(Adapted from Chinese marketing insights and 2025 trends)<\/em><\/p>\n\n\n\n
\n\n\n\n
1. Optimize for Tmall\u2019s Search Algorithm (SEO)<\/strong><\/h3>\n\n\n\n\n- Strategy:<\/strong>\u00a0Use high-traffic keywords in product titles, descriptions, and tags. Tmall prioritizes listings with strong click-through rates (CTR) and conversion rates.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Leverage\u00a0Alimama\u2019s Keyword Tool<\/strong>\u00a0to identify trending search terms (e.g., \u201c\u6297\u76b1\u7cbe\u534e\u590f\u5b63\u201d [anti-wrinkle serum for summer]).<\/li>\n\n\n\n
- Example:<\/strong>\u00a0La Roche-Posay<\/em>\u00a0increased organic traffic by 40% by adding \u201c\u654f\u611f\u808c\u4e13\u7528\u201d (for sensitive skin) to product titles.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n2. Host Daily Livestreams with KOLs\/KOCs<\/strong><\/h3>\n\n\n\n![\"\"](\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2025\/03\/KOL-chinese-bars.webp\")
<\/a><\/figure>\n\n\n\n\n- Strategy:<\/strong>\u00a0Partner with Taobao Live influencers for real-time product demos, flash sales, and Q&A sessions. Livestream viewers are 3x more likely to visit your store.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Schedule streams during peak hours (8\u201310 PM) and use Tmall\u2019s \u201c\u7ea2\u5305\u201d (red envelope) feature to reward viewers.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Est\u00e9e Lauder<\/em>\u00a0hosts nightly livestreams with beauty KOLs, driving 60% of daily traffic during broadcasts.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n3. Build a Private Traffic Pool via WeChat & Fan Circle<\/strong><\/h3>\n\n\n\n\n- Strategy:<\/strong>\u00a0Redirect followers from WeChat Official Accounts or Xiaohongshu to your Tmall store using exclusive QR codes or links. Use Tmall\u2019s\u00a0Fan Circle<\/strong>\u00a0(\u54c1\u724c\u7c89\u4e1d\u5708) to nurture superfans.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Offer WeChat group members early access to new launches (e.g., \u201cVIP\u9884\u552e\u201d [pre-sale]).<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Samsung<\/em>\u00a0grew its Fan Circle to 500k+ members by offering free tech tutorials and loyalty points redeemable on Tmall.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n4. Leverage Tmall\u2019s Mega Shopping Festivals<\/strong><\/h3>\n\n\n\n\n- Strategy:<\/strong>\u00a0Participate in\u00a0Double 11<\/strong>,\u00a0618<\/strong>, and\u00a0Tmall Super Brand Day<\/strong>\u00a0with limited-edition products and tiered discounts.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Use Tmall\u2019s \u201c\u9884\u552e\u201d (pre-sale) feature to lock in orders before the festival rush.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Skechers<\/em>\u00a0sold 100,000 pairs of shoes during Double 11 by offering a \u201cbuy 1, get 50% off second pair\u201d deal.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n5. Run Cross-Platform Ads on Douyin & other Social Medias<\/strong><\/h3>\n\n\n\n\n- Strategy:<\/strong>\u00a0Use short videos on Douyin (TikTok) Red or Weibo to tease products, then link directly to your Tmall store.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Add a \u201cclick-to-shop\u201d sticker in Douyin videos targeting users in lower-tier cities.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0L\u2019Or\u00e9al<\/em>\u00a0boosted Tmall traffic by 25% with a Douyin hashtag challenge (#24h\u6301\u5986\u6311\u6218 [24-hour makeup challenge]).<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n6. Deploy Smart Paid Ads via Alimama<\/strong><\/h3>\n\n\n\n\n- Strategy:<\/strong>\u00a0Use Tmall\u2019s P4P (Pay-for-Performance) ads and Display Ads to target high-intent shoppers. Retarget users who abandoned carts.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Allocate 70% of your ad budget to \u201c\u7cbe\u51c6\u4eba\u7fa4\u201d (precision targeting) based on browsing history.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Nike<\/em>\u00a0reduced cost-per-click by 30% by targeting users who searched for \u201crunning shoes\u201d on Taobao.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n7. Incentivize User-Generated Content (UGC)<\/strong><\/h3>\n\n\n\n\n- Strategy:<\/strong>\u00a0Encourage customers to post reviews, unboxing videos, or tutorials on Tmall. UGC builds trust and improves search rankings.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Offer coupons or free samples for 5-star reviews with photos\/videos.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Skechers<\/em>\u2019 Tmall store features a \u201cReal Reviews\u201d section, driving a 15% increase in page views.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n8. Activate Tmall\u2019s New Retail Features<\/strong><\/h3>\n\n\n\n\n- Strategy:<\/strong>\u00a0Integrate offline-to-online (O2O) tactics like QR code pop-ups, AR try-ons, or in-store events synced with Tmall.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Use Tmall\u2019s \u201c\u95e8\u5e97\u540c\u6b3e\u201d (in-store same product) tag to attract users searching for offline availability.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Nike<\/em>\u00a0drove 20% more traffic by promoting in-store AR shoe trials linked to Tmall purchases.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\nPro Tips for 2025:<\/strong><\/h3>\n\n\n\n\n- AI-Powered Personalization:<\/strong>\u00a0Use Tmall\u2019s AI tools to recommend products based on user behavior (e.g., \u201cCustomers who viewed this also bought\u2026\u201d).<\/li>\n\n\n\n
