(Source: https://pltfrm.com.cn)
Introduction
China’s top e-commerce platforms—Tmall, JD.com, Douyin, and others—present unmatched sales opportunities for overseas brands. But getting started requires more than uploading a product catalog. To compete effectively, international companies must understand each platform’s ecosystem, entry procedures, and performance tactics. This article provides a clear framework for launching and scaling on China’s largest e-commerce platforms with confidence.
1. Evaluate Platform Fit Based on Product and Buyer Profile
1.1 Tmall Global for Premium and Lifestyle Goods
Tmall Global is best for brands with strong positioning, storytelling assets, and a desire for brand ownership. The audience is largely Gen Z and millennial, responsive to value, brand purpose, and content.
1.2 JD Worldwide for Efficiency-Driven Categories
If your brand focuses on functionality—like electronics, medical devices, or household goods—JD’s logistics strength and delivery promise create a clear edge.
1.3 Emerging Channels for Fast Visibility
Xiaohongshu and Douyin are powerful for beauty, fashion, and consumer health. These platforms integrate shopping with influencer content, helping brands gain rapid traction through UGC and virality.
2. Fulfillment Strategy and Logistics Requirements
2.1 Bonded Warehousing for Cross-Border Models
Tmall Global and JD Worldwide allow use of bonded warehouses in FTZs (Free Trade Zones). Products are shipped in bulk and delivered to Chinese consumers after the order is placed, reducing costs and risk.
2.2 Local Fulfillment for Faster Growth
For brands planning long-term scale, investing in local warehousing (either independently or through your TP) can dramatically increase speed-to-delivery and customer satisfaction.
3. Legal, Financial, and Technical Setup
3.1 Payment Gateway and Settlement Partners
Overseas brands must set up with authorized cross-border payment providers. These partners handle RMB conversion, tax filing, and repatriation of revenue—ensuring compliance with Chinese financial regulations.
3.2 Data Integration and CRM Sync
Platforms offer tools for tracking customer behavior, coupon usage, and live chat. Integrating these insights into your CRM or ERP allows for better segmentation, upselling, and long-term LTV tracking.
4. Operational Excellence for First 90 Days
4.1 Product Selection and Pricing Localization
Start with a tight SKU strategy that aligns with local demand. Localize pricing tiers and consider launch-exclusive bundles to test customer response and accelerate cart size.
4.2 Influencer Seeding and Paid Traffic Testing
Simultaneously engage niche KOLs and test performance ads via Alibaba or JD ad platforms. Early visibility can make or break momentum, especially in a platform algorithm-driven environment.
Case Study: A French Oral Care Brand Enters via JD and Expands to Douyin
A mid-size French oral hygiene brand launched through JD Worldwide, focusing on dental tech and fast delivery. It later expanded to Douyin, targeting younger shoppers via challenge campaigns and short video tutorials. By integrating CRM insights across platforms and syncing stock between bonded and local warehouses, the brand doubled its monthly GMV within four months and achieved sustained ROAS above 6x.
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!
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