How Tmall can help International Brands reach Chinese customers?

Why Tmall Helps International Brands Succeed in China
Tmall (天猫), Alibaba’s flagship B2C platform, dominates China’s e-commerce landscape with over 800 million active users. For international brands, Tmall offers:

• Trusted Gateway: Chinese consumers associate Tmall with authenticity (vs. gray-market goods).
• Logistics & Tech: Leverage Alibaba’s Cainiao network for fast, reliable cross-border shipping.
• Data Insights: Access to consumer behavior analytics to refine localization strategies.
• Marketing Ecosystem: Integrate with Alibaba’s tools (Taobao Live, Amap, Fliggy) for omnichannel campaigns.

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7 Hot Tmall Trends for 2025 (Done by GMA experts)

1. AI-Powered “Consumer-to-Manufacturer” (C2M) Customization

• Trend: Use Tmall’s AI tools to analyze user data and co-create products tailored to niche Chinese preferences.
• Actionable Tip: Launch limited-edition products via Tmall’s C2M factory partnerships (e.g., skincare for “sensitive oily skin in humid climates”).
• Example: L’Oréal used Tmall consumer data to develop a “24-hour anti-humidity hair spray” for southern China.

2. Livestream 3.0: Virtual Influencers & Multi-Brand Shows

• Trend: Brands collaborate with Tmall’s virtual idols (e.g., AYAYI) or host cross-industry livestreams (e.g., fashion + tech).
• Actionable Tip: Partner with Tmall’s in-house virtual hosts for 24/7 livestreams in Mandarin, reducing reliance on human KOLs.
• Example: Gucci x Xiaomi co-hosted a “Tech Luxe” livestream, showcasing phone cases designed for Tmall’s Gen-Z shoppers.

3. Green “Low-Carbon” Storefronts

• Trend: Tmall prioritizes brands with sustainability credentials via “Green Stores” badges, carbon footprint labels, and eco-ranking systems.
• Actionable Tip: Submit ESG reports to Tmall for verification and use “Eco Packaging” options for shipments.
• Example: Patagonia’s Tmall store highlights recycled-material products, boosted by Tmall’s “Green Choice” traffic.

4. Distribution “New B2D” Expansion

• Trend: Tap into China’s lower-tier cities via Tmall’s “Rural Flagship Stores” program, blending online sales with offline pop-ups.
• Actionable Tip: Adapt pricing/packaging for cost-sensitive rural users (e.g., smaller SKUs, bundle deals).
• Example: Nestlé sells ¥9.9 mini coffee kits in rural regions via Tmall, supported by village-level delivery hubs.

5. Gamified Festival Campaigns

• Trend: Tmall’s annual shopping festivals (618, Double 11) now feature metaverse games, NFT collectibles, and team-based challenges.
• Actionable Tip: Create branded mini-games (e.g., “Collect 5 tokens to unlock a discount”) during festivals.
• Example: McDonald’s ran a “Double 11 Burger Stack” game on Tmall, rewarding winners with free meals.

6. Cross-Border Luxury “Try Before Buy”

• Trend: Tmall Global’s AR try-on tools and free sample kits reduce hesitation for high-ticket international purchases.
• Actionable Tip: Offer free luxury samples (e.g., perfume vials) with Tmall orders to drive discovery.
• Example: Dior’s Tmall Global store provides AR lipstick try-ons, with samples shipped via Cainiao’s bonded warehouses.

7. Health & Wellness “Super Apps” Integration

• Trend: Sync Tmall stores with Alibaba’s health platforms (e.g., AliHealth), enabling prescription sales, telehealth consults, and O2O wellness services.
• Actionable Tip: Partner with AliHealth KOLs to create “expert-approved” product bundles.
• Example: Swisse sells vitamins on Tmall with linked AliHealth consultations, boosting trust in efficacy.

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Pro Tips for 2025:

• Leverage Tmall’s “New Retail” Tools: Use in-store QR codes, AI mirrors, and heat-mapping analytics for offline-to-online traffic conversion.
• Localize for “Guanxi” : Hire Chinese-speaking customer service and gift “thank you” red envelopes (红包) with orders.
• Stay Agile with Policy: Monitor China’s e-commerce regulations (e.g., data privacy, cross-border tax) to avoid penalties.

Need help navigating Tmall’s 2025 updates? Ask for a tailored strategy!

As of 2025, Tmall is a leading Chinese online eCom platform, renowned for hosting a wide array of local and international brands, and offering premium shopping experiences.