- Green Traffic Boost:<\/strong>\u00a0Tmall prioritizes brands with \u201cLow-Carbon\u201d badges in search results\u2014highlight sustainability efforts.<\/li>\n\n\n\n
- Competitor Monitoring:<\/strong>\u00a0Track rivals\u2019 pricing and promotions using tools like\u00a0EchoTrek<\/strong>, then adjust campaigns in real-time.<\/li>\n<\/ul>\n\n\n\n
Need a traffic surge?<\/strong> Focus on livestreaming + festivals + UGC<\/em>\u2014the triple combo driving 80% of top Tmall stores\u2019 traffic in 2025.<\/p>\n\n\n\n<\/p>\n\n\n
Tmall has become the place to be for those companies which want to increase their online sales in China.<\/h3>\n
There is almost no free traffic on tmall, for 95% of brands…. and prices of ads double, making ROI almost impossible to reach .<\/p>\n
To increase traffic in the highly competitive Chinese digital marketplace, businesses need to understand and leverage unique strategies tailored to local platforms and consumer behavior.<\/p>\n
\n- Leverage Little Red Book (Xiaohongshu) KOLs<\/strong>: Partner with popular KOLs on Xiaohongshu to tap into their large and engaged follower base, ensuring your brand gets noticed.<\/li>\n
- Utilize Douyin Influencers<\/strong>: Collaborate with influencers on Douyin, China’s version of TikTok, for creative and viral content that resonates with the younger demographic.<\/li>\n
- Invest in Douyin Ads<\/strong>: Take advantage of Douyin’s advertising options to reach a wider audience with tailored video content.<\/li>\n
- Optimize for Tmall’s Organic Search<\/strong>: Implement SEO strategies specific to Tmall to improve visibility in search results within this massive e-commerce platform.<\/li>\n
- Engage with Taobao KOLs<\/strong>: Partner with influential KOLs on Taobao, leveraging their credibility to promote your products and drive traffic.<\/li>\n<\/ol>\n
These strategies, centered around influencer partnerships and platform-specific optimizations, can significantly enhance online visibility and engagement in China.<\/p>\n
![\"\"](\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2021\/05\/Taobao-KOL.jpg\")
<\/a><\/p>\nIn 2023, brands face several challenges on Tmall, including:<\/h4>\n\n- Increasing Competition:<\/strong> The platform is crowded, making it harder for new entrants to stand out.<\/li>\n
- Complex Operating Environment:<\/strong> Navigating Tmall\u2019s policies and algorithms requires expertise.<\/li>\n
- Higher Costs:<\/strong> Rising costs for marketing and promotions on Tmall can impact profitability.<\/li>\n
- Changing Consumer Preferences:<\/strong> Keeping up with the fast-evolving preferences of Chinese consumers is challenging.<\/li>\n
- No Free Traffic<\/strong> , Taobao is decreasing<\/li>\n<\/ol>\n
Companies must design a digital strategy to increase their sales in China.<\/h2>\n
Beginning are almost the complicated part.<\/p>\n
China is the fastest growing e-Commerce market in the world. During 2013, the global e-commerce sales were $889 billion and China became the largest e-commerce market in the world with $314 billion.<\/p>\n
Chinese consumers are increasingly choosing e-commerce over physical retail shops. online spending per Chinese consumer accounted $1,040 per Chinese in 2019 and it’s expected to increase to $2,880 in 2024.<\/p>\n
![\"e-commerce-and-m-commerce-develop-at-high-speed-in-china-620x370\"](\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2014\/11\/e-commerce-and-m-commerce-develop-at-high-speed-in-china-620x370.jpg\")
<\/a><\/p>\nAs reported by eMarketer, China account for more than $1 trillion in e-commerce sales which means over 40% of global internet commerce. Due to this great expectation, companies are looking for enhancing their e-commerce presence in China.<\/p>\n
Tmall Global was launched by Alibaba, the largest online sales company in China. The sales of Tmall international have decreated over 10 times since its creation.<\/p>\n
There is no Free Traffic on Tmall Global.\u00a0<\/strong><\/p>\nBy the end of November, more than 5.000 foreign brands had launched official stores on Tmall Global and the transactions of only 30 of those stores accounted for 1.6 million U.S. dollar.<\/p>\n
Tmall Global will become the largest e-commerce platform in the world very soon.<\/p>\n
![\"burberry](\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2014\/10\/burberry-tmall-2.jpg\")
