(Source: https://pltfrm.com.cn)
Introduction
Selling on China’s largest e-commerce platforms—Tmall, JD.com, and Douyin—is one of the most effective ways for overseas brands to reach Chinese consumers. But with complex onboarding procedures, fierce competition, and fast-moving trends, brands need more than product-market fit—they need a localized go-to-market plan. This article details the critical steps to selling successfully on China’s dominant online platforms.
1. Understand Platform Characteristics Before You Launch
1.1 Tmall for Flagship Store Ownership
Tmall gives brands a high degree of control over design, marketing, and customer service. It’s ideal for companies ready to commit to ongoing platform management and brand building in China.
1.2 JD for Performance and Logistics
JD is preferred for categories that depend on shipping speed, availability, and functional differentiation. Its buyers are often less influenced by storytelling and more focused on delivery and quality assurance.
1.3 Douyin and Xiaohongshu for Gen Z Reach
These platforms blend short-form content with impulse purchasing. They are best suited for brands in beauty, wellness, and lifestyle aiming for fast exposure and word-of-mouth growth.
2. Platform Entry: Structural and Legal Considerations
2.1 Choose Between Cross-Border and Domestic Selling Models
Tmall Global and JD Worldwide allow cross-border setups without local legal entities. Domestic channels (e.g., Tmall China) require a Chinese business license, ICP filing, and onshore warehousing.
2.2 Align with Platform-Specific Onboarding Steps
Each platform requires verification—business documents, product certificates, and, often, trademark registration in China. Third-party service providers (TPs) can help streamline the compliance process.
3. Operational Foundations to Maximize Conversion
3.1 Build a High-Impact Product Portfolio
Focus on 3–5 hero SKUs at launch, tailored to local needs (e.g., gift box formats, trending product types). Early success with a focused lineup drives traffic and feedback loops.
3.2 Set Up Fast Fulfillment and After-Sales Support
Whether bonded warehouse or local delivery, your logistics must be optimized. Platforms also prioritize sellers with responsive after-sales channels and clear return policies.
4. Marketing Activation and Growth Tactics
4.1 Participate in Major Promotional Festivals
Campaigns like 618, Double 11, and Qixi Festival are critical for new brands to gain traffic. Even with modest budgets, joining platform-wide campaigns signals legitimacy and increases exposure.
4.2 Test-and-Learn with Livestreaming and Short Video
Douyin and Taobao Live offer affordable early-stage reach. Combine livestream pilots with paid ad testing to generate initial customer data and optimize future creative.
Case Study: A South Korean Skincare Brand Builds Traction on Tmall
Launching with a flagship store on Tmall Global, the brand focused on two core SKUs with strong social proof. A TP managed its launch campaign tied to Qixi Festival with red packet offers and a limited-edition set. Sales were supported by paid traffic via AliMama and seeded influencers on Xiaohongshu. By month three, the brand had surpassed ¥3M in GMV and began negotiations to expand into a physical retail partnership with a local distributor.
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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