(Source: https://pltfrm.com.cn)
Introduction
Selling on China’s largest e-commerce platforms—such as Tmall, JD, and Douyin—opens up access to hundreds of millions of digital-native consumers. But for overseas brands, success doesn’t come from visibility alone. It depends on choosing the right platform, building localized operations, and executing with platform-specific precision. This article outlines how international brands can enter and thrive on China’s major online marketplaces with a structured, scalable strategy.
1. Choosing the Right Platform Based on Category and Goals
1.1 Tmall and Tmall Global for Brand Control
Tmall is ideal for brands that want full control over storefront design, pricing, and promotion. Tmall Global simplifies cross-border logistics and allows you to start selling without a Chinese business entity.
1.2 JD Worldwide for Logistics-Led Categories
JD favors brands in electronics, FMCG, and health categories where speed, fulfillment, and product reliability matter most. With JD Worldwide, brands benefit from JD’s self-run logistics network.
1.3 Douyin and Xiaohongshu for Discovery Commerce
Social-first platforms like Douyin (TikTok China) and Xiaohongshu excel in lifestyle and impulse-driven shopping. If your brand relies on storytelling, UGC, and influencer activation, these platforms offer strong entry points.
2. Platform Entry Requirements and Compliance
2.1 Cross-Border vs Domestic Models
Selling cross-border through Tmall Global or JD Worldwide allows you to operate without a local business license. Domestic channels require a Chinese legal entity and additional tax and compliance structures.
2.2 Documentation and Brand Authorization
Prepare legal registration documents, trademark certificates, and brand authorization letters. These are mandatory for opening flagship stores and for listing under specific product categories.
3. Partnering with TPs and Local Enablers
3.1 Role of a TP (Tmall Partner)
TPs handle everything from storefront setup and customer service to logistics coordination and promotional campaign execution. Choosing a TP with proven category experience is crucial for maintaining performance.
3.2 Performance-Based Models and KPI Management
Most top-tier TPs operate on performance-based contracts. Align your incentives around GMV, traffic, and customer retention to ensure operational alignment and continuous growth.
4. Go-to-Market Tactics for Visibility and Conversion
4.1 Participate in Platform-Wide Campaigns
Major campaigns like 618 and Double 11 drive massive traffic. Overseas brands should plan exclusive bundles, flash offers, and influencer tie-ins to stand out during these peak retail moments.
4.2 Launch With Livestreams and KOL Collaborations
Livestreams remain the most effective conversion format. Brands that launch via livestream or co-host with KOLs often see immediate follower growth and stronger engagement metrics.
Case Study: A U.K. Nutrition Brand Scales via Tmall Global
A leading British health supplement brand entered China through Tmall Global with a local TP specializing in wellness categories. The team built a Mini Program ecosystem linked to livestreaming and created a “Daily Energy” campaign timed for Double 11. Leveraging Alibaba’s performance tools, personalized coupons, and CRM tagging, the brand reached ¥5M in GMV within 90 days and secured a top-five ranking in its product category.
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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