(Source: https://pltfrm.com.cn)
Introduction
Tmall Global is the premier platform for overseas brands looking to sell directly to Chinese consumers without a local entity. As demand for imported consumer goods continues to rise—particularly in categories like beauty, wellness, fashion, and personal care—Tmall Global provides international companies a trusted and scalable entry point. This article offers a strategic guide to help overseas brands sell consumer goods effectively on Tmall Global.
1. Choose the Right Store Setup for Your Brand
1.1 Flagship Store vs. Specialty Store
Flagship stores are ideal for brand owners and offer stronger algorithmic exposure, while specialty or authorized stores suit distributors or multi-brand sellers. Consumer goods brands aiming for long-term growth should prioritize the flagship model.
1.2 Category Alignment and Product Mapping
Make sure your goods align with Tmall’s preferred categories. Health supplements, personal care products, baby goods, and fashion accessories are among the top-performing sectors for overseas brands on the platform.
2. Prepare for Local Compliance and Product Certification
2.1 Cross-Border Product Eligibility
Tmall Global supports cross-border SKUs, but your products must be listed in the approved categories and not require a CFDA license (for example, over-the-counter drugs are excluded).
2.2 Labeling and Documentation
Consumer goods must follow Chinese labeling norms, including Chinese-language ingredient lists, usage instructions, and country-of-origin labeling. Include this in product page content and packaging inserts.
3. Design a Localized Storefront and Product Experience
3.1 Content That Matches Chinese Consumer Behavior
Use Mandarin-language visuals, comparison charts, and consumer reviews to build trust. Videos showing product usage—especially for skincare, baby items, or food products—greatly enhance engagement.
3.2 Product Bundling and Trial SKUs
Chinese shoppers often test new brands via bundles or travel-size SKUs. Create entry-level packages that allow trial while showcasing brand variety.
4. Activate Traffic and Conversion Channels
4.1 Participate in Tmall Campaigns
Engage with 11.11 (Singles’ Day), 618 Mid-Year Festival, and Super Brand Days. These events boost traffic and credibility, especially for new overseas brands.
4.2 Use Zhitongche and CRM Retargeting
Tmall’s in-platform ad tool (Zhitongche) enables smart targeting of users based on behavior. Combine this with retargeting flows via WeCom or brand membership programs to increase repeat purchases.
5. Invest in Post-Sale Service and Reputation Management
5.1 Local Customer Support
Provide Mandarin-speaking chat reps through AliWangWang and after-sale channels. Chinese consumers expect real-time responses and clear return policies.
5.2 Reputation and Review Strategy
Encourage happy customers to leave positive reviews with incentives like coupons or loyalty points. A high DSR (Detailed Seller Rating) directly improves organic ranking and traffic flow.
Case Study: New Zealand Baby Care Brand Builds Tmall Success from Zero
A New Zealand-based baby care company launched on Tmall Global with a flagship store, offering organic baby wipes and lotions. By bundling products and targeting parenting communities on WeChat, they reached ¥1M monthly sales within four months. Their success came from adapting packaging, running 11.11 deals, and using Zhitongche to retarget high-intent viewers.
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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