<\/a><\/p>\nThanks to international brands have the opportunity to sell their products in China without the need to have a physical presence in the Asian giant. Over the last months, many foreign companies have opened a store on Tmall to commercialize their goods across China.<\/p>\n
What do Tmall Global for International brands?<\/span><\/h3>\nEasy penetration in the Chinese market:<\/h3>\n
Tmall is an effective method for companies that want to expand their business to China. Through this online marketplace, brands are able to reach a vast number of consumers with a minimum investment.<\/p>\n
A large number of online shoppers prefer Tmall as their e-commerce channel because they trust in the veracity and quality of the products unlike other e-commerce platforms.<\/p>\n
![\"ck\"](\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2014\/12\/ck.jpg\")
<\/a><\/p>\nIn addition, shoppers can purchase both international and local brands and have access to a huge number of products that are not available in physical stores.<\/p>\n
Nowadays, many foreign brands have already opened an online store on Tmall.<\/p>\n
Brand awareness in China<\/h3>\n
Through Tmall, brands have the chance to increase their brand awareness among Chinese consumers.<\/p>\n
Foreign brands with limited to no visibility at all in China should open a store in e-commerce platforms instead of developing their own separate<\/p>\n
Brands that have a minimum visibility or even no visibility in China should open a store on an e-commerce platform but instead develop their own e-commerce site.<\/p>\n
With 50% share in the B2C e-commerce market, Tmall is the best choice for\u00a0foreign companies.<\/strong><\/p>\n![\"\"](\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2014\/04\/Tmall-agency.png\")
<\/a><\/p>\nWith its massive popularity, Tmall is an efficient way for companies in order to showcase themselves to Chinese shoppers and to establish brand’s reputation across China, which is especially important for companies that don’t have a strong presence in the country.<\/p>\n
How can\u00a0brands \u00a0promote their Tmall stores?<\/span><\/h3>\nThe first step is to open an online store on Tmall. Next step? Promote, promote, promote to attract consumers!<\/p>\n
For this, social media platforms are critical<\/strong>.<\/p>\nSocial networks are an important part of the Chinese daily life. Chinese netizens spend no less than 25h per week online, with 30% of that time only dedicated to social networks.<\/p>\n
![\"\"](\"https:\/\/ecommercechinaagency.com\/wp-content\/uploads\/2023\/05\/designers-furnitures-RED.jpg\")
<\/a><\/p>\nSocial networks allows brands to stay close to their customer, thus promote more efficiently elements of their business like a Tmall store.<\/p>\n
Spreading content about your Tmall store on the two most important social networks, Weibo and Wechat is a must do when you are on the Chinese market<\/p>\n
\n- On their social accounts, brands must drive directly the consumers to their Tmall shop.<\/li>\n
- In addition brands must set events within the platform to make sure that their shop stand out from the competitors.<\/li>\n<\/ul>\n\n\n\n\n\n\n\n\n\n\n\n\n
Douyin Native Advertising<\/h4>\n
Douyin Advertising has emerged as a pivotal tool for brands looking to tap into China’s digital-savvy audience. As the Chinese equivalent of TikTok, Douyin offers a dynamic platform for creative video content, reaching a broad and engaged user base. Brands leverage Douyin for targeted advertising campaigns that capitalize on the platform’s interactive format and high user engagement rates. With options for customized ads and influencer collaborations, Douyin advertising is an effective way for brands to enhance visibility, engage with younger demographics, and drive consumer interaction in the highly competitive Chinese market.<\/p>\n
Douyin Advertising 2024: Douyin Ads Cost, Type & Strategies<\/a><\/blockquote>
\n\n\n\n
2. Host Daily Livestreams with KOLs\/KOCs<\/strong><\/h3>\n\n\n\n<\/a><\/figure>\n\n\n\n\n- Strategy:<\/strong>\u00a0Partner with Taobao Live influencers for real-time product demos, flash sales, and Q&A sessions. Livestream viewers are 3x more likely to visit your store.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Schedule streams during peak hours (8\u201310 PM) and use Tmall\u2019s \u201c\u7ea2\u5305\u201d (red envelope) feature to reward viewers.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Est\u00e9e Lauder<\/em>\u00a0hosts nightly livestreams with beauty KOLs, driving 60% of daily traffic during broadcasts.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n3. Build a Private Traffic Pool via WeChat & Fan Circle<\/strong><\/h3>\n\n\n\n\n- Strategy:<\/strong>\u00a0Redirect followers from WeChat Official Accounts or Xiaohongshu to your Tmall store using exclusive QR codes or links. Use Tmall\u2019s\u00a0Fan Circle<\/strong>\u00a0(\u54c1\u724c\u7c89\u4e1d\u5708) to nurture superfans.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Offer WeChat group members early access to new launches (e.g., \u201cVIP\u9884\u552e\u201d [pre-sale]).