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Introduction
Tmall Global is China’s most recognized cross-border e-commerce platform, offering overseas brands a direct line to millions of Chinese consumers. For international companies looking to establish a foothold in China’s retail landscape without needing a local business entity, registering a seller account on Tmall Global is a strategic entry point. Here’s how to get started with confidence and efficiency.
1. Understand Eligibility Requirements
1.1 Corporate Qualifications
To apply, your brand must be legally registered outside of mainland China. Tmall Global accepts overseas entities with a proven operational history, strong branding, and product compliance documentation.
1.2 Product and Category Approval
Not all product categories are open to all applicants. Categories like food, supplements, cosmetics, and baby products require extra certifications. Tmall prefers brands with existing international e-commerce experience (e.g., Amazon, Shopify).
2. Choose the Right Store Type
2.1 Flagship Store
Best for brand owners or exclusive license holders. It signals authenticity and builds consumer trust, especially in categories like beauty, electronics, and apparel.
2.2 Authorized Store
Ideal for distributors and wholesalers representing multiple brands. This option requires brand authorization letters and proof of rights to sell.
2.3 Specialty Store
Suitable for resellers operating within a specific category. While easier to register, specialty stores face stricter brand control and higher scrutiny on sourcing.
3. Prepare Key Documents
3.1 Corporate Paperwork
You’ll need a valid business license, trademark registration certificates, product compliance reports, and bank account details (in USD or HKD).
3.2 Chinese Translations and Authentication
All documents must be translated into simplified Chinese. Tmall may also require notarization or third-party verification through its platform partners.
4. Go Through the Platform Application Process
4.1 Submit via Tmall Global Portal
Register through the official Tmall Global merchant application site. Once documents are uploaded and verified, your brand goes through a qualification review.
4.2 Pay Security Deposit and Technical Fees
Brands must pay an annual service fee (between RMB ¥30,000–60,000) and a refundable security deposit. Additional tech fees may apply for backend system setup.
Case Study: Australian Baby Care Brand Launches on Tmall Global
An Australian baby care brand with an existing Shopify store decided to enter China via Tmall Global. They opted for a flagship store, submitted translated compliance documents, and worked with a TP (Tmall Partner) to speed up registration. Within 8 weeks, the store was live, selling through Chinese festivals with livestream support and localized product pages. They reached 5,000 followers in their first campaign, achieving triple the sales of their previous SEA market.
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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