It is the Amazon of China

Here are 10 facts about Tmall:

1. Owned by Alibaba Group: Tmall is a subsidiary of Alibaba Group, one of the largest e-commerce companies in the world.
2. Platform for Premium Brands: It specializes in providing a platform for premium and high-quality brands, both local and international.
3. Massive User Base: Tmall boasts a vast user base, making it one of the most visited online retail sites in China.
4. Gateway for International Brands: It serves as a key entry point for international brands seeking to tap into the Chinese market, offering them a dedicated channel known as Tmall Global.
5. Advanced Data Analytics: Tmall utilizes advanced data analytics to offer personalized shopping experiences and targeted marketing for brands.
6. Integration with Alibaba’s Ecosystem: Being part of Alibaba’s ecosystem, Tmall is seamlessly integrated with other services like Alipay for payments and Cainiao for logistics.
7. Annual Shopping Festivals: Tmall is famous for hosting large shopping festivals, including the renowned 11.11 (Singles’ Day) sale, which records billions of dollars in transactions.
8. Focus on Authenticity: Tmall places a strong emphasis on product authenticity, which has helped build consumer trust and loyalty.
9. Innovative Retail Technologies: It continuously integrates innovative technologies like AR, VR, and livestreaming to enhance the online shopping experience.
10. Sustainability Initiatives: In recent years, Tmall has shown a growing commitment to sustainability, including eco-friendly practices and promoting sustainable product

The burgeoning Chinese economy has created many wealthy individuals, more dispensable incomes, and rapid urbanisation. Along with this economic growth the government’s liberal policies on spending have made China a very attractive consumer driven market. Chinese today, are spending more than any other consumers, they are ranked number one for spending in many fields, and almost all businesses are trying to woo Chinese customers.

China is full of potential for foreign brands

Chinese consumers have always been obsessed with quality and trusted brands with reputation and credibility. Many Chinese travel to foreign shores to buy products from reputed brands. The technological revolution ushered in by internet has opened this huge Chinese market to foreign brands. Now, Chinese can buy foreign brands right from the comforts of their house.

China has more than 1.2 billion internet users in 2024 , with a strong online presence, and shopping is one of their favorite activities. American businesses are interested in entering Chinese market for its sheer size, but sadly, many factors primarily government policies on entry and operating of foreign companies in china, issues relating to language and culture, payments etc have always been stumbling blocks for entry into china.

Read more

Sell on Tmall: Is Tmall suitable for your brand?

The Tmall Global initiative

Tmall, with its new initiative, Tmall global is trying to bring foreign brands closer to Chinese consumers, without foreign companies actually owning a store in China. This helps foreign companies access, and test their products in the gigantic Chinese market. Tmall’s global platform, a Chinese website showcases products from more than 140 countries. This helps foreign businesses sell products to Chinese consumers without having a store in china, nor do they need any kind of licenses to trade there. The goods ordered on Chinese website can be shipped, to the consumer’s door steps, with the help of Chinese partners, directly from the warehouses abroad.

The Tmall’s global platform offers a “win-win’ solution to customers desirous of owing foreign products, and businesses interested in exploring Chinese markets. On this platform, there are three types of stores:

• Flagship Store: Products, business with a trademark such as ® or TM can have a flagship store. The brand will have to be represented by the owner of the store, or a representative of the brand. He must possess all documents, from the brand, authorizing the setting up of such a store on Tmall’s platform.
• Speciality Stores: Persons holding a brand’s distribution rights to sell without any geographical restrictions in china.
• Monopolized stores: Merchants who own two or more brands from Tmall’s product range can start a monopolized store. There is a restriction of one store per merchant in a chosen product category.

Thus, Tmall offers a great platform for international brands to reach out to people living not only in urban cities, but also in remote areas. Tmall makes payments between foreign businesses and Chinese customers easy with the help of Alipay, safe payment system from Alibaba group. Depending on the products merchants will have pay an annual fee of $5000- $10000 to set up their store on Tmall’s global platform, also a refundable deposit of $25000 would be required to sign up. For every sale made on Tmall’s global platform, it makes a 3% – 6% commission. Sure it looks like a lot but it helps while waiting for a proper entry into the Chinese market for instance. Some industry that would definitely be very appealed by this type of initiative would be the cosmetics industry where you first have to endure a very lengthy registration process.

Tmall Global offers a solution for foreign brands to enter the market; however it still falls to them to improving their brand awareness and brand image to the Chinese audience. If not done properly there are very little chances that a newcoming foreign brand will become successful in the Chinese market.