<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Samsung<\/em>\u00a0grew its Fan Circle to 500k+ members by offering free tech tutorials and loyalty points redeemable on Tmall.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n4. Leverage Tmall\u2019s Mega Shopping Festivals<\/strong><\/h3>\n\n\n\n\n- Strategy:<\/strong>\u00a0Participate in\u00a0Double 11<\/strong>,\u00a0618<\/strong>, and\u00a0Tmall Super Brand Day<\/strong>\u00a0with limited-edition products and tiered discounts.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Use Tmall\u2019s \u201c\u9884\u552e\u201d (pre-sale) feature to lock in orders before the festival rush.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Skechers<\/em>\u00a0sold 100,000 pairs of shoes during Double 11 by offering a \u201cbuy 1, get 50% off second pair\u201d deal.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n5. Run Cross-Platform Ads on Douyin & other Social Medias<\/strong><\/h3>\n\n\n\n\n- Strategy:<\/strong>\u00a0Use short videos on Douyin (TikTok) Red or Weibo to tease products, then link directly to your Tmall store.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Add a \u201cclick-to-shop\u201d sticker in Douyin videos targeting users in lower-tier cities.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0L\u2019Or\u00e9al<\/em>\u00a0boosted Tmall traffic by 25% with a Douyin hashtag challenge (#24h\u6301\u5986\u6311\u6218 [24-hour makeup challenge]).<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n6. Deploy Smart Paid Ads via Alimama<\/strong><\/h3>\n\n\n\n\n- Strategy:<\/strong>\u00a0Use Tmall\u2019s P4P (Pay-for-Performance) ads and Display Ads to target high-intent shoppers. Retarget users who abandoned carts.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Allocate 70% of your ad budget to \u201c\u7cbe\u51c6\u4eba\u7fa4\u201d (precision targeting) based on browsing history.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Nike<\/em>\u00a0reduced cost-per-click by 30% by targeting users who searched for \u201crunning shoes\u201d on Taobao.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n7. Incentivize User-Generated Content (UGC)<\/strong><\/h3>\n\n\n\n\n- Strategy:<\/strong>\u00a0Encourage customers to post reviews, unboxing videos, or tutorials on Tmall. UGC builds trust and improves search rankings.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Offer coupons or free samples for 5-star reviews with photos\/videos.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Skechers<\/em>\u2019 Tmall store features a \u201cReal Reviews\u201d section, driving a 15% increase in page views.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n8. Activate Tmall\u2019s New Retail Features<\/strong><\/h3>\n\n\n\n\n- Strategy:<\/strong>\u00a0Integrate offline-to-online (O2O) tactics like QR code pop-ups, AR try-ons, or in-store events synced with Tmall.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Use Tmall\u2019s \u201c\u95e8\u5e97\u540c\u6b3e\u201d (in-store same product) tag to attract users searching for offline availability.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Nike<\/em>\u00a0drove 20% more traffic by promoting in-store AR shoe trials linked to Tmall purchases.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\nPro Tips for 2025:<\/strong><\/h3>\n\n\n\n\n- AI-Powered Personalization:<\/strong>\u00a0Use Tmall\u2019s AI tools to recommend products based on user behavior (e.g., \u201cCustomers who viewed this also bought\u2026\u201d).<\/li>\n\n\n\n
- Green Traffic Boost:<\/strong>\u00a0Tmall prioritizes brands with \u201cLow-Carbon\u201d badges in search results\u2014highlight sustainability efforts.<\/li>\n\n\n\n
- Competitor Monitoring:<\/strong>\u00a0Track rivals\u2019 pricing and promotions using tools like\u00a0EchoTrek<\/strong>, then adjust campaigns in real-time.<\/li>\n<\/ul>\n\n\n\n
Need a traffic surge?<\/strong> Focus on livestreaming + festivals + UGC<\/em>\u2014the triple combo driving 80% of top Tmall stores\u2019 traffic in 2025.<\/p>\n\n\n\n<\/p>\n\n\n
Tmall has become the place to be for those companies which want to increase their online sales in China.<\/h3>\n
There is almost no free traffic on tmall, for 95% of brands…. and prices of ads double, making ROI almost impossible to reach .<\/p>\n
To increase traffic in the highly competitive Chinese digital marketplace, businesses need to understand and leverage unique strategies tailored to local platforms and consumer behavior.<\/p>\n
\n- Leverage Little Red Book (Xiaohongshu) KOLs<\/strong>: Partner with popular KOLs on Xiaohongshu to tap into their large and engaged follower base, ensuring your brand gets noticed.<\/li>\n
- Utilize Douyin Influencers<\/strong>: Collaborate with influencers on Douyin, China’s version of TikTok, for creative and viral content that resonates with the younger demographic.<\/li>\n
- Invest in Douyin Ads<\/strong>: Take advantage of Douyin’s advertising options to reach a wider audience with tailored video content.<\/li>\n
