(Source: https://pltfrm.com.cn)
Introduction
In China’s ecommerce ecosystem, Tmall and JD are more than marketplaces—they’re performance advertising engines. For overseas brands, success isn’t just about opening a storefront, but mastering the ad tools that power visibility, clicks, and conversions. From keyword bidding and product seeding to full-funnel retargeting, these platforms offer sophisticated ad solutions tailored for transactional outcomes. This article explores the top ecommerce ad services available on Tmall and JD, and how cross-border brands can use them to scale growth efficiently.
1. Leverage Tmall’s Zhitongche for Sponsored Product Ads
Run keyword-based search ads on Tmall’s interface
Zhitongche (直通车) is Alibaba’s flagship performance tool that allows brands to bid on keywords and promote listings at the top of category pages or search results.
Optimize cost-per-click by A/B testing ad creatives and targeting
Overseas brands can test various headlines, imagery, and audience targeting based on search terms, cart behavior, or loyalty level.
2. Use Tuiguangbao for Display Retargeting on JD.com
Serve banner and dynamic product ads to high-intent shoppers
Tuiguangbao offers retargeting capabilities based on shoppers’ recent browsing, wishlists, and abandoned carts, driving users back to product detail pages (PDPs).
Cross-device matching ensures follow-through on both app and web
Users who browse on desktop and mobile are re-engaged through synchronized display ads across JD’s content and commerce interfaces.
3. Implement BrandZone Ads for High-Impact Branding + Sales
Top-of-page banner ads that combine branding with conversion
Tmall’s BrandZone integrates logo, custom visuals, video, and product feeds in a scroll-stopping header format that boosts visibility and click-through rates.
Best used for new product launches or seasonal campaigns
Brands can push promotional pricing or gift-with-purchase offers while reinforcing their visual identity across the platform.
4. Activate Full-Funnel Campaigns With DMP Targeting
Use Alibaba and JD Data Management Platforms for segmentation
Both ecosystems allow brands to build granular audiences—new shoppers, repeat buyers, category browsers—and target them with tailored performance campaigns.
Connect performance ads to Mini Program or CRM flows
Post-click journeys can continue into gated Mini Programs or loyalty signup prompts, optimizing lifetime value beyond just single transactions.
Case Study: New Zealand Dairy Brand Increases ROAS With JD Tuiguangbao
A cross-border dairy brand used JD’s Tuiguangbao to retarget users who viewed its baby formula SKUs but didn’t complete checkout. The team tested three banner variations based on family lifecycle messaging and added vouchers for returning users. As a result, the brand saw a 2.8X uplift in PDP views and a 37% boost in conversion rate, achieving a 4.3X return on ad spend within four weeks.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
