(Source: https://pltfrm.com.cn)
Introduction
Tmall Global is one of the most powerful gateways for overseas brands to sell to Chinese consumers—without the need for a domestic business license. For international companies ready to tap into China’s cross-border e-commerce market, setting up a Tmall Global seller account is the first and most crucial step. This article walks you through the account registration process, platform requirements, and best practices to set your brand up for success.
1. Understand Eligibility Requirements Before You Apply
1.1 Legal Entity Must Be Based Overseas
Only companies registered outside mainland China are eligible for Tmall Global. You’ll need to provide a valid business license, proof of VAT registration, and banking information from your home country.
1.2 Brand Ownership or Authorization Required
You must either own your brand or have official authorization to sell it. Tmall conducts strict IP reviews—especially for cosmetics, food, and wellness categories—so a trademark certificate or brand licensing agreement is mandatory.
2. Choose the Right Store Type for Your Business
2.1 Flagship Store (Recommended for Brand Owners)
Best for brands with a registered trademark. It provides strong brand presence and is favored by Tmall’s algorithm for organic visibility.
2.2 Specialty Store or Franchise Store
Ideal for authorized resellers or distributors managing multiple brands. While easier to set up, they may require more promotional investment to gain traction.
3. Prepare Required Documents and Materials
3.1 Core Documentation Checklist
- Corporate business license
- Legal representative’s ID or passport
- Trademark certificate (R or TM)
- Authorized letter of distribution (if applicable)
- Company bank account info
- Product safety and compliance certifications (for regulated categories)
3.2 Visual Assets
You’ll also need high-quality product images, lifestyle visuals, and brand story content. These assets are used during store setup and reviewed by Tmall’s branding team.
4. Submit Application via Tmall Global Merchant Portal
4.1 Portal Overview
Visit https://merchant.tmall.hk to create your seller account. The interface is available in English and Chinese.
4.2 Registration Workflow
- Fill in company and contact details
- Upload required documents
- Choose store type and product categories
- Submit for review (typically 5–10 business days)
4.3 Application Fees and Deposits
- Annual platform fee: typically $5,000–$10,000 USD depending on category
- Security deposit: ranges from $10,000–$25,000 USD
These amounts are refunded or rolled over when exiting the platform.
5. Get Ready for Launch Post-Approval
5.1 Store Design and Localization
Work with a TP (Tmall Partner) to build your storefront, translate listings into Mandarin, and align content with Chinese consumer expectations.
5.2 Logistics and Cross-Border Fulfillment
Decide whether to use bonded warehouse fulfillment in China or direct shipping from your home country. Tmall Global supports both models but requires customs compliance documentation and a local return address.
Case Study: UK Wellness Brand Expands into China via Tmall Global
A British supplement brand wanted to reach Chinese consumers but lacked local registration. After securing its trademark and preparing English-Chinese product documentation, it partnered with a TP and launched a Tmall Global flagship store. By leveraging bonded warehousing and livestream product demos, it grew monthly sales from zero to ¥1.2M within the first four months.
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!
info@pltfrm.cn
www.pltfrm.cn