- Optimize for Tmall’s Organic Search<\/strong>: Implement SEO strategies specific to Tmall to improve visibility in search results within this massive e-commerce platform.<\/li>\n
- Engage with Taobao KOLs<\/strong>: Partner with influential KOLs on Taobao, leveraging their credibility to promote your products and drive traffic.<\/li>\n<\/ol>\n
These strategies, centered around influencer partnerships and platform-specific optimizations, can significantly enhance online visibility and engagement in China.<\/p>\n
<\/a><\/p>\nIn 2023, brands face several challenges on Tmall, including:<\/h4>\n\n- Increasing Competition:<\/strong> The platform is crowded, making it harder for new entrants to stand out.<\/li>\n
- Complex Operating Environment:<\/strong> Navigating Tmall\u2019s policies and algorithms requires expertise.<\/li>\n
- Higher Costs:<\/strong> Rising costs for marketing and promotions on Tmall can impact profitability.<\/li>\n
- Changing Consumer Preferences:<\/strong> Keeping up with the fast-evolving preferences of Chinese consumers is challenging.<\/li>\n
- No Free Traffic<\/strong> , Taobao is decreasing<\/li>\n<\/ol>\n
Companies must design a digital strategy to increase their sales in China.<\/h2>\n
Beginning are almost the complicated part.<\/p>\n
China is the fastest growing e-Commerce market in the world. During 2013, the global e-commerce sales were $889 billion and China became the largest e-commerce market in the world with $314 billion.<\/p>\n
Chinese consumers are increasingly choosing e-commerce over physical retail shops. online spending per Chinese consumer accounted $1,040 per Chinese in 2019 and it’s expected to increase to $2,880 in 2024.<\/p>\n
<\/a><\/p>\nAs reported by eMarketer, China account for more than $1 trillion in e-commerce sales which means over 40% of global internet commerce. Due to this great expectation, companies are looking for enhancing their e-commerce presence in China.<\/p>\n
Tmall Global was launched by Alibaba, the largest online sales company in China. The sales of Tmall international have decreated over 10 times since its creation.<\/p>\n
There is no Free Traffic on Tmall Global.\u00a0<\/strong><\/p>\nBy the end of November, more than 5.000 foreign brands had launched official stores on Tmall Global and the transactions of only 30 of those stores accounted for 1.6 million U.S. dollar.<\/p>\n
Tmall Global will become the largest e-commerce platform in the world very soon.<\/p>\n
<\/a><\/p>\nThanks to international brands have the opportunity to sell their products in China without the need to have a physical presence in the Asian giant. Over the last months, many foreign companies have opened a store on Tmall to commercialize their goods across China.<\/p>\n
What do Tmall Global for International brands?<\/span><\/h3>\nEasy penetration in the Chinese market:<\/h3>\n
Tmall is an effective method for companies that want to expand their business to China. Through this online marketplace, brands are able to reach a vast number of consumers with a minimum investment.<\/p>\n
A large number of online shoppers prefer Tmall as their e-commerce channel because they trust in the veracity and quality of the products unlike other e-commerce platforms.<\/p>\n
<\/a><\/p>\nIn addition, shoppers can purchase both international and local brands and have access to a huge number of products that are not available in physical stores.<\/p>\n
Nowadays, many foreign brands have already opened an online store on Tmall.<\/p>\n
Brand awareness in China<\/h3>\n
Through Tmall, brands have the chance to increase their brand awareness among Chinese consumers.<\/p>\n
Foreign brands with limited to no visibility at all in China should open a store in e-commerce platforms instead of developing their own separate<\/p>\n
Brands that have a minimum visibility or even no visibility in China should open a store on an e-commerce platform but instead develop their own e-commerce site.<\/p>\n
With 50% share in the B2C e-commerce market, Tmall is the best choice for\u00a0foreign companies.<\/strong><\/p>\n<\/a><\/p>\nWith its massive popularity, Tmall is an efficient way for companies in order to showcase themselves to Chinese shoppers and to establish brand’s reputation across China, which is especially important for companies that don’t have a strong presence in the country.<\/p>\n
How can\u00a0brands \u00a0promote their Tmall stores?<\/span><\/h3>\nThe first step is to open an online store on Tmall. Next step? Promote, promote, promote to attract consumers!<\/p>\n
For this, social media platforms are critical<\/strong>.<\/p>\nSocial networks are an important part of the Chinese daily life. Chinese netizens spend no less than 25h per week online, with 30% of that time only dedicated to social networks.<\/p>\n
<\/a><\/p>\nSocial networks allows brands to stay close to their customer, thus promote more efficiently elements of their business like a Tmall store.<\/p>\n
