faster to launch, cheaper upfront, and lets you test demand before committing bigger.
4. Stronger Integration with Social Commerce Discovery now happens on Xiaohongshu and Douyin ; brands that combine Tmall stores with authentic content on those platforms see the best results. It’s not enough to just open a store ; you need traffic coming in.

How to Actually Open a Tmall Global Store

If you’re a foreign brand, the process is straightforward but requires preparation. Here’s the real-world breakdown ;

First, you need to qualify ; your company must be registered overseas (no Chinese entity required), you need a valid trademark (R or TM mark), and proof of brand ownership. Categories matter ; some like food or cosmetics have extra regulations and higher deposits (usually 100,000 to 150,000 RMB, refundable if you follow rules).

Then, you apply through Tmall’s partner portal or with help from an authorized TP (Tmall Partner) like us. You’ll submit documents ; company registration, trademark certificates, product quality reports, and often brand authorization letters. Approval can take 1-3 months depending on the category.

Once in, you set up your flagship store ; professional design, localized listings, pricing in RMB, and logistics sorted. You can ship from overseas or use bonded warehouses for faster delivery and lower duties. Payment, customer service, and returns are handled through Alibaba’s system ; it’s built to feel seamless for Chinese buyers.

The catch ; success isn’t automatic. Many brands open and then struggle because they skip marketing. You need strong visuals, Chinese-language content, KOL partnerships, and paid traffic to get seen among thousands of stores.

The Chinese Harry Potter for Lyfen, leading snacks Brands in China.

The Solution: Don’t Go It Alone… 😉

Why so many firms choosed to work with experienced agencies?

Opening the store is the easy part. Making it profitable is where most brands need help.

Work with locals or partners, agencies…

At GMA, we handle everything for foreign brands ; from eligibility , admin, registration, trademak, checks and application to store setup, content creation, Xiaohongshu Marketing, KOL campaigns, and Little Ecom optimization.

We’ve launched Hundred of Tmall stores across beauty, health, fashion, F&B and consumer goods. Our clients see real sales growth because we combine the technical side with actual Chinese marketing know-how.

If you try solo, you risk slow approval, poor listings, or zero traffic. With a partner who knows the platform inside out, you launch faster and start selling sooner.

Final Thoughts

The 2,415 new foreign brands in 2025 weren’t lucky ; they timed it right and used the best available channel. Tmall Global is still the smartest, lowest-risk way for overseas companies to tap China’s massive consumer market. With demand for imported goods stronger than ever and the platform actively supporting newcomers, 2026 looks even better.

If your brand sells anything lifestyle, health, or family-related, now is the time to seriously consider Tmall Global. Don’t wait for another record year to pass you by.

Get in touch with us at GMA ; we’ve been doing this since the beginning, and we know exactly what works.