(Source: https://pltfrm.com.cn)
Introduction
As China’s premier cross-border platform, Tmall Global offers overseas brands a direct path to reach high-intent Chinese consumers. But visibility in a competitive marketplace requires more than just listing products. Strategic advertising on Tmall Global can dramatically improve traffic, conversions, and long-term brand value. This article breaks down actionable approaches to running successful advertising campaigns on Tmall Global.
1. Understanding Tmall Global’s Ad Ecosystem
1.1 Flagship Store Banner Ads
Banner placements at the top of brand flagship stores allow targeted promotion of new arrivals, seasonal offers, or hero products. These spaces are premium real estate for influencing high-intent visitors.
1.2 Offsite Ads via Alimama DSP
Tmall Global integrates with Alibaba’s Alimama DSP, allowing brands to run programmatic ads across Taobao, Youku, and third-party mobile apps. This increases exposure beyond the platform to relevant audiences.
2. Keyword Bidding and Search Promotion
2.1 Top-Ranking Keywords
Advertisers can bid on high-converting search keywords specific to Tmall Global. Research trends in Chinese search behavior to identify seasonally relevant and category-specific terms.
2.2 Optimizing for ROI
Set automated bid rules based on cost-per-click (CPC) and return-on-ad-spend (ROAS). Utilize Tmall’s smart bidding engine to adjust bids dynamically across product categories.
3. Leveraging Livestream and Short Video Content
3.1 Live Commerce Promotion Slots
Promote brand-led livestreams or collaborate with influencers to drive awareness and real-time conversion. Tmall Global offers featured slots for livestream exposure during major campaigns like 618 or Double 11.
3.2 Short Video Integration
Create localized product demo videos and insert them into product detail pages or homepage sections. Videos boost engagement and help explain use cases or differentiators.
4. Retargeting and CRM-Powered Ads
4.1 Lookalike Audiences
Use Tmall CRM data to build custom and lookalike audiences for retargeting ads—targeting users who interacted with your store but did not convert.
4.2 Loyalty Ad Campaigns
Create promotional ads only visible to past purchasers. Offer exclusive access to new product launches or loyalty discounts to increase repurchase rate.
Case Study: New Zealand Skincare Brand Builds Visibility with Alimama
A New Zealand natural skincare company launched on Tmall Global and faced low visibility in their first three months. They partnered with an Alimama-certified ad agency to run a combination of keyword search ads, homepage banners, and short video placements. ROI-positive conversions began in the second month, and by the end of quarter two, their search ad click-through rate increased by 130%, and brand traffic rose 3.5x.
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!