Spreading content about your Tmall store on the two most important social networks, Weibo and Wechat is a must do when you are on the Chinese market<\/p>\n
\n- On their social accounts, brands must drive directly the consumers to their Tmall shop.<\/li>\n
- In addition brands must set events within the platform to make sure that their shop stand out from the competitors.<\/li>\n<\/ul>\n\n\n\n\n\n\n\n\n\n\n\n\n
Douyin Native Advertising<\/h4>\n
Douyin Advertising has emerged as a pivotal tool for brands looking to tap into China’s digital-savvy audience. As the Chinese equivalent of TikTok, Douyin offers a dynamic platform for creative video content, reaching a broad and engaged user base. Brands leverage Douyin for targeted advertising campaigns that capitalize on the platform’s interactive format and high user engagement rates. With options for customized ads and influencer collaborations, Douyin advertising is an effective way for brands to enhance visibility, engage with younger demographics, and drive consumer interaction in the highly competitive Chinese market.<\/p>\n
Douyin Advertising 2024: Douyin Ads Cost, Type & Strategies<\/a><\/blockquote>
<\/a><\/figure>\n\n\n\n- \n
- Strategy:<\/strong>\u00a0Partner with Taobao Live influencers for real-time product demos, flash sales, and Q&A sessions. Livestream viewers are 3x more likely to visit your store.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Schedule streams during peak hours (8\u201310 PM) and use Tmall\u2019s \u201c\u7ea2\u5305\u201d (red envelope) feature to reward viewers.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Est\u00e9e Lauder<\/em>\u00a0hosts nightly livestreams with beauty KOLs, driving 60% of daily traffic during broadcasts.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n3. Build a Private Traffic Pool via WeChat & Fan Circle<\/strong><\/h3>\n\n\n\n
- \n
- Strategy:<\/strong>\u00a0Redirect followers from WeChat Official Accounts or Xiaohongshu to your Tmall store using exclusive QR codes or links. Use Tmall\u2019s\u00a0Fan Circle<\/strong>\u00a0(\u54c1\u724c\u7c89\u4e1d\u5708) to nurture superfans.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Offer WeChat group members early access to new launches (e.g., \u201cVIP\u9884\u552e\u201d [pre-sale]).<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Samsung<\/em>\u00a0grew its Fan Circle to 500k+ members by offering free tech tutorials and loyalty points redeemable on Tmall.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n4. Leverage Tmall\u2019s Mega Shopping Festivals<\/strong><\/h3>\n\n\n\n
- \n
- Strategy:<\/strong>\u00a0Participate in\u00a0Double 11<\/strong>,\u00a0618<\/strong>, and\u00a0Tmall Super Brand Day<\/strong>\u00a0with limited-edition products and tiered discounts.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Use Tmall\u2019s \u201c\u9884\u552e\u201d (pre-sale) feature to lock in orders before the festival rush.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Skechers<\/em>\u00a0sold 100,000 pairs of shoes during Double 11 by offering a \u201cbuy 1, get 50% off second pair\u201d deal.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n5. Run Cross-Platform Ads on Douyin & other Social Medias<\/strong><\/h3>\n\n\n\n
- \n
- Strategy:<\/strong>\u00a0Use short videos on Douyin (TikTok) Red or Weibo to tease products, then link directly to your Tmall store.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Add a \u201cclick-to-shop\u201d sticker in Douyin videos targeting users in lower-tier cities.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0L\u2019Or\u00e9al<\/em>\u00a0boosted Tmall traffic by 25% with a Douyin hashtag challenge (#24h\u6301\u5986\u6311\u6218 [24-hour makeup challenge]).<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n6. Deploy Smart Paid Ads via Alimama<\/strong><\/h3>\n\n\n\n
- \n
- Strategy:<\/strong>\u00a0Use Tmall\u2019s P4P (Pay-for-Performance) ads and Display Ads to target high-intent shoppers. Retarget users who abandoned carts.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Allocate 70% of your ad budget to \u201c\u7cbe\u51c6\u4eba\u7fa4\u201d (precision targeting) based on browsing history.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Nike<\/em>\u00a0reduced cost-per-click by 30% by targeting users who searched for \u201crunning shoes\u201d on Taobao.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n7. Incentivize User-Generated Content (UGC)<\/strong><\/h3>\n\n\n\n
- \n
- Strategy:<\/strong>\u00a0Encourage customers to post reviews, unboxing videos, or tutorials on Tmall. UGC builds trust and improves search rankings.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Offer coupons or free samples for 5-star reviews with photos\/videos.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Skechers<\/em>\u2019 Tmall store features a \u201cReal Reviews\u201d section, driving a 15% increase in page views.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\n8. Activate Tmall\u2019s New Retail Features<\/strong><\/h3>\n\n\n\n