How to sell on Tmall Global?

Managing a store on Tmall

Managing a store on Tmall effectively requires a strategic approach tailored to the platform’s unique ecosystem and consumer base. Here are five tips for success:

• Understand and Adapt to Chinese Consumer Preferences: Research and adapt to the tastes, preferences, and shopping behaviors of Chinese consumers. Tailor your product offerings, marketing messages, and store design to resonate with this audience.

Lyfen Tmall Campaign drive 3millions RMB sales in one month

1. Leverage Tmall’s Marketing Tools and Analytics: Utilize Tmall’s comprehensive analytics tools to gain insights into customer behavior and preferences. Take advantage of Tmall’s marketing resources, such as special promotions, to increase visibility and drive sales.
2. Ensure Product Authenticity and Quality: Since Chinese consumers highly value authenticity and quality, ensure that your products meet these expectations. Provide detailed product descriptions, high-quality images, and customer reviews to build trust and credibility.
3. Engage in Localized Marketing and Brand Storytelling: Develop a strong brand narrative that connects with Chinese consumers. Localize your marketing efforts, including social media campaigns on platforms like Weibo and WeChat, to increase brand awareness and drive traffic to your Tmall store.
4. Participate in Shopping Festivals and Events: Capitalize on Tmall’s major shopping events, such as the Singles’ Day (11.11) sale, by offering exclusive deals and promotions. These events are key opportunities to boost sales and acquire new customers.

Remember, success on Tmall not only depends on the quality of your products but also on how well you can connect with and understand the Chinese market.

Ask for our guide on Social Media 2024 (by email)

Digital campaigns are the key

Setting up a digital marketing campaign along a Tmall global shop is ideal to raise the success of such an enterprise. The main steps would include but are not limited to:

Managing a marketing campaign effectively for a Tmall store involves strategic planning and understanding of the platform’s unique environment. Here are five tips to help you succeed:

1. Integrate with Social Media Platforms: Leverage popular Chinese social media platforms like Weibo, Douyin (TikTok in China), and WeChat. Create engaging content that can be shared across these networks to drive traffic to your Tmall store. Utilize influencers or Key Opinion Leaders (KOLs) to extend your reach and authenticity.
2. A properly China market-adapted website, see here  for more information
3. Utilize Tmall’s Built-in Marketing Tools: Take advantage of Tmall’s array of marketing tools and features, such as Tmall Live (live-streaming), Tmall Super Brand Day, and other promotional events. These tools can significantly increase visibility and attract potential customers to your store.
4. Online PR: because reputation matter in China
5. Create Tailored Promotions and Offers: Design special offers, discounts, or exclusive products for your Tmall audience. Align these promotions with Chinese holidays or shopping festivals like the 11.11 Global Shopping Festival, which are peak times for consumer spending.
6. Leverage Data Analytics for Targeted Campaigns: Use Tmall’s data analytics to understand your customer demographics, buying patterns, and preferences. This data can inform targeted marketing campaigns, making them more effective and increasing ROI.
7. Focus on Mobile Optimization: With the majority of Chinese consumers shopping on mobile devices, ensure that your marketing materials, including ads and social media posts, are optimized for mobile viewing.

• Example of Marketing Campaign of a cosmetics brand in China 

About ecommercechinaagency,  the Ecom Division of GMA

1. China-Focused: GMA specializes in the Chinese market, offering tailored e-commerce and digital marketing strategies.
2. Established Expertise: Known for expertise in digital marketing within China’s unique digital landscape.
3. Cost effective Service Range: Offers a wide array of services including SEO, social media marketing, and e-commerce platform management.
4. Bilingual (friednly) Team: Features a team proficient in both Chinese and English, bridging Western and Chinese business practices.
5. International Brand Collaboration: Has a track record of successful partnerships with international brands entering the Chinese market.
6. Digital Marketing Specialization: Excels in leveraging platforms like WeChat, Weibo, and Alibaba for marketing and sales.
7. Consumer Behavior Insight: Possesses deep insights into Chinese consumer behavior and market trends.
8. Innovative Strategies: Utilizes cutting-edge strategies tailored to the evolving Chinese e-commerce landscape.
9. KOL and Influencer Marketing: Expert in leveraging Key Opinion Leaders and influencers for brand promotion.
10. Customized Client Solutions: Known for providing personalized solutions to meet diverse client needs in China’s e-commerce sector.

If you want to know more about e-commerce in China and what would be most appropriate for your project, go take a look there to get started

(Don’t worry, we are not expensive)