- \n
- Strategy:<\/strong>\u00a0Integrate offline-to-online (O2O) tactics like QR code pop-ups, AR try-ons, or in-store events synced with Tmall.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Use Tmall\u2019s \u201c\u95e8\u5e97\u540c\u6b3e\u201d (in-store same product) tag to attract users searching for offline availability.<\/li>\n\n\n\n
- Example:<\/strong>\u00a0Nike<\/em>\u00a0drove 20% more traffic by promoting in-store AR shoe trials linked to Tmall purchases.<\/li>\n<\/ul>\n\n\n\n
\n\n\n\nPro Tips for 2025:<\/strong><\/h3>\n\n\n\n
- \n
- AI-Powered Personalization:<\/strong>\u00a0Use Tmall\u2019s AI tools to recommend products based on user behavior (e.g., \u201cCustomers who viewed this also bought\u2026\u201d).<\/li>\n\n\n\n
- Green Traffic Boost:<\/strong>\u00a0Tmall prioritizes brands with \u201cLow-Carbon\u201d badges in search results\u2014highlight sustainability efforts.<\/li>\n\n\n\n
- Competitor Monitoring:<\/strong>\u00a0Track rivals\u2019 pricing and promotions using tools like\u00a0EchoTrek<\/strong>, then adjust campaigns in real-time.<\/li>\n<\/ul>\n\n\n\n
Need a traffic surge?<\/strong> Focus on livestreaming + festivals + UGC<\/em>\u2014the triple combo driving 80% of top Tmall stores\u2019 traffic in 2025.<\/p>\n\n\n\n
<\/p>\n\n\n
Tmall has become the place to be for those companies which want to increase their online sales in China.<\/h3>\n
There is almost no free traffic on tmall, for 95% of brands…. and prices of ads double, making ROI almost impossible to reach .<\/p>\n
To increase traffic in the highly competitive Chinese digital marketplace, businesses need to understand and leverage unique strategies tailored to local platforms and consumer behavior.<\/p>\n
- \n
- Leverage Little Red Book (Xiaohongshu) KOLs<\/strong>: Partner with popular KOLs on Xiaohongshu to tap into their large and engaged follower base, ensuring your brand gets noticed.<\/li>\n
- Utilize Douyin Influencers<\/strong>: Collaborate with influencers on Douyin, China’s version of TikTok, for creative and viral content that resonates with the younger demographic.<\/li>\n
- Invest in Douyin Ads<\/strong>: Take advantage of Douyin’s advertising options to reach a wider audience with tailored video content.<\/li>\n
- Optimize for Tmall’s Organic Search<\/strong>: Implement SEO strategies specific to Tmall to improve visibility in search results within this massive e-commerce platform.<\/li>\n
- Engage with Taobao KOLs<\/strong>: Partner with influential KOLs on Taobao, leveraging their credibility to promote your products and drive traffic.<\/li>\n<\/ol>\n
These strategies, centered around influencer partnerships and platform-specific optimizations, can significantly enhance online visibility and engagement in China.<\/p>\n
<\/a><\/p>\nIn 2023, brands face several challenges on Tmall, including:<\/h4>\n
- \n
- Increasing Competition:<\/strong> The platform is crowded, making it harder for new entrants to stand out.<\/li>\n
- Complex Operating Environment:<\/strong> Navigating Tmall\u2019s policies and algorithms requires expertise.<\/li>\n
- Higher Costs:<\/strong> Rising costs for marketing and promotions on Tmall can impact profitability.<\/li>\n
- Changing Consumer Preferences:<\/strong> Keeping up with the fast-evolving preferences of Chinese consumers is challenging.<\/li>\n
- No Free Traffic<\/strong> , Taobao is decreasing<\/li>\n<\/ol>\n
Companies must design a digital strategy to increase their sales in China.<\/h2>\n
Beginning are almost the complicated part.<\/p>\n
China is the fastest growing e-Commerce market in the world. During 2013, the global e-commerce sales were $889 billion and China became the largest e-commerce market in the world with $314 billion.<\/p>\n
Chinese consumers are increasingly choosing e-commerce over physical retail shops. online spending per Chinese consumer accounted $1,040 per Chinese in 2019 and it’s expected to increase to $2,880 in 2024.<\/p>\n
<\/a><\/p>\nAs reported by eMarketer, China account for more than $1 trillion in e-commerce sales which means over 40% of global internet commerce. Due to this great expectation, companies are looking for enhancing their e-commerce presence in China.<\/p>\n
Tmall Global was launched by Alibaba, the largest online sales company in China. The sales of Tmall international have decreated over 10 times since its creation.<\/p>\n
There is no Free Traffic on Tmall Global.\u00a0<\/strong><\/p>\n
By the end of November, more than 5.000 foreign brands had launched official stores on Tmall Global and the transactions of only 30 of those stores accounted for 1.6 million U.S. dollar.<\/p>\n
Tmall Global will become the largest e-commerce platform in the world very soon.<\/p>\n
<\/a><\/p>\nThanks to international brands have the opportunity to sell their products in China without the need to have a physical presence in the Asian giant. Over the last months, many foreign companies have opened a store on Tmall to commercialize their goods across China.<\/p>\n
What do Tmall Global for International brands?<\/span><\/h3>\n
Easy penetration in the Chinese market:<\/h3>\n
Tmall is an effective method for companies that want to expand their business to China. Through this online marketplace, brands are able to reach a vast number of consumers with a minimum investment.<\/p>\n
A large number of online shoppers prefer Tmall as their e-commerce channel because they trust in the veracity and quality of the products unlike other e-commerce platforms.<\/p>\n
<\/a><\/p>\nIn addition, shoppers can purchase both international and local brands and have access to a huge number of products that are not available in physical stores.<\/p>\n
Nowadays, many foreign brands have already opened an online store on Tmall.<\/p>\n
Brand awareness in China<\/h3>\n
Through Tmall, brands have the chance to increase their brand awareness among Chinese consumers.<\/p>\n
Foreign brands with limited to no visibility at all in China should open a store in e-commerce platforms instead of developing their own separate<\/p>\n
Brands that have a minimum visibility or even no visibility in China should open a store on an e-commerce platform but instead develop their own e-commerce site.<\/p>\n
With 50% share in the B2C e-commerce market, Tmall is the best choice for\u00a0foreign companies.<\/strong><\/p>\n
<\/a><\/p>\nWith its massive popularity, Tmall is an efficient way for companies in order to showcase themselves to Chinese shoppers and to establish brand’s reputation across China, which is especially important for companies that don’t have a strong presence in the country.<\/p>\n
How can\u00a0brands \u00a0promote their Tmall stores?<\/span><\/h3>\n
The first step is to open an online store on Tmall. Next step? Promote, promote, promote to attract consumers!<\/p>\n
For this, social media platforms are critical<\/strong>.<\/p>\n
Social networks are an important part of the Chinese daily life. Chinese netizens spend no less than 25h per week online, with 30% of that time only dedicated to social networks.<\/p>\n
<\/a><\/p>\nSocial networks allows brands to stay close to their customer, thus promote more efficiently elements of their business like a Tmall store.<\/p>\n
Spreading content about your Tmall store on the two most important social networks, Weibo and Wechat is a must do when you are on the Chinese market<\/p>\n
- \n
- On their social accounts, brands must drive directly the consumers to their Tmall shop.<\/li>\n
- In addition brands must set events within the platform to make sure that their shop stand out from the competitors.<\/li>\n<\/ul>\n\n\n\n\n\n\n\n\n\n\n\n\n
Douyin Native Advertising<\/h4>\n
Douyin Advertising has emerged as a pivotal tool for brands looking to tap into China’s digital-savvy audience. As the Chinese equivalent of TikTok, Douyin offers a dynamic platform for creative video content, reaching a broad and engaged user base. Brands leverage Douyin for targeted advertising campaigns that capitalize on the platform’s interactive format and high user engagement rates. With options for customized ads and influencer collaborations, Douyin advertising is an effective way for brands to enhance visibility, engage with younger demographics, and drive consumer interaction in the highly competitive Chinese market.<\/p>\n
Douyin Advertising 2024: Douyin Ads Cost, Type & Strategies<\/a><\/blockquote>
- Complex Operating Environment:<\/strong> Navigating Tmall\u2019s policies and algorithms requires expertise.<\/li>\n
- Utilize Douyin Influencers<\/strong>: Collaborate with influencers on Douyin, China’s version of TikTok, for creative and viral content that resonates with the younger demographic.<\/li>\n
- Green Traffic Boost:<\/strong>\u00a0Tmall prioritizes brands with \u201cLow-Carbon\u201d badges in search results\u2014highlight sustainability efforts.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Use Tmall\u2019s \u201c\u95e8\u5e97\u540c\u6b3e\u201d (in-store same product) tag to attract users searching for offline availability.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Offer coupons or free samples for 5-star reviews with photos\/videos.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Allocate 70% of your ad budget to \u201c\u7cbe\u51c6\u4eba\u7fa4\u201d (precision targeting) based on browsing history.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Add a \u201cclick-to-shop\u201d sticker in Douyin videos targeting users in lower-tier cities.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Use Tmall\u2019s \u201c\u9884\u552e\u201d (pre-sale) feature to lock in orders before the festival rush.<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Offer WeChat group members early access to new launches (e.g., \u201cVIP\u9884\u552e\u201d [pre-sale]).<\/li>\n\n\n\n
- Actionable Tip:<\/strong>\u00a0Schedule streams during peak hours (8\u201310 PM) and use Tmall\u2019s \u201c\u7ea2\u5305\u201d (red envelope) feature to reward viewers.<\/li>\n\n\n\n